Mutina. A New Perspective on Tiles

The new campaign shows the collections by the Bouroullec brothers, Konstantin Grcic and Barber&Osgerby

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Mutina. A New Perspective on Tiles
18/05/2017 - Mutina presents its second advertising campaign, a consolidation of the collaboration with the artists Scheltens&Abbenes. While the challenge of the first campaign was to tell about 10 years of different collections made by different designers, this time the duo had to pit their strength against 3 different collections: Rombini by Ronan and Erwan Bouroullec, Numi by Konstantin Grcic and Puzzle by Edward Barber and Jay Osgerby. Mutina, 2017 - Puzzle by Edward Barber & Jay Osgerby © Scheltens & Abbenes

Mutina, 2017 - Puzzle by Edward Barber & Jay Osgerby © Scheltens & Abbenes

What was your point of view for this new campaign?
We had such a good experience with the previous series we shot for Mutina, working on a carpet made in Amsterdam, turned by Mutina into real (ceramic) tiles and shooting it there for real. It allowed us to work in the same way but only with one collection per image, which was a new challenge for us.

How did you manage to work with single collections this time?
We looked for a way that reflected the collection as a whole. To bring out the specific features of the collections but maintaining a sense of abstraction and illusion, showing something that is not the real use of the tiles, out of their ordinary use. Mutina, 2017 - Numi by Konstantin Grcic © Scheltens & Abbenes

Mutina, 2017 - Numi by Konstantin Grcic © Scheltens & Abbenes

In which way patterns and architecture dialogue with each other?
Colours, patterns, shapes, a coat of paint are all part of the puzzling construction that seems to be threedimensional and flat at the same time. All together they create a sense of space.

After two years of collaboration you are now very familiar with the company. Could you tell us more about your relationship?
We think Mutina understands very well the importance of giving space to the creative process. This attitude becomes visible into the “high and tile collections” and other special projects they grant. They trust their designers and provide a good feedback. We always feel like home at Mutina! Mutina, 2017 - Rombini by Ronan & Erwan Bouroullec © Scheltens & Abbenes

Mutina, 2017 - Rombini by Ronan & Erwan Bouroullec © Scheltens & Abbenes

The cooperation with the Dutch duo confirms the sensitivity of Mutina towards the world of art, inborn in the experimental approach always accompanying it and conceiving ceramic as an art product. This year this very creative approach involved Mutina in the prize This is not a Prize, promoted in cooperation with Artissima.
On the occasion of the Venice Biennale 2017, the first prize was awarded to the young artist Giorgio Andreotta Calò, who was then selected by the administrator Cecilia Alemani as one of the three Italian artists protagonists of the Italy Stand. As expected by the concept of THIS IS NOT A PRIZE, Mutina chose to support it in the production of its site-specific installation: “Senza Titolo (La fine del mondo)”.

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