During the Salone del Mobile.Milano, Rock presents an installation inspired by the first electric tunnel kiln in the world for the production of sanitary ceramics in the courtyard of Honor of the University of Milan. Designed by Mario Cucinella Architects, the installation embodies the principles of circularity and decarbonisation in the ceramic industry, demonstrating the positive environmental impact of this revolutionary innovation.
The exhibition brings the physical and virtual worlds into dialogue to offer an engaging and immersive experience, which explores the production process of this avant-garde innovation. Using Web Augmented Reality, visitors are invited to embark on an interactive journey to discover the benefits of Roca's revolutionary electric tunnel oven. This new approach aims to spread the Spanish giant's commitment to constantly overcoming the limits of innovation, while embracing sustainability.
The semicircular backdrop made with modular ceramic elements which tells the story of the renewal cycle at the center of sustainability reaches 4,5 meters in height. The gradient and shape of the installation, composed of 1.200 3D printed ceramic blocks, each unique in coloration, serve as a visual metaphor for the progressive operating temperatures reached during the ceramic firing process. Each block, made with meticulous care, is enriched with details that illustrate the temperature required at each stage of production to guarantee the highest quality of the ceramic elements.
The modules that make up the installation become part of the narrative, transforming into welcoming seating areas that invite visitors to relax, converse and socialize in this dynamic space.
“Sparking Change highlights Roca's commitment to sustainability through a unique installation that tells how knowledge, experience and technology have led to the development of the greatest innovation in the sector,” explains Marc Viardot, mmarketing and Design Director of the Roca Group.
“Sparking Change highlights an innovative technique that respects the environment and enhances tradition; furthermore, it represents tangible proof that technology and digital tools are no longer simply tools for creating, but also for stimulating new ideas", says Mario Cucinella, Founder & Design Director of MCA – Mario Cucinella Architects.
