Uncovering the remarkable hidden potential within natural stones

Danilo Di Michele, Founder and CEO at DDM ADVERTISING, took center stage at Marmomac 2024 with his innovative installation, The Applaud. This masterpiece, blending the natural grandeur of marble with the refined elegance of glass, pays tribute to both nature and craftsmanship. At the heart of the work showcased in the striking The Plus Theatre is the Fazzoletto, inspired by the iconic vase created by the creative genius Fulvio Bianconi for Venini.

Inspired by the act of applause, the installation honors the harmonious relationship between raw materials and modern design technology. The production process toke place before the captivated eyes of visitors, with every detail on display, showcasing the remarkable collaboration between the various entities involved in bringing this project to life. A wide network of partners played a pivotal role, providing premium materials, employing cutting-edge robotics, and implementing advanced production technologies, such as water treatment systems.

In this interview, Di Michele shares insights into the inspiration behind The Applaud, the evolving role of artisans in today’s design landscape, and the timeless beauty of natural stone, while highlighting the unique fusion of tradition and innovation that embodies the essence of Made in Italy.

For Marmomac 2024, you personally oversaw the creation of the installation The Applaud. What inspired the name, and how did the concept originate?

Danilo Di Michele:

“The installation The Applaud at Marmomac 2024 is a celebration of the harmonious union between natural stone and advanced design innovation. The inspiration behind the name stems from the idea of applause—an act of appreciation and acknowledgment. In this case, it’s a symbolic gesture to honor both nature and human craftsmanship. The concept originated from the desire to showcase stone in its most authentic form, highlighting its raw beauty, while also integrating the precision and possibilities that modern technology affords. By doing so, The Applaud serves as a tribute to the timeless appeal of natural materials and the advancements in design that elevate them. The installation invites viewers to appreciate the depth, texture, and history that stone carries, while also witnessing the role of innovation in shaping its future in the design world.”

As an expert in design and communication, what do you believe is the source of the beauty in natural stone?

Danilo Di Michele:

“As an expert in design and communication (view DDM Branding), I believe the beauty of natural stone stems from its inherent connection to the earth and the timeless story it tells. Each piece of stone carries with it millions of years of geological history, making it a living testament to the natural processes that have shaped our planet. This raw, unrepeatable formation gives stone its unique texture, veining, and color patterns, which no man-made material can truly replicate.

The source of natural stone’s beauty also lies in its versatility. It embodies both strength and elegance, and can be shaped into various forms without losing its organic essence. Its ability to adapt to modern and traditional design contexts allows it to transcend trends, remaining a symbol of both permanence and luxury. Moreover, the tactile quality of natural stone—its coolness, texture, and weight—creates a sensory connection between the material and the person experiencing it.

This tangible link to nature adds depth and authenticity to any space or object, reinforcing the idea that beauty in design comes from materials that have a soul, a story, and an unmistakable presence. In essence, the beauty of natural stone comes from its origins, its authenticity, and its ability to harmonize with both nature and human creativity in a way that feels timeless yet always relevant.”

The Applaud highlights both the most advanced innovation and the enduring charm of natural stone. In this setting, how does the artisan’s role, as traditionally perceived in the collective imagination, change?

Danilo Di Michele:

“In The Applaud, the role of the artisan is both preserved and transformed. Traditionally, artisans have been seen as the custodians of craftsmanship, working with their hands to shape raw materials into objects of beauty and utility. This perception still holds true, but in this installation, the artisan’s role expands to include not only the mastery of traditional techniques but also the incorporation of cutting-edge technology.

The fusion of innovation and nature shifts the artisan’s place from solely being a hands-on creator to a collaborator with machines, algorithms, and digital tools. In The Applaud, artisans become curators of both natural and technological processes, blending their deep understanding of stone with new ways of shaping, cutting, and presenting it.

What remains unchanged is the artisan’s keen eye for detail, their respect for the material, and their ability to imbue each piece with meaning. However, in this evolved context, they are also pioneers, pushing the boundaries of what is possible with natural stone. As innovation redefines the design landscape, the artisan becomes a bridge between the old and the new—honoring the past while embracing the future.”

The association of marble and glass in The Applaud is a brilliant choice, drawing inspiration from Fulvio Bianconi’s Fazzoletto vase for Venini to highlight the qualities of natural stone. How do you think these two materials embody the essence of Made in Italy?

Danilo Di Michele:

“Marble and glass are two of the most iconic materials in Italian craftsmanship, both deeply rooted in Italy’s artistic and cultural heritage. In The Applaud, the combination of these materials goes beyond aesthetic appeal—it captures the very essence of “Made in Italy,” where tradition and innovation walk hand in hand.

Marble, synonymous with the grandeur of Italian art and architecture, represents the timeless beauty and enduring strength of natural materials. It evokes images of classical sculptures, Renaissance masterpieces, and the Italian landscape itself. Glass, particularly when connected to the artistry of Murano, embodies a lighter, more fluid aspect of Italian craftsmanship. The inspiration drawn from Fulvio Bianconi’s Fazzoletto vase produce by VENINI brings to light glass’s playful elegance and its capacity for transformation, much like Italy’s role in shaping contemporary design.

Together, marble and glass create a dialogue between solidity and fluidity, between the permanence of stone and the ethereal nature of glass. This juxtaposition is at the heart of Italian design philosophy, where respect for tradition coexists with a passion for innovation. The Applaud uses these two materials to showcase Italy’s mastery in working with natural resources while pushing the boundaries of what they can represent. It’s a celebration of craftsmanship that is not just a nod to the past, but a testament to Italy’s continued leadership in design and artistry.”

Your team led The Plus Theatre project, the cultural centerpiece of the Marmomac fair. What was the purpose of this initiative, and what objectives were you striving to meet?

Danilo Di Michele:

“The Plus Theatre project at Marmomac was conceived as a dynamic intersection of culture, design, and innovation, with the overarching purpose of elevating the dialogue around natural stone and its role in contemporary design. As the cultural centerpiece of the fair, The Plus Theatre sought to bring together diverse voices from the worlds of architecture, art, and craftsmanship to explore new possibilities in working with stone—both as a material and as a medium of expression.

One of our main objectives was to foster a deeper understanding of the material’s versatility. We wanted to showcase natural stone not only in its traditional uses but also in innovative applications, pushing the boundaries of what can be achieved through collaboration between technology and craftsmanship. By providing a platform for live demonstrations, expert talks, and design presentations, we aimed to highlight the enduring relevance of stone in modern architecture, while also promoting sustainability and forward-thinking design.

Another critical goal was to create an engaging space that encouraged interaction and inspiration. We envisioned The Plus Theatre as more than just a showcase; it was a cultural hub where professionals, designers, and creatives could connect, exchange ideas, and spark new collaborations. Ultimately, The Plus Theatre was designed to be a celebration of the material, the craftsmanship, and the innovation that define the Marmomac fair, reinforcing its reputation as a global leader in the stone industry.”