For the 2025 edition of Cersaie we designed and curated a completely new concept for the exhibition space, conceived as a true stage set meant to surprise and leave a lasting impression; We developing the concept of a contemporary arena.
The arena is composed of three monumental staircases that host the products, highlighted by new color palettes. These architectural structures, rigorous and imposing, are cut through with openings and passages that generate unexpected perspectives and light effects, freely inspired by the architectural cuts of Palazzo Feltrinelli in Milan. The result is a dynamic landscape where spatial intersections and visual rhythms guide the visitor through an immersive journey.
A central portal connects and unifies the various exhibition areas set “under the staircase”, emphasizing our design approach: beauty is not only on the surface, but also hidden within the spaces below.
The stand thus takes shape as a contemporary museum-like environment: a classical arena reinterpreted with a minimalist and architectural gaze, where each element contributes to a unique visual experience.

“This year’s project was born from a simple yet powerful intuition: to bring the product back to the center in a narrative and immersive way. The arena is a space that welcomes and invites discovery; it is not just a stand, but a strong design gesture, almost urban in nature.
With this installation we wanted to create a ceramic landscape where every piece interacts with the space, is enhanced by different viewpoints, and becomes a protagonist. A monumental staircase, crossed by visual cuts and chromatic intersections, stages the new products as if they were actors on a stage.
For us, Cersaie is not only a key appointment but also a moment of exchange and inspiration that pushes us to take a step forward each year. With Arena we want to reaffirm our bold, thoughtful, and never banal approach to design: creating spaces and products that endure over time, capable of surprising while remaining true to our vision.”

PH Eye Studio