ITALY – After the first successful event in 2012, the impress group took the opportunity to showcase itself for a second time as part of the “Tortona Design Week 2014” last week in Milan.

On around 300 m² of showroom space, the internationally operating surface specialist staged a symbiosis of water and high-quality decor designs from its current product range. “H2O – the source of inspiration” is the overarching motto for the design concept that impress will be using for the next two years to capture its creative, entrepreneurial approach in emotional forms of communication.

Impress was able to make this connection instantly in Milan. Upon entering the space at Via Novi 5, a light-flooded old industrial building complex in the heart of the city, the first thing you saw was an ice sculpture. In the morning, the decor surface of the frozen exclamation mark was barely visible while it was still covered in ice. Yet as the day went on and the ice melted, the surface gradually became clearer. Visitors who had seen the impress stand at ZOW Bad Salzuflen had already encountered this installation, which thematically kicked off the H2O design concept and successfully tied into the event in Italy.

As the company explained, “Water is the perfect synonym for the variety found in the impress group’s portfolio of products. Water directly appeals to all of the senses, giving them an emotional charge when combined with decors and thus effectively emphasising the texture and aura of the designs. It is a source of inspiration and a communicative way of bridging the gap between the look, feel and technological features of impress surface products. Water offers an enormous range of traits and temperaments. From a single droplet to the deep, wide ocean, water can be both the tiniest detail and the largest surface covering the earth. Rivers, their landscapes, cultures and people trigger a vast array of associations. Seafaring tells exciting stories of adventure and discovery. The H2O concept is an expedition through the world of water, through the world of impress”.