FMG takes technical ceramics out of this world in a new campaign

space man in forest on earth beside slab of FMG ceramics from Live New Worlds campaign

Connemarble Irish MaxFine by FMG, as seen in the brand’s Live New Worlds campaign

(Image credit: Courtesy FMG)

In partnership with FMG

With nature’s many and varied forms of expression as a source of inspiration, FMG Fabbrica Marmi e Graniti – a brand of the Iris Ceramica Group - draws on years of experimentation and experience to create innovative and environmentally friendly architectural solutions in porcelain stoneware. The Italian company highlights the technical and natural duality of its manufacturing process, and its new campaign, Live New Worlds, sees it continue its respectful and admiring dialogue with nature.

The campaign emphasises the theme of exploration, and a renewed link between innovation and the environment. It invites the viewer to take on the role of an astronaut who has landed amid nature and explores and observes its beauty, alongside that of FMG surfaces. The visual journey acknowledges the attention to natural detail that the company employs when creating its high-performance ceramics.

FMG pays homage to the natural world that inspires its ceramics

Live New Worlds visits three ‘lands’, each a backdrop to different FMG slabs, and highlights characteristics such as the veining, colour and texture of the technical ceramic surfaces.

FMG ceramics slabs in nature as part of Live New Worlds campaign — Connemarble Irish MaxFine

‘Juniper’ takes the viewer into a land of lush vegetation; here, the white and marble streaks of FMG’s Connemarble Irish MaxFine shimmer among trees and plants, evoking a sense of freshness and rejuvenation.

‘Harbour’ explores rockfaces, and sees Calacatta Grey MaxFine emerge as a monolith with natural grey-blue hues.

‘Onychis’ is a peaceful oasis where the intense green of Onice Verde MaxFine underlines the message of respect for and reconnection with the environment.

A further two creations are being developed and will be presented on FMG’s website and social media channels later in 2024.

The Live New Worlds campaign, replete with digitally created artifice and a palette of FMG’s colours, pays homage to both architectural transformation and the natural environment.

‘The Live New Worlds campaign is the soul of FMG, a pioneer in the exploration of new creative horizons, at the forefront of design and capable of responding to the most diverse design requirements,’ states the brand. It describes the campaign as an invitation ‘to face the design challenges of our time with a new awareness’.

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Simon Mills is a journalist, writer, editor, author and brand consultant who has worked with magazines, newspapers and contract publishing for more than 25 years. He is the Bespoke editor at Wallpaper* magazine.