APE Grupo returns once again to Cersaie, the world’s leading international showcase for ceramics, held from 22 to 26 September in Bologna (Italy), with a proposal that goes beyond pure aesthetics to highlight design as an emotional and transformative experience.
Under the motto “What you see, what it means”, the company invites visitors to reflect on the duality between what is visible and what lies beneath appearances. Design is presented as a language capable of conveying deep emotions and meanings, beyond the materiality of the product.
The campaign is inspired by principles drawn from architecture and art —such as structure, tension, atmosphere and rhythm— and translates them into visual scenes designed to spark inspiration among architects, interior designers and other professionals.
At its stand, located in Hall 26, Stand B22, APE Grupo brings this concept to life with a staging where ceramic collections enter into dialogue with culture, innovation and artistic sensitivity, reaffirming the company’s identity as a benchmark in design and creativity.
The stand is divided into four environments, conceived as real living spaces where ceramic products reveal their full creative potential. Each environment reflects how design becomes experience, following the narrative thread of the campaign.
In the working area, a specially developed proposal for the fair takes centre stage: ceramic murals with floral motifs designed exclusively for Cersaie, adding a distinctive and decorative character to the space.
Across all the environments, the creative concept “The perfect mix” is showcased, demonstrating how APE Grupo’s materials harmonise with one another. Large and small formats, colours, textures and styles combine in compositions where all the company’s brands are represented.
APE Grupo’s presentation at Cersaie focuses on the versatility and aesthetic richness of its ceramic collections. Among them, special attention is drawn to the company’s commitment to marble- and stone-effect ceramics, with pieces such as Forest Green, Iwa and Zephyra, reaffirming the Castellón-based firm’s ability to reinterpret natural materials with exceptional precision.
Another major highlight is Verse, a collection that reimagines the appearance of natural clay through a finely crafted spatula finish. The result is a surface that faithfully reproduces artisanal textures and subtle chromatic variations, bringing traditional materials into a contemporary language.
Carmen true tiles, the brand dedicated to small-format decorative ceramics, also takes centre stage. This year, Carmen captivates with collections of strong artistic character, such as Arka —a mosaic of traces where matter tells its own story— and Touch, inspired by the optical effects of kinetic art, a twentieth-century movement that explored the illusion of movement, dynamism and changing visual effects through light, geometry and perception.
With this initiative, APE Grupo reinforces its commitment to innovation and the culture of design, placing the user at the heart of its proposal and consolidating its role as a strategic partner for architects, interior designers and specifiers.
“What you see, what it means” is, ultimately, a statement of intent: what is perceived in a space is never limited to its aesthetic, but conveys values, emotions and experiences that make it truly unique.
