The Cerasarda Experience was the initiative by Cerasarda and Gruppo Romani that, for five days, transformed Italy’s Ceramic District into a stage for an immersive journey exploring the relationship between architecture, craftsmanship and design culture. The programme brought together architects and designers in a unique experience aimed at deepening their understanding of the connection between material, production processes and local identity.
More than a traditional training event, The Cerasarda Experience offered an experiential approach to discovering the brand, creating a direct connection between professionals, products and design culture. The goal was to present ceramics not simply as a material for architecture and interior design, but as the expression of a heritage rooted in expertise, research and craftsmanship.
The programme unfolded across three symbolic locations within the Ceramic District: Gruppo Romani’s showroom in Casalgrande, the Vogue boutique in Formigine and the Kerakoll Green Lab in Sassuolo. This itinerary provided participants with the opportunity to explore different facets of the Cerasarda universe, from products and their architectural applications to their dialogue with other creative disciplines.
Among the highlights of the experience was the participation of master decorator Thierry Mourot, who offered attendees a close-up view of the value of craftsmanship and the ongoing dialogue between tradition and innovation that defines the brand’s production.
Particularly significant was the decision to bring Cerasarda into the Vogue boutique in Formigine through a pop-up installation created in collaboration with Ovre.design. The project presented ceramics as part of a broader cultural ecosystem capable of connecting design, art, fashion and craftsmanship. In this context, a retail space was transformed into a meeting point for different creative languages, strengthening the bond between the brand and the local community.
The initiative also marked the beginning of Cerasarda’s ongoing presence in the area. Rather than being conceived as a temporary installation, the pop-up was designed as a permanent outpost, intended to continue fostering dialogue with professionals, creatives and the wider design community long after the event had concluded.
The programme was further enriched by the collaboration with Kerakoll, which provided participants with the opportunity to explore the more technical aspects of contemporary design through practical demonstrations and in-depth sessions focused on application solutions.
Accredited by the Order of Architects of Reggio Emilia and granting seven professional training credits, The Cerasarda Experience introduced a new way of telling the story of ceramics: not as a simple product, but as a tool capable of creating meaningful connections between design, culture and territory.
