Article Number : 5595 |
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| Date | 5/18/2010 9:21:03 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5595 |
| Abstract | By Louis Iannaco ORLANDO, FLA.—The use of state-of-the-art technology to create innovative products has become standard practice in ceramic tile. And late last month Coverings 2010 served as the industry’s showplace for innovation, texture, style, color and... |
| Article | By Louis Iannaco ORLANDO, FLA.—The use of state-of-the-art technology to create innovative products has become standard practice in ceramic tile. And late last month Coverings 2010 served as the industry’s showplace for innovation, texture, style, color and education. “We felt the momentum, energy and buzz of a show that, much like the world, is coming back from a really tough 2009,” said Jennifer Hoff, president of National Trade Productions (NTP), manager of Coverings. “We had many new programs we believe helped do that. The show was up 5% in attendance with 23,500 attendees, and up [about the same amount] in space as well.” In a sign that the economy might be finally beginning to rebound, there were nearly 160 new exhibitors at this year’s show. “The fact that the number of first-time exhibitors nearly quadrupled from last year is irrefutable evidence that the show is an invaluable opportunity for both exhibitors and attendees.” One of the programs Hoff referred to was Coverings Select, which honors new products introduced to both the U.S. and international markets since the close of Coverings 2009, while another was the International Design Showcase, which partners leading installers and designers to showcase synergy between the two. As part of the program, five bathroom installations were created on the Coverings show floor. Coverings once again paved the way in trends, technology, new products in tile and natural stone, as well as sustainable design. Whether it was faux looks such as wood, rectangular sizes or thinner tiles, Coverings had it all. According to Patti Fasan, tile expert and consultant to Tile of Spain, with consumers changing values, “I believe they will place a great deal of value on materials that are healthy, safe, low-maintenance, built-for-life quality and aesthetically interesting.” She also believes consumers will be more attracted to materials they can personalize to create spaces that speak to them. “It is perhaps one reason we are seeing more aggressive color tones, exotic patterns, and unusual shapes and formats. Our consumers are eclectic and do not want to follow what everyone else is doing—they want their design to be self-expressive, unique and customized to suit their lives and lifestyle.” Danielle DeVita of Ceramic Tiles of Italy believes with inkjet technology, tile surfaces mimic any look—from wood to wallpaper. “From damask prints to wood grain, the patterns are so precise it’s almost impossible to tell the difference. Plus, porcelain’s performance qualities, including low water absorption, low maintenance and durability, make it suitable for areas where other materials could not be used. “Another benefit of the faux phenomenon is the ease of mixing and matching. Since it’s all the same material (ceramic), it simplifies the installation process. These are just a few of the trends consumers can expect to see on the market this season. New products and innovation are sure to be plentiful.” One of the companies leading the way in trends and innovation is Marazzi USA, which introduced its Timeless Collection, a line that offers a fresh take on the popular look of traditional marbles via state-of-the art digital printing technology on porcelain stoneware. Available in three colors, its recycled content helps contribute to LEED credits. “The focus for us this year is on innovation and technology,” said Marianne Cox, director of marketing. “Our new inkjet technology is the talk of the industry. Many of our competitors are doing it as well.” Cox noted all of the company’s introductions for both the Marazzi and Ragno brands utilize 3D inkjet technology. “We call it 3D digital design definition because that’s what it’s all about,” she explained. “We have digital printing with litmus designs and we have the best definition any company can offer right now.” One of the more innovative booths at the show was from Vitromex, which offered a theme of the four natural elements of life: water, wind, fire and earth, as well as the human centerpiece of the space representing service and quality. “Aside from being the four natural elements of life, we also use them when we make ceramic tile,” said Massimo Ballucchi, director of marketing and product development for Vitromex USA. “We also have several new introductions, including American Slate, a glazed porcelain line, which we feel is an outstanding interpretation of natural slate with all its multicolor characteristics presented on a subtle, cleft structured surface.” Five colors are available. Yet another Mexico-based company with a standout booth was Porcelanite/Lamosa. The company had a sustainability mindset when it designed a space that utilized the containers in which its products were shipped as displays. “When we started our Green Matters initiative, we thought we could either be very radical or institutional,” said Rogelio Elizondo Garcia, director of marketing. “We felt we needed to be in sync with what we were saying and doing. That’s why we decided to do a green booth.” At the Crossville booth, Laurie Lyza, director of marketing, said the show was going well. “We’re seeing a lot of our customers, more so than last year. More customers have brought larger contingents with them.” Among the big winners for Crossville was its Vista Americana series. Inspired by the American landscape, Vista Americana “captures the warmth of its coasts, the romance of its rolling hills and the grandeur of its mountain ranges,” Lyza said. A moderate-priced porcelain stone tile in four colors and a variety of sizes, this series was designed for commercial and residential applications. Another hot product for the company was its UltiMetal collection, which was voted a Coverings Select winner for porcelain/ceramic tile floor. At Stonepeak, a Select winner for porcelain/ ceramic tile floor with its Caeser collection, technical director Noah Chitty noted how the company’s patented Active clean air and antibacterial ceramic technology exemplifies StonePeak’s commitment to a healthier environment. “Active facilitates a photocatalytic reaction to remove pollutants from the air and eliminate bacteria on the surface of the tile. We launched it last year, and people are asking more questions about it. It’s good to see people show a genuine interest in the technology, trying to decide where it has applications. They see it as a path they can now take.” Focus on education Returning to Coverings for the third year was the Ceramic Tile Education Foundation (CTEF) certification program, an intensive four-and-a-half day series for professional installers that included hands-on skills testing and the industry’s only standards-based accreditation. CTEF executive director Scott Carothers led a session called, “It Pays to Be Certified,” and was joined by several program graduates who discussed their experiences. Other sessions of interest for distributors and retailers included “Forecasting the U.S. Ceramic Tile Market,” an in-depth look at where the industry is headed in 2010 from Coverings veteran Donato Grosser; “Trends in Tile and Stone for Retail Work,” an overview of the emerging trends in the use of tile and stone in retail design, and “Marketing in a Recession 101,” a three-hour workshop that offered real solutions for gaining a competitive edge in today’s economy. |