Photography by Matteo Pastorio
One year ago our CEO Massimo Orsini decided it was time to give a fresh and brand new image to Mutina. Being an art passionate and books collector, he found himself sifting through the shelves of a bookshop in Milan; that’s how he came in contact with a new Italian magazine, Alla Carta.
His intuition led him to contact the people behind the magazine, Yara De Nicola and Fabiana Fierotti – who were also working as creative consultants with their Alla Carta Studio – and ask them to come and meet the Mutina people in Fiorano Modenese.
Since then Mutina and Alla Carta Studio have work close to give the company a new image, through a simple but effective strategy.
First of all a brand new company profile that could tell about Mutina through its collections, realizations, research, materials and, of course, designers.
Then the very first advertising campaign, shot by artist duo Scheltens & Abbenes, a tale about the past ten years of the company and a celebration of the collections that have marked Mutina’s success so far.
We also tested a new kind of event, with the presentation of Inga Sempé’s Tratti collection in Paris: an art gallery became the setting for a tiles exhibition as well as the perfect location for a cocktail with a surprise, a special hand-made portrait by illustrator Tobias Gutmann.
We saw Konstantin Grcic create his first collection for Mutina, Numi, a real conversation about art and an exploration of a world close to the company, which becomes the basis for the study of colors, materials and shapes.
To celebrate the ten years of the company we have contacted Spanish filmmaker Albert Moya who directed the first short film dedicated to Mutina: “Everything begins with an interruption”. A tale about Mutina’s family and work with ceramics.
We ended this wonderful year with a celebration. An event during Cersaie 2015, set in our HQ in Fiorano Modenese, where we invited all the friends that have supported the company since its very first steps in the world of ceramics and design.
Quite a lot has been done in this past year and we cannot wait to share with you what we have planned for this year to come. Stay tuned!