MIAMI— Roca Tile Group continued the trend of Spanish tile manufacturers expanding their U.S. presence with the recent opening of a showroom in Miami. This is Roca’s 18th showroom in the U.S.

The Tile of Spain branded manufacturer, has transformed what it means to shop for ceramic tile, noted a spokeswoman for the organization. “Rich with history and experience in Europe and around the world, Roca brings the flair of European merchandising to the U.S., but adapts to the needs of American consumers.”

The transformation takes the showroom from typical tile store with rack after rack of loose tiles, and creates a dramatic space designed to give life to the products. Roca creates an atmosphere of “selling design, not tile.” The shoppers will have an “experience” while shopping, she said.

Throughout, products are grouped, i.e., porcelain, polished, and so on. “It makes it easier for the shoppers to compare,” Tile of Spain noted, “rather than have them spread out in different areas.”

The products can be found on the floor, in displays and even on the walls. The wall displays are not typical either; rather they mimic a product catalog. One will find all colors, sizes and large printed room scenes for any collection showcased.

Large displays also showoff certain products in grouted panels. “It’s like seeing it in a real life installation,” she said. “There is up to 20 square feet of grouted (multiple colors, layout, decorative pieces) found on each of these boards, again providing real life visuals for the shopper.”

Roca officials said the company’s other U.S. showrooms will be modeled after this concept.

For more about Roca, please call 800.321.0684. For more about Spanish tile, call Tile of Spain at 305.446.4387.