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bt-SPACE, the beauty of ceramics creates emotion

Over 500 participants and important guests were at the preview of May 24th in the space dedicated to communication between SITI BT Group and stakeholders

Formigine, 7 June 2018 – Over 500 participants and many prestigious guests animated the bt-SPACE preview, the communication centre between SITI BT Group S.p.A. (manufacturer of complete systems for tiles and sanitaryware, listed on the AIM Italia – Ticker: SITI market) and its interlocutors, which took place in the evening of 24 May. A convivial evening full of subject matter, levity, glamour and beauty. Numerous ceramic entrepreneurs from around Sassuolo, representatives of public institutions, training institutions and business associations, Group employees and collaborators were welcomed and entertained in the vast and welcoming space in Fiorano Modenese with speeches, food and music, in a friendly and intriguing atmosphere.

“This platform – commented Fabio Tarozzi, CEO of SITI BT Group – will host several events, first of all related to the finished ceramic product, because we want to communicate the creative capacity and freedom of expression that our technologies allow throughout the manufacturing process. Here, in the autumn, when the ceramic industry exhibitions take place, we will present many interior design settings made with the large new-generation ceramic surfaces. Today we are able to provide an incredible aesthetic enhancement to ceramic products, in all their possible uses: from the bathroom top to the kitchen top, from the floor to wall tiles, to outdoor solutions”.

The other dimension of bt-SPACE will be more public: a place where people can meet and exchange ideas madeavailable to the region, to highlight the ceramic culture of an extraordinary area, able to concentrate all the best skills in the sector and to establish itself on international markets. “We are open to hosting many other events from our region – continued Tarozzi – from scholarships to training courses and initiatives that may involve all the interlocutors of our system”.

Bt-SPACE’s presentation evening started with the round table “Technological beauty“, chaired by Vittorio Lelii, aka Vic, Radio Deejay radio host, which saw the participation of the writer and archaeologist Valerio Massimo Manfredi, the director of the “AD Architectural Digest. The most beautiful houses in the world” magazine, Ettore Mocchetti and the CEO of SITI BT Group Fabio Tarozzi. All the speeches highlighted how technology and emotion can find a common synthesis in ceramic products.

“Today in the western world – said Ettore Mocchetti – we have everything and buy according to emotions. Ceramics must give emotions. This is one of the tasks that this centre will have to fulfill and then spread the concept throughout this important region. If there are no emotions, there is nothing. One can only be truly amazed by these new ceramic surfaces: people must be able to touch these large slabs to feel the emotion they stir”.

Through the virtuous combination of technology and creativity, ceramics become pure beauty, an art form capable of elegantly adorning each environment and offering wellbeing.

“If I had to give a definition of a work of art – said Valerio Massimo Manfredi – I would say that it a project that when you look at it, stirs up emotions in you. Emotion is essential to our life. A flat existence, without thrills, tremors and heartbeats, becomes unbearable. Art, in all its expressions, has this specific purpose: to stir up emotions. This is why man created culture: painting, poetry, theatre, television, cinema, novels … In this emotional sphere, there is no limit to our imagination. If we live in a space that excites us, our life changes for the better”.

The bt-SPACE project is part of the Group’s communication strategy, which aims to highlight the peculiar characteristics of SITI BT, the only complete plant provider based in the Sassuolo area, with a strong transversal and specific expertise that covers everything related to aesthetics, from graphic design (Digital Design) to digital decoration (Projecta Engineering), to product finishing technologies (Ancora).

The official opening of bt-SPACE is scheduled for the end of September, at the same time as the Cersaie and Tecnargilla trade fairs.

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