CAP Arreghini presents its slogan, “Rediscovering the soul of surfaces”, to introduce materiality at the 2023 Milan Design Week, including textures and fine paintings, gold and marble, in an avant-garde setting equipped with augmented reality.
What lies at the heart of every home? What stories do the colours, textures and materials that make up each surface have to tell?
To answer these questions, CAP Arreghini investigated the link between antiquity and modernism, discovering the soul of surfaces.
The Italian company, specialising in fine paints, will accompany guests at the Fuorisalone 2023 edition in Milan on a journey to rediscover material applications, through a journey from Egypt to Italy, in the splendid setting of a contemporary home in the centre of Milan.
The event title, "Cleopatra and Anthony", accentuates the momentum from antiquity to the future, paying homage to the ancient world by presenting its selection of material textures inspired by the wealthy patrician domus of the Roman era.
Probing into the heart of Roman dwellings, we rediscovered those simple materials, often taken directly from the surrounding environment, with which the Romans built and furnished their domus. Those materials that once made it possible to build solid, healthy structures in synergy with the needs of aristocratic families now give back a harmonious and evocative aesthetic.
The goal set by CAP Arreghini is to give contemporaries a chance to walk through corridors and rooms and admire walls reviving the ancient luxury of dwellings while using safe, high-performance raw materials.
The result becomes a selection of textured finishes with mixtures of earth and precious stones, wood and brick, mortar and marble, paint and limestone, applied to six walls and presented in an almost museum-like guise.
The journey of rediscovering the soul of surfaces will be realised through visual and tactile experiences, emphasising the earth's precious gifts, such as metals and refined materials, enhancing their value.
Matteo Centis, Head of Marketing and Project Development at CAP Arreghini, remarks, "When our decorative paints are skilfully applied, they can create materiality even where there is none”, like “they were dug into the inside of the wall, almost as if to unearth the original material”.
To enhance these valuable paintings, gold-textured display frames, inspired by "the semantics of the museum display of archaeological remains", will be put up.
In this sense, gold will be the real star of the 2023 season!
Probing history, delving into the meanders of one's past and unearthing a priceless treasure to carry into the present and the future.
Thus, the journey to rediscover the soul of surfaces also becomes a journey of self-discovery. The history of humanity is also the history of every man who, through colours, materials, tactile sensations and textures, unveils the profound connection between humans and their origins.
The 2023 Salotto di Milano season implements its exhibitions with augmented reality. Here, visitors can explore materiality by experiencing textures, paintings, decorations and, ultimately, the soul of surfaces, thanks to an extraordinary, multi-sensory experience. Ancient and contemporary become one in the eyes of the visitor, who will have AR (Augmented Reality) technology available to plunge into a Metaverse where CAP Arreghini spaces can be explored.