Interview with Ms. Federica Minozzi, CEO, Iris Ceramica Group

06 Nov Interview with Ms. Federica Minozzi, CEO, Iris Ceramica Group

Iris Ceramica Group has consistently pushed the boundaries of what ceramic materials can do. Can you provide an overview of Iris Ceramica Group, including your product portfolio and presence in the US?

Iris Ceramica Group is a global leader in high-end ceramic surfaces for residential, commercial and industrial use. Our work is guided by the belief that culture drives change, and we promote innovation, sustainability and excellence across all projects. Our vision is ‘reengineering ceramics for the better,’ creating solutions that improve the relationship between people and their environment. By merging technology with ceramic materials, we transform ceramics into functional, cutting-edge surfaces that can help improve daily life and the way spaces are experienced. We believe in the Beautility of Ceramics: we combine beauty with functionality, making ceramics both elegant and transformative.

In the US, we have a large plant in Crossville, Tennessee, under Stonepeak brand, fully owned by Graniti Fiandre in Italy. We distribute through two brands: ICG Italia, for Italian-made products and Stonepeak, for US-made production. Our strategy is to develop state-of-the-art technologies at our Italian headquarters and, once mature, transfer them to the US market. We showcase Italian products in our ICG Galleries in New York, Chicago, San Francisco and soon Los Angeles. We reach customers through three channels: major architectural projects, retailers and home centers and important international brands.

By tailoring our approach to each channel, we stay customer-centric and responsive to specific needs. We invest heavily in both people and technology. New technologies are developed in Italy and then transferred to the US or Germany once they are ready. For example, we were the first US ceramic manufacturer to produce large slabs and we have also already introduced 3D vein-through technology, creating full-body slabs with the same design throughout the surface and thickness — ideal for high-end furniture applications like countertops, tables etc.

From the start, my vision has been to turn the limits of ceramics into opportunities. Overcoming the two-dimensionality of ceramics led us to develop full-body technology, making products more durable, coherent and limitless in application. We also lead in sustainability: last year we began producing self-generated green hydrogen in Italy in our H2 Factory® and by next year we aim to run one kiln with a 50% green hydrogen blend before expanding this technology to Germany and the US.

Some of your latest developments are in Hypertouch, Design Your Slabs, 4D Ceramics and a partnership with Alchimia to create immersive audio-visual technology that blends seamlessly with the ceramic. Can you share how the recent partnership with Alchimia reflects your broader innovation strategy?

Innovation is our driving force. Our latest development, Alchimia, created with Dutch company VBH, combines ceramic surfaces with advanced audiovisual technology. It transforms walls into immersive, sensory experiences while concealing black screens when not in use — enhancing both beauty and functionality in homes, offices and public spaces.

We develop such solutions by working closely with architects, designers and developers, turning their needs and ideas into inspiration for innovation. Innovation is central to us. In 2022, Hypertouch won Wallpaper magazine’s award for most intelligent domestic device. It transforms ceramic slabs into touch-sensitive surfaces — like a smartphone screen — that can control lights, windows, speakers and other devices. We also created Design Your Slabs (DYS) to meet the growing demand for uniqueness. Each slab can be customized with high-definition designs, turning ceramics into a medium for self-expression or storytelling. A powerful example is the Armenian church — Saint Sarkis, Carrolton, Texas — designed by David Hotson which incorporates DYS technology to print on ceramic slabs 1.5 million custom pixels. The tiny icons cover the entire church façade and commemorate the Armenian genocide.  Recently the project won another major international award.

Our 4D Ceramics technology produces full-body slabs using a blend of green hydrogen, making sustainability the “fourth dimension.” We also launched Attract, a magnetic installation system that makes ceramics fully reusable. Through a leasing model with a global partner, clients can rent ceramics for months or years and return them for reuse — ideal for temporary stores, exhibitions or relocations. Finally, Moonlight transforms slabs into luminous surfaces, similar to alabaster or onyx, allowing them to be beautifully backlit. These solutions demonstrate how creativity, innovation and sustainability converge to expand what ceramics can achieve — pushing beyond the limits of the material itself.

In a socio-economic context that is rapidly evolving, I believe the concept of partnership is absolutely crucial. True transformation cannot happen in isolation: it requires a shared vision and common values. For us, partnerships mean building bridges between stakeholders — universities, research centers, entrepreneurs, associations, institutions — and fostering an ongoing dialogue. Our role is often that of a facilitator: creating the conditions for exchange and collaboration. By sharing knowledge and values, we can generate a genuine collaborative ecosystem, one that accelerates both innovation and cultural change. This is the only way we can face today’s challenges and design a more sustainable, inclusive and future-oriented society.

Iris Ceramica Group has achieved nearly zero emissions from paint at its Italian production plants and leads in circular production practices. How do these practices influence your international operations, particularly in Germany and the US?

My father founded the company in 1961 with a vision of sustainability, believing that the economy should serve humanity and improve the world. Since then, sustainability and innovation have remained our driving forces. In 2015, we set out to eliminate emissions, going beyond regulations to achieve near-zero volatile organic compound pollutants. By 2019, we advanced further, designing a fully green hydrogen plant. We rebuilt our facility with solar panels, rainwater recovery systems and hydrogen production powered by renewable energy. In 2024, we collected nearly 2.4 million gallons of rainwater, used both for the production of hydrogen and ceramic production.

Furthermore, Stonepeak  is among the first in the American ceramic slab industry to achieve ISO 14064-1 Organizational Carbon Footprint Validation. This milestone highlights our strong commitment to voluntary transparency, environmental responsibility, and the integration of sustainable practices across every aspect of our operations. It further consolidates our leadership in delivering innovative green building solutions.

Despite operating in multiple countries, the company has stayed firmly rooted in Italian design values. How do you maintain the distinctiveness of ‘Made in Italy’ while expanding your global footprint and what role do your ICG Galleries play in communicating this identity?

Our Italian heart shines through design, craftsmanship and innovation. In our ICG Galleries, we showcase not just products, but the core values that guide our work: sustainability, innovation and excellence in quality. Products may evolve, but choosing us means access to the most advanced technology available at any time. Our galleries are key spaces where we share this vision directly with our stakeholders.

As both CEO and daughter of the founder you have guided the company through generational change while expanding its global presence. What has been your most defining leadership challenge and opportunity since taking the helm?

I faced two main challenges. First, entering a traditional male-dominated industry in 1997 as a young woman and the owner’s daughter, I had to prove my capability and gain acceptance as a leader. I worked to show that women can lead teams with strength and different, valuable qualities.

Second, I transformed the company from product-centric to customer-centric. This required a cultural shift — teaching managers and employees to listen more than they speak, to understand clients’ needs and to deliver tailored solutions. Products change, but our true value lies in providing the right answers to the evolving demands of the market.

What is your final message for the readers of USA Today?

Iris Ceramica Group stands at the crossroads of heritage and innovation, proud to bring Italian excellence to the US, not just our products, but cutting-edge technologies and sustainable processes. Our mission is ‘reengineering ceramics for the better’, shaping a future where design, innovation and responsibility create a better life for generations to come.