Tile International 3/2011 by Kairos Media Group (div. ceramics)

ISSN2039-8301

Cersaie

2011

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Tile International reaches thousands of distribution professionals all over the world with the latest trends in floor and wall tiles, bathroom furnishing and interior finishes

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Contents

13 -

Editorial The view from Tuscany

by Chiara Bruzzichelli

Antibacterial

14 30 34 38 42 44 46 -

Tilefax In the spotlight Strategies and competitiveness

by Paola Giacomini

Tagina, innovation within tradition

by Chiara Bruzzichelli

The rise and rise of Industrie Ceramiche Piemme

by Silvia Bertolani

Economy&Markets The Turkish ceramic industry picks up pace

by Luca Baraldi

Annual figures from the European Construction Industry The world’s top tile and sanitaryware manufacturers in 2010 by Luca Baraldi, Gian Paolo Crasta

50 68 72 -

The turnovers of Italian ceramic compnies in 2010

Î CERSAIE 2011 Í Welcome to Cersaie 2011 A word from Franco Manfredini, Chairman of Confindustria Ceramica by Chiara Bruzzichelli

74 -

99,9% kills 99,9% of the bacteria

The gallery

continued » »

Cover picture by: KALE GROUP - www.kale.com.tr, Cersaie 2010 Photo by: Giancarlo Pradelli (www.giancarlopradelli.com) Subscription order form: www.tiledizioni.it/subscription Translations: Geoff Day / John Freeman

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Contents

96 100 -

Bathroom&Surfaces Inside the project with Nilo Gioacchini

by Silvia Bertolani

Water resources: what contribution can be made by design?

by Mara Corradi

108 - Project A loft on he Cairo skyline

110 112 -

Î MADE EXPO 2011 Í MADE Expo in the spotlight The Gallery

102 - Art&Culture by Silvia Bertolani

Morandi Studio weighs anchor!

for tablet and

smartphone free download

Cersaie 2011 by Chiara Bruzzichelli

Welcome to Cersaie 2011

keep

App -to-date with

held from 20 to 24 September in the Bologna exhibition centre. The entire exhibition space (a gross area of 176,000 sq.m) has once again been fully booked by around 950 companies from 31 countries, demonstrating the keen interest in the show on the part of Italian and foreign exhibitors. Cersaie 2011 ushers in the age of the “sustainable trade fair”. In

Tile International 3/2011

order to reduce the event’s environmental impact, a three-year project has been launched involving concrete actions ranging from waste reduction to optimisation of energy, water and paper usage (all publications and printed materials use FSC certified environmentally-friendly paper) and the promotion of sustainable transport (through agreements with TreniItalia for reduced fares on the high-speed

rail line to and from Bologna). Cersaie 2011 will also have a strong focus on Japanese architecture, including talks by two highly renowned figures in the sector, Kengo Kuma and Kazuyo Sejima (see times and venues for the events in the box “ARCHITECTURE GALLERY: Building, Dwelling, Thinking in Gallery 2526”). - Kazuyo Sejima, who will given a keynote lecture on Friday 23

September at 11.00 a.m., set up her own architecture practice in 1987. Then in 1995 she founded Tokyo-based architecture firm Sanaa together with Ryue Nishizawa. This practice has produced some of the world’s most innovative works of architecture in recent years, including the New Museum of Contemporary Art in New York, the Serpentine Pavilion in London, the Christian Dior

100

Ci siamo

PATE NT ED

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July/September 2011 - N. 3

Publisher: 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 Codice Fiscale / P. IVA: IT02778050365 - Capitale Sociale: 51.400,00 € R.E.A. 329775 - Iscr. al Registro delle Imprese di Modena Periodico trimestrale registrato presso il Tribunale di Modena al n. 1828 in data 21/02/2007 - Iscrizione ROC n. 9673 Editor and Publishing coordination: Chiara Bruzzichelli

• Contributing editors: - Luca Baraldi - Silvia Bertolani - Mara Corradi - Gian Paolo Crasta - Sara Falsetti - Paola Giacomini • Secretariat: info@tiledizioni.it

• 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 • mr. Alberto Tolomelli Tel/Fax: +39 051 381 939 Mobile: +39 335 594 8681 a.tolomelli@tiledizioni.it

• 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 Spedizione in a.p. presso la Filiale di Modena. L’IVA sugli abbonamenti, nonché sulla vendita dei fascicoli separati, è assolta dall’Editore ai sensi dell’art 74 primo comma lettera C del DPR 26.10.72 N. 633 e successive modificazioni. © 1989 Tile Italia

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Based on healthy silver the new product finishing of Zahna needs no light or liquid water to unfold its antibacterial power. Reliable it reduces bacteria germs and fungi. Both by day and by night.

• mrs. Marina Morandi Mobile: +39 335 314 531 effeemmeadvertising@libero.it • Graphic Layout: Sara Falsetti • Print: Arbe Industrie Grafiche S.p.A. Via Emilia Ovest, 1014 41100 Modena - Italy • Photoliphie: Vaccari Zincografica Via E. Salgari, 61 41100 Modena - Italy

at You e e S aie Cers B46 36 Hall

Tile Edizioni srl, in conformità al “testo unico sulla privacy”, garantisce la riservatezza dei dati usati per gli abbonamenti e per gli scopi tipici della stampa specializzata e la possibilità di modificarli o cancellarli (art. 7 del D.L. 196/2003) a mezzo richiesta scritta. Tutti i diritti di riproduzione e traduzione degli articoli pubblicati sono riservati. E’ vietata la riproduzione anche parziale senza l’autorizzazione dell’Editore. L’Editore non assume responsabilità per opinioni espresse dagli autori dei testi redazionali e pubblicitari.

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Editorial

by Chiara Bruzzichelli

The view from Tuscany

This year I spent the middle week of August in Tuscany again. With worldwide finance facing some of its toughest challenges yet, and the spectre of another recession looming, it feels strange to be immersed in such an admirably well kept environment. Here, you feel light-years away from the bad administration, self-serving politics and financial speculation that seem to be suffocating the world, and from the ever-increasing gap that separates rich from poor. The beauty of the landscape, with its hillsides painted with orderly rows of vines and olive trees, yellow fallow fields, dark brown woodland and occasional stands of cypress, is dazzling. The small towns, meanwhile, are filled with thousands of people, awe-struck by the harmony of the setting, all quietly talking in every imaginable language. It seems like a parallel universe:

in parallel to the instability of the stock markets and the political scene, and to the sense of disorientation and impotence that is spreading across continents, here beauty prevails, and reminds mankind of what he can do. To create this environment, it took thousands of small, practical acts, lovingly and tenaciously repeated, again and again, over the centuries. Thousands of everyday acts born of a culture based on respect for others and respect for the common good. The common good, after all, is the vital asset, to be nurtured above all others; the asset that represents the most democratic virtue both in lean times and times of plenty. The common good belongs to everyone: by protecting it, we protect the wellbeing of everyone, and find infinite riches ourselves. Looking at the world from here, the tensions slowly fade and give way to hope. â&#x153;&#x2022;

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Tile International 3/2011

Tilefax

Companies, News & Markets TILE INTERNATIONAL ON TABLET AND SMARTPHONE

ward in our constant efforts to keep close to our

has been operating on international markets for

readers and advertisers using the latest technol-

over 30 years, and has now been seamlessly in-

ogies.

tegrated into the sales network of Verde 1999.

Our readers now have a new way of keeping

This latest initiative marks yet another step for-

As well as winning several major contracts for

“app-to-date” with our magazine, to use the

ward in our constant efforts to keep close to our

the supply of its TT120 line of large-format porce-

words chosen for the advertising slogan.

readers and advertisers using the latest technol-

lain tiles (120x120 cm), Verde 1999 is enjoying

We have developed the new app specifically

ogies: from printed media to the web and now

continued success with its Natural Porcelain

for our many readers worldwide who are now

tablets, which are being adopted rapidly and

Stone collection, a line of porcelain tiles made

virtually inseparable from their iPads.

are expected to herald a new revolution in the

using digital technology, which replicate natural

As of September, all our magazines (Tile Interna-

field of information technology.

stones.

tional, Tile Italia, Ceramic World Review and Brick

The company will be presenting its latest collec-

World Review) are available on tablets (iPad

tions at the upcoming edition of Cersaie (Hall

and Android) and the corresponding smartphones. The app can be downloaded free of

19, stand B63). Cersaie 2011 by Chiara Bruzzichelli

charge and offers numerous advantages, inWelcome to Cersaie 2011

cluding access to multimedia content not available in the printed versions of the magazines and the possibility of consulting previously downloaded issues in pdf format at any time (including back issues from January 2011 on-

NEW CATALOGUE FOR TEK ARREDAMENTI

wards). Each issue will be ready to download onto iPad and Android before the paper verble, it will also be possible to select contents directly from the navigation bar. Companies seeking new and more advanced

sions are printed. Not only will they be browsa-

The 29th Cersaie will be held from 20 to 24 September in the Bologna exhibition centre. The entire exhibition space (a gross area of 176,000 sq.m) has once again been fully booked by around 950 companies from 31 countries, demonstrating the keen interest in the show on the part of Italian and foreign exhibitors. Cersaie 2011 ushers in the age of the “sustainable trade fair”. In

Tile International 3/2011

100

TEK Arredamenti, which has been engaged in the design and production of display units and showrooms since 1982, has successfully com-

forms of communication can exploit the excep-

bined ongoing technological evolution with the

tional multimedia potential offered by tablets:

uniqueness of traditional Italian production.

advertorials and adverts can link to company

On the strength of constant expansion on its

websites, and it will also be possible to add vid-

home and international markets, TEK Arreda-

eos, catalogues, photo galleries and slide

menti will be using Cersaie to present its latest

shows, technical focus sections, e-mail information request forms and sponsorship banners. This latest initiative marks yet another step for-

keep

App -to-date with

Tile International 3/2011

products and new catalogue, based on the re-

VERDE 1999 DOUBLES ITS TURNOVER

quirements of the most trend-setting showrooms. Featuring elegant, high-quality graphic design,

Verde 1999, a ceramic manufacturer based in

the product sections include: a new series of

Fiorano Modenese (in the province of Modena,

metal displays; the Stark and Logos technical

Italy), closed the first half of 2011 with a two-fold

display systems, which are available in increas-

increase in turnover as against the same period

ing numbers of different solutions and combina-

last year.

tions; the Obliqua model, designed to cata-

This outstanding result comes in the wake of the

logue and display product variants for all loose

takeover – complete with brand, warehouse

formats from 10x10 to 60x120 cm (dimensions

and workforce – of Ceramiche Campogalliano,

can be customised); the Jolly Merchandising

a historic name in the world of ceramic, which

model, for displaying numerous folders; the Pic-

Tilefax

chio model, for 60x120 cm sheets; plus a series

uniform thickness. In-depth studies and re-

leader in interior finish-

of sales accessories designed for the smaller

search have given rise to a new product, which

ings, thanks to its exten-

display systems to complete the available

ensures total planarity even when working with

sive

range.

tiles up to 2 cm thick and with differences in

joints and skirting boards,

The first section of the catalogue is especially

thickness of up to 2.5 mm between one tile and

with over 6500 technical

useful because it presents a collection of photo-

the next. All this, while still retaining the custom-

and aesthetic solutions

graphs of showrooms recently designed and

ary joint of 7-10 mm.

for perfect installation to

created entirely by the staff of TEK Arredamenti,

With this latest product, Tuscan Leveling System

the highest professional

which offers customised systems based on inno-

further testifies to its status as the industry bench-

standards.

vative and aesthetically tasteful solutions.

mark for top tilers.

range

profiles,

35 YEARS OF PROGRESS FOR SIRI Siri â&#x20AC;&#x201C; a Modena-based company specialising in the production of electric and manual tile cutters, tile spacers, single-brush professional cleaning machines and a full range of tiling accessories, whose founder, Franco Trevisi, invented the plastic spacer 40 years ago â&#x20AC;&#x201C; has celebrated the first anniversary of its move to its new headquarters in Modena, at 44/46, Via della Costa.

PROGRESS PROFILES: THE EVOLUTION CONTINUES

The HQ is a modern building with a total area of 3,500 square metres, of which 350 accommodate offices and a showroom. 2010 was an im-

NEW TLS SYSTEM FOR STONE PRODUCTS Tuscan Leveling System, the system that introduced technology into tiling and the world of ceramic, presents a new type of tie-rod to meet the requirements of the more complex task of laying stone products, which are not always of

Following its transformation from Progress Plast

portant year for Siri for another reason too: de-

Srl into Progress Profiles Spa, the company

spite the inevitable repercussions of the global

based in Asolo (in the province of Treviso, Italy)

recession, the company chalked up its 35th

has embarked on a process of major changes

year of good export results (which account for

to its organisation and production system. These

50% of total turnover) achieved through a pres-

changes have also resulted in the updating of

ence in over 50 countries worldwide.

the brand image and logo, which will be fol-

In the wake of a tentative upturn in the first half

lowed by the new 2011 catalogue, featuring re-

of 2011, Siri is taking a stand at Cersaie to pre-

vised content and graphics and high-quality

sent its latest series of electric tile-cutters and its

photos and technical and aesthetic descrip-

patented new Easy Level spacer.

tions. These initiatives represent the beginning of a new process of growth and innovation for a company that has already become a market-

Tilefax

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METAL LINE SKIRTING BOARD – HIGH QUALITY, HIGH DESIGN

the melting limit) gives the product outstanding

policy adopted by the Spanish company, which

technical characteristics, which make it espe-

opened successfully in America in 2003. Emac

cially resistant to domestic chemical attack,

currently sells its profiles in over 110 countries

Metal Line is a brand of skirting board by Profil-

wear, abrasion and scratching. This result is due

worldwide.

pas, a name long associated with attention to

chiefly to the high-temperature firing process,

detail and contemporary design. Practical and

which excludes the presence of any plastic

versatile, Metal Line skirting boards feature inno-

binding agents (such as resin), making this new

vative lines, a wide range of solutions and a vast

covering material suitable for every environ-

assortment of combinations and colours, to

ment and all climatic conditions. Magmarmo/

meet all the requirements of indoor living. Steel

Bioquarzo is also water-repellent and stain-re-

and aluminium give space its shape, colour

sistant, is not subject to thermal expansion, and

and dimensions. These minimalist details make

is unaffected by adverse weather conditions

day-to-day living easier. Metal Line can provide

and UV radiation.

a continuum of profiles that perfectly fits in with

VITRA: THE FIRST BRAND IN TURKEY TO OBTAIN ECO-LABEL CERTIFICATION VitrA has become the first Turkish ceramic brand

different interiors and styles, enhancing their

to earn the right to mark its broad range of tile

aesthetic and architectural appeal.

products with the prestigious Eco-Label. The certification authorities recently approved the ecological and environmental sustainability of VitrA products and production processes, which are designed to reduce energy consumption and the production of harmful waste to a minimum. As well as testifying to the company’s environmental credentials, the award of Eco-Label certification places VitrA at the forefront of Turkey’s

EMAC OPENS SUBSIDIARY IN SASSUOLO

emerging eco-label movement. Ahmet Yamaner,Vice-President of the Eczacıbası

Emac, a Spanish company specialising in the

I BIZANTINI FOR LATESTGENERATION COVERINGS

production of profiles and finishing elements for floor and wall tiling, is stepping up its presence in Italy by opening Emac Italia Srl, a

Already renowned for the processing of natural

new subsidiary due to start trading in October

stone, I Bizantini, headquartered in Jesi and be-

2011, from its headquarters in Sassuolo, in

longing to the Centurelli Group, is now the sole

the heart of the ceramic cluster.

distributor of a totally innovative product. Born of

explained Juan Antonio Rodríguez, director of

the most advanced technology, Magmarmo/

the new subsidiary, “is to assert our presence

Bioquarzo is a material generated by heat, in a

on the market as an international brand. The

manner reminiscent of primordial stone formed

opening of a subsidiary in Italy is a necessary

from volcanic magma. The dual composition of

step in the process of stepping up our presence

Magmarmo (solid rock particles, quartz and sili-

in Central Europe. With a base in Sassuolo, we

ca powder and kaolin, with a firing temperature

will be able to improve our service to customers,

of 1300°C) and Bioquarzo (nano-glass particles,

and cut delivery times to a bare minimum.” The

base powders deriving naturally from the glass

formation of Emac Italia Srl, thus represents a

manufacturing process, sintered at 7 to 9% of

continuation of the international expansion

Tile International 3/2011

“Our aim,”

Building Products Division (tiles), summed up the company’s philosophy as follows: “We believe that sustainable development can only be achieved through the efficient use of energy resources during production. In line with our sustainable development philosophy, which we call Blue Life, we strive to conserve resources in every process. VitrA was the first brand in the Turkish ceramic industry to attain ISO 14001 and TS EN 16001 certification. Now, we are proud to be the first to qualify for the EU Eco-label. In the years ahead, we will continue to contribute to the sustainability of life on our blue planet.”

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RONDINE GROUP CELEBRATES 50TH ANNIVERSARY

and consolidation of Rondine Group: “This anni-

resent the guiding principles of the past 50

versary,” commented Fabio Ferrari, CEO of Ron-

years,” announced Lauro Giacobazzi, Chairman

dine Group, “gives us a chance to focus on our

of Rondine, “and the path to success in the fu-

It was a special evening for the employees of

achievements over the years and take stock of

ture. That’s why we produced a new Company

Rondine Group, when they got together on 1

the work we have done, above all as an aid to

Profile, describing what we have become thanks

July to celebrate an important anniversary: 50

opening up to the opportunities of the future.”

to our concerted commitment, and to the ideas

years since the founding of the Rubiera-based

To mark the occasion, Rondine Group pub-

and enthusiasm of the countless people who

company. Informal in tone, the event kicked off

lished a Company Profile, which it sent to over

have worked with us.”

with the traditional football tournament be-

1600 customers worldwide, the authorities, sup-

tween the teams fielded by the various subsidi-

pliers and all employees.

aries (Rondine, Sadon and Spray-Dry) and cul-

“New products, innovative technologies, re-

minated in a dinner at the Sider Park in Rubiera.

search and development, quality, design, and

The event was further testimony to the growth

attention to environmental considerations rep-

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MODERNISATION FOR CERAMIKA PARADYZ

DESVRES LAUNCHES NEW PRODUCTS AT CERSAIE

With the opening of its new plant in Wielka Wola,

After a year’s absence,

the Bologna-based international trade fair for

the Polish company Ceramika Paradyz conclud-

Desvres will be back at

the ceramic industry, which attracts distributors,

ed the first phase of a major modernisation pro-

Cersaie this year in the

manufacturers and suppliers from all over the

gramme.

adhesives and building

world. To mark the occasion, Saudi will be pre-

In 2010, Paradyz Group launched a four-year in-

materials area (Hall 45,

senting its new 2011 collections, which demon-

vestment plan, the first step of which involved

stand 52), to present an

strate the company’s ongoing evolution and at-

the modernisation of Wielka Wola. Total invest-

innovative tiling solution

tention to the increasing demands of the market.

ments in excess of 46 million euros and over a

for indoor environments:

Within the framework of this ongoing develop-

year of work have transformed one of the com-

denominated Id-Pack, it is

ment, Saudi is extending its production facilities

pany’s oldest plants, which has been operating

a system of extruded pol-

and opening new showrooms. “We are currently

since 1993, into a state-of-the-art facility that’s

ystyrene panels cut to

in the process of expanding our sanitaryware

among the most modern in Europe.

measure, and designed

and tile factories, and we plan to do the same in

As well as increasing production capacity from

for the simplified con-

all of our divisions in the future,” explained Ab-

3.2 million to over 8.5 million square metres, the

struction of tileable walls

dulkarim Alnafie, the company’s CEO. “Our re-

upgrade of the plant, using Sacmi technology,

in any room, with a spe-

sults so far in 2011 are good, both on the local

will also lead to a significant increase in produc-

cial

for

and export markets,” continued Abdulkarim Al-

tion efficiency, thus giving the company consid-

bathrooms and kitchens.

nafie, “and we expect this year’s sales to exceed

erable competitive advantages and extending

Desvres, a leading manufacturer of floor cover-

those of 2010 (SR 1,080 billion).”

its product range, partly through the use of digi-

ings and installation systems in the French-

Saudi Ceramics supplies its products to numer-

tal printing technology and the production of

speaking world, is extending its offering in Italy

ous distributors and private customers in Saudi

large-format tiles.

with the launch of a series of adhesives, thereby

Arabia, as well as serving construction compa-

Paradyz’s ambitious modernisation plan will

supplementing the range of ceramic products

nies through its 26 showrooms located in the

then continue with the updating of the Opocz-

that has been distributed from the company’s

kingdom’s major cities, and one sales office in

no site, with investments of over six million euros

site in Rubiera (in the province of Reggio Emilia,

Dubai (United Arab Emirates), thanks to the nine

in plants for the production of new formats, be-

Italy) since 2006.

production facilities currently operated by the

fore reaching its conclusion with the remodel-

As well Id-Pack, acoustic insulation systems and

company. Four of these are now operating at full

ling of the Tomaszów No. 1 plant, at a cost of a

waterproofing systems, Desvres now offers the

capacity and producing 52 million sq.m of ce-

further 10 million euros.

Italian market Colorissimo, a new range of

ramic tile. The Board of Directors, however, has

grouts available in

approved the replacement of two old produc-

310

SAUDI CERAMIC AT CERSAIE 2011 Saudi Ceramic will be back at Cersaie this year,

predisposition

different

col-

tion lines (producing only 4 million sq.m) with a

ours. During

Cer-

new line producing 12 million sq.m per year by

saie 2011, the com-

the end of 2012, thereby increasing the compa-

pany will be inviting

ny’s total output to 60 million sq.m.

its customers to a

The other factories produce sanitaryware (total

party to be held at

output of 2.5 million pieces per year), frit (two

Palazzo del Vignola

plants for a total of 30,000 tonnes per year) and

in Funo di Argelato

electric water heaters (1.5 million units per year).

(province of Bologna), where it will present

its

new

products for 2012.

Tile International 3/2011

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"SILVER ZANIT"® LAUNCHED AT CERSAIE BY ZAHNA-FLIESEN The German company Zahna-Fliesen is launch-

sistant" sectors already fulfils the requirements

reer spanning 50 years, he has created and de-

for safe and hard-wearing surfaces, is now im-

veloped the world’s most exclusive customisa-

proving the hygienic and antibacterial surface

tion workshop for Ferrari cars, and his eye for

properties of these safety ranges.

aesthetics was immediately drawn by the products of Piemme, which has been on hand for

ing at Cersaie (Hall 36 Stand B 46) its antibacterial treatment of its unglazed fine stoneware range with technology based on silver. Unlike

PIEMME TILES FOR PRANCING HORSE COACHWORKS

the past 50 years to tile prestigious residential, commercial and public buildings across five continents, with purebred Italian style.

ceramic surface treatments based on titanium dioxide "silver zanit antibacterial ceramics" re-

Carrozzeria Zanasi, an official partner of Ferrari

quire neither water nor light to work effectively

Auto for repairs, restorations and the customisa-

and permanently. The distinctive feature of "sil-

tion of new cars, recently inaugurated its new

ver zanit" is that it is deep-seated and abrasion-

headquarters in the industrial area of Maranel-

proof, because it is baked into the fine stone-

lo, at 10, Via Farina.

ware tiles and works on the sound basis of silver.

The modern, functional building, which also in-

Managing Director Frank Winter (pictured) is

cludes a state-of-the-art department for the

proud of the innovative product improvement

painting of carbon by highly specialised techni-

and the wide fields of application. Convincing

cians, is used for the interior and exterior cus-

results are obtained in combating germs, fungi

tomisation of Ferrari cars for the most demand-

and bacteria, in particular for public and com-

ing international customers.

mercial sanitary areas and areas used by peo-

The company’s entire office area was laid with

ple in bare feet (tiled surfaces in sports facilities,

black 60x60 cm tiles, chosen in person by Mr

fitness centres, swimming baths, wellness cen-

Umberto Zanasi from the Piemme Fashion col-

tres and toilets). Moreover, odours are reduced

lection. The colour elegantly evokes the intense

and mould is prevented: "silver zanit" is in fact

nuances of raceway tarmac, and blends seam-

the hygienic and odourless solution for hospi-

lessly into the distinctive interior design of the

tals, clinics, care facilities, old peoples' homes,

environment.

In the run-up to Cersaie, Novabell is presenting

schools and educational establishments.

Zanasi, who still coordinates and oversees the

Concept, its latest collection of ecological floor-

Tiles with this treatment are also generally suita-

business with unflagging passion, is a true artist

ing, which is ideal for green building applica-

ble for operations susceptible to fungi and

of coachwork and automobile design. In a ca-

tions.

germs: bakers, millers, dairies and the beverage and

foodstuffs

industries, as well as

sterile

duction

proand

storage rooms in the pharmaceutical, and

medical cosmetics

industries. Zahna,

whose

range of industrial tiles in the "High

Traffic",

"Safety" and "Re-

Tile International 3/2011

NOVABELL PRESENTS CONCEPT: THE GREEN PORCELAIN TILE

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CERAMIC

many are involved in the development and

tiles in this new collection are all different

ongoing evolution of the ISO 9000 family of

from one another, thus offering a highly

standards.

characterful appearance, like so many

For nearly three decades in the Middle

hand-crafted natural materials. The prod-

East, LATICRETE has been introducing and

uct’s aesthetic qualities are backed up by

implementing

practical properties too, such as high wear-

methods, which have been constantly im-

resistance and ease of cleaning, not to

proving procedures for the installation of

mention environmental sustainability. Con-

tile and stone in the region. As part of the

cept is a fully paid-up member of the “Nov-

company’s continued commitment to this

aBell Ecosystem” programme, having ob-

area of the globe, LATICRETE set up a local

tained certification of conformity with the

production unit in Joint Venture with RAK

LEED® audit system from Bureau Veritas,

Ceramics, called LATICRETE RAK COMPANY

and certification of conformity with the Eu-

in May 2003. From this regional base,

ropean

LATICRETE RAK serves the entire network of

Ecolabel

environmental

quality

modern

technological

mark (registration number IT/21/07).

countries throughout the Middle East &

- colours: ash, terracotta, brick, cham-

Africa.“Professionalism

pagne, graphite

what

drives

LATICRETE,” stated David A. Rothberg, Chair-

- sizes: 60x60, 30x60, 30x30 cm

man/CEO of LATICRETE. “The fact that our

- finishes: natural

Middle East Joint Venture with RAK Ceram-

- complements: 5x5 cm mosaic, rectangu-

ics is now ISO 9001-certified is just another

lar mosaic, 30x30 cm classic accent

MADE IN CZECH REPUBLIC SERIECONCEPT PLUS

Thanks to the use of digital technology, the

SERIEFASHION

TILES

indication of how our company is always striving to meet the highest professional standards worldwide.”

LATICRETE RAK CO. LLC QUALIFIES FOR ISO 9001

WITH EMPHASIS

ON DESIGN SERIESANDSTONE PLUS

www.rako.eu

Laticrete, a global leader in the manufacturing of innovative systems for the installation of tile and stone, announced today that the quality management system of LATICRETE RAK Co. LLC (United Arab Emirates), has been certified to ISO 9001 by QMI SAI Global. ISO 9001 is an international quality standard developed by the International Organization for Standardization (ISO), a worldwide federation of national standards bodies representing some 130 countries. QMI SAI Global, which issued its first quality assurance certificate in 1983, is North America's first management systems registrar. Staffed with some of the most knowledgeable and experienced auditors anywhere,

Tilefax

☞

Also read on www.CeramicWorldWeb.it

MARAZZI: MENTION OF HONOUR IN THE ADI COMPASSO D'ORO AWARDS

identità nazionale”, which forms part of the offi-

Soho, Marazzi’s porcelain tile featuring three-di-

MAPEI SPONSORS WORLD CYCLING CHAMPIONSHIPS

mensional decoration, won a mention of hon-

cial programme of celebrations to mark the 150th anniversary of the unification of Italy.

Duravit, a leading manufacturer of sanitaryware

our in the ADI Compasso d’Oro awards. For the first time, the award was given to a ceramic wall

Mapei’s support for international cycling contin-

covering, by an international jury convened to

ues this year with its sponsorship of the UCI

select the best Italian design products, as part

World Road Race Championships to be held in

of the 22nd edition of the event held by the ADI

Copenhagen from 19 to 25 September. The pas-

(Associazione Disegno Industriale).

sion for cycling passed on from the founder of

The awards ceremony was held at the Museum

Mapei, Rodolfo Squinzi, to his son Giorgio, cur-

of Contemporary Art in Rome, in the presence

rently Sole Director of the company, has resulted

of Gianni Letta, Under-Secretary of State to the

in Mapei’s major involvement in professional cy-

Presidency of the Council of Ministers. The pho-

cling, with a team that topped international

to shows Maurizio Piglione, Managing Director

league tables for nine years. Mapei has spon-

of Marazzi Group, in front of a wall tiled with

sored the World Road Race Championships in

Soho tiles.

previous years (Melbourne 2010, Mendrisio

Soho – which had already won prestigious

2009, Varese 2008). The championships attract

awards such as the Elle Decor International De-

an international following and an array of top

sign Award and the Interior Design Best of Year

cyclists, many of whom have come up through

Award 2008 – was one of five Marazzi Group

the Mapei Sport Centre youth programme.

products short-listed for the Compasso d’Oro

As well as cycling, Mapei is involved in a variety

Best Design Made in Italy award, and will be on

of other sports, such as basketball, sailing and

display in Rome alongside another four Maraz-

football, with the team Sassuolo Calcio.

zi products selected by the ADI’s Permanent De-

The company’s involvement in sport is not con-

sign Observatory, until 25 September 2011 at

fined to the sponsorship of teams and events,

the exhibition “Unicità d’Italia. Made in Italy e

however. Mapei has contributed products and technologies for the building of indoor and outdoor sports facilities worldwide, with particular reference to almost all the swimming pools, athletics tracks and general infrastructures used for the Olympic Games and major European and world sports events in Italy and abroad in recent decades. Through its company called Mondo, Mapei is also supplying the adhesives for the athletics tracks and sports and hospitality facilities for the 2012 London Olympics.

Tile International 3/2011

CONTINUED GROWTH FOR DURAVIT

and bathroom furnishings, closed 2010 on a positive note, with a 12.1% increase in consolidated Group turnover to 328.2 million euros. The majority of its turnover was generated in the euro zone, where the Group’s main markets are located (Germany, Italy, Spain, United Kingdom and France), but non-EU areas, with particular reference to Egypt, the Middle East and Asia, also reported a marked increase in sales. These excellent results were partly achieved thanks to various investments made by the company, especially on international markets, including a new subsidiary in Poland, a new sales network in Saudi Arabia and a new production facility in India (see photo), in the state of Gujarat, which has a total area of about 170,000 square metres, accommodating plants with initial production capacity of half a million pieces. Further investments have also been made in optimising technologies and productivity across all facilities. The year in progress will benefit from the investments in place, as the company brings production capacity up to speed, focuses on product innovation and pursues the path of environmental sustainability. The Duravit Group currently employs 5,415 people and operates in over 100 countries worldwide.

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Tilefax

SIKA AG ACQUIRES TECHNOKOLLA

LATERLITE FOR CITYLIFE IN MILAN

field of worldwide design, this year singled out the quality of the Grohe brand and the creativi-

On 19 July, Sika AG, a Swiss multinational that

The construction of the new residential towers

ty and professionalism of its international Design

produces and sells chemical products for the

Team.

construction industry, completed a 100% takeo-

the Citylife project in the former trade fair district

Paul Flowers, Grohe’s Vice-President of Design,

ver of Technokolla, a manufacturer of hi-tech

of Milan, involves the use of Leca lightweight

collected the award during the course of the

adhesives based in Sassuolo (in the province of

concrete with expanded clay.

Red Dot Gala held in Essen, in Germany, on 4

Modena, Italy). The new partnership, concluded

The supply for the Citylife project is substantial: a

July. “Winning this award testifies to the fact that

by the Fincea Group, the parent company of Iris

total of 1,500 cu.m of lightweight concrete will

we chose the right path to implement our cor-

Ceramica and also of Technokolla prior to the

be produced and used, of which 50% has al-

porate vision successfully,” announced Paul

sale, will enable both companies to develop

ready been delivered. In view of the extent of

Flowers. “While founding our work on the bed-

significant synergies, and extend their distribu-

the supply, Laterlite opted to use a central con-

rock of quality, technology and sustainability, we

tion networks, thereby supplying the Italian and

crete mixing plant in favour of pre-mixed con-

set ourselves the challenge of creating an expe-

European construction industry with an exten-

crete in sacks (Leca CLS 1600).

rience that would go beyond the product in it-

sive range of products and technologies.

Laterlite is therefore supplying the structural ex-

self, so that consumers could identify them-

“In the wake of the recent industrial integration

panded clay directly to the concrete mixing

selves with our values.”

of Fiandre Group and Iris Ceramica Group, this

plant, where the concrete mix is prepared be-

Grohe’s in-house Design Team is based at the

operation,” explained Graziano Verdi, Chairman

fore being transported to the site, and then lifted

company’s Head Office in Düsseldorf, and re-

and Managing Director of Fiandre Group and

to the point of use by the site cranes.

ports directly to General Director David J. Haines.

Iris Ceramica, “will enable us to focus on our

The characteristics of the product, in other

Thanks to its wide-ranging cultural background,

core business, with particular reference to the

words the light weight, mechanical strength

the international membership of the team, which

major investments we have made in Italy and

and optimum workability of lightweight con-

is made up of 17 professionals from every corner

abroad. Figures for the first half of the year point

crete with expanded clay, played a decisive role

of the globe, contributes to the realisation of so-

to growth of over 20% for our American subsidi-

in achieving the objectives of the project and a

lutions capable of meeting the requirements of

ary StonePeak Ceramic, and of 10% for the Ger-

high level of finished quality.

the most diverse geographical markets.

GROHE WINS “RED DOT: DESIGN TEAM OF THE YEAR” 2011

MEDOC® WINS MENTION OF HONOUR IN COMPASSO D'ORO AWARDS

man subsidiary Porcelaingres, in addition to growth for the Italian brands Fiandre and Iris. Technokolla operates in over 30 countries and reported turnover of 30 million euros in 2010. Sika AG operates in 74 countries, employs 13,500 people and has a turnover of over 3.8 billion euros.

The Red Dot Award for Product Design, a prestig-

Tile International 3/2011

ious accolade assigned each year to the com-

On 12 July, Medoc®, designed by Michele De

panies that best represent excellence in the

Lucchi for Listone Giordano, received a mention

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of honour in the Compasso d’Oro awards, from the International Jury, operating exclusively on

CERAMICHE KEOPE PRESENTS INSTANTILE

the basis of the short-list drawn up by the ADI Permanent Design Observatory.

Instantile is an innovative system for the

Now in its 22nd edition, the ADI Compasso

dry-installation of flooring, from Ceram-

d’Oro has established itself over the years as

iche Keope, a brand belonging to Con-

the most sought-after industrial design award

corde Group, which is a leading interna-

and the highest accolade for finished products

tional player in the world of ceramic.

and the research and design effort that goes

Instantile offers countless advantages:

into them. This prestigious prize follows in the

from high technical performance to ease

footsteps of a string of other awards and men-

of installation, including dry and DIY in-

tions won by Medoc® since its launch in 2008,

stallation, thus avoiding unnecessary

including

per

demolition work. The new flooring is easy

l’innovazione 2010” given by the Presidency of

to install and can be walked on immedi-

the Republic of Italy, and the EDIDA Elle Decora-

ately. Installation times are very short, and

tion International Design Award, also received

if you follow the manufacturer’s instruc-

in 2010 during Milan Design Week.

tions exactly, estimates show that you can

The success of the collection is based on a dis-

lay 5 square metres of flooring in 15 min-

creet and judicious blend of traditional crafts-

utes. Instantile is compatible with Ceram-

manship and new materials. The design of Me-

iche Keope’s entire range of edge-ground

doc is underpinned by the concept of leaving

porcelain tiles in sizes 45x45 and 60x60

intact the dense, solid, substantial feel of wood.

cm, thus offering a comprehensive range

The two outstanding features of the design are

of articles from which to choose. The mat-

its trunk-like contours, which reflect the trape-

ting supplied is a thermal and acoustic

zoid form of old floorboards, dating back to

insulating material. With Instantile, flooring

when boards were left unstraightened in order

becomes a genuine interior design com-

to avoid waste, and the uneven saw cutting,

plement. In fact you can even use it to

which enhances the effect of depth that is

customise a room temporarily, before dis-

characteristic of natural wood. The colouring of

mantling it and re-using the materials

the product derives from the overall vision of

elsewhere. It does not generate dirt or ag-

the designers, who wanted to create the effect

gregates to be disposed of or transport-

of wood that has spent time outdoors and

ed. Four elements make up a unique so-

been exposed to the elements.”

lution: the Ceramiche Keope tiles, the

the

“Premio

dei

Premi

expanded polythene matting, the spacers and the snap-on joints in coloured plastic.

In the spotlight by Paola Giacomini

Strategies and competitiveness Four prominent figures from the Italian ceramic industry discuss some of the sector’s most topical issues, including the opportunities offered by manufacturing internationalisation, the need to identify new markets for ceramic products, and eco-sustainable ceramic production as a response to the growing awareness of environmental issues. Maurizio Piglione, Graziano Verdi, Claudio Lucchese and Sergio Sassi explore these themes and describe the strategies that are being adopted by the industry to overcome one of the most difficult periods in its history.

Maurizio Piglione Maurizio Piglione, Managing Director of Marazzi Group The world ceramic tile market is becoming increasingly regionalised. In spite of the more than 60% growth in the global market, Italy and Spain’s exports have fallen over the last ten years. Shares that were previously held by exports have been

Tile International 3/2011

won over by local producers, whose steady growth has inevitably hit the long-established exporter countries. The only exception is China, which in the space of 10 years has built up a global export activity amounting to around 500 million sq.m, more than the Italian tile industry’s entire output. A typical example of these changes is provided by the United States, where the market contracted by around 40% between 2006 and 2010 but local production remained unchanged and the entire downturn was absorbed by imports. For this reason, we decided to continue to invest in this market and further consolidate our strong position after almost doubling our market share to around 12% in recent years.

However, after a strong 2010, the US market is once again contracting this year, domestic demand is lower than expectations and the dollar is once again disadvantageous for manufacturers operating in the Euro zone. Although we are expecting the growth in domestic production to continue, I believe that the forecasts for consumption growth of between 3% and 6% in 2011 are overly optimistic. Moreover, I don’t believe that the root causes of the financial crisis have been entirely eradicated. The fact that we have not yet emerged from the crisis is demonstrated by the latest figures for the number of foreclosures, which are still continuing to rise. In spite of this we have demon-

strated our confidence in the US market through concrete investments, the first of which was in the traditional area of production efficiency. The new line that is due to come into production in Dallas in the summer will replace two existing kilns and raise total production capacity by around 2.8 million sq.m (from 21.5 million sq.m to over 24 million sq.m/year). This very high-performance kiln has a capacity of more than 4.5 million sq.m/year and will be used for the production of porcelain tile and red body tiles in a mix that can be varied to meet market demand. Given the variability of this demand, we have combined the objectives of cost efficiency with greater production efficiency. Our other investment in the USA concerned the acquisition of six Sales & Service Centers from the Mexican group Interceramic with the aim of developing our own brand chain and thereby counterbalancing our strong growth in the traditional sales channels of DIY stores and independent distribution. The six centres are all located in the southwest of the country (Denver, Las Vegas, Salt Lake City, Anaheim, San Diego and Phoenix) and join the seven that are already operating in Texas and Oklahoma and are aimed at retailers, constructors, distributors and contractors.

In the spotlight

This is an interesting investment not just in terms of the potential it offers for channelling the Marazzi brands but also for the know-how that we are acquiring, for example in the stone segment. It’s important not to miss growth opportunities, but I also believe that manufacturers should have their own distribution channels (in May this year Crossville carried through a similar operation). What we don’t intend to do is reproduce in the USA models that have been successfully adopted elsewhere (the Marazzi model in Russia is a retail model, for example). To tell the truth, I am doubtful about the reproducibility of models in general. The only truly similar models in ceramic tile distribution are those of Italy and Spain, which have a highly fragmented but stable distribution structure. One market that has been performing very strongly since the second quarter of 2010 is Russia, where the sensation of dynamism and enthusiasm is very evident and a large number of new projects have been launched in recent months. We have just started up a new line in our factory and are already considering a further expansion. As for the issues of new product uses, new materials and market segments, I believe that the biggest challenges we are currently facing are those of promoting

ceramic materials amongst designers and architects and developing eco-friendly materials in response to the growing consumer interest in sustainability and the environment. In spite of being severely hit by the general downturn in recent years, the architect and contractor segment offers a great deal of potential, which is why Marazzi has created a network of highly trained promoters and has invested heavily in products aimed at this segment (such as the Sistem A range). Company size is an important factor when embarking on these kinds of operations, not just because it is necessary to be able to provide support to a project or a contractor on an international scale but also because increasingly high product performance characteristics are required. This, together with the increasingly complex aspects of ecocompatibility, makes continuous research obligatory. The growing environmental awareness is certainly a benefit, although the ceramic market is currently hard put to pay back investments made in this area. More importantly, there is still no real policy in Italy to promote further diffusion of eco-sustainable values, in spite of the potential benefits for society and the environment of a well-designed energy-saving policy based on remediation of the existing building stock. ✕

Graziano Verdi Graziano Verdi, Chairman and Managing Director of GranitiFiandre and Iris The secret to competitiveness often lies in intuition, in a strong dose of innovation and above all in the determination to follow a chosen policy through. In the end that’s what really counts. Developing an eco-compatible product like Active was one of GranitiFiandre’s answers to the need to remain competitive while operating in a country that has one of the highest tax burdens and labour costs in the world. The only way forward is to continue to reinvent oneself, to carry through continuous stylistic and technological development to make up for the decline in Italy’s share of global production. Ever since we began producing Active in mid 2010, the market response has been growing steadily. Young architects are more in tune with environmental issues, although high-end points of

sale are also showing greater interest in response to growing consumer awareness of more sustainable lifestyles and consumption models, a trend that is bound to continue in the future. Another factor that has given us a competitive edge is our longstanding efforts to become key partners of architects and designers. This has been a challenging and expensive policy, above all because it is essential to be able to keep promises – which brings us back to the factor of determination I mentioned earlier. The first and most important aspect is that of products. In addition to Active, our latest innovations – including the 100 series produced using 100% recycled raw materials and the Extreme 150x75 cm marble sheets – are a clear response to the needs of designers of high-end residential and non-residential projects. The second aspect is that of communication. In order to communicate with this segment it is necessary to adopt a network of professional promoters who are capable of interacting effectively with designers and architects (in the pharmaceutical sector the figure of the scientific consultant has existed for decades). However, all of this would be insufficient without a suitable company environment where attitudes and projects can be shared by all employees.

Tile International 3/2011

In the spotlight

Our policy of internationalising production activities has also contributed to competitiveness, as the experience of Stonepeak goes to prove. Five years ago the company didn’t even exist and now it has a turnover of 100 million dollars. I’m convinced that the US market will see extraordinary growth in the future, but I also believe that those who will benefit most are local companies, especially those that have introduced Italian style products.

Claudio Lucchese Claudio Lucchese, Chairman of Florim Group We are fairly pleased with the work we have done over the last two years, which has allowed us to achieve an initial partial recovery in turnover in 2010 (+5%), a trend that I expect to continue in 2011. Of course it will be extremely difficult to return to the turnover values of 2008. The Italian ceramic industry is stabilising at current sales volumes, but is still facing the prob-

Tile International 3/2011

Although consumers – as well as distributors who influence purchases upstream – may well have a preference for Italian products, with such an unfavourable euro-dollar exchange rate they are often obliged to make other choices. The US is a very open market and makes decisions based on concrete factors. The “Made in Italy” label is certainly an advantage but is not the only competitive factor. ✕ lem of low output which obviously results in inefficiencies and low productivity. For Florim Group, a number of factors have facilitated the recovery. One of these is the availability of diversified brands that allow us to cover the entire range of applications with a good average price. A big contribution to a recovery in turnover and profitability has come from Florim USA, our company based in Clarksville, Tennessee that produces prevalently for the American large-scale distribution sector. I see the company as a strategic resource not just for the turnover it generates but also for the competitive advantage it gives us in terms of increased share of the local market. Ceramic tile consumption is bound to increase in the United States and the local producers will be the first to benefit. This is the same kind of compet-

itive advantage enjoyed by the two Italian groups that operate in Russia, although the Russian market also remains one of the most interesting export markets given the high average selling price fetched by high-end Italian products. Another positive factor for us is the now consolidated presence of the Floor Gres brand in the architect and designer segment. This is the result of a policy that we began many years ago and required commitment, largescale investments, suitable products, dedicated structures and an awareness that the return on investment would take a relatively long period of time. It is a segment that the Italian ceramic tile industry has until now approached in a very timid fashion compared to its investments in traditional distribution, although a continued presence is vital. As for industrial investments, we are focusing strongly on those that aim to achieve greater environmental sustainability of production processes. The most recent is the cogeneration plant which allows us to considerably cut our energy bills. We also recently approved a 40 million euro investment for the two-year period 2011/2012, a significant share of which will go to constructing an approximately 40,000 sq.m new industrial building that will be covered with photovoltaic panels. ✕

Sergio Sassi Sergio Sassi, Managing Director of Emilceramica Emilceramica has used the crisis as an opportunity to streamline inefficiencies and sort out problems within the company. We have rationalised our manufacturing facilities and reorganised our sales structure, creating networks devoted to large geographical areas, not just for individual brands but at a group level. In particular, we have focused on the quality of human resources and sought to establish a stronger presence in foreign markets. Whereas in 2009 we suffered bigger losses than the national average for the sector, in 2010 we saw a recovery of 12% and expect to repeat the performance this year. The driving force behind the recovery is exports. We have achieved excellent results in the United States and are considering the possibility of opening further branches to join the three Emilamerica logistic centres that are already operational in Washington, Anaheim and Or-

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lando, the first of which would be in Texas. Following the downturn of two years ago, sales in the Russian market are also recovering strongly through our Ukrainian joint venture Zeus. Although Europe is a much less dynamic region, we are succeeding in maintaining our market shares in France, Belgium, Germany, Austria and Switzerland (our real domestic market) thanks to a level of service and product quality that non-European competitors are unable to match. Although we were achieving good results in North Africa and the Middle East, have been hit by the recent unrest. By contrast, Southeast Asia (China, South Korea and Vietnam) is a very dynamic region where high-end Italian products are very popular. Our new sales branch in Hong Kong has enabled us to secure major orders in Singapore and in other countries in the region. We are also looking at ways of approaching the Brazilian market. For those who like me strongly believe in the internationalisation of Italian companies, our ambitious goal is to pursue manufacturing activities in China, India and Brazil through local partnerships that cater for the local markets, replicating the model of our joint ventures in America and Ukraine. Another important factor is an astute choice of products (60x120 cm large-format tiles

from Ergon and W Age series from Provenza). The problem we are currently facing is the “short blanket” effect, in which production lines are devoted exclusively to the most successful products (for example, the large-format rectification line installed 2 years ago is already fully saturated). We consequently need to further adapt our plants, although for the time being we are unable to plan major new investments. One segment where there is plenty of room for improvement is that of sales and promotional activities for architects, a segment that is well served by a very small number of Italian companies including Florim, GranitiFiandre and Casalgrande Padana. It is a complex segment that has to date been little explored by the Italian tile industry, partly because of the expense that it involves and partly because of the industry’s longstanding communication difficulties. For example, many architects still associate ceramic tiles with old-fashioned 20x20 cm bathroom wall tiles! We are currently seeking to enter this segment through our promoters in Rome, Milan, Paris and Hong Kong. In Italy we are suppliers to the Cremonini Group for the Chef Express and Road House chains, while our most important foreign clients include McDonald and the hotel chain Hyatt. ✕

Tile International 1/2010

In the spotlight by Chiara Bruzzichelli

Tagina, innovation within tradition

Mario Moriconi

Tagina intends to turn Cersaie 2011 into a milestone event by using its stand to display the widest possible range of applications for the WIRE collection. Designed by Simone Micheli, the WIRE collec-

tion attracted a great deal of interest at the last edition of I Saloni in Milan. WIRE goes against the flow of conventional designs not only for its thickness but also for its exceptionally complete range of trim pieces. These can be fully appreciated in the Lifecycle display at SuperstudioPiù, one of the 2011 FuoriSalone events. WIRE also confirms Tagina’s reputation as a top-end manufacturer with a clear emphasis on tradition. We met up with Mario Moriconi to discuss Tagina’s product development, marketing and distribution policies.

Moriconi has been managing director of the Tagina Group since 2003, and co-founded the business with personal friend Angelo Barberini, with whom he worked even before the creation of Tagina in 1972. Tile International: How are your sales looking? Mario Moriconi: We ended the first half of this year with growth in double figures compared with the same period of last year. We even managed to maintain our 2010 sales in July. This is an important achievement, and we hope to see it being confirmed throughout the

second half of the year despite the dramatic downturn the market has seen since June. At the moment we’re busy preparing for Cersaie. Cersaie is a major international event and we’ve decided to use it to show off the full potential of WIRE indoors and out. We’ll be demonstrating the product’s versatility in urban design, and the many ways in which it can be installed. We’ll also be presenting a new indoor and outdoor product at Cersaie. This new creation simulates the look of wood, and we’re convinced that designers will find it extremely interesting. To cut a long story short, Tagina

Tagina @ Salone del Mobile 2011

Simone Micheli Tile International 3/2011

In the spotlight

is determined to remain faithful to its traditions while also acquiring a more modern flavour through new collections and products that are more closely aligned with todayâ&#x20AC;&#x2122;s tastes in edges, surfaces, formats, accents, combinations, motifs and colours.

Tile International: So the crisis has not forced the Tagina Group to limit its commitment to product development? M. Moriconi: These last few years of crisis have changed the way people consume, and have hit companies like us, which target the top end of the market,

particularly hard. Nowadays, even well-off consumers are looking more closely at quality to price ratios. We see this as a good reason to increase our focus, wherever possible, on the design and quality of our products. So instead of cutting back on in-house product develop-

ment, weâ&#x20AC;&#x2122;ve actually put more resources into it. Our new leading product, WIRE, goes against current design trends, but we are convinced of its decorative and functional potential. At a time when everybody else is making their tiles thinner, we are offering a prod-

Tile International 3/2011

In the spotlight uct that can reach even 20 mm in thickness for use on outdoor floors. Unlike other products, WIRE’s technical characteristics allow it to form a floor capable of resisting vehicular traffic even when installed dry, and simply laid on a bed of sand. The idea behind WIRE is to stimulate and provoke designers, and to extend the applications of traditional ceramic tile. WIRE is also available in the more usual thickness of 12 mm for indoor use.You can therefore have total continuity between indoor and outdoor floors in and around the home. WIRE is certainly not the first time Tagina has chosen to go against the flow. It’s the originality of our collections that has made our name and created the universally recognised “Tagina look”. Tile International: We’ve heard that you recently invested in the latest generation of production technology. Is that true? M. Moriconi: Yes, it is. But we don’t want to be defined by technology. Of course we use the latest technology, but only

Tile International 3/2011

because it gives us complete autonomy in design and production. During the course of 2009 we invested in new production lines to recover and recycle 90% of our waste and reject material. In 2010 we installed digital decorating machines too. But we use this technology only to differentiate our products through creativity. Creativity is still our main characteristic. That is why we are not interested in following the latest fashion for thin tiles. You simply cannot achieve the richness of our Minera Liqua and Fucina collections – our two best selling designs in recent years – in just 4 mm. Tile International: How is the domestic market going? M. Moriconi: Despite the serious crisis that the Italian construction industry is going through, we actually achieved growth of 4 to 5% in the first half of 2011, taking the country as a whole. The North of Italy returned the best figures. In Central Italy, the market remained more or less stable. Sales dropped again in

the South. Tile International: What about exports? M. Moriconi: Russia and Ukraine have already recovered from the dramatic fall in sales they experienced in 2009, and both countries achieved excellent growth in the first half of 2011. We are doing extremely well in Germany, France, Austria, Holland, Switzerland and Belgium too. Thanks to our latest collections, we’ve seen quite satisfactory growth in these areas. But at the moment we’re focusing on the so-called ‘new markets’. We’re doing very well in China, where we’ve been selling for many years. In February 2009, we signed an agreement with a new importer, and since then our products have reached over 30 showrooms in major cities like Shanghai, Beijing, Guanzhou and Shenzhen. India is the next step. We’ve already got a foothold there, through two luxury showrooms in Bangalore and New Delhi specialising in prestigious brands and top quality Italian furnishing products.

We were getting ready to enter North African markets too, especially Libya, but the political turmoil there has delayed our plans. Tile International: What can you tell us about the Monina brand? M. Moriconi: Monina abandoned the Tagina look a long time ago to develop its own new, trend-setting designs. The style of the Monina range is perfect for modern settings. It maintains all the natural warmth of living ceramics but offers attractive new colours, formats and combinations to stimulate the imagination and creativity of all users. Tile International: So have you achieved your aim of diversifying your two brands? M. Moriconi: The progress achieved by the Monina brand has certainly allowed our group to diversify its offering. While Tagina stands for classical, traditional elegance, Monina focuses more on the latest trends, fashions and styles, and even targets the avant-garde. ✕

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In the spotlight by Silvia Bertolani

The rise and rise of Industrie Ceramiche Piemme

Massimo Ganassi

Industrie Ceramiche Piemme closed 2010 with turnover of 80.3 million euros, representing a rise of 12.15% on 2009, and figures for the first half of 2011 confirm this upward trend. In light of the economic

Tile International 3/2011

crisis that has affected worldwide markets, this is a laudable result in itself, but it’s even more significant if you consider that it was achieved without once putting its workforce on short-time, while still investing 4.5 million euros in glazing lines, presses and sorting lines; and increasing staff numbers. What’s more, an investment plan worth a further 27 million euros has been approved for 2011. We asked Massimo Ganassi, General Sales Director and Marketing Director of Industrie Ceramiche Piemme, for his views on the positive dynamics prevailing at the company.

Tile International: In the last issue of Tile Italia, we published a preview of the 2010 turnover figures of Italy’s major ceramic manufacturers. Industrie Ceramiche Piemme came out with flying colours... Massimo Ganassi: The Piemme Group has undergone a major transformation in recent years: the company’s general management was completely replaced by a dynamic, creative, committed group of managers, led by our new Managing Director, who succeeded in changing the entire set-up of the company, to bring it back into line with its life-long mission of focus-

ing on the sale of top-quality materials through the best ceramic dealers. Tile International: What marketing strategies have you adopted to push this new approach forward? M. Ganassi: The positioning of Piemme’s brands, Valentino first and foremost, puts the company at the top end of the residential segment, aimed at architects and designers. To achieve this, first we had to upgrade our sales force by taking on new staff and offering more specialised training, with a view to making our customer service more complete and pro-

In the spotlight

fessional. Then we invested in promotion, by stepping up our communication through the main information channels and taking part in the top trade fairs. Tile International: You took part in the Fuorisalone in Milan earlier this year, didn’t you? M. Ganassi: That’s right. In terms of communication, it was certainly a major initiative, but it’s difficult to quantify its commercial return. It was certainly a worthwhile marketing initiative. But it’s not comparable to taking part in Cersaie, which has much more impact and importance. Tile International: So despite

the recent changes to Cersaie, you still believe it's a benchmark for the industry? M. Ganassi: Absolutely. While it’s no longer the pivotal occasion for signing contracts that it used to be, it remains a crucial opportunity for major corporate decision-making. Cersaie still attracts the largest number of dealers, and now also architects. That’s what enables manufacturers to take the pulse of the market, spot trends and make fairly realistic predictions about what’s on the horizon one year ahead. Tile International: Have you got

anything new for this edition then? M. Ganassi: Definitely! We extended and updated our stand just three years ago, but this year we’re increasing our exhibition space to 500 square metres, and taking the opportunity to present our new Valentino and Piemmegres collections. These are innovative collections, both from an aesthetic and a technological point of view, and we're confident that they'll be a hit with our clientele. Tile International: Industrie Ceramiche Piemme has evolved and invested - a lot in technolo-

gy, hasn’t it? M. Ganassi: In addition to other recent investments, we have set aside 27 million euros this year for the renewal of our production plants, because our goal is to equip the company with all the latest and best technology on the market, so that by 2013 we will be one of the most complete and competitive players in the industry. This enables us to emphasise with pride that our entire production process is performed in Italy, thereby adding further value to our products. And this is vitally important, we believe, because the service,

Tile International 3/2011

In the spotlight

technology and quality inherent in Italian products are inimitable anywhere in the world. That’s why the ceramic cluster of Sassuolo is and will remain the leading force in the industry at a worldwide level. Tile International: So you disagree with people who criticise ceramic manufacturers for having moved too far away from the

Tile International 3/2011

original essence of the product? M. Ganassi: I wouldn’t call into question the undoubted charm of what you might call handcrafted ceramic. But the progress made by the industry - without a shadow of a doubt, in my opinion - offers a valid aesthetic and above all technological alternative, which

is arousing the interest of architects and other professionals who had not considered using ceramic up to now. Tile International: So would you say that architects represent a new distribution channel? M. Ganassi: Not exactly: I see them more as a new segment of customers to be won over, by improving the showrooms that rep-

resent the traditional distribution channel. Tile International: What are your plans for the future? M. Ganassi: We’re currently engaged in some major investments programmes for the future: so our priority at the moment is to optimise and consolidate them. ✕

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Economy & markets by Luca Baraldi

The Turkish ceramic industry picks up pace

Unicera, the pre-eminent Turkish tile and sanitaryware exhibition held in Istanbul from 2 to 6 March, revealed positive signs for the Turkish ceramic industry and for its prospects and scenarios in the near future. The exhibition hosted 226 exhibitors from 19 different countries in a space of 98,000 square metres and was attended by more than 60,000 visitors (14% more than in 2010), including 3,500 international visitors from 71 countries (23% more than in 2010).

The ceramic tile market According to figures announced during the Turkish Ceramic Federationâ&#x20AC;&#x2122;s press conference by Bahadir Kayan (Chairman of the Turkish Ceramics Promotion Group) and Germiyan Saatcioglu (Secretary General), in 2010 the Turkish ceramic tile industry further increased its installed production capacity to a total of 406 million sq.m (12.7% up from the 360 million sq.m of 2009), with an effective production of 245 million

http://www.flickr.com/photos/melkon/

sq.m (19.5% up from the 205 million sq.m of 2009). Plant usage is therefore still fairly low, around 60%. Local tile consumption also increased from 138 million sq.m in 2009 to 155 million sq.m in 2010 (up 12.3%). After falling in 2009, exports have resumed growth to reach 84 million sq.m, 25.4% up on the previous yearâ&#x20AC;&#x2122;s figure of 67 million sq.m. In 2010

the top export markets for Turkish tiles were Israel with 11.7 million sq.m (13% of total exports), Germany with 8.6 million sq.m, the UK with 8.2 million sq.m, Canada with 6.6 million sq.m and Azerbaijan with 4.8 million sq.m. The value of Turkish tile exports rose in 2010 to USD 478.6 million (19.4% up on the USD 400.6 million of 2009), with an

THE TURKISH CERAMIC TILE SECTOR (MILLIONS OF SQ.M) 2006

2007

2008

2009

2010

Var% 10/09

Output

275.0

260.0

225.0

205.0

245.0 +19.5%

Domestic consumption

172.0

160.5

129.3

137.7

154.7 +12.3%

Exports

93.2

104.0

91.9

67.3

84.0 +25.4%

Imports

7.0

4.5

4.3

2.7

4.7 +66.7%

Source: Turkish Ceramic Federation Tile International 3/2011

average selling price of 5.7 USD/ sq.m, slightly down on the 6 USD/sq.m of 2009. Tile imports have also increased, up from 2.7 million sq.m in 2009 to 4.6 million sq.m in 2010, originating mostly from China (69.5% of the total) and Spain (12% of the total).

The sanitaryware market The sanitaryware industry has also reported positive figures, including 1.6% growth in production capacity over 2009 to reach 310,000 ton (21 million pieces). Capacity usage was around 70%, corresponding to an effective production of 220,000 ton

Economy & markets

(15 million pieces), 12.8% up on 2009. Domestic sales rose by 14.2% to 120,000 ton, while exports increased by 9.4% in volume (more than 94,000 ton, 6 million pieces) corresponding to a total turnover of more than USD 159 million (12% up on the USD 142 million of 2009), generated mainly in Germany, Italy, the UK, France and Iraq.

Forthcoming appointments The 24th Unicera will be held in Istanbul from 14 to 18 March 2012, whereas the next major international exhibition in which the Turkish ceramic industry will be taking part is Cersaie 2011 in Bologna, where the Turkish Ceramics Promotion Group will be carrying on the tradition it began in 2007 of organising an evening event in Piazza Maggiore open both to visitors to Cersaie and to the general public. â&#x153;&#x2022;

MAIN EXPORT MARKETS FOR TURKISH TILES (MILLIONS OF SQ.M) Country of destination

2009

2010

MAIN TURKISH SANITARYWARE EXPORT MARKETS (TON X 000)

Var% 10/09

Country of destination

2010

Israel

9.0

11.7

+30.0%

Germany

12.1

Germany

6.7

8.6

+28.4%

Italy

11.8

11.4 10.8

8.3

8.2

-1.2%

Canada

4.4

6.6

+50.0%

France

Azerbaijan

4.0

4.8

+20.0%

Iraq

4.5 4.4

France

3.2

4.3

+34.4%

USA

Georgia

4.9

4.2

-14.3%

Israel

3.6

Iraq

1.5

3.7

+146.7%

Spain

3.3

Greece

3.1

3.5

+12.9%

Libya

2.8

Romania

1.9

Romania

3.2

3.3

+3.1%

Source: Turkish Ceramic Federation

THE TURKISH CERAMIC SANITARYWARE INDUSTRY (TON X 000) 2006

2007

2008

2009

2010

Var% 10/09

Output

253.8

260.0

230.0

195.0

220.0

+12,8%

Domestic consumption

130.3

142.0

127.7

107.3

122.8

+14.4%

Exports

125.4

120.4

103.7

86.4

94.5

+9.4%

Imports

2.0

2.5

2.2

2.3

2.8

+27.3%

Source: Turkish Ceramic Federation

Tile International 3/2011

Economy & markets by European Construction Industry Federation - FIEC

Annual figures from the European Construction Industry

During its Annual Congress, which took place on 16th and 17th June 2011 in Sofia, Bulgaria, FIEC, the European Construction Industry Federation, released the new edition of its annual statistical report (Statistical Report n°54, dated June 2011). “The EU total construction output amounted to 1,186 billion euro in 2010, which represents a decline of 1.8% compared to 2009”, stated FIEC Vice- President Jacques Huillard, in charge of economic issues. “Due to Member States’ severe budgetary constraints and the major crisis affecting the euro zone and impacting the investment capacity of private operators, the situation remains worrying in most EU countries, but we can see the first signs of recovery, which should give us hope. “Also, it is clear that the EU and national stimulus packages have softened the downturn to some degree, and we are pleased today that our messages have generally been heard,” explained Huillard.

Tile International 3/2011

“As a result, the civil engineering and public non-residential segments in almost all Member States have received public investment, while the energy efficient renovation of private residential buildings has been boosted by a number of tax incentives and direct subsidies.” According to FIEC’s statistics: • The reduction in construction activity has mostly been concentrated within the private nonresidential segment (- 4.5%) and, to a lesser extent, in the new housebuilding segment (-1.2%). The former has, again, suffered from the significant drawback of business demand and investment, while the latter has started

regaining some momentum in certain countries, against all expectations. • By contrast, the public non-residential segment grew by 2.2% in 2010, which reflects decisions made at government level to maintain, bring forward or even increase expenditure on public buildings, as part of the national stimulus packages. • More disappointing has been the further decrease experienced by the civil engineering segment (- 1.1%), while a recovery in 2010 was forecast last year. • Rehabilitation and maintenance activities have, in most EU countries, benefited from fiscal incentives in favour of energy efficiency measures and have therefore now almost stabilised (- 0.2%). • As a consequence of the downturn, the number of persons employed in construction has been strongly impacted. EU employment in construction fell further by - 5.8% in 2010, and a further decrease is expected in 2011. Despite these still weak figures, the construction industry remains one of the major

engines of Europe’s growth. It still represents nearly 10% of EU GDP and above 3 million enterprises, most of which are SMEs, and provides jobs to nearly 14 million workers, without counting the indirect employment generated in related sectors. “Looking ahead, total construction output is forecast to stabilise in 2011 (- 0.2%), added Huillard, “However, we must remain extremely vigilant: most of these stimulus packages have been insufficient to ensure a real and sustained revival of economic activity and a number of measures announced have finally not been implemented.” “I firmly believe that construction companies are capable of contributing a great deal to society, both in the short and the long term, in boosting the energy efficiency of the built environment and in building EU’s needed infrastructure,” concluded Jacques Huillard. “Investment that can ensure long term sustainable development must not fall victim to budget cuts, and/or strengthened regulation of the financial markets!... Otherwise, Europe’s future prosperity is in danger!” ✕

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CERSA SAIE 2011 Bologna 20-24 september s Area/H Hall 45 Stand 44

Economy & markets by Gian Paolo Crasta and Luca Baraldi

On the following pages we are publishing the results of the exclusive survey of the world’s top tile and sanitaryware manufacturing groups ranked by output volumes. The survey precedes the one on “World production and consumption of ceramic tiles” by several months and is a crucial tool for analysing the state

The world’s top tile and sanitaryware manufacturers in 2010 of the sector at a world level. The tables are easy to understand and require no detailed explanations. Suffice it to say that there have been no significant changes in the order of the companies in the rankings, which is understandable given the large volumes produced by the world’s leading ce-

ramic tile companies. The only two groups to have climbed the rankings in terms of tile production volumes, the Indian firm H&R Johnson (up from 16th in 2009 to its current 7th place) and the Brazilian group Majopar (up from 19th to 8th), carried through major increases

the

in production last year. The rankings of top ceramic sanitaryware producer groups are similar to those of previous years and have always been dominated by large multinational groups. However,

best

companies

of 2010 volumes produced by national manufacturers in rapidly growing areas such as South America and North Africa are increasing from year to year.

METHODOLOGICAL NOTES The following are a few points to facilitate interpretation of the tables. For groups operating in a number of different areas of the ceramic industry, the published turnover data refer to the group turnover and therefore include

Tile International 3/2011

revenues generated not just from the production and sale of tiles but also from activities in other segments such as sanitaryware, tableware, bathroom furnishing and raw materials, or even direct distribution (as indicated in the column for sectors of activity). For the sake of uniformity we

have excluded shares of turnover generated by other group businesses. For this reason the rankings by value do not allow a direct comparison to be made between companies with a number of business activities and companies that operate solely in the tile segment.

For the same reason, the rankings are not intended to provide a direct comparison between volumes and values or to obtain estimates of average selling prices for each group, but to offer the most comprehensive overall picture possible of the various players in the global arena.

As in the past, the survey does not consider the Chinese ceramic tile and sanitaryware producers given the difficulties in obtaining reliable production figures. However there are at least 8 Chinese tile producing groups with a capacity in excess of 30 million sq.m. ✕

Economy & markets

THE WORLD'S TOP SANITARYWARE MANUFACTURERS IN Groups

Production (mill. pieces)

VOLUME IN 2010

Production Capacity

Locations & Brands

Roca Group www.roca.com

32.5

n.a.

Roca (Spain), Roca Brasil, Roca Sanitaryware (China), Roca Bathroom Products (India), Roca Santekhnika (Russian Fed.), Roca Portugal, Roca Polska, Roca Maroc, Roca Argentina, Roca Bulgaria, Roca Malaysia, Roca Obiecte Sanitare (Romania), Laufen Austria, Laufen CZ (Czech Republic), Keramik Laufen (Switzerland), Inker (Croatia), Santek Keramika (Russian Fed.), Gravena (Egypt, 50% joint venture), Ugrakeram (Russian Fed.)

Kohler Group www.kohler.com

21 *

n.a.

Kohler Wisconsin Pottery, Kohler Brownwood, Kohler Spartanburg, Kohler Sanimex (Mexico), Kohler Brive (France), Kohler Zaragoza (Spain), Kohler Tanger (Morocco), Kohler Dole (UK), Foshan Kohler (China), Kohler Zibo (China), Kohler Thailand, Kohler India

Ideal Standard International www. idealstandardinternational.com

20 *

n.a.

EMEA - EUROPE, MIDDLE EAST & AFRICA: Employees: approx.12,000 • Facilities: 30 facilities in 11 countries CENTRAL & SOUTH AMERICA - INCESA: Employees: approx.1,300 • Facilities: 3 in Costa Rica, Nicaragua, Guatemala

Sanitec Corporation www.sanitec.com

12.55

n.a.

Allia, Selles, Leda (France), Ido (Finland), Ifö (Sweden), Keramag (Germany), Kolo (Poland), Koralle (Switzerland), Porsgrund (Norway), Pozzi-Ginori (Italy), Sphinx (the Netherlands), Twyford (UK), + Bath & Showers brands

Toto www.toto.co.jp

TOTO (Japan), Beijing TOTO (China), TOTO Vietnam, TOTO East China (China). TOTO U.S.A, Taiwan TOTO (China), TOTO Mexico, TOTO Beijing (China)

Corona www.corona.com.co

9.7

10.3

Corona, Mancesa, Mansfield

Duratex www.deca.com.br

8.53

11.82

Deca: 6 plants in Brazil, Duratex: 4 in Brazil

Inax (Lixil Corporation) http://global.inax.lixil.co.jp

8.3

9.07

Inax Vietnam Sanitaryware (Vietnam), Suzhou Inax building Material (China) , American Standard Vietnam (Vietnam), A-S (Tianjin) Pottery (China), A-S (Shanghai) Pottery (China), PT American Standard Indonesia (Indonesia), American Standard B&K (Thailand)

Villeroy&Boch www.villeroy-boch.com

7.8*

7.8

Cersanit www.cersanit.pl

6.1

1 plant in Poland, 1 in Romania, 1 in Ukraine

Lecico www.lecicoegypt.com

6.7

3 in Egypt with Lecico brand, 1 in Lebanon with Lecico brand, 1 in France with Sarreguemines Sanitaires brand

Cisa www.cisaholding.com

n.a.

Briggs, Fanaloza, Edesa, Vencerámica

Rak Ceramics www.rakceramics.com

4.3

4.5

3 plants in UAE, 1 in Bangladesh, 1 in India

Eczacibasi VitrA www.vitra.com.tr

4.2

Duravit www.duravit.com

3.1

3.8

Duravit Egypt (Egypt), Duravit Yapi Ürünleri San. VeTic. (Turkey), Duravit (France) Duravit Sanitaryware (China), Duravit Sanitärporzellan Meissen (Germany), Duravit Tunisia (Tunisia), Duravit India (India)

Lamosa Grupo www.lamosa.com

3.6

2 plants in Mexico

2.8

n.a.

37 small and medium-sized companies are headquartered in the Civita Castellana district with 42 production sites.

Civita Castellana District (Italy)

1 plant in Bozüyük (Turkey)

Saudi Ceramics www.saudiceramics.com

2.5

n.a.

1 plant in Saudi Arabia

Ceramica Cleopatra Group www.cleopatraceramics.com

1.28

1.45

Eldorado Sanitary, Ceramica Cleopatra Sanitary 10th of Ramadam

* Estimates Copyright: Tile Edizioni

Tile International 3/2011

Economy & markets

THE WORLD'S TOP CERAMIC TILE MANUFACTURERS IN Groups

Ceramic sector turnover (mill. Euro)

Employees

VALUE IN 2010 Sectors of activity

Roca Grupo www.roca.com

1,498

19,700

Ceramic tiles, Sanitaryware, Distribution network

Corona www.corona.com

1,250

10,000

Ceramic tiles, Sanitaryware, Tableware

Marazzi Group www.marazzigroup.com

818.3

6,000

Ceramic tiles, Sanitaryware, Distribution network

RAK Ceramics www.rakceramics.com

613

8,500

Ceramic tiles, Sanitaryware, Tableware

Concorde Group (2009 data) www.gruppoconcorde.it

544

2,300

Ceramic tiles, Raw materials, Body compound, Special parts

Lamosa Grupo www.lamosa.com

517.9

4,657

Ceramic tiles, Sanitaryware

Ceramica Cleopatra Group www.cleopatraceramics.com

486

15,000

Ceramic tiles, Sanitaryware

Siam Cement Group www.siamcement.com

439,4

5,262

Ceramic tiles, Sanitaryware

Porcelanosa www.porcelanosagrupo.com

410

4,000

Ceramic tiles, Sanitaryware, Raw materials, Distribution network

Interceramic www.interceramic.com

338

4,065

Ceramic tiles, Sanitaryware

Cersanit (2009 data) www.cersanit.com

326

5,980

Ceramic tiles, Sanitaryware

Vitra Group www.vitra.com.tr

322.7

2,018

Ceramic tiles, Sanitaryware

Kale Group www.e-kale.com

300

3,000

Ceramic tiles

Eliane www.eliane.com

292

2,700

Ceramic tiles

Panaria Group www.panaria.it

285.2

1,741

Ceramic tiles

Casalgrande Padana www.casalgrandepadana.com

283

601

Ceramic tiles

Coop Imola www.imolaceramica.it

274.9

1,870

Ceramic tiles

Gruppo Florim www.florim.it

273.8

1,409

Ceramic tiles

Lasselsberger www.lassselsberger.com

235

3,000

Ceramic tiles

H&R Johnson India www.hrjohnsonindia.com

225

1,600

Ceramic tiles, Sanitaryware

Saudi Ceramics www.saudiceramics.com

212

3,400

Ceramic tiles, Sanitaryware, Frits

Iris Group (2009 data) www.irisceramica.com

201.6

n.a.

Ceramic tiles

Ricchetti Group www.ricchetti-group.com

196.7

1,646

Ceramic tiles

Granitifiandre www.granitifiandre.it

190

850

Vitromex (2009 data) www.vitromex.com

175

1,945

Tile International 3/2011

Ceramic tiles, Sanitaryware

Ceramic tiles, Tableware

Economy & markets

THE WORLD'S TOP CERAMIC TILE MANUFACTURERS IN Groups

VOLUME IN 2010

Production (mill. sq.m)

Production Capacity

% Exports

Number of factories

Locations

RAK Ceramics www.rakceramics.com

117

119

10 UAE, 1 Bangladesh, 1 Sudan, 1 China, 1 India, 1 Iran

Siam Cement Group www.siamcement.com

108

110

17 Thailand, 1 Indonesia

Ceramica Cleopatra Group www.cleopatraceramics.com

103

Egypt

Lamosa Grupo www.lamosa.com

120

Mexico

Marazzi Group www.marazzigroup.com

n.a.

Italy, France, Spain, Russia, USA

Cersanit www.cersanit.com

1 Poland, 1 Russia, 1 Lithuania

H&R Johnson India www.hrjohnsonindia.com

India

Majopar www.majopar.com.br

2.5

Brazil

Prime Group www.ceramictiles.com.vn

59.9

0.52

Vietnam

Mulia www.muliaceramics.com

55 *

76 *

Indonesia

Incefra www.incefra.com.br

Brazil

Dynasty Ceramics www.dynastyceramic.com

51.6

52.6

Thailand

Kale Group www.e-kale.com

Turkey

Vitromex www.vitromex.com

44.8

58 *

Mexico

Lasselsberger www.lassselsberger.com

n.a.

5 Czech Rep., 1 Slovakia, 2 Hungary, 3 Romania

Roca Grupo www.rocatile.com

n.a.

2 Spain, 3 Brazil

Saudi Ceramics www.saudiceramics.com

Saudi Arabia

Gruppo Concorde (2009 data) www.gruppoconcorde.it

n.a.

10 Italy, 1 France, 1 Russia

Interceramic www.interceramic.com

37.8

3 Mexico, 1 Usa

Ceramic Industries www.ceramic.co.za

37.7

4 South Africa, 1 Australia

Arwana Citramulia www.arwanacitra.com

36.5

Indonesia

Eliane www.eliane.com

36.5

Brazil

Daltile www.daltile.com

35 *

45 *

n.a.

6 USA, 1 Mexico

Corona www.corona.com.co

34.5

Colombia

Vitra Group www.vitra.com.tr

2 Turkey, 3 Germany, 1 France, 1 Russia

Tile International 3/2011

Economy & markets

The turnovers of Italian ceramic companies in 2010 The calm after the storm

In the wake of the economic storm that has ravaged the world for the last few years, companies are looking forward to navigating calmer waters, but are still struggling

to get their ships and crews in shape in the face of heavy losses and injuries. The overall picture is nevertheless tinged with cautious optimism, and tentative signs of an upturn are spurring the entire sector into action. An analysis of figures for 2010 sent in by the nationâ&#x20AC;&#x2122;s top ce-

ramic producers confirms the findings of the 31st National Statistical Survey conducted by Confindustria Ceramica, and shows that, despite sluggish domestic sales, output and turnover are both slowly rising as a result of recovering exports.

the

The flagship and battleships Italyâ&#x20AC;&#x2122;s fleet of ceramic producers is firmly led by the Marazzi Group. Having completed investments of some 100 million euros in Italy, Marazzi closed 2010 with a turnover of 818.3

best

itali alia n companies

of 2010 million euros, 2.16% up over 2009. The Marazzi flagship is followed by the Concorde Group in second place (though final figures for 2010 have not yet been provided), and Panariagroup which registered a turnover of 285.2 million euros in 2010. Casalgrande Padana declared a consolidated turnover of over 283 million euros, 2.69% up over the previous year, thus repeating its feat of 2009 and climbing another step in the position table. This time around, Casalgrande Padana has passed the Coop Ceramica

Tile International 3/2011

Economy & markets

d’Imola Group, which actually turned over less in 2010 than it did in 2009 (-1.36%, reducing turnover to 274.9 million euros). Coop Ceramica d’Imola’s move down the table now puts it within reach of the next-in-line Finfloor Group, which saw its turnover in 2010 rise by a healthy 5.44% to 273.8 million euros. The achievements of GranitiFiandre deserve a special mention. A rise of 3.31% took the company’s own 2010 turnover to 190 million euros. In addition to this, as of 1 May 2011, GranitiFiandre has also leased the production and marketing divisions of Iris Ceramica. Since the aggregate turnover of both companies comes to around 400 million euros, the new grouping technically moves into third place behind only Marazzi and Concorde.

The light cruisers Continuing our analysis, we have to be impressed by the two-figure growth achieved by a number of companies with turnover below 90 million euros. At the top of the pile we find the Gold Art Group. Though their output remained substantially the same, the group turned over 88.2 million euros in 2010 (+13.6%). Gold Art also increased its workforce and began the in-house production of spray-dried powder for its own manufacturing cycle. The company even brought on-line a photovoltaic field with a total power of 1099 KWp. Next come Industrie Ceramiche Piemme who declared a turnover of 80.3 million euros (+12.15%). Piemme never needed to fall back on state benefits to reduce their workforce, and actually boosted production

and exports. The company also invested some 4.5 million euros in new glazing systems, presses and sorting lines. Furthermore, Piemme has already announced new investments for 27 million euros in 2011, to modernise its Solignano plant and improve its brand image. Then we have the Rondine Group who declared a 2010 turnover of 56.3 million euros, thus achieving the highest recorded rise over the previous year (+20.29%). This excellent result is due to the signing in March 2010 of a fiveyear contract to lease Ceramiche Sadon, Italy’s biggest skirting tile manufacturer and owner of the Maioliche dell’Umbria brand. Coem Ceramiche and Ceramiche CVV Castelvetro also closed the year with double figure growth: +17.55% for the former and +11.79% for the latter.

Though still a long way from pre-crisis levels, these figures confirm that things are indeed improving.

The fast ships So which vessels managed to hold a straight course and survive the tempest with the least damage? Three companies stand out, at the top, middle and bottom of the table respectively. Casalgrande Padana registered a turnover of 283.0 million in 2010 against 295.9 million in 2008 (a fall of just 4.35% down); the GoldArt Group registered a turnover of 88.2 million in 2010 against 90.5 million in 2008 (only 2.54% down); and Savoia Italia registered a turnover of 35 million in 2010 against 35.6 million in 2008 (a mere 1.68% down). ✕

THE FIGURES FROM CONFINDUSTRIA CERAMICA According to the figures released by Confindustria Ceramica, between them, the 172 companies in Italy’s ceramic tile fleet (9 fewer than in 2009) increased output by 5.29% (to 387.4 million sq.m), and recorded a total turnover of 4.629 million euros (+2.70%). These figures are the result of a 1.07% increase in sales (which totalled 412.8 million sq.m) achieved through an upturn in exports (+2.99%) large enough to counter the reduction in the domestic market (-3.15%). 2010 saw particularly positive trends emerging from the Far East (approx.

+17%), the Gulf (+7.7%), Eastern Europe (+5%) and South America (+4%), contrasting with a slight contraction in sales in Western Europe (-0.6%), these regions, between them, representing the most significant markets for Italian tiles. The NAFTA nations also achieved good results, though the figure of +8% recorded at the end of 2010 may well be overshadowed by double figure losses for the first part of 2011, caused by a recession in the building industry and an unfavourable euro/dollar exchange rate. During the first quarter of 2011, Europe experienced growth of

+4.7% overall, with impressive peaks in France (+8.8%), Germany (+8.4%) and the UK (+14%). These figures were beaten by those of Russia (+22%) and Africa (+20%). On average, the ceramic tile sector, which hopes to produce some 400 million sq.m in 2011 (+4%), has already enjoyed growth of 3.10% in value and 1.5% in volume. Good news on the employment front too: despite the undeniable losses recorded in 2010 (-5.05%), the number of employees for whom state benefits were being received fell by 30% from around 9,000 out of a total workforce

of 24,595 in 2009 to around 6,000 out of 23,352 in 2010. Company balance sheets are still being hit hard by energy costs, which are likely to rise even higher. Franco Manfredini, the chairman of Confindustria Ceramica, has called for further deregulation. 2010 also saw greater internationalisation, with delocalised production reaching 17% of total output. The 20 tile producing companies around the world controlled by Italian groups saw their output rise by 6.43% (to 115.7 million sq.m) and their sales by 5.88% (to 124.5 million sq.m).

Tile International 3/2011

Economy & markets MARAZZI GROUP

€ 818.3 milion (consolidated turnover)

2003: Euro 750.0 mil. - 2004: Euro 777.0 mil. - 2005: Euro 903.2 mil. 2006: Euro 964.1 mil. - 2007: Euro 984.0 mil. - 2008: Euro 976.8 mil. 2009: Euro 801.0 mil. This turnover was generated by the following companies and/or brands:

2009: Euro 183.9 mil. This turnover was generated by the following companies and/or brands: • GRANITIFIANDRE • PORCELAINGRES (Germany) • ECHNORIUNITE

• STONEPEAK CERAMICS (USA) • SAVOIA CANADA 10 mil. sq.m 2 factories: StonePeak in USA and Porcelaingres in Germany 75% 850

• MARAZZI (all markets) • MARAZZI TECNICA (all markets) • CERABATI (France)

• RAGNO (all markets) • KERAMA MARAZZI (Russia) • HATRIA (sanitaryware)

■ Production:

Production: ■ Internationalization:

90 mil. sq.m Marazzi Group has production in Spain, France, Russia and USA 80% (sales outside Italy) approx 6,000

■ Employees:

■

■ ■

Exports: Employees:

GRUPPO CONCORDE € 544.0 milion* (consolidated turnover 2009) * The figures published relate to 2009 and originate from public sources 2003: Euro 378.2 mil. - 2004: Euro 425.9 mil. - 2005: Euro 525.0 mil. 2006: Euro 581.0 mil. - 2007: Euro 651.0 mil. - 2008: Euro 669.0 mil. This turnover was generated by the following companies and/or brands: • CERAMICHE ATLAS - CONCORDE (Atlas Concorde - Keope - Supergres) • MIRAGE GRANITO CERAMICO • CERAMICA CAESAR (Caesar - Fap - Minerva) • NOVOCERAM (France) • CERAMICA MARCA CORONA • ITALON (Russia) • CERAMICA REFIN • META (ceramic body) • SVIMISA (raw materials) ■ Production: ■ Internationalization: ■

Exports:

■ Employees:

38 mil. sq.m 2 plants in Europe (1 in France and 1 in Russia) 65% (figure calculated on the basis of value) 2,300

GRUPPO IRIS

€ 385.5 milion* (consolidated turnover 2009) * The figures published relate to 2009 and originate from public sources

■ Internationalization: ■ Exports:

PANARIAGROUP

€ 285.2 milion (consolidated turnover)

2003: Euro 212.4 mil. - 2004: Euro 235.5 mil. - 2005: Euro 247.2 mil. 2006: Euro 351.5 mil. - 2007: Euro 354.4 mil. - 2008: Euro 328.0 mil. 2009: Euro 289.9 mil. This turnover was generated by the following companies and/or brands: • CERAMICHE PANARIA • CERAMICHE LEA • FIORDO INDUSTRIE CERAMICHE • COTTO D’ESTE • BLUSTYLE ■ Production: ■ Exports: ■ Employees:

• LEA NORTH AMERICA (USA) • FLORIDA TILE (USA) • MARGRES (Portugal) • LOVE CERAMIC TILES • GRES PANARIA PORTUGAL

14.8 mil. sq.m (floor tiles 88% - wall tiles 12%) - '09 figure 71% (figure calculated on the basis of value ) 1,741 (2009 figure)

CASALGRANDE PADANA € 283.0 milion (consolidated turnover) 2003: Euro 134.0 mil. - 2004: Euro 146.0 mil. - 2005: Euro 162.0 mil. 2006: Euro 178.3 mil. - 2007: Euro 294.0 mil. - 2008: Euro 295.9 mil. 2009: Euro 275.6 mil. This turnover was generated by the following companies and/or brands:

2003: Euro 430.2 mil. - 2004: Euro 447.9 mil. - 2005: Euro 311.6 mil. 2006: Euro 300.0 mil. - 2007: Euro 267.9 mil. - 2008: Euro 278.3 mil.

• CASALGRANDE PADANA • NUOVA RIWAL CERAMICHE (Alfa Lux. Saime-SanProspero. Eurodomus. Riwal)

Numerous companies belong to the Group, including

■ Production:

• IRIS • GRANITIFIANDRE (2010 details below) ** • ARIOSTEA • EIFFELGRES

■ Employees:

■ Production: ■ Employees:

**GRANITIFIANDRE

29 mil. sq.m 1,825

€ 190.0 milion (consolidated turnover)

2003: Euro 148.6 mil. - 2004: Euro 162.8 mil. - 2005: Euro 176.3 mil. 2006: Euro 199.1 mil. - 2007: Euro 229.4 mil. - 2008: Euro 219.4 mil.

Tile International 3/2011

■ Exports:

194.9 mil. Euro 88.0 mil. Euro

23.3 mil. sq.m Casalgrande Padana: 67% - Nuova Riwal: 43% Casalgrande Padana: 601 - Nuova Riwal: 494

GRUPPO COOP. CERAMICA D’IMOLA € 274.9 milion (consolidated turnover) 2003: Euro 358.3 mil. - 2004: Euro 369.1 mil. - 2005: Euro 386.4 mil. 2006: Euro 385.6 mil. - 2007: Euro 384.5 mil. - 2008: Euro 370.6 mil. 2009: Euro 278.7 mil. This turnover was generated by the following companies and/or brands:

Economy & markets

• COOPERATIVA CERAMICA D’IMOLA Sc 271.5 mil. Euro • IMEX TOP 32. Poland 1.8 mil. Euro • IMOLA MARKETING & SERVICE 3.7 mil. Euro ■ ■ ■

Production: Exports: Employees:

■ Production:

8.0 mil. sq.m (floor tiles 93% - wall tiles 7%) The Group has three logistics centres and a manufacturing joint-venture with Daltile in the USA. It also operates in Ukraine, through Zeus Ceramica, where its output reached 4.1 million sq.m in 2010 ■ Exports: 65% ■ Employees: 592 ■ Internationalization:

23 mil. sq.m (floor tiles 74% - wall tiles 26%) 73% 1,870

GRUPPO FAETANO-DEL CONCA € 124.0 milion (net of sales between group companies)

GRUPPO FINFLOOR TILES € 273.8 milion (consolidated turnover)

2003: Euro 113.5 mil. - 2004: Euro 121.3 mil. - 2005: Euro 130.7 mil. 2006: Euro 155.3 mil. - 2007: Euro 155.3 mil. - 2008: Euro 145.3 mil. 2009: Euro 128.0 mil.

2003: Euro 286.3 mil. - 2004: Euro 308.1 mil. - 2005: Euro 343.7 mil. 2006: Euro 355.2 mil. - 2007: Euro 343.4 mil. - 2008: Euro 330.6 mil. 2009: Euro 259.7 mil.

This turnover was generated by the following companies and/or brands: This turnover was generated by the following companies and/or brands: • CERAMICA DEL CONCA Spa • CERAMICA FAETANO SA (Rep. San Marino) • PASTORELLI Spa • DEL CONCA USA Inc.

• FLORIM CERAMICHE (Floor tiles Gres - Cerim - Rex) • FLORIM USA Inc.and subsidiaries • CASA DOLCE CASA (Casa dolce casa and Casamood)

■ Production:

■

Production: Internationalization: Exports:

■

Employees:

■ ■

18.9 mil. sq.m (floor tiles 93% - wall tiles 7%) 1 plant in USA 64% (figure calculated on the basis of value; Florim USA production was calculated as export) 1,409

RICCHETTI GROUP

■ Exports: ■ Employees:

GRUPPO SERENISSIMA CIR IND. CERAMICHE € 100.3 milion (consolidated turnover)

€ 196.7 milion (consolidated turnover)

2003: Euro 75.1 mil. - 2004: Euro 85.0 mil. - 2005: Euro 94.1 mil. 2006: Euro 100.4 mil. - 2007: Euro 105.0 mil. - 2008: Euro 104.0 mil. 2009: Euro 92.8 mil.

2003: Euro 306.4 mil. - 2004: Euro 291.6 mil. - 2005: Euro 281.3 mil. 2006: Euro 282.3 mil. - 2007: Euro 271.0 mil. - 2008: Euro 241.0 mil. 2009: Euro 194.5 mil. From 2004 the consolidated turnover is IFRS.

This turnover was generated by the following companies and/or brands: • SERENISSIMA • CAPRI • CERASARDA

This turnover was generated by the following companies and/or brands: • GRUPPO CERAMICHE RICCHETTI (Ricchetti - Cisa - Cerdisa) • EVERS AS (Denmark) • CC HÖGÄNÄS BYGGKERAMIK AB (Sweden) • KLINGENBERG DEKORAMIK GMBH (Germany) • CINCA SA (Portugal) • OY PUKKILA AB (Finland) ■ ■ ■ ■

Production: Internationalization: Exports: Employees:

12.0 mil. sq.m (floor tiles 89% - wall tiles 11%) 69% 480

■ Production: ■ Exports: ■ Employees:

ABK GROUP

13.6 mil. sq.m (floor tiles 85% - wall tiles 15%) plants in Portugal, Finland and Germany 83% (figure calculated on the basis of value) 1,646 (1,071 of which abroad)

• CIR • EXE • CERCOM • MOMO DESIGN CERAMICS 5.7 mil. sq.m (floor tiles 84% - wall tiles 16%) 68% 459

€ 89.9 milion (consolidated turnover)

2003: Euro 78.9 mil. - 2004: Euro 80.6 mil. - 2005: Euro 87.9 mil. 2006: Euro 92.5 mil. - 2007: Euro 102.2 mil. - 2008: Euro 105.1 mil. 2009: Euro 90.1 mil.

GRUPPO EMILCERAMICA € 155.8 milion (consolidated turnover)

This turnover was generated by the following companies and/or brands: • ABK Spa • ARIANA (part of ABK Group Spa) • FLAVIKER-PISA (part of ABK Group Spa)

2003: Euro 169.5 mil. - 2004: Euro 173.5 mil. - 2005: Euro 190.0 mil. 2006: Euro 206.0 mil. - 2007: Euro 210.5 mil. - 2008: Euro 190.0 mil. 2009: Euro 131.4 mil.

■ Production: ■ Exports: ■ Employees:

This turnover was generated by the following companies and/or brands: • EMILCERAMICA (Emilceramica - Ergon - Acif - Demetra - Provenza) • EMILAMERICA (USA) • CAOLINO PANCIERA (raw materials) • CERAMICHE VIVA • ZEUS CERAMICA (Ukraine)

4.9 mil. sq.m (floor tiles 73% - wall tiles 27%) 41% 332

follows » » 53

Tile International 3/2011

Economy & markets GRUPPO GOLD ART

€ 88.2 milion (consolidated turnover)

2003: Euro 61.7 mil. - 2004: Euro 71.3 mil. - 2005: Euro 73.0 mil. 2006: Euro 80.0 mil. - 2007: Euro 80.7 mil. - 2008: Euro 68.3 mil. - 2009: n.p.

2003: Euro 63.1 mil. - 2004: Euro 64.4 mil. - 2005: Euro 72.3 mil. 2006: Euro 75.2 mil. - 2007: Euro 79.6 mil. - 2008: Euro 90.5 mil. 2009: Euro 77.7 mil.

■ Production*:

3.4 mil. sq.m (floor tiles 72% - wall tiles 28%) 40% 374

■ Export*:

This turnover was generated by the following companies and/or brands:

■ Employees*:

• GOLD ART CERAMICA • IL CAVALLINO CERAMICA ARTISTICA • MANIFATTURA COTTO TUSCANIA • GOLD ART POLSKA • CERAMICA MANDRIO CORREGGIO • ENERGIE KER

GAMBINI GROUP IND. CERAMICHE € 64.2 milion * (consolidated turnover)

■ Production: ■ Exports: ■ Employees:

* The figures published relate to 2009 and originate from public sources

13.0 mil. sq.m (floor tiles 88% - wall tiles 12%) 40% 432

INDUSTRIE CERAMICHE PIEMME

2003: Euro 70.4 mil. - 2004: n.p. - 2005: Euro 72.3 mil. - 2006: Euro 66.0 mil. 2007: Euro 77.0 mil. - 2008: Euro 65.7 mil. - 2009: Euro 64.2 mil. This turnover was generated by the following companies and/or brands:

€ 80.3 milion

2008: Euro 89.5 mil. - 2009: Euro 71.6 mil.

• MANIFATTURA EMILIANA • CERAMICHE TEMPRA • M.E.G. (France) • PAREFEUILLE PROVENCE (France) • EPOCA • ELLE-GI CERAMICHE

This turnover was generated by the following companies and/or brands:

■ Production:

• INDUSTRIE CERAMICHE PIEMME Spa • PIEMMEGRES • CLUB ■ Production: ■ Exports: ■ Employees:

■ Exports:

• VALENTINO • SICED

■ Employees:

8.1 mil. sq.m (floor tiles 90% - wall tiles 10%) 74% 355

GRUPPO GARDENIA-ORCHIDEA

GRUPPO C.B.S.

€ 70.8 milion

This turnover was generated by the following companies and/or brands: • CERAMICA LA GUGLIA e KIS CERAMICHE • ALTRI MARCHI SATELLITI

This turnover was generated by the following companies and/or brands:

■ Production: ■ Exports: ■ Employees:

GRUPPO FINCIBEC

€ 64.0 milion (consolidated turnover)

2003: Euro 62.0 mil. - 2004: Euro 63.5 mil. - 2005: Euro 63.5 mil. 2006: Euro 73.5 mil. - 2007: Euro 79.0 mil. - 2008: Euro 74.0 mil. 2009: Euro 62.0 mil.

2003: Euro 102.2 mil. - 2004: Euro 98.0 mil. - 2005: Euro 98.0 mil. 2006: Euro 100.3 mil. - 2007: Euro 79.4 mil. - 2008: Euro 83.2 mil. 2009: Euro 70.2 mil.

• GARDENIA ORCHIDEA • VERSACE HOME

n.a. (floor tiles 92% - wall tiles 8%) 89% (Gambini Group only) 278 (Gambini Group. Parefeuille Provence. M.E.G.)

■ Production: ■ Exports:

• GARFloor tiles • CRYSTALKER

■ Employees:

3.7 mil. sq.m (floor tiles 55% - wall tiles 45%) 56% 350

GRESMALT

48 mil. Euro 16 mil. Euro

9.5 mil. sq.m (floor tiles 60% - wall tiles 40%) 37% 249

€ 63.4 milion (consolidated turnover)

* The figures published relate to 2009 and originate from public sources 2003: Euro 46.4 mil. - 2004: Euro 47.9 mil. - 2005: Euro 54.7 mil. 2006: Euro 59.3 mil. - 2007: Euro 68.3 mil. - 2008: Euro 65.0 mil. 2009: Euro 63.4 mil.

€ 70.8 milion (consolidated turnover)

2003: Euro 93.8 mil. - 2004: Euro 98.8 mil. - 2005: Euro 96.8 mil. 2006: Euro 100.2 mil. - 2007: Euro 99.8 mil. - 2008: Euro 85.2 mil. - 2009: n.p

This turnover was generated by the following companies and/or brands:

• SINTESI CERAMICA • ABITARE LA CERAMICA

• CERAMICHE DI FRASSINORO • GRESMALT

■ Production:

8.7 mil. sq.m 70% 243

• MONOCIBEC ■ Production: ■ Exports: ■ Employees:

• NAXOS

• CENTURY

■ Exports:

6 mil. sq.m (floor tiles 77% - wall tiles 23%) 58% 452

■ Employees:

SICHENIA GR. CERAMICHE € 53.0 milion (consolidated turnover) SANT’AGOSTINO

€ 66.0 milion

2003: Euro 70.2 mil. - 2004: Euro 72.6 mil. - 2005: Euro 73.3 mil.

* The figures published relate to 2008 and originate from public sources

Tile International 3/2011

Economy & markets 2006: Euro 75.1 mil. - 2007: Euro 70.2 mil. - 2008: Euro 67.1 mil. 2009: Euro 54.0 mil This turnover was generated by the following companies and/or brands: • SICHENIA • MAISON SICHENIA

• PHORMA

■ Production:

n.a. (floor tiles 82% - wall tiles 18%) 52% 333

■ Exports: ■ Employees:

GRUPPO ASCOT

2003: Euro 51.5 mil. - 2004: Euro 55.0 mil. - 2005: Euro 56.0 mil. 2006: Euro 61.5 mil. - 2007: Euro 66.0 mil. - 2008: Euro 63.0 mil. 2009: Euro 55.0 mil. This turnover was generated by the following companies and/or brands: • ASCOT

• DOM

■ Production:

n.a. (floor tiles 66% - wall tiles 33%) 38% 268

■ Exports:

CERINDUSTRIES

€ 59.0 milion

€ 52.0 milion (consolidated turnover)

2003: Euro 61.0 mil. - 2004: Euro 68.7 mil. - 2005: Euro 65.5 mil. 2006: Euro 67.0 mil. - 2007: Euro 75.0 mil. - 2008: Euro 58.0 mil. 2009: Euro 50.3 mil.

■ Employees:

RONDINE GROUP

€ 56.3 milion (consolidated turnover)

This turnover was generated by the following companies and/or brands:

2003: Euro 58.8 mil. - 2004: Euro 58.0 mil. - 2005: Euro 60.0 mil. 2006: Euro 75.0 mil. - 2007: Euro 71.0 mil. - 2008: Euro 67.0 mil. 2009: Euro 46.8 mil.

• CERDOMUS

This turnover was generated by the following companies and/or brands:

■ Production: ■ Exports: ■ Employees:

• L’ASTORRE

• PORCELLANA DI ROCCA

3.6 mil. sq.m 70% 249

• RHS (Rondine - Hilton - Sassolgrande) • KERMONT • SADON • SPRAY DRY (ceramic body) • FONTANA-BISMANTOVA ■ Production: ■ Exports:

complete list on www.tileitalia.it

■ Employees:

6.2 mil. sq.m (floor tiles 80% - wall tiles 20%) 50% 295

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See you at CERSAIE Pavilion 22- B261 20~24th Sep 2011 Bologna, Italy JOY

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Cersaie 2011

Welcome to Cersaie 2011

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

Tile International 3/2011

In order to reduce the event’s environmental impact, a threeyear project has been launched involving concrete actions ranging from waste reduction to optimisation of energy, water and paper usage (all publications and printed materials use FSC certified environmentally-friendly paper) and the promotion of sustainable transport (through agreements with TreniItalia for reduced fares on the high-speed

Cersaie 2011

Building in Omotesando, Tokyo and the 1987 Century Museum of Contemporary Art in Kanazawa, which in 1995 won her the Golden Lion at the 9th Venice Biennale International Architecture Exhibition. Winner of last year’s prestigious Pritzker Architecture Prize, Kazuyo Sejima has recently been working on other high-profile projects in Europe, including the Rolex Learning

Center at the Ecole Polytechnique Fédérale in Lausanne, Switzerland, opened in March 2010, and the new branch of the Louvre Museum in Lens, France, currently under construction. - “Power of the place” will be the theme of the talk given by Kengo Kuma, founder of the Tokyobased practice Kengo Kuma & Associates. His works include the Water/Glass House in Shizuoka,

the Toyoma Center for Performance Arts in Miyagi, the Stone Museum in Tochigi and the Nezu Museum in Tokyo. He is currently involved in a number of largescale projects in Europe and elsewhere, including the Arts Centre in Besançon, France and the Performing Arts Centre in Granada, Spain. A recurring theme of Kengo Kuma’s work is that of the void, which he uses

as a key component of architecture on a par with other building materials. “The void has the same importance in architecture that silence has in music,” Kuma argues. He sees architecture as a tool and an “act of respect” towards nature, the ability to combine design and technology, innovation and a return to traditions. ✕

OPENING ECONOMIC CONFERENCE 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.

Tile International 3/2011

Cersaie 2011

Architecture Gallery Building, Dwelling, Thinking In Gallery 25-26 - Tuesday 20 September at 6.30 p.m.

Ceramic Tiles of Italy International Press Conference with the participation of Giulio Andreatta, director general of the Italian Trade Commission ICE; Gianluca Marvelli, chairman of Assobagno; Vittorio Borelli, chairman of the Confindustria Ceramica Promotional Activities and Trade Fairs Commission; Franco Manfredini and Armando Cafiero, respectively chairman and director general of Confindustria Ceramica.

Numerous meetings will be held with key figures from the world of architecture and design: » Wednesday 21 September, 10.00 a.m.

APPOINTMENT with Patricia Urquiola, who will discuss the theme of “Interconnections between product design and architecture”

» Wednesday 21 September, 2.00 p.m.

APPOINTMENT with Kengo Kuma, who will give a talk entitled “Power of the place”

» Thursday 22 September, 10.00 a.m.

KEYNOTE LECTURE by Alessandro Mendini, a designer whose works are exhibited in museums and private collections the world over.

» Friday 23 September 11.00 a.m.

KEYNOTE LECTURE by Kazuyo Sejima, the first woman to curate the International Architecture Exhibition at the Venice Biennale in 2010 and the first woman to win the prestigious Pritzker Architecture Prize, again in 2010.

» Saturday 24 October, 11.00 a.m.

APPOINTMENT with RPBW - Renzo Piano Building Workshop: Lia Piano, director of Fondazione Renzo Piano, and architect Giorgio Bianchi will present the New York Times Building, “a skyscraper with a human face”, and the Morgan Library. Through a series of images, Giorgio Bianchi will reconstruct the story of the two buildings since 2001, when he walked with Renzo Piano amongst the ruins of the Twin Towers.

For the locations of the conferences along with the latest information visit the page http://www.cersaie.it/en/k_calendario_2011.php or scan the QRCODE on the right with your smartphone

Tile International 3/2011

Cersaie 2011

The Press village and the TV and Web village At the 29th Cersaie the Press Village space devoted to publishers in the Services Centre will also be hosting the TV and Web Village. A high-speed internet connection will allow live broadcasts to be made during the five days of the show. The Services Centre, traditionally used to host cultural and image events, will accommodate the stands of about 50 publishers specialising in ceramic tiles, bathroom furnishings, installation materials and services, interior design, architecture and urban design, both Italian (TILE EDIZIONI: Services Centre - stand no. 11, the first opposite the Piazza Costituzione entrance) and international (from Australia, France, Germany, the UK, Holland, Russia, Spain and the USA). As in previous years, the second TILE EDIZIONI stand will be located on the ground floor of Hall 19 - stand B18 (see map)

15 Ceramic tiles

INGRESSO CALZONI

INGRESSO NORD

Sanitaryware, bathroom furnishings, ceramic furnishings and fireplaces

INGRESSO MICHELINO

21 44

22/A Raw materials and equipment

Installation equipment and materials

26 CENTRO SERVIZI

INGRESSO COSTITUZIONE

30 45

25 32 48

31 34 33

Services

TILE EDIZIONI: â&#x20AC;˘ Hall 19, stand B18 â&#x20AC;˘ Service centre, stand 11

INGRESSO

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Cersaie 2011 by Chiara Bruzzichelli

Franco Manfredini is C Chairman of the Board or Directors of Casalgrande Padana. The general assembly of Confindustria Ceramica also voted unanimously to confirm him as the association’s Chairman for 2011 and 2012. We asked Franco Manfredini to expound his views on the market in general and to offer his opinion as to what objectives the association needs to adopt to safeguard the interests, position and image of Italy’s ceramic tile industry at this moment in time. Tile International: How are Italian ceramic tile exports doing? The first quarter of this year saw a rise in value of 3.1%. Has the second quarter confirmed this trend? Franco Manfredini: Italian tile exports showed clear signs of recovery throughout the first half of 2011, improving on the figures for the same period in 2010 and regaining some of the losses caused by the financial crisis.

Tile International 3/2011

A word from Franco Manfredini, Chairman of Confindustria Ceramica

The highest level of recovery was seen in value. In the first half of 2011, the value of our exports rose by 4.5% against a rise of 2.5% in volume. Tile International: Which markets are doing best? F. Manfredini: Over the first six months of this year, the building industry has recovered best in the countries of northern Europe, where GDP has also improved. Germany, France, Holland and the Scandinavian countries have all seen growth in new building. The nations of Mediterranean Europe are still struggling in the face of complicated financial situations. Southern Europe has also been hit harder by crises in real estate. This is certainly the situation in Spain, Greece, Italy and Portugal, though in the north of Europe, Ireland is suffering from the same malaise too. The Russian, Polish and Ukrainian markets are all picking up well, while those of south eastern Europe – Hungary, Romania

and Bulgaria – are still contracting. Italian exports to the USA are struggling, but this is because the entire US market is in crisis. Last year, America was one of the first countries to show signs of recovery, but this year growth has been suffocated by the enormous weight of the nation’s sovereign debt. One thing is becoming extremely clear: it is essential for Italy’s ceramic tile industry to maintain a commercial presence on all the world’s main markets. Italian tile producers need to maintain outlets everywhere in order to seize opportunities as and when they arise, no matter where they come from. Where companies have the necessary organisations in place, sales are picking up. Exact figures for exports to China and India are not yet available but we know they are growing rapidly. Tile International: How are the exports of medium-sized Italian manufacturers divided, region by region?

F. Manfredini: Average-sized companies derive around 80% of their export earnings from relatively nearby markets in Europe. Only the remaining 20% of export earnings comes from overseas and from the emerging nations. Generally speaking, I feel quite confident about the future of our industry. Over 70% of our turnover comes from exports precisely because we have what it takes to succeed. The best production technology is Italian. The most creative and best quality products are Italian. And our export capacity is supported by the best logistics. The Sassuolo area is not just a concentration of tile manufacturers. It is becoming ever more important as a logistics platform too. Sassuolo exports all over the world, and customers in Paris, for example, know that it takes less time for a pallet of tiles to reach them from Sassuolo than from anywhere in France. Efficiency was key to our achieving leadership of the market in the past, and it is essential for us to improve on that efficiency today. The Campogalliano-Sassuolo motorway link is a major step forward, but we also need better infrastructure to deliver products by rail. I’m referring, of course, to the need to complete the railway yards at Dinazzano and Marzaglia. Our association is playing a fundamental role in pushing for better infrastructure, as it is in negotiations to contain energy

Cersaie 2011

costs. Given the results of the recent referendum, and the decision to abandon all plans for nuclear energy, Italy needs to speed up the construction of new gas storage facilities so that we can store more natural gas and buy in bulk at lower prices. Tile International: What are the prospects for the domestic market? F. Manfredini: The whole property market is in deep crisis in Italy. New building has virtually stopped, and a large number of newly completed buildings are standing empty and unsold. Surveys are pointing to the refurbishment of old buildings as the only area likely to see any growth for some time. The government therefore needs to introduce new measures to put the housing programme back on track. So far the programme has had almost no effect. We need to incenti-

vate the refurbishment of existing buildings without making further inroads into the green belt. At this moment in time, on an international level and even more so on a domestic level, we are still suffering from the effects of the global financial meltdown, on top of all the problems that Italy has accumulated over the last few decades. Our ceramic tile industry nevertheless has what it takes to achieve a high level of production, probably around 450 million sq.m a year. Tile International: In such a dramatic period of recession, how has the role of industry associations changed? F. Manfredini: In times of crisis like the present, industrial associations have an even more important role to play. Our members need more support to handle their day-to-day problems and to interpret market

trends over the medium to long term. Our association also needs to give businesses the sort of mindset they need to assume their social responsibilities. It’s no longer enough to set up and run a company. You also need to manage it well in every sense of the word, and this requires a lot of effort, commitment, market research and organisation. Tile International: How will Italy’s ceramic industry look after the current restructuring process? F. Manfredini: In a market economy, it’s the market and the rules of the market that decide who survives and who goes under, so the market will also determine the shape of our sector in the long term.To comment briefly on what has happened so far, we’ve actually seen very few companies shutting their doors. What we have seen is a lot of re-

organisation. Companies have downsized their production capacity to lower levels than in the past, and they have applied for state benefits to reduce their workforce too. It’s impossible to predict what the future will bring, though, largely because a lot will depend on the level of sales permitted by the financial crisis currently gripping the world. Tile International: So just how important is Cersaie in all this? F. Manfredini: Cersaie is still the top international exhibition for ceramics. Proof of this is the fact that around a third of exhibitors come from outside Italy, and visitors to the event come from over 140 different countries. Cersaie is also a by-word for Italian ceramics, Italian culture, and new Italian talent. Cersaie hosts some of the most prestigious displays of art, architecture and design to be found under a single roof. ✕

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Cersaie 2011

Companies showcased

Bien Seramik »

Name: Barca

Material: porcelain tile

Colours: white

Sizes: 40x40 cm, 30x80 cm

Korzilius » » » »

Tile International 3/2011

Name: Perlato Material: porcelain tile Colours: blue, white Sizes: 90x30 cm, 90x15 cm, 60x30 cm, 60x15 cm, 30x30 cm

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Cersaie 2011

Iris »

Name: e-wood

Material: porcelain tile

Colours: white, blonde, grey (also with ACTIVE Clean Air & Antibacterial Ceramic treatment), oak, black

Sizes: 90x22.5 cm, 90x15 cm, 90x11cm, 30x30 cm, special formats

Fogazza »

Name: Patchwork

Material: graniglia

Colours: grey, light blue, green,

Sizes: 18 decorated pieces,

yellow 20x20 cm; seven single-colour pieces, 20x20 cm

Litokol »

Name: Litochrom Starlike® Bianco Assoluto

Description: a new snow-white version of Litochrom Starlike®, Bianco Assoluto is now available in new UV-Resistant formulations. These new formulations have obtained certification of conformity for UV-Resistance from the University of Modena and Reggio Emilia, plus another patent (in addition to the one obtained in 2007). The new formulation uses an extra-fine particle size, which yields a particularly polished, highsheen surface, even without the use of additives, and is suitable for grouting 15 mm joints and tiles installed without gaps.

Tile International 3/2011

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Cersaie 2011

Montolit »

Name: Masterpiuma

Description: high-quality professional tile cutters, die-cast aluminium frame; protractor square fixed to the machine with a calibrated fastener. Made of steel and mounted on springs, the tile cutting tables are also suitable for large formats (supplementary supports). The larger machines (over 75 cm) have been updated by increasing the dimensions of the guide bar to ensure maximum straightness and rigidity across the entire range of use. The 125 cm and 155 cm versions can be equipped with the internationally patented Vertigo support frame

Fiandre »

Name: Class Extreme

Material: through-body

Colours: ivory, dune, pearl,

porcelain tile ebony »

Sizes: 150x75 cm, 75x75 cm, 75x37.5 cm

Gardenia Orchidea »

Name: Acquerelli

Material: single-calibre, white-body, double-fired wall tiles; coordinated glazed porcelain floor tiles

Colours: white, ivory, tobacco, grey, green, light blue and lilac

Sizes: wall tiles 20x50 cm, floor tiles 41x41 cm

Tile International 3/2011

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ispirazione naturale

CERSAIE 2011 PAD.25 STAND A146-B147 www.novabell.it

Cersaie 2011

Progress Profiles » Name: Protect J - T - Q » Description: a new series of patented profiles designed to protect sharp edges and corners of tiling for slim gauges of 3 to 4.5 mm - such as Laminam, Kerlite, mosaic etc. - in order to avoid chipping on the edges of doors, wardrobes and kitchen worktops, for any kind of covering. Protect J: rounded mitre profile; Protect T: slim “L” profile; Protect Q: square profile. Available in two surface finishes: silver anodised aluminium, chrome polished aluminium

Eiffelgres »

Name: Pietra d’origine

Material: technical porcelain

Colours: ecru, dark brown, ivory, khaki

Sizes: 90x60 cm, 90x30 cm, 90x15 cm, 60x60 cm, 60x30 cm, 30x30 cm, 15x60 cm, 10x60 cm, 5x60 cm + accents and trim pieces

Technokolla »

Name: Technodue

Description: new, two-component, cementbased adhesive belonging to the Technokolla glues and adhesives range. Technodue is available in two colours: white and grey. The powder (white or grey in 25 kg sacks) must be mixed with the latex (6.5 kg drum), to form a uniform paste free from lumps

Tile International 3/2011

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MATERIA E IDEE PER L’ARCHITETTURA

w w w.e i f f e l g r e s .c o m

Cersaie 2011

Everstone »

Name: Hip-Hop©

Material: marble mosaic

Colours: six shades

Sizes: 300x300x8mm

Tagina »

Name: Wire compact Out

Material: high-thickness porcelain tile (20 mm)

Colours: white, grey, black,

Sizes: 60x60 cm

sunlight, gold, taupe

Emac »

Name: Novocanto® Moaré

Description: aluminium profile developed by the famous fashion designer Francis Montesinos, for protecting the edges of walls tiled with ceramic. Drawing inspiration from Baroque forms, it evokes the undulating movements of premium fabrics. Available in silver, gold or black finish

Tile International 3/2011

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ECCELLENZA CERAMICA DAL 1961

Prodotto: W-AGE di PROVENZA

www.acif.it

www.ergontile.it

www.emilceramica.it

www.ceramicheprovenza.com

www.cerviva.it

Cersaie 2011

Siri »

Name: Italy 100

Description: tile-cutter for porcelain and ceramic tiles, with special voltages available to order, direct transmission from motor to disc, 8A IP 54 rocker switch, cooling with immersion pump and flow control tap; motor unit slides on four adjustable, inclining metal carriages for mitre cuts (45°); square for linear and diagonal cuts, support square for diagonal cuts, lateral extension for large formats, and wide cutting table (58x45 cm); linear cuts up to 100 cm, diagonal cuts up to 70x70 cm, thickness 4 cm; supplied with 200 mm diameter diamond cutting disc; 0.75 kW motor, weight 50 kg. Made entirely in Italy, Italy 100 features folding feet for ease of transport.

Sadon »

Name: Taverna di

Bacco Material:

Colours: ruby,

porcelain tile pomegranate, straw-yellow »

Sizes: floor tiles: 30.4x30.4 cm, 15x30.4 cm wall tiles: 15x15 cm

SchlüterSystems KG » Name: Kerdi-Line-D »

Description: new frameless drainage channel covering. This solution is especially designed for showers made of natural stone and is available in eight lengths for all thicknesses. It is compatible with all linear drainage systems for the innovative Schlüter-KERDI-LINE series for barrier-free showers

Tile International 3/2011

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CERSAIE 2011 PAD 15/A STAND G7-H8

Cersaie 2011

Paradyz »

Name: Ebano by My Way

Material: porcelain tile

Colours: natural

Sizes: 9.8x44.8 cm, 9.8x59.8 cm, 14.8x89.8 cm, 14.8x119.8 cm, 19.8x119.8 cm

Rako »

Name: Unistone

Material: porcelain

Colours: white,

tile beige, grey, greybrown, black »

Sizes: 60x60 cm, 30x60 cm, 33x33 cm and trim pieces

Azulev

Tile International 3/2011

Name: Quarzita

Material: porcelain tile

Colours: beige, grey

Sizes: 60x60 cm, 30x60 cm

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Cersaie 2011

Cotto Thai Ceramic »

Name: Marmo Granito

Material: porcelain tile

Colours: black, white, dark grey, light grey

Sizes: 60x60 cm, 60x120 cm

Dural »

Name: Basic Line

Description: ultra-flat, stainless steel shower grille measuring just 55 mm in height. High drainage capacity (60 mm wide outlet) of 0.58 l/s (DN 40) and double odour blocking system. Available in eight different lengths (from 300 to 1150 mm) with 11 mm high frame. The set includes the Square polished stainless steel grille with chrome finish. Durabase WP seal also available

Provenza »

Name: W-Age

Material: porcelain tile

Colours: marrow,

Sizes: 15x90 cm,

heartwood, ring, cortex 15x60 cm, 60x60 cm

Tile International 3/2011

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â&#x20AC;&#x153;i Bizantini presents new-generation surfacesâ&#x20AC;?

www.ibizantini.com sales@ibizantini.com

Magmarmo/Bioquarzo are new-generation surfaces created by heat and reminiscent of hard primordial natural stones formed from volcanic magma. The dual composition of these materials, consisting of Magmarmo (solid rock particles, quartz and silica powders and kaolin, with a firing temperature of 1300Â°C) and Bioquarzo (nano-glass particles, base powders of natural origin for glass production, sintering from 0.7 to 0.9% of melting point), gives them outstanding technical characteristics and makes them highly resistant to attack from household chemicals, wear, abrasion and scratching. These qualities are a result of the high-temperature firing process that eliminates the presence of any resin type plastic binder, making the new surface suitable for any application or climatic conditions. Magmarmo and Bioquarzo are water-repellent and stain resistant. They are not subject to thermal expansion and are unaffected by external atmospheric agents or UV radiation.

Cersaie 2011

Casalgrande Padana »

Name: Granitogres, Architecture series

Material: fine porcelain tile

Colours: white, beige, light brown, dark brown, light ivory, dark ivory, cool grey, warm grey, light grey, medium grey, dark grey, black

Sizes: 30x60 cm, 60x60 cm

Inax »

Name: Dent Cube

Material: porcelain tile

Colours: sand, anthracite, with inserts in various materials and colours

Sizes: modules measuring 30x30 cm with individual tesserae of 4.7x4.7 cm; thickness 1 and 1.8 cm

Desvres »

Name: Wood Design

Material: porcelain tile

Colours: wengé, doussie, maple, oak

Tile International 3/2011

Sizes: 13x80 cm

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inimitable Enjoy something special: steuler l design has the colours, materials and tile designs that give you the ability to transform your dream home into reality. The new tile lines of steuler l design: Everyday Comfort â&#x20AC;&#x201C; Fashionable Style.

Cersaie 2011

Sichenia »

Name: Pavé Wall

Material: porcelain tile

Colours: white, black, grey,

Sizes: 16.5x41 cm

beige, cement

Niro Group »

Name: Inside Out

Material: porcelain tile

Colours: ivory, medium grey,

Sizes: 30x60 cm, 60x60 cm

buff, dark grey, black

Verde 1999 »

Name: Moonstone Nero

Material: glazed porcelain tile produced using digital technology

Sizes: 40x80 cm, 50x50 cm, Multisize Package

Tile International 3/2011

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Cersaie 2011

Grespania »

Name: Meteor

Material: porcelan tile

Colours: white, grey, dark grey, anthracite, black, moka

Sizes: 60x60 cm, 30x60 cm, 14,5x60 cm, 30x30 cm

Comedil »

Name: Natura Pietra

Material: porcelan tile

Colours: blue, grey, white, beige

Sizes: 120x120 cm, 120x60 cm, 120x30 cm, 60x60 cm, 20x20 cm (tumbled)

Raimondi »

Name: RLS - Raimondi Levelling System

Description: a patented system of levelling spacers designed for the installation of large formats and new slim-gauge tiles. The system consists of a base - transparent, 1.6 mm thick and equipped with a central bridge - and a wedge: the base is positioned under the tile; the wedge, meanwhile, is inserted under the bridge by means of a special gripper, which makes it possible to adjust the pressure exerted on the surface. This prevents the base from breaking and ensures a perfectly levelled surface

Tile International 3/2011

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Bathroom&Surfaces by Silvia Bertolani

Inside the project with Nilo Gioacchini

Research, innovation, technology and new projects are key market requirements in almost all sectors, along with optimisation of spaces, resources, time and costs. The rules for creating products with a strong design content are becoming increasingly complex, bound up as they are with continuously evolving technological criteria, eco-compatible market trends and a growing need to combine aesthetics with ergonomics. The situation in the bathroom sector is even more complex and companies face a very real risk of simply re-elaborating existing products, turning out mere variations on an all too familiar theme. The bathroom has an age-old history. The first archaeological records of sewer systems date from around 3,000 BC, while traces of something resembling the modern bathroom appeared in Crete almost 1,000 years later. Over the centuries, the bathroom underwent numerous transformations, often reflecting historical and social changes, but it was not until 1950s America that it was conceptually incorporated into

Tile International 3/2011

the modern home. Today, all over the world, the bathroom is envisaged as a small but fully-furnished living space. Sanitary fittings have likewise undergone many changes in recent years, from the lengthwise alignment of the WC and bidet about 25 years ago to back-to-wall solutions, and most recently wall-hung fixtures. Since then, manufacturers have faced a very real risk of indulging in mere stylistic exercises without producing anything genuinely new in terms of content. However, a truly innovative change, on a par with that of the lengthwise alignment of the WC and bidet, has now been introduced by renowned Florentine architect Nilo Gioacchini. For more than 35 years he has been involved in projects in collaboration with leading Italian and international companies, winning many industry awards, and in 2007 embarked on a partnership with Hatria, a member company of the Modena-based Marazzi Group which specialises in the production of ceramic sanitaryware and furnishing accessories. The stimulating environment and the support provided by the companyâ&#x20AC;&#x2122;s Style Centre team gave him the perfect opportunity to adopt a new and highly systematic approach to design projects, effectively tackling them from the inside and working outwards. Hatria, which has a new state-ofthe-art facility in Teramo in the central Italian Abruzzo region, was very enthusiastic and highly receptive to a working approach organised in this way, demonstrating once more exactly why it is at the forefront in

Bathroom&Surfaces

terms of both products and company philosophy. The fruitful partnership between Nilo Gioacchini and the professionals at Hatriaâ&#x20AC;&#x2122;s Style Centre began with the production of Area, a washbasin system based on a ceramic volume of variable width with an oval basin that can be placed in various positions. This was followed in 2008 by the Grandangolo line, a system intended as a metaphor for a perspective concept of space that won Hatria Marazzi Group the

Comfort&Design award and the Next Energy Award at the Mostra Convegno in Milan, and Fusion, a versatile collection of WCs and bidets designed with compact shapes and dimensions to adapt to any spatial requirements. But the real breakthrough in the world of sanitary fittings came in 2009 with the G-Full system, a solution created as a response to new design requirements that has won the Red Dot Award and is currently in competition for the Compasso dâ&#x20AC;&#x2122;Oro award.

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Tile International 3/2011

Bathroom&Surfaces

We met architect Nilo Gioacchini at the Marazzi Group offices in Modena and asked him to explain to us the origins of this integrated one-piece sanitary system which combines the WC and bidet in a single ceramic surface, originally of length 140 cm but now also available as 120 cm. To truly understand the significance of G-Full, we attempted to explore the project from the inside, starting out from its organic layered concept in which the various levels are organised synthetically and in such a way

Tile International 3/2011

as to optimise spaces. The first major revolution concerns the design of the bathroom itself. Instead of the traditional layout based on a series of individual points at which the sanitary fittings are located, the G-Full design adopts a linear, unitary and fluid approach in order to fully exploit the entire perimeter of the bathroom, including the corners. For this purpose, Gioacchini and the Hatria Style Centre developed a single one-piece unit that incorporates both the WC and the bidet. However,

this meant reversing the customary sitting position on the bidet, so to make the bidet easier to use in this new configuration Gioacchini, in cooperation with tap manufacturer Nobili Rubinetterie, devised a series of double outlets to provide a more convenient water jet, and integrated the recessed controls ergonomically into the ceramic surface. To maintain the linearity of the surface, a special solution had to be adopted for the toilet seat. Made of thermoset material, the seat is very thin and is

secured to the ceramic one-piece surface by means of a neodymium magnetic system that allows it to be simply lifted off for ease of cleaning. These major design efforts on the part of Hatria once again demonstrate the companyâ&#x20AC;&#x2122;s long-term vision and attention to research and development. The next level of the project focused on ways of optimising spaces and resources and led to the idea of a lid that covers the one-piece sanitary system, transforming the surface with its integrated fittings into a convenient bench or base. Available in both composite and heat-shaped solid wood versions with a water-repellent treatment (the same type of wood as used on boats), the lid weighs 13.5 kg and is assembled with a servo assisted opening and closure system that allows it to be locked in any position. Safety technology also used by car maker Maserati prevents the lid from opening or closing suddenly and prevents risk of injury to hands, a particularly important precaution when children are present. The G-Full system introduces a new perspective to the bathroom, a kind of philosophical third dimension in which the fittings themselves acquire dignity and freedom, becoming objects with a multiplicity of uses. But the multifunctional features donâ&#x20AC;&#x2122;t end here. To complete the systemâ&#x20AC;&#x2122;s modularity, it is also able to integrate a series of suspended drawers below the ceramic surface which serve to cover the traps and provide a storage capability. This adds a fourth and fifth level to G-Full, transforming it into an authentic furnishing element. This revolutionary project by Hatria and Nilo Gioacchini represents a real breakthrough in the history of the sanitaryware sector. It marks the point at which sanitary fixtures sacrifice their individuality to become fully integrated components of a system

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that stands out for its completeness and versatility. The conventional barriers between product sectors have also been broken down by the innovative marketing aspects of this all-round project, aimed at both the private and hotel sectors. The G-Full system is highly flexible and is available in right or left hand WC versions and in numerous combinations with the new G-Full washbasin. A deep basin can be used in place of the bidet to create a fully integrated bathroom in a small of less than 1 square metre while preserving the system’s linearity. The G-Full one-piece system can also be integrated with Hatria Easywarm technology, likewise designed by the Hatria Style Centre and architect Nilo Gioacchini in 2008. This system warms the ceramic surface by means of brass pipes

located below the washbasins and the radiant surfaces, which channel hot water and thereby heat the ceramic surfaces, pleasantly warming the whole bathroom. Along with the G-Full system, this technology (already featured in the ADI Design Index) was selected as one of the 100 best Italian design projects submitted to the 22nd Compasso d’Oro ADI 2011 competition. This major recognition granted by the Osservatorio Permanente del Design ADI pays tribute to Hatria’s ongoing efforts and commitment in the field of research and development. Quality, aesthetic and technological research and compliance with principles of eco sustainability are the mainstay’s of Hatria’s strategy and activities. ✕

HATRIA

is the Marazzi Group member company that specialises in the production of ceramic sanitaryware and furnishing accessories. The innovative technologies adopted at the new cutting-edge manufacturing facility in Teramo have allowed the company to develop a constantly-evolving range of products created in collaboration with major players in the world of design. Aesthetic research, advanced technology, design and functionality, reliability and tradition have always been the mainstays of Hatria’s strategy and activities.

SOME FIGURES

2010 turnover: 25.2 million euro Employees in 2010: 230 Awards: - 2005 COMFORT & DESIGN award, from standards to form, for the product Sculture - 2008 COMFORT & DESIGN award and Next Energy Award at the Mostra Convegno in Milan, with the Grandangolo system for Hatria Marazzi Group - 2008 mention in the ADI DESIGN INDEX 2008 for the Easywarm project from Hatria Marazzi Group - 2009 mention in the ADI DESIGN INDEX for the product G-FULL from Hatria Marazzi Group

Tile International 1/2010

Bathroom&Surfaces by Mara Corradi

Water resources: what contribution can be made by design? The document “Safe Water as the Key to Global Health” published by the United Nations University International Network on Water, Environment and Health (UNU-INWEH), 2008 estimates that diseases resulting from poor water, sanitation and hygiene account for almost 10% of the total global burden of illness. When we turn on a tap to wash our hands or clean our teeth and distractedly allow more water to flow out than we really need, we are forgetting that we are wasting a precious resource that could have saved lives somewhere else in the world. So what contribution can be made

by design? The systems and equipment that supply us with water and which we take for granted in our daily lives could in fact incorporate design features that remind us to save this important resource. Taps are a typical example. These devices have now reached an extremely high degree of sophistication in terms of design, production and communication and devote the utmost attention to grip ergonomics and tactile appeal. Of course there’s nothing wrong with this, indeed it’s the purpose of design, but more attention could be given to the more universal goal of water saving. The special relationship

Gattoni - ICARUS St Rubinetterie - CHANGE

Tile International 3/2011

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Bathroom&Surfaces

Cea - NEUTRA

that design has succeeded in creating between objects and users could be exploited to foster a more conscientious use of water. In other words, we should avoid falling into the trap of allowing beauty to equate with superficiality and focusing attention exclusively on satisfying individual whims but instead seek solutions for global needs. Many companies are already taking steps to respond to an ethical need that in all probability will become a vital characteristic of the market. In the very near future, sanitary fittings with low water consumption are likely to become not just a key competitive factor but an essential prerequisite for operating in the market. With a view to providing better information and allowing users to make more informed choices, the Swiss Federal Office of Energy SFOE outlines the characteristics that sanitary

fittings must have in order to qualify for EnergyLabel classification, a scale that assigns different letters on the basis of energy saving performance. Many of the products now on the market adopt solutions proposed by the SFOE. While the standard flowrate of taps for washbasins and bidets is around 12-13 litres/minute and that of shower heads up to 18-20 litres/minute, products are already available that adopt flow reducers, integrated or applied flow regulators (aerators), or systems that offer a simple water saving mode. Letâ&#x20AC;&#x2122;s look at a few.

Production with an eye to ecology: saving waterâ&#x20AC;Ś St Rubinetterie has launched a new line of single-lever taps called Change that have the unique design

Hansgrohe - GREEN

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Tile International 3/2011

Bathroom&Surfaces

Hansgrohe - GREEN Axor - BOUROULLEC

feature of interchangeable levers, allowing the home owner or hotel proprietor to vary the aesthetics of the bathroom as he chooses. This tap incorporates a flow reducer with a declared 50% water saving. By mixing air with water, Gattoni Rubinetterie offers a declared water saving of 30% on its new Icarus tap, which uses a flow reducer to maintain an effective jet and avoid the annoyance of water splashes.

Tile International 3/2011

On its washbasin and bidet taps, CEA adopts filters with a flow limiter of 5 litres/minute. The shower heads from the Neutra line deliver a remarkable level of efficiency, incorporating a patented water/air mixing filter that allows for a water saving of 13 litres/ minute (reducing the flowrate from 18 to 4-5 litres/minute), without sacrificing the beneficial massage effect. Hansgrohe’s research and development department has a long

tradition in the study of water saving solutions and recently patented Ecosmart, a system based on an O-ring that responds in different ways to variations in water pressure. When the pressure is high, the O-ring reduces the water volume, but when it is low it opens the aperture so as to keep the delivered flow of water constant. Adopted on all the company’s tap lines from washbasins to shower heads, this solution brings a variable

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reduction in water flow, cutting water consumption by more than half (7.2 litres/minute compared to the standard 13 litres/minute of the washbasin and bidet and 20 litres/minute of traditional shower heads). The sensation of a full, pleasurable jet is maintained and the delivered volume actually increased due to diffusers that incorporate particles of air into the water. The German company also adopts this technology on one of its latest lines, Citterio M designed by Antonio Citterio and sold under the Axor brand name. Roca is likewise devoting considerable efforts to eco-friendly design. After developing the W+W system in which the washbasin water is recycled as flushing water for the WC and non-toxic alloys are used for the production of taps, it is now launching its Thesis tap line which incorporates the Ecodisk system to cut water flow by 50%. A typical example of a system designed to remind us to conserve valuable water resources is the so-called WS Water Saving cartridges, which are designed to limit the effects of accidentally activating the tap lever. One such solution is Ideal Standard’s Eko cartridge which it has adopted for example on the new Attitude tap line. The first lever position brings a 50% water saving, whereas pushing the lever past the resistance allows the entire available volume of water to be used.

Saving energy… Many companies are now adopting temperature limiters, not just to protect against scalding but also to reduce energy consumption. This is the concept

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Bathroom&Surfaces

Roca - THESIS Nobili - ABC

behind the thermostatic tap, a device that not only serves to maintain water at a comfortable preset temperature but is also a means of reducing water consumption. The fact that it is no longer necessary to manually locate the correct mixture of hot and cold water reduces wastage. Roca has adopted a similar solution based on a new cartridge that affords greater mobility of the mixer lever, allowing the comfort position to be reached more rapidly.

Saving water and energy To encourage more careful use of both water and energy resources, in accordance with the SFOE guidelines on sustainability design

some companies have designed the internal cartridge movement in such a way that only cold water is supplied when the control lever is aligned with the water outlet (and therefore in the closed position). This year Nobili has launched Nobi E and Abc E, a further two models that follow in the footsteps of New Road E, the first ecofriendly model produced in 2010. Isa Idrosanitaria has developed a tap called Rondo with a progressive cartridge that prevents mixed water from flowing out until a certain angle of rotation of the lever is reached. At smaller angles only cold water is delivered, avoiding the risk of accidentally turning on the boiler in response to a request for hot water. â&#x153;&#x2022;

Ideal Standard - ATTITUDE Isa - RONDO Tile International 3/2011

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Project

A loft on the Cairo skyline

Egyptian architect Hisham Ghorab and the design team of Style Design, Listone Giordanoâ&#x20AC;&#x2122;s partner in Cairo, have designed an astonishing new space extending over an area of more than 1,500 sq.m overlooking the Nile. The aim of the project was to create a multifunctional VIP area consisting of offices, business suites, an entertainment area, a wellness centre and a gym. Architect Hisham Ghorab compared this project to the work conducted by other architects

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Project

in New York and London, who have created modern lofts by converting existing spaces used for other purposes during the previous decades.The Cairo project differs in that it was carried out in an entirely new building where the typical loft elements of light and space were exploited to create a luxurious and welcoming interior design space. Listone Giordano parquet was used in various installation patterns, including large-format Wenge square blocks produced to the specific design of the ar-

chitect and his team. The full-height windows provide a splendid view of the city and its skyline over the Nile. The effect of a single horizontal wood surface that is projected outwards creates the illusion of floating on the Nile. The Wenge plank floor covering with Natif natural finish creates a splendid contrast with very clean styling, the perfect setting for the furnishings created by leading international designer names. The interior of the wellness cen-

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tre is dominated by the use of teak, not just on the floors but also in the relaxation area, around the pool, and for decorating the false ceiling with its integrated lighting system. The gym is equipped with Technogym exercise machines, while the use of teak floors from the same Listone Giordano Plank collection creates a warm, inviting ambience. â&#x153;&#x2022;

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Made Expo 2011 by Chiara Bruzzichelli

MADE expo in the spotlight

Videos on Made Expo

MADE expo, the trade show devoted to the world of architecture and building design, is preparing for this year’s appointment (Milan Rho 5-8 October 2011) with a packed programme of initiatives. In 2010 the event attracted 242,152 attendees (23,810 international visitors) and hosted more than 1,700 exhibitors (254 non-Italian companies) in an exhibition space of 90,000

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square metres. This year it will be focusing on innovation, technological development and the design world. Plenty of space will be set aside for innovative and high-performance products capable of combining aesthetics, environmental sustainability and a focus on the trends that are expected to dominate the building market over the next few years, namely remediation of the existing building stock, reno-

vation and redevelopment and social housing. One of the new features of the fourth edition is Components & Contract, the new exhibition of components, materials, technologies and machinery for design, contract and interior decoration which aims to help the sector locate new sales channels. Following last year’s success, the Building Technique Forum will be back with a packed programme

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of conferences and debates on issues ranging from protection of the environment and sustainability to social housing, materials and technologies for seismic building, fire-protection technologies, technological innovation and control systems. The second edition of “Borghi & Centri Storici” will showcase the sector’s technical expertise in the field of restoration, design, bioarchitecture and new energy sources while

Made Expo 2011

exploiting the opportunities offered by the Italian heritage of more than 5,000 historic towns and old city centres suitable for renovation. MADE expo also gives the maximum visibility to social housing with an exhibition and a conference organised in cooperation with My Exhibition. The exhibition entitled â&#x20AC;&#x153;Social Home Design 2011â&#x20AC;? will be held in a 1,000 square metre space focusing on architecture, contract design and building which will showcase four houses designed by prestigious architects, prefabricated and furnished in accordance with the principles of social housing and Italian design. Plenty of space will also be given

to themes of the environment, the contemporary habitat and sustainable architecture. With AAA Agricoltura, Alimentazione, Architettura (Agriculture, Food, Architecture), an initiative devoted entirely to new trends in green architecture, Made expo will be transformed into an ecofriendly building site where participating companies will present proposals that fully comply with principles of environmental sustainability, combining technical and professional development with urban progress and promoting a useful interchange of knowledge and expertise between architects, engineers and agronomists. â&#x153;&#x2022;

Discounted travel for MADE Expo participants Lufthansa German Airlines offers a comprehensive global route network linking Milan with major cities around the world. As the Official Airline of MADE Expo, Lufthansa offers special prices and conditions to all participants. To make a reservation, please click on this link and enter the access code ITZUES in the "Access to Event Booking" area.This will open an online booking platform that will automatically calculate the discount offered or provide you with an even better offer if another promotional fare is available. NOTE: Pop-ups must be enabled otherwise the booking platform window will not open. These promotional fares are also available through your IATA / ARC travel agent. Travel agents can obtain ticketing instructions by sending an email to lufthansa.mobility@dlh.de and providing the access code as a reference.

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Made Expo 2011

Companies showcased

Siri » Name: Avant »

Description: professional tilecutter for ceramic and porcelain. Equipped with sprung tables for facilitating tile separation, and ground chromed steel guides with anti-corrosion treatment, this system stands out for its high precision, smooth movements and durability. Available in five versions, with adjustable square on both sides and measuring scale for angles of - 45 to + 45°.

Alberani Parketti »

Name: Espace Opera Rovere Grafite XL

Description: two-layer, pre-finished floorboards in heat-treated oak, bevelled on all four sides, consisting of a 5 mm layer of hardwood on a birch support. Available in sizes 19x120/220 cm, with a thickness of 16 mm, and three finishes: hand-planed, heattreated oak; grey pickled, and waxeffect varnished.

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design:gruppobento photo:metalli

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STILART Anversa, Arles, Dublino, Granada, Oslo, Oxford, Praga, Siena. Collection of special oiled finishes and treatments available on Oak floor, solid floor, two layers and three layers wood floors. Stilart. 100% Made in Italy since 1965. STILE PAVIMENTI LEGNO S.P.A. via dei laghi 18 Bivio Lugnano 06018 CITTA’ DI CASTELLO (PG) ITALY tel. +39.075.86.47.61 e-mail: stile@stile.com

www.stile.com

Made Expo 2011

Friulparchet »

Name: Barrique

Description: a line of wood flooring featuring planed and brushed effects that suggest expert craftsmanship, and highlight the natural splendour of European oak. Available in various standard colours and in a varnished and oiled version, this flooring can be supplied in personalised colours to customer specification. Sizes: 1800/2100x145/190x15 mm

Val-Tile »

Name: Venis

Description: a line of natural stone (slate, quartzite, sandstone) from the Chio collection, interwoven with strips of leather, wood, metal and glass. Available in size 30x60 cm, it offers a wide range of assembly combinations, and solutions of high aesthetic impact, which harmonise perfectly with their surroundings.

Friul Mosaic »

Name: Opus

Description: a mosaic from the Classic collection designed for hotels, spas and private houses. Characterised by the juxtaposition of tesserae of different sizes (each module measures 28.5x28.5 cm), it is available in green, light blue, calacatta, yellow and chestnut, and can be enhanced with additional motifs to generate exceptionally elegant and original forms and patterns.

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Wood Design Wood-look tiles, for natural living

Cofrac Italia Via Socrate 3 - 42048 Rubiera (RE) - Italy tel. +39 0522 262 587 - fax +39 0522 621 490

by Desvres

www.desvres.com

Made Expo 2011

Bertolotto »

Name: Natura

Description: the new lacquered, engraved or pantographed doors draw inspiration from flowers, trees, leaves and other natural elements, thereby combining traditional decorations with contemporary design. The decorations are reproduced, engraved or pantographed onto a thick layer of MDF; the door-leaf has a square frame with radiused edges; the lacquering is uniform. The standard hinge is the new flushmounted model. The styling is sober, the component parts of the door are coplanar and the anti-displacement device fitted in the frame ensures perfect alignment over the years.

Available with sanded, engraved or extra light Natura decorated glass: 14 different designs by BC&I

MP Misterparquet »

Name: Class Extreme

Material: through-body porcelain tile

Colours: ivory, dune, pearl, ebony

Sizes: 150x75 cm, 75x75 cm, 75x37.5 cm

Mapei »

Name: Mapetherm Tile System

Description: a surface insulation system that allows the application of ceramic, natural stone and thin-gauge, large-format coverings. The system is made up of the following components: Planitop HDM Maxi, a highly flexible, fibre-reinforced, two-component cement mortar; Mapegridg 120, AR glass fibre netting; Mapethermtile Fix 15, expansion anchors with galvanised steel screw; Ultralite S2, lightweight, single-component cement adhesive; Elastorapid, highly deformable, two-component cement adhesive; Ultracolor Plus, quick-drying, quick-setting mortar with antiefflorescence polymer; Mapesil LM, neutral silicone grout, for sealing expansion joints with movement of up to 25%.

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Burj Khalifa, Dubai, UAE

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Atlantis, The Palm, Palm Jumeirah, Dubai, UAE

The TTh hhee W Waatter teer er Cu Cubbe, e, e N Naati ttioonal n Aq na Aquat u ics ua css Ce Ceent nttr nntr tre, e, BBei e jjin ei inngg,, CChi Chhhiina na

SN NA NAP AP AP IT

For additional company information snap the image with your phone. Get the free app for your phone at http://gettag.mobi

Proven Products Around the Globe. LATICRETE is a family owned worldwide manufacturer of products used for the installation of tile and stone. For over 50 years now, LATICRETE has been known for high performance installation materials for both residential and commercial tile and stone installations. From underlayments, waterprooﬁng, sound and crack isolation, ﬂoor warming, tile adhesives, and grouts, LATICRETE offers the products, systems, warranties and technical support to help projects become a success. Visit www.laticrete.com for more information. +39 0187 897470 l mariani@laticrete.it A-4095-0811

Come see us at Cersaie Stand 36 Area 45

Made Expo 2011

Woodco »

Name: Miràll

Description: three-layer wood flooring with mirror finish in oak, available in seven colours (Pure White, Mist Grey, Smoke Grey, Night Black, Antique Ivory, Siena Brown, Burgundy Red). Available with a brushed finish and 90 gloss varnish; bevelled on all four sides. Sizes: 1860/1900x148 mm (also in width 190 mm to order) and with total thickness of 15 mm (top layer: 3.7 mm)

Tek Arredamenti »

Name: Revolving Jolly

Description: the ideal series for presenting products in their different variants by turning each panel through 360° showing it from its most congenial angle. Available in a sliding, revolving version with 6 or 10 double-sided panels (100x200 cm) for a total of 12 or 20 displayed items. The options list includes single infill systems or single-bridge infill systems for combined solutions with multiple elements.

Montolit »

Name: Big Brooklyn Evo

Description: electric tile cutters for cutting extra large tiles, in 125 and 155 versions (the figure refers to the maximum workable length in cm). Large, rectangular-section tubular steel frame, large stainless steel support tables; square designed on the basis of the “central system”, which keeps the measurement of the side unchanged regardless of the angle of inclination of the cut and/or disc. Now equipped for the first time with the “tile squeeze” clamping system.

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Advertising

EASY LEVEL - LEVELLING SYSTEM TM

SIRI PATENTED

de y MnaItal i

WWW.SIRI.MO.IT

info@siri.mo.it

CERSAIE: BOOTH N.13 EXTERNAL AREA 44 c

W NE

easily and quickly. -Minimum required joint is 1.5 mm - 2/32” -Tile thickness: 3 mm - 1/8” to max 12 mm - 1/2” Both positioning and removal of the spacers of levelling system are easy and quick. HOW TO USE: -One or more supports must been insert under tiles along the 4 sides, then the other tiles can be added. -Slide-ring (b) the support (a) and rotate clockwise (c). -During the tightening hold the support (a). -Once the adhesive is set the protruding part of the support must be removed in the direction of joint, with a hammer or foot (d).

41122 MODENA - Via Dalla Costa, 44/46 Z.I. TORRAZZI Tel. +39 059 313191 - Fax +39 059 311362

Made Expo 2011

Arco Design »

Name: X5

Description: pull-out, wall-mounting display unit with 5 frames. Does not require direct fixing to wall. Also available in the X5 Cover version, with lacquered wood boards for frontal closure

SK »

Name: BGS 250 and BG 250

Description: effective, versatile, easy-to-use, single-disc, diamond floor-grinders, ideal for preparing concrete surfaces before laying coverings; roughening tiles, vitreous stoneware and other materials; removing cement residues and irregularities in concrete surfaces; removing paints, resins, adhesives, and even for removing old coverings. The BGS 250 is a compact, manageable model designed for small to medium residential applications; the BG 250 is designed for work on large areas. Their design features make them the ideal solution in terms of speed and effectiveness.

Original Parquet »

Name: Olivo

Description: available both in the classic, traditional formats (lamparquet and small strip) and in two-layer pre-finished small and large strips and large boards, all with a thickness of 15 mm (4 mm layer of hardwood). The large strip in composite solid olive with tongue and groove fitting and a thickness of 16 mm is especially distinctive.

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Advertising

skycolors Stardust

STUCCHI PER PIASTRELLE GROUTING FOR TILES

Eyes: Moonlight Lips: Gold

Lo stucco brillante a cui non saprete resistere

Marslight

Blackstar

The brighting grout you can’t resist Elegante, prezioso, sempre perfetto. Skycolors Shine è una linea di stucchi brillanti, luminosi e preziosi che illuminano qualsiasi ambiente e sono particolarmente indicati per centri wellness, bagni e locali che necessitino di un’elevata igienicità. Ad altissima valenza estetica.

Elegant, precious, ever perfect. Skycolors shine: a range of brilliant, shining and precious epoxy groutings, ideal for every kind of application. Particularly suitable for wellness centers, baths and areas which need a perfect cleanness. Very high aesthetic performances.

Scelti per qualità Chosen for its quality sottofondi, impermeabilizzanti, adesivi, stucchi e prodotti speciali per l’edilizia substrates, waterproofers, adhesives, grouting and special products for the building sector

Tel. +39 0536 862269 - Fax +39 0536 862660 www.technokolla.com - marketing@technokolla.com

Moonlight

Silver

Seashell

Gold

Occhi: Moonlight Labbra: Gold

Art & Culture by Silvia Bertolani

Morandi Studio weighs anchor!

Imagine the colours of the Caribbean, the gentle undulation of the waves, and the fragrances and natural wonders of landscapes like none you have ever seen. Imagine, in other words, a cruise in the

Tile International 3/2011

world's most beautiful waters, on board an equally attractive and sophisticated cruise ship, both in terms of service and facilities. This is the world of contract construction, a sector that encompasses hotels, restaurants and

even cruise ships, which is highly attractive for suppliers from every industry, including the ceramic industry. We are on the premises of Morandi Studio, a niche player in the ceramic processing business, based in the ceramic clus-

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ter centred around Sassuolo. We are welcomed by Marco Morandi, who not only owns the company but also serves as its Artistic and Creative Director. And perhaps a lot more besides. Marco Morandi â&#x20AC;&#x201C; who was born

Art & Culture

in 1952 and is Sassuolo-born and bred â&#x20AC;&#x201C; rarely mixes with the rest of the district. Even the site of the company reflects this characteristic, and takes the form of an anonymous-looking hangar in a back-street of the industrial area of Muraglione. Inside the plant there are a few kilns â&#x20AC;&#x201C; one of which was made to measure for firing a 2.9-metre ceramic tree that's now on display in the offices of the Municipality

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Art & Culture

Marco Morandi

of Sassuolo â&#x20AC;&#x201C; and numerous racks and shelves accommodating sculptures, works of art and mosaics; some completed, others still in progress. And it is his works that make this apparently anonymous site an exclusive centre of excellence. It is immediately clear that the processing work offered by Morandi Studio cannot properly be defined as "industrial". It would be more appropriate

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to say that it is created on a "to design" basis, where the "design" usually relates to concept shops for the fashion world, international showrooms and even exhibitions in major art galleries. Not to mention the coverings of entire reception areas or swimming pools on board the most exclusive cruise ships of Costa CL, Princess Cruises, Carnival CL, Holland America CL and Walt Disney Imagi-

neering. â&#x20AC;&#x153;The industry sustains the artâ&#x20AC;?, explains Marco Morandi, who has managed to turn his passion for art into a well-established and long-standing career in the sector. Because Marco Morandi started working with ceramic in 1972, when he produced his first works, which went on to be displayed in various galleries in Ita-

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ly and abroad (Sassuolo, Modena, Bologna, Florence, but also Los Angeles, Tokyo, London, Paris, Budapest, Miami and Stockholm). These were the first steps that led him into various experiences of work and study, until he founded Morandi Studio in 1977. Work and a passion for art thus converged into a single identity, aimed at embracing the most diverse expressions of ceramic: from restorations and remodell-

Art & Culture ings of historic floor and wall coverings, to major partnerships with the ceramic industry – Concorde Group and Florim – for which he produced trim pieces, decorations and designs for collections. Such is the industrial experience that enriches the artistic curriculum vitae of Marco Morandi, giving him a rare versatility and ability to cross-reference. Another major step forward came in 1993, when Marco's wife, Cristina Fantuzzi, joined the company. She targeted the business at firms of architects in Italy and worldwide, thus setting in motion an intense and profitable partnership with the contract construction sector, with particular reference to cruise ships, which now account for 70% of the company's turnover, which is divided equally between Italy and the international market. This branch has enabled Morandi Studio to consolidate its worldwide reputation still further, thanks to the quality of its works, which involve painstaking attention to detail at every stage of the process, thus further enriching a background that was already full of wide-ranging experience and a host of major contacts. Contact with architects and artists from all over the world has

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refined Marco Morandi's capacity to approach ceramic in a hands-on, all-embracing manner: his awareness of the high value of a material that's as humble and ancient as it is rich and versatile has given him access to international interlocutors, who are more likely to look upon ceramic as a premium or cult material thanks to that whiff of culture that derives from its history and ongoing development. It is undeniable, after all, that industrialisation has endowed ceramic coverings with excellent technological characteristics, in the form of large formats, slim gauges and digital reproductions of exceptionally high fidelity, all at totally competitive prices. But it is equally clear that such full-on use of technology also prompts a rediscovery of ceramic art and culture. “It's important to have a clear understanding of the difference between decoration and art: both are very important, but they imbue the work with a different soul. One gives rise to a product, however excellent, and the other to a work of art”. Marco Morandi has never stopped pushing back the frontiers of his art, and continues to experiment with the decoration that serves it. And the results speak for themselves. ✕

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of origin of visitors of turnover of represented sector

foreign visitors

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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omniadvert.com

countries

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WWW.LIVINGINTERIORS-COLOGNE.COM

p re se n ts :

DESIGN. DECORATE. LIVE. THE EVENT FOR BATHROOMS, FLOORING, WALLCOVERINGS, LIGHTING AT IMM COLOGNE, 16 – 22. 01. 2012 Organized in collaboration with

Koelnmesse GmbH, Messeplatz 1, 50679 Köln, Germany, Tel. +49 180 5 91 3131, Fax +49 221 821-99 1180, livinginteriors@visitor.koelnmesse.de

ink different

DESIGN, PRODUCTION EQUIPMENT, SERVICES AND DIGITAL OR TRADITIONAL TECHNOLOGIES FOR A NEW CONCEPT OF CERAMIC DECORATION

see you at

Since 19 years Tecnografica has been thinking, running and working hard for ceramic tile industry. Thanks to its dreams, passion and great teamwork, Tecnografica is constantly creating and developing the design and the new techniques for the most modern ceramic technologies.

from the 20th up to the 24th of september 2011

Palazzo dei Congressi Sala Gialla e Sala Rossa

Italia Tecnografica S.p.A.

Espa単a Tecnografica Iberica Design S.L.

w w w.tecnogr af ica .net