By Mallory Redburn
BOLOGNA, ITALY—Despite the climate of the recent financial market, the 26th edition of Cersaie, the international exhibition of ceramic tile, saw international attendance rise to 25,675 and account for more than 30% of the total professional attendees—a first for the show.

Despite the added presence of foreigners the overall turnout this year was at 84,537, an 8% decrease from its 91,303 visitors in 2007. However, attendees were treated to a record 176,000 square meters of exhibit space. According to show organizers, “not only was this additional space fully booked several months in advance, it also allowed for participation by a record 1,074 exhibitors from 34 different countries, including 230 from abroad.”

The additional space was well utilized as manufacturers throughout ardently showcased their latest products and groundbreaking technologies. With the market the way it is, many companies opted to promote the versatility of tile, in some cases introducing their latest creations that work in spaces beyond the kitchen and bathroom. Material resembling a wood finish was among the product features in that category. For instance, Mediterranea pioneered its Resort Collection of 6 x 36-inch tiles that resemble wood planks. Ege Seramik also debuted a wood line, which contains several washed out colors, including gray, black and brown.

Furthermore, materials made with attention to the environment were a highlight at this year’s fair. My Way emphasized its 100% recycled glass tile line, in which the company explained even the heat used in the production process is recaptured and recycled.

In the hopes of reaching a broader market, Trend, which is considered a higher-end manufacturer, also featured its recycled products line. “We want to have products for the mass market,” said the company’s JoAnn Locktov. “A lot of what we offer is for high-end applications, but with recycled products, there’s a bigger market for affordability.”

It was clear that reaching broader markets was on the mind of industry professionals as well during the International Press Conference—held after the first day of the show. The conference addressed the current financial situation and claimed America would no longer be the primary driver of world demand. “Although the U.S. has driven the world’s economy for the past 15 years, we now need to look toward other markets,” said Alfonso Panzani, chairman of Confindustria Ceramica.

Yet throughout the fair, many companies still remained optimistic toward the U.S. Danilo Marino from the sales export department of Sicis explained since his company is high-end, it would not be affected. “Our products attract people with a lot of money, so more likely than not the people with money still have it.”

At Cersaie this year, Sicis featured its NeoGlass collection of glass mosaic tiles, which comes in an assortment of different colors and is used mainly for flooring. And although the company showcased many of its collections, there was an emphasis on its work being customized. “We do have collections, but everything can be made to order,” said Marino. “For example, we can replicate mosaics if you send a picture.”

The next Cersaie will be held Sept. 29 to Oct. 3, 2009.