IUAV WELCOME DESIGN WORKSHOP 2021
The Bathroom Stories of Cerasa interpreted by the students of the IUAV
In line with the spirit of continuous research and exploration into new territories of design and communication that has always characterised it, Cerasa allowed itself to be contaminated by the ideas of the young students of the IUAV of Venice, by joining the Welcome Design Workshop 2021 – Local Matters project.
The project is promoted and supported by the Fondazione di Venezia with the patronage of ADI -Association for Industrial Design-, AIAP -Italian Design Association for Visual Communication- and the Municipality of Venice. A new experience for Cerasa.
We welcomed the students into our company to let them know and touch our reality, and therefore be able to interpret it with their vision. A moment of discussion, in which we were positively overwhelmed by the questions and curiosities of the students, who visited our headquarters, production and showroom.
THE STARTING POINT OF CERASA FOR BATHROOM FURNISHINGS
In the brief proposed by Cerasa there was a starting point on the Bathroom Stories, a claim that has been with us for some years. “We tried to give maximum freedom, to allow students to express themselves in all their creativity, in line with the experience connected to the bathroom world” comments Roberto Riboldi, Cerasa General Manager.
THE PROJECTS OF THE IUAV STUDENTS
Led by the tutor and designer Matteo Civaschi, the students gave us back projects developed on three strands: proposals for original and innovative concept stores, ADV campaigns designed for outdoor use and sector magazines, videos to tell the peculiarities of bathroom furnishings and emotions that are lived there.
Looking at the bathroom furnishings world with a fresh and innovative look, we were very impressed in the creation of concept stores or fair spaces, where the physical place of the bathroom is totally reinterpreted, becoming art or a place that can be used with the support of technology. Or in the proposals for press campaigns, in which the aspects of Cerasa infinite modularity, the craftsmanship of the workmanship and the naturalness of the materials, but also some very ironic ideas about the users of the bathroom have strongly emerged. Even the short films have conquered us, in their ability to tell real life where the bathroom acts as a stage and a backdrop.
BUSINESS AND TERRITORY:
THE UNIVERSITY AS CONNECTIONS ACTIVATOR
Raffaella Fagnoni, professor of Product and Communication Design at the IUAV whom we thank for the support during the workshop and the relationship with the university, has clearly defined in what role the institution has placed itself towards companies with this project: “The university has the role of connections activator in the area, to create relationships and skills. This workshop was also an opportunity for our students to learn about real and concrete issues, bringing new meanings and ideas for innovation into play and proposing works to Cerasa that went beyond more institutional communication.”
The attentive eye of the young students has also focused on issues related to the sustainability of furnishings and technology, which can be implemented for consumption monitoring and awareness. “They fascinated us. They experimented with depth. They gave us original ideas that could be part of the near future of Cerasa. They connected us with their vision of the world and the bathroom. An experience certainly worth repeating.” concludes Riboldi.