YES, WE CHOOSE SPANISH CERAMIC TRANS/HITOS 2010: “DWELLING”

HARVARD: LOOKING AHEAD TO THE FUTURE

CEVISAMA: A MAJOR SHOWCASE FOR CERAMIC TILES

CERASPAÑA/252010 / CERAMICS / ARCHITECTURE / DESIGN

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Spanish Ceramic Tiles for the World

Annual sales fi gures for Spanish ceramic tiles show that exports are on the rise. Although we’re only talking numbers and some could say that their rele-vance is limited, they are a good starting point for a publication that focuses on the new Tile of Spain campaign for international markets, also refers to pioneering agreements entered into with universities outside of Spain, shows how in the heart of New York our ceramic tiles have been elevated to an art form, and features our principal showcase for the world, CEVISAMA.

Once again, ceramic tiles are shown as a highly versatile material that offers a myriad of aesthetic possibilities while at the same time offering all the technical solutions any space could need – ranging from high traffi c public zones such as a subway station – to the most private of areas such as the bedroom or bathroom. Indoors or outdoors, Spanish ceramic tiles continue to gain ground in comparison to other materials thanks to their endless technical and aesthetic options, together with a growing awareness and knowledge of this product from material specifi ers and consumers.

Although the times, uses and projects change, the quality remains unaltered -or is even better both in Spain and even more so abroad. So that’s why “Yes, We choose Spanish Ceramic”; because today, Spanish ceramic tiles are more versatile and more international than ever

Editorial

ISSUE 25 · 2010

EDITED BY ASCERSpanish Ceramic Tile Manufacturers´ AssociationC/ Ginjols, 3 · 12003 Castellón · SpainTel. +34 964 727 200 · Fax +34 964 727 212global@ascer.es · http://spaintiles.info

Ceraspaña is a free newsletter distributed by ASCER.

PUBLISHED BYIberamic Inc.

DESIGN AND PRODUCTIONPlató

SPONSORED BY

EDITORIAL: SPANISH CERAMIC TILES FOR THE WORLD

CERAMIC TILES IN INTERIOR DESIGN

TILE OF SPAIN AROUND THE WORLD

TILE OF SPAIN’S LATEST CAMPAIGN IMAGE

LOOKING AHEAD

TRANS-HITOS 2010

NEW YORK’S SUBWAY DRESSES UP IN SPANISH CERAMIC TILES

INTERVIEW

LIVING CERAMIC TILES

SHOWROOM

NEWS AND EVENTS

READER SERVICE

FRONT COVER PHOTO: TRANSHITOS 2010.CROSSING THE THRESHOLD. PHOTOGRAPHS BY: ACF FOTOGRAFÍA

Sumario

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CERAMIC TILES IN INTERIOR DESIGN In recent times we have witnessed a surprising boom in ceramic tiles, probably the result of technological developments and the enhancement of its aesthetic features. As a result, this material now offers a far wider range of options not only for architects, but also for interior designers and end users, making it a highly attractive and versatile material for home interior design projects or when embarking on the refurbishment of any type of space.

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Gayafores, Tuluka series-collection

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The seemingly endless range of formats and fi nishes, combined with a wide choice

of colors, textures, volumes and decorative motifs, converge to offer infi nite possibilities. Indeed, ceramic tiles can be adapted to the style of your choice, creating personalized spaces that refl ect the character of the home and those who live there.

Ceramic tiles can now be put to more uses than ever before, and so now we fi nd shelves, unit top surfaces, book cases and even headboards made from this material and displaying a wide choice of features for some surprising and eye-catching results.

They can also be used to decorate spaces where ceramic tiles were the exception rather than the norm: as coverings for fi tted wardrobes or dressing rooms featuring tiles with stripes, fl oral motifs or textile looks that add a personal touch to any room in the home.

The choice of matt and gloss textures, metallic look and silver and gold shades and range of volumes enable us to play on light and get the most from this product, creating elegant effects and adding to the depth of any space, replacing lineal effects with a sense of movement, or enhancing the visual and even tactile effect.

There is also a wide selection of formats to choose from. Large format tiles used for smaller spaces help to create an impression of spaciousness. These sizes are ideal for creating the effect of a single piece on wall

CERAMIC TILES CAN NOW BE PUT TO MORE USES THAN EVER BEFORE, AND SO NOW WE FIND SHELVES, UNIT TOPS, BOOK CASES AND EVEN HEADBOARDS MADE FROM THIS MATERIAL AND DISPLAYING A WIDE CHOICE OF FEATURES FOR SOME SURPRISING AND EYE-CATCHING RESULTS La Platera, Hermes series

Cerámicas Aparici, Valira series-collection

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or fl oors, especially in the case of rectifi ed tiles where the joints can hardly be seen. Combining pieces in a range of sizes, forms and colors allows us to create dynamic settings. In addition, vertical laying creates a

sensation of added height. In the same way that horizontal laying makes spaces appear longer. Special tile pieces such as trims, insets, strips mouldings and borders also provide a host of decorative options.

Color also plays a key role when it comes to deciding on a style for a particular room. From soberly elegant black, graphite or

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Plaza Cerámicas, Freedom series - Imagine collection

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brown, to the use of a single bright color in a range of tones and fi nishes or more daring combinations, or the neutral greys and metallic tones and serene earth shades...the options are endless.

Ceramic tiles allow our imagination to run riot through the use of forms and color, dividing up spaces or creating a sense of continuity. Progress in screen and digital printing techniques allow us to personalize the fi nal results exactly as we wish. Breakthroughs that have positioned the ceramic tile sector at the forefront of décor designed to create unique, one-of-a-kind spaces.

This provides an endless added value for projects involving private homes as well as business premises.

Vives Azulejos y Gres, Civic series-collection Ceracasa, Nature series

Land Porcelánico, Azul Cascais collection

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The true value of ceramic tiles lies in the fact that they extend to all kinds of styles and can be combined and reinvented. Floral motifs or wood effects contribute to creating welcoming, natural settings; geometric patterns add a touch of sophistication; we can opt for a Neo-Baroque look or alternatively stick to a simple minimalist

style with plain tones and limited detail...and these are just a few ideas. With ceramic tiles the possibilities really are endless and users can make their choice in accordance with their needs and tastes.

Apart from the obvious technical advantages of ceramic tiles, which have led to their

growing use in homes and public spaces (high traffi c resistance, easy cleaning, durability, versatility, etc.), today’s new dry installation systems make it easy to redecorate and alter a space at regular intervals, unlike before when the amount of work involved made it practically impossible.

The groundbreaking nature of this industry reminds us of the successful connection between ceramic tiles and the latest advances in automation and new technologies in the home, as well as its commitment to caring for the environment. This is the present and future of ceramic tiles, a material whose qualities and characteristics never cease to amaze and delight us

AT THE FOREFRONT OF THIS SECTOR IS THE SUCCESSFUL CONNECTION BETWEEN CERAMIC TILES AND THE LATEST ADVANCES IN AUTOMATION AND NEW TECHNOLOGIES IN THE HOME, AS WELL AS THE TO CARING FOR THE ENVIRONMENT

Realonda, Niagara series - Realink collection

Venus Cerámica, Amazonia series - 2009 collection

TILE OF SPAIN AROUND THE WORLD

The twenty-eighth edition of Cevisama, the International Ceramic Tile Trade Show, closed with results that far exceeded the INDUSTRY’S initial expectations.

The most outstanding features of this event were the standard of the visitors and the innovative nature of the products on display. Many fi rms even went as far as to state that the show marked a turning point for the industry.

Hopes in the ceramic tile market are based on the fact that as exports make up 60% of the market, the economic upturn in the rest of Europe will have a knock-on effect for the Spanish economy.

The ceramic tile sector has again reinvented itself at Cevisama with new uses, increasingly complex production systems and more sustainable developments. Iridescent hues, eco-friendly aqueous inks, a sophisticated tile pressing system and the creation of ceramic tiles for use as an air conditioning system were the innovations that this year most attracted the attention of the industry, who, via the Spanish Glass and Ceramic Society (SECV), awarded the well-deserved Alfa de Oro prizes, in recognition for efforts in R&D&I, technology and the design process among the representatives of the ceramic tile industry present at the show. On 4 March, the Association of Ceramic Tile Manufacturers of Spain

(ASCER), in collaboration with the Spanish Trade Offi ce in Moscow, organized a seminar for specifi ers in Krasnoyarsk Krai, Russia’s second largest region after the Sakha Republic, covering an area of some 2.4 million sq. km,(almost 1 million square miles) 13 % of the country’s total area and 4 times the size of Spain.

The seminar, which was given in Russian, included a presentation of the latest trends in architecture and interior design in Spain, as well as the new products and services launched on the market by the participating fi rms. The event, which received the backing of the region’s major importers and distributors, was attended by around 300 professionals, including architects, interior designers and members of the specialized press. All those present received a custom press dossier created especially for the event which included a DVD providing information of the industry and documents with details of participating companies.

The strategic importance of the Russian market for the ceramic tile sector became clear in 2002 following the launch of a specifi c promotion plan designed to enable companies to further penetrate the market through promotional activities focusing on the general image of Spanish ceramic tiles. The Russian Federation is the world’s ninth largest importer of ceramic tiles, and with sales totalling more than 80 million euros in 2009, ranks fourth on the list of Tile of Spain’s major markets.

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THE CERAMIC TILE INDUSTRY REINVENTS ITSELF AGAIN AT CEVISAMA 2010

SPANISH CERAMIC TILES IN THE HEART OF RUSSIA

Spanish tiles arouse growing interest among Russian material specifi ers.

Cevisama, the professional ceramic tile trade show, held another edition.

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For the second year in a row, Tile of Spain –the umbrella brand for the international promotion of Spanish ceramic tiles -, in collaboration with the Export Institute of Valencia (IVEX), had an information stand at the New Deli edition of the ET Acetech architecture, building and engineering fair, which was held at the Pragati Maidan Exhibition Centre between December 11-13, 2009.

ET Acetech is India’s leading architecture, construction and engineering trade fair. Three editions of the event are held each year in the country’s main economic hubs - Mumbai (November 5-8), New Delhi (December 11-13) and Bangalore (November 27-29) -, which in 2009 was visited by a total of 306,642 professionals. Tile of Spain’s participation at the event included 9 companies present at the Mumbai edition.

The Tile of Spain information stand, situated in Hall 14, included a trends area featuring 11 Tile of Spain companies that provided visitors with information about the association, plus an insight into the interaction between ceramic tiles and architecture based on the idea of creativity as a means of enhancing environments and new uses for ceramic tiles. A number of publications providing information on the industry’s current situation were also available on the stand, including the English edition of the Buyers’ Guide, the architecture and interior design book entitled Public. Private. Ephemeral. Ceramics in Architecture; and the Ceraspaña magazine, which has a quarterly circulation of around 70,000 copies, promoting the advantages and applications of ceramic tiles in over 60 countries, as well as giving updates on all the latest industry news and events.

Spanish participation at Acetech aims to boost the Spanish ceramic tile industry’s presence in the Indian market, with particular emphasis on improving their position in the specifi ers’ section. It must not be forgotten that together with China, India is at the forefront of the Asian economic recovery, thanks to measures designed to boost domestic demand. Market exports to India were worth over 9 million euros in 2009, a slight rise over the previous year, despite the current economic situation.

As a result of the growing interest in the Indian market, the 2010 international promotion program includes a series of initiatives, -including participation at trade fairs - aimed at establishing a country-image and helping Spanish brands and businesses to position themselves on the market

TILE OF SPAIN RETURNS TO NEW DELHI’S ET ACETECH

The Tile of Spain stand attracted the attention of professionals from the sector.

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How did your Studio go about tackling this project? Right from the start our objective was to provide an alternative angle on the strengths of ceramic tiles that would allow their properties to be directly associated with the product.

Naturally, the communication campaign had to include two key values of Spanish ceramic tiles– the fact that they are associated with maximum standards of quality and sophisticated designs. This allowed us to focus on transmitting a modern approach, as well as including a bold and attractive image.

When you fi rst started working with this industry, which aspects of ceramic tiles in general and the Spanish industry, in particular, struck you most? I was particularly impressed by the extraordinarily high degree of technological and creative innovation that can be seen in the ceramic tiles manufactured in Spain. They offer a range of uses and applications that were a complete revelation to me. I believe that this is a classic product with a long-standing tradition, yet it is constantly

evolving and can be used in a vast number of applications and that will always be associated with avant-garde trends.

What were the challenges you had to overcome in order to come up with a campaign that was both eye-catching and avant-garde, yet also managed to project the sense of tradition and timeless values of ‘Spanish Culture?’ The main problem was trying to transmit the idea of ceramic tiles without resorting to the use of the typical Spanish stereotypes or limiting the campaign to transmitting an image of merely where and how the tiles can be installed. We had to try and get across other values in a more contemporary way, offering a more subtle and original look.

For us, projecting an avant-garde designer image in keeping with the major architectural projects created both in Spain and abroad was absolutely crucial.

Magenta, a color that is currently right on trend, features strongly in the new campaign. What made you choose this color and how do you think it contributes to the campaign?

The latest edition of CEVISAMA was the setting for the presentation of the new Tile of Spain image campaign at an international press conference attended by more than 100 journalists from 25 countries. As key element in Tile of Spain’s communication and PR strategy, this campaign lies at the core of its promotion plan and is designed to uphold the position of Spanish ceramic tiles in the international scene. The new concept seeks to strengthen the image of Spanish ceramic tiles even further by associating our wall and fl oor tiles with a series of differentiating factors, namely design, innovation,

technological progress and respect for the environment. The aim is to project a bold visual image and transmit a strong message to international markets that choosing Spanish ceramic tiles means opting for groundbreaking, avant-garde designs.

Enric Aguilera is the name behind this new image. Winner of numerous international awards, Enric is undoubtedly one of the major players on the Spanish graphic design and communication scene today. We asked him to let us in on the secrets behind the new Tile of Spain campaign.

CREATIVE DIRECTOR OF THE NEW TILE OF SPAIN CAMPAIGN

INTERVIEW. ENRIC AGUILERA

IN THE CERAMIC TILE SECTOR, PROJECTING AN AVANT-GARDE DESIGNER IMAGE IN KEEPING WITH THE MAJOR ARCHITECTURE PROJECTS CREATED BOTH IN SPAIN AND ABROAD, IS ABSOLUTELY CRUCIAL”““

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I really don’t know whether magenta is fashionable or not, but it’s a color that I associate with traditional Spanish elements, such as the inside of a bullfi ghter’s cloak.

However, it was a way of creating a color code that defi nitely catches the eye and that people will soon associate with Spanish ceramic tiles.

Why does the campaign invite us to “choose Spanish ceramic tiles”? The idea is to project a bold, forceful message, safe in the knowledge that consumers are making a good choice that won’t disappoint. We’re encouraging people to make that choice. It’s a declaration of intent and a commitment to deliver a genuine product.

You also state that Spanish ceramic tiles are more than just design. Of course, it’s not just a case of saying whether something is attractive or ugly. There are many products out there whose only strength is design, which becomes their sole selling point. Yet with this slogan, the message is that design is just one of the many qualities Spanish ceramic tiles offer, together with technology, ecology, etc.

Should we be focusing exclusively on technology? I’d rather combine technology with the power of the imagination.

You have to admit that nowadays everyone claims that their products are ecological... I think it’s great that everyone wants to be eco-friendly nowadays. Personally I think it’s the right approach, although in some cases it’s motivated by a sense of snobbery. Nowadays, it’s an attribute that provides added value to any brand.

It’s simply that we’ve all started to realize that products that can be recycled are preferable to those that can’t. In the immediate future it’s set to become a key issue for any market. And Spanish ceramic tiles will be leading the fi eld of those that are not only eco-friendly for commercial reasons, but that have taken the trouble to innovate in order to offer products that are environmentally friendly throughout their entire life cycle

Adverts for the Tile of Spain campaign.

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US Harvard University sets up the Ceramic Futures project, sponsored by ASCER

CERAMIC TILES LOOK AHEAD TO THE FUTURE

Tile of Spain has found a travelling companion for its ongoing journey towards the future, as well as a valuable ally in US academia:

Harvard University’s prestigious Graduate School of Design (GSD).

This leading institution has signed a one year collaboration agreement with ASCER – the Spanish Association of Ceramic Wall and Floor Tile Manufacturers – for the development of the Ceramic Futures project. The aim is to explore the best ways to meet the growing challenges of product customization – adapting it to the tastes of each buyer – as well as the sustainability of this material.

The Ceramic Futures project, led by Professors Martin Bechthold and Christoph Reinhart, is made up of three phases:

Phase one focused on process analysis through specifi c in-depth case studies into sustainability, manufacturing, design and business strategies. Phase two, which started in January 2010, includes experiments carried out by Harvard GSD students for product customization using robotics and digital printing and the comparison with other materials focused on interior and exterior applications for buildings as well as their use in urban settings.

The fi nal phase (May to December 2010) will be based on further developing the ideas from the previous phase by creating one or more

prototype facilities at the GSD, thereby converging the two original studies – in customization and sustainability – and potentially leading to improvements in the competitiveness of ceramic tiles.

Additionally, a series of discussions and/or seminars are also in the pipeline to be held throughout the year in order to raise awareness of ceramic tiles at this prestigious US university and to publicise the project’s most noteworthy results.

This collaboration project further strengthens existing ties between Harvard and ASCER and paves the way for future joint actions between the Spanish association - which is becoming increasingly involved in the academic world thanks to its network of Ceramic Tile Chairs (1) - and this famous US university, noted for its outstanding teaching staff, achievements in research and for former students of the stature of architects like Phillip Johnson, Fumihiko Maki or Frank Gehry, to name but three, all winners of the Pritzker Prize

(1) The current Network of Ceramic Tile Chairs includes the School of Architectural Science (ESARQ) of the International University of Catalonia, the School of Architectural Science at the University of Alicante, the School of Architectural Science at the Polytechnic University in Valencia, the School of Architectural Science at the Polytechnic University in Madrid and the School of Architectural Science at the Jaume I University in Castellón.

Lectures on Spanish tiles at Harvard University.

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As in previous years, the sixth edition of the TRANS/HITOS 2010 exhibition of Architecture and Interior Design in Ceramic Tiles, coincided with the CEVISAMA trade show. It was once again planned, organized and coordinated by ALICER, the Institute of Ceramic Technology’s (ITC) Design and Architecture section as part of their efforts to refl ect the endless current poten-tial of Spanish ceramic tiles to enhance public spaces, not only in the fi elds of architecture and urban planning, but also in new areas such as interior decorating, art and design.

THE CERAMIC TILE INDUSTRY TAKES ON THE FUTURE. TRANS/HITOS 2010: DWELLING

Dwelling, the slogan for TRANS/HITOS 2010, an exhibition that showcases the ceramic tile industry’s latest developments in the fi elds of interior design, architecture, ur-ban planning and material design, occupied a prime area at Valencia’s Cevisama trade show. It was one of the principal focal po-ints of interest within the additional activi-ties programmed each year by Cevisama’s

organizers for all those professionals visi-ting Feria Valencia.

TRANSHITOS 2010: DWELLING featured ma-jor contributions from leading architectural studios such as Mangado y Asociados (Patxi Mangado), Saeta Estudi and ADD+BailoRull with Javier Jiménez Iniesta.

‘Dwelling’, the slogan for Transhitos 2010, was an invitation to refl ect on humankind and our changing lifestyles in the home. It drew a powerful and coherent image that took in all the ways currently used to meet the needs of our city dwellers, all through the endless possibilities offered by Spanish ceramic tiles.

At this edition, Transhitos has maintained its iconoclastic style.

TRANS/HITOS 2010

DEVELOPMENTS IN HOME DESIGN, SHOWCASED AT

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1.- CROSSING THE THRESHOLD

This fi rst exhibition area invited visitors to pass under a pergola built from a series of coffers covered with porcelain tiles in a ran-ge of colors that formed polyhedrons resting on metal posts and doubled up as stands for the video screens. These screens showed the winning projects from the VIII Edition of ASCER’s Architecture and Interior Design Ce-ramic Awards.

2.- FAUX BOIS

‘Faux Bois’ was the reference used by Saeta Estudi for this space, a design concept based on elements that imitate or reinterpret the tex-ture and grain of natural wood, refl ecting the various parts of trees.

3.-BEHIND THE LATTICEWORK

According to the creator of this space, ar-chitect Patxi Mangado, it is an attempt to transmit the way the technical and artistic features of ceramic tiles merge. The principal challenge lay in creating a small construction based on a single profi le that could later be cut and assembled, forming a lattice effect and enclosures and then discovering what would happen if you slid your way inside.

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4.- MEETING POINT

True to its name, the Meeting Point formed the hub of the TRANS/HITOS Exhibition. It was designed as the focal point for the event, which occupied some 600 square meters (approximately 6,600 square feet), and provided a space where visitors could meet, chat and take some time out to rechar-ge their batteries before continuing their tour of CEVISAMA.

5.- LIVING IN A CELL

This was a semi-cylindrical structure concei-ved as an extension of the Ceramic Igloo. The size of this structure meant that it was pos-sible to add the ceramic pieces that made up the Igloo on either side, and the Cell for-med the central section of the construction. In turn, the Igloo, which was divided in two, enclosed the Inhabitable Cell, made up of six stainless steel arches that were joined and covered with ceramic tiles on the north fa-cing side and laminated glass on the south side, thereby insulating the interior.

6.- EXPANSIVE CLAY

Expansive Clay is a project by architects ADD Bailo Rull and Javier Jiménez Iniesta in an attempt to create settings associated with the world of ceramic tiles in contact with water. The authors sought to imitate the drying and cracking of clay by delving into man’s ancient clay making processes.

7.- METAMORPHOSIS

This was the term used to refer to this third appearance of the Ceramic Igloo, a space de-signed to showcase innovative projects. At the 2010 edition, it featured a gold fi nish, in clear reference to the capacity for transfor-mation of ceramic tiles thanks to the new de-corating systems, which allows ceramic tile products to be customized in accordance with the requirements of specifi c projects

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NEW YORK’S SUBWAY DRESSES UP IN

SPANISH CERAMIC TILES

A large mural has recently been unveiled at the entrance to the Columbus Circle subway

station on New York’s 59th Street. It was designed especially for this space by US artist Sol LeWitt, one of the pioneers of conceptual art. Thanks to LeWitt, the 69,000 New Yorkers that pass through this station every day now have a new visual attraction to focus on. Whirls and Twirls is particularly poignant, as it is part of this fabulous artist’s posthumous legacy.

The mural is part of a city project to revamp the station. Sol LeWitt was originally from Connecticut, although he knew New York well and was a regular subway user as he did not have a driving licence. When he received

the commission, he was asked to decide where the almost 100 meters (328 feet)long mural should go. He chose the front wall of the main entrance, as it is the area with the highest traffi c. Sol LeWitt, one of the fathers of twentieth century minimalism, manages to make the spectators feel they are integrated into a backdrop of surprising forms and shapes. The size of the ceramic tiles invites us to trace them with our gaze and follow them as they twist and turn.

A unique mural in keeping with the tradition of his Wall Drawings, although in this case the structure is far more complex as it is made up of multiple curved porcelain tiles, thereby

guaranteeing that the work will last far longer than the designs of this artist which were traditionally painted directly onto walls using acrylic paint.

Although in conceptual art the actual execution takes on a secondary value, in this case, and due to the diffi culties involved in manufacturing the tiles in the USA, they were commissioned to Spanish fi rms. Indeed, shortly before his death in April 2007, Sol LeWitt personally supervised the color samples for the Sample tiles produced by Alcalagres.

The swirling bands of colors featured in the mural are made up 315 45x90 cm tiles (18X36

A myriad of porcelain tiles from Alcalagres converge to form this highly complex structure. Photographs: Rob Wilson.

‘Whirls and Twirls’ by Sol LeWitt. An explosion of color, whirls and twirls in a porcelain tile mural that inevitably catches the eye of passengers passing through the Columbus Circle subway station.

tests were carried out and intense research went into ensuring that the fi nal colors of the porcelain tiles were as close as possible to those selected by the artist.

Indeed, particular care was taken to ensure that this porcelain tile mural was a true and faithful representation of the artist’s idea. Coarce, a company specializing in waterjet cutting, was commissioned with several phases of the technical process.

There’s now a new reason for visiting the Big Apple and admiring the work of one of the 20th century’s most infl uential artists

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inches) glazed in six bright colors (yellow, green, red, blue, purple and orange). Using simple geometrical shapes, they interlink in the style of never-ending chains that run along the wall, twisting and turning against a backdrop of vertical lines of color.

This apparently simple work required an immense amount of effort. It was the fi rst time a LeWitt work had been executed in ceramic tiles and the color schemes had been created with elements other than ceramic tiles in mind. After the tiles were fi red it was noticed that the fi nal colors varied slightly from the tones conceived by the artist. Dozens of

ART AND CERAMICS GO HAND IN HAND IN THIS COMPLEX PROJECT

New Yorkers travelling by subway now have a new visual attraction.

The colour scheme is certainly eye-catching.

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Interview

THE NEWEST TECHNOLOGIES IN CERAMIC TILES HAVE INFINITE POSSIBILITIES FOR DESIGN

WHAT would you say are the most outstan-ding characteristics of ceramic tiles? What did you learn during your visit to CEVISAMA?

Rafael Álvarez (RA): I am convinced that new technologies offer an endless choice of design options. Ralph Bicknese (RB): In general terms the aesthetics of ceramic tiles makes them an extremely attractive option and their versatili-ty gives them a lot of added value. Thanks to the technology we have today, ceramic tiles can imitate practically any material and create a vast range of textures. Digital printing also opens up a whole new range of possibilities. At CEVISAMA I discovered a number of cera-mic tile applications I’d never heard of before, plus others that are not very common in the USA. The application that most impressed me was the ventilated façade and the vegetable façade combined with Bionictile®. I was also

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interested in the variety of ventilated façades that improve the energy effi ciency of buildings. These systems have been available for some time in Europe, but in the USA they are still relatively new. I also found the raised access fl ooring quite intriguing. Jim Poteet (JP): Our projects are always in line with the latest trends, so we’re interested in the inherent qualities of ceramic tiles rather than their capacity to imitate other materials such as stone or wood, and it’s in this area that ceramic tiles surpasses the other options. For instance, the new large size rectilinear for-mats, precision waterjet cutting for rectifi ed products or the color and depth that can be achieved through glazing are all excellent fea-tures that make it possible to apply ceramic tiles to new uses in roofs, furniture and outdoor constructions. Jennifer Lynn Nemec (JN): After visiting CEVI-SAMA I’d probably say that what struck me

most was the three-dimensional trend in ce-ramic tiles; the cylindrical or 3D effect pieces that are being used particularly on façades in Europe. Another 3D trend is the sense of mo-vement tiles can create. This not only adds color, but also a texture to walls, as can be seen in the various models featuring waves and reliefs that were on display at the show. At a time when everyone’s claiming to be eco friendly, what do you think makes ceramic ti-les more sustainable than other types of co-verings? RA: The fact that they can be recycled means that ceramic tiles have always been eco-frien-dly...just think about Antonio Gaudí’s works in Spain. RB: Ceramic tiles are some of the most eco friendly materials around. To start with, they’re made from the earth, from clay. It’s true that

The latest edition of CEVISAMA provided the perfect opportunity for a group of leading US architects to visit the event at the invitation of Tile of Spain in order to gain a fi rst-hand insight into the latest products from Spain’s ceramic tile manufacturers and the possibilities and versatility of this material in numerous architectural projects. Here they give us their views on why Spanish ceramic tiles are major players in 21st century design and architecture.

1) Rafael Alvarez, a partner of Alvarez + Brock Design, New York. 2) Jim Poteet, Director of Poteet Architects, San Antonio, Texas. 3) Jennifer Nemec, Director and founding partner of Ideation Studio, Chicago. 4) Ralph Bicknese, Director and co-founder of Hellmuth + Bicknese Architects, St. Louis.

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Interview

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onsiderable amounts of energy are required for the production process, but if you consider their life cycle, then ceramic tiles are extremely energy effi cient: they last practically a lifetime; I installed ceramic tiles throughout my home 21 years ago and they’re still in pristine condition. In high traffi c areas such as shopping malls and institutional buildings, durability is crucial. They’re also extremely hygienic; wiping them down with a damp cloth is generally all the cleaning they need. Unlike other materials, ceramic tiles do not emit toxic chemicals such as VOCs (volatile organic compounds). Nor do they absorb harmful chemicals that can be emitted into the atmosphere later on. Can ceramic tiles satisfy the functional and creative needs of architects and designers?

RB: Most defi nitely. Spanish ceramic tiles can imitate practically all types of textures and surfaces and are suitable for use in almost any situation; from wood or stone imitation fl oors, raised fl ooring, ventilated façades, fal-se ceilings, awnings, blinds, cupboard fronts, railings and decorative objects, to pieces that absorb nitrous oxide. They come in a wide range of sizes from small to extremely large formats, and thicknesses that start at just 4 mm. Even large tiles can be laid with joints that are extremely fi ne or practically invisible, allowing for contemporary and high-tech appli-cations. And in addition to all this, ceramic tiles are also still available in traditional, hand-desig-ned styles. JN: We had the chance to see Spanish ce-ramic tiles in a range of formats and multiple applications, including false ceilings and do-ors for bathroom furniture. These ceramic tile applications are lower maintenance and lon-ger lasting than other types of materials. What kind of image do Tile of Spain manufac-turers have in the USA?

RB: Unfortunately, where I live, in the Midwest, very few people are aware of the possibilities of Spanish ceramic tiles. And before seeing it for myself in Spain, I didn’t know much about them either. From what I’ve seen at CEVISA-MA and the production centers we’ve visited, Spanish manufacturers are capable of produ-cing practically any type of ceramic tile appli-cations for buildings. The manufacturers are eager to work with designers on customized designs as well as new applications. JP: I think that the USA sees Spain as a leader in contemporary design and this image also

the use of ceramic tiles has tended to center on lobbies and restrooms. I believe their use should be expanded to other spaces, inclu-ding decorative walls, doors and windows and ceilings, especially in restaurants, stores and applications in lobbies and meeting rooms. JN: In the commercial sector, ceramic tiles have more applications than other types of materials. We use ceramic tiles for many high traffi c buildings due to their excellent durabili-ty. Apart from that, Spanish ceramic tiles offer an exceptionally wide range of design options thanks to the new formats and designs. In which direction do you think the industry should be moving? What will be its role in the 21st century?

RA: Again, interest is centered on technolo-gical developments. We hope that the sector will continue to innovate and focus on ecologi-cal designs. I’d also like to see more compe-titive prices for these ecological innovations. RB: US businesses and consumers are beco-ming increasingly aware of the manufacturers’ ecological profi le. An issue worth considering is the elimination of harmful chemicals not only from the fi nal product but also from the actual production process. Those Spanish ma-nufacturers that are making progress in this area should let everyone know what they’re doing and about their plans for future impro-vements. JP: The fact that such an ancient product is at the forefront of technological progress and in a highly advantageous position is quite so-mething. Would you consider using ceramic tiles in your future projects?

RB: Most defi nitely. Can’t you tell I’m a fan? RA: I’ve always used ceramic tiles in my work and I fully intend to continue doing so. Some day I’d like to design my own tiles for use in my projects...just like I do with other products. JP: We’re currently in conversations with the local distributors of the products we saw at CEVISAMA for future projects. We like to be at the forefront of change and the latest trends. We’re interested in researching into new uses for 4 mm thick tiles on furniture, in combina-tion with waterjet cutting technology and faça-de claddings. JN: I’m keen to recommend the use of Spanish ceramic tiles for our forthcoming projects. The fabulous top quality products we saw at CEVI-SAMA will add a sense of modern and clean-cut aesthetics to our designs

benefi ts Tile of Spain. However, you can’t beat actually seeing (and touching) the products at fi rst hand in Cevisama or in the showroom of a local distributor. Do you believe that ceramic tiles could be used on major projects in the USA as is ha-ppening in Spain with projects such as the Santa Caterina Market or the Spanish Pavilion at the Zaragoza Expo?

JP: I’d like to think so. The Spanish Pavilion re-fl ects the poetic nature of contemporary archi-tecture in Spain. We’re keen to see this type of poetry in constructions in the USA. RA: I’ve used ceramic tiles (and some of them have been Spanish) on many of my projects. My motivation was mainly for reasons of hy-giene, because they’re so easy to clean. Yet now I have a radically different vision; ceramic tiles can also be used in design. RB: From what I’ve seen I’m convinced that Spanish manufacturers are able to supply exactly the right product for almost any type of application. Have you noticed any changes in trends or new uses for ceramic tiles in the USA?

RB: Yes, although they take a long time to get off the ground. I think things will start to speed up as the economy picks up. Of course, the avant-garde decorative applications will be a hit. But I also believe that the growing emphasis on energy effi ciency, and – I hope - on the extended life cycle, combined with the fact that it will no longer be possible to rebuild every 40 or 50 years, will mean that we’ll be seeing growing numbers of exteriors featuring ceramic tile applications such as ventilated façades. RA: Over the last 10 years, the restrooms in bars and restaurants have become spaces re-fl ecting the latest design trends and we have seen the growing use of the very latest trends in ceramic tiles.

You specialize in the residential and commer-cial construction sector. How do ceramic tiles fare in comparison with other materials?

JP: On the US residential market, it’s a ques-tion of ceramic tiles or stone. Customers with a clearer vision of the future are already opting for large format rectifi ed ceramic tiles. This indicates a trend for ceramic tiles that I be-lieve will continue to grow amongst my more design-aware customers. RB: I specialize in commercial premises where

The Ruso Interiorisme studio, which creates interior design projects, has come up with a highly liveable home that features ceramic tiles and their multiple qualities in each room.

LIVINGCERAMIC TILES

CERASPAÑA/25

Ceramic tiles mark the transition area from the rest area to the bathroom that is fully integrated into the bedroom.

20

layout features separate master bedrooms oriented towards the sea, luminous communal spaces and a spa zone situated at the core of the home and which forms a hub from which all the other rooms lead off. This is naturally the fi rst point where the use of ceramic tiles is an absolute must. The rugged-looking porcelain tiles –reminiscent of original slate - chosen for the fl ooring are in keeping with the aim of creating a natural setting yet also meet the technical requirement of using a coarse-textured material to prevent any accidents caused by walking around this area with wet feet.

The silver gresite tiles laid randomly around the swimming pool irradiate light throughout the home, as this area is visually linked with the sitting room, corridor, garden and fi tness room.

The ground fl oor features a large modern and functional kitchen designed for constant use. Decisions regarding the fi nal layout took into consideration the lifestyle and daily habits of the owners, as it leads directly onto the porch, yet retains the style and elegance that characterize

21

Elegant, modern, changing and original, yet with a touch of the rustic about it;

spectacular but at the same time comfortable, and above all, liveable and functional. The Comarruga Single Family Home from the Ruso Interiorisme Studio is an exercise in adaptability and beauty that makes clever use of the technical and aesthetic possibilities that make ceramic tiles the best option on the fl oor and wall coverings market in most of the rooms and in keeping with its needs.

This two-storey family home is situated in Comarruga in the province of Tarragona. The

THIS IS A HOUSE WITH LARGE WINDOWS THROUGH WHICH ABUNDANT SUN LIGHT FLOODS. THE METALLIC FINISH ON THE WALL TILES MAKES THE ROOMS COME TO LIFE THROUGH REFLECTIONS AND CHANGING COLOR HUES

CERASPAÑA/25

Continues on page 22...

The tone of the main wall in the kitchen changes with the light. INOX wall tiles by APAVISA PORCELÁNICO.

2222

the entire home. Indeed,the main wall features metallic-look porcelain tiles with constantly changing tones and gloss depending on the light and the angle from which they are seen.

bedroom, dressing table, bathroom and dressing room.

Finally, the children’s bedrooms; boy and girl, also have their own integrated bathrooms integrate the bathroom, although the most private areas are concealed from view. As in the master bedroom, ceramic tiles have been used to mark the transition areas – with a clearly masculine and feminine touch – thereby confi rming the major role played by a material that combines design and comfort, while offering unbeatable functional and aesthetic qualities

The guest bathroom also features a functional design – with all the necessary elements but free from ostentation – yet it also includes modern touches that are guaranteed to delight and surprise guests. These include the porcelain fl oor and wall tiles, which add a rustic touch, reminding us of rendered cement, forming an attractive contrast with the innovative designs of the sanitary ware, taps and bathroom furniture. The rugged fl oor tiles also add a sensation of safety when walking around these wet areas.

The ground fl oor, clearly designed for a busy and shared daily lifestyle, contrasts with the second fl oor which has a more intimate nature, and houses the family bedrooms, where ceramic tiles also feature strongly.

The bathroom is a focal point in the master suite, and is fully integrated into the bedroom. The designers decided to take advantage of the natural light that fl oods the room throughout the day thanks to the large windows and installed porcelain tiles that refl ect the light rays, transmitting them around the room. As the studio stresses “this was a key decision in the planning of this room”, turning it into an elegant and sophisticated space in which all the elements the couple needs converge:

The use of ceramic tiles highlights the personality of the youngest members of the household. Curved ceramic tile wall featuring 1x1 cm (inches) mosaic tiles. ONIX in black.

The fl oor tiles (Lava Negro Bocciardato by APAVISA PORCELÁNICO) create a natural setting and their rugged texture guarantees safety when walking in this area barefoot or with wet feet.

IN AREAS SUCH AS THE SWIMMING POOL OR GUEST BATHROOM, THE CERAMIC TILES HAVE A TWO-FOLD FUNCTION, AN AESTHETIC ELEMENT AND PERFECT NON-SLIP MATERIAL

CERÁMICA ELIAS, Vulcano series. comercial@ceramicaelias.com · www.ceramicaelias.com

SHOWROOM // LAST TRENDS

24

CERASPAÑA/25 Showroom

ZIRCONIOÉLITE SAFE SERIES-COLLECTION

zirconio@zirconio.es www.zirconio.es

GAROGRESVISION SERIESventas@garogres.com / export@garogres.com · www.garogres.com

HALCÓN CERÁMICASVERSAILLES SERIES - PORCELATEC COLLECTIONglobal@halconceramicas.com · www.halconceramicas.com

CERASPAÑA/25Showroom

25

EMAC COMPLEMENTOSFRANCIS MONTESINOS SERIESNOVOLISTEL MATICES FRANCIS MONTESINOS COLLECTIONinfo@emac.eswww.emac.es

SALONIPROYECCIÓN SERIES AND CHEN SERIESsaloni@saloni.comwww.saloni.com

26

CERASPAÑA/25 Showroom

CRISTACERATENEA SERIES

INKJET COLLECTIONcristal@cristalceramicas.com

www.cristalceramicas.com

INALCO80.2 SERIES -

GRANDES FORMATOS COLLECTION ANDELISIA SERIES - SLIMMKER COLLECTION

correo@inalco.eswww.inalco.es

27

ALCALAGRES CITY SERIES - NEGRO COLLECTIONgeneral@alcalagres.com · www.alcalagres.com

TAU CERÁMICACORTEN 60X60 SERIES - TAU METALLICA COLLECTIONtau@tauceramica.com · www.tauceramica.com

SUPERCERAMICACARLSTONE SERIEScomercial@superceramica.com · www.superceramica.com

CERASPAÑA/25Showroom

ONIXCLASSYGLASS SERIES

ONIX COLLECTIONonix@onixmosaic.comwww.onixmosaic.com

UNDEFASADAMASCO SERIES

info@undefasa.comwww.undefasa.com

CERASPAÑA/25 Showroom

28

EL BARCOYAIZA SERIESelbarco@elbarco.comwww.elbarco.com

CERÁMICA MAYORTEMPIO, FACHADA VENTILADA SERIES - FH COLLECTIONmayor@ceramicamayor.comwww.ceramicamayor.comwww.tempio.es

CERASPAÑA/25Showroom

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THE CHINESE PAVILION AT THE SHANGHAI EXPO WILL INCLUDE CERAMIC TILES FROM COLORKER

The 2010 Shanghai Expo will feature almost 3500 m2 (37,674 square feet) of Spanish wall and fl oor tiles, with the Castellón-based fi rm Colorker

being the offi cial supplier.

30.5x90.3 cnn (12X36 inches) beige tiles from the Daíno series were chosen for this major international project, designed with Tecktonia digital printing technology.

Colorker’s tiles will be used for the walls and fl oors of the Expo Center building, designed for press conferences, forums, conferences and ceremonies.

It is one of the few facilities (together with the Chinese Pavilion and Expo Boulevard) that will not be dismantled after the event and will continue to be used as an international conference center.

At a time when China continues to increase its share of the world tile market, it is highly signifi cant that Spanish tiles with a brand name internationally known for its prestige has been chosen for such an emblematic building

CERAMIC TILE AND IT, HAND IN HAND FOR THE PERONDA 3D COMPETITION

To mark the launch of their new Peronda3D tool, the Castellón-based fi rm, has organized the fi rst edition of a competition that shares the same name. In addition to promoting the tool (downloadable at www.peronda.es), the competition seeks to encourage new talent in interior design both in Spain and abroad to bridge the gap between interior design and ceramic tiles through the use of digital tools.

The competition is open to both professional designers and interior decorators and students and/or specialists in interior design. Registration started on February 15 and entries may be sent in between March 15 to May 15, 2010.

There are cash prizes of 2,000, 1,000 and 500 euros for the top three entries and the competition rules are available on the recently revamped Peronda website

PAMESA AND CLIMASTAR, WINNERS OF THE ALFA DE ORO AWARD AT CEVISAMA

Technology, innovation and energy effi ciency are the three defi ning values of Dual Kherr, a new material that cuts consumption and optimizes the per-formance of heating systems. This new product has earned Pamesa and Climastar an award at the latest edition of Cevisama.

This award, given annually by the Spanish Glass and Ceramic Society, recognizes the value of Dual Kherr, which combines technology, functiona-lity and design in order to boost energy effi ciency and cut the costs of the heating systems it is used in.

In addition, the Hi Tech range features unique automation applications used in home heating and cooling systems for the fi rst time ever, presence sen-sors, burglar and fi re alarms and activation and deactivation via sms. The-se applications boost the energy effi ciency levels of CLIMASTAR heating, while at the same time enhancing the sensation of comfort and wellbeing

Pamesa collects its award.

News and Events

Company News

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TILE OF SPAINSPANISH COMMERCIAL OFFICE66, Chiltern St., 2nd Floor London W1U 4LSlondres@comercio.mityc.esTel. (20) 7467 2330Fax: (20) 7487 5586

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TILE OF SPAINTRADE COMMISSION OF SPAIN2665 Le Jeune Road, Suite 1114Coral Gables, FL 33134miami@comercio.mityc.esTel. (305) 446 4387Fax: (305) 446 2602

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TILE OF SPAINSPANISH COMMERCIAL OFFICE2 Palam Marg, Vasant Vihar110057 New Delhinuevadelhi@comercio.mityc.esTel. (11) 26146477Fax: (11) 26145956

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