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 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
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.