The Segorbe collection from Grespania

By Jill Baxter
Valencia, Spain—The 25th edition of Cevisama, the International Ceramic Tile and Bathroom Furnishings Fair, was an eye-catching display of the latest developments in tile product lines for residential and commercial design. In particular, there were numerous collections designed specifically to capture the interest of the U.S. market, Spain’s No. 1 tile exporter.

The exhibition has grown tremendously since its start—expanding from a 10,000-square-meter space to an exhibit area sprawling 82,000 square meters. And it has continued to include a larger international audience as well with more than 25% of this year’s exhibitors coming from countries other than Spain. Show organizers also reported this year’s number of foreign attendees exceeded the 12,000 who toured the halls in 2006.

And while Cevisama included manufacturers of various architectural coverings and plumbing fixtures, tile manufacturers comprised 62% of the show floor. Large formats were all the rage this year—featured in various colors and textures.

Manufacturers such as Grespania showcased an assortment of innovative new tile collections. Sascha Alsdorf, area manager, explained the company has two factories—one for wall tiles and one for floor. “Because of the changes in the market we are focusing on large formats. This year we are presenting lots of big sizes.”

Among the large-sized floor tile collections launched by Grespania was Orense, which is made with a new glazed technology that works similar to an ink printer, according to Alsdorf. Available in a variety of sizes, the company believes this line will be successful in the U.S. “Multi-format tile proved to be a best-selling format in America,” he explained, adding that success was the incentive for creating the new collection.

Another new promising floor tile collection for Grespania is Escandinavia. “The product line is intended to mimic the look of wood from Scandinavia,” Alsdorf said. Available in seven colors and as large as 8 x 34 inches, the tile is ideal in wet areas such as showers and spas. “The last wood tile imitation we made has been a best-selling tile for the company. I think this tile will be the next best seller.”

As demonstrated by many of the collections on display at Cevisama, manufacturers are continually perfecting the process of producing tile that resembles the appearance of authentic wood, stone and fabric. Wood grains, stone veining and textures are all becoming more realistic.

Furthermore, the metallic look remains popular. Always a leader in innovation, Tau Ceramica introduced the Tau Metallica collection, which “experiments with the combination of color and stone to create an aesthetically pleasing look for tile designs.”

Within this collection is the Metal Slate series, offering a wide range of color such as white, ochre and red. “We are showing what can be done with a combination of brightly colored metal, thus offering new alternatives for interior design,” the company said. The tile in this series is available in 24 x 24 and 24 x 48 formats.

“Our second major launch for 2007 is the Tau Zen collection,” reported the company, “which comes in a new format, offering truly spectacular dimensions—32 x 90-cm wall tiles and 45 x 45-cm floor tiles. Its main selling points are its simplicity and distinction.” The first models to be launched are Daria, Amur, Tarim and Shilka—providing a wide range of colors and decorative styles.

Apavisa also displayed some innovative developments, including its Inox collection—a combination of real metal with porcelain. “It has a living finish that is going to age,” said Pedro Miralles, commercial director. “It is more for open-minded people. The more you scratch it, the more metallic effect you will get.”

Miralles explained the tile in Inox will scratch, and it will react to metal. The material was designed for light commercial and residential applications. “It is for interior floors and walls, and only facades on the exterior. It’s all steel and tinted different colors.”

Apavisa—like many of the other Spanish tile manufacturers that exhibited at Cevisama—is dedicating time and money to producing tile lines that specifically entice the U.S. market.

It is apparent that in recent years many have made great headway. Their tile collections are being used for prestigious commercial and hospitality projects as well as residential applications throughout the country. While many work with U.S. distributors, others have their own U.S. representatives.

Many of the manufacturers exhibiting at Cevisama agreed that neutral shades such as beige and gray as well as earth tones remain a favorite among the U.S. market, although bolder colors and varying textures are desired for accent and trim pieces. According to these companies, the U.S. continues to be a promising market for the ceramic tile industry. As a result, they will continue to devote their efforts to research and development to satisfy this growing market.