The tile sector transformed

New designs, finishes and size formats are transforming the tile sector.

A regular fixture in bathrooms and kitchens, ceramic tiles and mosaics are currently making their way into a range of less traditional spaces. New and diverse ceramic styles are calling for increasingly imaginative applications. 
 

“Bisazza believes that it has successfully transformed a product traditionally associated with bathroom and wellness environments into a contemporary decorative element for all living spaces,” maintained Rossella Bisazza, communications director at high-end mosaic brand, Bisazza.

“This has been achieved through the production of a comprehensive range of decorative collections in different colour shades. Taking inspiration from fashion trends, textiles, floral and animal motifs, as well as optical and geometrical patterns, Bisazza mosaic has turned itself in to a precious fabric, or wallpaper, through contemporary interpretation.”

Bisazza isn’t the only company capitalising on this trend. Worldwide, designs that conventionally made their way onto wallpapers, general textiles and materials are now turning up on ceramic tiles and mosaics. Companies in the sector are constantly bolstering their product ranges, presenting designers with a whole host of options to choose from.

“Naturally fresh, classically elegant, young and dynamic, or futuristic with a touch of high tech – these are all dominating trends. Where colours, textures, themes or materials are concerned, what all these trends have in common is a stylish play on contrasts,” said Beril Duman, assistant brand communication manager of VitrA, a manufacturer of wall and floor tiles.

“In order to enable architects and planners to pick up the latest interior fashions, there must be a series of tiles featuring a varied design, and countless possibilities for individual combinations,” Duman added.

Size matters
While there is a seemingly endless array of colour combinations on offer, and trends in texture alternate from year to year, a new differentiator is guiding this season’s trends – size. Ceramic tile and mosaic designers are playing with size formats to introduce further diversity to the sector.

While larger tiles are still a preferred option, naturally small mosaics are also proving their mettle, and are being used either in conjunction with larger tiles, or worked into colourful, eye catching, one-off patterns.

“For 2009, the market is dominated by two contradictory trends – the tendency towards an increasingly larger size on the one hand and, on the other, towards mosaic, namely a ‘tesserae’ or tiny size. This is the first time that size has been recognised as a creative power.

We are placing our expectations on an exciting play of large and small, elongated and square,” said Thorsten Bies, regional manager of Villeroy & Boch Middle East, bathroom and wellness division.

In the quest to differentiate themselves and offer customers new and innovative options, rather than the ad-hoc rectangular tiles of the past years, designers face stiff competition. This competition is also forcing ceramic tile producers to offer increased quality and unique characteristics, as well as varying sizes.

The aim, maintained Alfonso Panzani, chairman of Confindustria Ceramica, the association of Italian ceramic tile manufacturers, is to pre-empt consumer demands. “Rather than a single trend there are always several that are very popular.

For us, the most important for tiles include floral, natural stone and wood imitation effects, and intense colours. In the field of mosaic, after a longstanding preference for square monochromatic mosaics, the current trend is to decorate the individual pieces in different ways and where possible make each unique,” Alfonso Panzani explained.

“Design plays an essential role not just for ceramic tiles and mosaic but for all products that maintain a high quality standard. Important factors include tailoring products to their specific applications and enabling them to satisfy and, where possible, pre-empt aesthetic trends,” he added.

Social and cultural values, particularly in today’s economic climate, will also shape consumer preferences, and need to be considered when forecasting trends.

“Latest trends, cultural and socio-economic developments, competition and consumption habits are all very important considerations. We identify local trends and the consumption preferences of the markets that we serve, as well as the general global trends,” said Selin Cevik Ersayın, brand specialist at Kaleseramik, a Turkish producer of ceramic tiles.

“We are not only designing the shape, texture or colour of the ceramic tile but also considering the whole ambience. Our aim is to create living spaces rather than just covering a surface.”

Catwalk
Like many aspects of interior design, much is inspired, or at least draws, from certain traits of the art and fashion world. “Thanks to a continuous interaction between fashion and design, we have always been able to comprehend and anticipate new decorative trends.

“We are always inspired by the fashion world and we would like to consider ourselves as a fashion brand for interiors, giving the mosaic a decorative emotion that not only qualifies the space, but also creates a distinctive atmosphere,” said Bisazza.

Further promoting the relationship between art and ceramics is Michael Banks. Widely recognised for his abstract photography, Banks, in collaboration with Spain’s Ceracasa Ceramica, has begun printing his imagery on to ceramic tiles, in a new collection entitled Emotile. 

“The creation of a new product, ‘Emotile by Michael Banks’, is a design-led collection of photographic images printed onto ceramic tiles. Highly unique and contemporary, the tiles are aimed specifically at interior designers, architects and specifiers who are seeking new visual solutions and excitement in ceramic tiling,” said Banks.

“Emotile is a sophisticated new technology, surpassing in quality previous attempts to print photographic images in high resolution and accurate colour saturation onto ceramic tiles, for floor, wall and facade use,” he added.

While the design of a tile or mosaic will allow it to transform a room, it is production techniques that govern the quality and success of a product. “The tile industry has developed enormously in recent years, in terms of both product innovation and technological evolution, in order to increase the flexibility of production lines,” said Fatma Avsar, planning specialist at Toprak Seramik.

A ceramic tile is made from different types of clay that are pressed and fired in a kiln. The tiles can be glazed with a mixture of metal oxides for colour, and ground glass for a hard surface, and can be vitreous (water resistant) or not.

So, in addition to the aesthetic value of a ceramic, factors such as colouring and product longevity will come into play. Furthermore, with such an extended lifespan, it is crucial that they remain easy to clean and maintain.
 

“The tile is gaining a much deeper appreciation. An overriding characteristic of today’s product is long life. In this respect, the tile has a clear advantage.

It is made of natural materials, is hygienic and non-combustible, is especially robust and able to withstand stress,” said Bies. “Other important factors in the design of a tile include high functionality, use of materials, durability, which is connected to the material itself, and ecological sustainability. We are concerned with man, his environment and his immediate surroundings, and this should, and is, highly reflected in our diverse range of tile designs,” he added.

Responding to this heightened demand for increasingly sophisticated products, the Turkish Ceramics Promotion Group has embarked on a renewed marketing drive, resulting in the launch of a new film, a new catalogue and a series of new advertising campaigns, as well as vigorous attendance at exhibitions and events.

“Turkey has been long known as a major ceramics player, thanks to its rich reserves of raw materials, long ceramics manufacturing history and high production capacity,” said Bahadır Kayan, president of the Turkish Ceramics Promotion Group.

“Now, Turkey’s ceramics manufacturers are making a concerted effort to change perceptions that the industry competes only on price and position their ceramics as a brand of choice. The focus is not restricted to quality as we are also highlighting excellence in design and harmony. Rather than just market individual products, we’ve started to create strong brands in the spirit of collaboration,” Kayan said.