Ceramic tile manufacturer Mutina celebrates 10th anniversary
Mutina, the Italian ceramic manufacturer is celebrating its 10th anniversary with a series of projects and “firsts”. They not only launched a new website, but released their first ad campaign ever, composed an image film, and introduced two brand new collections that were born from collaborations with some of the top designers of our age. All the other, identity-related ventures feature works of extremely talented creatives as well. The image film was directed by Spanish filmmaker Albert Moya, who got inspired by the HQ building for creating the shot’s visual universe. The tellingly titled “Everything begins with an interruption” operates with the ‘70s industrial aesthetics of the Mutina factory and offices, and is kept in black and white to adhere to the elegance of the interior and the products themselves.
Besides the film, the release of two brand new collections mark the milestone of the company’s 10th year. The Rombini by the Bouroullec brothers and Numi by Konstantin Grcic are suggestive of Mutina’s rank in the market, as they constantly collaborate with the most coveted contemporary designers. The Bouroullecs came up with an alphabet of shapes and colours; their collection features three models, the tile, mosaic, and relief that can be arranged in a variety of architectural compositions.
Grcic, who worked together with the firm for the very first time, took a similar route, but he composed a series of square tiles that differ in their geometric pattern created by glazing. The German designer was absolutely thrilled to work with ceramics and praised the “value and beauty of this ancient material”.
To give the new collections the kind of presentation they deserve, Mutina invited Dutch studio Scheltens & Abbenes to create their first advertising campaign. The shots feature Rombini and Numi in three different architectural compositions that demonstrate well the sculptural characteristics and the endless combination possibilities the tiles have to offer.
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