|
I am I plus my [Jose Ortega y Gasset, 1883-1995] |
Just as a man who loses his memory is alienated from his past and is alone and unhappy, so towns deprived of their past and architectural heritage are monotonous and depersonalized. Historical zones and architectural monuments do not impede the improvement and growth of towns. Preserve: Old is gold. Preservation of the historical heritage and respect for the landscape and of local communities, on the contrary, constitute the basis for guaranteeing a high quality of life. And this is true worldwide. Moreover, it allows a wider observation of certain values often neglected in hyperconsumerism societies, such as durability. In the sphere of building, the consideration of durability as a parameter of sustainability is inevitable.
Ceramic materials are counted amongst those finishing materials that have been best able to conjoin tradition and innovation. The aesthetic and functional values, their flexibility of application and the extraordinary possibilities of personalization of the product all derive from the ability to create ‘magical equilibrium’ between past and future, between craftsmanship and advanced industrial standardization. |