showroom - Tile of Spain

Photograph of the spectacular Spanish Pavilion, covered with multi-coloured lattice tiles.The hexagonal ceramic tiles make up acomplex screen system. Alejandro Zaera alsodesigned the stainless steel structures andfixings, while the 15,000 ceramic tiles (11,000hollow and 4,000 flat) were designed byCerámica Decorativa and Toni Cumella. Thescreen uses a system or set of 14 tiles, sixdifferent hexagons each with theircorresponding mirror image– the wall has beenclad on both sides– plus two special pieces tomake the corners. The overall appearance ofthe wall is that of an irregular membrane, avisual effect that is heightened by the warmhues of the generous color palette that hasbeen used: two reds, selenium orange, yellow,salmon and dark brown.Spain and its sun, sand, wine and leather, etc., are the inspirationbehind the colours used for these lattice tiles.between the indoors and outdoors and filteringthe light to create a rich effect of lights andshadows.Cerámica Decorativa and Toni Cumelladevised a special production process for thesetiles, taking into account their complexity inorder to deliver the technical specificationsthe project demanded. Fourteen moulds hadto be made for the wet paste and the tiles hadto be fired twice. The first was a slow firing ina tunnel kiln to give the tiles the requiredstrength. Then, after the application of thesurface glaze by spray painting, the tiles weregiven a second firing in a muffle kiln, whichlasted 26 hours.Japan’s rigorous earthquake regulations meantthat Zaera and Mousavi had to leave a gap ofone or two centimetres between each of thesides of the tiles. The requirement in factfavored the project as the gaps have given thefaçade an air of lightness. The space betweenthe screen and the solid inner structure acts asa kind of porch, blurring the boundariesThe end result is a pavilion that is undoubtedlyone of the most outstanding at this WorldExposition. The architect himself has suggestedthat when the exhibition closes, the tiles bedonated to nurseries in the city of Nagoya forthe children to play with or to the city’s parks,as sculptures, “so that some of the fabric ofSpain can become an integral part of Japan.”04CERASPAÑA

INNOVATIONS IN THE SPANISH CERAMIC TILE SECTORAS A FOLLOW-UP TO THE SERIES BEGUN IN CERASPAÑA 12, WE AGAIN PRESENT THE LATESTINNOVATIONS DESIGNED BY SPANISH COMPANIES. FEATURED ON THIS OCCASION ARE AZULEJERAALAPLANA AND CERÁMICA TRES ESTILOS.ALAPLANAJama Realstone ventilated façadesThe ceramic tile manufacturer Alaplana is always attuned to newdevelopments in ceramic tile manufacturing and market needs. In theirsearch for new product applications and ways to enhance current applicationsystems, so as to give ceramic tiles a competitive edge over other types ofcoverings, they have developed, together with their suppliers of auxiliarymaterials, a fixing system and a product range for the effective constructionof ventilated façades.The ventilated façade system with hidden fixings for ceramic tiles providesarchitects with another building alternative with which to achieve porcelaintile finishes that are unequalled by other types of claddings.Close up of the finished ventilated façade system developed by Alaplana.06CERASPAÑA

Furthermore, Alaplana bonds its products for ventilated façades to a meshsupport using fibreglass and polyurethane glue in order to meet the market’smost exacting safety and quality standards.CERÁMICA TRES ESTILOSTrim for floorsThe company Cerámica Tres Estilos has unveiled its new product, Trim, whichoffers a decorative solution for interior floors.Trim for floors is a product designed to add a touch of distinction by meansof a cutting-edge artistic concept that combines ceramics and glass.Cerámica Tres Estilos defines Trim for floors as a “global decoration concept”.This product is capable of infusing settings with decorative style, as opposedto the functional purpose currently given to skirtings: it adds new aestheticflair without giving up any traditional product advantages.Moreover, it guarantees that field tiles and skirtings will have the samecolors, shade and finish, with a decorative glass trim.Back view of a ventilated façade with hidden fixing system by Alaplana.From the vantage point of logistics, something which is of interest todistributors, this product allows for a drastic reduction of skirting stock, sincepieces are multi-functional and almost fully interchangeable (the same piececan be combined with a large number of floor tiles) while also avoiding thecalibre problems that often arise in traditional installations.This system offers significantly improved performance and safety featuresover earlier versions. Standing out among them are:1. Machining of ceramic tiles. Prior to installation, tiles undergo a minimalamount of machining where incisions or grooves are cut into their corners,which enables them to be flush-fit using a standard process.2. Reduced on-site piece handling: grooved tiles fit perfectly into place andtherefore are easier for installers to handle, unlike other unwieldy systems inwhich tiles have profiles attached.3. Zone fixing. Tiles are machined with a groove that is used to fit pieces in fixingclamps; groove length and clamp size are what enables fixing elements to remainhidden from view. The system can absorb any type of variation without causingany stress to be exerted between the grooved piece and the clamp.4. Frost-resistant tile machining. The accumulation of water in certain areascan entail a severe risk in cold climates since water is prone to freeze andbreak the cavity it is housed in when it expands. The system of groovedpieces is designed to prevent this from happening, thereby guaranteeing thetechnical properties of the ventilated façade system.5. Replacement of pieces on the façade without the need to use adhesivesor exert stress on the cladding. With the Realstone system, any piece can beremoved at any time simply by using stainless steel auxiliary tools; no specialmachining is required and pieces with standard grooving can be fit in placein less than a minute.This solution developed by Tres Estilos includes floor tiles and skirting.CERASPAÑA07

The use of a single type of floor tile throughout the premises creates a sense of visual continuity.FUNCTIONALITY AND AESTHETIC APPEAL – AN IDEALCOMBINATIONCERAMIC TILES PLAY A LEADING ROLE IN THIS INTERIOR DESIGN PROJECT FOR A HAIRSTYLING SALONIN VALL D’UXÓ. THE DUAL FACETS OF CERAMIC TILES – TECHNICAL FEATURES AND GOOD LOOKS –WERE THE CATALYSTS FOR THIS CHOICE OF MATERIALThe interior design project, to create a new hairstyling and beauty salon, firstcame to our notice last year through the competition for the Tile of SpainAwards. The salon is a generously proportioned space which takes up theentire ground floor of an existing building in Vall d’Uxó, Castellón.The first thing that catches the eye is its exterior appearance. The outdoor wallsprovide the interior with the intimacy needed yet allows a subtle glimpse insideof the salon. The façade is a huge shop window with no woodwork or otherencumbrance to obstruct the visual continuity between interior and exterior. Thehuge windows (29.5’ long by 10’ high) are dressed with large sheets of microperforatedcanvas, decorated with motifs pertinent to the trade, that afford thedegree of privacy necessary for clients to feel comfortable.Inside the salon the décor has been designed to create different areas fordifferent uses. Although clear open spaces are predominant, the overall spacehas been divided, specific areas are very well defined:- The entrance to the salon comprises three different areas: one fordisplaying products, the reception area and a waiting area.- Following into the premises is the area where the washbasins arelocated, with the treatment area opposite.- At the back of the salon, for greater privacy, are the washrooms, officeand a private area where staff can do their own work.08CERASPAÑA

Four colors primarily, from a neutral palette, have been used to decorate thesalon: white, grey and black, with red as a contrast. That these colors have beenchosen is a reflection of the innovative character of the salon, which tries todistance itself from the image of conventional hairstyling salons and project itsmore innovative and high design vision.The furniture used consists of classical pieces that have been given an update.An attempt has also been made to neutralize the structural parts of thearchitecture, for example, using the pillars as supports for the shelves, thusmaking them part of the furniture.One of the most visually innovative and surprising features of the projectwarrants a particular mention: the use of images specific to the beauty tradeto decorate functional features of the salon such as the canvases, doors andso forth. Motifs that allude to hairstyling, for instance, have been screenprintedonto the doors to the various rooms blending together functionalityand design.CERAMIC TILES WITH SIMPLE LINES CREATE PURE DESIGNOne outstanding aspect of the project is the abundant use of ceramic tiles. Theseare tiles whose lines are simple and whose design is minimalist and that, withtheir neutral colors, project a certain purity.The features and versatility of the 30 x 60 cm. (12” x 24”) Lapat Visón porcelainstoneware tiles by Apavisa Porcelánico, made them the top choice for theflooring. These same tiles have been used throughout the salon regardless ofwhat the various spaces are being used for.The walls behind the washbasins and the walls of the workstations have beendressed with red 10 x 10 cm. (4” x 4”) stoneware tiles from the Colori series byMarazzi Iberia.The wall tiles used in the washrooms are white, 33 x 44 cm. (13” x 17”)mosaic-look tiles from Keraben’s Concept series.The decision to use ceramic tiles was based on a study of a number of issuesrelating to the salon’s usage. The continual back and forth traffic and theexposure of the material to certain chemical agents– in this instance hair dyes–prompted the choice of ceramic as the main material to be used to decorate thesalon. The cleaning products required to keep the salon perfectly clean andsanitized, also pointed to ceramic tiles as the material of choice.In this project ceramic tiles have been combined with other materials, demonstratingonce again that they blend easily with such disparate materials as quartzagglomerates, steel, glass and more.The mix of different materials, the use of neutralcolors and the choice of simple furniture and decorative features have all contributedto create an establishment that is clean, clear, open and with a hefty visual impact.Porcelain tiles were chosen for their aesthetic value, as well as their resistance, hygiene andeasy care.Project: Peluquería Carlos EscuderLocation: Vall d’Uxó - Castellón - SpainInterior Designers: Bambalina DecoracióTiles supplied by Apavisa, Keraben and Marazzi-IberiaCERASPAÑA09

SHOWROOM NEW TRENDSDISCOVER THE NEWEST COLLECTIONS OF SOME OF THE MOST INNOVATIVE COMPANIES FROM SPAINCOLORKERCOLORS SERIESColorker launched the Colors series at thebeginning of this year (2005). These new walland floor tiles come in a wide selection of boldcolors that re-visit the design style of the1960s, yet are in line with current trends. Theseries is made from white paste in just 20 x 20cm. (8 x 8”) and 31,6 x 31,6 cm. (12.5 x 12.5”)formats for the wall and floor tiles respectively.Complementary trim pieces include a range ofborders, trims and decor tiles that are a perfectfit for the style of the series and are available ina choice of 13 mix and match colors.www.colorker.com · colorker@colorker.comROSA GRES GRES PORCELÁNICO SERIESThe new and original porcelain stoneware series being launched by CerámicaSugrañes (Rosagres) consists of mesh-mounted 5 x 5 cm. (2 x 2”) spots with naturalflowers set in resin. This is a tile for interiors with a relief feature that will create light,cheerful, natural spaces. www.rosagres.com · rosagres@rosagres.com10CERASPAÑA

SHOWROOMCRISTAL CERÁMICASOSLO SERIESThe Oslo series is a new collection of porcelainstoneware tiles from Cristal Cerámicas.Manufactured to UNE-EN ISO10545 standardsthey have an outstandingly low water absorptionrating: 0.1%. These tiles can therefore be usedboth indoors and out, even in the most challengingconditions. Because it is available in a wide rangeof formats and colors (white, beige, ochre, grey,tobacco and black) the series can be used todecorate any room, all of which will share acommon denominator: elegant design. The Osloseries includes other wall features such asborders, inserts and decors along with a number ofmesh-mounted decors available in many differentsizes and colors.www.cristalceraicas.comcristal@cristalceramicas.comAZULINDUS Y MARTÍLEVEL SERIESLevel is the new series in the Pavimento 2005collection by Azulindus y Martí. Level is astoneware tile that is ideal for interiors and lendsa very rustic, traditional touch. Level has alsobeen tested for wear resistance and rated asclass IV, with a MOHS rating of 8. These tiles areavailable in an 45 x 45 cm. (18 x 18”) formatand trim pieces include a 2 x 45 cm. (7/8 x 18”)trim and some 2 x 2 cm. (7/8 x 7/8”) spots.www.azulindusymarti.comazulindus@azulindusymarti.comLA PLATERA ETRUSCO SERIESLa Platera has launched a new wall tile series that will give a unique touch of elegance to any room. The33,3 x 50 cm. (13 x 20”) tiles are ideal for interiors. The Etrusco series is complemented by very attractivetrim pieces (matching floor tiles, mouldings and borders) that will add beauty to any space while providingthe perfect finish. www.laplatera.es · info@laplatera.esCERASPAÑA11

SHOWROOMREAL CERÁMICA IGUAZU SERIESReal Cerámica has called their recently launched new range of tiles “Iguazu”.Single-fired, porous and with a glossy finish, Iguazu is available in white, greenand blue and in just one format, 27 x 37 cm. (10.5 x 14.5”). This discreet butexclusive design is perfect for interiors, bathrooms and kitchens and comeswith matching trims including borders and mouldings.www.realceramica.com · realcer@realceramica.comFLAMA 2 TITAN SERIESFlama 2 is introducing the Titan series, which has been developed especiallyfor kitchens and bathrooms. Titan is available in a single format– 10 x 10 cm.(4 x 4”) – and in a limited range of colors with brown as the predominant shade.Flama 2’s latest new product is ideal for rooms where the designer is seeking toachieve a personal, individual touch and where tiles play a central role.www.u-tile.es · comercial@u-tile.esAZULEJOS SANCHISINDIANA SERIESIndiana is a new series of stoneware floor tilesthat perfectly imitate several different types ofwood such as beech, oak, cherry, walnut andwenge. Indiana is ideal for kitchens, interiorsand even facades as it can be used as both afloor and a wall tile. It is worth noting that allcolors of Indiana tiles are rated PEI IV, makingthem much stronger than natural wood. The30 x 60,5 cm. (12 x 24”) and 15 x 60,5 cm.(6 x 24”) formats mean they are easy tocombine with trims such as a skirtingavailable in all colors and with trims such asthe E-3250 FL and E-3250 DES border tiles.www.sanchis.com · export@sanchis.com12CERASPAÑA

SHOWROOMCERÁMICAS AZAHARDOGONS SERIESDogons is a very contemporary series. Itsdesign is unusual, 23,5 x 35,5 cm. (9 x 14”) asis its extensive color palette (white, black,yellow, green, orange, blue and pink) and widerange of relief-finished special pieces (spotsand trims in all colors). All of the latter aremodular and can be used to create extensiveroom styles. The series is also designed so thatthe different colors can be combined, offeringeven greater versatility and the opportunity topersonalize every space in an original way.Dogons offers extensive decorative potentialso it can be used in all parts of the home.www.incea.com · info@incea.comPERONDALEÓN SERIESInspiration is a powerhouse of ideas that generatesthe best creations and this is the genesisof Peronda’s new León series. Available in fourdifferent shades and three different formats–45 x 45 cm. (18 x 18”), 33 x 66 cm. (13 x 26”)and 33 x 33 cm. (13 x 13”)– León is madefrom through-bodied porcelain and is an idealsolution for both interior and exterior architecturaluse such as facades. These are attractivetiles whose main feature, their soft reliefdesign, lends a touch of originality to unconventional,daring, cutting edge spaces. TheLeón series can help express original, attractiveideas, reflecting contemporary, dynamicaesthetics that are looking into the future.www.peronda.es · peronda@peronda.esCERASPAÑA13

SHOWROOMCERAMICALCORASERIE LUARCAWith its Luarca series Ceramicalcora isdisplaying the cutting edge side of its creativeefforts. Luarca has been especially designedfor dressing the most contemporarybathrooms with an air of sophistication. Thesingle format 31,6 x 44,5 cm. (12.5 x 17.5”)tiles are available in ivory, graphite and walnut,providing a cue for creating walls with sharpcontrasts. Luarca can also be combined withmatching decor tiles (mouldings and trims)both from the same series or from othercollections such as Navia, Laguna and Tineo.www.ceramicalcora.comcomercial@ceramicalcora.comVENUS CERÁMICAVENUS SERIESVenus is launching its new Ladies Collection, acollection inspired by oriental textures, centeredon cloth. The collection’s most notable series isMedusa, 25 x 50 cm. (10 x 20”) single-firedtiles. The series includes three novel colors forskirting boards: red amour, blue fétiche andbrown hypnotic. Three sets of luxuriouslyfinished trim pieces complement the series, tocreate rooms that are warm and sensual.www.venusceramica.com · venus@ascer.es14CERASPAÑA

SHOWROOMDELTAKERCANTERA SERIESDeltaker has named their new series of walltiles Cantera. This is a collection of elegantporcelain stoneware tiles with which to createwarm, welcoming interiors and bathrooms. Thetiles come in two formats– 10 x 10 cm. (4 x 4”)and 10 x 20 cm. (4 x 8”)– and in an assortmentof colors: coral, sand, green, beige, brown andblack. Consequently, they are easy to combinewith other items in the series as well as withmouldings made of different materials such asstainless steel, glass and resin, all of which areavailable in a variety of sizes.www.deltaker.com · deltaker@deltaker.comAZULIBERAZOV SERIESWith its Azov series Azuliber is introducing adouble-load porcelain stoneware tile that willtransform a bathroom into an elegant,welcoming space. The series is available in asingle size- 30 x 60 cm. (12 x 23.5”)– andranging in colors of black, red, olive, grey andflame). Trim pieces are also available, includinga grey, 14 x 30 cm. (5.5 x 12”) border tile.www.azuliber.com · azuliber@azuliber.comCERASPAÑA15

SMALL PIECES, BIG SOLUTIONSSPECIAL PIECES AND TRIMS HAVE ALWAYS PLAYED AN IMPORTANT ROLE AS FUNCTIONAL OR AESTHETICCOMPLEMENTS TO CERAMIC WALL AND FLOOR TILES. NOWADAYS CONSUMERS CAN CHOOSE FROM ANEXTENSIVE RANGE OF PIECES AND CAN ALWAYS BE ASSURED OF A HIGH-QUALITY FINISH IN ANY SETTINGWHERE THEY ARE USEDOxidum series, by Land Porcelánico.Within the large assortment of ceramic tile products that Tile of Spain offersto customers all over the world, we would like to highlight the wide array ofspecial pieces that are available to add decorative flair or personalize a settingor to provide a stylish and functional way of finishing a tiled surface.On another front, there are also other special pieces that, unlike trims, performsome “special” function within a ceramic tiled scheme. Examplesinclude: skirtings, corner caps, handrails, step-tiles, special pieces forswimming pools, etc.The purpose of trims is to provide the finishing touch to a floor or wall.Trims are not stand-alone pieces and only take on meaning within a layout,that is, in combination with field tiles. Mainly, these types of pieces performa decorative and aesthetic function. The following may be classifiedas trims: borders, insets, listels, strips, mouldings, etc.There are also those pieces that fall somewhere in between, making it hardto distinguish whether they are trims or special pieces, or else which simultaneouslybelong to both categories. An example would be those piecesused for wall transitions and to finish a wall section, giving it added decorativeflair.16CERASPAÑA

LATEST TRENDS IN DECORATIVE PIECESThe interest in minimalism in recent years has led to a simplification in thecolor and patterns of decorations and decorated pieces.As far as color goes, as is the case with field tiles, there are two competingtrends. On one hand, there are extremely lively, electric colors rooted in thepop aesthetic; on the other, a much more neutral chromatic palette with soft,natural colors.The advent of horizontal formats and the combination of different wall tile formatshas led to the emergence of vertical borders, giving rise to new ceramictile layouts.Palma series, by Rosagrés.Taos series, by Cerámicas Diago.Magic series, by Cerámicas Aparici.In the way of decorations, more figurative schemes have given way to pronouncedgeometric reliefs, the use of graphic symbols, the reproduction ofnatural textures, pop motifs, etc.Cubic series, by Equice Cerámica.Another new development in trim design is the combination with other materials.Thus, there are glass listels combined with metal, wood, stone, naturalfibers and even seeds and grains. This is one of the latest trends that can beseen today in the Spanish industry, which leads the way in the production ofthese types of complementary pieces vitally important in infusing settings witha touch of distinction.CERASPAÑA17

BE CREATIVE!ASCER IS LAUNCHING ITS NEW TILE OF SPAIN IMAGE CAMPAIGN IN ORDER TO BOOST THE SECTOR’S BRANDIMAGE AND THE PRESTIGE OF SPANISH CERAMIC COVERINGS WORLDWIDE, AS WELL AS PROMOTING THEIRUSE IN ORIGINAL AND CREATIVE PROJECTS, PARTICULARLY AMONG MATERIAL SPECIFIERSFirst of the series of ads designed for the new campaign.ASCER has entrusted the latest “Tile of Spain” advertising campaignto one of Spain’s top agencies, “ruiz + company”. This firm has optedto focus on the creative force of the Spanish ceramic tile industry andthe inspiration it provides for designers and architects around theworld. In this interview, David Ruiz, the agency’s co-founder, offers aninsight into the key ideas included in this campaign.What’s the basis for the new advertising campaign you have createdfor Tile of Spain?Our main objective was to come up with a campaign that reflects the currentpotential of the Spanish ceramic tile industry, not merely from a technologicalor commercial perspective, but also researching the vast number of possibilitiesthis industry has to offer architects and design professionals ingeneral in the development of creative and innovative projects.We were intensely aware of the market segment we were targeting, and wantedto create a campaign capable of transmitting the position of the Spanishsector on the international market using a purely emotional message.18CERASPAÑA

We wanted to project a consolidated and modern image for the sector, aswe consider that the values of tradition are implicit in the actual trademark;our idea was for ceramic tiles to be perceived as a material capable of offeringan unlimited range of possibilities when tackling a project.The campaign incorporates its own visual language through the use of agraphic code that can create various original designs that are favorable forreflection, with the “Be creative” concept running throughout.What made you choose a baseline like “Be creative” for this campaign?Do you feel that creativity is one of the defining features of theSpanish ceramic tile industry?It’s more than that, I would go as far as to say that creativity is a definingfeature of the way we are, of our history and culture.And within the framework of the international ceramic tile industry, that’s adifferentiating factor that sets us apart from all other markets and places usin a privileged position which we must use to maximum advantage.This campaign is essentially provocative. We want to make it absolutelyclear to everyone that product and creativity are inextricably linked, and toensure that the professionals we are targeting see our industry as givingthem free rein to tremendous creativity when developing projects.Having worked closely with our industry in order to produce thisadvertising campaign, what’s your vision of the sector today?We are convinced that the Spanish ceramic tile industry is going through anextremely positive period.It’s absolutely true that Spain’s creative image is gaining strength abroadand that recognition for Spain’s capacity for design is on the increase.Indeed, this is true not only of the design sector, but also in all aspects relatedto creativity and applied to sectors ranging from gastronomy to architectureto music. Spain and its products are becoming increasingly attractivefor international markets.All this, combined with our love of tradition, state-of-the-art technology andcommercial potential of a large number of Spanish firms operating in thesector, leads us to predict that the current outlook for the future is tremendouslypromising.What would you say are the strengths of the Spanish ceramic tileindustry in comparison with other Spanish firms whose internationalimage you have been responsible for?Tradition and innovation. A consolidated industry with a long-standing traditionthat has proved capable of creating avant-garde products thanks to determinedefforts in research and development, together with the tremendous commercialand industrial potential of many of the companies operating in this sector.Tile of Spain’s international advertising campaign will be kicking off in Julyand over the coming months will be featured in more than 50 design andarchitecture magazines in countries such as the USA, France, Germany, theUK, Russia and Italy. It will also act as the base image for other promotionalelements within the sector including collective presence at fairs, on postersand in catalogues, etc.AN INTERNATIONALLY ACCLAIMEDAGENCYFounded in 1993 by David Ruiz and Marina Company and based inBarcelona, “ruiz + company” is made up of a group of copywriters,art directors and graphic designers, specialised in the creation ofinnovative concepts and codes for brands and trademarks.They work in a number of areas including corporate identity, advertising,packaging and broadcast design. They have created campaignsfor numerous companies and organisations, including Barcelona CityCouncil, Camper, Levi’s, Ocean, Martini, Hewlett Packard, Palau de laMúsica Catalana, Chocolat Factory, Base, Dewar’s White Label,Damm, Canal+, TV3, Volkswagen and Cruz Verde.They have received more than 80 national and internationalawards, a few of which are listed below:- Clio Award for Graphic Design. USA.- 4 Golds at the Clio International Festival. USA- 3 Silvers at the Clio International Festival. USA- Art Director’s Club of New York Gold Medal.- Gold Cup at the London Advertising International Awards.- Gold Lion Award at Cannes International Festival.- One Show Selection. USA- 5 Red Dot Awards for Communication Design. Essen,Germany.- Best of the Best Red Dot Awards for CommunicationDesign. Essen, Germany.- Fab Award for Packaging. London.- 2 Certificates of Excellence in Communication Arts. USA- 3 Golds for Best Pack. Spain.- Gran Prix Award for Graphic Design at the San SebastianAdvertising Festival. Spain- Golden Sun Award at the San Sebastian AdvertisingFestival. Spain- Silver Sun Award at the San Sebastian Advertising Festival.Spain- 16 bronze Laus Awards.- 9 silver Laus Awards.- 5 gold Laus Awards.CERASPAÑA019

TILE OF SPAIN AT MOSBUILD AND COVERINGS 2005FOR THE 18 TH CONSECUTIVE YEAR, THE TILE MANUFACTURERS OF SPAIN SHOWCASED THEIR LATESTPRODUCT LAUNCHES TO THE U.S. MARKET AT COVERINGS 2005, THE TILE, STONE AND FLOORING EXPO.LIKEWISE, THE PARTICIPATION AT MOSBUILD, HELD IN MOSCOW IN APRIL 2005, WAS SUPERBThe Pavilion of Spain hosted 77 tile companies at the Orange County ConventionCenter in Orlando, FL May 3 – May 6. Covering 90,100 square feet, the Pavilionof Spain held audiovisual presentations on the history of ceramic tile, 2005 tiletrends, recent technology, industry data and the Tile of Spain Awards forArchitecture and Interior Design. Seminars were conducted by Tile of Spainconsultant, Patti Fasan, CTC, CTIOA, and a traditional tapas lunch, a favoriteamong visitors, was served daily. Tile of Spain also hosted an appreciation nightfor dealers and distributors and a Tapas on Tile event for the press.“Participation from manufacturers, dealers, visitors and the press wastremendous this year. We were thrilled to present such new and innovativetechnologies and trends to the market – all of which were received with muchenthusiasm,” said Javier Soriano of ASCER, “Also, the new Pavilion design wasoutstanding. It truly captured the exciting and progressive thinking of Spain.”Photo of the Spanish pavilion at Coverings.DESIGN AND EDUCATIONAL PROGRAMS SPONSORED BY TILE OF SPAINAs part of its ongoing support of educational programs for the tile industry, Tileof Spain sponsored the Coverings conference by Jon Trivers, President ofMarketing Wit and Wisdom, “The Five Most Important Consumer Changes toAffect Your Business”.Photographs taken during the Coverings (left) and Mosbuild (right) fairs.During the annual stone and tile expo, Spain’s manufacturers unveiled theirlatest products for the U.S. market. Large format tiles; ceramic wood, stone andtextiles; retro to earth-inspired style sensibilities; and the latest technology wereevident throughout the Pavilion of Spain.Developed to protect buildings from environmental elements, ventilated facadesprovide insulation, increasing sustainability, soundproofing and aesthetic options.Tile of Spain branded tile’s inherent qualities - low porosity, element resistance,heat transference and lighter weight than natural materials - can provide anestimated energy savings of 25-35%, a 10-20% reduction in noise transfer.TECHNOLOGY ADVANCEMENTS: LARGE FORMATS & TILE RECTIFICATIONNo longer limited to the standard 12x12” sizes, Spain’s manufacturers areproducing larger formats that are up to 48”. This variation in formats isexpanding installation options for designers. For instance, ceramic tile whichcaptures the feeling of wood is now offered in sizes similar to its naturalcounterpart, as well as, making tile a more attractive option for exterior cladding.Advancements in tile rectification are insuring that tiles have a smooth edge andare identical in size. These advancements are making it easier and moreefficient to specify tile for a number of applications including installations thathave the feeling of natural materials and ventilated façades.Larger formats and more precise rectification processes make porcelain tile forventilated façade systems more accepted and specified for such installations.MOSBUILD, A NEW SUCCESS FOR TILE OF SPAIN54 Spanish floor and wall tile manufacturers exhibited at the 11th Mosbuildtrade fair, which was held in Moscow from 4th –7th April.Sponsored once again by ICEX, the Spanish presence took up 2000 squaremetres of exhibition space, making the Spanish stand one of the mostprominent. With 32 countries represented all together, the show has substantialinternational resonance.109,000 visitors flocked to Mosbuild during the four-day event, which is a mustfor companies that want to get to know their customers and consumers in theRussian Federation.20CERASPAÑA

COMPANY NEWSPAVIMBE, ON THE SIDE OF THE ENVIRONMENTThe company Pavimbe (Pavimentos Bechí), which specializes in theproduction of ceramic biscuits for special pieces, plans to install filters topurify its airborne emissions. The project also includes pumping thisfiltered air through ducts for its subsequent reuse in the drying of ceramicbiscuits.ALCALAGRÉS INAUGURATES NEW FACILITIESThe President of the autonomous region of Madrid, Esperanza Aguirre,inaugurated Alcalagres’ new facilities in Camarma de Esteruelas (Madrid),which required an investment of 18 million euros.In the main, funds were allocated for the installation of two new 4,600-metric ton presses, dry-process coloring lines and what now amounts tothe world’s largest tile polishing line. Together with the company’sexisting facilities, these new investments will boost Alcalagres’ productionoutput to over ten million square feet per year.CERÁMICAS GAYA’S “SHOP IN SHOP”Sanigrif, a distributor of bathroom furnishings, taps and premiere ceramic tilebrands, has opened up a “shop in shop” featuring Cerámicas Gaya in Benidorm.This is the first display space reserved exclusively for a ceramic tilemanufacturer which this leading distributor has opened.The “shop in shop” concept is used by Gaya to display its products in distinctivefashion. In Gaya’s exclusive showroom space, a new mix of marketing andcommunications has been used to make direct contact with end users.INALCO UNVEILS ITS NEW “I PLUS” TECHNOLOGY AT CERSAIE 2005IInalco will present its new “I Plus” technology at the next edition of Cersaie. Thisnew system allows Inalco to create highly realistic ceramic tiles with their ownunique style.Alcalagres, which has now been in business for 15 years, exports 30% ofits production to more than 35 countries. It has a subsidiary in the US andover 900 distribution outlets all over Spain through its eight branches.Alcalagres, a company that is owned by the Centunion Group, specializesin the production and sale of unglazed porcelain tiles.TAU CERÁMICA, WINNER IN THE “PEARLS OF CERAMICS 2005”COMPETITIONThe Corten series by Tau Cerámica has won the “Pearls of Ceramics2005” award held each year by the Polish magazine “Wokół PłytekCeramicznych”.The Corten series received the award in the exterior applications division.The jury of the competition, chaired by the designer, Itta Karpowicz-Starek,held in high regard the artistic and technical characteristics of the tiles,achieved through a proper selection of shades. The large-format tiles inthis series also made a favorable impression on the jury.GAYAFORES: NEW INVESTMENTSFounded in 1897, Gayafores plans to enlarge its warehouse in 2005. Thiswill consist of expanding its covered storage facility, outfitting it with newequipment, improving and enlarging the order preparation area as well ascreating an after-sales service. On another front, an estimated investmentof 500,000 euros has been budgeted for enhancements in the company’sproduction plant to be undertaken in late 2005: These will include newindustrial bays (approximately 6,5000 square feet of additional space), anenlarged and improved raw material supply section, etc.“I Plus” can be used for the entire decoration of all types of ceramic surfacesand reliefs, and all types of materials can be reproduced with never-seen-beforepiece variety. On another front, Inalco has also developed new wall tiles with aspecial repellent treatment that prevents dirt and grime build-up on the tilesurface, allowing easier cleaning while conserving original lustre.ROCA CERÁMICA INAUGURATES ITS INTEGRAL LOGISTICS CENTER INCASTELLÓNRoca Cerámica has built a second Logistics Center at their Castellón site,which forms part of Roca’s “Integral Order Management System”. Thisunique system encompasses from order reception to packaging anddispatch. It is directly connected with production planning, which ensuresefficiency, promptness and zero errors.CERASPAÑA21

COMPANY NEWSThis center, located in the Belcaire industrial estate (Vall d’Uixó), occupies12,300 square feet and can store close to 40,000 pallets. It isinterconnected with Roca’s logistics facility and together they ensure betterand more efficient service worldwide for orders of all volumes, from fullpallets to highly sophisticated picking.Ónix is the first company in Spain to decorate mosaic pieces. Thetremendous potential of mosaics in decoration has prompted this companyto rethink the design of its pieces and to come up with innovative solutions:at present, it is the only Spanish company in its sector that manufactures1,2 x 1,2 cm. (0.5” x 0.5”) and 2,5 x 5 cm. (1” x 2”) pieces.On another front, Roca Cerámica received the Grand Prize for the best standat Coverings 2005 for its amazing 1,400 square feet stand that featured thevery latest in ceramics design, technology and decoration.Ónix’s glass mosaics are available with three different types of backings:paper sheet, fibre mesh and PVC dots. The latter represents a breakthroughin this field, since these dots help to fasten mosaics, allow the product to bestored outdoors and provide a substantial savings in time.CERÁMICAS DIAGO PARTICIPATES IN AN ENVIRONMENTAL PROJECTCOLORKER TECNOLOGÍA ATTENDS AIA 2005The ceramic tile manufacturer, Colorker, made its debut at the internationaltradeshow AIA, which was held in Las Vegas from May 19 th to the 21 st andbrought together a significant number of specifiers and project planners.Colorker took advantage of this opportunity to present Colorker Tecnologíato the US market. This is the new consulting division which the companyhas started in order to provide support to professionals in the fields ofconstruction, architecture and design.Cerámicas Diago has signed an agreement with “Colorificio CerámicoBonet” and other companies involved in the ceramic tile production processor lifecycle that breaks new ground in environmental protection. Alsoparticipating in the project are two technological institutes, ITC and ALICER,and the QPT consulting firm.The purpose of this project is to design, develop and promote ceramicproduct lines to the consumers of this market, stressing the fact that theyare manufactured according to environmentally friendly criteria, runningthroughout the entire production chain, including the materials used and thecompanies involved.IBERO ALCORENSE RECEIVES IEAOn April 20 th , 2005 Ibero Alcorense was granted “Integrated EnvironmentalAuthorization” (IEA) for its ceramic wall and floor tile manufacturingfacilities, in accordance with what is established in Act 30/1992 ofNovember 26 th of the Governmental Legal System and Civil AdministrativeProcedure.MISPRINTS IN CERASPAÑAONIX, ON THE CUTTING EDGE OF MOSAICSAfter six years in the business, Ónix, a company located in Onda (Castellón),has earned a place at the forefront of the glass mosaic market on thestrength of its solid commitment to innovation and development.In 2005 the company boosted its production output by 30% with a new fullscaleproduction line, and at present it produces 3.3 million square feet per year.This has enabled Ónix to add new designs to its already existing ones and todevelop different products in the following formats: 1,2 x 1,2 cm. (0.5” x 0.5”),2,5 x 2,5 cm. (1” x 1”), 5 x 5 cm. (2” x 2”) and 2,5 x 5 cm. (1” x 2”). As far asits market share goes, 50% of the company’s production is currently sold withinSpain and the other 50% is bound for markets abroad; its products are presentin such countries as France, Great Britain and the United States.In the last issue of Ceraspaña, there were some errors that we nowwould like to point out and correct. In the Showroom section (pg. 18),there was a photo of the Barro series, by Sichar Cerámica, a companythat forms part of the Versatile group (Exagres, Gresan and Sichar).This series is manufactured by Sichar, not Versatile, which is thebrand name. Likewise, as of Cevisama 2005, the group’s corporateimage is encompassed under the “Versatile Natural Living” brand, amove that was announced among others sources in the website:www.habitarenrustico.comThe website published on pages 18 and 21 of Ceraspaña was wrong.The correct one is: www.habitarenrustico.com22CERASPAÑA

ENQUIRY SERVICEComplete the form below and send to the following address or fax:UK readers:TILE OF SPAINSPANISH COMMERCIAL OFFICE66, Chiltern St. 2 nd & 3 rd FloorLondon W1M 2L2consumo.londres@mcx.esTel. (020) 7467 2330Fax: (020) 7487 5586USA readers:TILE OF SPAINTRADE COMMISSION OF SPAIN2665 Le Jeune Road, Suite 1114Coral Gables, FL 33134miami@mcx.esTel. (305) 446 4387Fax: (305) 446 2602Other countries:ASCERCamino Caminas, s/ nCastelló, 12003 Spaincomercio@ascer.esTel. +34 964 727200Fax: +34 964 727212A) I would like to receive more information on the following companies featured in Ceraspaña:AlaplanaAlcalagresApavisaAzulejos SanchisAzuliberAzulindus Y MartíCerámica DecorativaCerámica Tres EstilosCeramicalcoraCerámicas AzaharCerámicas DiagoCerámicas GayaColorkerCristal CerámicasDeltakerEquipe CerámicaFlama 2GayaforesÍbero AlcorenseInalcoKerabenLand PorcelánicoLa PlateraMarazzi-IberiaÓnixPavimbePerondaReal CerámicaRoca CerámicaRosagrésTau CerámicaVenus CerámicaYour profession:Importer Distributor Builder Interior DesignerInstaller Retailer Architect OtherB) Mailing list update (mark the appropriate option)Update information as shown below: Remove from the list the information shown below: Add me to the mailing list:Name (Mr, Ms):Title:Company:Address:City: Country: Zip:Phone:E-mail:Fax:Web:C) Past issues and other Tile of Spain publications.I would like to receive the following publications (please indicate)Buyer´s Guide 2004/ 2005Ceraspaña n.12Providing the personal information requested on the form is completely voluntary but necessary to enable us to keep our databases up to date. The information will be kept on computerised datafiles designedto for this purpose. By providing information you agree to it being held indefinitely until such time as you exercise your right to cancel. ASCER will treat all information confidentially as will any other companyinvolved in the process of maintaining these databases. In order for the database to serve its stated purpose as an industry directory and for interested third parties to be able to contact those entities orpersons included in the database, access must be granted to third parties and information made available to them and those included in the database will by virtue of having provided their details or nothaving exercised their right to cancel or to object to their details being passed on be deemed to have given their express consent for such information to be made available. You may apply to ASCER to lookat, alter or withdraw the details you have provided or to lodge an objection after they have been processed, either in writing to the management at Camino Caminás s/n, 12003 Castellón (Spain), markingthe letter for the attention of the "Servicio de Protección de Datos" (Data Protection Service), or by calling 0034964727200, or faxing 0034964727212, or e-mailing global@ascer.esCERASPAÑA23