The fair space will hold different events throughout the week centered around reflections on the importance of design
Cevisama will take place at Feria Valencia from February 3 to 7, 2020
Ceramics will be the backbone of the innovative experiential fair space designed by ERRE Arquitectura, the studio that, alongside the international firm HOK, is developing the Valencia Arena project, which gave way to their first collaboration with the Valencian company TAU Cerámica.
The fair space, which has been named “TAU Square”, highlights the importance of the design and architecture of an open space, and was devised as the meeting point for Cevisama, the event of reference within the ceramics sector. It offers a place for coexistence, a meeting point, an area which makes fair visitors feel welcome, and which helps to foster personal relationships and the exchange of ideas.
“TAU Square is a space to flow throughout without transitions. The ceramic frame covering envelops the space, which provides a sense of openness and continuity: it’s a diaphanous area, where the concepts of ‘entry’, ‘exit’, and ‘paths’ don’t exist. A sieve of suspended ceramic slats, it seems to defy the law of gravity through the play of structural balance,” says José Martí, one of the partners at ERRE Arquitectura.
“Its orthogonal and repetitious character extends the fair space’s sense of openness and continuity. A striking experience which revolves around ceramics that gives visitors absolute freedom to choose what they want to see, in what order, and how to move throughout the space,” explains Amparo Roig, partner at ERRE Arquitectura.
The fair space stretches more than 500 square meters, and weighs 30 tons, and will showcase on its walls and ceiling 2,000 square meters of ceramics in its unique and enveloping design. The play of light, shadows and textures within it will offer an evocative space, designed to show all the possibilities ceramics can offer.
“Design and innovation are two of our firm’s key values. That’s why, this year, in which Valencia has been chosen as the World Design Capital 2022, we wanted to present a space that drew from these values and, in addition, was open to visitors. A place to be inspired, but also a place to meet up, to discuss and to learn, in a space that allows for the dissemination of the design culture through talks and get-togethers with professionals who can explain their projects,” says Mariano Sebastiá, CEO of TAU Cerámica.
TAU Cerámica is one of the collaborating firms of the Valencia World Design Capital 2022 project.
The latest at TAU Cerámica
Tau Cerámica will take advantage of this international event to present new products, formats and finishes at the ceramic sector’s fair of reference. Inspired by limestone comes Palomastone, a new product which comes in a wide range of formats and in three different shades. As well as Terracota, a new porcelain-based clay available in three different formats. And a whole new collection inspired by marble and polished gemstones.
New developments are also in store for the different formats the firm uses to present its new developments and the expansion of ASCALE, the large format brand that grows with new designs and formats.
Events calendar
In addition to these innovations, TAU Cerámica wants to take advantage of the space designed by ERRE Arquitectura to create a discussion forum centered around design and construction, with a calendar of events which will allow for reflection on design as a tool capable of transforming society through different social and economic projects.
Monday, February 3. 12.00h
ERRE Arquitectura and TAU Cerámica press conference, where they will present their fair space and latest innovations
José Martí, ERRE partner, and Alejandra de Juan, Project Director, will attend
The first event will be on February 3, at 12.00h. It’s a presentation for the media at the fair space, where the firm’s latest innovations will be exhibited along with an overview of ERRE Arquitectura’s projects. It’s an event to learn first-hand about the biggest architectural projects that the city of Valencia will undertake in the coming years, such as the Valencia Arena and the renovation of the Valeriola Palace into the Herrero Hortensia Art Center.
Wednesday, February 5. 16.00h Roundtable
“Design: Innovation, Sustainability and Transformative Power”
Participants:
Amparo Roig, architect and partner, ERRE Arquitectura
Javier Estevan, project manager, ERRE Arquitectura
Miguel Ángel Juan, commercial director of TAU Cerámica
Mercedes Navarro, communication and marketing director at inHAUS
Andrés Perales, Designable’s CEO
Pascual Herrero, Project Manager of El Fabricante de Espheras
Daniel Benedito, CEO of Viccarbe
Xavi Calvo, director of Valencia World Design Capital 2022
On Wednesday, February 5, the time will come to talk about design linked to innovation, sustainability and its transformative power on every level. There will be a round table moderated by Xavi Calvo, director of Valencia World Capital of Design 2022 which will count on the participation of ERRE Arquitectura; inHAUS, prefabricated concrete houses; El Fabricante de Espheras, the company responsible for the renovation of the Betxí Palace, Designable, the brand for sustainable buildings in city centers, and the interior design and furniture company Viccarbe.
Wednesday, February 5. 18.00h
TAU Ceramics Awards
The fair space will also be the place where the TAU Ceramics Awards will be presented. During the presentation, the Polytechnic University of Valencia’s master’s degree students in design engineering will present their ceramic design pieces and the three awards will be given to the best proposals and to the master’s degree students in advanced architecture, landscape, urban planning and design of the Polytechnic University of Valencia’s Higher Technical School of Architecture for their design of the CERSAIE 2020 space. The first prize winner will receive € 1,000, and €500 will go to the second and third place winners.