Ceramic District
Making the
Invisible Visible
Moulded, pressed, transported. Liquid becomes solid, fragile becomes hardy … every tile has two sides. The story of its surface and of its production. The new Ceramic District concept from the Steuler Fliesen Group emphasises this duality and brings all the intermediate steps onto the architect’s blueprint. But how do you communicate a product line that was previously completely invisible? By understanding the product itself as a valuable raw material. Something that needs to be touched, worked on and refined. Photographic, creative and strategically communicative. In two, three and four dimensions. In the form of corporate design and business equipment that reveals the authenticity of the material in all conceivable facets.
Corporate film
Natural materials that are by no means rigid, but rather seek out the spotlight. Presented in a spherical corporate film, directly from the factory halls. Starring: clay, feldspar, quartz and kaolin. To offer them the perfect stage, we literally immersed ourselves in their world. We followed them through drum mills and a 120-metre-long kiln. A customer journey of a special kind. Not least because atelier 522 took care of everything – from the storyboard to production and the on-site staging.
Animated corporate design
Stationery items through which the liveliness of the material becomes a reality. Calm yet full of energy. As business cards, writing paper and image brochures – based on Gmund Urban Cement Gray, for which stone dust was extracted from an Austrian quarry. The surface and coloring are reminiscent of the favorite ‘ingredients’ of contemporary builders. A paper dream of an architect with authentic feel. Another defining highlight: our sample box as a sales tool. With perfectly shaped tiles in matching collection colors.
Digital Sales Tool
In order to communicate flexibly across all channels, we added a new dimension to the sales brochure. To ensure the dialogue continues not only in print, but also digitally. Whether at the home office, on the go or at the other end of the world, the new sales brochures make an impression. Even without being physically present.
An exemplary sample box
Unassumingly beautiful – the Ceramic District sample kit. An aesthetic sales tool that can be individually fitted according to customer requests. This way, every tile will fit right in. And if it turns out a little small due to the tile’s thickness, our enclosed cards provide a clever solution by filling the free space – in the truest sense of the word – with content.
A real collector’s item that showcases the world of tiles in the smallest of spaces. Supplemented by a foldable brochure, which presents selected samples from various collections, this box is truly inspirational.
Architecture
Architecture speaks its own language. In order to strike the right note, composition plays a key role. Tiles are the core of beauty. They shape and create space. Give form and open up worlds for inspiration and vision.
Exhibit design to touch
The beauty was in the details at EuroShop in Düsseldorf. The ideal platform to intensify the flow of ideas between the producers and users of Ceramic District. Things that touch and wanted to be touched. Like the miniature big bags containing raw materials, for example. Or the fine bowls filled with distinctive pigment colours. Sustainability, “Made in Germany”. Surrounded by digital video recordings that presented the production processes in all their purity.
| Service phases: HOAI 1 – 9 |
| Area: 70 m² |
| Construction time: 3 weeks |
Pop-Up Showroom
Porcelain stoneware that not only works, but lives. We created haptic-visual experiences for the Ceramic District showroom at imm cologne. Vivid. Palpable. Analogue and digital. Based on the respective production methods, we told stories that opened the doors to Germany’s most modern stoneware factory.
