cevisama news nº13 ing

8/9/2019 cevisama news n13 ing

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CEVISAMANEWS n.

Latest trendconsolidatestatus ofCEVISAMA 2

CEVISAMA Indi

Professionals fromthe world ofarchitecture and

design analyse therelationship withceramic tiles

Innovation wins Ade Oro awards


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3/20

EditorialThis issue reviews the 24th CEVISAMA.

The photographs and text say it all:

this was the best exhibition yet on all

counts. The targets we reached, both

quantitatively and qualitatively, were

very high but we aim high.

In 2007 we will be celebrating the

25th anniversary of CEVISAMA. We

will celebrate the past by laying firm

foundations for building and

preparing for the future. A future

that will be built from a basis of solid

experience, collaboration with the

industries involved and the inclusion

in recent years of important aspects

of the industry such as innovation and

the cutting edge.

We are building a path that we want

to lead to CEVISAMA becoming the

exhibition that is the global point of

reference for trends in ceramic tiles

and bathroom furnishings. We want

to establish and strengthen links with

the world of architecture and interior

design. We want the whole world to

look to us as one of the international

design forums.

This year a number of big names

linked themselves, one way or

another, to CEVISAMA, from members

of the jury judging the competition to

the winners themselves, from the

speakers at the D. Design Workshops

to the EXCO lecturers, one major

name followed another over the five

days of the event. This is the best way

to begin a promising future.

SUMMARY

TRANS/HITOSpromotes the versatility of ceramic tiles

H2SHOWshowcases kitchen and bathroomdesign

ARCHITECTURE AND

INTERIOR DESIGNengage in a dialogue with ceramic tiles

D. DISEO WORKSHOPSAn analysis of design in the future

THE ALFA DE OROAWARDS

CEVISAMARewards Europes best tile fixer

RECORD NUMBER OF

VISITORSto CEVISAMA 2006

THE LATEST TRENDSand the most innovative tiles came

together at CEVISAMA 2006

ASCER AND ASEBANtook an optimistic view of the

industrys performance in 2005

Published by: Feria ValenciaApartado de Correos 476

46080 Valencia

Tfno.: +34 963 861 100

Fax: +34 963 861 155

www.cevisama.feriavalencia.com

[email protected]

Designer: Juan Martnez Estudio

Technical Direction: (Grupo ECO3)

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Trans/Hitos occupied a space in the

Central Mall of CEVISAMA 06, showingvisitors the great but still little-knownpotential that Spains ceramic tileproducts offer. This years displays werenew and had been conceived by theteam of designers and architects at Aliceritself and also by the ITCs (Institute forCeramic Tile Technology) design andarchitecture department, well-knownarchitects such as the Miralles/Tagliabueteam EMBT Arquitectes Associats andinterior designer Francesc Rif.Scheduled to be staged from 2005 to2007, Trans/Hitos has been developed by

Alicer (the Centre for Innovation and

Technology in Industrial Design), whichundertook to conceive, design andexecute the exhibit, which is sponsoredby the local Government.Trans/Hitos is aimed primarily at tileproduct specifiers such as architects,decorators, interior designers and even

journalists and students working inassociated disciplines and the generalpublic. Its objective is to raise awarenessof the new propositions that derivefrom the various symbioses betweenceramic tiles and architecture, ceramictiles and technological innovation andthe relationships between ceramic tilesand other materials, with a view to

bringing about practical and conceptualimprovements to both tiles and theother areas involved.The 2006 Trans/Hitos brought togetherthe potentialities of ceramic tiles andtheir creative capacity with a focus onnew applications. Thus, under its

subtitle Symbiosis Tdisplayed ceramic tile proitems of sanitary ware and furnishings in ways that sugguses or functionalities for thebeing to make visitors awanew products technical andpotential.The symbiosis between ceramarchitecture is today inmanifest. Ceramic tiles offer tarchitecture a range of solunumber of construction cwhilst architecture offers cenew areas of applicatfunctionality. One example otwo come together is in the buceramic tile faade symbiosis,ceramic provides protecventilation for a buildingstructure, which then becomwithout losing any of its aestheAs to the union between cand technological innovatiowll-establisehd relationshipexissts in that technologicahave made it possible to endotiles with excellent propertiesA last symbiosis reflected in t

is the relationship betwee

tiles and other materials. Th

that opens up many

experimentation. There a

relationships that are intrin

use of ceramic tiles in archite

as ceramic and glass and ce

metal, but it will be very inte

explore and incorporate new

in the future.

The Trans/Hitosdisplay revealed thepotential and creativecapacity of ceramictiles with a focus onnew applications

Trans/Hitos promotes the

versatility of ceramic tileSubtitled Symbiosis, the Trans/Hitos exhibitshowed architects, master builders, decoratorsand interior designers the multiplicity and rangeof uses and functionalities that Spanish ceramictiles offer today


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A new feature of the latest CEVISAMAwas the H2Show initiative that reviewedexhibitors propositions in terms oftrends in bathroom and kitchenfurnishings. The exhibit aimed topromote the image of quality attachedto the displays of kitchen and bathroomfurnishings and of the products on showat the exhibition, the ultimate objectivebeing to make the show a point of

reference for everything relating to thecutting edge, decoration and design.H2Show is part of the CEVISAMA Indiprogramme, which includes all theevents centred on innovation.

Consisting of 50 shop windows, theexhibit was set in the central area of theLevel 1 lobby at Feria Valencia, where thebathroom and kitchen furnishings sectionwas located. The companies in this sectionshowed the best of their products thatdeliver the criteria that inspire H2Show:design, innovation and the cutting edge.In order to produce a display that wouldbe elegant and have impact a team of

interior designers supervised the creationof the projects, highlighting the best ofeach and devising an exhibit that, forvisitors, did indeed deliver both eleganceand impact.

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CEVISAMAN

H2Show: a display obathroom andkitchen design


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Spanish architect Alejandro Zaera-Polo

and industrial and interior designer

Francesc Rif, who have both won Tile

of Spain prizes for Architecture and

Interior Design respectively, each gave

lectures at CEVISAMA Indi in which

they spoke about their relationship

with ceramic tiles as an aesthetic and

constructional device.

In his talk titled Tessellations,

eminent architect Alejandro Zaera

revealed the results of the research he

has carried out into covering facadesurfaces with tessellated patterns. The

outcome of his research led to his

design for the Spanish pavilion at the

Aichi Worlds Fair and, specifically, the

buildings multi-coloured facade made

of ceramic tile hexagons for which he

was rewarded with the IVth Tile of

Spain Prize for Architecture at

CEVISAMA.

The mathematical models applied to

the tessellations are a development of

a construction and decorative

technique that was known to the

ancients and is seen in classical times

when it was used for covering floors

and walls.

ConceivingarchitectureAlejandro Zaeras career came to the

attention of the media when, together

with Iranian architect Farshad

Moussavi, he set up the head office of

his architectural practice , Foreign

Office Architects Ltd. (FOA)

and won the tender to

international passenger te

the port of Yokohama. T

submitted by FOA ma

emergence of digitally

architecture, a process that

intellect and science.

FOA is currently working

home for the BBC orchestra

and along with other arch

planning offices on t

planning of the lower Lea site of the Olympic Village fo

London Olympics. Zaera is

first of a generation of profe

use technology in the conce

creative phases of arc

projects.

Alejandro Zaera gave alecture titledTessallations todelegates toCEVISAMA Indi inwhich he reviewed theapplications for theresults of a number ofresearch projects hehas carried out intocovering facades withtessellated patterns

Architecture and interior desigdesciplines engage in dialogue

with the ceramic tile industryOne of the best-known names in international architecture Alejandro Zeara-Polo, and industrial and interior designer Francesshared their thoughts at CEVISAMA Indi on the relationship betheir respective disciplines and ceramic tiles

The Spanish pavilion at the Aichi Worlds Fair, by Alejandro Zaera-Polo, won the IVth Tile of Spain Prize for itsfacade made of ceramic tile hexagons

Spanish architect Alejan


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Industrial and interiordesigner Francesc Rifis an example of howthese disciplines canwork in concert withSpains ceramic tileindustry

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CEVISAMAN

Above, the project that won Francesc Rif the IVth

Tile of Spain Prize in the Interior Design category

Francesc Rif defined

how his relationship

with the ceramic tile

industry, a high point

of which has been his

creation of the Efir

collection, works as

Communicating the

concept and

continuing to talk

while working.

The Spanish industrial

and interior designer,

who won the IVth Tile

of Spain Prize in the

Interior Design

category for the Stand

he designed for Saloni

in 2005, was one of

the speakers on the CEVISAMA Indi lecture programme.

Rifs design philosophy is based on spatial order, geometric balance and

simple shapes. He explained that the project on which he worked with the

ceramic tile industry attempted to make the ceramic itself the hero by creating

a blend of new textures superimposed upon one another.

The tiles were modelled in different formats so that they would integrate into

the space perfectly. The shape of one tile determined that of the rest, with

tiles fitting together. This collection is usful in both domestic and industrial

contexts and has also been conceived to be used for covering floors, exteriorfacades and ventilated walls.

The jury that awarded the Ivth Tile of Spain Prize for Interior Design to this

project felt that it offers a good combination and arrangement of different

ceramic materials and an end product that looks clean, simple and

sophisticatedly restrained.

Francesc Rif


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One of the new features of CEVISAMA

Indi was the D. Diseo Workshops.

These aimed to take a fresh look at the

phenomenon of innovation from a

design perspective in a specific

industrial context, that of ceramic tiles

and bathroom and kitchen furnishings.

Subtitled Prospects in emerging

markets, the workshops approached

the phenomenon of innovation from a

design perspective, to which end four

leading industrial and graphic

designers were invited to speak on the

subject. A sizeable audience flocked

to the competition area of CEVISAMA

Indi to hear Francesco Morace, Mart

Quix, Jaime Hayn and James

Woudhuysen each share their

thoughts on and experiences of design

as a competitive tool and as a strategy

for innovation.

The D. Diseo Workshops were being

held for the first time this year andCEVISAMA Indi was assisted in setting

them up by the DDI (the State Agency

for the Development of Design and

Innovation) and Impiva (the Institute

for Small and Medium Enterprise of

the Comunidad Valenciana). Quique

Corretjer, president of the Association

of Designers of the ComunidadValenciana, moderated the lectures

and urged companies to make design

a part of their innovation strategy.

The brand gives theproduct visibility. Theconsumer gains hisidentity through thebrand or feels veryclose to it. This is whyI use the culturalelement, because it

creates recognition atretail level

Design frontiers in

the futureThe subjects examined during the D. DiseoWorkshops held as part of CEVISAMA Indiincluded new propositions, product types, newideas in innovation and industry, and how all thisbecomes a reality in the marketplace

Well-known for his work on the Camper shops, Mart Quix is remarkable in

that he works in many disciplines, from graphics to interior and product

design. He currently runs his own design studio in Barcelona.

Quix titled his lecture Concepts and Ideas for Commercial Purposes and

focused on explaining the strategy that he considers most appropriate for a

brand that seeks to work globally, as a brand that sells products. His

philosophy rejects local markets in favour of taking a holistic vision of what

consumption is and attempting to understand everything globally so as to

then take specific action and be precise. For this professional, a brand needs an absolutely unique design thatbe a digest of things that have been done elsewhere. A brand is strong in the global market when culture a

begin to merge together.

Quix illustrated his lecture with a selection of the commercial work he has produced in the last few years. Of p

note are commissions from museums such as the MoMA in New York, the Pompidou Centre in Paris, the Design

in London and commissions from diamond merchants, restaurants and shops amongst others.

Mart Quix

WHOS WHO

Mart Quix. Describrevolutionary, Quix has chaface of design by working materials that can transformed and can decomworks with and in gastronomy, typography humanities. His backgroundany good designer today: hexcellent academic record worked for leading compan Francesco Morace. So

writer and journalist, MoraChairman of Future Concepresearch institute known for imarketing and in researching Jaime Hayn. As directoFabric Design Departmencreative ideas laboratorBenetton, his career spans tMulti-talented, he works in of design: interior, graphicetc. Despite his youthdeveloped a distinct persona James Woudhuysen.publications such as Designfounder of Blueprint, WouCV includes high-level man

positions at Phillips and Powell. He is currently a PrLeicester University.


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CEVISAMAN

Hayn is best known for his involvement with Fabrica, Benettons famous

communication research centre, where he was head of theDesign Department. Since

then he has pursued a career in design and as an artist. The story of his artistic

experiences and how they manifested themselves in the realisation of an industrial

project formed the core of his lecture, entitled: Communication, Fantasy, Reality and

Industry. He illustrated his talk with a series of images ranging from his early work

as a graphic designer to the installations and objects he creates today and that reflect

the philosophy behind his work: in his own words, to travel, have and chase

experiences and bring them back home. These experiences have informed Haynsstyle, which challenges everything from classical and baroque to organic shapes.

Hayns talk sought to inspire young people interested in the design profession but

also those already in the profession to delve more deeply into the concepts of objects

functionality and the usefulness of materials.

The British professor who specialises in innovation and forecasting at de

Montfort University gave a lecture entitled Homes in the EU in 2016 in

which he urged ceramic tile and bathroom and kitchen furnishings

manufacturers to think of home interiors in the context of industrialized

housing. The expert put forward several reasons that supported his opinion

that housing would most likely become industrialized over the next ten years.

One of his main premises was the demand for housing in China, where output

will be sufficient to amortize research and development costs in the short

term and those of exporting complete ready-to-build homes to Europe. He also put forward arguments against this new

production proposition such as the danger of stopping using indigenous materials and of architecture becoming

homogenised.

During his lecture Woudhuysen cited the Verbus system, which consists of steel modules that are combined together to

create buildings, and the prefabricated toilet room by Huf Haus as examples of where the trend is going.

This seasoned professional is the director of Future Concept Lab and he presented

the trends the company has identified following a an innovative research

methodology that approaches forecasting global market trends by constantly

monitoring signals that drive consumer behaviour. From this perspective the

lifestyle market appears as a creative, energetic laboratory for experimenting with

new behaviours and where rapid changes become points of reference for other

segments of the overall market. The five Lifestyle trends that Morace describedaspire to enabling those operating in the marketplace to better understand the

potential and the new opportunities that the home enhancement market offers.

Morace identified the following conceptual trends: the hyperceptive, tales and

experiences, the transaffective, the hyper-relational and what happens outside the

home.

Domestic space haschanged in recentyears and its status asa productive andreproductive space hasgiven way to that ofcreative spacededicated to humanrelationships andconsumption

Too many blueprintsfor the house of thefuture take interiorsas their starting point.Ceramic tile andbathroom and kitchenfurnishingsmanufacturers shouldstart to take accountof industriallymanufactured homes

Accidents in industryalso lead toinnovations and,possibly, to ways ofviewing the market

Jaime Hayn

James Woudhuysen

Francesco Morace


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Innovation wins

Alfa de Oro awards

The Alfa de Oro Awards are granted bythe Spanish Ceramic Tile and GlassSociety (SECV) and the winners, alongwith the winners of the Indistile andBaeo industrial design awards,received their prizes during theCEVISAM A closing ceremony. More

than 500 people gathered at what wasone of the most hotly attended awardceremonies of recent years.CEVISAMAs president, ArmandoIbez, emphasised that our industryresponds to market demands but is also

one step ahead of its needs. He also

stressed that design is innovation too,especially when it focuses on the useto which the product will be put and

today, here, we have seen ideas for

using both ceramic tiles and bathroom

furnishings that are imaginative and

truly practicable.

During his speech Ibez expressed hisappreciation of the honorary awardgiven to CEVISAMA in recognition of thelong-standing collaboration betweenthe two organisations. He also voicedhis trust that they will continue to worktogether. The SECV also gave an

honorary award to the CeMuseum in Onda, where all ththat have won Alfa de Oro athe years are on permanent dThe Alfa de Oro awards recognised the considerabl

work the industry has undorder to develop products added value. The winning Vidres, titled Bronce, is ththe development of a speciallooks like bronze and braobtained through a polishinThis kind of glaze repsignificant advance in the umaterials that had not bbefore for glazing ceramic tiVerns won an award for its tanti-slip Grip-System, which alter the surface finish of anwhilst retaining a balanceaesthetics and friction and

greater resistance and hygiproduct can be adapted tocustomers needs in terms of tfriction required and alspeoples risk of falling.With Macers Molcontrol called tile seconds are a thpast: as the system detecanomalies during the pressiand corrects them automameans of an intelligenproduction becomes homThe system has benefitsenvironment because less mwasted and for output becauinterruptions to the producti

Stone Decor won an awarwashbasin it has developed thof three layers: two of sheet middle sheet of resin. This mholds the glass in place bmakes it more resistant to bscratches.

Vernis, Vidres, Macer and Stone Decor win this years awards. For th29 years the Alfa de Oro Awards have been recognising the induachievements in technological innovation and functionality. Thisalong with the award winners, CEVISAMA and the Ceramic Tile Muin Onda each received an honorary Alfa de Oro


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Industrial designawards

The winners of the Indistile awards

for industrial design in ceramic tiles

also received their prizes during this

ceremony. One of the winners was

Salvador Malln Civit of the San

Carlos Fine Arts Faculty in Valencia,

whose Vida (Life) project earned

him an award. The jury highlighted

the projects contribution to tiles as it

breaks with classic two-dimensionality and replaces rigidity

with sinuous curves that bring the tile

to life, giving the impression that

they flow off the wall. The jury also

appreciated the elegant shape of the

tiles and the process involved in their

conception.

These tiles can be used in infinite

variations: two of the modules can

easily be split into four and the tiles

can be combined freely with any

commercially available 20x20cm tile.

They can then be used, as their

designer has explained, to create

borders or coverings for exterior walls

or roofs. The tiles can also improveliving conditions: changing the filling

in the relief will afford heat and

sound insulation, whilst the shape of

the tiles means that they dampen

sound indoors.

The tiles are easy to install and can be

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CEVISAMAN

Vida by SalvadorMalln, won theIndistile prize for itscontribution to ceramictile design, its elegantshape and the processby which it wasconceived.The project breaks withclassical two-dimensionality andreplaces rigidity withsinuous curves thatbring the tiles to life,giving the impressionthat they flow off thewall. Aside from theinfinite variations thatcan be created withthis design, the tilesalso afford heat andsound insulation

Salvador Mallns Vidaproject


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used to house water pipes and high-

tech cabling, which, looking ahead to

the future, gives them added

versatility.

Salvador Malln won 2nd prize in the

International Industrial Design and

Technological Innovation competition

at CEVISAMA 2003 for his Imagina

(Imagine) project. He has designed

jewellery in Germany, worked with

architects in Tarragona and, amongst

other things has undertaken

photography, decorating, graphic

design, industrial design and ceramic

tile design projects. This latest prize

was 3600 euros cash.

The jury also gave an award to Raquel

Rovira Safont of the Escola dArt i

Disseny de Castelln (the Castelln

School of Art and Design) for her

project titled Gua, having highly

valued her creation of a new

functionality for ceramic floor tiles.

Rovira won 2400 euros.

Prizes for bathroomfurnishings designThis year the Student category prize inthe bathroom furnishings section of theBathroom Furnishings awards, Bneo,was won by Paco Caballer of CardenalHerrera Oria University for an item titledOdoro that displayed outstandingintuitive and poetic understanding. Inthe Fittings section the prize went to

Sulis by Vctor Viamata of the ElisavaAdvanced School of Design, for itselegant shape and technical viability. TheBathroom Accessories prize was won byDon Quijote de la by Irene Ortega,Carlos Gaggero and Herminia Mira, ofCardenal Herrera Oria University. The juryfelt that this item expresses a dailygesture in an elegant way.In the Professional category CarlosBrunos and Xavier Alexiandre (Portugal)won the Bathroom Furnishings sectionof the Bneo awards for Water Fall, acreation based on the fluidity of water,the shape of a raindrop and contact withnature. The design integrates washbasin

and taps together and, to retain itselegance, all the places where the waterflows away are inside the washbasin,which is set into the floor to avoid any

pipes being seen.The Fittings prize was Experiencia en el agua d(Experience in water by HBruno Sacco, with the Jury sithe simple dynamics of how it a single movement of the hBathroom Furniture prize was Growing, by Luca Chover Santiago Martn Martn, an itecommitment to innovation away with barriers. Pictos

device by Lavernia/Cienfuegoswon the Accessories prize, wiplacing special value on its concharacter.

CREATIVE STIMULATION

The awards aim to encouragescientific, technological and artistic

creativity as applied to productsmade of ceramic and glassdisplayed at CEVISAMA. Also, thefollowing companies won Alfa dePlata (Silver Alfa) awards:- FRITTA, S.L., for developingceramic solar energy heat storagepanels that integrate aestheticallyand architecturally into ventilatedroofs.- CERMICA MAYOR, S.A., fordeveloping tongue and groovedceramic tiles, shaped by extrusion,that are especially suitable forventilated facades, with no needfor mechanical installation

devices.- TECNIREFLEJOS, S.L., fordeveloping washbasins made fromflat porcelain stoneware tilesmoulded into shape by thermaldeformation.

Manufacturer Vidres won an A

Left: laminated glass washbasin by Stone Decor.Centre: virtual image of the Bneo prize-winning

project by Carlos Brunos and, above, Macers intelligentmould

The two lower images are of the award-winning Grip-system by Verns, that can be used to alter the finish on

any ceramic floor tile

Honorary Alfa de Oros. CEVISAMA president Armando Ibez collects the award won by which is held at

Enrique Navarro, mayor of Onda, receives the honoraryaward given to the Tile Museum


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13

Since its inception eight years ago oneof Proalsos (the National Tile InstallersAssociation) objectives has been toinvolve the Spanish tile manufacturingindustry in the work of the installer.This is an objective that in the opinionof Association President Juan Apariciois being met as became clear at thelatest CEVISAMA. Aparicio stated that

We are working more closely with theceramic tile industry so that it will back

Proalso and the professional tile

installer, so that the professional

nature of our trade is recognised.Proalsos endorsement of a

professional trade card would,

according to the associations

president, constitute the ultimate

recognition and would benefit not just

installers but manufacturers and

retailers too. Because a well-installed

tile is its own best promotion

mechanic.

The tile industry is in fact becoming

increasingly involved in this issue as

the current negotiations betweenProalso and Ascer demonstrate. The

ceramic tile industrys national trade

association, which has 250 members,

has in fact committed to promote the

professional nature of the installers

trade.

CEVISAMA acknowledgesEuropes best tile installerWith Proalso taking a stand at the latestCEVISAMA and the event hosting the first

European Tile Installers Championship, thecollaborration between professional tile fixers, thetile industry and retailers of Spanish ceramic tiles isnow stronger than ever

CEVISAMAN

Above, the professional tilers who took part in thefirst European Ceramic Tile Installation

Championships. Below, champion Frdric Biaunierof France with his winning work

The ceramic tileindustrys and tileretailers recognition ofthe professional natureof the installers workis the best tool forpromoting the product


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2006 was the best year ever for

CEVISAMA in terms of visitor

numbers. The final count of buyers

attending this latest event, whichtook place from 7th to 11th February

revealed figures that beat previous

historical records: 11,920 foreign

buyers out of a total of 96,349 visitors.

The number of people attending was

7% up on the figure for the previous

year and reaffirms the international

status of the International Ceramic

Tile and Bathroom Furnishings Show.

CEVISAMA draws more foreign

visitors than any other of Spains

specialist trade exhibitions. A total of

146 countries spread across the five

continents fielded buyers to the

event.

The increase in the number of foreignvisitors was attributable to all

geographical areas but the greatest

rise was in visitors from Europe, which

accounts for 73% of all foreign

visitors registered. At +33.7%

Germany accounted for the sharpest

rise compared with 2005, whilst the

highest number of foreign visitors to

CEVISAMA came from Italy.

The Middle East market is picking uptoo and this year accounted for 8% of

visitors from abroad, with significant

increases from Saudi Arabia and

Kuwait, whilst the number of visitors

from the United States swelled by a

substantial and remarkable 26%.

The CevisamaBusiness ClubProgrammeThe exhibition this year devised the

Cevisama Business Club (CBC)

programme specially for its prime

target audience. The programme is

run in collaboration with ICEX andIVEX offices and identifies and invites

the leading buyers of ceramic tiles

and bathroom and kitchen

furnishings to attend. Ascer and

Aseban are also involved in the

progrmame, whose objective is to

attract the leading importe

countries that are the mai

the ceramic tile and bath

kitchen furnishings

promotional activity.

Around a thousand leadi

benefitted from the CBC pr

These buyers came from

Italy, Saudi Arabia,

Bangladesh, Belgium,

Canada, Denmark, Egypt, t

Arab Emirates, Slovenia,

France, Georgia, Greece,

India, Ireland, Jordan,

Pakistan, Poland, Portugal,

Republic, Romania, Russ

South Africa, Switzerland, T

United Kingdom, the Ukrain

United States.

Quantity and qu

Quality is as important a

where visitors are concerne

those registered were

structural engineers and dwith 85% registering as

importers and builders. Lo

constant feature, with m

77% being regular visitor

cite ceramic tiles and bath

The Middle Eastmarket is picking upand now accounts for8% of visitors fromabroad, withsignificant increasesfrom Saudi Arabia andKuwait. As regardsvisitors from theUnited States, theirnumber swelled by asubstantial andremarkable 26%

CEVISAMA 06 beats

own record for numbeof foreign visitors

ItalyPortugalFranceGermanyUnited Kingdom

RussiaGreeceBelgiumHollandPolandUnited States

Distribution of forvisitors by coun


15/20

kitchen furnishings as the major areas

of interest, with roof tiles, bricks and

glass blocks being of significant

interest too.

CEVISAMA will be boosting its

promotional efforts in international

markets as well as the activity it

directs at specifiers, through a

number of initiatives such as the D.

Diseo Workshops, the Exco lecture

series and the competition for the

Indistile and Bneo awards.

International vocation

The event has consolidated its

international vocation not just

through the rise in visitor numbers

but also through the significant

presence of exhibitors from other

countries. Over a thousand companies

exhibited in the 93,000 square metres

that CEVISAMA covered. 30% were

foreign, from counrties across the five

continents. Italy acounted for almost

50% of the foreign presence at the

exhibition.

15

CEVISAMAN

The increase in thenumber of foreignvisitors wasattributable to allgeographical areas butthe greatest rise wasin visitors fromEurope, whichaccounts for 73% of allforeign visitorsregistered. At +33.7%Germany accountedfor the sharpest rise

compared with 2005,whilst the highestnumber of foreignvisitors to CEVISAMAcame from Italy

Provenance of visitors to CEVISAMA 06

Spain

Abroad

12,37%

87,63%

Provenance of foreign visitors toCEVISAMA 06

Europe

Middle East

Asia-Oceania

America

Africa

73%

8%

7%

7%5%

Distribution of Spanishand foreign exhibitors

Spanish exhibitors

Foreign exhibitors65%

35%

Provenance of foreign exhibitors

ItalyPortugal

Turkey

Germany

Francia

United States

United Kingdom

Other

5%5%

38%

8%5%4%

2%

33%

CEVISAMA exhibitors by sector

8%

Ceramic tiles

Bathroom and kitchen

furnishings

Machinery for the ceramic

tile industry

Frits, glazes, colours

and raw materials

Roof tiles and bricks

Other products

49%

17%

8%

3%

15%

Provenance of exhibitors

Spain

Italy

Portugal

Turkey

Germany

France

United States

United Kingdom

Other64%

13%

3%

2%2%2%1%

1%12%


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The event focusedmore closely on thearchitectural side ofthe business this year,the objective being toadapt the showsmission statement toreflect the newinternational trends

The latest trends confirmCEVISAMAs standing

CEVISAMA has grown to become thebest showcase for the tile markets mostinnovative product offer. What is more,the 2006 event focused more closely onthe architectural side of the business,the objective being to adapt the showsmission statement to relfect the new

international trends.The official opening of the 2006exhibition was attended by the Princeand Princess of Asturias. Their visit tothe 24th International Ceramic Tile,Bathroom Furnishings, Raw Materials,Frits and Machinery Exhibition

(CEVISAMA) and to the InternationalNatural Stone Show (Mrmol) lasted formore than two hours. Accompanied byrepresentatives of the local authoritiesthey walked around the area dedicatedto the tile industry, visiting certainValencian manufacturers exhibits such

as those of Inalco, S.A.; CermicasAparici, S.A.; Cermicas Diago, S.A. andRocersa. They also looked around theTrans/Hitos display, which was beingstaged for the second time and includeda number of works such as the winnersof the IVth Tile of Spain Prizes for

Architecture and Interiodisplays of porcelain stonewaceramic, terracotta, artisanglazed stoneware as well atrends identified by the Assothe Promotion of Industrial Ceramic Tiles (Alicer). Duringto the Feria Valencia compCEVISAMA was held, the PPrincess also showed an intenew products that the furnishings manufactureshowing this year such asSonia, S.A.; Royo Group; Ba

and Profiltek Spain, S.A., andShow exhibition.

An interest in theindustryAccording to representativcompanies that caught the Prince and Princess, the hethrone showed an interest dvisit in large format porcelaithe combination of differensuch as stone and wood insetting and the mixing of m

CEVISAMA is already a point of reference for theworlds ceramic tile industry, for both the newand the traditional producer countries whocome to the event in search of the latest trendsand the most innovative tiles


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baroque decoration. They were alsointerested in the new product lines andthe technology used to create them, aswell as in the techniques employed toreproduce other materials in ceramicsuch as natural stone, marble and wood.Conversations the Prince and Princesshad with several businessmen focused toa large extent on internationalcompetition and the presence of

Spanish manufacturers in foreignmarkets.

CEVISAMAN

These images show various moments of CEVISAMAs

opening ceremony. Below, a group of

photojournalists reflects the media coverage the

exhibition enjoyed

New product lines, thetechnology used tocreate them and thetechniques employedto reproduce othermaterials in ceramic all

captured the interestof visitors toCEVISAMA


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In spite of the difficulties the ceramic

tile industry has faced, Ascer President

Fernando Diago rated the 2005

exercise moderately positive. The

estimates that Ascer gave at

CEVISAMA indicate that the industry

may have turned over 3,815 million

euros in sales in 2005, an increase of

3.9% on the 2004 exercise. The

industrys estimated output, subject to

confirmation when definitive year-end

figures are published, was 655 million

square metres, 2.3% more than in

2004.

According to Diago, the main

challenge has been the extraordinaryincrease in energy costs, which rose in

a way nobody could have foreseen and

that, as well as affecting our direct

costs, also translated into significant

increases in indirect costs.

Even in this unfavourable situation all

The industry drivessales abroad

the economic indicato

improved. The president

industrys trade associatio

out that this growth is the f

members intense commerc

and painstaking work

determination to work for future and of the fact th

starting from a solid basis of

done.

Diago pointed out that as

the industrys strength, wh

balance of trade deficit ha

this year, the Spanish ce

industry is one of Spains fe

sectors to have returned

balance sheet.

The industrys exports have

around 3% to an approxima

2,037 million euros. The

Union has retained its stat

leading destination for S

exports, absorbing 60% of sales. The French, Italian, G

Irish markets have grown si

Exports to eastern Euro

followed a positive trend w

Russia up 20% and exports t

up 27%, placing these two c

The extraordinary increase in energy costs,which during 2005 rose in a way nobody couldhave foreseen, did not prevent the industryfrom turning in good results

Ascer estimates thatthe industrys totalsales for 2005 couldamount to 3,815million euros, whichwould be a 3.9%increase on 2004s

turnover


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8th and 9th position respectively in the

ranking of top marketplaces (January-

November 2005 figures).

As regards the domestic market,

overall sales within Spain are

estimated to have grown 5% in 2005

to approximately 1,778 million euros.

Diago pointed out that thanks to the

effort, flexibility and speed of

response to change that characterise

our businesses, our industry has been

able to retain its position in the world

and in Europe. Spain is Europes

leading producer with a 40.0% share

of total European output and also

accounts for 10.1% of global output.

Equally, 1 out of every 5 tiles

consumed around the world is

Spanish.Regarding the outlook for 2006,

Ascers president announced that

current activity is tending towards

consolidation and we trust that 2006

will be an even stronger, more

confident year, although we will have

to continue to address the issue of

rising direct and indirect costs

sustained because of the global energy

crisis.

Aseban is confident

The business expectations of Spains

bathroom furnishings industry are

growing. Despite the stiff competitionthe industry is up against from Italy,

Spanish manufacturers managed to

slow the decline in exports last year: in

2005 they slid just 0.5%, whilst imports

rose 17.7%. In view of the industrys

current situation as regards foreign

trade, Aseban has launched a strategic

plan to boost activity in foreign

markets.

The associations president, Vctor

Argello, indicated during CEVISAMA

that the bathroom industrys business

results for 2005 had increased

confidence in the industrys recovery.

Asebans director, Manuel Herrero,

confirmed that trade delegations will

soon be opening in Russia and Poland

as will a logistics centre in Mexico.

Aseban expanded its commercial

strategy during 2005 by organising

trade missions and meetings with

delegates as a way of relaunching sales

abroad.

Asebans vice-president Ral Royo, for

his part, pointed out the slide inexports to the Arab countries, which

have fallen 12.7%. Royo gave factors

such as politics, the war and the

confrontation between East and

West as reasons for these declines

along with the euro-dollar parity, the

decline in consumption in the euro

zone mostly in Germany and France

and the invasion of low-cost products

from, primarily, South East Asia.

During CEVISAMA, press and visitors to

CEVISAMA were able to see the

innovations in bathroom furnishings

by following a special circuit devised

by Aseban. Manufacturers from all

over the world showed the fruits oftheir investment in research and

development (R&D) in the form of

cutting edge items such as hand dryers

as a medium for electronic advertising,

wooden washbasins, glass fittings and

baths that sparkle.

CEVISAMAN

The bathroomindustrys 2005performance hasboosted confidence inthe industrys recovery.Asebans director,Manuel Herrero,confirmed during hispresentation of theresults that trade

delegations would beopening soon in Russiaand Poland, as will alogistics centre inMexico


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Documents

cevisama news nº13 ing