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28/03/2017: SPECIAL EVENT FUORISALONE

THE ITALIAN SIRCA DRESSES “HIGHLINE GALLERY” WITH MATERIAL EFFECTS ALONG AN "EMOTIONAL" PATH ON THE ROOFS OF MILAN FROM 4th TO 9th APRIL
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Sirca, Italian chemical industry specialized in the production of industrial coatings for wood and metal, encompasses art and architecture also this year, by dressing with material effects "Highline Gallery" in Milan through the event CROMATERIA EXPERIENCE.

The concept-event consists of setting up a suggestive minimalist path developed on four themes: Nature, Light, Material and Metal, to discover the new line of material effect products Provocazioni.

Sirca took care of the planning of the event in collaboration with some major figures in the architecture and design scene. These include: Meregalli Merlo Associated Architects and Massimo Corns Design Studio with the collaboration of Patricia Malavolti from ANVER for colours and finishings. Moreover, it was possible to convey the design concept by applying it to design elements, thanks to the collaboration with RIFRA and Mininno Design, Sirca’s customers-partners.

 Sirca’s Vice President Maurizio Durante describes the philosophy of the event:

"We think it is necessary to communicate our added value to the people who attend the Milan design week, to let them know that we are an integral part in the furniture world, and we can make an important contribution to relate the world of design with the production one. During "CROMATERIA EXPERIENCE" there will be a meeting on the colour and on the emotional aspect of using the finishings of the "Provocazioni” collection, to continue last year’s experience in this context, too."

The people who will be in the heart of Milan from 4th to 9th April will have the possibility, by accessing through a small transparent lift, to walk along the 250-meter scenic walkway, where seven “bays" will be set up, immersed in the beauty of Milan panorama.

The "outdoor rooms" of CROMATERIA EXPERIENCE house four themes involving the use of Provocazioni range of products that give the treated surfaces, such as chaise longues and chairs, unique and amazing tactile and visual effects.

• Light: Colours and reflections change depending on the light and on how this affects the surfaces;
• Material: cement, blackboard, “soft touch” effects create tactile sensations that go beyond the colour;
• Metals: treated metal surfaces that recall cor-ten, oxidized copper, steel and anodized effects;
• Nature: a call to nature in an experience of sensations and colours, where the wood is protected by a water-based finishing.

The theme of nature was born within Sirca R&D laboratory in collaboration with Covestro Deutschland AG. The beginning of a process of formulation of products manufactured using raw materials coming from renewable resources, with a low environmental impact that will be previewed at the event CROMATERIA EXPERIENCE and at the same time during the European Coating Show in Nuremberg.

Milan, March 2017

CROMATERIA EXPERIENCE
"Highline Gallery" (Via Silvio Pellico, 2 Milano)
From 4th to 9th April 2017

Information: info@sirca.