Tile International 4/2011

ISSN2039-8301

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2012

Light+ A radiant collection driven by the light.

The basic idea behind the Light+ Collection, which offers holistic solutions in bathrooms with ceramics, washbasins, wall-hung toilet seats, bathtubs and bathroom furniture, is to create a rich combination of light and shadow. Created in the signature style of Japanese designer Isao Hosoe, Light+ brings the groundbreaking visuality of origami art to bathrooms in a flawless manner.

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countries of origin of turnover of of visitors represented sector

of recent innovations presented at the fair

THE FUTURE OF CERAMICS

23th International Exhibition of Technology and Supplies for the Ceramic and Brick Industries

organized by

www.tecnargilla.it

in cooperation with

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Through the energy of our ideas, The drive of the most innovative technolog ogy The passion for great challenges.

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Advertiser's list October/December 2011 - N. 4

Publisher:

Àbax 25

Tile Edizioni S.r.l.

Via Fossa Buracchione 84 • 41126 Baggiovara (Modena) • Italy Tel. +39 059 512 103 • Fax +39 059 512 157 info@tiledizioni.it • www.ceramicworldweb.it

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Cotto 56-57 Everstone 26-27

Editor and Publishing coordination: Chiara Bruzzichelli

• Translation: - Geoff Day - John Freeman • www.tiledizioni.it/subscription • Each copy: Euro 4 • Subscription: - Italy, 1 year: Euro 50 - Abroad, 1 year: Euro 70 - Italy, 2 years: Euro 70 - Abroad, 2 years: Euro 90

• Tile Edizioni ms. Paola Giacomini ms. Elisa Verzelloni Tel. +39 059 822 337 Fax +39 059 826 803 p.giacomini@tiledizioni.it e.verzelloni@tiledizioni.it

Ite Mosbuild

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Montolit 21 Niro Granite

• mr. Alberto Tolomelli Tel/Fax: +39 051 381 939 Mobile: +39 335 594 8681 a.tolomelli@tiledizioni.it • Studio Mitos mr. Michele Tosato (Triveneto) Tel. +39 0422 892 368 Fax +39 0422 891 055 Mobile: +39 348 8732626 michele@studiomitos.it

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Saudi Ceramics

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• mrs. Marina Morandi Mobile: +39 335 314 531 effeemmeadvertising@libero.it

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Contents

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App -to-date with 9 - Editorial Estimates, forecasts and final figures?

12 - Tilefax 22 - In the spotlight

GranitiFiandre’s 50th anniversary

In the spotlight 28 - Kale, a new player in the Italian ceramic industry 32 - German tile association elects new Chairman

Special on... Spain 36 - Spain’s ceramic industry takes the stage 38 - Tile of Spain promotes ceramic for the cities of tomorrow 40 - Made in Spain: the companies’ eye view Cersaie 2011

Cersaie 2011

48 - Project

by Chiara Bruzzichelli

Welcome to Cersaie 2011

Ceramic thermal-comfort floor saves

energy and reduces costs

MADE expo 2011 50 - Solid growth for MADE expo 32 - Slide by Listone Giordano brigns parquet to life

OPENING ECONOMIC CONFERENCE

Report Cersaie 2011 58 - Cersaie confirms world-leading status 62 - A breath of fresh air in the bathroom pavilions

PALAZZO DEI CONGRESSI IN BOLOGNA

Tuesday 20 September, 11.00 a.m.: The theme of the conference is “Keeping pace with the market” and will feature talks by Confindustria chairman Emma Marcegaglia and Confindustria Ceramica chairman Franco Manfredini, together with Jacques Attali, an eclectic personality and prominent figure in the world of economics, culture and finance, both in France and internationally, and Antonio Tajani, vice president of the European Commission responsible for Industry and Entrepreneurship.

Jacques Attali, born in Algiers, is an intellectual, economist, philosopher and historian who has taught economic theory at the École Polytechnique and the Université Paris Dauphine. A contributor to the news magazine L’Express, he has written dozens of books that have been translated into more than twenty languages.

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Cover picture by: FLUIDITY - Ascer @ MADE expo 2011 (see page 38) Advertiser’s list: page 5 Subscription order form: www.tiledizioni.it/subscription Translations: Geoff Day / John Freeman

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T ENT PENDI N

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EASY

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easy for cleaning_easy to clean

DE IN I TALY

The removable bag allows to take out dirty water and grout residual without the need to clean the basin. It also permits to dispose with ease the residuals in accordance with regulations. The bag is made with premium quality and high resistant plastic; it is easy to close and it can be left on the floor for subsequent disposal.

Large and big diameter wheels avoid the bucket to enter into the joints.

The three sturdy rollers, also provided with lateral barriers for directing water into the bucket, are 15째 inclined in order to avoid the sponge float to touch the bucket rim when squeezing and prevent dripping.

For preventing dripping, the basin is also equipped with raised edge all around the rollers area.

The basin is built with premium quality high-resistant plastic which ensures long-lasting and extra-strong grid.

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It can be used also without bag. When used without bag, the sharped-edge-free bottom allows to clean the basin with ease

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RAIMONDI S.p.A.

Via dei Tipografi 11 41122 Modena - Italy tel. +39 059 280888 fax. +39 059 282808 raiutens@raimondiutensili.it www.raimondiutensili.it

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The revolutionary wash basin.

to learning

Industry online training

Scopri un

NUOVO modo

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Formazione online per l’impresa

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Editorial

by Chiara Bruzzichelli

Estimates, forecasts and final figures?

ian ceramic industry, which generated over 70% of its 2010 turnover from exports, a proportion which is expected to rise again in 2011.

They also point to the technical and aesthetic supremacy of Italian ceramic, which accounted for 41% of the world market by value and 23% by quantity in 2010.

step up production on the strength of domestic demand, the Europe of 27 is slowing to a halt.

So what do the coming months have in store? It’s hard to say, because area data are subject to such wide variations: the Eurozone crisis can obviously not be declared over thanks merely to the decisive measures taken by Italy’s new government aimed at containing public spending and balancing the deficit by 2013. A definitive solution will require political strategies for developing common fiscal legislation and reinforcing the functions of the European Central Bank, so as to enable it to tackle systemic crises more effectively. In the meantime, S&P

Moreover, the final figures for Cersaie reflect the contradictory situation prevailing in the ceramic industry, which saw an upturn in worldwide production and consumption in 2010, but at widely differing speeds.

While Asia shows strong performance and further margins for growth, and Brazil, on the other side of the world, continues to

has placed 15 Eurozone countries on its credit watch-list, with six triple A ratings at risk.

As for the United States, which is still the world’s largest importer of ceramic tiles (followed by Saudi Arabia, France and Germany), the Department of Trade announced that the issue of Building Permits, an indicator of future activity, rose by 10.9% in October 2011, to 653,000, the highest level since March 2010.

Unemployment also fell unexpectedly in November, from 9 to 8.6% of the active population, its lowest level since March 2009.

Consumer confidence among Americans also rose in November to 56 points, from 40.9 in October (Conference Board), surprising analysts, who had forecast a figure of 44.

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LTi

The 29th edition of Cersaie confirmed the Italian trade fair’s status as a world-leading exhibition for the ceramic and bathroom furnishing industry.

The total number of visitors, from 147 countries, reached 81,552. Although this figure represents a 2% drop in attendance compared with 2010, it also confirms a rise in the number of foreign visitors, from 24,960 to 25,155 (+0.8%).

The number of Italian visitors, meanwhile, fell by 3.3%, largely as a result of stagnation in the domestic economy.

Increases were recorded in the numbers of visitors from Asia (+23.5%), the Americas (+6.6%) and Europe (+3.4%).

These figures undoubtedly serve as indicators for the Ital-

Tile International 4/2011

FOTOnews - FOTOnews - FOTOnews - FOTOnews - FOTOnews - FOTOnews

Tile International 4/2011

10

s - FOTOnews - FOTOnews Burhan Öçal BRINGS TURKEY TO BOLOGNA As one of the largest producers and exporters of ceramic in Europe and worldwide, Turkey, represented by the Turkish Ceramics Promotion Group, took the opportunity of Cersaie once again this year to stage a spectacular event.

Bologna’s Piazza Maggiore thus enjoyed a concert on 21 September by Burhan Öçal and the Trakya All Stars, a famous percussionist and his group of top Thracian musicians, who paid tribute to Kırklareli, the land of their origins.

During the show, Burhan Öçal used ceramic sinks as percussion instruments, winning much acclaim from the entire audience and the international press.

11

Tile International 4/2011

Tilefax

Companies, News & Markets Piemme: design and architecture for the hotel sector

tween Piemme and Well-tech, plus several other leading brands including Simas bathroom fur-

“Think green, think ACTIVEly”: Fiandre Group’s competitions

nishing and Bocchini contract furnishing. The project takes the form of a new concept for a

GranitiFiandre, Iris Ceramica and FMG Fabbrica

Piemme, in partnership with the Milan-based

hotel and wellness centre, which can be execut-

Marmi e Graniti, in partnership with QN-il Resto

firm of architects Well-tech, took part in Host, the

ed in four different types: luxury, business, eco-

del Carlino, have announced the second edi-

trade fair for the hotel sector

energy and family.

tion of Active Architecture and Active Design,

held at the Milan-Rho exhibi-

The partners in the WT Hotel pro-

two competitions aimed at the world of archi-

tion complex. The event at-

ject will continue to work togeth-

tecture and design.

tracted numerous interna-

er at other major events already

The two competitions have distinct objectives.

tional

planned

Athens, London,

Active Architecture is aimed at all professionals

came to take a first-hand

Shanghai and Antalya, testifying

committed to green building, with the aid of the

look at the systems offered

to Piemme’s growing attention to

eco-active and eco-sustainable materials Ac-

by the industry’s leading

the world of high-level design

tive Clean Air & Antibacterial Ceramic™. Active

companies, from interior de-

and architecture.

Design, by contrast, is aimed at interior design-

contractors,

who

for

sign to the design of entire

ers planning to re-think and re-design interior

dedicated buildings.

environments according to a futuristic concept

The exhibition provided the

of design, geared towards sustainability and

ideal showcase for present-

wellbeing. Innovation, functionality, aesthetics

ing WT Hotel 2011, a project

and the capacity to deliver environmental ben-

based on a partnership be-

efits are the criteria to be used by the jury of professional architects in their assessment of the works. The prize for the winners of each catego-

Kerakoll Group at the Rugby World Cup in New Zealand

ment related to the supply of new-generation,

ry is a TravelClub voucher, that will enable them

eco-compatible systems for the installation and

to choose a trip to one of hundreds of eco-com-

finishing of over 30,000 square metres of floor-

patible destinations. The closing date for entries

The Kerakoll Group supplied a number of latest-

ing. The work was done in accordance with spe-

is 31 March 2012, and the jury will meet in the

generation green systems for the Otago Stadi-

cific sustainability criteria, which enabled the

first half of April 2012 to select the winners.

um in Dunedin and for Auckland Airport, which

airport to obtain the prestigious LEED certifica-

For further information: Active Architecture:

were remodelled for the Rugby World Cup held

tion (Leadership in Energy and Environmental

activearchitecture@granitifiandre.it

from 9 September to 23 October. Specifically, the

Design). Kerakoll also made a major contribu-

Active Design: activedesign@iris-group.it

company based in Sassuolo (in the province of

tion to the upgrading of Aotea Square, de-

Modena, Italy), supplied innovative eco-com-

signed by the famous New Zealand architect

patible systems for the protection and restora-

Ted Smyth, winner of the coveted “Best Public

tion of concrete for the new Otago Stadium, a

Sector Project of the Year” award.

highly eco-sustainable facility, built with a 97% recycled material content, powered exclusively by alternative energy sources and equipped with water recovery systems for pitch irrigation.

Kerakoll was also chosen as technical supplier for the remodelling work on Auckland Airport, New Zealand’s largest and busiest hub with over 13 million passengers per year, a figure that is forecast to double by 2025. Kerakoll’s involve-

Tile International 4/2011

12

Tilefax

VitrA and Loginoff win iF Product Design Award

Singapore Hard Rock Café chooses Rondine’s Crystal

Novoescocia® anti-bacterial range by Emac®

by a rising star of the design world, Dima Log-

The Hard Rock Café in Singapore opted for Ron-

Emac - a Spanish manufacturer of trims and fin-

inoff, have won an iF Product Design Award

dine Group’s Crystal collection as the ideal solu-

ishes for floor and wall coverings - has launched

2012. Russian designer Loginoff is frequently

tion for creating an evocative atmosphere for

a new anti-bacterial range called Novoesco-

tipped to become one of the trendsetters of the

an international clientele.

cia®, consisting of compact trims designed spe-

next decade, and his tile collections for VitrA

The iridescent highlights of Crystal coverings en-

cifically for areas where high levels of hygiene

were singled out for the award on the basis of

hance the eclectic atmosphere of the venue,

are a must. The anti-bacterial coating of these

their design material, ecological impact, func-

which is also decorated with pop images of

trims provides active protection against over 30

tionality, ergonomics and brand value.

rock legends such as Elvis Presley and Jimi Hen-

strains of bacteria, and their smooth curves fa-

VitrA brings to life the designs of internationally

drix. The Italian company’s porcelain tile collec-

cilitate cleaning and prevent the accumulation

renowned designers, as well as the works of its

tion draws its appeal from a calibrated mix of

of mould and mildew. The entire collection of

in-house design team. The partnership with

selected raw materials and hematite powders.

anti-bacterial trims is available in a rich pallet of

Dima Loginoff, which started in 2011, has proved

Available in six colours and five edge-ground

colours formulated to suit the latest trends, in-

to be particularly fruitful thus far. Pushing the lim-

formats, the collection is Ecolabel-endorsed

cluding gloss white, matt white, matt anthracite,

its of creativity, Loginoff designed five different

and made from over 40% recycled material,

and matt and metallic beige.

tile collections, which create a remarkable visu-

making it ideal for obtaining LEED credits.

The collection also includes corner and cover-

al effect on walls, thanks to the barely visible 1

The flooring of the Singapore venue was creat-

ing pieces for a perfect finish, and represents an

mm joints. The award-winning collections are

ed using the 60x60 cm format in blue.

ideal decorative solution for bathrooms, kitch-

The ceramic tile collections designed for VitrA

currently commercialised in Turkey and Russia.

ens, medical centres and restaurants.

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ISO 9001 for Laticrete Southeast Asia Pte

year title in the Gold Design Awards 2011. With

the architect Renzo Costa, the exhibition will in-

its new set of ceramic washbasins and shelves

clude works by Boccioni and Depero, sculptures

from the Living Square collection, with shelf

by Thayaht, paintings by Sironi and Fontana,

The quality management system of Laticrete

length of up to 130 cm, Laufen won the iF Prod-

photographs by Carlo Mollino, Arturo Ghergo

Southeast Asia Pte Ltd. has recently been certi-

uct Design Award 2012. The iF Material Design

and Berengo Gardin, and posters by Enrico

fied to ISO 9001 by Bureau Veritas Certifications.

Award 2012, meanwhile, went to Laufen Clean

Prampolini, Lucio Fontana, Armando Testa and

“Professionalism is what drives Laticrete,” com-

Coat, a silicate-based ceramic coating that

Marcello Dudovich, together with ceramics by

mented Erno De Bruijn, President of Laticrete In-

makes surfaces non-porous, thus guaranteeing

Gio Ponti, drawings by Sant’Elia and contempo-

ternational Division.“The fact that our Singapore

total cleanliness and hygiene.

rary design creations from the Massimo&Sonia

manufacturing facility is now ISO 9001-certified

Lastly, Laufen Forum (pictured), designed by

Cirulli Archive in New York.

is just another indication of our company’s con-

Niessen Wentzlaf, won the Best Architects Award

A leading player in the research and develop-

stant commitment to meeting the highest pro-

2011, a major architecture award organised in

ment of chemical products for the construction

fessional standards worldwide.”

Germany, Austria and Switzerland.

industry, Mapei will be

Laticrete International Inc. is a leading, US-

This string of awards will undoubtedly set the

sponsoring the Wonder-

tone for an equally successful 2012.

line exhibition again in

based manufacturer of premium installation and

2012, when it transfers to

finishing systems for the

the United Arab Emirates,

building industry, whose

thereby

products are distributed

the company’s creden-

worldwide through com-

tials as a world leader in

mercial and consumer

the field of artistic crea-

channels. Laticrete offers

tivity too.

a broad product portfolio, including an extensive line of sustainable, low-VOC products certified by GREENGUARD.

Mapei and The Italian Style, Art and Design Exhibition in Monaco

demonstrating

Faraone and Italian manufacturing prowess in Istanbul Faraone has brought Italian manufacturing

Following its sponsorship of the “Wonderline

prowess to Istanbul in the prestigious Club Bil-

New Art 2011” exhibition at the Science and

lionaire, located inside the magnificent Edition

Technology Museum in Milan in April, Mapei will

Hotel. Faraone, a leading producer of curtain

Twenty-eleven brought a rich harvest of awards

be sponsoring an exhibition of Italian style, art

walls in steel and glass, made the glass mezza-

for Laufen, the leading Swiss brand of bathroom

and design in Monaco in December, as part of

nine that affords a panoramic view over the en-

furnishings. Laufen won the awards on the

its continuing policy of supporting the world of

tire venue, the Ninfa balustrade for the private

strength of its continuous research into new

culture, art and design.

areas and the Titania staircase, complete with

technologies and materials, combined with in-

The exhibition in Monaco will be tracing the his-

Yuma balustrade.

depth study of design and aesthetics.

tory of Italian creativity over the 150 years since

These Faraone products blend perfectly with

Combining both practical and aesthetic ap-

the country’s unification, and is being promoted

the extreme luxury that typifies the Billionaire,

peal, the washbasins from the Palace collec-

by the Italian embassy in Monaco. Curated by

and create

Laufen: an award-filled 2011

tion, which can be cut to measure, won a 2011

a striking in-

Red Dot Design Award.

terplay

A fruitful partnership with Stefano Giovannoni

colours

led to the creation of Il Bagno Alessi One Evolu-

and reflec-

tion, a collection that won the bathroom of the

tions.

Tile International 4/2011

14

of

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Tilefax

☞

Also read on www.CeramicWorldWeb.it

Natural stone, Ströher-style

Successful factory open-day for Sayerlack

also shown the company’s latest investment, in

natural stone with the practicality and ease of

On 23 October, Sayerlack held a factory open-

atmosphere, thereby ensuring compliance with

maintenance of glazed ceramics has always

day at its base in Pianoro, in the Bologna hills. A

emissions standards.

been something of a holy grail for the Research

producer of innovative solutions for the treat-

At the end of the visit, the guests were received

& Development departments of ceramic manu-

ment and finishing of wood, with a 60-year histo-

by Alessandro Pirotta, Managing Director of Say-

facturers, whose success until now had been

ry in the business, Sayerlack opened the doors

erlack; Gabriele Minghetti, Mayor of Pianoro;

chiefly confined to aesthetic aspects. Various at-

of its production and management facility to

Matteo Aglio, Director of Avisa / Federchimica;

tempts have been made to re-create the hap-

the public, and offered guided tours through

and the entire Sayerlack management team,

tics of natural stone - with its naturally occurring

the world of wood varnishes, led by members of

with whom they raised a glass to the continued

peaks and pits - by using colour printing tech-

its own staff.

success of the business.

niques or silicone rollers, but none has proved

The event was attended by over 400

definitive. In Bologna, Ströher recently unveiled

people, all keen to learn about the op-

Terio Tec® X Profile, a collection of extruded ce-

eration and organisation of a major

ramic that faithfully reproduces both the visual

company and its departments, includ-

and tactile properties of natural stone.

ing the resins area, the Research & De-

“After much experimentation and re-engineer-

velopment laboratory; the production

ing, we have developed an innovative glazing

area for catalysers, polyurethane-based

technique that effectively incorporates emboss-

products and water-based products;

ing processes, thus authentically simulating the

and the finished products packaging

peaks and pits of natural stone,” explained Ger-

and warehousing area. Visitors were

Combining the timeless aesthetic appeal of

the shape of a post-incinerator, which significantly reduces the emissions of solvents into the

hard Albert, Managing Director of the Dillenburg-based company. “With our new Hardglaze

Coop. Cer. d’Imola invests in Continua

focus of Cooperativa Ceramica d’Imola.

of natural stone, while retaining the ease of use

Cooperativa Ceramica d’Imola, which has al-

press, which is currently the most powerful press

and maintenance of conventional ceramics”.

ways played an active role in research and de-

in the world and is ideal for producing the large

The procedure developed by Ströher is known

sign and placed a firm emphasis on the quality

formats that are in increasing demand from the

as Extrutec® Print and is a patented trade se-

and refinement of its products, is approaching

world of architecture.

cret. The Tec® Terio X line is available in size 40 x

the close of 2011 with a further positive signal, in

80 x 2 cm and in three natural colours - Betone,

the form of a 40 million euro investment plan.

2.0 system, we are now able to manufacture safe, frost-resistant, non-slip extruded ceramics that simulate the aesthetic and tactile appeal

Roule and Pinar - in line with contemporary interior and exterior design trends.

“Continua” is the name of the innovative production system now on-stream in the company’s fully renovated production facility, giving it the capability to produce large-format porcelain tiles (1.20x1.20 m) with customised surface and body.

As well as producing large-format products to the highest aesthetic standards, Continua reduces production costs and environmental impact. Safeguarding human health and the environment, after all, has long been a primary

Tile International 4/2011

16

The company’s investment programme also included the installation of a Sacmi PH10000

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Devon&Devon opens first German flagship store in Hamburg

age and raising the profile of the brand at an in-

The home page invites visitors to consult the

ternational level”.

three key sections of the site: Cisa Ceramiche,

Twenty years since its foundation, Devon&Devon

covering the company’s history and traditions;

took part in Cersaie under a new logo featuring

Cisa Green, focusing on care for nature and the

On 29 September, in the city of Hamburg,

two “Ds” facing each other and linked by a gar-

eco-system; and Cisa Design, dedicated to Ci-

Devon&Devon inaugurated its first flagship store

land of leaves. The resulting image is simple and

sa’s designer collections.

on German soil. For its German launch, the Flor-

sober, and perfectly interprets the company’s

entine producer of bathroom design products

blend of classic and contemporary, while leav-

opted for the charm and discreet elegance of

ing room for future stylistic evolution.

Hamburg, one of the undisputed capitals of the

Ceramica Fondovalle: successful appearance at Cersaie

German economy and the second largest port in Europe. The showroom extends over an area

Ceramica Fondovalle made a successful ap-

of 300 sq.m on the ground floor of the Sprinken-

pearance at the recent edition of Cersaie,

hof, a building designed by the architect Fritz

where it presented its latest collections, which

Hoger in the late 1920s, which has since be-

are the fruit of a series of major technological in-

come an emblem of German expressionism.

vestments.

The store comprises several distinct areas judi-

Defying the adverse economic climate, the

ciously divided and fitted out in such a way as to present a range of interior design solutions

Cisa Ceramiche’s new web site now on line

company recently implemented a complete renovation and technological upgrading programme, which between 2010 and the present,

and to combine some of the brand’s historic pieces - such as the Admiral and Celine bath

Cisa Ceramiche, a historic, Sassuolo-based

has seen: the full replacement of the firing plant

tubs and Miami and Jacqueline wash-stands -

manufacturer of glazed porcelain tile for the

(new Sacmi kiln) and all loading and unload-

with its latest collections, including the sumptu-

mid-to-high segment of the residential market,

ing machines; the replacement of the sorting

ous Diva and Aurora quartz resin bath tubs and

has launched its new web site www.cerami-

plant and adoption of a new System 4Phases

Suite and Domino wash-stands in premium mar-

checisa.it.

packaging plant; and the renewal of the ce-

ble.

With striking visual impact and a wide array of

ramic body colouring plant and glazing lines.

“The opening of the Hamburg showroom, our

content, Cisa’s new site represents a useful tool

Lastly, the investment programme included the

tenth single-brand store after Nice and Istanbul,

for customers, and is outstandingly intuitive and

purchase of a new Sacmi PH 7500 press, com-

represents an especially prestigious milestone

easy to use. Visitors can view the wide range of

plete with dryers and loading/unloading plant,

for D&D,” explained Gianni Tanini, D&D’s Manag-

collections, freely access the site’s content, and

and the installation of a new storage system.

ing Director, who makes no secret of his enthusi-

download high-resolution images and informa-

This has enabled Ceramica Fondovalle to in-

asm for the success of this new venture. “D&D

tion packs in PDF format.

crease the specialisation of its large formats in

plans to continue along this development path

the double-pressed line (Bi+fusion).

into 2012, with a view to strengthening the im-

On the back of these initiatives, Ceramica Fondovalle took part in Cersaie, the world’s leading international trade fair for the ceramic industry, with its Luserna and Eighty Blue collections - under the Bi+fusion and

the

brand

-

Esquire

and Crystall collections, from the Fondovalle brand.

Tile International 4/2011

18

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Del Conca blends art, sport and architecture at Cersaie 2011

quoise, pearl white and green, and are embel-

grain-patterns and colours of wood. The differ-

Brix, the Sassuolo-based ceramic company es-

For the five days of Cersaie 2011, Del Conca’s

ent sizes (15x120 and 20x120) and fashionable

tablished in 2001 by Massimo Nadalini, Stefano

stand was a hive of activity, revolving around the

nuances are perfect for maximising the appeal

Bonini and Ivano Barbieri, with a view to creat-

themes of art, design, sport and culture. The San

of large areas.

ing expressive coverings outside the existing

Marino-based company’s guests at its stand in-

A leading role was also played by the custom-

paradigms and ideal for architectural applica-

cluded Marco Lodola, an internationally re-

ers of Pastorelli - a Modena-based company be-

tions, has just celebrated its 10th anniversary.

nowned artist known for his partnerships with

longing to the Del Conca Group - who had the

Committed to experimentation and associated

major names from the worlds of culture and

opportunity to use the official simulator of the

from the outset with major names in internation-

show business (including Aldo Busi,Timoria, Max

Vodafone McLaren Mercedes team (Pastorelli is

al design (Andrée Putman, Vincent Van Duysen,

Pezzali’s 883 and Jovanotti), who marked the

Official Partner of the McLaren Technology Cen-

Naoto Fukasawa, L+R Palomba ), Brix marked its

occasion by producing an icon-sculpture for

tre in Woking, and Official Supplier of ceramic

10th anniversary at Cersaie, in characteristically

the company, and took part in a talk-show enti-

coverings for McLaren’s showrooms) and thus

non-conformist style, by staging an event out-

tled “The Values of Art and Sport in Business Life”,

took part in the “Cersaie 2011 Grand Prix”: the

side the trade fair complex, in an apartment in

in company with World Cup winning soccer

winners received an invitation from Pastorelli to

the heart of Bologna. Here, each room repre-

player Gianluca Zambrotta, SpeedUp Team’s

visit the McLaren Technology Centre and the

sented a theme, making up a sequential recon-

Moto2 rider Pol Espargarò, and Del Conca CEO

McLaren Production Centre.

struction of Brix’s history. There was no shortage

lished with accents and refined mosaics. In the Monte Napoleone series, ceramic adopts the

Brix celebrates 10th anniversary

of new products on display: including the fully

Enzo Donald Mularoni.

re-issued collection I Frammenti by Claudio Sil-

In the architecture and design section, mean-

vestrin (the world’s smallest mosaic, which won

Euromobil Group, the Del Conca Group hosted

Madam: when marble becomes mosaic

a sequence of dwelling spaces with exclusive,

Madam is Bologna-based F.P. Srl’s new brand

D’Oro design awards); Fade, a new project by

trend-setting pieces by the most famous design-

dedicated to marble mosaic. Unveiled at Cer-

Lo Studio, previewed at the Fuori Salone 2011;

ers who work with the Veneto-based group.

saie 2011, it was first conceived in 2009 as a

and the D.R.Y. system by Belgian designer Vin-

The stars of the show were Del Conca’s new col-

complement to the now established “pixellated

cent Van Duysen and Borderline_LO STUDIO De-

lections, including Corti di Canepa and Monte

mosaic” (a term patented by the company)

sign. The event formed part of a wider-ranging

Napoleone.

produced by Pixel, the other company belong-

project entitled B YRSLF: a series of events pro-

Drawing inspira-

ing to the F.P. Group. Made entirely in Italy by F.P.

moted by Brix, aimed at telling the story of artis-

tion

the

itself, the product enables designers to create

tic and entrepreneurial entities associated with

coverings

original, innovative coverings, thanks to the spe-

substantial research input.

of 16th Century

cial tendency of marble to split into regular-

Italian

shaped pieces that make ideal building blocks

while, as part of a co-marketing initiative with

from

floor

courts,

Corti di Canepa,

for unique patterns.

produced using

Madam - a palindromic acronym for “Mosaico

digital technolo-

Artistico Di Arti Musive” - took part in Cersaie with

gy, are ideal for

three new collections - Flora, Lirica and Moder-

kitchens

na - and a selection of other projects under final

and

bathrooms. Produced

in

development.

size

20x20, they are available in yellow

Tile International 4/2011

ochre, tur-

20

an honourable mention in the 2011 Compasso

Advertising

Goal: big project

Wet saw

TORNADO Advanced technology Innovative design ...

www.montolit.com

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First-half growth for Marazzi Group

ly: against a general backdrop of continuing

most stylistic versatility in furnishing contempo-

downturn, the company increased its sales of

rary environments with a strong focus on texture.

ceramics by 6.5%. As for the rest of Europe, per-

Crossover is LEED® certified (Leadership in Ener-

Thanks to excellent performance in Russia and

formance differs from one country to the next,

gy and Environmental Design) thanks to its spe-

Italy, combined with the development plan im-

with steep falls in demand persisting in coun-

cial eco-sustainable characteristics, and be-

plemented over the past two years, Marazzi

tries such as Spain and Greece, offset by

longs to NovaBell’s ecosystem programme.

Group closed the first half of 2011 with net earn-

marked signs of recovery and sales increases in

ings of 11.5 million euros (+2.1% on the same

double figures in Eastern Europe. Marazzi is mak-

period of 2010).

ing further investments in all its European pro-

Consolidated revenues reached 418 million eu-

duction facilities, in order to enhance the quali-

ros, representing a rise of 3% on the first half of

ty and design input of its products, with the

Grohe, one of the world’s leading manufactur-

2010 (+4.3% at exchange rate parity), while rev-

introduction of new technologies for dry digital

ers of premium taps for bathrooms and kitch-

enues from ceramic tiles rose by 5.3% (6.7% at

decoration and the in-line edge-grinding of vit-

ens, has won four more major accolades at the

exchange rate parity).

reous stoneware sheet.

“Perspective Awards”, a prestigious imitative

Grohe design acclaimed in Asia

Operating margins were also impressive. EBITDA,

held each year in Hong Kong to celebrate ex-

at 65 million euros, rose by 15.1% on the previous

cellence in the field of architecture, interior de-

year, and accounted for 15.6% of revenues, as

sign and product design in Asia.

against 14% the previous year. EBIT saw a marked increase to 36.6 million euros (+28% compared with June 2010), equating to 8.8% of

NovaBell embraces large formats

revenues.

Grohe was among the winners - picked on the basis of aesthetic quality, practicality and innovation - courtesy of its Digital Collection, Veris and Eurocube product lines and K7 mixer tap

The overall figures received a major boost from

Crossover is NovaBell’s latest collection of large-

for kitchens.

the Russian market, where revenues for the first

format floor tiles, which are ideal for commercial

Digital Collection won the most coveted and

half of 2011 rose by 26.4%. Marazzi already oper-

and contract applications, and many more be-

prestigious award, in the shape of the bathroom

ates two production facilities and a dealer net-

sides. Thanks to the natural stone texture ob-

product design trophy, on the strength of its

work in Russia, but has drawn up a plan for fur-

tained using HD technology, Crossover is also

unique combination of intuitive operation, ergo-

ther expansion with investments in production

ideal for creating continuity between the vari-

nomic design and pioneering visual content.

and new showrooms, and has successfully

ous areas of the home, from living rooms to

Once fitted, Grohe’s Digital Collection products

brought on-stream its new production lines for

kitchens and even porticos, terraces and cov-

can be operated by means of a handy wireless

mosaic and small formats and a line for wall

ered outdoor areas.

digital controller, in a simple, discreet shape.

tiles. With the opening of new showrooms in the

Crossover eco-sustainable porcelain tiles are

first six months of 2011, Marazzi’s network of

available in five earth colours: sand, gold, silver,

stores in Russia now numbers 300.

black and brown. The 60 cm large formats can

In the United States, the market has remained

be combined with special modules, for the ut-

broadly stable with respect to 2010 (+4.3% in local currency), although the Group has not stinted on investments. In February, Marazzi acquired six new stores, to complement its seven existing units, and in the summer, it commissioned a new, highly efficient and flexible production line, with a view to making further improvements to its offering of products tailored to the tastes and fashions of American customers.

Marazzi has also achieved positive results in Ita-

Tile International 4/2011

22

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Tilefax

Introducing LivingInteriors, the fair within a fair

room accessories, showers - with automatic fit-

ings category of the 9th EDIDA

tings for both the commercial and contract sec-

Awards (Elle Decoration Inter-

tor - and the installation of washing systems,

national

LivingInteriors, the new trade fair format for the

generated turnover of 980 million euros. Grohe

2010/2011). The 24 editorial

interior design world, will open in parallel with

operates six production facilities: three in Ger-

teams that make up the Elle De-

imm cologne, the international furnishing show

many, one in Portugal, one in Thailand and one

cor network picked Mutina for

to be held at the Koelnmesse trade fair complex

in Canada. Exports account for 82% of the com-

a second time, just two years

in Germany from 16 to 22 January 2012. While

pany’s turnover.

after giving the company an

complementary sectors, such as bathroom furnishing, floor and wall coverings, ceiling systems and lighting, and will occupy the same area as LivingKitchen, with which it will alternate in even years. The entire dwelling space will thus come under the spotlight, with innovative ideas and inspirations aimed at the world of design and architecture, backed up by a full schedule of collateral events and initiatives, which will provide a foretaste of future developments. Organised in conjunction with Gruner + Jahr Events, the show will be of international scope, and is designed as a fair within a fair, being independent of, but complementary, to imm cologne.

Outlet formula moves into interior design territory The outlet formula is gaining a foothold in the interior design sector with Casa Design Outlet, a temporary store conceived as an event.

Due for inauguration on 11 February 2012, the event will be held annually in a fantastic location: the covered paddock and garages of the Adria Raceway. Extending over 10,000 square metres, the event will host over 90 exhibitors from the home furnishing sector, offering furniture, soft furnishings, kitchens, bathrooms, complements, accessories, floor coverings, door and window systems and staircases. There’ll be a vast range of goods on display and plenty of

Growth for Grohe

Awards

award for Déchirer, the collection designed by

imm cologne focuses on furniture, LivingInteriors will provide a new platform for exhibitors from

Design

bargains to be had, with real discounts of 50 to 70%.

Patricia Urquiola.

The awards ceremony was held on the 31st floor of the Pirelli Building in Milan, an outstanding venue, which welcomed top architects, designers and entrepreneurs from all over the world.

Phenomenon is a project designed to offer an original interpretation of the textures of nature, and includes Phenomenon Floors, Phenomenon Mosaics and Phenomenon Interior, the new interior design complements.

“We are honoured to have been selected for this prestigious international award for a second time,” announced Massimo Orsini, Chairman of Mutina. “The EDIDA 2010/2011 Wall Covering Award now lines up alongside the Wallpaper Design Award 2011- Best Bathroom, which was won by a ceramic manufacturer for the first time this year. By recognising our efforts, these major awards will further consolidate our

Grohe closed the first half of 2011 with consoli-

commitment to pursuing in-depth research into

dated revenues of 522 million euros, represent-

ceramic products.”

ing a rise of 7% on the previous year’s figure of EBITDA reached 100 million euros, up 3% on the

Italian tiles on display in Mumbai

same period in 2010, equating to 19% of reve-

Index Mumbai - the interior design and furnish-

nues. With a share of approximately 8% of the

ing trade fair held in Mumbai (India) from 29

world market, Grohe is Europe’s largest manu-

September to 2 October - provided a perfect

facturer of taps and fittings and one of the lead-

showcase for a selection of Italy’s tile manufac-

ing players at a global level. Headquartered in

turers, who took part under the collective Ce-

490 million.

Düsseldorf, the company currently employs over 5,400

people

worldwide, includ-

Mutina Ceramiche receives Edida 2010/2011

ing 2,400 in Ger-

ramics of Italy brand, in this market with significant development prospects.

Index Mumbai - held at the MMRDA Exhibition Grounds within the Bandra-Kurla Complex - oc-

2010,

Mutina’s Phenomenon collection, designed by

cupied an area of over 40,000 sq.m and wel-

kitchen and bath-

Tokujin Yoshioka, took first prize in the wall cover-

comed over 300 Indian and international exhib-

many.

In

Tile International 4/2011

24

Tilefax

keep

App -to-date with

itors, and some 35,000 visitors. The majority of

ally inseparable from their iPads. As of Septem-

visitors were trade professionals, including over

ber, all our magazines (Tile International, Tile Ita-

9,000 architects and interior designers, making

lia, Ceramic World Review and Brick World, ) are

the event a particularly attractive proposition for

available on tablets (iPad and Android) and

exhibitors.

the corresponding smartphones. The app can

Ceramics of Italy took part with an institutional

be downloaded free of charge and offers nu-

the exceptional multimedia potential offered by

stand in the area for interior architecture prod-

merous advantages: access to multimedia con-

tablets: advertorials and adverts can link to the

ucts, where it again highlighted the inimitable

tent and the possibility of consulting previously

company website, and it will also be possible to

quality of Italian production.

downloaded issues in pdf format at any time.

add videos, catalogues, photo galleries and

Each issue will be ready to download onto iPad

slide shows, technical focus sections, e-mail in-

and Android before the paper versions are print-

formation request forms and sponsorship ban-

ed. Not only will they be browsable, it will also be

ners. This latest initiative marks yet another step

possible to select contents directly from the nav-

forward in our constant efforts to keep close to

We have developed a new app specifically for

igation bar. Companies seeking new and more

our readers and advertisers using the latest

our many readers worldwide who are now virtu-

advanced forms of communication can exploit

technologies.

tile international on tablet and smartphone

ADVERTISING

THE

DESIGN

-

THE

QUALITY

-

THE

RANGE

INNOVATION

BY DESIGN GLASS METAL STONE PORCELAIN MOSAIC & TILE

20 Princes Road East. Auburn Nsw 2144. Sydney Australia.

Tel: 61-2-9795 2000

Fax: 61-2-9644 3363

info@everstone.com.au

www.everstone.com.au

In the spotlight

by Paola Giacomini

Kale, a new player in the Italian ceramic industry

Zeynep Bodur Okyay



Of all the events involving the Italian and international ceramic industry in 2011, the most important was without a doubt the Turkish group Kale’s arrival in Italy as part of a deal to rescue the former Fincuoghi.

The lengthy negotiations concerning the fate of the historic Italian tile company (Edilcuoghi, Edilgres and Campani brands and facilities in Sassuolo, Fiorano and Borgotaro) were concluded positively on 2 October with the definitive acquisition of the company, which had already been leased since 15 July.

For the Kale group, the top ceramic tile manufacturer in Turkey and the third largest in Europe with a production capacity of 66 million sq.m/year and a 2010 production of around 50 million sq.m, this is the first experience of production internationalisation in the tile sector and the second following the start-up of

Kalekim in Russia in the building chemicals sector.

The investment meets clear strategic objectives and involves a number of large-scale projects, which we discussed with Kale Group’s chairman Zeynep Bodur Okyay and Kale Italia managing director Burak Guven Orhun.

Tile International: Firstly, could you give us an overall picture of Kale Group today?

Zeynep Bodur Okyay: Kale Group, an entirely privately owned company, is a big family with 5,350 employees and 9,000 indirect workers, a 2010 turnover of USD 700 million, a presence at

15,000 points of sale including 250 exclusive dealers, and exports to 100 countries in Europe, America, the Middle East and Africa.

We sell our products under leading brands in their respective market segments.

These include Çanakkale Seramik and Kalebodur in the tile sector, an industry in which we are the third largest producer in Europe and the 13th in the world in terms of output volumes, and Kalekim in the field of building chemicals, where we are the leader in Turkey and the fifth largest in Europe.

In the building materials sector we also produce a full range of

Aerial view of Kaleseramik in Çan, Turkey: the world’s biggest ceramic manufacturing site with 50 factories in a total area of 1,250,000 sq.m outdoor space and 650,000 sq.m indoor space.

Tile International 4/2011

28

In the spotlight

bathroom furnishing products (sanitaryware, taps, furniture, baths and showers) and kitchen furniture.

We are also a leading player in our country’s aeronautics and defence sectors through companies that have gained a strong international reputation and are suppliers to firms such as Boeing, Airbus, Spirit and other major names in the sector.

Other activities include the tourism, transport, energy and electronics industries, as well as the production of raw materials, machinery and advanced ceramics.

Tile International: What importance do you attach to your ar-

rival in the Sassuolo ceramic district?

Z. Bodur Okyay: This is the Kale Group’s first international takeover in the Italian ceramic industry in keeping with our goal of owning the most recognised and reputable brands both in Turkey and worldwide.

This takeover is also a first for the Italian ceramic industry, given that the acquisition of a ceramic plant in Italy by a foreign company had been considered virtually impossible by the industry until just a few years ago.

As a Turkish company we are proud to have associated our name with such a project.

And as an international compa-

ny we believe we are going to secure a strong position for ourselves in the Sassuolo ceramic district.

Tile International: What were the factors behind your choice?

Z. Bodur Okyay: Preliminary investigations, based on objective analyses conducted by specialist companies, confirmed that in spite of the company’s difficulties, the Edilgres and Edilcuoghi brand names were backed by a network of agents and had a very loyal clientele and strong reputation in accordance with the criteria imposed by our strategy. Another factor that rarely has anything to do with the rules of economics but which influ-

enced our decision was the social impact that the closure of the Borgotaro facility would have had on the local area.

Tile International: What are your goals and how do you intend to achieve them?

Z. Bodur Okyay: Edilcuoghi and Edilgres represent a highly experienced company at an international level and this presence in the Sassuolo region with its facilities and brands will bring the Kale Group significant logistic benefits.

As a consequence, we will be moving the group’s logistic centre here from its current location in Holland.

This will allow us to further ex-

Edilcuoghi headquarter

29

Tile International 4/2011

In the spotlight

From left: Tarik Ozcelik - Zaynep Bodur Okyay - Burak Guven Orhun at the press conference on September 23rd, 2011

pand our export range and improve our market position in the heart of Europe.

We are anticipating 100% growth in international sales and, as Kale Italia, are aiming at a turnover of 70 million euro.

We confirm our intention to continue production at the Borgotaro and Sassuolo facilities, where we plan to make investments of 25 million euro over the next 5 years.

The first deliveries of new machinery were made immediately after Cersaie.

As early as August we had determined what needed to be done to relaunch production and had established some initial manufacturing investments in the lead-up to Cersaie.

We also have other plans in the pipeline which we believe will

Tile International 4/2011

enable us to improve our service quality and market share, especially in developed markets.

Tile International: What other benefits may be obtained through the synergies?

Z. Bodur Okyay: We are confident that this acquisition will give greater impetus to our international brand-building efforts and reinforce our strategy of strengthening our Kalebodur and Çanakkale Seramik brands in particular.

It will also further consolidate our leadership and innovative role in the ceramic industry.

Moreover, the Kale Group is currently setting up an R&D centre that will become operational by 2012.

We plan to integrate this centre with the capabilities of the Ital-

ian staff, which we believe will enable us to monitor the pulse of design and innovation in Italy and, in conjunction with the work to be done in our R&D centre, to raise the bar in terms of technological leadership and innovation.

Tile International: What are your manufacturing and commercial priorities for relaunching the acquired brands?

Burak Guven Orhun: Edilcuoghi and Edilgres branding and product range differentiation was and remains our top priority.

This is a major challenge, but one that we intend to overcome with existing resources.

We will certainly make synergistic use of the advanced technologies available at the Turkish factories, such as the Lamina plant for the production of Kale

30

Sinterflex thin sheets, which we will also include in the Edilcuoghi catalogue.

Edilcuoghi and Edilgres will benefit from another positive synergy in terms of product marketing in areas where Kale Group is already strongly established, such as the Middle East, the Caucasus region and North Africa.

Tile International: Kale Group has always promoted stronger collaboration between Italy and Turkey.

Z. Bodur Okyay: That’s true, and perhaps now more than in the past Turkey is capable of serving as an engine for both the Italian and European economies.

We should bear in mind that Turkey is a country with a population of 74 million people, 50% of whom are under 29 years of

In the spotlight

age, and a strongly expanding economy boosted by lower labour costs.

But things will change.

In the future we will find ourselves facing the same problems that Italy has already had to deal with, and we don’t want to have to depend on lower prices because there will always be someone a little more competitive than us in that respect.

The challenge is to add value to products through contents and services, an area in which I have always considered Italy to be a leader, so we want to combine these factors of excellence with our key strengths of technology and production.

We could have purchased two brands but instead we chose to establish a manufacturing presence in Italy so as to learn to address these challenges.

Tile International: Will this internationalisation experience be followed by others?

Z. Bodur Okyay: The acquisition of Edilcuoghi and Edilgres is our second manufacturing investment abroad after that of the Kalekim facilities in Russia.

Our global growth strategy involves continuing to invest in other geographical areas and we are currently working on two other international level expansion projects.

One is in the chemicals sector in Saudi Arabia planned for 2012, while the other, again in the Middle East, is in tile production.

We are also boosting our brand

recognition in neighbouring countries through our Kale showrooms (Irbil, Baku, Pristina and Dubai) and are planning to open stores in Beirut, Riyadh, Athens and Tripoli.

Tile International: What are your estimates for 2011?

Z. Bodur Okyay: Looking at the Kale Group as a whole, we achieved 23% growth in 2010 to around USD 700 million (TL 1 billion). This result was far superior to Turkey’s 8.9% predominantly domestic demand driven growth and that of the main industries the group operates in, namely the construction industry which expanded by 17% and the residential building and office sub-sectors which grew by 19%.

We expect to see further 15% annual growth in 2011-2012 and to double our turnover (2 billion Turkish lira) by 2015.

Kaleseramik (ceramic tiles and bathroom furnishings) is expected to report 28% growth in 2011 to reach 717 million Turkish lira and has a target of TL 1,350 million by 2015. The presence of Edilcuoghi and Edilgres will further fuel this growth.

The growth targets are similar in the building chemicals sector, where Kalekim’s turnover is expected to reach TL 209 million in 2011. We aim to boost turnover to TL 300 million by 2015 through growth in the water and heat insulation markets.

5

kale group Foundation: 1957 Companies: • Ibrahim Bodur Holding (1971) • Kale Holding (1973) • Kaleseramik (1957), ceramic tiles (brands Kalebodur and Canakkale Seramik), sanitaryware, bathroom furnishings and accessories, kitchen furniture • Kalekim (1973), adhesives and other chemical products for building • Kalekalıp (1969), moulds; gas, pressure and flow meters for household and industrial use • Kale Aero (2008), aviation • Kale Pratt & Whitney (2010), joint venture with Pratt & Whitney for the production of engine components for F-135 aeronautical project • Kalefrit (1957), ceramic frits • Kalemaden (1990), raw materials • Kale Nakliyat (1974), logistics and transport • Kaleporselen (1969), advanced technical ceramics, electrotechnical • Kale Power Controls, industrial electronics and electrical systems • Yorsan (1976), woodworking • Ida Kale Resort Hotel, tourism

Kale Group stand at Cersaie 2011

31

Tile International 4/2011

In the spotlight

by Paola Giacomini

German tile association elects new Chairman cessor on reinforcing the industry’s representational capacity in Germany and the rest of Europe.

Tile International: Have you already decided on any specific projects?

E. Kern: We are working with the FFN at the moment on developing some practical initiatives regarding the qualification of tile installers.

falling consumption.

We asked the new Chairman which initiatives he intended to focus the association’s efforts on in the near future.

Eckard Kern



The German tile manufacturers’ association has been under the leadership of a new Chairman since 28 September, when its shareholders’ meeting elected Eckard Kern, Managing Director of V&B Fliesen, to take over from Dieter Schäfer (Chairman of Deutsche Steinzeug Cremer & Breuer), who had headed the association since 1998.

In congratulating his successor, Schäfer pointed out that the generational change at the top of the German tile industry was happening at the right moment, as the industry is at last showing signs of recovery on its home market, after over a decade of

Tile International: What are the strategic lines on which you intend to base your chairmanship?

Eckard Kern: I think our industry needs to see closer cooperation between the parties involved in it: manufacturers, sellers and distributors all depend on each another, so it makes sense for them to act together.

There are plenty of issues to be addressed: improving the perception of ceramic among end users, stimulating demand, and ensuring the quality of products, consultancy and distribution, etc.

For this reason we would like to strengthen our relations with the German tile distributors association (VDF) and the tile and natural stone association (FFN), with a view to taking joint initiatives. In the meantime, we will continue the work of my prede-

Communication activity aimed at influencing public opinion is also a high priority for us.

As early as 2008, a successful campaign was launched in Germany to promote the use of German-made tiles, which fulfilled an important function for the entire sector, and in fact ended up by increasing use of ceramic in general.

Our press campaign appears in

GERMANY: SHARES OF CONSUMPTION 2010 TOTAL CONSUMPTION

104.8 milion sq.m.

Sales of domestic production

25.1 milion sq.m.

Imports

79.7 milion sq.m.

Main imports from:

2008

2009

2010

1. ITALY

41.3

39.6

39.7

2. CHINA

7.3

8.2

10.7

3. TURKEY

6.2

5.9

7.0

4. CZECH REP.

5.8

6.3

7.0

5. SPAIN

7.4

6.4

6.2

/

3.9

3.6

7. FRANCE

4.9

3.9

3.4

8. POLAND

0.8

2.3

3.3

9. UAE

3.8

3.8

3.1

/

2.3

2.2

6. NETHERLANDS

10. BELGIUM + LUX.

GERMANY PRODUCTION AND CONSUMPTION OF CERAMIC TILES 2006 (Sq.m. Mill.)

2007 (Sq.m. Mill.)

2008 (Sq.m. Mill.)

2009 (Sq.m. Mill.)

% 2010 world production/ exports/imports/ consumption

2010 (Sq.m. Mill.)

% var. 10/09

Production

64

67

59

51

50

0.5

-2.0

Export

24

26

26

23

25

1.3

9.2

Import

87

83

80

78

80

4.2

2.2

Consumption

128

124

112

106

105

1.1

-1.3

Tile International 4/2011

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ADVERTISING

a comprehensive range of titles aimed at end users, with particular reference to building and interior design magazines.

With this year’s campaign, entitled “Germany’s ugliest bathroom”, we have focused public attention on ceramics, and reached over 15 million readers.

The positive response of end users, major construction firms and specifiers operating in the remodelling segment will provide us with a starting point for developing our forthcoming communication activities aimed at architects, in partnership with the FFN. Tile International: How would you rate the year now ending, and what are your forecasts for 2012?

E. Kern: We can safely say that 2011 has been a positive year, which has seen consolidation and growth of 3 to 5%.

The European Commission’s decision (in March 2011) to introduce substantial duties on Chinese tile imports has slowed the downward spiral of prices generated by the spread of low-cost products.

The performance of the tile market in 2012 will depend chiefly on global economic development, but at the moment we expect the situation to remain broadly stable.

Tile International: What would you say is the German tile industry’s greatest strength and its greatest weakness?

E. Kern: The German ceramic industry has always been recognised for the quality of its products, and for a long time now has been on a par with international standards on the design front too.

Nobody understands the German market better than we do, and that’s why we are a reliable point of reference for distributors and tilers, because we can always find practical solutions to the most wide-ranging problems.

At an international level, German tiles can leverage the perennial strength of the “Made in Germany” label.

But there's room for improvement with our communication and relations with end users.

The German market is very attractive to many tile-manufacturing countries, first and foremost Italy.

It would therefore be reasonable, within certain specific circles, to share and strengthen our initiatives, with a view to clearly communicating the advantages of ceramic over other competing materials.

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Advertising Advertising

2012

Special on... Spain

CEVISAMA http://www.flickr.com/photos/alcalaten/

Special on... Spain

Spain’s ceramic industry takes the stage Porcelanosa



The countdown has started to the 30th edition of Cevisama, Spain’s leading trade fair for ceramic, natural stone, bathroom furnishings and machinery and technologies for the ceramic industry, to be held

in Valencia as usual, from 7 to 10 February 2012.

The event will bring together the most innovative products and technologies in the industry, as well as its leading companies.

Compared with 2010, bookings

from exhibitors are up 14%, although they will occupy only 90% of the space used for the previous edition.

And Spanish manufacturers have been the inspiration for the fair’s new image, which focuses

Grespania

Tile International 4/2011

Emac

on the latest trends in the sector and is accompanied by the slogan “Home Skin Shines”.

The organisers of Cevisama have launched an ambitious campaign to promote the event, and have invited thousands of buyers

Azulev

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Novogres

Special on... Spain

Peronda

Pamesa

Cevica

Land by Aparici Porcelanite

and specifiers from Europe and emerging markets, such as Russia, the Middle East, India, Algeria and the other North African countries, Brazil, Equatorial Guinea, Chile, Colombia, Peru, Guatemala, Ecuador, Mexico, Iran, Singapore and China.

Cevisama 2012 will also host a

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new edition of H2SHOW, the design gallery for the bathroom furnishing sector.

On the strength of the event’s inaugural success in 2011, almost all of last year’s exhibitors have re-booked this year, along with an additional 10% of newcomers.

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Tile International 4/2011

Special on... Spain

by Marco Fiori

Tile of Spain promotes ceramic for the cities of tomorrow



Ceramic steps outside the home and breathes life into items of urban furniture with a double skin: on the outside, they are made up of materials that decontaminate the air, while on the inside, they are decorated with extruded ceramic tubes. The floor covering is not static, but forms waves that move in synergy with the various layers and surfaces: walls, ceilings and floors thus interact in harmony. This is the underlying meaning and powerful message of an installation set up at Made Expo 2011, in Milan, by Tile of Spain – the trademark of Ascer (the Spanish ceramic manufacturers’ association) – in partnership with Spain’s foreign trade institute (ICEX) and the trade department of the Span-

Tile International 4/2011

ish Embassy in Milan. The visually striking installation was entitled “Fluidity: Ceramic as a material for the cities of the future”, and was produced using some of the Spanish ceramic industry’s most innovative products.

The installation provides an evocative suggestion for the most creative and forward-looking architects, prompting them to make use of a product that is still not widely deployed in the sustainable design of modern cities. Here, there is an increasing trend towards enhancing continuity between public and private space and interior and exterior space, and improving the relationship between cities and citizens. The public spaces of the future are variegated,

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Special on... Spain

2

and made up of elements that interact thanks to the use of diversified materials and construction systems, to create projects with multiple functions.

So “Fluidity” is not an ephemeral project, but one that’s designed to last and to constitute a virtuous model. That’s why, after Made Expo, the installation will relocate to Valencia for the 2012 edition of Cevisama (an international ceramic and bathroom furnishing trade fair), before being donated to an appropriate organisation. The installation’s curator is José Ramón Tramayeres, a young architect from Valencia, who co-founded Green Geometries Laboratory (GGlab), a firm of architects, and was in charge of the Tile of Spain installation “Campos de arroz” for the 2010 Beijing Architecture Biennial.

The component products of “Fluidity”: 1• Bionictile by Ceracasa depollutes the air in urban environments, by means of a patented glaze that breaks nitrogen oxide down into harmless nitrates, without using any power source other than solar energy. Tests conducted at the Polytechnic of Valencia’s Institute of Chemical Technology, and the Mediterranean Environmental Studies Centre yielded an impressive set of data. One square metre of Bionictile by Ceracasa is capable of decontaminating approximately 25.09 micrograms of Nox/h in polluted air. This

4

product has already been used in a range of architectural projects, including the Castellon Arena and the facades of various buildings in Errekalde and Madrid. Bionictile has won more than 10 international awards.

2• Soho Interiors by Cerámica Decorativa is available in the colour linen, in flat formats measuring 15x40 cm and volumetric pieces developed using disposable moulds. The moulds used for each piece are made up of blocks of polystyrene produced using numerical control technology. The Soho Interiors series is produced in nine colours and 10 different formats.

3• Baguette B-d50 by Cerámica Mayor can be used for a variety of applications: as a grating for modulating the entry of light or concealing objects from view, as a staircase or balustrade, or as an indoor or outdoor partitioning element. Available in heights of up to 180 cm, in natural and glazed colours.

4• Lifearq – Bamboo by Natucer is a series consisting of circular tubes of extruded porcelain, which can be installed in indoor and outdoor environments alike. Ideal for architectural use, it is available in five colours and three different sizes for maximum versatility of use.

Bamboo is an alternative to traditional, flat ceramic, because it cannot be classified either as a wall covering or as a floor cov-

39

5

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mu LTi

3

ia med

1

ering.

5• The Lama series of porcelain tile

by Tau Cerámica is produced in two sizes: 20x120 cm, for indoor environments, and 15x60 cm which is also suitable for outdoor use. Both sizes come in five different colours: ash, walnut, oak, white and grey. Lama replicates the full beauty of wood in its purest form, while incorporating all the innovation offered by new ceramic materials, thanks to the use of the latest digital decoration technology

From Spain to the future So despite the difficulties of recent years, the Spanish ceramic industry confirms its continued position at the forefront of aesthetic trends, quality standards, technological developments and compliance with the most stringent ergonomic and environmental criteria. Ceramic tiles for curtain walls, raised flooring, industrial areas and structured walls and facades; and ceramic tiles in large formats, or designed specifically for disabled people, or inspired by other materials such as stone, wood and steel, are just some of the new ideas deployed by the Spanish ceramic industry. Other, even more original and compelling innovations include the shaping and bending of individual pieces, dry installation, and coverings with magnetic properties, concealed joints and “intelligent tiles”.

5

Tile International 4/2011

Special on... Spain

by Silvia Bertolani

Made in Spain: the companies’ eye view With Special on...

Spain just round the corner, we



interviewed two major ceramic companies: Porcelanosa, Azulev and Grespania as a representative sample of medium and large enterprises, to get a first-hand account of the climate in the market and the trends sweeping through the Spanish ceramic industry...

http://www.flickr.com/photos/d-angelo/

Porcelanosa Group goes from strength to strength Porcelanosa Group is a modern, trend-setting and perennially evolving company. And in terms of more than just size, it is one of Spain’s leading companies, dedicated day in, day out, to developing new solutions and inventing innovative products.

The group is made up of eight companies: Porcelanosa, Venis, Gamadecor, SystemPool, L’Antic Colonial, Butech, Noken and Urbatek. With almost 5,000 employees, it is one of the world’s largest producers of ceramic floor and wall coverings, furniture, construction systems, kitchens, bathroom furnishings and spas, and has more than 400 single-brand stores in 80 countries. Backed by over 35 years of experience, Porcelanosa operates in around 100 countries

Tile International 4/2011

worldwide. According to a study published by Pricewaterhouse Coopers and the Financial Times, furthermore, it is currently one of Spain’s most prestigious companies at an international level.

Porcelanosa’s unceasing research activity repeatedly yields tangible results. Recently, for example, Porcelanosa won an Innovation Award for the materials category at the 35th edition of FIMM-Maderalia (Valencia, 2528 October 2011) for the creation of Krion®, a high-tech material developed by Systempool, the group company specialising in products and equipment for bathrooms and spas. Krion® is a latest-generation covering with an appealing appearance, similar to that of natural stone,

composed of natural minerals and a small percentage of highstrength resins. This composition endows the material with unique properties, including absence of pores, anti-bacterial action without any type of addi-

40

tive, hardness, strength, durability, low maintenance, and ease of cleaning and repair.

Given its affinity with wood, Krion® sheets can be cut, joined or thermoformed to produced curved pieces. Krion® can also

Special on... Spain

be used within the production system, by injection, to produce forms and designs that would be unthinkable with other materials. The organisers of the international wood and furniture industry suppliers’ trade fair singled out Krion® for this award “for its countless application possibilities and its exceptional ability to meet the technical and aesthetic needs of architects, designers and interior designers.”

The Spanish colossus is headed

by Manuel Colonques, aged 68.

To give an idea of just how well known and highly regarded his family is on the international stage, Manuel and his wife Delfina were the only Spaniards, apart from the Spanish royal family and the Spanish ambassador to Britain, to be invited to the wedding of Prince William and Kate Middleton in London in April 2011.

To gain a deeper insight into

such an important enterprise, we spoke to Cristina Colonques, of the Group’s Marketing Management.

Tile International: Could you give us an economic snapshot of Porcelanosa Group?

Cristina Colonqes: In 2010, Porcelanosa Group’s sales rose by almost 10% on 2009, on the back of a sharp upturn in the export market, resulting in a 20% rise in exports.

Group turnover is approximately 730 million euros (2010), 17% of which comes from direct sales and the remaining 83% through Porcelanosa stores, of which we operate over 400 worldwide.

Tile International: How is production divided between the Group’s various member companies?

C. Colonques: In terms of product categories, Porcelanosa and Venis produce flat ceramic for floor and wall coverings. Ur-

batek L’Antic Colonial offers traditional ceramic and terracotta, natural products, slate, marble, wood, mosaic and laminates, as well as complements such as wash-basins, tops and bathroom furniture. Gamadecor produces high-quality, design-oriented, kitchen and bathroom furniture; SystemPool supplies bathroom products (shower trays, screens, columns, bath tubs, hydromassage tubs, fixed showers, cabinets, shelves and bathroom accessories) and spas, as well as the innovative material Krion®. Noken produces sanitaryware, taps, radiators and bathroom complements.

Urbatek manufactures porcelain tile, whereas Butech sells technical materials and solutions for the installation of floor and wall coverings, raised floors, roofing, curtain walls, self-locking facades, glues and adhesives for traditional installation of ceramic, not to mention high-performance solar panels, soundinsulating materials, etc..

Tile International: Porcelanosa Group has always backed up its manufacturing operations with direct distribution activity through its own sales outlets.

Given the contraction of worldwide demand in recent years, how far have you been helped by your retention of direct control in many markets?

C. Colonques: Because of our direct control of the sales channel to final customers, we perceived the falls in demand earli-

41

er than most, so we were able to react more quickly.

What’s more, by operating a chain of single-brand stores, we have access to first-hand knowledge of our customers, so we know exactly what they need in these times of reduced consumption. That is why we are adapting our product catalogue to meet current demand.

Tile International: Which of the areas covered by your direct distribution network are showing signs of an upturn, and which are still stagnant?

C. Colonques: In 2010, we witnessed a significant recovery in demand in all the countries we operate in, except for Spain, where signs of recovery have remained absent throughout 2011 too.

Tile International: Have you opened any new stores this year?

C. Colonques: Porcelanosa Group opened several new stores in 2011: one in São Paulo (Brazil) in April, one in Buenos Aires (Argentina) in May, one in Angola in October, one in Washington (USA) in November and one in Oviedo (Spain) in December.

For 2012, we are currently planning to open a store in Amman (Jordan) and another in Manila (Philippines).

Tile International: On the manufacturing front, what strategies are you using to optimise your response to current market conditions?

Tile International 4/2011

Special on... Spain

C. Colonques: We have always been very pro-active and we have always believed in the value of investing in new technologies. To achieve the levels of product quality that we want, we have to equip ourselves with the best machinery on the market. This has also enabled us to extend our product range and respond effectively to the current tastes and needs of our customers.

Tile International: Have you taken steps to streamline your production?

C. Colonques: Obviously we

have adjusted our levels of production to match current demand.

Tile International: What role does training play in your business?

C. Colonques: For Porcelanosa Group, staff training plays an essential part in giving our customers the service they need.

Tile International: Porcelanosa currently ranks top in the Spanish market. What is your market share at the moment and what are your medium-term targets?

C. Colonques: Our market share in Spain is about 30% at

the moment, and our strategic plan is to push that figure up to 40% by 2020.

Tile International: How have customers’ purchasing habits changed over the past two years?

C. Colonques: People think more carefully than they used to before buying. They take longer to make up their minds, but in the end we think they clearly recognise that the quality of our products makes them a guaranteed investment for their homes.

Tile International: What role do you think new multi-function ce-

Azulev: driven by innovation and design Tile International: With 2011 drawing to a close, how would you rate the year for Azulev?

What trends have emerged in terms of turnover and production?

Salvador Huertaque: Twentyeleven has been a year of hard work and ongoing investment in design and new technologies.

We have directed all our efforts towards responding to new market needs and trends, without sacrificing the staple that customers expect of us: quality and product range.

Tile International: You have tak-

Tile International 4/2011

en some major initiatives in recent years, including the expansion of your headquarters, which now extends over an area of 150,000 square metres. What are the consequences of this investment, both in terms of production and technological innovation?

S. Huertaque: Our investment programme has led to improvements in our services to customers. For example, all our brands are now shipped from a single dispatch centre, which saves time for us and our customers.

Tile International: The year

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ramic products (ceramic plus photovoltaic, anti-bacterial ceramic, energy-releasing ceramic, etc.) could play within ceramic manufacturers’ product ranges?

C. Colonques: These new applications of ceramic are interesting and will undoubtedly revolutionise the market in the years to come.

Our group has never sought to blaze a trail in this field, but we are conducting research so as to be able to offer the market the solutions it wants at any time.

Special on... Spain

2011 also saw the Azulev and Sanchis brands join forces under a single company name.

What were the reasons for this initiative? And what are the results of this new line-up?

S. Huertaque: In view of the adverse economic climate and the contraction of global markets, our corporate strategies are aimed at optimising resources in terms of production, sales and promotion.

The merger of Azulev and Sanchis has yielded improved synergies across all processes, enabling us to divert more resources into product development. The result of these efforts can be seen in the 26 new series that Azulev has launched in the course of 2011.

Tile International: You currently have sites in Madrid, Seville, Barcelona and the United States.

What steps are you taking in terms of international distribu-

tion and/or internationalisation?

S. Huertaque: Our direct presence in various regions of the world enables us to direct resources towards design and the study of emerging trends in terms of decoration, so that we can create products tailored specifically to the tastes and requirements of different markets.

It also enables us to integrate new technologies, such as digital decoration, thin-gauge tile and large formats.

What’s more, we are committed to maintaining the freshness of our corporate image, by developing new group and businessline communication strategies, which we then deploy through all types of media, to all markets, and for each specific brand.

Tile International: Which are your main national and export markets, and how are they performing?

S. Huertaque: At the last edition of Cersaie, we attracted a lot of interest from customers in central Europe, with particular reference to France, Germany and the United Kingdom. But we have also started forging relations with buyers from eastern Europe – especially Russia, Ukraine and Poland – and from emerging markets, including India and China.

Tile International: You unveiled four new collections at the recent edition of Cersaie. What are your latest product and technological developments?

And what are the latest trends in terms of colour and finish?

S. Huertaque: We were very pleased with the response to our new collections at Cersaie.

Our new lines of digitally decorated, through-body porcelain tile, designed primarily for the central European market, elicited particular interest. We also received positive feedback on our wall tile collections in sizes 30x60 and 20x50 cm.

Our Enigma series is an exclusive line, offering high technical performance. These throughbody porcelain tiles are made using digital technology, and combine the minimalism of concrete with the sophistication of stone.

Our Insignis series of porcelain tile, meanwhile, replicates the effects of wood, with its knots, grain patterns and imperfections, mixed with metallic highlights. This series is available in shades of white, graphite and grey, in size 15x60 cm.

Tile International: How important are architects in the sale of your products? And what, if any, marketing activities aimed at this new sales channel have you undertaken?

S. Huertaque: Some of our topend series are designed and developed specifically with architects and interior designers in mind, with a view to meeting their requirements for sophistication and embracing the most inventive trends. These are largeformat collections – in sizes

43

60x60 cm and 45x90 cm – offering high technical value and thin gauges developed specially for this segment. And the interest Azulev takes in the needs of architects is borne out by the company’s participation in various seminars for architects, like the one held in New York on 20 October.

Tile International: Eco-sustainability is a priority consideration for Azulev, which has obtained various awards. What specific measures have you taken in terms of the Green Economy?

S. Huertaque: At Azulev, we are convinced that the development of any industrial activity must be pursued with full respect for environmental considerations, and that’s why, for many years, we have been committed to adopting the best available technologies for our production processes. We are also working with the Ceramic Technology Institute on the I+D+i project aimed at developing, amongst others, new systems of full heat recovery for the purpose of significantly reducing CO2 emissions.

The quality standards expected by markets and consumers are no longer confined simply to durability and technical characteristics. Customers are increasingly opting for eco-sustainability, because with every purchase we make and every product we use, we can make an active contribution to the sustainability and conservation of our planet.

5

Tile International 4/2011

Special on... Spain

Grespania and eco-friendly innovation Tile International: With 2011 drawing to a close, how would you rate the year for Grespania?

What trends have emerged in terms of turnover and production?

Luìs Hernandez Sanchis: We expect to close 2011 with an increase in sales of approximately 10%. This is a gratifying result not just in terms of the increase itself, but because it marks a turning point in the poor performance suffered by the ceramic industry on a European level over the past three years.

What worries us is the trend that we’re noticing in the elite segment of European interior design, which is seeing increasing uptake of alternative materials to ceramic for kitchen and bathroom floor and wall coverings.

We believe that the Spanish and Italian ceramic industries should make a joint effort to reinforce the image of ceramic as an unsurpassable material for interior coverings, and re-emphasise its technical and aesthetic advantages. So we feel that it would be useful to launch an intelligent, coordinated campaign aimed chiefly at architects and interior designers, to drive home the message that ceramic is an innovative product in step with the latest trends.

If we adopt a passive approach to events, we risk seeing increasing falls in our European markets, as happened in Germany.

Tile International: Since 2008, you’ve opened commercial

Tile International 4/2011

subsidiaries in Poland, the United Kingdom and Mexico, for a total investment of 12 million euros. How have these centres developed to date? And what developments do you foresee in your internationalisation process?

L. H. Sanchis: Grespania’s investments to date relate to the formation of commercial subsidiaries, of which we now have six: in Italy (Castelnuovo Rangone), France (Paris), United Kingdom (Birmingham), Netherlands (Eindhoven), Poland (Piotrków Trybunalski) and Mexico (Mexico City). Like our other subsidiaries, the last two that we opened (in the UK and Mexico), serve the main purpose of promoting and selling our products in their respective territories. The aim is to display our products in the right way for our customers,

for architects and for interior designers; to provide ad hoc solutions, and to meet the logistical requirements of our clientele in all markets.

We plan to step up our coverage of major export markets in the future, not just with sales networks but with production facilities too.

Tile International: Which are your main national and export markets and how are they performing?

L. H. Sanchis: Exports represent an important part of Grespania’s business model, and our forecasts suggest that by year’s end, exports will account for 75% of our total revenues for 2011. Although we operate in over 130 countries, the European Union is still our main market, which saw substantial upturns this year in France (+10%) and

44

Germany (+25%). Outside the European Union, Russia showed the biggest growth (over 50%).

In future we hope to increase our sales in Asia, Africa and South America, where economic growth is translating into an increase in construction work and use of ceramic.

Tile International: You allocated a substantial sum of money – 53 million euros- to the modernisation of your plants. What changes have you made?

These investments will no doubt have had an impact on the evolution of your products. What are the latest additions to your product range and to the technologies you use? And what are the latest trends in terms of colour and finish?

L. H. Sanchis: Grespania SA has three production facilities, each dedicated to the production of

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a line inspired by the latest trends in fashion and design, that offers a gritty and highly personalised look for residential interiors.

Discover all our lines, from the tradition of Millennium to the modernity of pop

www.fogazza.com info@fogazza.com

Special on... Spain

floor and wall coverings and finishings. Between 2005 and 2008, Grespania SA introduced a modernisation plan that saw the closure of two floor and wall tile factories, and their replacement with two modern production facilities, optimally equipped for the production of ceramic products better suited to the latest market trends, with overall production capacity of 30,000 square metres per day.

These new facilities incorporate the latest production technologies, including lines for unglazed porcelain tile, digital injection, wet and dry production of through-body tile, and so on.

Both facilities were designed to produce a finished product, so they include sections for final polishing and honing processes. With these latest investments,

Tile International 4/2011

we are able to produce large formats (up to 100x300cm and thickness of 3.5 mm to 15 mm) and advanced decorations, in step with the latest market trends.

Tile International: How important are architects in the sale of your products? And what, if any, marketing activities aimed at this new sales channel have you undertaken?

L. H. Sanchis: Distributors represent Grespania’s key sales channel, and our activities aimed at architects and designers are directed through them. Grespania set up a Product Engineering Department a few years ago, tasked with developing technical solutions with ceramic, such as curtain walls, indoor and outdoor raised flooring, and special large-format wall coverings,

such as our Coverlam line, which measures 100x300 cm and has a thickness of 3.5 mm.

This work is undertaken by our Product Engineering personnel, by appropriate means and with direct visits for the professionals concerned.

Tile International: Eco-sustainability is a priority consideration for Grespania, which has obtained various awards. What specific measures have you taken in terms of the green economy?

L. H. Sanchis: Grespania has always been a pioneer in environmental conservation and energy efficiency. In 1986, we built a plant for the production of wall tiles, which recycles and re-uses all production waste and residues. Our three plants still ad-

46

here to this concept, and during product processing, they recycle and re-use powder residues and waste water from the industrial process. All this waste is appropriately transformed and incorporated into products in varying percentages, according to the characteristics of the products in question.

Energy saving has also been a priority since 1993, when we installed a co-generation plant with which we generate the majority of the energy that we consume, thereby reducing energy consumption and emissions.

Lastly, over the past two years, we have implemented an energy-saving plan in each of our production facilities, and this has yielded very positive results.

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Building the future International trade fair for building and construction technology

21 – 25 February 2012

PROMOEVENTS · via Privata Pomezia 10/A · 20127 Milano Tel. +39.02 33402131 · Fax +39.02 33402130 www.bautec.com · messeberlin@promoevents.it

Project

by Christian Brunsmann

Ceramic thermal-comfort floor saves energy and reduces costs



Garage Crivaco, a car dealership in the Belgian town of Lovendegem, has chosen Schlüter-System KG’s ceramic thermal-comfort floor to combine design appeal with energy saving.

“Garage Crivaco” in Lovendegem, near Ghent, is a Saab and Subaru dealership, which recently started selling Mitsubishi models too. Owner Chris van Hinsberg decided to expand the showroom and renovate the existing infrastructure, so as to present all three brands in a suitable environment. Ecological aspects were a big concern to him. “Our new design is intended to establish our business as a reference point in the region and to be perceived as a highquality, innovative automotive company. To this end, we keep investing in the qualifications of our employees, our equipment and the building, with environmental sustainability and even energy-neutrality as priority goals. Crivaco was awarded the Environmental Charter Certificate of East Flanders Province in recognition of our environmental commitment in 2008,” explains van Hinsberg.

In daily work situations, this means that all waste, from oil filters to packaging, is carefully sorted, and scrap vehicles are recycled in an ecologically sound manner. Instead of using conventional light bulbs, the

Tile International 4/2011

showroom is lit by LEDs. 2TL lamps (130 Watt) were replaced with T7 luminaires, which consume only 49 Watts. At night, the showroom is lit with blue LEDs, which use only 50 Watts for the entire area.

Rainwater is used for cleaning and car washing, instead of tap water, and air compressors were replaced with battery-operated devices. Solar panels are mounted on the roof of the dealership, and the company is now studying the feasibility of installing a wind turbine.

Comfortable and energy-efficient floor heating system Customer comfort is obviously a high priority. When the company was looking for an energy-effi-

cient, but comfortable, floor heating system, it found BEKOTEC-THERM ceramic thermalcomfort floor by Schlüter-Systems, which is a perfect fit for the environmental concept of the car dealership.Thanks to its innovative heating and control technology, this floor assembly is a highly responsive area-heating system with especially low supply temperatures and quick heat distribution, which saves both energy and costs. “The greatest advantage of the ceramic thermal-comfort floor is the low assembly height,” explains Patrick Deprez, product advisor at Schlüter-Systems. “Assembly height is 40% lower than conventional systems, without the covering. Combined with the innovative heating and control

48

technology, this results in a very low supply temperature of about 30°C, compared with 70-90°C in conventional systems. Thanks to the thin structural assembly, there is less volume to be heated, which of course saves energy. The even heat distribution under ceramic coverings provided

by Schlüter®-DITRA results in quick heat release over a large radiation area. This lets the system establish a comfortable room temperature in a very short time.”

Attractive and quick to install “Another benefit of BEKOTECTHERM ceramic thermal comfort flooring is its suitability for all tile formats. The thin screed of the

Project

system allows for much freer design. Since no movement joints have to be installed in the screed, there is no need for vertical continuation of movement joints from the substrate into the floor covering. Ultimately, time is saved even during installation because there are no waiting periods. The screed can be poured as soon as the floor heating system is installed, and tiles are installed over the top,” says Deprez.

The BEKOTEC-THERM floor can withstand loads up to 5 KN/m2 – a great advantage for automotive showrooms – and is permanently free of cracks and buckles. Schlüter-Systems issues a five-year warranty on specific structures.

Top benefits of BEKOTEC-THERM Short response time Thanks to the thin assembly structure, the heated floor responds quickly to temperature changes. The interconnected air channels of the Schlüter®DITRA uncoupling membrane distribute the heat quickly and evenly below the tiled floor.

The air channels heat the entire floor to the desired temperature within a short time.

Warm in winter, cool in summer The quick responsiveness of the system and its air channels generate the right temperature in every season: warm and cosy in winter, cool and refreshing in summer.

Energy-efficient Thanks to its low assembly height, BEKOTEC-THERM requires a much lower supply temperature (30°C) than most conventional systems. And lower temperatures mean higher energy savings, amounting to 2 to 3% per degree. As a result, costs are up to 30% lower than with conventional systems.

Environmentally friendly The low energy demand of the innovative ceramic thermalcomfort floor also means that you can dispense with fossil-fuel heating systems completely.

Because of its low supply temperature of just 30°C, BEKOTECTHERM is ideally suited for use with heat pumps or solar energy systems.

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Solutions by Schlüter-Systems In addition to tile profiles, Schlüter-Systems develops and supplies complete system solutions for tile installers.

Whether edge protections for floor coverings, wall corners, stair-nosing profiles, movementjoint and control-joint profiles, waterproofing and uncoupling mats, assembly systems for balconies and terraces, or installation substrates - wherever ceramic or natural stone tiles are installed, be it indoors or outdoors, Schlüter-Systems offers innovative solutions that guarantee perfect workmanship and lasting quality.

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Tile International 4/2011

MADE expo 2011

by Chiara Bruzzichelli

Solid growth for MADE expo mu LTi

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The fourth edition of MADE expo, the design and construction exhibition held in Milan, Italy, from 5 to 8 October, recorded rises in both attendance and exhibitor numbers this year.

The 1,950 exhibitors, spread over an area of 96,000 square metres, expressed considerable satisfaction with this year’s event, not least because attendance rose by 4.7% on 2010, to 253,533, including 31,905 foreign visitors (up 34% on the previous year).

Tile International 4/2011

Such success is all the more remarkable given the recession currently affecting the construction industry in Europe and worldwide.

Attendance from outside the EU saw the biggest increases, with +58% from the Americas, +14% from Asia (including +28% from Russia) and +19% from Africa.

European operator numbers, meanwhile, remained broadly stable.

The event’s organisers also reacted with satisfaction to these

performance indicators: “The results show that the intensive promotional work done in preparation for the event paid dividends.

The satisfaction expressed by the international delegations also confirms that we are taking the right approach towards markets offering plentiful commercial opportunities and potential investors.

The high degree of innovation and research on show at the stands and in the technical and cultural initiatives also met with

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universal acclaim from visitors.”

The four-day event in fact hosted over 240 special initiatives, covering all the most relevant topics for today’s design and construction sector. “MADE expo is not stopping here,” explain the event's organisers. “Action is already under way on the organisation of international events and initiatives to stoke the fires for next year’s edition.”

The next edition of will take place from 17 to 20 October 2012.

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MADE expo 2011

MADE... news!

SANMARCO TERREAL ITALIA AT MADE expo 2011 SanMarco Terreal Italia took part in MADE expo 2011 with an allnew stand designed to communicate the company’s new commercial strategy, under which its product range is no longer made up of stand-alone items, but of fully integrated systems for roofs, walls and floors.

This change in strategy was expressed the structure of the stand – designed by the architect Davide Desiderio, the company’s Image & Communication Manager – which consisted of three environments, dedicated to Roof Systems, Wall Systems and Floor Systems.

“We are very pleased with the results,” commented Davide Desiderio, “not just in terms of total visitor numbers, which were well above everybody’s highest expectations thanks to a 4.7% increase in attendance, including a large numbers of visitors from outside Italy, but also because of the unanimous appreciation of the high level of innovation and research in evidence at our new stand, which attracted considerable attention with its originality and high visual impact.”

CADORIN UNVEILS STONE FINISH Cadorin chose MADE expo to showcase its new Oak floorboards with Stone finish, from the Elite collection. Produced entirely in the company’s Possagno plant in Italy, this collection consists of three-layer boards with a top layer of hardwood 4.5 to 5 mm thick, a middle layer of solid spruce strips laid crossways, and a bottom layer of the same hardwood as the top layer. The cross-laid, three-layer structure ensures the stability of the floorboards, even in particularly large sizes.

Thanks to the company’s longstanding attention to environmental considerations, the raw materials – Select Oak and European Knotted Oak – are among the woods selected by Cadorin that bear the “Legno Più Km Meno” mark (more wood, fewer kilometres), testifying to the fact that they are sourced within a radius of 500 to 700 km from the production site.

Cadorin has taken further steps to safeguard health and the environment by using formaldehyde-free vinyl adhesives, natural oils and waxes and PEFC materials in the production of its wood flooring. Cadorin Group has also opted to use renewable energies: its electricity is supplied by 4,000 sq.m of solar panels installed on the roof of its plant, which generate 220,000 kWe/year, while the company has obtained its thermal energy, for over 20 years, from residues of wood from the production process.

follow » »

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Tile International 4/2011

MADE expo 2011

MIPA BRINGS CUBA TO MADE expo Art Nouveau and Art Déco are two artistic movements that enjoyed popularity in Europe and America from the late 1800s to the 1940s.

Both were exported to Cuba, by means of photographs, engravings and drawings published in newspapers and magazines.

The movements were an immediate hit, and were adopted by Cuban architects, who produced the world’s first Art Nouveau and Art Déco buildings, especially in Havana.

The floor coverings decorated with marble graniglia that typified this type of architecture and were initially imported from Europe, were reinterpreted by local pro-

MICRO-TOPPING SYSTEM FROM IDEAL-WORK Micro-Topping is Ideal-Work’s solution for anyone looking for an innovative, continuous surface, which is also idea for renovating old flooring without resorting to demolition (concrete, self-levelling compound, ceramic, wood).

Tile International 4/2011

EUROPAVIMENTI’S NEW DECORATIVE FINISHES

ducers, who rapidly developed a style of their own, featuring bolder colours and more complex designs.

By presenting the Cuba collection at MADE expo 2011, Mipa has embarked upon a new line of production dedicated to researching and reworking classic graniglia products. Cuba comprises 11 accents, all based on cultural reference sources, harmonies and atmospheres specific to the largest of the Caribbean islands.

Europavimenti presented two new finishes for its Design line of laminate flooring: Gesso, dedicated to children, and Pelle, for their mums.

Gesso draws inspiration from antique floorboards, like the ones in the tale of the Nutcracker, on which the toys come to life.

Pelle, meanwhile, is designed with a female clientele in mind, particularly mums, because it is an elegant solution that blends harmoniously with all types of interior design, and is acclaimed for its practicality.

Both these new Design line proposals also remain faithful to Europavimenti tradition, insofar as they are easy to install, impactand abrasion-resistant, water-repellent, resistant to swelling and washable with any type of detergent.

The same series also includes

Highly acclaimed by specifiers because of its adaptability, Micro-Topping can be customised in terms of colours and effects, and is guaranteed to be totally non-toxic.

Technically speaking, Micro-Topping is a two-component, cement-based, polymer coating for decorative skimming (thickness 2-4mm) of interior and exterior surfaces. It consists of a

special liquid polymer and a cement-based mix available in two versions: Base Coat (with larger particle size) and Finish Coat (with smaller particle size).

Micro-Topping stands out for the following characteristics: excellent adhesion to existing surfaces, high traffic-resistance including in intense-traffic conditions, good protection against infiltration of water and de-icing salts,

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other decorative pieces, such as Voyager, Mappa and Container.

Structure: overlay, decorative paper; main panel in high-density fibre-board (HDF).

Guarantee: 12 years for normal wear.

MADE expo 2011

DE CHECCHI’S SKIRTING BOARD REVOLUTION Skirting boards have never been seen as anything more than functional. Now, De Checchi Luciano has re-invented the skirting board as a decorative and design element, with a new series of previously unimagined functions.

Woodled is the first example of a domotic skirting board: one which interacts with the environment in which it is installed, to offer innovative lighting solutions of high aesthetic appeal.

Oak cm 82x13 with silver aluminium channel

excellent UV-resistance and weather-resistance, even in extreme conditions, and low environmental impact.

Duallwood, meanwhile, combines wooden skirting boards with technical trims in various alloys and finishes, including with sound-insulating seals.

As well as presenting all its latest skirting board finishes, customisable decorations and technical/functional innovations at MADE expo 2011, De Checchi Luciano, based in Villatora di Saonara (Padua, Italy), also emphasised the company’s expansion: in March this year, the warehousing capacity of the Villatora site was doubled, for the purpose of storing delivery-ready products.

White oak cm 45x13

SOLACIR® INTERIORS

by LEVOCELL Solacir® Interiors is a new interior floor covering in waxed concrete distributed by Levocell.

A product of mineral origin, waxed concrete becomes a decorative element for all interior spaces, whether public or private.

Easy to apply and offering premi-

RAVAIOLI AND THE NEW WOODWRAP SYSTEM At MADE expo 2011, Ravaioli Legnami presented its Woodwrap curtain wall system produced in partnership with Alutek, which combines the patented Profiltek system with the Ravaioli Legnami system (Profiltek aluminium bearing structure and Ravaioli clip-fitted wooden boards).

With the new Woodwrap system, it is possible to create standard curtain walls, insulated curtain walls or a simple cladding in heat-treated ash or ipé.

The technical characteristics of Woodwrap make it an extremely innovative system. Its strengths include aesthetic appeal, ease of installation and high levels of insulation, with consequent energy efficiency of the building, especially when insulating panels are fitted in the cavity.

Based in Villanova di Bagnacav-

allo (Ravenna, Italy), Ravaioli Legnami, one of the most competitive companies in the wood solutions business, acquired the Marittima and Aeterno brands in September, thereby increasing its offering of wooden decking with the introduction of preassembled modules.

The acquisition of Marittima has also brought the company specific technical know-how in the field of environmental engineering, enabling it to design and supply major environmental works (water erosion defences, fixed wooden pontoons, walkways, etc.) complete with installation and site support.

um aesthetic effects combined with outstanding performance, the product represents the evolution of traditional resin floors, compared with which it has a more natural appearance, while at the same time delivering highlevel mechanical properties and plenty of scope for customised finishes. The system includes a wide range of colours and finishes (gloss, matt or satin).

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Tile International 4/2011

Made expo 2011

by Chiara Bruzzichelli

SLIDE by Listone Giordano brings parquet to life

from left: Andrea Margaritelli and Daniele Lago



Who said maths and geometry can’t be fun?

And more importantly, who would have thought that pre-finished wood flooring could replicate itself in orderly geometric patterns of small strips, large strips and boards?

Let’s be honest, we were practically all convinced that industri-

Tile International 4/2011

al wood flooring could only be laid in visually geometric patterns… well, we were wrong.

A partnership between Daniele Lago and Andrea Margaritelli gave rise to a playful challenge that brought Slide to life. And the expression “bring to life” is totally appropriate in this case, be-

cause Slide appears to extend across the floor of its own accord, creating geometric patterns that look unique and random every time...

But let’s go back to the beginning: following months of studies, designs and re-designs, Slide emerged in its definitive form

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from the creative talent of Daniele Lago and the product engineering of Listone Giordano’s Research & Development division, in conjunction with Andrea Margaritelli, who was personally involved in this project that started off almost as a game and then took shape in the Lago Apartment at No. 30, Via Brera, in Milan.

Made expo 2011 The idea at the root of the concept is a rectangle, cut in two by a diagonal, giving rise to two trapeziums, which when combined in different ways, generate countless different configurations.

This parquet represents a total departure from the classic floorboard pattern… it seems more like origami applied to the creation of surfaces, for the purpose of generating new forms and perspectives: rectangles metamorphose into rhombuses according to the magic of transcendental numbers, before rotating, sliding and reappearing in an infinite sequence of forms, no two of which are the same.

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Lago SpA The origins of Lago date back to the late 19th Century, when Policarpo Lago established a cabinet-making business for the nobility of Italy’s Veneto region.

By 2006, the business, based in Villa del Conte in the province of Padua, had reached the family’s fourth generation, who increased its capital and set to work on tackling the global market. The driving force behind this transformation was Daniele Lago, a young designer who heads a dynamic team, with the aid of his brother Franco and sister Rossana.

With 170 employees, Lago SpA now generates turnover of 30 million euros.

Lago SpA operates worldwide with over 400 shops and many single-brand stores in cities throughout Italy and the rest of Europe, including Rome, Milan, Lyon, Prague, London, Valencia and Paris. The Lago Apartments, like the one in Milan’s Via Brera, are living showrooms, in which prospective customers come into direct contact with Lago furniture and furnishings in real, lived-in homes.

Margaritelli SpA Fernando Margaritelli was founded in 1904 as a forestry company and charcoal producer. Boosted by post-war reconstruction efforts, in 1949 the company switched its focus to the production of railway sleepers, and became the Italian State Railways’ biggest supplier.

In 1961, Margaritelli set up a major industrial complex for the processing of European timber, especially oak, in Fontaines, in the Burgundy region of France, so as to ensure a constant supply of raw materials to its now numerous production plants. In 1970, the company started producing semi-finished products for the furniture and flooring industry at its new plant in Miralduolo di Torgiano in the province of Perugia. It directed the bulk of its investments into this line of business, before revolutionising the wood flooring market in 1984 with the creation of Listone Giordano, the first two-layer parquet made with the aid of an innovative technology, developed in partnership with Prof. Guglielmo Giordano, an internationally renowned academic and wood technologist.

Today, Listone Giordano operates a chain of over 550 stores in Italy and worldwide (Paris, Barcelona, London, Mexico City, Tel Aviv, New York, Beijing, Shanghai, etc.), all with a strong, coordinated brand image.

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Tile International 4/2011

ARMANDO TESTA

Report Cersaie

Cersaie confirms world-leading status

Facoltà di Architettura di Genova, Corso di Laurea Magistrale in Design del Prodotto e degli Eventi Alessandra Parodi per Cersaie 2010

28 SETTEMBRE - 2 OTTOBRE 2010 w w w. c e r s a i e . i t

CER. spa

Promosso da ConfInDustRIa CERamICa

In collaborazione con

iva: PROMOS srl - P.O. Box 37 - 40050 CENTERGROSS BOLOGNA - Tel. 051.6646000 - Fax 051.862514 DI.CER. spa - Viale Monte Santo 40 - 41049 SASSUOLO (Modena) - Tel. 0536.804585 - Fax 0536.806510

27-04-2010 11:12:09



The 29th edition of Cersaie confirmed the Bologna-based trade fair’s status as a world-leading exhibition for the ceramic and bathroom furnishing industry. All the exhibition space at Cersaie 2011 was fully booked five months before its opening by 965 companies from 31 countries, and the event’s success was subse-

Tile International 4/2011

quently confirmed by the final figures recorded upon its conclusion. Total visitors, from over 140 countries, amounted to 81,552 (this figure represents only “first entrances” and not the actual number of people inside the halls including those who left the trade fair complex temporarily and then came back in). The figure represents a slight

drop (-2%) on the total of 83,286 recorded in 2010. The number of foreign visitors also rose at this latest edition, from 24,960 to 25,155 (+0.8%), whereas Italian visitor numbers fell by 3.3%. The drop undoubtedly reflects the continuing difficulties facing the Italian construction industry.

Of the events that took place

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within the framework of Cersaie, the inaugural conference, “Living the market evolution”, was definitely a big success with both the live and television audience. Over 700 people attended in person, attracted by the participation of Emma Marcegaglia, Chairman of Confindustria, and Jacques Attali, an internation-

Report Cersaie

CERSAIE 2011: TOTAL VISITORS

2007 2008 2009 2010 2011 %

11/10

TOTAL VISITORS 91,303 83,875 82,422 83,286 81,552 -2,08 Foreign professional operators 27,121 25,675 22,862 24,960 25,155 +0,78 Italian operators 64,182 58,200 59,560 58,326 56,397 -3,30 Italian journalists 360 365 439 462 455 -1,51 Foreign journalists 272 297 276 276 248 -10,14 Source: Cersaie

CERSAIE 2011: EXHIBITORS

2010

2011

%

11/10

TOTAL exhibitors* 1.037 965 -6,9 Total exhibition area 176.000 mq 176.000 mq Countries represented 33 31 -6,1 Italian exhibitors 752 700 -6,9 Foreign exhibitors 264 265 +0,4 Source: Cersaie

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ally renowned economist and historian, and the author of a string of books that have been translated into over 20 languages.

The International Press Conference was also well attended, with 180 journalists from all over the world present, as was the awards ceremony for the Ceramic Tiles of Italy Journalism Award 2011. Aimed at the best article about Cersaie and the Italian tile industry published in a foreign title, the award went to the South African journalist Marlene E Van Rooyen, Editorial Director of Walls & Roofs, for her article entitled “International trends at the 2010 tile exhibition.”

The conferences and symposia held under the umbrella of Building, Dwelling, Thinking, Cersaie’s cultural programme, now in its third edition, also attracted large numbers of architects, designers and students. Almost a thousand people attended the Keynote Lecture by Kazuyo Sejima and the “Lesson in Reverse” with Alessandro Mendini (which was extremely popular with students); and every available space was filled in the Architecture Gallery for the Renzo Piano Building Workshop featuring Giorgio Bianchi on New York architecture, Cameron Sinclair on Architecture for Humanity, Kengo Kuma on projects in Japan and worldwide, and Patricia Urquiola on her interpretation of design.

Large numbers of visitors also attended the exhibitions “Ceramics of Italy.

Metamorphosis” held in outdoor area 48 and “Cersaie Downtown”, spread across three piazzas in the heart of Bologna.

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Tile International 4/2011

Report Cersaie

Italian ceramic in figures The Ceramics of Italy International Press Conference, held on the first day of Cersaie, provided an opportunity to assess the health of the Italian ceramic tile and bathroom furnishing industry.

Franco Manfredini, Chairman of Confindustria Ceramica, presented the key figures for the sector, noting that in 2010, Italian ceramic accounted for 23% of the world market by volume and 41% by value. Italian production amounted to 387.4 million square metres in 2010 and is expected to rise by 5-6% in 2011. Total sales in 2010 reached 412.8 million square metres, of which 289.2 were exports. Total sales are forecast to increase in 2011 by 0.5 to 1%, and exports by 2-3%. Investments of 275 million euros are also planned for this year, representing a rise of 20% on 2010.

An up-to-date snapshot of the other main sector covered by Cersaie, bathroom furnishing, was provided by Gianluca Marvelli, Chairman of Assobagno: “We represent a substantial market, worth 2.6 billion euros in 2010. These are difficult times, but we have recorded growth of 0.7%, which is small but better than in other segments of the “home” sector. Sales have risen in Europe, with particular reference to France, Germany and Poland. Among the new markets, China yielded the largest increase (+26.7%), followed by Saudi Arabia (23.5%)”.

Beautiful Ideas: the winning image of Cersaie 2012 ARMANDO TESTA

Grazia Piccininno won the second edition of Beautiful Ideas, the competition for advertising images for Cersaie 2012, based on the theme of “Ceramic evolution”.

Simple but evocative, the entry submitted by Grazia Piccininno – of Genoa University’s industrial design course run by the Faculty of Architecture – consists of a three-dimensional image featuring two red tiles leaning against each other in the form of a roof, to represent the world of architecture and interior design.

The jury tasked with selecting the winning advertising image for Cersaie 2012 was made up of high-profile figures such as Michele De Lucchi, Beppe Finessi, Franco Origoni and Lia Piano.

For many years, the design of the advertising image for Cersaie was commissioned from leading designers and architects, but in 2010, Confindustria Ceramica and Edi.Cer. S.p.a. decided to organise an extensive competition for ideas submitted by students. The initiative has been a big success and a third edition of Beautiful Ideas has already been announced, this time for the design of the advertising image for Cersaie 2013, based on the theme “Eulogy of normality”.

So futuristic vision is not the order of the day: instead, the theme suggests an unilluded view of the world, because ceramics and bathroom furnishings belong to our everyday life and to a vision of normality that looks forward with determination.

Facoltà di Architettura di Genova, Laurea Specialistica in Progettazione, Gestione e Comunicazione di Eventi Grazia Piccininno per Cersaie 2012

25-29 Settembre 2012 www.cersaie.it

Organizzato da EDI.CER. spa

Promosso da ConfInDustRIa CERamICa

In collaborazione con

segreteria operativa: PROMOS srl - P.O. Box 37 - 40050 CENTERGROSS BOLOGNA - Tel. 051.6646000 - Fax 051.862514 ufficio stampa: EDI.CER. spa - Viale Monte Santo 40 - 41049 SASSUOLO (Modena) - Tel. 0536.804585 - Fax 0536.806510

Cersaie-A4-it-2012.indd 1

Tile International 4/2011

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24/10/11 11.15

Report Cersaie

Cersaie, AWARDS 2011 Distributors and trade fair exhibitors play a key role in adding value to the construction supply chain, and are eligible for a range of awards instituted by Confindustria Ceramica to reward the efforts of these professionals.

Distributors Award 2011

Selected by a specific jury assembled within Confindustria Ceramica, the award-winning companies were selected for their work in promoting and disseminating the culture of Italian tiles, according to specific criteria such as expertise, professionalism and product loyalty.

3 1 1• Netherlands:

Teunissen & Becking Bv, Almelo 2• France:

Mattout Carrelage, Marseille 3• Germany:

Wabo Fliesenfachhandel, Langenfeld 4• Italy: Heraclia Pavimenti, Venice

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Cersaie Awards 2011

Given to the best stands set up at trade fairs, these awards are divided into two categories, ceramic tiles and bathroom furnishing, and include awards for small, medium and large stands in each category.

Antonio Lupi

Mutina

Catalano

Florim

Idea Group

Serenissima Cir

Novoceram

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Tile International 4/2011

Report Cersaie

by Mara Corradi

A breath of fresh air in the bathroom pavilions Gran Tour

Simas

 • A new air of “normality” blew through Cersaie this year, where bathroom furnishing manufacturers dispensed with decoy products, deliberately experimental-looking forms, and items designed primarily as bait for the press.

• This approach was confirmed by the absence of photographic and ad-

vertising campaigns interpreting products from a dreamlike perspective, which have all too often in the past been dictated by the designers themselves.

• The products were shown naked, as naked as the ceramic that’s so widely used in bathrooms, but with simplified, re-worked shapes, reduced to

Branchetti

Tile International 4/2011

62 Nobili

Duravit

Report Cersaie

the bare bones. This was certainly the case for GSI, with its Norm line of sanitaryware, whose name alone suggests a conscious choice of taste and market positioning. It was also true of Simas, with its E-Line and LFT Spazio lines designed by Terri Pecora; and of Duravit, whose Darling New series embraces the principle first espoused by the D-Code line, to offer the cachet of a name like Sieger Design, but at an extremely accessible price.

• In the furnishing sector, as in others, attention is shifting towards the middle segment of the market, expanding it on the one hand, and revealing the benefit of investing in research on the other.

• A new awareness of the need to save water is making headway in tap design: examples include the new Sun and Wind lines by Zucchetti, which feature a new aerated jet that helps reduce water consumption, and Nobili’s Nobi taps, which are not only fitted with flow rate limiters, but are also designed to allow water to flow outside the cartridge, thus preventing limescale build-up, and extending tap life.

• All in all, the latest designs suggest a resumption of dialogue with a segment of clientele that undoubtedly recognises attractive forms and good design, but also values environmental considerations, and wants to see these aspirations met even by less expensive products.

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Tile International 4/2011

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