Tile International 1/2011 by Kairos Media Group (div. ceramics)

ISSN2039-8301

Mosbuild & Coverings

2011

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ECCELLENZA CERAMICA DAL 1961

Prodotto: W-AGE di PROVENZA

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January-March 2011 - N. 1

Tile Edizioni, keeping abreast of the times

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: - Roberto Aiazzi - Silvia Bertolani - Gian Paolo Crasta - Sara Falsetti - Paola Giacomini - Andrew Whitmire - Josef Woodard • Secretariat: info@tiledizioni.it • Translation: - Geoff Day - John Freeman

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Where did you read it? Where did you see it? Until a couple of years ago, the only possible answers to those questions were: “in a magazine” or “on television”. But the pervasion of the internet into our lives, and the multimedia approach it has brought with it, has profoundly changed all that. So the world of information is adapting to developments and expanding into the virtual world. This publishing house is no exception. Online since 2002 with a web magazine (www. ceramicworldweb.it), which is updated daily, we are now stepping up our multimedia presence.

will launch and redirect you to the relevant multimedia content published on the internet.

A few months ago we opened a Tile Edizioni profile on Facebook and Twitter, so as to keep social network users up to date with developments in the world of ceramic. As of this issue, Tile International will include Quark Codes. If you scan these new interactive codes with the camera of a smart phone or computer, the device’s browser

What drives us is the desire to keep providing readers with quality content in step with the times. As Apple founder Steve Jobs said at the recent D8 (a major American digital technologies conference): “The world will always need highquality, professionally reported information”.

Also with effect from this month, we are offering readers the chance to browse and download the electronic version of all our magazines free of charge until the end of the year. And we are preparing a specific application for l-Pads and E-readers, which will give our readers access to our content at any time, from anywhere. In the meantime, we have already optimised the graphics of www. ceramicworldweb.it for perfect navigation with an I-pad.

Happy reading!

HOW TO BROWSE AND DOWNLOAD THE MAGAZINES FREE OF CHARGE To subscribe free of charge to the online version of our magazines, simply go to www.tiledizioni.it/freesubscription, www.tiledizioni.it/freesubscription select the titles you are interested in and enter the promotional code TILE0610

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.

HOW TO USE QR CODES To read the QR code, simply open the QR code-reading programme on your computer or smart phone and scan the code with the device’s camera. If you don’t have the programme, you can download it free of charge by typing one of the following links into your phone’s browser: http://reader.kaywa.com or http://get.beetagg.com/en/qr-reader/download

TILE EDIZIONI ALSO PUBLISHES:

Advertiser's list

Contents

Arezia

Ascer

75/77/79

Azulev

Batimatec

Bien Seramik

Casalgrande Padana

Emilceramica Everstone

Gambarelli

Grespania I Bizantini IIEA Iris Ceramica Kale Litokol

Inside Front Cover 5

12 24 26 30 32 42 46 -

by Chiara Bruzzichelli

Tilefax In the spotlight Turkey makes strong economy The re-launch of Ceramiche Gambarelli Group

by Paola Giacominii by Chiara Bruzzichelli

Coverings 2011 And Coverings moves to Las Vegas Products Economics&Markets - The U.S. begins its recovery

by Andrew Whitmire

6 14/16

Mosaico Digitale

NovaBell

Profilpas

Progress Profiles

Raimondi

Rondine Group

Saudi Ceramics

Schlüter Systems

Tagina

TCNA

Technokolla

Tek Arredamenti

80 9 Back Cover

TopCer

Turkish Association

VitrA

Green Building LEED Gold certification for Schlüter System

Inside Back Cover

Tecnografica

In a changing world

Montolit

TLS Europa

Editorial

44/45

Exporama

GranitiFiandre

11 -

50 -

Architecture Walkway through art and history

54 5666 70 72 74 -

by Roberto Aiazzi

Josef Woodard

Mosaic Small detail, big impact

by Silvia Bertolani

Products

MosBuild 2011 Coundown to MosBuild 2011 Looking to Eastern Europe

by Chiara Bruzzichelli

From Russia with hope

by Gian Paolo Crasta

The aesthetic evolution of ceramic in Russia

by Gian Paolo Crasta

Cover picture by: ORIGINAL STYLE - www.originalstyle.com, Cersaie 2010 Photo by: Giancarlo Pradelli (www.giancarlopradelli.com) Advertiser’s list: page 8 Subscription order form: www.tiledizioni.it/subscription Translations: Geoff Day / John Freeman

Advertising

Editorial

by Chiara Bruzzichelli

In a changing world... Tile International 1/11, which is distributed worldwide to coincide with the international trade fairs Coverings (Las Vegas, Nevada, USA 14/17 March) and Mosbuild (Moscow, 5/8 April), provides extensive coverage of both the United States and the Russian and East European ceramic tile markets. For both areas, we have analysed general market trends and commented on the available data. We have also produced separate “Product Galleries”, in such a way as to present collections that reflect the tastes and fashions of the different geographical areas. The United States construction industry continued to suffer severely in 2010. Even the exceptionally low mortgage rates and reductions in government taxes failed to kick-start the market, resulting in a further fall in foreclosed real estate prices.

New house prices remained equally low, due to a drop in demand of about 21.2% on the previous year, according to data updated to November 2010 and provided by the U.S. Census Bureau. The figures for new residential building start-ups improved, however, and indicate growth of 7.5% on 2009, according to the NAHB (National Association of Home Builders). Compared with the past, however, these figures remain low. The causes of the crisis are well known: high unemployment, which has more than doubled compared with just three years ago and rose from 9.3% in 2009 to 9.7% in 2010, and record numbers of foreclosures in 2010 amounting to almost 2.9 million (+1.7% on 2009 and +23.2% on 2008), thus flooding the market with empty homes and piling yet more downward pressure

on prices. A further increase in foreclosures is forecast for 2011, but the trend is expected to reverse the following year. The news is not all bad, however: GDP in the United States has shown constant growth over the past five quarters, after four consecutive quarters of collapse. Interest rates on 30-year mortgages dropped to an alltime low of 4.69% in 2010. And in the light of low mortgage rates, repressed consumer demand and expected improvements in the employment situation, the NAHB is forecasting a 21.1% increase in new home building and a 26.6% increase in new home sales this year. The outlook is brighter in Eastern Europe, where the figures confirm that recovery is already under way. Russia in particular saw a return to growth in 2010 thanks to an upturn in domes-

tic demand and high revenues from energy exports. Increases in commodity prices and the gradual normalisation of credit conditions also undoubtedly played a key role. Either way, GDP rose by 4.7% in 2010, as against a Central/Eastern European average of 4.2%, and tile consumption, driven by investments in construction work, recorded a larger increase than the area as a whole, with +4.5% as against +3.4%. All in all, the East European countries, which were viewed with such anxiety in 2008, have proved themselves capable of returning to growth at a much quicker pace than their West European neighbours. A prime example is Turkey, the world’s fifth largest emerging economy, which recorded the highest growth rate in Europe in 2010 and one of the 10 highest worldwide. ✕

HOW TO BROWSE AND DOWNLOAD THE MAGAZINES FREE OF CHARGE To subscribe free of charge to the online version of our magazines, simply go to www.tiledizioni.it/freesubscription www.tiledizioni.it/freesubscription,,, select the titles you are interested in and enter the promotional code TILE0610 In order to read the QR Code with your mobile phone you need to download the correct software. Please connect to the following web address with your mobile phone browser to download it: http://www.i-nigma.mobi For more information on QR codes visit: http://tinyurl.com/help4qrcode

Tile International 1/2011

Tilefax

Companies, News & Markets LUXENTI: THE NEW BRAND OF COSMO PARQUET

WINNERS OF 2011 ALFA DE ORO AWARDS ANNOUNCED

ravent, a bearing wall made with extruded porcelain tile, to which wall tiles are attached without any need for complicated metal struc-

Cosmo Parquet SpA, a leading manufacturer of

As usual, the Spanish Ceramic and Glass As-

tures, and in such a way as to allow sufficient

pre-finished wood flooring is changing its name

sociation announced the winners of the Alfa

aeration for the assembly to be classified as a

to Luxenti and adopting a new logo, conveying

de Oro Awards at Cevisama.

ventilated facade.

a new image.

The winners of this edition were Azulejos Plaza,

Alfa de Plata awards, meanwhile, went to Cer-

The name “Luxenti” was chosen because it

Esmlaglass-Itaca Grupo and Sierragres. Azule-

acasa, Ferro Spain and Keros Cerámica. Cera-

evokes the effects and sensations that light gen-

jos Plaza won an award for developing the

casa was picked for Ecom4Tile, a tile with high

erates when it strikes wood flooring, while at the

Eco-Logik series, which contains a high per-

thermal inertia that generates considerable

same time alluding to the word “luxury”, which is

centage of recycled waste from the ceramic

energy savings by using nano-batteries.

an appropriate description of high-value floor-

and glass production cycles, and includes a

Ferro Spain won an award for its range of col-

ing. Like their forebears, Luxenti products are

new boracic product, which reduces emis-

ours for digital decoration, and for its films for

made entirely in Italy, and now go by a name

sions and yields significant energy savings.

protecting decorations made using digital

that has both an Italian and international ring

Esmalglass-Itaca

technology.

to it, thus emphasising the company’s embrace

Grupo

Lastly,

of both the Italian and international markets,

an Alfa de Oro for

Cerámica

with products of Italian design, taste and manu-

developing a new

ceived an award

facture.

family

for Drytile, a porce-

“The new logo, created by 1185design, an inter-

with

national agency, contains both classic and

possible

modern elements in an unusual combination,

duce

thereby conveying sensations of harmony and

digital technology

low environmental

elegance at the same time,” explained Roberto

only.

impact

Mancini, Managing Director of Luxenti, “in keep-

Sierragres won an

duced

ing with Luxenti’s range of wood flooring, in

award

consumption.

received

glazes,

which to

tiles

for

Keros re-

lain tile made with

pro-

a “dry” production

process,

using

Sier-

offering and

re-

energy

which tradition and innovation coexist, giving customers an extensive choice of styles.” With this change, Cosmo Industrie SpA is proceeding with the corporate re-launch it em-

KALE GROUP OPENS CONCEPT STORE IN ERBIL, IRAQ

barked upon in 2008, when a new group of

intends to increase its market share in the countries with the fastest economic development. Kale opened a string of showrooms in 2010, in-

shareholder entrepreneurs took over Cosmo,

Kale Group has set up the construction indus-

cluding in Baku, Dubai and Abkhazia.

which had almost 20 years’ experience in the

try’s largest concept store, in Erbil in Northern

Other stores are scheduled to open in 2011 and

production of quality parquet under the Cosmo

Iraq. The opening ceremony, held on 10 Febru-

2012, in India, Arabia, Libya, Russia and the Cau-

Parquet brand.

ary, was attended by Aydın Selcen, the Turkish

casian republics. Thanks to over 300 distributors

The new management has upgraded the pro-

ambassador to Iraq; Hacı Sabah Ahmet, Vice-

and thousands of stores, 50% of Kale’s exports

duction facility, updated the product range and

Minister of Industry; Zeynep Bodur Okyay, Chair-

go to the European Union, 20% to the Middle

is now giving the company’s brand and image

man of Kale Group, and Ahmet Haci Ali Yusuf

East, 10% to North America and the remaining

a makeover under the new name Luxenti.

and Kemal Eksi, the two shareholders of Diwan

20% to the rest of the world. Kale is Turkey’s lead-

Company who will manage the store.

ing ceramic manufacturer, and is ranked third in

In expressing his satisfaction at the opening of

Europe and tenth worldwide.

Tile International 1/2011

the new store in Erbil (530

Its target for 2011 is to

sq.m), Zeynep Bodur Okyay

increase exports by a

explained that Kale Group

further 25%.

Tilefax

☞

Also read on www.CeramicWorldWeb.it

150 x75 cm, will provide the “canvas” for the visu-

awards and certifications already obtained by

al description of the ideas proposed and the

Casalgrande Padana in its 50 years of business.

projects derived from them. The plans produced

Awards such as these testify not only to the com-

GranitiFiandre, a leading Italian manufacturer of

by the participants will go on display in an exhi-

pany’s constant commitment to research and

top-end, through-body porcelain sheet, cele-

bition to be held as of 12 May in the company’s

innovation, but also to its particular sensitivity to

brates fifty years in business in 2011 and half a

megastore in Via Guido Reni in Castellarano

issues such as accountable growth, sustainable

century of worldwide success and achievement.

(Reggio Emilia, Italy). For further information:

development, respect for the environment and

Since 1961, GranitiFiandre has stood out on the

www.granitifiandre.it, marketing@granitifiandre.it

social responsibility.

HAPPY 50TH BIRTHDAY TO GRANITIFIANDRE GROUP!

Italian business scene, as the voice of innovation, style and environmental awareness. This is confirmed by the company's attainment of ISO 14001 and EMAS certification, and its compliance with LEED and ANAB certification criteria (declared by the ICEA as a “Product certified for green building”). The GranitiFiandre Group has

MAKEOVER FOR PROGRESS PLAST: INTRODUCING PROGRESS PROFILES SPA…

always believed in a strategy founded on innovation at the service of the environment, which, together with Italian design and style, has been a primary lever in its promotion of sustainable development. “This business philosophy is be-

BIOS ANTIBACTERIAL CERAMICS FOR THE ADI DESIGN INDEX 2010

hind the development and recent success of

On 1 January 2011 Progress Plast officially changed its form from that of SRL to SpA and changed its name to Progress Profiles SpA (its

our revolutionary Active Clean Air & Antibacteri-

The ADI’s Permanent Design Council has select-

VAT number, tax ID code and all other data re-

al Ceramic™,” explained Graziano Verdi, Chair-

ed the Bios Antibacterial Ceramics tile collec-

main unchanged).

man and Managing Director of Fiandre. “A lat-

tion, manufactured by Casalgrande Padana, for

At the same time, the company also changed

est-generation ceramic sheet, it is the fruit of

inclusion in the 2010 ADI Design Index. The ADI

its logo to a stylised “eye”, designed to express

years of research and, by using titanium dioxide

Design Index 2010 is the third and last volume in

graphically the spirit of an increasingly forward-

applied at high temperature in micrometric

the triennial cycle that brings together the win-

looking company, ready to embrace the innova-

form, it contributes to purifying the air of nitrogen

ners of the 22nd edition of the ADI Compasso

tion demanded by the market.

oxides and making floor and wall coverings

d’Oro Award. With a history of over 50 years, the

The company is a rapidly expanding, leading

cleaner, healthier and more hygienic. It is no co-

award has become the most prestigious design

player in the technical profiles sector, and its

incidence that our Active sheets will play a star-

accolade for goods, services and systems de-

new logo - which will be the hallmark of its entire

ring role at a forthcoming event to celebrate the

signed and produced in Italy, and has built up

new communication campaign - re-interprets

50th anniversary of the company's founding”.

the largest Historic Design Collection, which was

the existing corporate colours and symbols, to

In fact, at our usual spring open day (“Porte Ap-

declared in 2004 to be an “asset of national in-

express creatively and effectively the strengths of

erte”) to be held on 12 May 2011, GranitiFiandre

terest” (Italian Ministerial Decree 22-04-2004).

an entrepreneurial identity with a marked open-

will be challenging architects, designers and

The annual selection was made from over 2000

ness to change.

specifiers to write a new chapter in the compa-

products presented according to a rigorous pro-

In brief, the new logo and communication style

ny’s history, through the formulation of a new

cedure and exclusive criteria of merit to the ADI

has striking visual impact and reflects the high

concept of wellness. This is the idea behind “Ac-

Permanent Design Council, made up of some

profile of a continuously evolving company with

tive Lab: imagination, creativity, reality. New ide-

200 experts, organised into committees operat-

bright prospects for the future.

as of wellness”, a workshop intended to stimu-

ing at three different levels: territorial, thematic

late innovative proposals for new approaches to

and final selection. This important endorsement,

“green” living.

won with a high-tech, high-performance prod-

Active Taxos Extreme sheets, in sizes 75x75 and

uct, will take its place among the many quality

Tile International 1/2011

Also read on www.CeramicWorldWeb.it

☞

ADVERTISING

Decor

Tilefax

The grout becomes a decorative Wall Finish.

“MICHELANGELO ARCHITETTO” BY LISTONE GIORDANO

often unfinished (or indeed unstarted) projects, such as the Basilica di San Giovanni dei Fiorentini in Rome. Three-dimensional models of some

An exhibition entitled “Mi-

of Michelangelo’s greatest

chelangelo Architetto” cu-

projects have been pro-

rated by Pietro Bruschi and

duced for the occasion. The

Also read on www.CeramicWorldWeb.it

☞

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Decor

Tilefax

3 uses in one unique product

Wall Finish NEW PRODUCTS FROM DURAL

GARDENIA ORCHIDEA: ECOSTONE, THE ECOLOGICAL PORCELAIN TILE

Dural presents two major new products for the

Grout

Adhesive

The additive DECOR, when added to the Starlike grout, creates a mortar that is easily applied as a wall ﬁnish. It allows to cover the walls with the same material and the same colour of the grout; it is therefore possible to create colour combinations between the coverings where Starlike has been applied and the surrounding walls.

www.starlike.it

profiles sector: Squareline PVC and DuoFloor.

After patenting its Crystal Ker technology for the

Squareline PVC is the new PVC profile designed

production of floor and wall coverings with a

for right-angled edging of ceramic floor and

thickness of just 3 mm in 2008, Gardenia Or-

wall tiling. The new profiles combine strength

chidea is now reasserting its commitment to the

and sturdiness with modern looks, making them

environment by presenting Ecostone.

ideal for creating design-oriented environments

Ecostone contains 40% pre-consumer recycled

without compromising on cost-effectiveness.

material (glass flakes, reclaimed clay and by-

Squareline PVC comes in four colours (black,

products from the production process) and is

white, silver/grey and jasmine) and three differ-

made by means of an innovative, flexible pro-

ent sizes (7, 9 and 11 cm), thus making it adapt-

cess. This process is based on reducing rejects,

able to a full range of contexts and require-

re-using and recycling materials, and optimis-

ments.

ing every phase of the transformation cycle with

Designed primarily for parquet and laminate

a view to minimising energy consumption, efflu-

flooring, DuoFloor is an elegant and versatile

ent, airborne emissions and waste.

new profile that is also suitable for junctions with

The collection is available in sizes 16.5x33.3 and

ceramic tiles and PVC flooring with a thickness

33.3x33.3 cm, in beige, red, green, grey and

of between 6 and 14 mm. DuoFloor’s key innova-

black, and is completed with trim pieces such

tion lies in its ability to adapt to different heights,

as three different versions of mosaic, decorative

thereby facilitating the joining of different floors.

strips and L-pieces. Aesthetically the product

Made of aluminium in five colours (silver, gold,

evokes the effect of natural stone, which it repli-

bronze, champagne and titanium), it is availa-

cates in every detail thanks to a state-of-the-art

ble in two different lengths (90 and 270 cm) and

digital printing system.

has an especially slim width of just 32 mm. Equally slim and elegant are the 44 mm edging profiles and 22 mm wall edge profiles.

Squareline

Duofloor

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PIEMME AT THE FUORI SALONE For the first time ever, Piemme will be taking part in Milan’s “Fuori Salone” to be held from 12 to 17 April. Since the early 1980s, the Fuori Salone has encompassed all the events held in Milan during the course of the Salone Internazionale del Mobile. The event attracts a host of designers, architects and trade professionals who, either as spectators or exhibitors, pack the coolest districts of the Lombard capital with shows and presentations set in original, innovative environments. Piemme has opted to take part in “Home and Spa Design”, an exhibition to be held at Superstudio 13 in the heart of the Zona Tortona. Here, renowned designers focus their energies on producing high-profile wellness and dwelling concepts, using products from the most prestigious Italian brands, thus demonstrating how Piemme’s materials constitute an outstanding vehicle of expression in the hands of the most contemporary designers. With attractions ranging from the three-dimensional textures of Piemmegres ceramic sheet, to the tactile charm of its Valentino-branded products, Piemme will be one of the Design Week’s hottest protagonists this year. To visit Home and Spa Design you need to register at the entrance or pre-register online in a few simple steps on www.spa-design.it. The press are invited to the event on Monday 11 April, from 3.00 pm to 7.00 pm only.

RONDINE GROUP CELEBRATES 50TH AT COVERINGS

Coverings 2011 (stand 4339).

at the American trade fair: the evocative tones

“2011 is an important year for us because it

of marble combined with a wide range of trim

marks the 50th anniversary of our founding,” ex-

pieces is guaranteed to give every environment

plained Fabio Ferrari, Managing Director of Ron-

a finish of elegance and character.

dine Group. “Since that time, we have expanded continuously and chalked up one major achievement after another. Coverings 2011 is the ideal opportunity for us to highlight what we have achieved so far and indicate the direction we will be taking in the future.” The Group, headquartered in Rubiera (in the province of Reggio Emilia, Italy), will bring the latest collections from its four brands (Sadon, Fontana

Bismantova,

RHS

and

Maioliche

dell'Umbria) to the Sands Expo and Convention new sizes 15x15 and 7.5x15 cm made using dig-

Two hundred architects, specifiers and design-

ital technology. “The arrival of digital technology

ers met at the Swisshotel in Foshan (China) on 4

has changed the face of the ceramic industry,”

and 5 December, to find out more about the ex-

explained Lauro Giacobazzi, Group Chairman

clusive characteristics of Laminam, the innova-

and Sales Director. “Sadon was the first ever

tive, ultra-slim, large-format ceramic sheet man-

company to apply this technology to small for-

ufactured

mats and skirting boards in porcelain tile, and

member of the System Group.

this enabled us to assert our worldwide leader-

The meeting, organised by Bobo Lamina, a ma-

ship in these specific segments and win new

jor Chinese manufacturing concern with which

market share.” At Coverings, the Sadon brand

the Italian-based company has established a

will be presenting the Murales series, which is a

partnership, was spread over two days, during

refined reproduction of quartzites for the tiling of

which Laminam’s Matteo Messori and Maurizio

kitchens, living-rooms and bedrooms, and

Zanni (Export Manager and Sales Representa-

comes complete with a broad selection of trim

tive respectively), delivered a series of practical

pieces, including a corner element for the per-

and theory sessions to illustrate the countless

fect execution of edges and corners.

applications of the product to specifiers and to

The Fontana Bismantova brand will be repre-

the sales force of the Chinese associate com-

sented by the Cotto Imperiale collection (pic-

pany. Bobo Lamina, headed by Spacie Tang,

tured: the Bruno version), which combines the

currently operates 36 sales outlets in China, and

elegant expressiveness of the material with the

plans to open a further 70 by the end of 2012.

traditional waxy effect of treated terracotta,

The partnership between the two companies is

while retaining all the strength and practicality

aimed at promoting the use of Laminam in Chi-

of porcelain tile. RHS will be displaying the “I

na, and setting up logistics and production fa-

Marmi di Rondine” collection, which uses the

cilities for the purpose of serving the market with

most advanced technology to reproduce the

greater speed and flexibility.

New collections and sizes, and celebrations

refined elegance of ancient “stone”.

to mark the 50th anniversary of its founding:

Lastly, Maioliche dell'Umbria has chosen to ex-

this is what Rondine Group will be bringing to

hibit its marble wall coverings and small formats

Tile International 1/2011

LAMINAM IN CHINA

Center in Las Vegas, and will also present the

Laminam,

long-standing

art:kalimera.it

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Tilefax

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CHANGE AT THE TOP OF ROCA GROUP

This latest award for Phenomenon, which is also

lection, deriving from the low refraction index of

among the nominees for the Edida Award 2011,

the materials it comprises, gives a magnificently

confirms Mutina Ceramiche’s continuing suc-

polished appearance to its surface, with mirror-

At the beginning of the year, the Board of Direc-

cess on the international stage. Since the Déchir-

effect veins and streaks and the same degree of

tors of Roca Group, a Spanish manufacturer of

er collection designed by Patricia Urquiola and

variegation that characterises the natural mate-

sanitaryware and bathroom furnishings, which

presented in 2008, Mutina has won the Edida

rial, but with the substantially uprated techno-

also includes Laufen, a Swiss specialist in com-

Award (Milan 2009), the Best of Neocon Award

logical properties that only porcelain tile can

plete bathroom solutions, elected Ramón Asen-

(Chicago 2009), the Home Beautiful Product

guarantee.

sio as its new CEO. The 56-year-old Asensio takes

Award (Sydney 2009) and the Good Design

The Deep High Definition 3D system formulated

the place of Josè Miguel Roca (despite his sur-

Award (Chicago 2010); and the company’s

by Ceramiche Coem to create these distinctive

name, Josè Miguel Roca has no links with the

products currently also appear in the Adi Design

three-dimensional effects is the result of a se-

family that owns the company), who earned

Index and in the list of nominees for the Com-

quence of leading-edge processes and technol-

passo d’Oro Award 2011.

ogies that extend to the entire production cycle.

much praise and a unanimous vote of thanks from the

NEW CERTIFICATIONS FOR FLORIM

top management for his 20 years of loyal service. Ramón

was

Florim Ceramiche was recently awarded the

Re-

prestigious UNI EN ISO 14001 and BS OHSAS

many

18001 by TÜV, testifying to the company’s con-

years, is now tasked with keep-

stant commitment to the environment and to

ing the company on a suc-

the health and safety of its employees. Florim is

cessful track through this new

in fact the first Italian company to obtain BS OH-

phase of restructuring. Josè

SAS 18001. The voluntary ISO 14001 certification

Miguel Roca will remain with

certifies the company’s compliance with a se-

Roca

Asensio, who Group’s

sources

Human

Director

for

the company as a director and as chairman of Roca’s environmental foun-

PIETRA SPLENDENTE AND CERAMICHE COEM

dation “we are water”.

ries of internationally established procedures aimed at improving internal environmental management. OHSAS 18001 (Occupational Health &

Ceramiche Coem will be among the exhibitors

Safety Assessment Series), by contrast, is an inter-

at Mosbuild (Moscow, 5-8 April 2011) with its Pie-

national benchmark for the certification of a

tra Splendente collection, which reproduces the

management system oriented towards safety

unfading strength and beauty of polished mar-

and health in the work place. Within the frame-

Mutina Ceramiche continues to attract interna-

ble, in the Calacatta, Bardiglio, Antique Brown

work of its measures to safeguard the health

tional acclaim and has now won the Wallpaper

and Onice versions, in sizes 60x60, 30x60 and

and safety of personnel, Florim has also pur-

Design Award 2011, for its Phenomenon collec-

30x30 cm. The outstanding luminosity of the col-

chased

MUTINA WINS WALLPAPER DESIGN AWARD 2011

two

latest-generation

defibrillators,

tion designed by Tokujin Yoshioka, a Japanese

which will be placed at the disposal of the inter-

designer. Phenomenon is a ceramic collection

nal first aid team. The installation of these devic-

derived from Tokujin Yoshioka’s research into the

es will further enhance the company’s safety

interaction of natural phenomena and the laws

equipment and will ensure greater speed and

of nature with his own creativity, as witness the

efficiency in the event of first aid operations.

exhibitions Second Nature and Sensing Nature. Phenomenon is an original ceramic project that expresses the textures derived from nature, not with a view to imitating their appearance, but to evoking the emotions they elicit.

Tile International 1/2011

Tilefax

SPOTLIGHT ON REFIN IN STOCKHOLM

taken by Lea Slimtech, the ultra-slim laminated

BRANDONI PRESENTS JOINTS

porcelain sheet with a thickness of just 3 mm available in a range of outsize formats. The series

Style and attention to detail. These are the key in-

Ceramiche Refin’s Kaos collection (photo) was

now comes in 23 colours divided into seven

gredients of the design of the new Joints radiator

one of the protagonists of the exhibition “Synap-

product

Mauk,

presented by Brandoni at the ISH trade fair in

sis, Stockholm Meets Venice”, presented by Luca

Gouache.10, Slimtech Basaltina, Slimtech Are-

Frankfurt. The ideal embellishment for any bath-

Nichetto in Stockholm during the Stockholm De-

naria and Slimtech Shade. The fruit of an innova-

room or wellness area, the new Joints model, de-

sign Week held from 8 to 12 February.

tive vitreous stoneware compacting technology,

signed by Gritti & Rollo, is a decorative radiator

Kaos, designed by Luca Nichetto, integrates the

Slimtech is made in whole sheets measuring 3x1

made by slotting together the two main parts of

most traditional and established technologies

m without the use of moulds, and is available in

the system: the steel plate that forms the heating

with the latest digital printing techniques, to ob-

three versions: Slimtech 3 mm, for wall tiling only;

element of the radiator, and

tain a three-dimensional tex-

Slimtech Plus 3.5 mm, reinforced with glass-fibre

the wooden shelves for tow-

ture designed to bring out

matting for floors and walls; and Slimtech Twin 7

els, which thus benefit from

the true nature of porcelain

mm, a double layer reinforced with matting, for

the heat radiated by the

tile. This collection is the fruit

environments requiring extra high strength.

plate. Joints comes in two

of complex production pro-

“Dreaming”, by contrast, is the latest collection to

versions: with a heating plate

cesses aimed at experiment-

suit more classic tastes, and faithfully replicates

finished in hammered cop-

ing with the application of a

the intricate patterns of marble. Digital decora-

per

variety of work techniques, to

tion involving leading-edge Lea Full HD technolo-

shelves with Blonde Iroko ve-

create a new relationship be-

gy yields the delicate colour tones that typify

neer; or with a chrome-fin-

tween technical experience

Apuan marble and enhances the definition of

ished plate (RAL 1019) and

and artistic expression.

the detail. The Dreaming collection is offered as a

lacquered

floor covering with either a polished or velvet fin-

(RAL 1013).

ish, in sizes 30x60 cm, 60x60 cm and 75x75 cm.

This unusual combination of

Colours: Crystal

materials - steel and wood -

White,

Ro-

comes in a variety of colours

Safari,

and finishes, to create a

LEA CERAMICHE AT COVERINGS 2011

variants:

Waves,

Lines,

combined

with

cream

MDF

shelves

Lea North America, which promotes and sells the

mance

Lea Ceramiche brand in the United States, is tak-

Grey

Tempta-

unique radiator that incorpo-

ing part in Coverings 2011 (stand 4739) with a

tion and Pas-

rates a perfect mix of style

wide variety of products. Pride of place will be

sion Pulpis.

and function.

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“NOVABELLECOSYSTEM”, QUALITY AND SUSTAINABLE DEVELOPMENT

look of stone with the fidelity of digital reproduction. The collection complies with LEED® require-

A STAIRCASE BY FONTANOT… IN NEW YORK

ments for the development of green buildings. A made-to-measure staircase by Fontanot joins

For many years, NovaBell S.p.A. has taken care to ensure that its activities comply with rigorous criteria of environmental sustainability. Since 2007, this commitment has found expression in “NovaBellecosystem”, a programme based on the production of porcelain tile products with at least 40% recycled material, with a view to achieving sustainable development in terms of health, safety and the environment. Reducing waste, optimising the resource-efficiency of all production processes and re-using and recycling materials constitute key elements in the company’s eco-sustainability programmes. The collections from the “NovaBellecosystem” programme include Pietra di Basalto and Stratos High Definition. Pietra di Basalto offers contemporary ceramics with the authentic charm of basalt. Simple in appearance and produced in modern formats, Pietra di Basalto includes a series of ecological floor and wall tiles that evoke the flavour of a material used by the Ancient Romans and which can still be seen in many of the streets and squares of present-day Rome. With Stratos High Definition, tradition and a passion for natural materials combine with technological innovation, to conjure up the natural

MAPEI GROUP SETS UP MAPEI KOREA Mapei Group completed the acquisition of Henkel’s business interests in South Korea relating to adhesives and chemicals for construction applications, including the Ceresit and Thomsit brands. The acquisition was organised through a new company, Mapei Korea, which now has a headquarters in Seoul and a production facility (Mapei Group’s 58th) in Chungcheongbuk-do, about 100 km from Seoul. Mapei Korea will continue production under the Ceresit and Thomsit brands for a maximum of three years, and will immediately supplement these brands with the extensive range of Mapei products. With this acquisition, Mapei plans a major expansion of its presence in South Korea, one of the most technologically advanced countries in the world, and intends to set up a manufacturing base in the North Pacific area. This expansion is part of an investment programme worth over 200 million euros earmarked for the Asia-Pacific region (including Oceania) that Mapei recently approved, and which will be managed by its regional headquarters in Singapore, under the stewardship of Regional Director Marcel Smit. Mapei’s expansion, which was not even interrupted by the financial crisis, thus continues, and confirms the effectiveness of its strategy of specialisation, internationalisation and keen commitment to Research & Development, with a view to achieving worldwide leadership, which it has already done in some sectors.

Tile International 1/2011

the two floors of Scavolini’s new flagship store, recently opened in the Soho district of New York, at 429 West Broadway. The staircase was designed by the American firm Space Architects and has a structure made of two exceptionally ductile materials: steel and glass. Each step consists of four 10 mm layers of Madras crystal glass, separated by a red film that creates a striking play of colour. The banisters are also made of glass and include an attractive stainless steel handrail. During the inauguration of the store at the beginning of December last year, the steps of the Fontanot staircase became an unusual meeting place, where managers, artists, design enthusiasts and fans of Italian goods stopped to chat. Fontanot has also completely renewed its multilingual web site (in seven languages!), which is complemented by an all-new blog www.blog4stairs.it. The key theme is “stairs for all tastes”, from architecture to design and art to ecology. Blog4stairs also constitutes a tool for architects, specifiers and designers, who can showcase their own projects by sending them to redazione@blog4stairs.it: the most innovative creations will be published, and viewed by countless visitors from around the globe.

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stone

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creative

concept

In the Spotlight by Paola Giacomini

Turkey makes strong recovery Following the 2009 downturn in which production fell to 205 million sq.m and exports dropped to 67 million sq.m, Turkey succeeded in reversing the negative trend in 2010 with a strong domestic recovery and a robust increase in exports.

Zeynep Bodur Okyay

Shortly before the appointment with the pre-eminent Turkish ceramic sector exhibition Unicera, the Turkish ceramic manufacturersâ&#x20AC;&#x2122; association chairwoman Zeynep Bodur Okyay gave Tile International a preliminary report for the year that has just ended and the prospects for 2011.

Tile International: What were the final results for the Turkish ceramic industry in 2010? Zeynep Bodur Okyay: The Turkish economy as a whole recovered during 2010 to secure positive growth in each of the first three quarters (11.70%, 10.30% and 5.50% in the first, second and third quarters, respectively). Although the figure for the fourth quarter has not yet been published, the annual growth rate is estimated at around 7%. This has fuelled strong growth in

TURKEY: PRODUCTION, SALES AND CONSUMPTION OF CERAMIC TILES Output

Domestic Consumption

Domestic Sales

Exports

Imports

Million sq.m

2005

261.0

169.3

164.0

97.0

5.3

2006

265.0

179.0

172.0

93.0

7.0

2007

260.0

160.5

156.0

104.0

4.5

2008

225.0

129.3

125.0

92.0

4.3

2009

205.0

137.7

135.0

67.3

2.7

2010 estimates

230.0

158.0

149.0

81.0

n.a.

% Var. 10/09

+12%

+15%

+10%

+20%

n.a.

Source: Turkish Ceramic Federation Tile International 1/2011

the construction sector. The number of construction permits issued rose by 44.94%, 41.12% and 56.80% in July, August and September 2010 respectively, while the figures for occupancy permits in the same periods were -1.74%, +18.94% and +20.89%. However, the sector performed strongly right from the start of the year, with construction industry growth rates of 8.30% reported for the first quarter, 21.90% for the second quarter and 24.60% for the third quarter. Naturally this growth also benefited the Turkish ceramic industry. Tile and sanitaryware production increased by between 10% and 20% according to the activities of the individual companies. Tile exports rose by 20% and sanitaryware exports by 10% over 2009. Although the statistics for domestic consumption in 2010 are still in the process of collection and are not yet ready to be published, we expect to see an overall increase of 15%. Tile International: What are your expectations for the current year? Z. Bodur Okyay: We also have strong expectations for 2011. The only thing we are concerned about is the cost of energy, which is increasing much more rapidly than anticipated. Tile International: Apart from the general effects of the international financial and economic crisis which have influenced

practically all countries, what are the biggest difficulties faced by the Turkish industry and which assets could help the industry in its recovery? Z. Bodur Okyay: As I said, the cost of energy is perhaps the biggest problem we are currently facing. It is increasing abnormally and is above the European average. On the other hand, the factors that will contribute to a new growth period for the sector are related to the state of health of the construction industry, which at the present time is very positive with many new housing projects under way all over the country. The real estate sector is also growing, with home sales buoyed by lower mortgage rates deriving from the fall in inflation and low interest rates. Another positive aspect is the increase in the market share of ceramic tiles with respect to other floor and wall covering materials. Turkish tiles are chosen by builders and consumers for their high quality and reasonable prices. The fact that there is a good level of professionalism amongst tile installers in Turkey is also a benefit. Tile International: What are the main items on the Turkish Ceramic Federationâ&#x20AC;&#x2122;s agenda this year? Z. Bodur Okyay: As regards international promotion of the sector, we will be involved in the

In the Spotlight

organisation of Unicera in March in Istanbul, an increasingly important event that hosts not only local distributors but also international visitors and buyers, and in participation in Coverings, ISH and Cersaie. In the field of communication, we will continue to publish our federation’s magazine SeramikTürkiye as well as adopting a new advertising design for Turkish ceramics and organising a virtual exhibition on the web for the Turkish ceramics industry. As for the industry’s strategies, we will be organising a work-

shop for the industry with a view to determining current necessities. On the basis of the results, we will draw up a new action plan for the Turkish ceramic industry. In connection with this, a lot of effort will be devoted to the association’s policies regarding transport, access to raw materials, laws and taxes on employment and consumption, as well as measures to safeguard foreign trade. We will also be focusing on social responsibility through a number of specific activities. ✕

Turkey: prospects for 2011 In 2010, Turkey, the world’s fifth largest emerging economy, enjoyed the highest growth rate in Europe and one of the 10 highest worldwide. The vigorous upturn is expected to slow to more sustainable rates over the course of 2011 (with GDP growth forecast at 3.7% as against 5.5% in 2010), but investments in construction are set to consolidate, thanks to the impetus of public infrastructure work and an upswing in residential building. On the back of international price stability and a slowdown in internal demand, inflationary pressure is expected to diminish in 2011, resulting in an inflation rate of 7.1% as against the 8.7% recorded in 2010. The table below presents the data collected by Prometeia-Confindustria Ceramica, which shows how the entire area of Central/Eastern Europe (Estonia, Latvia, Lithuania, Poland, Czech Republic, Slovakia, Turkey, Hungary and others) was, thanks to the contribution of Turkey, the only region in Europe to see an upturn in tile consumption in 2010. EASTERN EUROPE - TILE CONSUMPTION (MILL. SQ.M) 2008 Consumption % var.

2009

2010

2011

2012

696.0

616.0

637.9

678.9

734.4

0.2

-11.4

3.4

6.4

8.2

Tile International 1/2011

In the spotlight by Chiara Bruzzichelli

The re-launch of Ceramiche Gambarelli Group end of June 2011. We asked Giuseppe Pozzi, Chairman of the new Gruppo Ceramiche Gambarelli, to tell us about the new-co’s short/mediumterm strategies for its domestic and export markets.

Following the completion of an operation conducted in conjunction with the financial institutions Fises and Fidi Toscana linked with Monte Paschi Siena (a major Italian bank founded in 1472) and aimed at consolidating manufacturing at the Buonconvento plant in the province of Siena, the Gambarelli Group has announced the formation of a new company under the name “Gruppo Ceramiche Gambarelli”. Having taken over Ceramica di Siena Spa and Ceramiche Gambarelli Spa, the new company has decided to concentrate all its manufacturing operations in the Buonconvento plant, while retaining the administrative and commercial site and the logistics centre, in Solignano, in the province of Modena. This latest operation now obliges the new, recapitalised “Gruppo Ceramiche Gambarelli” to re-employ all 165 employees of the Buonconvento plant by the

Tile International 1/2011

Tile International: How are the shareholdings in the new Gruppo Ceramiche Gambarelli divided? Giuseppe Pozzi: “Our family still holds a majority stake: the total equity investment made by Fises and Fidi Toscana in the new company amounts to 1.25 million euros, equating to 34% of the share capital, while the remaining 66% is held by Siena Capital, the real estate holding company owned by the Pozzi family. Founded in the late 1960s by my grandfather, Giuseppe Gambarelli, over the past two years Ceramica Gambarelli was faced with a profound recession that halved sales and saw tile production fall from 580 million square metres in 2007 to 350 million in 2009. So it was imperative to resort to major restructuring.” Tile International: What is the aim of the agreement with the financial institutions of Monte dei Paschi di Siena? G. Pozzi: “The intervention of Fises and Fidi made it possible to sustain the manufacturing activity of a historic Siena-based company that had been seriously hit by the international economic crisis of the past two

years, thus sustaining employment in the Tuscan province. The operation enabled the company to get back to business and strengthen its structure, in full agreement with the representatives of the financial institution, for the purpose of restoring its competitiveness. Having the bank on the Company’s Board of Directors, with a 34% shareholding, imposes a certain discipline on us while providing more credit to proceed with the restructuring.” Tile International: What are your medium-term goals? G. Pozzi: “Production at Buonconvento re-started last year, under the Gambarelli, Ceramiche di Siena and Oxygena brands. The new company’s priority target is gradually to recover the volume of business that its predecessors were generating, which equates to target turnover in the medium term of 35 million euros.” Tile International: What steps have you taken so far? G. Pozzi: “The new company has been operating since 1 August 2009 and is gaining traction on the market. It currently has 90 active employees, and this figure is expected to rise to 130 by the end of June. With a strong and debt-free corporate structure, the company has embraced the strategy of focusing on the high added value of its products, thus steering clear of the markets based chiefly on low price. We closed

2010 with turnover of 16 million euros and production of almost 1.3 million square metres of tile. Target turnover for 2011 is 20 million euros, which is to be achieved by raising output to 1.6 million square metres and reemploying all staff still on short time.” Tile International: Which export markets are you targeting? G. Pozzi: “We’ll be at Coverings 2011, to be held in Las Vegas this year, at booth number 4116. The American market accounts for 40% of our sales and we are forecasting a slight upturn there this year, followed by a marked acceleration in 2012.” Tile International: Will you be at Mosbuild too? G. Pozzi: “We won’t have a direct presence in Moscow, but one of our major distributors will be representing us there. The Russian market is still very important for us. Russia has always shown an appreciation for Italian goods and for the refinement of our collections, so we expect to be achieving gratifying results there again soon.” Tile International: Which collections are you investing in? G. Pozzi: “At the last edition of Cersaie we presented the new Damasco collection, developed by our in-house R&D centre, which was well received. We also unveiled a new Oxygena series, which is the only titanium dioxide-based anti-smog and anti-bacterial tile currently covered by patents both in Italy

In the spotlight

and the United States. Validation of a European patent for the product is now also in progress. I would like to take this opportunity to emphasise once again that we are the originators of the idea of Italian anti-smog tiles with titanium dioxide, and that we have taken civil proceedings against a company which, in our opinion, has breached our patent rights. Oxygena was developed in 2004 using the technique of hot application during the production process. The idea occurred to me after seeing cement with titanium dioxide developed by Italcementi in 2000, which initially took the name of Tx Millennium, by reference to the Jubilee year 2000, in which the “50 Churches for Rome” project was launched. The project included the construction of the Dives in Misericordia church designed by Richard Meier and built using white Tx Millennium cement.” Tile International: How much demand is there for Oxygena? G. Pozzi: “Demand for Oxygena is already very high in Europe but is increasing at a healthy pace too. Thanks to our participation in major projects, including the construction of the Torrino Mezzocammino district in Rome inaugurated in 2007 by Walter Veltroni, who was Mayor of Rome at the time, and the more recent supply of 14,000 square metres of Oxygena for the flooring of

the new Kenzo Tange tower that will play host to the offices of the regional administration of Emilia Romagna, we are obviously at an advantage. An important piece of very recent news is that we have won a contract to supply Oxygena to a major French distribution chain. With Oxygena we also have our sights firmly set on the United States, and as research into ecosustainability is now a topic of worldwide interest, the applications of titanium dioxide as an activator of photocatalysis are now well established. It all started in Japan, where a study of photochemical technology applied to construction materials was launched in 1995, with a view to contributing to reducing environmental pollution.” ✕

Bologna, Italy, New Headquarters of the Regional Administration: in the trade fair district, the 80-metre tower designed by Kenzo Tange will accommodate the new offices of the Emilia Romagna Regional Administration. 14,000 square metres of Oxygena were used for their flooring

Tile International 1/2011

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SPECIAL FEATURE...

C O V E R I N G S

pictures: Adam Reeder

And Coverings moves to Las Vegas

Coverings is North America’s most important trade fair for the ceramic tile and natural stone industry, and is promoted by Confindustria Ceramica (the Italian manufacturers’ association), ASCER (the Spanish manufacturers’ association) and the American organisations CTDA (Ceramic Tile Distributors Association), NTCA (National Tile Contractors Association) and TCA (Tile Council of America). In 2011, for the first time, following a series of editions held alternately in Orlando (Florida), Chicago (Illinois) and, further back in time, New Orleans (Louisiana), the event will take place in Las Vegas (Nevada), from 14 to 17 March. Why? Because Las Vegas, which has the largest trade fair complex in North America, means West Coast, an area that exerts its draw all the

Tile International 1/2011

way to Florida and is historically significant for ceramic tile consumption. The West Coast, moreover, is now bearing witness to a long-awaited bounce in the residential real estate market, and is finally digesting the surplus of homes foreclosed during the past few years of recession. Given that 50% of visitors normally originate from the area in which the trade fair is held, it is plain to see why the choice of Las Vegas as host-city for Coverings 2011 is absolutely spoton. This view is evidently shared by the exhibitors too, whose total numbers are higher than last year, and include an increased Italian presence - the Italian Pavilion will host about 60 companies and brands and occupy some 20% of the total 60,000 square metres of exhibition space - and a (more moderately) increased Spanish pres✕ ence.

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Tile International 1/2011

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Tile International 1/2011

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Colours: beige, grey,

Sizes: 45x45 cm

graphite

VitrA »

Name: VitrA Photoactive

Description: self-cleaning tiles coated with nano-sized titanium dioxide (TiO2). Titanium dioxide inhibits bacterial growth and eliminates micro-organisms and other pollutants through a process of oxidation, which supplies the anti-bacterial, anti-algal and anti-fungal properties of VitrA Photoactive tiles. Especially ideal for outdoor use, hi-tech VitrA Photoactive tiles are activated by light and humidity

Tile International 1/2011

Colours: anthracite, grey, dark brown

Sizes: 30x60 cm, 60x60 cm, 60x120 cm

DESIGN AND QUALITY IN DISPLAY UNITS

EXPORAMA

EXPORAMA s.r.l VIA REGINA PACIS / 78 - 41049 SASSUOLO (MO) ITALY - TEL. +39 0536 811676 www.exporama.it - info@exporama.it

POSSIBILITA’ DI FINITURE PERSONALIZZATE POSSIBILITY OF CUSTOM FINISHES

CONCETTO DI MODULARITA’ PER ADEGUATE SOLUZIONI ESPOSITIVE CONCEPT OF MODULARITY FOR APPROPRIATE DISPLAY SOLUTIONS

ALTISSIMA FLESSIBILITA’ E COMPLETEZZA DELL’INTERA GAMMA HIGH FLEXIBILITY AND COMPLETENESS OF FULL RANGE

DISPONIBILITA’ DI SPAZI PER LA COMUNICAZIONE AVAILABILITY OF SPACES FOR COMUNICATION PANELS

LINEA DAL DESIGN MINIMALISTA ED ESSENZIALE MINIMALIST AND ESSENTIAL DESIGN

METROPOLIS DESIGN

serie

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Casalgrande Padana »

Name: Les Plages

» »

Material: porcelain tile Colours:

Sizes: 30x60 cm, 10x60 cm, 15x60 cm

GranitiFiandre » Name: Quarziti » Material: porcelain tile » Colours: Blanca, Dehor, Ceniza, Avana, Noir »

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

Ragno »

Name: Sunrise

Material: fine porcelain tile

Colours: ivory, beige, gold

Sizes: 30x60 cm, 60x60 cm, 60x120 cm

Tile International 1/2011

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Gardenia Orchidea »

Name: Venere

Material: glazed porcelain

Colours: almond, beige, gold,

Sizes: 50x50 cm

stoneware walnut

Del Conca » » » »

Name: Hyper Material: porcelain tile Colours: Yukon, Klondike Sizes: 15x15 cm, 30x30 cm, 30x60 cm, 45x45 cm, mosaic and rectangular mosaic 30x30 cm

Tagina »

Name: Warm Stones

Material: porcelain tile

Colours: WarmSand, WarmChocolate, WarmAutumn, WarmRed, WarmMole, WarmWhite, WarmNight, WarmGrey, WarmAnthracite

Sizes: 61x61 cm, 40.6x61 cm, 20.2x61 cm, 40.6x40.6 cm, 20.2x40.6 cm, 7.5x61 cm

Tile International 1/2011

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by Andrew Whitmire - TCNA

2010 was another very difficult year for the U.S. economy. The housing industry, one of the major drivers of the U.S. economy and ceramic tile sales, continued to struggle significantly. Not even historically-low mortgage rates and government tax breaks could sway potential homebuyers, as foreclosed properties depressed prices and a lack of consumer confidence pervaded the economy.

The property market Low new single-family home sales were especially concerning, given the historical correlation between new home sales and tile sales. Through April 2010, new singlefamily home sales were on the rise, but once federal tax credits for first-time homebuyers expired, sales fell in May to an annual rate of 282,000 units, the lowest level on record. On the basis of data from the U.S. Census Bureau, as of November 2010 new home sales were down 21.2% from one year ago. While new home starts fared better in 2010 than in the previous year, they were still at comparatively low levels. According to National Association of Homebuildersâ&#x20AC;&#x2122; (NAHB) estimates, new single-family home starts rose 7.5% from 2009. Single-family starts, which typically comprise 70-80% of total home

Tile International 1/2011

The U.S. begins its recovery starts, were at a seasonally-adjusted annual rate of 465,000 units as of November 2010.

Unemployment and foreclosures Contributing to the housing market problems were high unemployment and a record number of foreclosures. The U.S. unemployment rate rose from 9.3% in 2009 to 9.6% in 2010. This represented the highest rate since 1983 and was more than double the rate from just three years ago. U.S. foreclosures hit an all-time high in 2010. The almost 2.9 million foreclosure filings represented a 1.7% increase from 2009 and a 23.2% increase from 2008, flooding the market with vacant homes and furthering the depression of home prices. Foreclosures are expected to peak in 2011 before finally heading back down in 2012.

Positive signs

U.S. shipments

Even so, there have been positive signs for the U.S. economy. U.S. GDP has increased in each of the last five quarters following on the heels of four consecutive quarterly declines. 30-year fixed mortgage rates fell in 2009 to 4.69%, the lowest annual rate on record. Spurred on by low mortgage rates, pent-up consumer demand, and expected job growth, NAHB estimates a 21.1% jump in single-family starts in 2011 and a 26.6% increase in new home sales.

The trend of U.S. shipments outperforming imports continued in 2010, although imports continue to make up the majority of U.S. consumption. Through the third quarter, U.S. consumption of domestic tile was up 9.9% (in sq.m) compared to the same period the previous year. Using an annualised total, 2010 U.S. shipments would be up 12% from the previous year. According to preliminary end-of-year figures, U.S. companies shipped a total of 56.4 million sq.m last year. However, selling prices have fallen slightly. According to U.S. Dept. of Commerce figures, the value of domestic shipments fell from $14.47 in 2009 to $13.90 in 2010.

Domestic consumption Based on figures available for the first three quarters and on estimates for the fourth quarter, U.S. tile consumption for 2010 would be 179.5 million square metres (+3.9% vs. 2009). This would be the first year-over-year increase since 2006.

Italy dominates imports Imports continue to make up

USA: PRODUCTION, SALES AND CONSUMPTION OF CERAMIC TILES

Year

U.S. shipments mn. sq.m

Imports mn. sq.m

Exports mn. sq.m

Consumption mn. sq.m

% change in consumption from previous year

2010*

56. 4

127.0

3.9

179.5

3.9%

2009

53.1

123.8

4.2

172.7

-18.1

2008

58.9

156.6

4.7

210.8

-15.2

2007

50.6

202.4

4.4

248.6

-19.3

2006

58.5

253.8

4.2

308.1

1.8

*estimates

Source: U.S Commerce Dept.

Economics&Markets

the majority of U.S. consumption, though their percent share has declined steadily over the past few years. As of September 2010, imports

comprised 70.7% of U.S. tile consumption, down from over 80% five years ago. In terms of volume, 100 million square metres of ceramic tile ar-

rived in the U.S. in the first three quarters of 2010. This was an increase of 9.0% from the same period in 2009, when 91.8 million sq.m of ceramic tile were im-

USA: CERAMIC TILE IMPORTS BY COUNTRY (JANUARY-SEPTEMBER) IN VALUE Country

2010 USD

2009 USD

2008 USD

Var% 10/09

Var% 09/08

Italy

357,865,878

324,376,773

562,160,480

10.3%

-42.3%

China

190,392,073

157,139,540

168,466,481

21.2%

-6.7%

Mexico

164,107,006

158,526,667

214,958,034

3.5%

-26.3%

Spain

75,304,345

79,428,313

133,803,462

-5.2%

-40.6%

Brazil

46,368,475

55,807,587

90,488,167

-16.9%

-38.3%

Thailand

29,237,317

28,919,049

23,012,572

1.1%

25.7%

Colombia

24,431,237

24,013,813

20,086,631

1.7%

19.6%

Turkey

22,321,227

16,001,265

28,829,902

39.5%

-44.5%

Argentina

13,919,476

13,712,440

21,580,717

1.5%

-36.5%

Peru

13,064,309

7,838,161

9,058,933

66,7%

-13,5%

Source: U.S Commerce Dept.

USA: CERAMIC TILE IMPORTS BY COUNTRY (JANUARY-SEPTEMBER) IN VOLUME Country

2010 sq.m

2009 sq.m

Var. % 2010/2009

Mexico

28,177,132

26,154,221

7.7%

-16,1

China

23,345,978

19,517,713

19.6%

-8.7%

Italy

18,296,765

16,372,810

11.8%

-42.2%

Brazil

6,210,781

7,929,875

-21.7%

-33,9

Spain

5,075,302

5,454,712

-7.0%

-40.3%

Thailand

4,913,542

4,931,750

-0.4%

17.8%

Colombia

4,373,126

3,801,518

65 15.0%

22.3%

Peru

2,611,785

1,635,230

59.7%

-5.0%

Turkey

2,250,103

1,686,560

33.4%

-51.4%

Argentina

1,159,345

1,075,961

7.7%

-33.6%

Source: U.S. Commerce Dept.

ported into the U.S., but still a 17.8% decrease from 2008. According to preliminary yearend figures for 2010, imports reached 127 million sq.m, 2.6% up from 2009. Analysing the latest available data for the first three quarters of 2010 by volume, Mexico remained the top exporter to the U.S. with a 28.2% share and a total of 28.2 million square metres (up 7.7% from 2009). China was in second place, making up 23.3% of imports by volume (up 19.6% from 2009). Italy was in third place with 18.3 million square metres, 11.8% up from the previous year. Of the top ten countries from which the U.S. imported tile (by volume), Peru had the highest increase in exports to the U.S. (+59.7%), and Brazil was down the most (-21.7%). On a dollar basis, Italy remained the top exporter to the U.S. with 36.5% of total imports to a value of $357.8 million FOB (up 10.3% from 2009). China and Mexico had the next largest shares, making up 19.4% and 16.7%, respectively.

Exports U.S. exports dropped, although the share in any case remains very small compared to consumption and imports. At the end of 2010 exports are reported to have dropped to 3.9 million sq.m, 7.1% down from the previous year. â&#x153;&#x2022;

Tile International 1/2011

100% Fired Porcelain Tile

EVERQUARTZ - 7 colors - Full colour body - 2 surfaces: Polished & Honed - 3 sizes: 24â&#x20AC;?x24â&#x20AC;?, 24â&#x20AC;?x12â&#x20AC;? , 12â&#x20AC;?x12â&#x20AC;?

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EVERQUARTZ - a new collection from EVERSTONE that brings a cutting edge combination of technology and modern ideas to your innovative living space. 7+( ,1129$7,21 D ZRUOG Âż UVW IXOO FRORXU ERG\ Âż UHG SRUFHODLQ WLOH WDNLQJ WKH QRWLRQ RI (QJLQHHUHG 6WRQH WR D QHZ JHQHUDWLRQ RI XVH HQMR\DEOH LQ DEVROXWH IUHHGRP and affordability in all applications. 7+( 67</( +L WHFK VXUIDFH ZLWK FKRLFH EHWZHHQ SROLVK DQG VLON VXUIDFH Âż QLVK $ SHUIHFW WRXFKGRZQ LQ XQDOWHUHG VLPSOLFLW\ DQG WUDGLWLRQ ZLWK DQ DWWUDFWLRQ RI VSDUNOLQJ OLJKWV LQ EHWZHHQ 2IIHULQJ HPRWLRQ DQG ZDUPWK EXW VWLOO FUHDWLQJ DQ HOHJDQW VHWWLQJ TM

7+( &2/285 ,Q GHOLFDWH FKURPDWLF FRORXU JUDGHV EVERQUARTZ offers to the observer an aesthetic beauty and uniqueness to match any emerging trend. With PDQ\ FRORXUV WR FKRRVH IURP WKHUH LV DOZD\V RQH WR PHHW \RXU WDVWH

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Green Building by Roberto Aiazzi

LEED Gold certification for Schlüter-Systems’ new Canadian HQ

Roberto Aiazzi

Last spring, the multinational Schlüter-Systems KG opened a new HQ in Canada. The building was designed by DCYS, one of the bestknown firms of architects in Canada, which drew particular motivation from the specific targets set by their client. The owners explicitly requested outstandingly high levels of performance, both in terms of energy consumption and environmental quality, through the use of innovative technologies. The targets were met in full and the new Schlüter-Systems headquarters has become one of the first buildings in Canada to obtain the prestigious LEED Gold certification.

Use of ceramic Extensive use of ceramic played a key role in obtaining LEED Gold certification for the company’s new Canadian HQ. The builders installed a total of over 6,200 square metres of floor and wall tiling, produced by Florida Tile, which is a member of the

Tile International 1/2011

Green Building

Panaria Group and a leading name in the manufacture and distribution of ceramic products in the United States. The choice was no coincidence, given that Schlüter-Systems is a producer of innovative systems for the installation of ceramic. Within the framework of LEED accreditation, furthermore, the use of tiles attracts high scores in the “materials/resources” and “environmental quality” sections. The first of these relates to the percentage of recycled material used in production, and the second relates to the low emissions of the materials themselves and the low emissions of the products used to install them. With regard to the latter, the floor and wall tiling was installed exclusively with the use of Mapei products.

Underfloor heating and climate control system The level of LEED certification was significantly raised by the use of Schlüter’s own proprietary installation systems. These include the underfloor heating and climate control system known as BEKOTEC-THERM, which scored additional points in the “Energy” and “Atmosphere” sections. Used for heating the entire building in the winter months and cooling it in the summer, Schlüter-BEKOTEC-THERM stands out for the low height of the covering screed it requires (just 8

mm over the pipes!), its low thermal inertia, the uniformity with which it distributes heat thanks to the Schlüter-DITRA membrane it incorporates, and the ease with which the system can be controlled. From a construction point of view, BEKOTEC screed (whether heated or not) is the only substrate currently available for ceramic, that can be produced without movement joints, by virtue of the Schlüter-DITRA membrane, which exerts a separating action, thus allowing absolute freedom in the design of the flooring. The underfloor heating and climate control system is connected to a geothermal plant made by Geothermix Inc., including no less than 19 wells and a special air exchange system based on the use of a “Canadian tunnel”, measuring 60 metres in length by 180 cm in diameter laid underground behind the building.

Interior layout The building consists of an imposing central atrium, featuring a “green wall”, interwoven with ornamental plants capable of growing indoors. As well as offering a positive visual impact, the green wall also makes a significant contribution to interior air quality, by absorbing CO2. The building then extends westwards, with a first block accommodating two storeys of admin-

Tile International 1/2011

Florida Tile builds its reputation on providing reasonably priced, design-rich products to the tile market. Florida Tile is particularly aware of its responsibility to help preserve the beauty and health of our planet and all its natural resources. Urbanite, one of the most innovative and distinctive product lines ever introduced by Florida Tile, is the collection used for wall and floor of Schlüter-Systems’ new Canadian HQ (over 6,200 sq.m). This line is rectified and has four modular sizes and lots of beautiful listellos. Due to a difference in thickness the 18x18 should be used alone and not with the other four modular sizes. Urbanite is a patented design that safeguards Florida Tile from any type of imitation; it has a unique surface, smooth to the touch and extraordinarily natural, obtained using a final dry application of a compound quartziferous silico, directly on the decoration line, to achieve an exclusive effect that Florida Tile is launching on the market today under the name of SILK. Each of the five colors in the Urbanite range is the result of mixing colored atomized powders, obtained using technology patented by Florida Tile.

FLORIDA TILE FOR SCHLÜTER SYSTEMS

Green Building

LEED is a system for assessing energy-efficiency and environmental quality with a view to developing high-performance green buildings geared towards sustainability and carbon neutrality. Launched in 2000, it is promoted by the US Green Building Council, a non-profit organisation founded in 1993, whose members represent every sector of the construction industry. LEED is applicable both to new buildings and complete remodelling projects.

istrative offices, above a ground floor dedicated to training areas, the canteen and the company’s showroom. To the east, a second block plays host to the warehouse and a well equipped lecture theatre for meetings and conferences.

Conclusions The targeted design and stateof-the-art technologies used in the building of the new Canadian headquarters reduces energy consumption by 70% compared with the local average. In view of Canada’s particularly cold climate, the average cost of heating buildings is 37.5 to 40.0 dollars per square metre per year, but the cost of heating Schlüter-Systems’ new HQ has been estimated at just 11.0 dollars per square metre per year. Within a short timeframe, therefore, the building has become a benchmark for architects, specifiers and students, as they study techniques for designing new buildings in full compliance with LEED standards. ✕

The architect Roberto Aiazzi has been Head of the Technical Department at Schlüter Systems Italia S.r.l. since 2005, and is also a member of Uni Group floor and wall coverings and Uni Group natural stone wall coverings. He also takes part in Confindustria Ceramica's work-group dedicated to the study of ceramic thickness requirements.

Tile International 1/2010

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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.

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Architecture by Josef Woodard, news-press correspondent of Art Review

Walkway through art and history Cabrillo Boulevard, one of the highly trafficked and most tourist-destined thoroughfares in Santa Barbara (California, USA), hasn’t exactly been a magnet for public art fare. Two notable and plainly visible examples are Herbert Bay-

Tile International 1/2011

er’s looming, rainbow-colored “Chromatic Gate”, down across from East Beach, and Bud Bottoms' fun-loving dolphin fountain at the base of Stearns Wharf. This summer, the public art factor along Cabrillo increases with

the addition of three new ceramic tile designs on the sidewalk along West Beach. Local artist Rafael Perea de la Cabada and designer Richard Irvine teamed up as IrvineCabada ArtDesign to decorate the welltrodden path between the

wharf and the harbor. The new pieces were founded by the West Beach Pedestrian Improvement Project. The ceramic was supplied by TopCer, a major Portuguese ceramic company founded in 1992, which specialises in the

Architecture

manufacture of ceramic floor and wall coverings, has annual production of approximately 600,000 sq.m and exports 90% of its output, to over 50 countries. Drawing on a site-specific agenda in the research and design process, the pair has created works that inventively cue from

local forms and functions. Most intriguingly, they have created a piece at the Chapala Street Plaza called “History of Environmentalism in Santa Barbara”, subtitled with the catchier moniker “the ripple effect”. A lovely, swooping design plays on twin symbolism between

wave action and the watershed tragedy of the 1969 oil spill, which helped spawn the environmental movement in America. The design succeeds in balancing subtlety and visual intrigue for those who opt to pay close attention. Down the boulevard, the walk at

Bath Street and Sea Landing is the logical location of a piece called “The Working Harbor”, a utilitarian-sounding name for a design that spins off the visual references of propellers and sails. But in the real world, harbor-relevant imagery is stylized and abstracted.

Tile International 1/2011

Architecture

Workplace functionality gives way to leisure, athleticism and all-American nostalgia design by Los Banos Plaza and the Marina Walk, next to the famed WPA-era Los Banos swimming pool. A gentle touch of poetic allusion is fixed to images of two lean, engaged swimmers, one more plainly abstracted than the other. The swimmers are rendered in a streamline modern style relating to the WPA period of the 1930s, the celebrated vintage and heritage of this classic old public pool, a source of rightful civic pride in town.

Project: Ceramic Tile Artwork at Cabrillo Boulevard, Santa Barbara, CA - USA Designers: Richard Irvine & Rafael Perea De La Cabada TopCer material supplied: 95.000 Dots (size 29x29x8 mm) in 16 TopCer colours, where Dark Grey (nr 30) represented 40% Bronze Metalwork: SB Forge & Iron Tiles & Tile Cutting Supplier: California Pottery & Tile Works 859 East 60th St. Los Angeles, CA 90001

As public art goes, the IrvineCabada ArtDesign works are anything but distracting or extroverted. Idly minded tourists and those caught unaware may not even notice the art, or else it might steal pleasantly into oneâ&#x20AC;&#x2122;s peripheral vision. â&#x153;&#x2022;

Helene Schneider, Santa Barbara Mayor, presents Cabrillo Boulevard

A turist tour on Cabrillo Boulevard

Tile International 1/2011

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Profiles for low thicknesses. News of high depth. An utmost attention to details is required for the laying of some floors or wall tiles on preexisting surfaces. Profilpas creates a complete line of profiles for small gaps of 3 and 4,5 mm height. You can choose between decorative, rounded and square listellos, separation joints, movement joints, and perimeter and cover steps to solve any flooring laying for mosaics, thin stoneware, resins and materials such as Kerlite®.

you build we proﬁle www.profilpas.com

Mosaic by Silvia Bertolani

Picture : Vetrovivo www.vetrovivo.it

Small detail, big impact Although the latest trends have undoubtedly been dominated by large formats, detail continues to play a vital role in interior design. It is now universally accepted, after all, that floor and wall coverings are no longer simply a necessity to be selected on the basis of value for money. They are a key contributor to the overall sensation generated by interior design, in which detail is of the utmost importance. In the same way that in the world of fashion a beautiful dress made with quality fabrics and premium finishings can be enhanced by precious, tailor-made details, in the world of interior design, whether in private or public buildings, attention to detail is imperative. So large formats alternate with trim pieces to create elegant floors, while walls are tiled using ceramic pieces almost as though they were works of visual art. Within this dynamic world of coverings, mosaic occupies a place of honour, thanks to its variety of form, composition and application. Wood, glass, ceramic: these are just some of the materials used in the art of mosaic, which has ancient roots and was one of the earliest figurative arts, alongside sculpture. The juxtaposition of colours, sometimes in different shades

Tile International 1/2011

of the same tone and sometimes in deliberate contrasts, can give rise to fully fledged, three-dimensional art works, while the new circular or irregular shapes enable designers to create dynamic environments of unfailing impact. Developments in installation techniques, meanwhile, have enriched mosaic with new aesthetic opportunities, thanks to the use of coloured grouts or the addition of glitter. This is why mosaic so naturally emerges as the jewel in the crown of floor and wall coverings, and stimulates the creativity and professionalism of designers and architects: a small detail it may be, but it is nonetheless capable of turning an everyday habitat into one of immense prestige. â&#x153;&#x2022;

''Give me only the material, and I will create a world out of it for you'' Immanuel Kant

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Mosaic

Everstone Ev erstone »

Name: Heatwave

Material: glass mosaic

Colours: available in single and mixed color blends

Sizes: 8mm wide strips, 600x150 sheet size

ideal id eal legno »

Name: Mosaico in legno

Material: wood

Colours: European and exotic species

Sizes: 23x23 cm, 23x46 cm, 46x46 cm, thickness 8 mm

SICIS »

Name: Skyline Collection

Material: glass

Colours and sizes: customised to order

PROVENZA »

Name: W-Age

Material: porcelain tile

Colours: marrow, heartwood, ring, cortex

Sizes: 15x90 cm, 15x60 cm, 60x60 cm, plus trim pieces

Tile International 1/2011

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WE LIKE IT TO LOOK AT YOU DIRECTLY IN THE HE EYES…

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…AND TELL YOU THAT EVERY SINGLE PRODUCT HAS BEEN SPECIALLY DESIGNED FOR YOU.

Through the energy of our ideas, The drive of the most innovative technology The passion for great challenges The future is in our sight.

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Mosaic

cerafloor ce rafloor » Name: Aluminium˜ »

Material: aluminium

Colours: natural, azure, beige

Size: 1.5x1.5 cm tesserae

Tagina Ta gina

30x30 cm

Name: Joe

Material: 12 mm porcelain tile; double-

Colours: JoeBlack, JoeWhite, JoeGrey,

fired white body JoePink, JoeSky, JoeRed, JoeBronze, JoeGreen, JoeOlive, JoeApricot Sizes: 30.5x 30.5 cm, 30.5x61 cm,

44x88 cm

abax »

Name: Lava

Material: fine porcelan tile with

Colours: 8 single colours and 8 colour mixes

thickness of 8 mm with inserts introduced during 4th firing

Pixel Pix el »

Name: Ghepardo

Material: cadmium-free and lead-free glass mosaic

Colours: range available in 273 tones including glazed, iridescent and metallic colours.

Sizes: tesserae with a thickness of 4 mm in size 20x20 mm mounted on transparent film measuring 316x316 mm.

Tile International 1/2011

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i Bizantini: la grande e leggera superficie ceramica

PROCESSING CENTRE

Laminam is above all sheer dimension, which thanks to its lightness and easy-to-process nature multiplies its applications offering innovative solutions that meet large surface requirements of the project and design world. Laminam, 3 m2 con centrated in just 3 mm of thickness, can be used in the building sector to cover indoor and outdoor surfaces, new and existent walls and surfaces, ventilated and curtain walls, insulated walls, partition walls, tunnels and undergrounds; it can also be used in the ship building sector and in the healthcare, hospital and medical sector. Thanks to its lightness and excellent aesthetic quality, Laminam is the perfect solution to enrich interior design projects and give life to new applications in bathrooms, kitchens, on cupboards, tables, desks and furnishings in general.

la grande e leggera superficie ceramica

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Mosaic

SETTECENTO SE TTECENTO » Name: Le Murrine »

Material: cracked-effect coloured glass powder on double-fired white-body tile

Colours: gold, bronze, black, red, orange, azure, grey, earth, violet, green

Sizes: 30x30 cm (glazed porcelain and doublefired tile), 49x49 cm (glazed porcelain tile), 48x48 cm (edge-ground)

arezia »

Name: Mosaici

Material: ceramic

Preziosi – Art Decò made by pressing and hand-

mosaico digitale »

decoration on

Name: creation for the Equipe Hotel in

white majolica

Paris

support

Material: resin

Colours: infinite because all types of

white, sea green,

images can be reproduced

violet

Sizes: the process starts with a regular format (from 1x1 cm to 15x15 cm recommended) or an irregular format (if following curved images etc.) to create a finished product of unlimited

trend tr end

dimensions

Name: Agglomerati

Material: glass, quartz and granite graniglia

Colours: 39 including 4 all-new matt finishes

Sizes: square or rectangular formats up to 300x120 cm

Colours: red, lustre

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Mosaic

kale » Name: Glass/Metal Mosaic Collection »

Material: Ceramics

Sizes: 30x30 cm

cottoveneto »

Name: Gemme

Material: glazed ceramic

Colours: 11 single-colours and 9 blends

Sizes: mesh-mounted 1.5x1.5 cm tesserae

ce.vi »

Name: I Mosaici

Material: double-fired white body

Colours: gloss glazed (6 colours), nuanced gloss glazed (4 colours), stone (4 colours in size 2.5x2.5 cm 4 colours in 2.3x7.2 cm) »

Sizes: 2.5x2.5

cm tesserae ( tile 27.5x30 cm ); 2.3x7.2 cm (tile 28.8x27.6 cm)

brecci br ecci by eidos »

Name: Damasco

Material: glass mosaic with 24-carat gold

Colours: customisable neo-Baroque frame

Tile International 1/2011

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SPECIAL FEATURE...

M O S B U I L D

picture by Sergey Galyonkin

M O S B U I L D Countdown to MosBuild 2011

MosBuild is Russiaâ&#x20AC;&#x2122;s largest and best-known trade event, comprising 16 individual exhibitions - 17 with effect from the 2011 edition, which sees the debut of Wall DĂŠ-

cor, a show dedicated to wall coverings and decoration that cover the entire spectrum of products and services within the building and interiors industry. MosBuild has a large

GAMBARELLI - Vulkan

MARAZZI - Sistem N

AREZIA - Mosaici Preziosi

ACIF - Sweet Tile International 1/2011

SERENISSIMA - Resort

PETRACER'S - Ad Personam

CASALGRANDE PADANA - Terre Toscane 67

Companies at Mosbuild 2011

Mosbuild

Tile International 1/2011

Mosbuild

proportion of loyal participants a testament to its reputation as the largest and best-known exhibition for the building and interiors industry in Russia, Eastern Europe and the CIS. The show has become a proven effective route into the dynamic market of Russia. The Russian economy saw a return to growth in 2010, thanks to the recovery in domestic demand and substantial earnings from energy exports. The upturn was also boosted by the rise in raw materials prices and the gradual return to normal of credit conditions. Russia’s GDP rose by 4.7% in 2010 as against the Central/Eastern European average of 4.2%, and the percentage increase in tile consumption in Russia was higher than that of the entire Central/ Eastern region, at 4.5% as against 3.4%. The exhibition was launched in 1995 as Batimat MosBuild and hosted 200 companies from 20

countries. From modest beginnings, MosBuild grew quickly and some key sectors and product groups emerged that would shape the future of the event and indeed the market. In 2010, the event featured 2,090 exhibiting companies from 48 countries, whereas 2,103 companies had already booked exhibition space for MosBuild 2011 even before the summer of 2010, marking an increase of 27% on the same period of the previous year. The 2010 event also attracted an attendance of 194,440. Alongside the 17 exhibitions, there will be a number of seminars, workshops and roundtable discussions taking place during the 4 days of the event. Furthermore, for the first time, a conference entitled “Green Building” - organised by ITE, The Russian Union of Architects and The Russian Sustainable Building Council - will be hosted during MosBuild. ✕

GRANITIFIANDRE - Serie 100

RUSSIA 2008

2009

2010

2011

2012

Gross domestic product

5.2

-7.9

4.7

4.3

4.7

Total building

8.5

-18.5

2.7

5.4

7.3

6.5

-20.4

0.5

3.4

6.2

194.0

155.2

162.1

175.1

192.9

13.2

-20.0

4.5

8.0

10.2

Residential building Ceramic tile consumption (mill. s.qm) Var. %

Source:“Osservatorio previsionale - 2010” Confindustria Ceramica-Prometeia SADON - Murales Tile International 1/2011

FONDOVALLE - Murano GRESPANIA - Versailles

LITOKOL - Defender 69

Companies at Mosbuild 2011

Mosbuild

Tile International 1/2011

M O S B U I L D by Chiara Bruzzichelli

Looking to Eastern Europe

The months following the fatal collapse of Lehman Brothers were painful for the economies of Eastern Europe, an area that also has an important impact on the destiny of many Italian companies (Eastern Europe being Italy’s second largest trading partner after Germany). Nervousness on international financial markets and the paralysis of interbank business flows put pressure on many of the region’s economies, which were considered vulnerable because of their dependence on foreign capital (direct foreign investment and bank loans in particular). At that time, experts saw Eastern Europe as one of the epicentres of the crisis - a sort of déjà vu of the Asian crisis of 1997 - and a source of risk for the whole of Europe. The International Monetary Fund (IMF) came swiftly to the rescue: in early November 2008, two agreements were signed by the IMF and the Ukrainian and Hungarian governments within a few hours of each other, the first worth 21 and the second worth 26 billion dollars. The months that followed saw similar bail-

outs for Latvia, Belarus, Romania, Bosnia Herzegovina and Serbia. Three quarters of IMF aid issued worldwide during the crisis were allocated to Central/Eastern Europe (before the Greek package of 130 billion euros, that is).

Theses days, the Eastern European states that once lay behind the iron curtain have already shown themselves well equipped to make a faster recovery than their Western European neighbours. In particular, two-speed European growth (with competitive, export-driven Germany at one end, and the slower-growing, peripheral euro zone economies at the other) is being projected eastwards by the better performance of those countries linked to the German cycle and specialising in the production of capital goods (e.g. Poland, Czech Republic and Slovakia). Turkey, the world’s fifth largest emerging economy, enjoyed the highest growth rate in Europe and one of the 10 highest worldwide in 2010. The Balkan states

Current situation Today’s situation is much more relaxed, and the anxieties of the time now look overblown. The greatest threat to European growth today is certainly not from the East, whose countries benefit from a “virtuous” situation in terms of public finance (with the sole exception of Hungary). The more relevant question now is: how far could the Balkans be damaged by a possible deterioration in the Greek crisis?

TILE CONSUMPTION (MILL. SQ.M) 2008 Eaestern Europe RUSSIA BALKANS

2009

2010

2011

2012

Consumption

696

616.9

637.9

678.9

734.4

% var.

0.2

-11.4

3.4

6.4

8.2

Consumption

194

155.2

162.1

175.1

192.9

% var.

13.2

-20.0

4.5

8.0

10.2

Consumption

126

102.4

92.4

94.5

98.8

% var.

7.7

-18.8

-9.7

2.3

4.6

(Albania, Croatia, Slovenia, Romania and Bulgaria), by contrast, look more heavily weighed down by the austerity plans drawn up by the International Monetary Fund: painful fiscal squeezes tend to damage the dynamics of domestic consumption. The migration of manufacturing from West to East, furthermore, may have slowed down in the past two years, but it has not stopped: increasingly, the East represents the manufacturing arm of the West. The return of stability to the East is also big news for Italy: according to data published by the Italian foreign trade institute, the number of Italian companies operating in Eastern Europe is four times higher than the number operating in China (taking into consideration only those with turnover in excess of 2.5 million euros, because the proportion would be even higher if small and very small companies were taken into account too). And we must also remember that over two thirds of foreign investments received by the East are aimed at serving the domestic market (and therefore have

INVESTMENTS IN CONSTRUCTION (AVERAGE ANNUAL % VAR. 2010-12) Average % var. in investments

GDP 2010

Investments in construction

2011

2012

2010

2011

Residential building

2012

2010

2011

2012

Russia

(5.1%)

4.7

4.3

4.7

2.7

5.4

7.3

0.5

3.4

6.2

Eastern Europe

+5.1%

4.2

3.8

4.3

2.3

6.4

6.8

0.9

4.7

7.2

Balkans

(+1.4%)

-1.1

1.8

3.5

-9.4

2.0

4.4

-14.4

1.0

3.6

Tile International 1/2011

Mosbuild

nothing to do with offshoring).

The construction industry in Central/Eastern Europe In line with the above, the Central/Eastern area of continental Europe reported higher GDP growth in 2010 (4.2% as against 1.6% in Western Europe) and a marked upturn in construction work in general (+2.3% in 2010, with forecasts of +6.8% in 2012) and residential building in par-

ticular (up to +7.2% in 2012). Tile consumption in Eastern Europe, which remained stable in 2008 before nose-diving in 2009, was already showing signs of recovery in 2010 - the only area of Europe to do so - when it reached 637.9 million square metres (+3.4%), and has since continued its upward trajectory, prompting forecasts of 734.4 million for 2012 (+8.2% on 2011), which would raise consumption above its pre-crisis levels. Russia in particular, which suf-

fered severely during the economic crisis of 2009, is showing encouraging signs of recovery, both in terms of GDP (+4.7% in 2010), thanks to raw materials price increases, and investments in construction (with growth forecast to rise from +2.7% in 2010 to +7.3% in 2012). Russia reported a faster recovery in tile sales in 2010 than the other Central/Eastern economies, and is forecast to continue to do so in 2011 and 2012 (+4.5% in 2010, +8% in 2011, +10.2% in

2012), thereby returning in 2012 to the same levels reached in 2008, i.e. 192.9 million square metres. The situation is less rosy in the Balkan area, which is facing greater difficulties in the economy in general and which reported a large drop in investment in construction in 2010 (-9.4%) and in residential building in particular (-14.4%). As a result, tile consumption has also fallen, from 102.4 to 92.4 million square metres (-9.7%). ✕

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The Natural Choice

M O S B U I L D by Gian Paolo Crasta

From Russia with hope million sqm PRODUCTION

2006

2007

115.0

2008

2009

135.0

147.0

2010*

117.0

126.0

EXPORTS

6.0

7.0

10.0

8.0

9.0

IMPORTS

41.6

47.2

54.0

30.0

36.3

BELARUS

14.0

15.0

16.0

12.0

SPAIN

10.1

11.5

12.5

7.5

8.5

ITALY

5.6

6.2

7.0

3.2

3.8

CHINA

9.5

11.0

13.3

8.5

7.0

UKRAINE

n.a.

2.5

POLAND

1.2

2.5

3.0

2.0

TURKEY

1.2

1.0

0.5

150.6 +14.8

175.2 +16.3

189.8 +8.3

142.7 -24.8

153.5 +7.5

From:

DOMESTIC CONSUMPTION

million sqm % Var.

*estimates Source: Tile Edizioni on various sources

Tile International 1/2011

THE RUSSIAN CERAMIC TILE INDUSTRY AND MARKET

With growth in local tile consumption of around 10.6%, Russia looks to have rounded the corner of world recession in 2010. Much of the wind in its sails comes from imports, which rose from 30 million sq.m in 2009 to over 36 million last year, representing an increase of 21%. These figures are still a far cry from the peaks recorded in 2008, however, when imports hit 54 million sq.m.

Imports One third of imports in 2010 were still from Belarus. Next up was China, with 7 million sq.m, although the Asian giant saw a further fall in volumes imported into Russia last year. Spain and Italy saw a slight upturn, with approximately 8.5 and 3.8 million sq.m respectively. Ukraine performed especially well, thus catching up with or perhaps overtaking Poland with 2.5 million sq.m, thanks to major investments in produc-

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tion plant in recent years, bringing the country’s imports close to Italian levels. Imports from Turkey, meanwhile, remained at the low levels reached in 2009.

Production and exports Local production also reversed its previously negative trend in 2010, to show an increase as at 31 December 2010 of 7.7% on 2009. According to early estimates, local plants produced 126 million sq.m of tile. Flooring products saw the biggest upturn, which, at 69.8 million sq.m, are now close to their precrisis levels again. Wall tile production remains in the doldrums, however, on about 56.8 million sq.m, as against 73.7 million in 2008. Exports from Russia rose in value by 1 million euros and reached a volume of 9 million sq.m.

Outlook for 2011 The tail-wind that gusted up again in the Russian market, especially in the second half of 2010, is expected to remain throughout the year. According to initial forecasts, national output should show further growth of around 12% by year’s end, taking production to about 138-139 million sq.m, thanks to more intensive use of installed capacity. No major new production lines are expected to come on-stream this year, with the exception of a wall tile line at Kerama Marazzi and a

new plant set up by Turkey’s Vitra Group. Imports are also forecast to regain the ground they lost last year. Spain and Ukraine in particular are expected to consolidate their growth.

Macro-economic scenario The good performance of the ceramic industry reflects an improvement in investments and in the general macro-economic climate. According to Confindustria Ceramica’s intelligence unit, Prometeia (which has published more cautious data on 2010 as can be seen in the pages that follow, Ed.), the Russian economy returned to growth in 2010, thanks in particular to an upturn in commodity prices and the gradual normalisation of credit conditions. Consumer activity also saw strong recovery, thanks to increases in wages and pensions and improvements in the employment situation. Construction investments came out of recession chiefly on the back of infrastructure and public residential building projects, but the recovery in private investments still lacks vigour. In 20112012, the recovery is expected to extend to the residential sector too, and will be backed up by increased dynamism on the civil engineering front, partly as a result of work commissioned for the 2014 Winter Olympics. ✕

Get your day off to a perfect start with www.CeramicWorldWeb.it 73

M O S B U I L D by Gian Paolo Crasta

The aesthetic evolution of ceramic in Russia

Vadim Karin

Interest in ceramic has grown exponentially in Russia over the past 15 years, to the extent that it has taken a sizeable market share away from other covering materials, such as parquet, carpet, natural stone and laminate. Once a strictly functional material for protecting

Tile International 1/2011

walls and floors against damp, ceramic tiles have metamorphosed into a key furnishing component, that is often the linchpin around which the entire interior design concept revolves. As such, they have captured the attention of both trade professionals, who now take a close interest in their aesthetic evolution, and private buyers, especially at the top end of the market. This evolution has been stimulated by the development of the local distribution market, the growth of the local ceramic industry and the invasion of imported products, which continue to spearhead the offering. To get a snapshot of the local market and its evolution, we met

Vadim Karin, the proprietor of Novus, one of the biggest dealers in St Petersburg and one of the most important in the entire Russian Federation, operating in the top segments of the market. Tile International: What products does the Novus range cover? Vadim Karin: We offer products from the leading Italian and European manufacturers. Our range includes a wide variety of ceramic tiles, mosaics, sanitaryware and bathroom furnishing elements, from the most classic collections to the most fashionable and innovative, in order to meet the needs of all the customers - mainly architects and interior designers - who buy

from us. Tile International: What types of customer do you serve? V. Karin: Our customers can be divided into two broad groups: private buyers and developers. The latter differ considerably from one to the next in terms of the type of product they choose. Construction companies, for example, need products that meet precise technical specifications and price criteria, so that they can satisfy the necessary quality requirements, stay within budget and depend on reliable delivery times. Most supplies of this kind are for major public and private construction works such as shopping malls, office complexes, car dealerships, leisure venues, gov-

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M O S B U I L D

ernment buildings, libraries, hospitals, museums, hotels, restaurants, infrastructures and sports centres. In projects of this type, tiles are one of many materials that could potentially be used, so our knowledge of ceramic, its technical and aesthetic properties and its use and application benefits plays a key role in helping buyers opt for ceramic. Tile International: And what sort of private customers do you serve? V. Karin: They are wealthy people, who choose our products to embellish their city homes or their holiday properties. They either select the materials they want personally or they seek advice from architects and interior designers. This type of cli-

Tile International 1/2011

entele is looking for environments and finishes in keeping with their tastes, culture, mentality, character and individual preferences. That is why we need to offer a sufficient variety of products to suit every requirement. Tile International: Including those of architects and interior designers? V. Karin: Certainly. Not least because we share the same mission: to supply customers with unique, fashionable solutions. Our offering, which differs enormously from the traditional Russian model of tiling, based on a light colour at the top, a decorative border and a dark colour underneath, is so varied that only a qualified specialist can appreci-

ate the various distinctions and produce a project tailor-made for the customer. Cooperation with architects and interior designers is therefore vital for Novus, because it helps final customers get their ideas straight and make the right choice. A few years back, we also launched an extensive communication and training programme specifically formulated for specifiers, which includes: seminars and presentations at our headquarters on the various products in our range, and touring seminars at the sites of our tile suppliers in Italy, Spain, Germany, UK and Portugal, known as Novus Design Travel. The programme, which started five years ago and has seen the participa-

tion of over 200 professionals from St Petersburg, enables Russian specifiers to improve their knowledge of ceramic products. To strengthen our links with architects and interior designers further, we are also developing a new initiative called Novus Design Promotion, which consists in providing promotional support for independent designers who are interested in raising their public profile but lack the means to do so on their own. Tile International: What are some of the most interesting architectural projects you have been involved in recently in conjunction with design firms? V. Karin: My list of favourites would certainly include the â&#x20AC;&#x153;Lake Houseâ&#x20AC;? residential complex, and

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Terminal 4 of St Petersburg Sea Port, undertaken with the A. Len firm of architects; the “Linkor” and “Nevsky 38” business centres with the workshop of Studio-44 architects; the reconstruction of the Senate and Synod buildings and their conversion into the headquarters of the Constitutional Court of the Russian Federation; not to mention the “B.N. Yeltsin” library we worked on with the firm Mikhailov. I am also very satisfied to have been involved in the restoration of a number of historic buildings, such as the Mikailovski fortress, the Singer Building and the pavilion of the Hermitage in the Tsarskoye Selo state reserve. Tile International: You’ve talked a lot about design: what does offering design products mean for Novus? V. Karin: It means proposing innovative ideas and applications for tiles in interior design, with a view to providing customers with the best solutions currently available. That is why we deal chiefly in imported tiles. Despite its rapid growth, the local industry tends to offer only mass-market, standardised products that do not meet the requirements of our clientele. We like to think of ourselves as a bridge linking local consumers with the varied international offering, and as shapers of the local aesthetic evolution. Despite our propensity for the new, we also take a lively interest in original and traditional ceramics from Italy, Germany, Great Britain, and so on. In fact our prod-

Tile International 1/2011

uct range includes majolica and clinker, so that we can offer not only contemporary but also traditional, classic and rustic materials. Tile International: How do you keep up to date with the latest developments? V. Karin: We constantly monitor innovations in both the technological and aesthetic arenas, and we pay periodic visits to the production plants of our main suppliers. We also go to the main trade fairs, such as Cersaie and Cevisama, which not only keep us up to date on the latest products, but are also an ideal opportunity to compare notes with colleagues from different countries and cities, assess which trends are most likely to take root on the Russian market and which innovations have already established a track-record. We obviously also go to Mosbuild in Moscow. Tile International: How is the construction industry developing in St Petersburg? V. Karin: The current situation is pretty complex, both in St Petersburg and in Russia as a whole. The boom years before the financial crisis spawned a large number of new buildings and restorations of various types. Certain categories of building almost reached the point of complete saturation, such as multi-purpose commercial centres and car dealerships. But the crisis has caused a massive reduction in investments across all sectors, in-

cluding those which could reasonably be expected to grow, such as the hotel and catering industry, sports infrastructures, etc. Unexpectedly, there has also been a drop in the income of our private clientele. So demand for tiles has dipped recently, and

I think we can expect a long period of recovery before we get back to the pre-crisis levels. The upturn will be driven by investments from solid, mostly multinational companies. But we are also looking forward to an up✕ swing in private demand.

NOVUS, ID card Founded in 1997 by Vadim Karin, Novus currently employs 40 people and has divided its activity into three business units corresponding to each type of customer: private buyers, developers and resellers. For its private customers, Novus operates through the Elite showroom, which covers a surface area of 350 square metres, divided into nine display areas. As well as by sales staff, customers are assisted by two designers, who draft preliminary furnishing projects and prepare the necessary documentation for building contractors. The services for developers and resellers are handled by highly qualified professionals, including market analysts, who are constantly updated by means of on-site training programmes, seminars on the latest products and visits to the production facilities of the manufacturers of the materials offered for sale. Close attention is also paid to logistics, which are centralised in a warehouse capable of storing 25-30,000 square metres of tile and is soon to be further improved with an online ordering system. Novus’s business is chiefly focused on St Petersburg, but also extends to other regions of the Russian Federation. In 2010, the company was one of the three main suppliers of McDonalds Russia, to which it supplied materials for over 35 restaurants throughout the country. LIST OF ALL BRANDS MARKETED AT NOVUS

Bianchini&Capponi Bisazza Casa dolce casa Ceramica Fioranese Vallelunga Ceramiche Grazia Cottoveneto Decoratori Bassanesi

Doremail Etruria Fap Graniti Fiandre Horus Art Klinker Sire Lithos Mainzu

Original Style Peronda Porcelanosa Venis Settecento TopCer Zahna

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