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New times, new products, new look This year, 2013, which has just begun, brings with it a panoply of new developments that we will be taking a close look at in this issue of Ceraspaña. New developments in products, which the manufacturers will be presenting at CEVISAMA, the trade fair we think of as our very own and which is where, year after year, our manufacturers show off their creative potential, displaying their latest advances and developments. Trade fairs and events are changing too, including moving from their traditional homes, as COVERINGS is about to do, set as it is to take place in Atlanta for the first time. Plus there will be new seminars taking place for specifiers in Tile of Spain’s major markets such as the United Kingdom and France. There have been new developments in the results of the 11th Ceramic Tile in Architecture and Interior Design Awards, where public works have carried off the two main accolades and the runner-up prize, demonstrating yet again that Spanish ceramic tiles have moved beyond the boundaries of the home. In another first this year, the designs by two students of architecture from beyond our borders were the winners in their category. Our website, too, has developed and launched a section on sustainability (www.spaintiles.info/eco) along with specific sites for the US (www.tileofspainusa.com) and German (www.tileofspain.de) markets. These sites carry specific information on those markets and about Spain’s product offer.















The Tile of Spain brand is moving on too, launching a corporate identity geared to the new times and developing a stronger personality as a country brand synonymous with innovation, competitiveness, versatility and design

Ceraspaña is available digitally at: www.ceraspana.es READER SERVICE If you would prefer to receive the extended digital version of the magazine instead of the hard copy, please register at www.ceraspana.es If you would like to receive more information on the companies featured in Ceraspaña, contact ASCER: ceraspana@ascer.es or visit our website, www.spaintiles.info

ISSUE 30 · 2013 EDITED BY ASCER Spanish Ceramic Tile Manufacturers´ Association C/ Ginjols, 3 · 12003 Castellón · Spain Tel. +34 964 727 200 · Fax +34 964 727 212 global@ascer.es · http://spaintiles.info Ceraspaña is a free newsletter distributed by ASCER. PUBLISHED ASCER DESIGN AND PRODUCTION Plató SPONSORED BY



CERAMIC TILES SET THE PACE As with other disciplines, the design of ceramic products evolves both technically and aesthetically, following trends, and is capable of turning the decorative taste of the moment, and its critics, on their head. The use of ceramic tiles in architecture and interior design has no aesthetic limits and, with its many different finishes, offers a multitude of possibilities.

Inalco, Handcraft Series Slimmker Collection




echnical innovation in glazing and in the finishing processes for ceramic tiles has produced a real revolution in the realm of design, making it possible to create a whole new world of colours, textures and printed motifs with which to create, in turn, an infinite number of images and surroundings. What is becoming the norm today, as opposed to the minimalism of recent years, is not its antithesis but, rather, a trend that offers a range of styles in one. The minimalist style is based on simplicity, austerity, straight lines, cold colours and simple lines where “less is more�.

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Ornamenting with ceramic tiles is no longer a crime; sophisticated finishes, mixed motifs and contrasting styles create rooms that are rich in sensations and whose sole and perfectly sufficient purpose is beauty

What is right on trend today, however, is textures and stunning combinations of colours and shapes. There is definitely a strongly emerging trend for making rooms visually richer by using more daring and eclectic tiles. A new avant-garde has come to the fore – maximalism, or “more is more” – where ceramic tiles can bring an infinite number of ideas to the party. Tiles with geometric motifs are an appropriate, contemporary alternative for balancing the room and breaking the monotony of a smooth surface. Surfaces can be personalized with tiles that combine stripes, circles or squares that, if you play with different tile formats, can create countless different effects. The most prestigious designers are now going back to creating walls covered in geometric shapes and retro-style explosions evocative of the style of the great designer David Hicks. A more daring choice is ceramic tiles printed with brocades and floral prints that lend a Baroque or Rococo touch to a minimalist room, creating a very fresh aesthetic contrast. Manufacturers have also added tiles with metallic and gold prints reminiscent of the luxury of the royal dynasties of central Europe, to their collections.

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Grespania, Amberes Series-Collection

Exaggerating the past with a modern focus is key to achieving the new uniqueness and following the route map of contemporary design. All of these creative options in ceramic coverings can be used not just when covering walls but also for floors and even facades. The crucial idea is not to dismiss the rigour of well executed minimalism such as that created by Bart van der Leck and architects such as Mies van der Rohe but, rather, to enrich it. The trend now is to neither exaggerate nor saturate but instead to combine original designs to create relaxed, modern interiors that, with the help of the versatility and quality of the finishes now available on ceramic tiles, avoid being cold


Ceramic tiles make it possible to create original, unusual and dynamic interiors whilst also making those who study the way they have been arranged feel at ease

TecnicerĂĄmica, Magna Series-Collection

CEVISAMA 2013 PREVIEW The 31st CEVISAMA fair takes place at the Feria de Valencia exhibition centre from 5th to 8th February 2013. The most innovative products in the world will be there, on show at an event whose position at the top of the global league table of trade fairs for the world of interiors grows stronger year on year.


he Spain’s ceramic tile sector will be showing their most innovative products at the fair, creating a gallery of trends that will be seen by the biggest gathering of international buyers of any other similar event. As a platform where the leading brands show their star products of the year it is a point of reference for architects, designers, interior designers, specifiers, buyers and the media. Ongoing investment in innovation allied with high quality exhibitors made CEVISAMA 2012 the Spanish trade fair that received the highest number of international visitors, with 12,800 international buyers from 140 countries registering (2% more than the previous year).


red by the Polytechnic University of Valencia, and the Tile Installers Congress organised by PROALSO – along with new content. The ninth Trans/Hitos is being subtitled “Geometries” and via three installations will demonstrate how the urban and architectural use of ceramic tiles can be further developed. Two of the installations, in the shape of a dome, will ne used to show the winners of the 11th Tile Awards (read more on p.8) and the Expocátedra designs from the Network of Ceramic Studies Departments – both of which are ASCER initiatives. The third installation will be a fragment of the Centro de Innovación para la Infancia building, a project the ITC (Ceramic Tile Technology Institute) is involved in and the purpose of which is to publicise, promote and foster technological innovation and environmental sensitivity amongst children.

ASCER-Tile of Spain, for its part, will be holding its traditional international press conference on Wednesday 6th February, during which it will present the industry’s top-line results and strategies for the future. Taking advantage of the presence of around 100 international journalists, the press conference will be followed by the Ceramic Tile in Architecture and Interior Design and Degree Project Awards ceremony. Tile of Spain is, as usual, working in collaboration with ICEX to arrange for a large group of international journalists from the leading specialist architecture, interior design and tile magazines to visit the fair. During the fair the guests will take part in a fascinating programme of events designed to show them the very best side of Spain’s ceramic tile industry and its products

This year and in collaboration with the Interiors, Internationalization and Contract Businesses Association (UNEX), CEVISAMA will be launching the Contract Seminars. The aim of the initiative is to put manufacturers that design products for this particular segment of the market in touch with groups of international specifiers. On another front, CEVISAMA Lab is being staged again, as a strategic platform for ceramic tiles, bathroom furnishings and natural stone. The programme for the upcoming Lab will include what has become its traditional content – Trans/Hitos, the Alfa de Oro Awards, the International Ceramic Tile and Bathroom Design Competitions, the Architecture and Design Forum, the EXCO Technical Seminars, delive-



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The design for the “Catering School in Matadero” in Medina Sidonia (Cádiz) by Sol 89 is the winner of the eleventh Tile of Spain Awards. The Tile of Spain Awards in Architecture and Interior Design are both well established and highly regarded in the world of architecture today, thanks largely to the exceptional juries that judged the entries year after year but also to the quality of the winning designs.

The interior of the Catering College. Ceramic tiles cover horizontal and vertical surfaces in a continuous sweep. Photo: Fernando Alda.


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he jury judging the 11 th Ceramic Tile in Architecture and Interior Design Awards decided unanimously that the winner of the architecture category should be the “Catering School in Matadero” project in Medina Sidonia (Cádiz) by María González García and Juanjo López de la Cruz, both of architectural practice Sol 89. Describing it, they highlighted that it is “a project that was acutely aware of its surroundings, has been resolved with very modest means, yet very delicately and very successfully.”


First prize in the Interior Design category went to the “Teacher Training College in Granada” by architect Ramón Fernández-Alonso Borrajo, with the jury underscoring “the original approach of taking exterior ceramic tiles right through the interior of the building.”

Interior of the Teacher Training College in Granada: Ceramic tiles cover both the exterior and the interior of the building. Photo: Jesús Granada.

That ceramic tiles are ideally suited to public works has been demonstrated very clearly again: two training colleges and a town square are the winners of this eleventh edition



The jury wanted to single out one project in the Architecture category, the “Regeneration of the Plaza Mayor and lookout over the Duero” by Churtichaga+Quadra-Salcedo Arquitectos, having been particularly impressed by “the unique, radical step of leaving the square empty and of using the material and its rich earthy colour to create an air of serenity.”

The Awards are becoming increasingly international, with two runner-up prizes in the Degree Projects category this year going to students in London

DEGREE PROJECT CATEGORY The last category in the Ceramic Tile Awards is dedicated to identifying the best Degree Project produced by students of Architecture in which ceramic tile plays a major part. The jury awarded first prize to a project titled “Found fabrics – floating unity – inhabiting Alexander” by Mª Dolores Parrilla Ayuso of the Escuela Técnica Superior de Arquitectura de Madrid (Advanced School of Architecture of Madrid).. With this Project the jury highlighted “the renovation and transformation of an old ship into a place for pilgrims to stay that has used a newly patented textile ceramic tile. The contrast between solidity and lightness in this design is highly attractive, and comes across particularly strongly in the drawings in which the idea is presented.”

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Interior of the Teacher Training College in Granada. The ceramic gives the inside of the building a warm feel. Photograph by Jesús Granada.

Given the high quality of the designs entered for the competition, the jury agreed to award four runner-up prizes. Two of the four projects singled out for this special recognition were, for the first time in the history of the competition, by students at schools of architecture outside Spain. by Michelle Lam, a Master of Architecture student at University College London. “Cemertery Island on Fleves, Greece” by Ángela Juarranz Serrano of the Advanced School of Architecture of Madrid (ETSAM).

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“New “N ew val a ue ue”” by Benjamin Reynolds of the Architectural Association School of Architecture of London.

is organized by ASCER, a point of reference in the world or architecture both in Spain and around the world.

“Rev viv ivin in ng th he ol old d th hea atr tree-ci ec ne nema ma as of Lis sbon”, by Ana González Pérez of the Advanced School of Architecture of Madrid (ETSAM).

The calibre of its members meant that the jury was outstanding again this year. Chaired by the prestigious Spanish architect Juan Navarro Baldeweg, the jury’s members included architects Luis Martínez Santa-María from Spain and Francisco Aires Mateus, from Portugal; Joseph Grima, editor of Domus magazine; international designer Matali Crasset; the architecture critic from Spanish broadsheet El País, Anatxu Zabalbeascoa; and Ramón Monfort, of the Castellón Guild of Architects.

MORE THAN A DECADE OF CERAMIC TILE AWARDS Both the prestige of the various juries and the quality of the work that has carried off the prizes has made this competition, which

The jury deliberating at ASCER’s headquarters.

The two main categories for the Ceramic Tile Awards are Architecture and Interior Design, which each offer a prize of 18,000 euros. A Degree Projects competition is also held, aimed at students of Architecture and offering a prize of 6000 euros. The Awards are supported by Vodafone España, Endesa and PortValencia. Full information on the Awards is available www.premiosceramica.com

Ceramic tile paving in the Plaza Mayor in Almazán (Soria). Photo: Fernando Guerra.




Care Home and Day Centre for the Elderly, Parque de la Fuentes in Utebo (Zaragoza). Basilio Tobías Pintre.


ustainability has been one of the hottest topics up for debate recently, with regard to both its economic and its social and environmental repercussions. In general terms, ‘sustainability’ as a concept refers to satisfying a number of specific requirements without compromising supplies for societies in the future. Applied to architecture and the materials it uses, this definition calls to mind current projects where the construction model requires care to be taken over the balance between the building and its surroundings, minimizing its environmental impact so as to not compromise the wellbeing of future generations. This term is the basis for the definition of sustainable architecture, a form of architecture that takes account, amongst other things, of production processes, construction techniques, environmental impact and the recycling of materials used in construction. Spain’s ceramic tile industry has been focusing its efforts in R&D on the development of


Ceramic is experiencing a revival, as a prime material in sustainable architecture, turning its use as a cladding solely for interiors on its head

products and solutions in the field of sustainable construction for over a decade now, as well as on the pursuit of manufacturing processes that have less of an impact on the environment. To this end it has reduced the levels of waste and carbon dioxide emissions it generates and slashed its energy and water consumption as much as possible. Equally, waste materials generated in the manufac-

ture of ceramic tiles are being re-used more and more and Life Cycle Analysis (LCA) of the products is gradually being introduced. This research provides real, transparent information about the material, its impact upon the environment and the advantages of using it in construction as a way of creating a more sustainable living environment. The more sustainable the products used in a build, the more sustainable the architecture will be. There is a multitude of applications for ceramic in sustainable architecture, given that its main features include its great strength and durability. A long-lasting product consumes fewer resources and has a lesser impact on the environment. Ceramic does not give off odours or pollutants nor does it carry bacteria. Its high level of thermal inertia means that it is a very efficient heat regulator, which in turn means that the building’s energy requirement will be lower. Another characteristic feature is that it makes a positive contribution to the health of a building because it is aseptic, hygienic and easy to clean.

New Police Station, Cรกceres , ARX Arquitectos. Roof and ventilated facade Colorker porcelain stoneware.

13 13


We know of a number of projects at the moment that are environmentally aware and use ceramic tile. Several were entered for the eleventh ASCER Ceramic Tile Awards, proving that ceramic tiles offer huge potential as a material that can improve the performance of facades, particularly ventilated facades. One good example of this is Care Home and Day Centre for the Elderly in Utebo by the architect Basilio Tobías Pintre, where ceramic tiles have been used to create a cross-ventilated facade that performs excellently both thermally and acoustically. It is also easy to maintain and its colour means that the building blends easily with the hues found in the area in general.


Ceramic tiles provide innovative solutions for bioclimatic design thanks to their intrinsic properties and versatility

tectura Ayala. Extruded stoneware ceramic Tiling and cylinders by Cerámica Decorativa.

Ventilated facades promote the retention of heat from the sun during the cold seasons and perform the opposite function of cooling the building when it is warmer, particularly in the summer. Ceramic tiles do not stop there, and some projects stand out because they have used devices with tiles that makes the very most of the building’s setting, thereby expressing a sensitivity in its environmental and bioclimatic approach. Some of these types of device are traditional, such as screens and louvres that can be used to regulate the amount of sunlight entering the interior spaces and facilitating ventilation.

Several designs were entered for the ASCER Ceramic Tile Awards that revealed the full potential of ceramic tiles as a material for improving the energy performance of facades

Casa Pomaret. Picharchitects.

The Casa Pomaret, designed by the PichAguilera practise, picks this idea up again. The entire project is geared to environmental and sustainability criteria, making passive performance a priority and thus reducing the building’s impact on the environment and the amount of energy it needs. Ceramic tile ventilated facades have been used on the vertical faces to promote good bioclimatic performance inside. In front of the windows the ceramic tiles form screens that block out excess light. Ceramic tiles thus play an important role in this house, both outside and indoors. The design of the New Banco Popular Headquarters (Ayala Architects) features ceramic tiles throughout the building, taking different shapes and performing different functions, providing protection from the sun as well as cladding. This was achieved by using cylinders made of extruded ceramic to create the building’s external skin and provide protection from the sun. The cylinders have been glazed in several shades of white, which softens and reflects the light and alters the way they look at different times of day, in turn changing the building’s overall appearance across the day. The double skin construction system is simple and the random placing of the different colours gives the building its unusual look. Whether flat or three-dimensional, ceramic tiles provide innovative solutions for bioclimatic design thanks to their intrinsic properties and versatility. Combining them with other natural resources can produce architectural features that have great bioclimatic and even social value as a result of improved energy performance.


Children’s Education and Innovation Centre. Four Square Arquitectos. Ceramic facade by Natucer.

A prime example is the children’s Education Centre designed by architect Ana García Sala. The building seeks to create a relationship with the children, approaching the structure not just as a container but as an emotional component of their education. The rounded shapes covered with ceramic tiles and the variety of colours are the main features of the project, stimulating the users and inviting them to explore. The tiles that have been used are glazed porcelain made by extrusion in a process where the firing cycles were carefully calculated to produce the right degree of curvature for the project.

Tile of Spain is launching www.spaintiles.info/eco The site explains the features of ceramic tiles, includes examples of sustainable designs and details of R+D practices and presents the latest innovations in ceramic tiles

This design really does show the possibilities ceramic offers with all the various finishes, treatments, colours and thicknesses that are available and that make it the ideal material when it comes to turning an architectural design into a reality. It is for this reason that it is

becoming increasingly common for architects and designers to work side by side with manufacturers in order to bring the idea they wish to develop in a project to fruition. In both design and sustainability, art and craftsmanship are being linked together through ceramic.


Ceramic and sustainable architecture have set out on a journey together but there is still a long way to go. There is no doubt at all that, in the quote from the famous film by Michael Curtiz, “this could be the start of a great friendship”


PAMESA CERAMICA · AGATHA PUZLE SERIES export@pamesa.com · www.pamesa.com





CEMENTI SERIES-COLLECTION natucer@natucer.es · www.natucer.es

PULPIS R90 SERIES-COLLECTION comercial@azteca.es · www.azteca.es





BERLIN SERIES-COLLECTION azuliber@azuliber.com · www.azuliber.com

NIZA SERIES general@ceramicasmyr.com · www.ceramicasmyr.com




GAYAFORES TIGER SERIES info@gayafores.es www.gayafores.es





DUOMO - YUKON SERIES novogres@novogres.es · www.novogres.es


EL BARCO VALIRA SERIES · CeramINK COLLECTION elbarco@elbarco.com www.elbarco.com



ORION SERIES-COLLECTION global@navartigrupo.com · www.navartigrupo.com

ELEGANCE JET SERIES elmolino@elmolino.es · www.elmolino.es





PROJECT SERIES · PORCELÁNICOS COLLECTION info@laplatera.es · www.laplatera.es

MEGALITIC SERIES · PORCELANICO COLLECTION email@keros.com · www.keros.com

TECHLAM® HYDRA SERIES-COLLECTION techlam@levantina.es www.levantina.es


NEWS FROM TILE OF SPAIN NEW LOOK FOR TILE OF SPAIN In 2013 Tile of Spain, the umbrella brand used for promoting Spanish ceramic floor and wall tiles all over the world, is launching a new look. The shape of the new corporate identity is simpler and just one corporate colour is being used – red, which in so many instances is synonymous with Spain.

TILE OF SPAIN SETS SIGHTS ON INDIAN MARKET: ACETECH BOMBAY Interest in the Indian market is based on its high growth potential and on the substantial degree to which ceramic tiles are a part of Indian culture. For the fourth year running Tile of Spain took a group stand at ACE TECH, the specialist construction materials and interior fair, which this year ran from 18th to 21st November. The group comprised five Spanish manufacturers: Cerámicas Aparici, Hijos de F. Gaya Forés, Pamesa, Realonda and Gres de Aragón. Close to 35,000 professionals visited ACETECH 2012.

UPCOMING EVENTS ASCER and Tile of Spain have a very busy international promotion schedule over the next few months, with activities and events taking place all over the world. The Russian and North American markets will be holding their tile trade fairs and a number of Spanish companies have already confirmed that they will be exhibiting. INTERNATIONAL TRADE FAIRS MOSBUILD (Moscow, 16 - 19 April) is one of the most important fairs on Tile of Spain’s schedule. The Russian Federation is today one of the world’s leading importers of ceramic tiles and lies in third place in the ranking of export destinations for Spanish Ceramic Tiles, having grown by almost 30% in 2012 (figures for January-September). The Official Spanish Stand, organised by ICEX, will feature 57 companies. Spain’s participation in COVERINGS, which is taking place in Atlanta for the first time, from 29th April to 2nd May, will comprise 34 companies. Sales of ceramic tiles in the North American market have edged up slightly following a process of stabilization that lasted for several years. The U.S. is currently the seventh largest market for our industry’s exports and bought Spanish tiles to a value of almost 60 million euros (+21%) in the nine months to September 2012.

Tile of Spain is planning to carry on with the seminar programme in its key markets in 2013.

SEMINARS As part of the Country Plans designed to promote Spanish ceramic tiles in the German, French, British, North American and Russian markets, ASCER is running a series of seminars in each of these countries to boost the image of Spain’s ceramic floor and wall tile industry. Targeted at specifiers, the initiative is being supported by ICEX and co-ordinated jointly with the Spanish Commercial Office in each country. Seminars have recently been held in Liverpool (United Kingdom), Chelyabinsk (Russian Federation), Dusseldorf and Frankfurt (Germany) and in Boston (USA)


TILE OF SPAIN introduces its new logo

C/ Ginjols, 3 · 12003 Castellón / Spain · Tel: +34 964 727 200 · Fax: +34 964 727 212 · e-mail: global@ascer.es


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Ceraspaña 30 | EN  

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