Preview of bt-SPACE: where ceramic technology arouses emotions


More than 500 participants including many prestigious guests converged on Fiorano Modenese on the evening of 24 May for the preview of bt-SPACE, the new venue devoted to communication between Siti BT Group and its partners. Designed by the Formigine-based group with the aim of building greater awareness of ceramic culture, the large space was packed out with ceramic industry entrepreneurs from the Sassuolo area, representatives of public institutions, training organisations and business associations, as well as the group’s employees and associates.

The bt-SPACE presentation evening hosted numerous initiatives along with fine music, food and entertainment. The events began with a roundtable discussion entitled “Technological beauty” moderated by Radio Deejay presenter Vittorio Lelii, and featuring the participation of writer and archaeologist Valerio Massimo Manfredi, the editor of the magazine “AD Architectural Digest. Le più belle case del mondo” Ettore Mocchetti and CEO of SITI BT Group Fabio Tarozzi. One aspect in particular that all the speakers focused on was the ability of ceramic products to combine technology and emotion. Through a skilful blend of technology and creativity, they explained, ceramic can be transformed into an artform of pure beauty capable of bringing elegance to any space, generating well-being and arousing emotions in our day-to-day lives.

This concept was discussed in depth by Fabio Tarozzi. “The space will host a range of events devoted specifically to ceramic products,” he said. “Our aim is to promote awareness of the creative capacity and freedom of expression provided by our technologies in every stage of the manufacturing process. During this autumn’s ceramic industry exhibitions, we will use the venue to present numerous interior design concepts based on the latest-generation large ceramic surfaces. Our technologies are now capable of creating ceramic products of outstanding aesthetic quality for any application, from bathroom and kitchen countertops to floor tiles, complete wall coverings and solutions for exteriors.”

bt-SPACE will also be available to the local community for events and initiatives organised in cooperation with public institutions, trade associations and training institutes, schools, and universities.

The bt-SPACE project marks the natural evolution of the Group’s communication strategy and underscores Siti BT’s unique characteristic as a supplier of complete turnkey plants for the ceramic industry. Firmly-established in the Sassuolo ceramic cluster, the Group supplies highly specific technologies for all operations contributing to the aesthetics of ceramic products, from the graphic design services provided by Digital Design to the digital decoration solutions developed by Projecta Engineering and the product finishing technologies produced by Ancora.

bt-SPACE will be officially opened at the end of September during the exhibitions Cersaie and Tecnargilla.