Sicilian ceramics changes skin, allows itself to be contaminated by the languages of contemporary design and becomes pop. But without giving up that identity built over the centuries between colours, shapes and symbols that have made the island’s craftsmanship recognizable throughout the world. Santo Stefano di Camastra and Mistretta thus become not only the setting, but an integral part of the story of a tradition that tries to evolve without losing its soul. «The form evolves, the soul remains» is in fact the heart of the new commercial created and produced by A-Kube for the launch of «Sicilian Pop», the new design line by Terrecotte del Sole. The film was previewed on Sunday 27 September at Palazzo Trabia, in Santo Stefano di Camastra.
The actors Sergio d’Arrigo and Francesca Garofalo
The new decorative line reinterprets the characteristic elements of the Sicilian ceramic style in a contemporary and pop key, combining them with the most authentic and lively expressions of the island’s culture. An operation that brings together the history of manufacturing, design and a Sicily that wants to present itself to the outside world not only through the preservation of its heritage, but also through its transformation. The project is also based on collaboration between business and local institutions. Terrecotte del Sole, an ambassador of craftsmanship linked to Sicilian ceramics for forty years and with an increasingly consolidated presence on international markets, found the necessary support to carry out the campaign in the municipal administrations of Santo Stefano di Camastra and Mistretta.