WOW’s new Micare line was inspired by the glassy wall tiles that shaped the interiors of the ’60s and ’70s. Drawing from the material memory of that era to craft a unique materiality rooted in origin and authenticity, the collection works with the essential elements of the ceramic language—gloss, relief, modular repetition, and chromatic depth—translating them into a contemporary context through a focus on matter, volume, and light.
The collection uses a richly textured vitreous glaze that incorporates mica: tiny metallic particles that add a subtle mineral shimmer. It is not a decorative effect but a luminous microstructure that activates each piece and produces quiet optical depth. This controlled sheen recalls crystalline glazes of the past, enhanced by today’s technical precision.
The palette spans earthy, warm, and rich tones, grouped into ranges that move from sandy neutrals to mineral greens and blues, with more spiced accents. The chromatic reading naturally connects to its retro inspiration while offering an updated interpretation of classic vitreous glaze.
Micare is structured into six ranges—Linen, Ambar, Alpi, Evergreen, Midnight, and Saffron—offering warm and mineral tones while maintaining the material character that defines the collection. Each range comes in three intensities: Light, Medium, and Dark, allowing natural gradients, layering, and transitions. This tonal variation is part of Micare’s identity, conceived to compose surfaces that feel alive and dynamic.
Two reliefs, countless design opportunities
Micare’s character is strengthened by two reliefs developed specifically for the collection: Rim and Canale. Both revisit the volumetric gestures of retro wall tiles, but with a refined, contemporary expression. Rim features a softly rounded edge that creates delicate shadows and subtle volume, while Canale introduces a more pronounced, graphic, and architectural channel. These reliefs can be used individually or combined, expanding design possibilities and adding tactile dimension to the surface.
The 5×15 cm format—an essential element of WOW’s identity—enables modular design and the construction of ceramic envelopes with their own rhythm. Repetition, alternating intensities, and the introduction of reliefs transform each surface into a graphic plane that evolves with the light.
Micare functions as an open system, adaptable to diverse projects and capable of generating atmospheres ranging from subtle, luminous compositions to immersive mural-like layouts with a stronger gesture. The collection allows for layers, sequences, and patterns without losing visual coherence.
About WOW Design
WOW is a signature ceramic editor specialized in the design and development of unique pieces customized to suit the needs of architects and interior designers. Present in more than 90 countries and with 20 years of experience in prescriptive ceramics, WOW currently records a turnover of around €65 million and provides stable employment to 300 people in its local environment. Its main markets are the United States and European Union countries, with the aim of continuing to grow in these regions through the prescriber channel, offering small-scale ceramic products with high added value.
