Design diversion: experiences to live in

There is a moment when architecture stops being about space and becomes about emotion. It is in that moment that the new FAP Ceramiche campaign comes to life, a story composed of light, material and regenerative silences, ready to conquer the pages of the most famous furniture and design magazines.
From May to November, the enduring charm of FAP will adorn editions of AD, Elle Decor and Living, taking readers on a sensory journey which will culminate in the key moment of the year: Cersaie Bologna.

The Concept: “Go out into a FAP bathroom”

The slogan plays on a subtle yet deep diversion: “Go out into a FAP bathroom. Ceramic surfaces to make you fall in love.”
It is an invitation to cross an invisible threshold.
Entering a FAP bathroom does not indeed mean closing oneself in a room, but rather leaving behind day-to-day noise, hurry and stress.
The walls expand, the physical confines vanish, leaving way to a personal refuge where you can finally feel like you are elsewhere.
The bathroom thus transforms into a private creative gallery, a place to be experienced with all the senses, to show off with pride and to live with your soul.

The strength of the message: a benefit for our partners

The new campaign does not limit itself to celebrating the aesthetics of our Materia collections, but also explores their essence, breathing FAP’s vision into the heart of the contemporary architectural debate.
Advertising in the most prestigious titles means feeding a constant dialogue with design professionals: an invitation to discover refined atmospheres and the exceptional quality of our ceramic R&D.
It is the tale of a renewed Italian identity, offering architects and design lovers not just a product, but a creative alphabet with which to transform every creative spark into a concrete and distinctive space.

The language of Materia: two subjects, one unique dream

The visual narrative of the campaign is developed through two interpretations able to grasp the finest aesthetic sensibilities, offering professionals and design lovers versatile solutions for every project goal and requirement.
From the meeting of the vibrant light of Materia Brillante and the ancestral force of Materia Classica comes a dreamlike elegance, in an interplay of harmonic contrasts: a ballet of reflections and textures which create ethereal atmospheres, dedicated to those searching for timeless refinement.

At the same time, the campaign explores a vision of biophilic regeneration, where the reflective purity of Materia Brillante meets the authenticity of Materia Eclettica: the space breathes in harmony with nature, acquiescing to a minimalistic design which transforms the bathroom into an oasis of absolute well-being.

Two different paths, one single promise: transforming matter into an emotion in which to live.
An invitation which remains only to be accepted – to transform visual inspiration into a living project, translating the emotion of the first glimpse into the precious reality of the quotidian.

FAP’s innovations are ready to be interpreted.

See the new FAP campaign at newsagents, on the pages of AD, Elle Decor and Living. From May to December, a continuous inspiration for transforming dreams into projects.