FMG’s technical ceramics, an astronaut, and a brave new world: watch the campaign

In partnership with FMG

The creators at FMG Fabbrica Marmi e Graniti like to think of themselves as ceramic astronauts; mineral explorers travelling through space and strata, touching down in previously uncharted territories, seeking out exotic ore deposits and new, igneous forms to inspire the production of high-end porcelain stoneware surfaces.

A collaboration of nature and innovation is at the heart of the FMG’s mission. Blending respect for the environment with cutting-edge technology, it discovers new ways of transforming rare and precious materials – sands, clays and minerals – into unique expressions of large-format ceramics inspired by natural stone, each creative project comprising research, study and vision.

Research, study, vision in ceramics: FMG’s new campaign

Through the latest iteration of its Live New Worlds campaign, FMG, part of the Iris Ceramica Group, presents a visual and conceptual journey through each of these three processes. Once again using the FMG astronaut as a metaphor for the company and its explorations (following Live New Worlds’ 2024 debut), the first chapter in the new campaign highlights FMG’s research.

It sees the astronaut explore pristine terrain that has endured for thousands of years, and also observe the textures and reflections of ceramic surfaces inspired by natural stone, before going on to analyse their composition. Deep black but brightly variegated with fine, crystal detail emerging to reveal its material richness, FMG’s Calacatta Black MaxFine with a ‘Jewel’ finish is presented as an example of what can result from its research-based approach.

Two further chapters to be released over the coming months include a focus on the ‘study’ stage of FMG’s development process. Stone fragments’ storied, multi-layered composition is studied. The potential for technically and aesthetically outstanding factory-made surfaces to be created is rigorously assessed. The properties of sands, clays and minerals used in the production of large-format ceramic surfaces are thoroughly examined. The astronaut’s focus turns to Crema Avorio MaxFine, its delicate and sophisticated texture specially designed for both performance and aesthetics.

The creative journey, and the campaign, continues onto the factory, the heart of the transformation process, where intuition, knowledge and technology combine in the creation of FMG’s surfaces. During the ‘vision’ chapter, large-format ceramics take shape while maintaining their authentic connection to the natural world. With its rich colours and complex textures, Alaska White MaxFine embodies the process of transforming raw materials into high-performance design solutions that redefine spaces.

The astronaut’s final foray is truly immersive. Material darkness reveals detail and intricacies with clarity, inviting an appreciation of porcelain stoneware surfaces from a new perspective.

For more, see irisfmg.com