Roca confirms its presence at Milan Design Week 2024 with a debut at Salone del Mobile and an installation at Fuorisalone


‘Mediterranean Perspectives’ and ‘Sparking Change’ demonstrate Roca’s commitment to sustainable innovation and embody the essence of the brand’s heritage and values. From 15 to 21 April, Roca will present its latest collections and cutting-edge developments in two different spaces at Milan Design Week. The company will highlight its continued focus on pioneering solutions, sustainability and creative expertise with ‘Mediterranean Perspectives’ at Salone del Mobile and ‘Sparking Change’ at Fuorisalone.

Roca at Salone del Mobile 

Nestled within the bustling International Bathroom Exhibition, Roca’s pavilion stands out with a geometric design that is reminiscent of the Mediterranean and closely linked to Barcelona architecture. Designed by Barcelona-based architecture firm, Mesura, ‘Mediterranean Perspectives’ is an introverted design that opens up via a central plaza, inviting visitors to enter and discover the interior.  

"Our aim is to provide an immersive experience for visitors," says Benjamin Iborra of Mesura. "We strive to create a memorable experience that goes beyond the ordinary, inviting guests to explore the different products and collections on display, and also gain an understanding of Roca’s values and heritage." 

Geometry is key in the design of this pavilion, serving a dual purpose. From the exterior, it represents a return to Roca’s origins and the character of Barcelona. Once inside, the variety of geometries creates a unique atmosphere and interior volume, with different capsules for every collection, each with its own atmosphere, geometry, and materials. 

Materiality is a crucial factor in the design of this ephemeral space. In keeping with Roca’s commitment to sustainability, Mesura used reclaimed wood from previous projects and shutters from last year’s ISH fair in Frankfurt to reduce environmental impact of this stand. 

Salone del Mobile Pavilion 10 Stand Nº B19-C12 Rho Fiera Milano April 16—21 

Roca at Fuorisalone  

The ‘Sparking Change’ installation, designed by Mario Cucinella Architects, is inspired by the recent launch of the world’s first electric tunnel kiln at Roca Group’s production plant in Gmunden, Austria. The installation embodies the principles of circularity and decarbonisation, demonstrating the positive environmental impact of this pioneering innovation that is leading to a paradigm shift in the ceramics sector.  

‘Sparking Change’ highlights an innovative technique that respects the environment and enhances tradition through the creation of a semicircular backdrop composed of 1,200 3D-printed ceramic blocks,” explains Mario Cucinella, Founder & Creative Director of MCA – Mario Cucinella Architects. “This installation is evidence that technology and digital tools are no longer merely instruments for creating but also for stimulating new ideas." 

The installation symbolizes the positive impact of e-kiln technology and shows how knowledge, experience and technology have led to a pioneering innovation in the sanitary ceramics industry. Each 3D-printed clay block is produced using a low environmental impact process that uses virgin clay and recycled ceramics. The shape and colour gradient of the curve are symbols of the operating temperatures of the ceramic firing process. The self-supporting structure can be dry assembled and is easily disassembled, ensuring its potential for reuse at future events. 

Roca's installation will offer visitors a unique blend of physical and virtual engagement. Web augmented reality will allow visitors to immerse themselves in an interactive experience to learn more about the benefits of Roca’s new zero carbon tunnel kiln.  

Fuorisalone Interni “Cross Vision” Università degli Studi di Milano Via Festa del Perdono, 7 April 15—28 

Electric tunnel kiln 

In partnership with Keramischer OFENBAU, Roca Group unveiled the world’s first electric tunnel kiln for the production of sanitaryware ceramics at its Gmunden, Austria facility. This groundbreaking initiative has positioned Roca Group as a global leader with a net-zero sanitaryware production facility, representing a paradigm shift for the ceramics sector as a whole.  

The electric tunnel kiln is a highly efficient and sustainable alternative to traditional production methods that rely on fossil fuels. The progress made in achieving complete decarbonisation in ceramics production demonstrates its feasibility, economic viability and potential to pave the way for a sustainable future. This milestone in a net-zero sanitaryware production facility is central to Roca Group’s decarbonisation strategy and will play a pivotal role in helping the Group achieve its SBTi target of carbon neutrality by 2045. Inching closer to this target, the Group closed 2022 with a 39% reduction in CO2 emissions from its operations compared to the 2018 baseline.  


About Mesura 

Mesura is a model for creativity, achieving durable and creative solutions by venturing into the unknown and by reimagining the practice of architecture and design. The studio was founded in 2010 by five partners after being awarded the prestigious European Urban Planning Award. For the past fourteen years, Mesura has learned to untangle the complexities of each challenge to reveal the essence of the concept. 

Mesura explores a wide range of mediums, including spatial projects, objects, resources, and editorial work. Each medium presents a unique opportunity to bring new ideas to life. Whether designing a space, crafting an object, curating resources, or producing thought-provoking content, Mesura approaches each project with dedication and a commitment to excellence. 

Mesura’s working process is based on a transdisciplinary methodology that seeks to find connections between the various fields they operate in. Each project serves as a testing site where the process is as valued as the final outcome. Mesura believes that true innovation occurs when different perspectives and ideas intersect. 

Mesura helps clients challenge their current state and work towards their desired outcome. They offer guidance, expertise, and experience throughout the entire architectural and creative process, from ideation to construction. 

About MCA – Mario Cucinella Architects 

Founded by Mario Cucinella in 1992 in Paris, MCA - Mario Cucinella Architects currently has offices in Bologna and Milan and consists of more than 100 professionals. Making use of its own internal R&D Department, which carries out research on sustainability issues, MCA specialises in architectural design that integrates environmental and energy strategies. The practice has completed projects in Europe, China, Africa, the Middle East, and South America. They include Art Museum of Fondazione Luigi Rovati in Milan; a new surgery and emergency healthcare centre for the San Raffaele Hospital in Milan; the Church of Santa Maria Goretti in Mormanno; the new Rector's Office for Roma Tre University in Rome; One Airport Square in Accra, (Ghana); the new headquarters for NICE in Limeira (Brazil); and the Sino-Italian Ecological and Energy Efficient Building, in Beijing (China). At present the practice is engaged on approximately 50 other projects including in Milan, the masterplan of the MIND - Milano Innovation District, the SeiMilano mixed-use project, and the Unipol Group Headquarters; the Valle D’Aosta University Campus in Aosta; The Italian Pavilion at Expo 2025 Osaka; the two mixed-use "Viertel Zwei" towers in Vienna; and the MET Tirana Building in Tirana. MCA collaborates with the SOS - School of Sustainability Foundation, a school based on an open, holistic, and research-driven approach that gives young design professionals and recent graduates the necessary tools for addressing environmental issues. The school was founded in 2015 by Mario Cucinella and is based in Milan.