20 YEARS OF DESIGN LEGACY IN MILAN

• VitrA celebrated its 20-year journey in Milan, a city considered the design capital of the world, with a powerful, sensory narrative. The special installation, created by the renowned design studio Snøhetta and exhibited in Milan, transformed the brand's sustainability vision, material-focused approach, and innovative design philosophy into a striking experience.

VitrA's installation, themed "Ceramics forged in light," was featured in the 2026 MATERIAE exhibition, organized by INTERNI magazine as part of FuoriSalone. Open to visitors from April 20-30, the work brought together sensory elements such as water, light, scent, and sound, offering a multi-layered exploration of the essence of ceramics. It also highlighted VitrA's commitment to responsible production and circular design.

The installation was conceived not merely as an exhibition, but as an intellectual journey focusing on the transformation of the material. The process, starting from the earth and extending to renewal, revealed that ceramics are a constantly evolving structure. The refined fusion of advanced production technologies and craftsmanship reflected VitrA's approach to ceramics as both a deeply rooted heritage and an innovative field of discovery. The narrative, shaped through the interaction of water, fire, earth, and air, established a powerful dialogue with the MATERIAE exhibition, reinterpreting the multifaceted nature of the material.

A Design Language Extending from Earth to Rebirth

Developed with the approach of Snøhetta, an interdisciplinary design practice operating on an international scale, the installation consciously blurred the boundaries between architecture, interior design, landscape, and product design. The created atmosphere drew the viewer into a silent yet impactful experience. As clay transformed into ceramic under high heat, this process was treated not only as a technical production stage but also as a powerful metaphor. The transformative power of fire was represented by light, while the material was redefined as a living organism. Enriched with scent and sound, the composition transformed even the simplest forms into experiential objects.

At the heart of the installation, the eco-friendly ceramic washbasins stand out as a tangible reflection of VitrA's sustainable production approach. Developed in line with circular economy principles, these products reduce environmental impact by 30% per unit while ensuring longer lifespan with recyclable materials. VitrA's collections developed under the nova vita concept, a porcelain tile concept made from 100% recycled materials, take sustainable design a step further. With nova vita, VitrA combines design and sustainability by transforming production waste into high-performance porcelain tiles. At the same time, it increases energy efficiency in production processes, reducing electricity consumption by up to 74%.

VitrA's journey in Milan began in 2006 with the launch of the renowned Istanbul bathroom collection, designed by Ross Lovegrove. This step was a significant milestone that strengthened the brand's position in the international design arena. In recent years, the brand has continued to attract attention with innovative collaborations. The Re-Ceramic installation, realized two years ago with Tom Dixon, deepened the sustainable design narrative by focusing on the transformation of recycled materials into aesthetic and functional products.