WOW Design will take part in Cersaie 2026 September 21-25 in Bologna, Italy, where it will present 10 new collections and “The Unexpected,” a central space featuring three ideas that the company will unveil for the first time and that expand the possibilities of ceramics within architecture and design.
A ceramic brand specializing in signature pieces and small formats, WOW’s upcoming participation is based on one essential idea: placing ceramics at the origin of the creative process. From this perspective, the new collections explore different approaches to geometry, color, and materiality, while The Unexpected goes one step further, revealing new ways of understanding and applying ceramics beyond their conventional uses.
This concept takes shape in Reorigin, the exhibition project designed by Summumstudio. Across its 400 sq. meters, the space is organized around a central core dedicated to The Unexpected, while the collections unfold around it, creating a journey in which product, architecture, and design form part of the same narrative.
The project also challenges the usual parameters of temporary architecture through a construction system based on recyclable, low-impact materials and structures. Conceived to meet the functional needs of an exhibition space from a more responsible perspective, the system allows its elements to be dismantled, reused, and adapted to new configurations.
In this way, both the content and the architecture itself respond to the same intention: to question established conventions and open up new paths. From the product to the space that contains it, WOW proposes a vision of ceramics that broadens its fields of application and positions the material as a source of new connections with architecture, interior design, and design.
Reorigin continues a collaboration between WOW Design and Summumstudio that has turned the brand’s exhibition spaces into a field of experimentation around ceramics, architecture, and design. This trajectory has received numerous accolades, including Best Stand at Coverings 2023 and 2025 and, more recently, an Emporia Selection distinction for WOW Design’s projects at Cersaie 2025 and Coverings 2025. These are joined by recognitions from Spain’s National Awards for Temporary Architecture for projects developed jointly, such as Unexpected Hammam for Casa Decor 2022.
This commitment to design also extends to the product itself. The ICON ceramic piece has received a Red Dot Design Award, an iF Design Award, and a Metropolis Planet Positive Award, while its catalog and packaging have received an Anuaria Award and an ADCV Silver Award.
At Cersaie 2026, WOW Design will be in Hall 37, stand A64-B63.
About WOW Design
WOW is a ceramic design brand specializing in the design and development of distinctive pieces customized to each project and to the needs of architecture and interior design professionals, making it unique on the international scene. WOW is present in 90 countries and has 20 years of experience in ceramics for the specification market. Its main sales destinations are the United States and European Union countries, and its aim is to continue growing in these two markets, particularly within the specification sector, through the design of small-scale, high added-value ceramic products.
