Works /
CIMENTO® Madre:
concept
Matter Begins Again.
CIMENTO® Madre is the regenerative material technology through which CIMENTO® reimagines cement-based materials. The calcium carbonate in the formulation comes from recovered industrial eggshell waste, while biofillers derived from grape, sunflower, olive and corn processing waste are incorporated into the mix, defining its texture, tone and depth.
Bio-mineral alchemy
For the launch, Hangar Design Group developed the creative concept, visual identity and manifesto film, crafting a narrative that makes the research behind the technology accessible to designers and architects.
Giving shape to a new origin.
How do you tell the story of a material born from the waste of other production processes?
The project takes its cue from the name itself, Madre, and its ability to generate something new from what already exists. The visual language creates a dialogue between natural raw materials, from eggshells to olive pits, and finished architectural surfaces: pared-back compositions and contrasting textures reveal the transformation from waste into resource that underpins the technology.
Beyond the surface.
Each image captures the material where the process becomes visible, in the traces of incorporated elements and the colour variations created by the biofillers. The visual narrative highlights the aesthetic qualities of the surfaces, giving designers a tangible reference for imagining new surfaces and objects.
The story of CIMENTO® Madre introduces Agro Materia, the source of the formulation’s biofillers. The visual language connects agro-industrial waste with finished surfaces, revealing the link between origin, transformation and aesthetic outcome.
A project in motion.
The concept comes to life in the manifesto film that accompanied the official launch of CIMENTO® Madre.
Hangar Design Group oversaw the entire development, from narrative development and creative direction to content production, as part of an integrated communication system that carries the story across all launch materials. The aim is to translate a complex technical process into a clear narrative that conveys the meaning of the transformation while preserving its depth.
