In observance of Dubai Design Week, the Iris Ceramica Group officially inaugurated the new ICG Gallery Dubai under the theme “Designing the Invisible”. This experimental project focuses on the less tangible dimensions of design, exploring how materials, sounds, aromas, and human perception unite, utilizing principles of neuroscience to understand the contribution of the senses to our spatial experience.
From November 3 to 7, 2026, the new ICG Gallery Dubai, located at Building 6 - Suite B101, Dubai Design District, will present the concept “Designing the Invisible”. Open to the architecture and design public, the event will feature an interactive sensory experience and an Open Talk on neuroarchitecture.
The talks will be led by Evgeniia Molchanova, founder and design director of E+A Studio, and Adriana Graur, creative director of DWP and founder of Adiarchetype. These sessions offer participants the chance to immerse themselves in the universe of the senses, investigating dynamics through neuroarchitecture, tactile ceramic surfaces, sound, and aroma.
The purpose is to encourage a vision that goes beyond purely visual design analysis, adopting a more complete perspective where materials, textures, sounds, and smells form a unified perceptual panorama. Designing the invisible implies conceiving what is not visible, recognizing the role of all elements that shape our perception of a place, such as the sensation of touch, sound propagation, evocative colors, or fragrances that evoke memories.
In this context, the Iris Ceramica Group positions ceramics as a dynamic material, inviting visitors to discover it not only through sight but through a deeper, multi-sensory connection. Textures, surfaces, and material qualities integrate with aromas and sounds, centering the experience on the individual and their interaction with the environment.
“Designing the Invisible” marks the official opening of the new ICG Gallery Dubai, a space dedicated to the dialogue between the Group and the fields of architecture and design. This addition joins the already established galleries in Milan, London, Paris, Berlin, and Madrid. The showroom was designed to allow the experience of the Group's values and materials, treating ceramics as a constantly evolving language.
The vision of the Iris Ceramica Group, summarized as “Reengineering ceramics for the Better”, is manifested through technological solutions applied to surfaces. Among these innovations are touch-sensitive surfaces linked to home automation systems (Hypertouch®), backlit panels (Moonlight), surfaces with antibacterial, antiviral, and anti-pollution properties (Active Surfaces®), and the Alchimia technology. The latter, developed in partnership with VBH and the Iris Ceramica Group itself, reveals audio and video systems through ceramics without compromising their aesthetic appearance.
The showroom embodies the concept of “Designing the Invisible” through its materials and technologies, where the ceramic surfaces themselves carry an invisible universe. The crucial invisible element lies in the technological research behind each Iris Ceramica Group material, ranging from large to small formats, from traditional ceramics to Full Body³ panels, and technologies based on IRIDIA and 4D Ceramics materials. The ceramics line the spaces of the ICG Gallery—including the lobby, suite, and wellness area—functioning as an architectural skin, providing practical inspiration for the hospitality sector.
Beyond tactile and visual characteristics, the showroom exudes a set of natural essences that create a unique fragrance. This fragrance, created in collaboration with Campomarzio70, communicates the Group's identity, unifying its diverse facets and interpretations of materiality.
By presenting “Designing the Invisible” to the Dubai design community, the Iris Ceramica Group proposes a reflection on the meaning of contemporary design, encouraging looking beyond the apparent dimension of surfaces. To design, in this sense, is to give form not only to what is seen but also to the intangible universe of sensations, atmospheres, and perceptions that bring life to an environment, integrating ceramics into the functionality and emotional dimension of design.


