WOW Design, a ceramic brand specialised in signature pieces and small formats, will be present at the upcoming edition of CERSAIE in Bologna, Italy, from 22 – 26 September, with a new exhibition space that nearly doubles its size compared to previous editions. This strategic decision represents a strong commitment to design, architecture, and communication – an effort that strengthens its role as an international benchmark in signature ceramics and consolidates its visibility at the sector’s most influential event.
The WOW Design stand is now located in Hall 37 Stand A64-B63 and covers an area of 400m². Designed by the multidisciplinary studio Summumstudio, the new space is conceived as scenic architecture where ceramics become the guiding material for an intimate and ever-changing journey. Far from a frontal contemplation, the proposal invites visitors to step into the hidden side of the show – into that ‘behind-the-scenes’ space where magic takes place before being revealed to the world.
This theatrical reading transforms the visitor into an actor, immersing them in an enveloping experience where each architectural fragment comes to life as part of an open narrative.
Throughout the journey, ceramics provide textures, reflections, and tones that enrich the perception of space, generating contrasts of light and shadow that enhance the expressiveness of the installation. The proposal becomes a reflection on architecture and ceramics: a stage where the visible and invisible engage in dialogue, inviting visitors to observe, discover, and be surprised.
With this participation, WOW strengthens its presence at the most important international event in the ceramic industry, underlining its commitment to innovation, creativity, and the global promotion of design ceramics.
