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ARTO unveils concrete, ceramic collections

The Echo Collection is a new design by Italian tile designer Giovanni Barbieri manufactured by ARTO in Los Angeles. The concrete line offers infinite motifs, decorative borders, and inlaid panels. The products in the Echo Collection can be combined with any of ARTO’s Roman tiles or pavers to make a custom aesthetic result. Echo Tiles are 1″ thick and can be mortar set in interior and exterior applications, including walls, floors, and vehicular applications. Echo Pavers are 2″ thick and can also be sand set for patios, walkways, pool decks, and driveways.

The Echo Collection is a new design by Italian tile designer Giovanni Barbieri manufactured by ARTO in Los Angeles

The Echo Collection includes relief pattern tiles and pavers as well as an assortment of individual tiles. The nine art deco inspired 3/4″ thick tile designs can be puzzled together to create a captivating hardscape or wall. The tile sizes are based around a 4″ x 4″ square. Choose from 22 colors or custom hues.

The Scirocco Collection features 32 ancient quad designs inspired by the Arabian desert and Southern Italy. The tiles are hand silk-screened in a way that looks time-worn and antique and are finished with hand-rubbed, rustic edges so each tile has its own personality and no two tiles are ever the same.

Scrirocco ceramic tiles by ARTO are only 3/8″ thick, freeze-thaw resistant and suitable for floors or walls.

At only 3/8″ thick, the thin nature of the ceramic Scirocco tiles allows them to be used adjacent to wood or porcelain. And because of the process in which the tiles are made, they are durable enough to be submerged in water or installed around heat.

The high-fire bodies are freeze thaw resistant and are ideal for floor and wall applications. This collection works with ARTO’s Studio Field trim and tile. Custom designs or custom color combinations can be made as well. These tiles can be used in wet areas, but if exposed to pool chemicals an overglaze must be added to the tiles. Various sizes are available, including 8×8″, 6×6″, and 4×4″.

Natucer offers trio of extruded porcelain collections

Evoke is Natucer‘s modern wall tile collection, combining a hand-crafted look through the irregular surface, with a modern twist due to its extended, trendy satin color range and to the straight edges. This 2×10″ wall tile line comes in eight different colors: Clear, Linen, Skin, Clay, Kale, Lake, Cement and Dark. The range is complemented with the demi-bullnose and the pencil pieces, in order to finish any installation.

Evoke from Natucer

This Tile of Spain manufacturer also offers the D’Autore Collection, an extruded porcelain masterpiece in five different designs with 3D effects, and options for metallic finish, reactive glazings, crackle effects or solid colors, to provide limitless options for customizing your project.

The D’Autore Collection from Natucer

Memory offers an In & Out concept in Cotto look, that gives the possibility to combine the interior and exterior ambiance, with a healthy finish produced by the antibacterial glaze in the surface. A porcelain five color range with modular extruded sizes 7×7″, 7×14″ and 14×14″ anti-slip with fine surface; and 24×48″ rectified option. Complemented with coping pieces and steps 24″ long.

Memory, an indoor/outdoor cotto look collection from Natucer

Emilceramica gives stone a whole new look

Emilceramica Tele di Marmo Revolution

Tele di Marmo Revolution is the new Emilceramica collection, with a contemporary interpretation of marble, expressed with a fresh, contemporary approach, in a collection that uses unconventional tile sizes and new colors.

The large slabs are inspired by the colors of nature, in a journey from the pure white of the Cyclades to the infinite blues of the great marble cathedrals of South America: light, modulated through natural finishes such as semi-polishing, is always central.

  • The Greek island of Thassos provides Calcite white, which adorns porcelain stoneware with the pristine pallor of the Classical age.
  • The green of nature and the transparency of emerald inspire the Verde Saint Denis
  • The sophisticated elegance of black is expressed to the full in Calacatta Black, with luminous streams of greys, yellows and browns flowing across its surface.
  • Blue, the inspiration for the Patagonia variant, is an anthem to the thousand hues of the General Carrara marble caves, between Argentina and Chile, from glacial bright blue to ethereal cobalt.

The collection is completed by a new decor, Acanto, created by reworking unusual colours and motifs with the aid of precise, meticulously judged geometric forms: a contemporary mosaic, redrawn with the aid of fine pixelations, with infinite perspective potentials. A classical theme with multiple meanings, the acanthus leaf is the powerful protagonist of this new variant, characterized by a subtle balance of shades and exquisitely perfect details. This highly expressive and symbolic decor makes Tele di Marmo Revolution a complete, versatile offering, in which vein patterns, reflections and details acquire a personality that will make its mark in any project, unique and original as a work of art. 

Lamosa releases new collections

Lamosa Caramel

Setting the grounds for innovation, Lamosa reinvented the art of handcrafting. With new technology, it delicately enhanced the uniqueness of every single vein of its marble Caramel, with a beautiful carving effect. Caramel is a crosscut rapolano marble design, with a wide variation and movement. A range of different colors expands the series’ versatility by supporting classic style with its warm tones and more contemporary scenario in the cool ones. 

Lamosa Monastic

Monastic, is the all time classic, crema marble, empowered with the latest technology. The incredible carving effect in sync with the marble veining turns this product in a powerful but subtle elegant touch, along with its warm tones that are easy to mix.

Lamosa Canvas

Canvas is has a modern industrial, concrete look, boosted with sophistication by its polished finish. The product holds a wide variation from face to face, increasing the value of the product, enhanced by soft neutral tones.

Lamosa Allure

Allure is inspired by the Classic Gold Calacatta, with a pure white background and light gold veining, making it a fantastic option for both contemporary and classic interior styling. This amazing blend of stones, with a glimpse of sandstones, and limestones bring a lot of movement and unique details within a constant shade with very compact grain. 

Lamosa Fjord

Fjord proposes an original rustic look, modern, and smooth but a focus of attention and easy to match. 

Lamosa Horizon

Highly variegated slate graphic, Horizon is an earth multi-tone stone, with unique texture and brushed finish, making the product a great option for outdoor facades, floor, and indoor accent. 

Lamosa Marchesa

Marchesa is the classic whitewood marble, subtle, elegant. Its variety in colors available makes this a very complete series to combine colors and finishes within the same space. 

Coverings Announces Post-Show Attendance, Resources from Coverings Connected

April 30, 2020 – ARLINGTON, Va. – Coverings (coverings.com), the largest international tile and stone exhibition and conference in North America, today released post-show attendance numbers and digital resources from Coverings Connected, which took place April 20-23. The online digital experience was the first of its kind and provided nearly 4,000 industry professionals with four days of valuable educational webinars and online networking opportunities. 

Attendees of Coverings Connected consisted of architects, designers, builders, remodelers, contractors, installers, distributors, fabricators, retailers, and others spanning the global tile and stone industry. 

Coverings Connected was created to provide opportunities for insight regarding significant tile and stone products, technical information, trends, exhibitor announcements, and other learning opportunities in a streamlined digital experience for those who had planned to attend the canceled Coverings 2020 show. 

“The success of the first Coverings Connected is a true testament to the many dedicated professionals within the tile and stone industry,” said Jennifer Hoff, president of Taffy Event Strategies, LLC, the event management company for Coverings. “The online experience furthered Coverings’ ongoing mission to grow the vibrant tile and stone industry and provide top-of-the-line learning opportunities.” 

Coverings show organizers prepared a wide range of Coverings Connected live learning opportunities and on-demand education for all segments of the tile and stone industry. Those who tuned in to the entirely digital experience listened to and learned from nearly a dozen highly engaging webinars instructed by notable thought-leaders and leading industry organizations. CEUs were available for specific sessions. Live chats and podcast interviews with industry leaders were well received by attendees. In addition, the popular demonstration stage experience was recreated online as well as trends tours provided through videos and webinars.

Most of the Coverings Connected content and handouts will be made available on-demand and can be accessed through the Coverings website. 

Attendees of Coverings Connected, and those who were not able to attend, can engage with 900+ exhibitors through organized online Exhibitor Galleries and the New Product Showcase

For more information about Coverings Connected, visit coverings.com.

CERAMICS OF ITALY ANNOUNCES 2020 TILE COMPETITION WINNERS AND FIRST EVER PEOPLE’S CHOICE AWARD

Ceramics of Italy Tile Competition Commercial Winner

(New York, NY – April 2020) Confindustria Ceramica (the Italian Association of Ceramics) and the Italian Trade Agency are proud to announce the winners of the 2020 Ceramics of Italy Tile Competition. After reviewing a record number of outstanding projects from all across North America, the international jury of design experts selected four winners and three honorable mentions. The chosen projects demonstrate creative use of Italian ceramic tile, representing all three built project categories – commercial, residential and institutional – and one student category. For the first time this year, the competition also featured a People’s Choice Award. Following a two-week period of public online voting, the honor was given to a multi-family housing project that garnered an overwhelming total of 396 public votes.

This year’s project submissions revealed an elevated degree of innovation and design, with inventive tile applications like countertops, custom furnishings, exterior façades, and bespoke feature walls. Joining the ranks of esteemed past winners like Gensler, Snøhetta, Renzo Piano Building Workshop and more, the 2020 Tile Competition winners were revealed during a virtual press conference hosted by Coverings on April 20, 2020 The winners will also be honored during an awards ceremony in Bologna, Italy at Cersaie – the world’s premier exhibition of ceramic tile and bathroom furnishings – taking place in the fall. In addition to this 5-day, CEU-accredited trip, built project winners will also receive a check for $2,000. The contractor and distributor teams involved with each winning project will be awarded an additional $1,000.

COMMERCIAL WINNER

Commercial Winner Garden City Shopping Center, Manitoba, Canada

Firm: Ruscio Studio
Project: Garden City Shopping Centre
Location: Winnipeg, MB, Canada
Tile Manufacturers: Alfalux; Casalgrande Padana
Distributor: Italbec
Contractor: Fabris & Watts

The Garden City Shopping Centre in Manitoba, Canada had not been renovated since 1989, so in 2017 Ruscio Studio was tasked with developing a sleek, contemporary new design that would stand the test of time. Through the use of floral upholstery, Canadian oak wood, and colorful lounge areas, the designers created a modern space that plays into the “garden” theme. Stone-look floor tiles byAlfalux Ceramiche were installed in various colorways and configurations throughout the mall, serving as a way to visually separate and connect different spaces. A uniform installation in the main aisles creates the appearance of wider corridors, while a patterned installation in the center court represents the convergence of shoppers as they flow from one aisle to the other. Finally, black Casalgrande Padana tiles were selected for the bathroom floors. Ruscio Studio was very careful to choose timeless, durable floor tiles that could withstand the next 20 years of heavy pedestrian traffic.

COMMERCIAL HONORABLE MENTION

Firm: Design Continuum, Inc.
Project: Hotel Bennett
Location: Charleston, SC, United States
Tile Manufacturers: Ceramiche Caesar; Ceramiche Coem; Emilceramica; Florim; Marca Corona; Ceramiche Refin
Distributor: Ceramic Technics
Contractor: NTCA Five-Star Contractor, David Allen Company

Commercial Honorable Mention, Hotel Bennett, Charleston, S.C., installed by NTCA Five-Star Contractor David Allen Company

Adapted from the old Charleston County Library, Hotel Bennett is now a 175,000 square foot luxury hotel with 179 guest rooms and suites. The architects at Design Continuum, Inc. were challenged with designing a European-style space, imbuing it with historic charm inspired by several different time periods. To that effect, era-appropriate Italian tile is featured extensively throughout the building and amenities, each installation demonstrating superior craftsmanship and thoughtful design. Ceramiche Caesar tiles cover the rooftop pool deck and terraces, and floral Ceramiche Coem tiles decorate the floors of a French patisserie. Wood-effect tiles from Emilceramica andRefin Ceramicheadd warmth in the rooftop bar area, while stone-look Florimtiles are used throughout the public areas. Finally, a herringbone installation with marble-effect tiles from Marca Corona brings European glamor to the guest bathrooms and spa retail floor.

RESIDENTIAL WINNER

Firm: Bolivar Arquitectos
Project: M+B Residence Club de Golf la Herradura
Location: Monterrey, NL, Mexico
Tile Manufacturers: Florim; Provenza

Residential Winner, M+B Residence Club de Golf la Herraduraemodies, Monterrey, Mexico

Nestled in a picturesque valley in Monterrey, Mexico,M+B Residence Club de Golf la Herraduraembodies luxury to the max. The design by Bolivar Arquitectos is sleek and minimal, but clever contours and unexpected material choices make this single-family home extraordinary. The façade, which is clad in almost 13,000 square feet of quartzite-effect porcelain tiles from Provenza, has a jagged silhouette that mimics the topography of the surrounding mountains. Matching tiles are also carried through to the backyard terrace and pool area, and a mosaic version adorns the walls of an ellipse-shaped guest bathroom. In keeping with the muted, monochromatic color palette, the architect used gray marble and stone-effect tiles by Florim to cover the floors and walls throughout the interior spaces.

RESIDENTIAL HONORABLE MENTION

Firm: STUDIOSC
Project: 426 Tompkins Ave
Location: Brooklyn, NY, United States
Tile Manufacturers: Fioranese; Ceramiche Refin
Distributor: Highstyle Stone and Tile
Contractor: ABF Tile Installation

Residential Honorable Mention, 426 Tompkins Ave., Brooklyn NY

STUDIOSC designed this multi-family residential building for a transforming neighborhood in Brooklyn, NY. 426 Tompkins Ave is elegant and modern, distinguished by a vaulted entrance, double-height ceilings, and a bold choice of tile. The terrazzo-effect floor tiles by Fioranese serve as a visual focal point in the lobby and provide a sense of human scale to counteract the vertical space, which spans three stories. Paired with coordinated gray tiles from the same collection, the Fioranese tiles continue throughout the floors and walls of the lounge area, hallways, and recreation spaces for a stylish and cohesive design. In the apartment bathrooms, a fossil-inspired collection from Ceramiche Refin decorates the walls, floors, and shower ceilings.

INSTITUTIONAL WINNER

Firm: Perkins and Will
Project: NYC Healthcare Clinic
Location: New York, NY, United States
Tile Manufacturers: Laminam; Saime Ceramiche
Distributor: Nemo Tile; Stone Source
Contractor: Wilkstone

Institutional Winner, NYC Healthcare Clinic

This NYC Healthcare Clinic is an active outpatient facility located in a 25-story commercial building in Midtown Manhattan. Natural daylight permeates the public spaces, and views to the outside provide simple and efficient wayfinding in this bustling medical center. Through the use of Italian tile and smart architectural details, Perkins and Will designed a space that was unique to the neighborhood yet visually consistent with the client’s vast network of care centers. Gray, stone-effect tiles from Saime Ceramiche were specified for the lobby flooring, providing a hygienic, high-performance solution that is guaranteed to last a lifetime of heavy use. A striking feature wall installation, inspired by the local urban landscape, showcases large-format Laminam tiles in the recessed light niches.

INSTITUTIONAL HONORABLE MENTION

Firm: uoai architects
Project: Nathan Phillips Square Bicycle Station | Archive 513
Location: Toronto, ON, Canada
Tile Manufacturer: Lea Ceramiche
Distributor: Ciot
Contractor: Thin Tile Canada

Institutional Honorable Mention, Nathan Phillips Square Bicycle Station, Toronto, Canada

Situated one level beneath Toronto City Hall, Nathan Phillips Square Bicycle Station | Archive 513 is a key component in the revitalization of Canada’s largest city square. This subterranean facility provides 200 secure bicycle parking spaces, which are separated from the adjoining car parking garage by a panel of metal mesh. Challenged with creating a unique way to display archival materials from the 1958 New City Hall International Design Competition, uoai architects worked with Lea Ceramiche to produce 22 custom-printed, large-format ceramic slabs. These yellow, 3.5mm-thick tiles cover the walls inside the station’s two-story central vestibule, featuring excerpts from the 1958 competition brief and high-definition images of the original design proposals submitted by 513 international entrants. Using over 60 linear feet of digitally-printed ceramic, this project explores the intersections between contemporary urban infrastructure and a pivotal moment in Toronto’s modernist architectural history.

STUDENT WINNER

Entrants: Carolina Cardona, Gabriela Mesquita, Rachael Cowan, Mariapia Sierra
University: Florida International University (FIU)
Declared Major: Interior Architecture
Project: …sensuum spa
Tiles Used: Valentino by Ceramiche Piemme; Abitare la Ceramica; Rondine; Ceramiche Coem; Italgraniti

Student Winner…sensuum spa, Virgin Voyages cruise line

Conceived as an exclusive amenity on the Virgin Voyages cruise line, …sensuum spa is a holistic approach to wellness through an experience of the senses. It offers a pause in the midst of constant frenzy, represented through the use of curvilinear forms, natural materials and a serene color palette. FIU students Carolina Cardona, Gabriela Mesquita, Rachael Cowan and Mariapia Sierra imagined a thoughtful placement of Italian tile throughout the rooms, creating a restorative atmosphere for the guests. A rich onyx-look tile from Valentino by Ceramiche Piemme adorns the walls in the hammam and couples treatment rooms, complemented by a beige stone-effect tile by Ceramiche Coem. Rondine tiles line the pool, while 3D wall tiles from Italgraniti add textural interest. A stone-look tile by Abitare la Ceramica provides general flooring.

PEOPLE’S CHOICE AWARD

Firm: Vida Design
Project: The Rodney
Location: Portland, OR, United States
Tile Manufacturer: Appiani
Distributor: Statements Tile
Contractor: Floor Solutions

People’s Choice Winner, The Rodney, Portland, Oregon

Upon entering The Rodney, a high-end multi-family high-rise in Portland’s Pearl District, residents are greeted by a custom Appiani mosaic on the lobby floor. Working closely with their Statements Tile representative, the team at Vida Design was able to create their own mosaic that reflects Portland’s rich heritage and future growth. The one-of-a-kind installation is durable and slip resistant, creating a powerful visual impact that brings edge to a classy interior space.

Coverings Connected – Day 3 Schedule

Visit our webinar page to access recordings of sessions that took place earlier in the week.

Today we are featuring the following opportunities:

Live Webinars

11:00 a.m. – 12:00 p.m. EDT

Application and Specification of Tile for Outdoor Use

Martin Brookes, President, Heritage Marble & Tile and Woody Sanders, President, DW Sanders Tile & Stone Contracting


12:30 – 1:30 p.m. EDT

Acting on the NTCA Culture Survey – Leadership in the Face of COVID-19

Wally Adamchik, President, Firestarter Speaking and Consulting


2:00 – 3:00 p.m. EDT

Don’t Let Water Be the Boss: Wet Area Tile Installation

Mark Heinlein, Technical Director, National Tile Contractors Association


On-Demand Content

Coverings Connected on-demand content provides resources specific to the tile & stone industry as well as general business and marketing information.

You can choose sessions most pertinent to your current challenges including: Global Tile Trends, Large Format Tile and Stone Installations, Tips and Apps for Productivity, How to Use the TCNA Handbook, Installation Trends Tour, Influencing the Influencers and so much more. Don’t miss out on all of the complimentary content to help you build your business.

Engage Interviews

Join Irene Williams as she chats with leaders from across the tile industry.

Digital Demo Stage

One of the most popular features at Coverings, we’ve converted the Live Installation Demonstration Stage into a Digital Demonstration Stage with how-to videos and product demonstrations.

Installer-focused training planned for Thursday at Coverings Connected

Coverings Connected, the digital manifestation of the annual Coverings trade show this year, has designated Thursday, April 23 as Contractor Day. Special learning opportunities featuring are planned this day, covering a range of topics that interest and benefit tile and stone contractors.

Martin Brookes, Heritage Marble & Tile
Woody Sanders, DW Sanders Tile & Stone

First up, at 11 a.m. – 12: 00 p.m. EDT, Martin Brookes, president of NTCA Five-Star Contractor Heritage Marble & Tile and Woody Sanders, president of NTCA Five-Star Contractor DW Sanders Tile & Stone Contracting will present a live session on the Application and Specification of Tile for Outdoor Use. Exterior living spaces and outdoor living is a growing trend that offers outstanding opportunity for ceramic tile and natural stone. However, there are inherent complications requiring you to implement strategies for installation that will succeed. New technology and systems have recently been introduced that can improve the likelihood of success and control the cost of installation as well. This session will examine the technology and the installer planning and training that must take place to be successful. Continuing Education Credits AIA: 1.0 LUs HSW IDCEC: 1.0 CEU Hours.  Click here to register.

Wally Adamchik, Firestarter Speaking and Consulting

Then from 12:30 p.m. to 1:30 p.m. EDT, Wally Adamchik, president of Firestarter Speaking and Consulting will explore Acting on the NTCA Culture Survey – Leadership in the Face of COVID-19.  Join this session to learn the results of NTCA-commissioned research on company culture in tile contractors across the country. Gallup reports that only 30% of workers are engaged at work. Is the construction industry even worse? Learn how people (our most important asset) in the tile industry are feeling, and how it compares to the construction industry as a whole. What is the state of the industry from a leadership and culture perspective? And what are the current and future impacts of COVID-19 on labor. Get the good, the bad and the opportunities. Attend this data-rich session to gain ideas on how to assess and improve your company to recruit, retain and engage your employees. Continuing Education Credits AIA: 1.0 LUs IDCEC: 1.0 CEU Hours Click here to register.

NTCA Technical Director Mark Heinlein

Finally, from 2 p.m. to 3 p.m. EDT Mark Heinlein, NTCA Technical Director will offer an informative and practical session  with Don’t Let Water Be the Boss: Wet Area Tile Installation. Water goes where it wants to go and does what it wants to do. You don’t want water to be the boss in your wet area installations. Learn the  information you need to be the boss and properly control water in your wet area tile installations. Continuing Education Credits AIA: 1.0 LUs HSW Click here to register.

Click the links to register or visit coverings.com and click on Learning Opportunities for the day desired.

Coverings Connected – Day 3 Schedule

Today we are featuring the following opportunities:

Live Webinars
11:00 a.m. – 12:00 p.m. EDT
Economics 20/20
Elliot Eisenberg, PhD, Chief Economist, GraphsandLaughs, LLC

12:30 – 1:30 p.m. EDT
Trend Hacks: How to Spot Trends that Will Impact Your Business
James Dion, President and Owner, Dionco, Inc.

On-Demand Content

Coverings Connected on-demand content provides resources specific to the tile & stone industry as well as general business and marketing information.

You can choose sessions most pertinent to your current challenges including: Global Tile Trends, Large Format Tile and Stone Installations, Tips and Apps for Productivity, How to Use the TCNA Handbook, Installation Trends Tour, Influencing the Influencers and so much more. Don’t miss out on all of the complimentary content to help you build your business.

Engage Interviews

Join Irene Williams as she chats with leaders from across the tile industry.

Digital Demo Stage

One of the most popular features at Coverings, we’ve converted the Live Installation Demonstration Stage into a Digital Demonstration Stage with how-to videos and product demonstrations.

In a video, Francesca Molteni shows the uniqueness of Italian ceramic



For over 40 years, Ceramics of Italy has been the trademark that symbolises the Italian ceramic industry both in Italy and throughout the world. It is synonymous of ceramic bearing the Made in Italy label and of the core values of our industry. It is used for all the promotional initiatives of the association itself and the individual companies that manufacture ceramic in Italy. It now appears in the title of the advertisement campaign video that film director Francesca Molteni has been asked to produce.

In just over one minute, the video “Ceramics of Italy – Ahead of our Time” expresses, in an evocative and emotional manner, everything that only Italian-made ceramic can represent: the richness, uniqueness and beauty typical of Italian ceramic tiles (not only those made in the past, but also those produced in the modern age), and the core values of the Made in Italy label that distinguish them. View it at https://www.ceramica.info/en/articoli/ceramics-of-italy-ahead-of-our-time/

“Ceramics of Italy -Ahead of our Time” expresses the cachet of Italian ceramic tile in a one-minute video

Tradition, history, culture, design, quality, beauty, product innovation and innovation of technological processes: all these values are universally attributed to the Italian ceramic industry alone.

The narration of the video explains, in an elegant, intuitive and unambiguous way, the extraordinary ability of Italian ceramic to bring together the opposites of past and future, which are represented by highly iconic landscapes (from the Mediterranean to the hills of Emilia, and finally Florence), historic ceramics and modern tiles used in major works of architecture (Hotel Parco dei Principi Gio Ponti + Dallara Parma 5+1AA + Teatro dell’Opera of Florence ABDR).

Finally, the payoff of the video: “Ahead of our Time*, a highly meaningful heading that enshrines what has always animated the very spirit of Italian creativity. According to one of the most authoritative dictionaries in the world, it means: *To have new ideas a long time before other people start to think in the same way (Collins English Dictionary)”.

This message is aimed at a North American audience and intends, in just a few seconds through a social media campaign, to promote the Italian ceramic tile industry and gain the loyalty of buyers of ‘Ceramics of Italy’, underlining that in this way “they are taking a piece of Italy home with them”.

It is the second film on ceramics directed by Francesca Molteni, who last year produced the docu-film Timeless Tiles: The Italian Legacy to celebrate the 25th anniversary of the Design Competition in North America, the objective of this campaign is that of making Made in Italy ceramic more competitive at international level, focusing on its totally unique and outstanding properties.

This promotional tool goes hand-in-hand with two further projects launched by the Italian ceramic industry, in other words the video of the campaign entitled The values of Ceramic and Mater Ceramica.

The advertisement campaign ‘The values of Ceramic’ is dedicated to the great number of positive and particular aspects of the material and involves 8 video-clips that will be distributed on social media to consumers and professionals. This promotional activity was created and developed in Italy and will be distributed on the European and the US market in spring.

The Mater Ceramica project has been devised as a historical and geographical map of Italian ceramic, constructing a virtual network of the hundreds of artistic and industrial hubs that are present throughout Italy, connecting cities, areas and regions.

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