In a landscape where sustainability is increasingly at the centre of the design and production debate, Procrea Superfici stands out for an approach that combines innovation, craftsmanship and environmental responsibility. The company, based in Avellino, has been active since 2016 in the concrete, cement and resin flooring and cladding sector, pursuing a philosophy based on research, quality and circularity of materials.
Founded by Giovanni Iannaccone, Procrea stems from a solid craft tradition, transformed over time into an evolved know-how that combines technical expertise and sustainable vision. Guiding each project is a team of highly qualified professionals, committed to the development of innovative systems, subjected to strict laboratory tests and verified through field experiments.
One of the pillars of Procrea’s approach is the utilisation of waste materials from demolition and renovation. Through the careful selection of hydraulic binders and compatible polymers, the company has developed advanced mixing techniques capable of integrating heterogeneous components, reducing the use of virgin raw materials and minimising waste production. The result is the realisation of aesthetically refined surfaces, resistant and perfectly integrated in contemporary architectural contexts.
Emblematically representing this commitment is Continuum, an ecological surface based on biocomposites and water-based resins, capable of drastically reducing CO₂ emissions compared to traditional cement-based systems. Alongside it, other products such as Tenet, made from recycled materials including glass and minerals, or the composite system Flex Stone, which uses natural sands and recovered glass, testify to the concrete evolution of a path in the name of circularity.
In 2025, Procrea brings this vision to Genoa Design Week, an event dedicated to design experimentation and design culture. The central theme of this edition: matter as a creative and narrative language. The company is among the protagonists of the Container 02 project, conceived by architect Massimiliano Dalle Sasse, curated by Simona Finessi, director of Platform magazine, inside the Container designed by Beatrice Villata and Cù Design studio, founded by architect Carla Palù.
For the occasion, Procrea developed panels and textile surfaces from recycled and recovered materials: ground earthenware, glass fibres and recycled plastics from shredded food crates. The result is a set of material textures that tell an aesthetic of sustainability, transforming waste into a resource, limit into expressive possibility.
Participation in the Genoa Design Week marks a new milestone in the company’s journey, which continues to explore the narrative and environmental potential of matter, reaffirming the idea that design and sustainability are not opposing directions, but complementary paths.
In a world that demands new visions and concrete responsibilities, Procrea Superfici presents itself as an authoritative interlocutor for architects, designers and clients who believe in a future built with intelligence, beauty and respect.
