Article Number : 995 |
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| Date | 4/16/2006 12:43:56 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=995 |
| Abstract | By Louis Iannaco Orlando, Fla.—With one million square feet of exhibit space at the Orange County Convention Center completely filled, Coverings 2006, which took place here from April 4 to 7... |
| Article | By Louis Iannaco Orlando, Fla.—With one million square feet of exhibit space at the Orange County Convention Center completely filled, Coverings 2006, which took place here from April 4 to 7, was a record-breaking event as the most exhibitors in the event’s 19-year history showed their ceramic tile/ stone wares for the industry to see. More than 1,200 companies, representing 56 countries and six continents strutted their stuff during the four-day market. Additionally, nearly a dozen leading tile and stone producing countries—Argentina, Brazil, China, India, Israel, Italy, Mexico, Portugal, Spain, Turkey and the U.S.—partnered with trade agencies to sponsor pavilions which brought together dozens of manufacturers into their spaces. “I believe the show is going exceptionally well. We are very pleased,” said Tamara Christian, show director and president of National Trade productions, which manages Coverings. “Many of the exhibitors have told us that they have been writing some very big orders, very important orders. So, that has been excellent. We’ve increased the number of architects and designers at the show, which was one of our objectives for this year’s edition, and it looks like we’ve increased the number of distributors, as well. “There was a 5% to 6% increase in attendance [over last year},” she explained, “with approximately 33,000 people visiting the show over the four days.” Peter Lollias, sales manager for Porcelanosa USA, whose parent company is headquartered in Spain, said, “things have been going pretty well for us. Our booth is a little bit different than last year. We are very happy with the outcome. Most of the people I’ve been working with have been looking for products that are out of the ordinary, they don’t want to see the same old things. They want to differentiate themselves from other dealers, distributors or installers. “There are two schools of thought on what the American market is looking for,” he explained. “Some people fall back into a very traditional method where they are afraid of color, and they are afraid of doing something different. But by the same token, I do see more of the European flair spreading out further than just the metropolitan area, where, it used to be only in Manhattan, now you are seeing people using it in Connecticut, Massachussetts and Long Island. I work in the Northeast, and this is what I am familiar with. Many of the people coming to this show, from all parts of the country, have been very interested in the larger format tiles, the colors, the different textures. They are not afraid of trying something new.” Trends Whether it be metallic looks or glass accents or mosaics, or textured products, the show had a little bit of everything. Patti Fasan, a consultant to the Tile of Spain, said, “where tile is, it’s in the upper end. It’s definitely high-end product. Everything is so designed today, it’s mainstream. You can’t buy a toothpick that hasn’t had an industrial designer do something to it. We are seeing everyone differentiate themselves by going higher. Where is the ceiling of high? I think when everything is designed, there is no ceiling. The very wealthy people want it to be completely different from what everybody else can afford. “Walking around Coverings, there have been the most luxurious jewels I have ever seen,” she explained, “in color, in texture, in technology. There just doesn’t seem to be a ceiling this year on what is the highest you can go. There is more bling, bling than I’ve ever seen at a show. We have seen absolutely everything. We have seen so many exotic finishes. I don’t think you can do them in the lower end, they would just come off as being schmaltzy. In the upper end, if you do them with impeccable design, they come off as very exotic. “There’s an incredible sophistication around metal,” Fasan noted. “Stainless steel has been in forever. Designers are always looking for the next big thing. Many companies are testing every single type of metal they can. Some are just glimmers of mica across the face of the tile, others are more of a hammered metal surface and somewhat duller, I have also seen stainless steel, cast aluminum, cast iron, even a white bronze, which was spectacular. This was called Foundrey Art. I thought that was exquisite. It’s not just the tile, it’s the marketing now. The companies have become a little more sophisticated with what they name something. They are linking it very closely with design and art, and that is exactly what it has become.” Aside from metal and glass and more and more porcelain, wood looks were once again very popular at the show, as several companies exhibited ceramic tile which mimicked the grain inherent in hardwood floors. One Italian company, Ceramica Sant’Agostino, went in the complete opposite direction, displaying a product designed to look like broadloom, called, ironically enough, The Carpet Collection. “The show has been fabulous,” noted Christine Abbate of Ceramic Tiles of Italy. “Every single company I have been to has new collections, at least two to three collections that they are launching here for the North American market, which is wonderful. I’ve seen some amazing trends, from tiles that look like wood but also look like carpet, as well as fabric and textiles. The porcelain technology that I have seen at the show, from the large slabs to the shapes to the sizes and colors, it’s just been phenomenal. “I believe the Amercian market is getting more sophisticated as to what it is interested in,” she explained. “If you look around Coverings today as compared to 10 years ago, I see so much more diversity in the product lines. The metallics, they were phenomenal. Steel, bronze and all sorts of techniques that were in relief, matte, satin and shiny.” The Florim Group showed its offerings in one of the largest booths at the show. For the first time, all the company’s brands displayed its wares together as products from Florim USA, American Florim, Esquire, Rex, Cerim, Casa Dolce Casa, and Floor Gres were all on display. Florida Tile, bought recently by Panariagroup Industries Ceramica (FCNews, March 6/13), showed its six new porcelains, two ceramic lines, three natural stone lines and an extensive glass line at the show. (Editor’s note: In future issues, FCNews will cover more of the companies, personalities, products and happenings that were all a part of Coverings 2006.) |