Cer Magazine International 19 - assopiastrelle.it · Valentina Candini...

MAGAZ INEI N T E R N A T I O N A L

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CITY CENTER SOFIA

A VILLA IN BRUNELLOSHIRE

A UNIVERSE OF CERAMIC TILES

A SCHOOL OF ARCHITECTURE IN MIAMI

THE MACAO OLYMPIC AQUATIC CENTRE

WASHBASINS AS A NEW INTERIOR DESIGN ICON

MERCEDES-BENZ WORLD IN SURREY

IN PRAISE OF LIBERTY

CERSAIE PREPARES THE 25TH EDITION

Made with

THE MAGIC OF LUXURY TURNS INTO A SURFACE

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Wall tile discovers the gleam of crystal.The Star System collection comes from the collaboration between ALFA CERAMICHE and STRASS®Swarovski®Crystal. The new project creates a new spatial harmony between light and material, shadow and colour and expresses a lifestyle inspired by the value of detail, uniqueness, elegance and style. Light fragments and reflects on the STRASS®Swarovski®Crystal set into the tile, for a luminosity beyond compare.The Star System collection is formed by three lines for wall, floor and contract: Glitter, Karat and Planet.

www.keope.comCeramiche Keope s.s. 467, n° 21 - 42013 Casalgrande, Reggio Emilia - Italy

WISH, THE NEW COLLECTION FROM CERAMICHE KEOPE.HIGHLIGHTS THE UNIQUENESS OF STONEWARE THANKS TO ITS PRECIOUS IRIDESCENT TEXTURE.

3Cer Magazineeditorial 3

THE RENAISSANCEOF CERAMIC ARCHITECTURE

As world architecture experiences a new Renaissance, the

various materials that it uses are likewise receiving fresh

impetus. At the same time, spaces in existing building are

acquiring new functions, innovative structural solutions and original

aesthetic qualities. This is an analogous process to the path pursued

by Italian ceramic, the material of choice in architecture and interior

design in the form of tiles, sanitaryware and ornamental porcelain.

Technology and culture, design and manufacturing, innovation and

tradition are just a few of the key characteristics of these products,

which introduce the distinctive qualities of Italian interior design

wherever they are used. The Italian ceramic sector is a world-

renowned industry in which just over 300 companies generate a total

turnover in excess of 7.5 billion euro, more than half of which is

achieved in international markets, and offer products that stand out for

their beauty and harmony.

Alfonso PanzaniAlfonso Panzani,Chairman ofConfindustriaCeramica

5Cer Magazineeditorial

ITALIAN DESIGNWORLDWIDE

From tiles used in domestic applications to prestigious

residential and commercial projects where ceramic plays a key

role, both in Italy and abroad: this is the new editorial scope

of Cer Magazine, the magazine aimed at the 120,000 Italian and

international architecture, distribution, interior design and real estate

professionals. The purpose of the magazine is to showcase the most

important projects, to promote an awareness of the latest aesthetic

trends followed by Italian tile, sanitaryware and adhesives

manufacturers and to improve technical knowledge of materials as an

essential factor for effective and durable use. The magazine also

discusses Cersaie, the international exhibition of ceramic tiles and

bathroom furnishings that celebrates its 25th anniversary this year and

plays a crucial role in product and aesthetic innovation.

For this purpose we have adopted a larger format and have

commissioned articles from some of the finest Italian journalists in the

fields of architecture, interior design and fashion.

Andrea Serri

Andrea Serri,Editorial director ofCer Magazine Italiaand International

WHERE MATERIALBECOMES CULTUREwww.caesar.it/arreda

Arreda technology is the protagonist for state-of-the-art architectural projects, enhancing those spaces and projects requiring a

global vision.

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issue 19 - spring/summer 2007

Promoted by

Edited byEdi.Cer. SpA

Publication registered at Modena Court of Law, no. 1784 on 18/01/2006 - ISSN 1828-1109

Publishing directorAlfonso Panzani

Editorial directorAndrea Serri ([email protected])

Editorial staffValentina Candini ([email protected])

Valentina Pellati ([email protected])Simone Ricci ([email protected])

[email protected]

Editorial secretariatSara Seghedoni ([email protected])

Graziella Tosi ([email protected])

ContributorsRiccardo Bianchi (AD)

Donatella Bollani (Il Sole 24 ORE Arketipo)Virginio Briatore

Katrin Cosseta (Interni)Barbara Gerosa (Brava Casa)

Silva GianiAntonio Liguori

Santino Limonta (Ottagono)Rachele Michinelli (Il Giornale dell’Architettura)

Alessandra Orlandoni (The Plan)Carlo Paganelli (l’ARCA)

Laura Ragazzola (Casaviva)Livio Salvadori (Casabella)

Giorgio Tartaro (Casa & Stili - Alice Tv, Sky)Tiziano Tiziani

Alfredo Zappa (Costruire)Maria Giulia Zunino (Abitare)

Editorial officesEdi.Cer. SpA Società Unipersonale

Viale Monte Santo, 40 - 41049 Sassuolo (Mo) - Italytel. +39 0536 804 585 - fax +39 0536 806 510

e-mail: [email protected] cod.fisc. 00853700367

AdvertisingPool Magazine di Mariarosa Morselli

Via Giardini 466 - 41100 Modena - ItalyTel. +39 059 344 455 - Fax +39 059 344 544

e-mail: [email protected]

Graphic designMagazine - Milano ([email protected])

PrintingArbe Industrie Grafiche - Modena

Printed: 14/03/2007

Italian ceramic tiles are on display at Cersaie -International exhibition of ceramic tile and bathroom

furnishings. Bologna, Italy. 2-6 October 2007www.cersaie.it

This magazine has been sent to you as part of a subscription.We may additionally use your address to send you other

magazines and/or proposals for subscriptions. In accordancewith art. 7 of Italian law 196/2003, you are entitled to requestthat we no longer send you material and/or that we updateor delete the data in our possession, which are in any case

treated in accordance with privacy laws.

© Texts and photographs may not be reproduced withoutthe explicit authorisation of the publisher

MAGAZ INEI N T E R N A T I O N A L summary

EditorialThe Renaissance of ceramic architecture 3by Alfonso PanzaniItalian design worldwide 5by Andrea Serri

News 10by Valentina Pellati

EventsCersaie. Exploring the future by Silva Giani 24

Interior DesignA villa in Brunelloshire by Laura Ragazzola 26Italian style at home in Sydney 30by Giorgio TartaroIn praise of Liberty by Riccardo Bianchi 38A terracotta ventilated façade 42by Donatella Bollani

Trends & Technical InfoThe washbasin: the new interior 34design icon by Katrin CossetaA universe of ceramic tiles 62by Barbara GerosaQuality, Italian tiles measure up to 75standards by Alfredo Zappa

MarketThe US approaches touchdown. But will 46the landing be hard or soft? by Antonio LiguoriItalian tiles, leaders in international trade 48by Simone Ricci

ArchitectureMinimal Shopping by Livio Salvadori 50City Center Sofia by Maria Giulia Zunino 54Chez La Grammoire by Santino Limonta 58The School of Architecture in Miami 66by Alessandra OrlandoniMercedes-Benz World in Surrey 70by Virginio BriatoreThe Macao Olympic Aquatic Centre 78by Carlo Paganelli

The Magdeburg town hall 82by Rachele Michinelli

The historic centre of Montelupo 86by Tiziano Tiziani

Useful InfoCompany catalogues 90Library 91The Italian ceramic manufacturers 98

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ON THE COVER: Paul L.Cejas School ofArchitecture Building, Miami (USA). Italian ceramictiles by Marazzi Group and Ceramica Vogue

10 Cer Magazine news

INVESTMENT FUNDS LEAVE MARAZZI GROUP

Riaz, the Luxemburg-basedcompany in which

Permira funds have thecontrolling interest andPrivate Equity Partners S.p.A.a minority stake, has left thegroup of shareholders ofMarazzi Group S.p.A. Theinflux of capital proved crucialfor Marazzi in recent years,allowing it to expandinternationally through theacquisition of the leadingRussian tile manufacturer anddistributor Welor Kerama andat the same time to establisha highly qualified managerialorganisation to support theownership. In the two-yearperiod 2004-2005, sales rosefrom 754 to 903 million euro,gross operating margin as apercentage of sales increasedfrom 14% to 17.7%, netprofits rose from 15.4 to 53million euro and the ratiobetween net indebtednessand EBITDA fell from 2.5 to1.4.

The management of theFincibec S.p.A group has

decided to conduct anadvertising campaign promo-ting the Monocibec brandname for the whole of 2007.Besides reinforcing theceramic group’s institutionalimage, this initiative aims tostrengthen links between thecompany, distributors andend consumers. For thispurpose it will also set up afreephone number for theItalian market.

DEL CONCA GROUP increases its turnover

MONOCIBECADVERTISING CAMPAIGN

The del Conca Groupreported a 2006

turnover of 155 million euro,20% up on the previousyear’s figure. This was due tomajor growth in the UnitedStates, where sales topped55 million euro (+30%), andstrong domestic sales ofmore than 50 million euro. The del Conca Group con-sists of three manufacturingcompanies with a total of550 employees: CeramicaFaetano, Ceramica delConca and Pastorelli. TheSan Marino-based groupperformed strongly inEastern Europe and the

Balkan states, marketswhere it is well establishedand commands substantialmarket shares. It has alsoshown an encouraging per-formance in the Far East andOceania.Sole administrator EnzoMularoni commented,“Investments in innovation,quality and developmentare set to exceed 10 millioneuro over the next threeyears. The objective of thecurrent year’s growth plan isa turnover of 163 millioneuro, a further 5% up on lastyear.”

ENZO D. MULARONISOLE ADMINISTRATOR OF DEL CONCA GROUP

FILIPPO MARAZZICHAIRMAN OF MARAZZI GROUP

THE IMAGE OF THE NEW MONOCIBEC ADVERTISING CAMPAIGN

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Available in 6 colours and different sizes rangingfrom the 119 x 59.4 cm to the exclusive “staves”size 119 x 14.7 / 11.7 / 9.7 cm. To receive thecatalogue free of charge: www.cottodeste.it

COLORLIFE is the new porcelain stoneware manufacturedby means of double pressing with the application ofmicronised coloured minerals.A glossier surface and even brighter colours.

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THE BEST CHOICECotto D’Este Via Emilia Romagna, 31 - 41049 Sassuolo (MO) Italy


MOSBUILD 2007:Impronta Italgranitiin Russia

PIEMME REPORTS GROWTH IN 2006

FLORIM at Cevisama

The Italian ceramic tilemanufacturer Piemme

(Fiorano) has continued itsrecent growth trend with astrong performance in 2006compared to the previousyear. Sales volumes were upby 3.25% and turnover by12%, demonstrating thegrowing internationalinterest in the exclusiveValentino® and PiemmegresGranito Porcellanato® tilecollections.

Florim, a leading Italian porcelain tile manufacturer with anannual production capacity of 27 million sq.m, took part in

the 25th Cevisama held from 6 to 10 February 2007 inValencia, Spain with an innovative exhibit protected byintellectual property rights. The exhibit allowed visitors tofreely explore the world of Rex, Cerim, Floor Gres and, for thefirst time, Casamood in a play of volumes and spaces thatrecreate the atmosphere and sensations associated with thevarious brands.

NEW TOP MANAGEMENT AT FLORIDA TILE

Panariagroup IndustrieCeramiche SpA has

reorganised the topmanagement of Florida Tile,the American companyacquired in February 2006.Luca Setti will be responsiblefor financial and managementauditing, Massimo Barbariwill be head of sales,marketing and distribution,while Bernie Schwartz willstay on as production

As it has done since 2001,Impronta Italgraniti will

be taking part in this year’sMosbuild, the leadingRussian building industryshow to be held in Moscowfrom 3 to 6 April 2007 (Hall 3Pav. 2). In a completelyrenovated stand, ImprontaItalgraniti will be displayingproducts that represent thehighest expression of Italianlifestyle: the elegant andexclusive Bliss and Le Rablecollections and the versatilenew Pietra di Vesale through-bodied porcelain tilecollection. After Mosbuild,the exhibit will be moved tothe premises of thecompany’s commercialpartner Giel, located inMoscow’s historic city centre.

manager. They will reportdirectly to Panariagroupmanaging director GiulianoPini and Florida Tile presidentEmilio Mussini.Panariagroup reportedoutstanding 2006 balancesheet figures: a turnover of351.6 million euro (+45.4%),gross operating margin of49.9 million euro (+14.2%)and net profits of 18.1 millioneuro.

THE IMPRONTA ITALGRANITISTAND AT MOSBUILD 2006

SASSOLART S.p.A. • Via Canale, 200

42013 Villalunga di Casalgrande • RE • Italy

Tel +39 0522.841455 • Fax +39 0522.841101

[email protected] • www.sassolart.com

The power of sweetness, the energy of lightness, the intensity of a feeling

that can change the world. New surfaces to live in, new tiling to be enjoyed

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NEW PERSPECTIVES


ABK-SIR PRODUCTION IS FORMED

ROBERTO FABBRI AND FERMO SIROTTI

SHAKING HANDS ON THEAGREEMENT

SirTiles S.p.A. and ABK S.p.A. have set upthe production joint venture ABK-SIR

Production S.p.A., in which they have equalshares. By concentrating substantial resour-ces, research synergies and technologicalexperimentation at a single production site,the two companies expect to double theircurrent levels of porcelain tile production by 2007 (boththrough-bodied and glazed). The industrial facility will carryout all stages of the production cycle internally and isexpected to take on new employees.The Ceramiche ABK Group, which also includes the brandsAriana and Valverde, posted two-figure growth in the first 10months of 2006. The year-end figure is expected to improveon the 70 million euro of 2005.

CASAMOODMEETS FINLAND

In cooperation with theMuseo d’Architettura, the

Helsinki Architects’ Associa-tion and the Order ofArchitects of Rome andProvince, Casamood spon-sored an exhibition entitled“Finland today - Architectureand Design”, held from 12 to31 January 2007 at the “Casa

dell’architettura” in Rome,the splendid historic buildinglocated in the former RomeAquarium in Piazza ManfredoFanti. The aim of Casamood’sparticipation in the event is tofocus attention on the newideas originating fromScandinavia, one of theregions with the moststrongly-rooted designcultures in Europe.Casamood is a brand of CasaDolce Casa, a company thathas been owned by FlorimCeramiche spa sinceDecember 2004.

LEONARDO AWARDpresented to Giorgio Squinzi

GIORGIO SQUINZIRECEIVING THE AWARD FROM

ITALIAN PRESIDENT GIORGIONAPOLITANO

Giorgio Squinzi, soleadministrator of Mapei

SpA and CEO of the MapeiGroup, was presented theprestigious “PremioLeonardo Qualità Italia” byItalian President GiorgioNapolitano on 4 Decemberlast year.The Leonardo Committeewas set up in 1993 by a groupof entrepreneurs, artists,scientists and intellectuals forthe purpose of promoting anawareness of “Italian Quality”worldwide. It enjoys thesupport of the Italian TradeCommission ICE and Confin-dustria (General Confedera-tion of Italian Industry).The Mapei Group hasdoubled its turnover in thelast five years. It closed 2006

with aturnover of1.45 billioneuro and hasabout 4,800employees ,12% of whomare engagedin research.Investmentsin researchand development total morethan 60 million euro per year.The industrial group currentlyconsists of 53 companies with46 manufacturing facilities, ofwhich 7 are located in Italyand the rest elsewhere in theworld. In 2006 it made majorinvestments in facilities inRussia, China, Vietnam andDubai which are due tobecome operational this year.

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Rondine Group took partas sponsor in Macef,

the International HomeShow held in Milan from 19to 22 January. In the “TerreStorie” project,for which the art directorwas the acclaimed architectGiulio Cappellini, the spacedevoted to the initiativewas to be reminiscent of an old-fashioned grocery. RondineGroup supplied almost 400 sq.m of Kromatica series tiles forinstallation over the entire exhibit.The show was attended by 90,000 visitors from all over theworld and was an important opportunity for Rondine Group tolink its name with internationally renowned designers andarchitects.

MATTEO THUN CHOOSES REFIN TILES

Architect Matteo Thun haschosen Artech porcelain

tiles from Refin as the floorcovering material for theinteriors of the new Meranothermal baths. Due to the technology andhigh technical performance

of the textured material,Artech has been used as thefloor covering in much of thespa, creating a sense of well-being through a blend oftradition and cutting-edgearchitecture. The thermalbaths building consists of animposing glass cube thatappears to eliminate theboundary between interiorand exterior, creating aperception of total harmonywith nature. The new layout of the thermalbaths fully expresses theconcept of “High-Touch”construction with surfacesthat highlight the essence ofmaterials and promote atactile interaction betweenhuman beings and materials.

ONE OF THEINTERIORS AT THE

MERANOTHERMAL BATHS,

DESIGNED BY MATTEO THUN

(TILES FROMCERAMICHE REFIN)

RONDINE GROUPat Macef in Milan

GABBIANELLICOMMEMORATESMUNARI

THE TILE DESIGNED BY BRUNO MUNARI FORCERAMICA GABBIANELLI IN 1982

The centenary of the birthof Bruno Munari,

commemorated by an officialexhibition at Palazzo Reale inMilan, is an opportunity tocelebrate the artist’s work andphilosophy. The eventCERCARE MUNARI will focuson two different examples ofhis creativity: a design projectcalled “Tuttotondo”, createdin 1982 for CeramicaGabbianelli; and theexhibition “Invece delcampanello” curated in 1991in cooperation with DavideMosconi. The event ispromoted by Gabbianelli andLualdi, the same companiesthat were Munari’s partners inthose historic projects, andwill be held in Teatro Olimpia,the spacious and prestigiousMilan showroom shared bythe two companies, from 4April to 11 May 2007. For more than half a century,Gabbianelli has been abyword for colour andresearch in the field ofceramic floor and wall tiles incooperation with leadingfigures in the design world.


CERAMICHE RICCHETTI GROUP main sponsor at Festival of ArchitectureAresearch and study

workshop entitled“Methods for exhibitingproducts amongst distribu-tors in the ceramic sector”has been organised with thesupport of the CeramicheRicchetti Group at the 3rdFestival of Architecture(“Architecture of rarebeauty”).Aimed at nine architecture

The delivery of 5 Croma LB press feeders to the BorgoTossignano facility of Cooperativa Ceramica d’Imola is

due to be completed by mid 2007. The agreement signedin 2006 covers the installation of three Croma 175 feederson presses with inter-column clearance of 1750 mm andtwo Croma 245 feeders on presses with inter-columnclearance of 2450 mm. The use of the innovative Cromafeeders will allow Cooperativa Ceramica d’Imola to

manufacture large-formatproducts of high aestheticquality using both spray-dried and micronisedpowders.LB has long been asupplier to CooperativaCeramica d’Imola,meeting the requirementsof reliability, aestheticquality and efficiency. LBtechnology has beenadopted at all the group’sporcelain tile productionfacilities.

graduates and final-yearstudents, the initiativeprompted a lively debate thatgave rise to a number ofinteresting design solutions.According to the Group’schairman Oscar Zannoni,constant innovation is need-ed in order to stand apartfrom the competition. “Wethought it would beinteresting to submit this

challenge to young anddynamic minds who, unlike usindustry professionals, arefree from preconceptions andingrained habits. We alsobelieve it is our duty to givethis new generation ofarchitects the opportunity tobegin to express themselvesand make their ingenuityknown to the world.” OSCAR

ZANNONI

CERAMICAINCONTROLAUNCHES NEWCORPORATEWEBSITE

between Ceramica Incontroskirting and tiles from someof the leadingmanufacturers.There are two searchmethods: either select aCeramica Incontro productand discover the bestcombinations of ceramictiles currently on the market;or choose a ceramic tilemanufacturer and find outwhich of that company’sfloor tiles are complementedby skirting from CeramicaIncontro.

The new Ceramica Incon-tro website is now online

at www.ceramicaincontro.itThe new feature of this siteis the constantly-evolvingdatabase that allows visitorsto explore combinations

LB SUPPLIES TECHNOLOGY TO COOPERATIVA CERAMICA D’IMOLA


architect Franco Purini, Italian tiles wereused on an access stairway to the Teatrodelle Tese (Ceramica CasalgrandePadana) and on the walkway betweenramps and landings above the entirepavilion (Ceramiche Refin).The 10th International ArchitectureExhibition was attended by 127,298people, 13% more than at the previousedition.

For the first time, Ceramic Tiles of Italytook part in the 10th International

architecture Exhibition at the Biennale ofArchitecture, held in Venice from 10September to 19 November last year. This participation took concrete form inthe floor covering of two separate areas ofthe Italian Pavilion situated in the Tesedelle Vergini in the Arsenale. As part ofthe Ve-Ma Project coordinated by

The book Way andSurface published

by Lea Ceramiche tellsthe company’s thirty-year tale of passion andinnovation, traditionand technology, stylisticresearch and design. Written by authoritativefigures from the worldof design, the bookexplores Lea Cerami-che’s products withspecial emphasis ontheir design, techno-logy and surfaces.Journalist and designcritic Giorgio Tartaro

edited the book with contributions from Virginio Briatore andMassimiliano di Bartolomeo. Consisting of five chapters and published in a dual-languageItalian and English edition, the book explores all aspects of thecompany. It ends with an interview with Emilio Mussini,managing director of Lea Ceramiche, who outlines objectives,strategies, scenarios and future possibilities with a franknessborn of his expertise and experience in the sector.

Strong Italian participation atMOSBUILD

More than 60 Italian ceramic tileand sanitaryware companies

took part in Mosbuild 2007, theinternational building show held in theMoscow exhibition centre during thefirst week of April.For the first timeever, an ItalianPavilion hostingalmost all the Italiancompanies wasorganised at theshow, an importantappointment with amarket that isexhibiting rapidgrowth rates in tileconsumption. Thestand also had an important functionas a hospitality area for Italiancompanies and their customers andwas used for distributing promotionaland informative literature on the Italianindustry, including the new Russianversion of Cer Magazine International.

WAY AND SURFACE. LOOKING AT LEA CERAMICHE TILES

CERAMIC TILES OF ITALY sponsors Biennale of Architecture

THE PROJECTOF THE

CTI BOOTH ATMOSBUILD

2007

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Casalgrande Padana opens its CREATIVE CENTRE

The opening ceremony for the new Casalgrande Padana multimedia exhibit space washeld recently in the presence of Chairman Franco Manfredini, the mayor of

Casalgrande Andrea Rossi and parish priest Don Romano Messori. This facility, called theCreative Centre, was designed by the interna-tionally renowned firm of architects Cerri eAssociati of Milan. The Creative Centre is inten-ded as a permanent venue for information andtraining meetings for technical, commercial andsales network personnel. At the same time, it isan active and creative space where customerscan hold art and architecture events as a way ofpromoting technology and design relating toCasalgrande Padana products.

MILANTRIENNALE HOSTS ITALIANCERAMIC

“Guscio” by MarioBotta and the

“sit_down_ please” chairs arethe exhibits staged byCeramic Tiles of Italy at theMilan Triennale during theFurniture Show, the first timethe Italian ceramic industryassociation has taken part inthe event. The “Guscio”exhibit, made entirely ofceramic and high enough toaccommodate visitors,extends along the stairway atthe Triennale, the symboliclocation of the Fuori Saloneevents. It forms a kind ofpathway that ends on themezzanine landing with

“sit_down_please”, ninechairs designed by nineItalian architects and interiordesigners using Italian tiles, afurther example not only ofthe versatility of ceramicproducts but also of theircapacity to represent andinterpret trends.

DESIGN COMPETITION 2007awards presented to best projectsThe American states of

Wisconsin, Minnesotaand New Jersey are thelocations of the buildings thatwon the Design Competition2007, the prize awarded bythe Italian ceramic industryfor the best projects carriedout using Italian ceramic tiles.Evensong Spa in Green Lake(WN), designed by TestaniDesign and CMD Architectsand clad with Sant’Agostinotiles, shared first price withthe University Campus ofBrooklyn Park (MN), anatrium created with Caesartiles to a project by EllerbeBecket.In the residential categorythe prize went to VanesaDeLeon for the Dehombre

Residence in Montville (NJ),which featured extensive useof tiles from Lea, Viva,Sant’Agostino and La DolceVita. Special mentions wentto Division 1 Architects forCharlie Chang’s Restaurantin Neaples (FL), to Hammel,Green and Abrahamson forthe Golden Valley ShoppingMall (MN), to ArchitecturalAlliance for Phoenix airportand to Cero Design & Buildfor murals in Puerto Rico.

For submission of press releases: [email protected]

CERSAIE

Preparations are underway for the next Cersaie,the International Exhi-

bition of Ceramic Tiles andBathroom Furnishings to beheld in the Bologna exhibitioncentre from 2 to 6 October2007.This annual appointmentattracts architects, designers,distributors and professionalsfrom all over the world and iscelebrating its 25th anniversarythis year, a quarter of a centuryof achievement that has sealedthe show’s status as theforemost international exhibi-tion in its sector. Cersaie’ssuccess is demonstrated by thegrowing attendance of bothItalian and foreign visitors(more than 90,000 attendeescame to the last show,including over 26,000foreigners) and the largenumbers of exhibitors (morethan a thousand companiesincluding 211 foreign firmsfrom 32 different countries).

Cersaie is a meeting point fortechnology and design,production and planning. Itprovides a comprehensivepicture of the most innovativesolutions set to be launchedonto the market and features afascinating series of meetingsand debates with leadingfigures in world architecture. Itis the ideal opportunity toexplore new tile trends and todiscover the directions in whichcolours, shapes and materialswill develop in the future. The proposals showcased inthe field of ceramic tiles,sanitaryware and bathroomfurnishings are always in stepwith lifestyle developments.Ceramic tiles have attainedoutstanding levels in terms of

modularity, new sizes,coordination with othermaterials, tactile effectsurfaces, wood effects, stoneeffects and versatility in coloursand decorations, allowingthem to penetrate domesticspaces that until just a fewyears ago were inaccessible.Applications of Italian ceramictiles are extending fromresidential into non-residentialbuilding, an area whereresearch is flourishing. Buildingfacades that change colouraccording to the externaltemperature and tiles thatvibrate or move under theaction of air are just a couple ofthe futuristic projects exhibitedat Cersaie. Numerous developments arein progress in the field ofbathroom furnishings as part ofa trend away from functionalspaces and towards a beautyfarm concept. Technologicalmaterials and design combineto meet this new need and tocreate contemporary, practicaland functional solutions.Through the increasing use of

TECHNICAL INFORMATION ISONE OF THE BENEFITS OF THE

CERAMIC TILE EXHIBITIONMORE THAN 90,000

VISITORS ATTENDED IN 2006, 30%OF WHOM WERE FROM ABROAD

The most important international exhibition ofceramic tiles and bathroom furnishings celebrates itstwenty-fifth anniversary this year and confirms itsstatus as the most eagerly awaited annualappointment for professionals from all over the world.An outstanding showcase of the most innovativeproducts from Italy and abroad, it also features high-profile exhibitions and stimulating meetings

events

Exploring the future

�by Silva Giani

whirlpool baths, multi-functional showers, Turkishbaths and saunas controlled bysophisticated electronic units,the desire for well-being hasbecome a social phenomenon,a small daily luxury that bringsthe ancient appeal of Romanbaths into the home. On this theme, the “CeramicSprings Sorgenti Ceramiche”exhibit created by DanteDonegani and Giovanni Laudasparked great interest at lastyear’s show. It consisted of aliberal interpretation ofwellness envisaged as a placedevoted to well-being throughthe use of lights, sounds,colours and tactile andolfactory sensations: anauthentic sensorial experiencefeaturing extensive use ofItalian ceramic tiles andbathroom furnishings, the two

natural element with enormousconsistency and versatility. It isan almost indispensableelement in the art ofdecoration and high-qualitywall coverings”. Massimiliano Fuksas, renow-ned for his freedom of artisticexpression and his interest inthe problems of largemetropolitan areas, offeredsome highly thought-provoking comments. Hebelieves that the desire to buildand create can forge a newsociety, but this cannot beachieved by negating emo-tions or by continuing to createoutdated works. “There is noreal distinction between anarchitecture that is beautiful orugly, commercial or auteur,” hesays. “The only true distinctionis between an architecture that

core sectors of Cersaie. A perfect blend of productivity,experimentation and art,Cersaie combines marketaspects with extraordinarycultural events and is the idealvenue for cultural debate onthemes of architecture. This was exemplified by theconference entitled “Visionsfor a new architecture”, whichhosted two of the mostrenowned contemporaryarchitects, Thom Mayne andMassimiliano Fuksas. Californian architect ThomMayne is strongly influencedby the experimentalism of the1970s. He sees architecture asan ethical mission based on atireless quest for new shapes,techniques and materials thattranscend the boundaries ofpure stylistic labels. In his talk,he described Italian tile as “a

25Cer Magazine

MASSIMILIANO FUKSAS,TOGETHER WITH 2005 PRITZKER

PRIZE WINNER CALIFORNIANTHOM MAYNE, WERE THE

SPEAKERS AT “VISIONS FOR ANEW ARCHITECTURE”, THE

PROGRAMME OF MEETINGS HELDON THE ARCHITECTURE DAY

CERAMIC SPRINGSSORGENTI CERAMICHEWAS THE CULTURAL EVENT OFTHE 2006 EDITION OF THE SHOW

THE POSTER FOR CERSAIE2007 CREATED BY TOYO ITOCELEBRATES THE 25TH EDITIONOF THE SHOW

is capable of providingsolutions and one that is not.” To further emphasise theimportance of Cersaie as ashowcase of trends and tounderscore its links with theworld of architecture, since theyear 2000 the show’s posterhas been designed by a world-famous architect or designer.After Ettore Sottsass (2000),Alessandro Mendini (2001),Massimo Iosa Ghini (2002),Denis Santachiara (2003), HaniRashid (2004), David Palterer(2005) and Antonio Citterio(Cersaie 2006), this year it is theturn of Toyo Ito: another greatarchitect to promote a greatexhibition.

26 Cer Magazine project

A villa inBRUNELLOSHIRE

A villa set in the quiet of the

Tuscan countryside has been

restored in full harmony with

the existing building. The result

is a blend of past and present

without disdaining the most

modern comforts

This splendid old villa is situated amongst thevineyards on the hills surrounding Montalcino,the small Tuscan town renowned the worldover for its famous wine, Brunello diMontalcino. Set on a large estate amongst

vineyards and orchards, the solid building has clear ruralorigins, yet its function as a nineteenth-century nobleresidence is revealed by the elegant arching porticoesthat divide the house into two volumes. Inspired by thelandscape, the vineyards and the cypress trees, thedesigner opted for a conservative restoration that wouldretain the simple and austere atmosphere of old Tuscancountry homes. The original wood ceilings on the firstfloor and the brick vault ceilings on the ground floor wereuncovered and restored. The large fireplaces that onceheated the house are now functioning again followingmeticulous restoration work on almost the entire building.At the same time the villa has undergone a process ofrational modernisation. The basic layout of the buildinghas been adapted to create two independent apartments,one on each floor. These share a state-of-the-art spa withgym and sauna areas located in the former lemon-house.Where it was not possible to retain the original materials,as in the case of irreparably damaged floors, the designer

WHILE RESPECTING THENINETEENTH CENTURYLAYOUT, THIS CONSERVATIVERESTORATION PROJECTADDED A WELLNESS AREACONSISTING OF A SAUNAAND GYM (LEFT) AND ASWIMMING POOL WITHWHIRLPOOL BATH (RIGHT)

�by Laura Ragazzola

PHOTOS Fabio Minacci

TILES Ceramiche Gambarelli

SANITARYWARE Ideal Standard

ADHESIVES Mapei

opted to use ceramic tiles due to their versatility (widerange of sizes, colours and textures) which allows them toadapt perfectly to historic settings. In the large hall, forexample, the new ceramic floor covering by CeramicheGambarelli consists of hexagonal-shaped tiles of the samecolour and size as the originals but with the advantages ofsuperior resistance and durability, not to mention ease ofmaintenance. The bathrooms feature the use of a“purifying” tile manufactured using a revolutionarytechnique that allows it to eliminate the most common

THE COVERED FIRST-FLOORLOGGIA, ACCESSIBLE VIA A STAIRCASEINCORPORATED IN THE BODY OF THE BUILDING,IS A TYPICAL FEATURE OFTUSCAN HOUSES

28 Cer Magazine progetto

YELLOW, RED AND WINE ARE SOMEOF THE COLOURS USED IN THEVARIOUS BATHROOMS, WHICH ALSOFEATURE LAYOUT PATTERNS BASEDON EXTENSIVE USE OF TRIM PIECES

IN THE SEVEN BATHROOMS,ALL WITH DIFFERENT AESTHETIC

SOLUTIONS, THE SANITARYFIXTURES ARE FROM

IDEAL STANDARD, CALLA SERIES,AND THE TAPS ARE

FROM THE AZIMUT SERIES

project 29Cer Magazine

polluting agents. The outside area has also beenenhanced by the construction of a swimming pool and awhirlpool bath. Here too the use of stone-effect porcelaintile, extending onto the porticoes, assures outstandingresistance to the elements (rain, snow, frost).

Laura Ragazzola, Casaviva

THE TRADITIONALLYSHAPED HEXAGONALTILES HAVE BEEN USEDIN ALL ROOMS IN THE HOUSE

TILES:Ceramiche Gambarelli, Esagonette Series; Sole Mio, Frammenti Series;Ceramiche Gambarelli for Ideal Standard, Oxygena

PRODUCT TYPES:Interiors: porcelain floor tiles, white monoporosa wall tilesExteriors: porcelain tile

MAIN SIZES:10x60 cm, 20x60 cm, 25x25 cm, 12.5x25 cm, 12.5x33 cm,10 cm side hexagon, 4x4 cm inset, 4x12.5 cm and 12.5x33 cm listel

30 Cer Magazine

One of the most significant trends incontemporary design is that of a strongfocus on field of application: not so much inthe definition of the product as in aknowledge of the physical process it has

undergone and an awareness of the final application. Andif, as in the case we shall look at in this article, the projectis in a geographically and culturally distant county, aknowledge of the production process and history of aproduct is even more important. The project in question is that of the ParamountApartments complex near Sydney, an excellent example ofthe promotion, selection and use of Italian products in acountry on the other side of the world.In reality, the tile manufacturer has had a presence in theAustralian market since the 1980s and synergic promotionamongst large retailers and design firms has made themarket naturally more receptive to this type of product.Moreover, the culture of ceramic tiles is now wellestablished in Australia as the first importers began toapproach this market in the late 1970s.Ceramic tiling plays a key role in this project by ZonieConstruction & Design in cooperation withMarchese+Partners Architects. The large tile format and

IN THESE MODERN, MINIMALSTYLE BUILDINGS, PORCELAINTILE HAS BEEN USED FORBOTH THE INTERIORS (LEFT)AND EXTERIORS (RIGHT, THETERRACE), CREATING A VERYHARMONIOUS WHOLE

Italian style at homeIN SYDNEY

An up-market

New South Wales

residential complex

with a pale tone décor

�by Giorgio Tartaro

PHOTOS

Andrea Francolini

DESIGNER

Zonie Construction & Design

Marchese + Partners Architects

DISTRIBUTOR

Classic Tiles

TILES

Casalgrande Padana

project

THE MODULARITY OF THECERAMIC TILES COMBINESPERFECTLY WITH LOCALTRADITIONS SUCH ASCARPET IN THE BEDROOM


the use of a single colour for interiors and exteriors with thesole variable of surface finish (natural and polished, matt andgloss) creates a sense of continuity and proportion with thescale of the architectural volumes.The format and installation layout of the tiles (laid by localexpert tile setters) assure quality and elegance of theenvironment. The Pietre Serena Series tiles fromCasalgrande Padana are used in the living room, kitchen anddining room, transit areas and terrace.The skilful play of gloss and matt, natural light for theexteriors and a successful combination of artificial andnatural light in the interiors lends uniqueness to the projectin spite of its replicable layout. As the distributor stocks a wide selection of CasalgrandePadana products ready for immediate delivery, the longwaiting times normally associated with sea transport wereeliminated. Another important technical aspect is that forlarge deliveries, in this case 8,000 square metres, it ispossible to obtain highly uniform rectified and squaredproducts.While it may be an exaggeration to say that the architecturalproject itself starts out from the size of the tiles, it isnonetheless true that the standardisation of sizes oftenallows architects to create virtually custom projects. It goeswithout saying that in large residential complexes like theproject in question, serialism and standardisation are

ABOVE: THE CHARACTERISTICSOF FROST RESISTANCE,MECHANICAL STRENGTH ANDDURABILITY ARE IMPORTANTCHARACTERISTICS FOREXTERIOR USE

RIGHT: THE HOB AREA ANDTHE TABLE SEPARATE THE TWODAYTIME AREAS: DINING ROOMAND BREAKFAST CORNER


important aspects for assuring quality.As one final detail, although local timber had initially beenspecified for the external floor coverings on the balconies,the availability of a wide range of products and thecompany’s specific expertise persuaded the designers tochoose porcelain tile for these areas.

Giorgio Tartaro, Casa & Stili - Alice TV, Sky

THE MOSAIC WALL COVERINGCOORDINATES PERFECTLY WITHTHE FLOOR TILES

THE USE OF LARGEFORMATS ANDPERPENDICULARJOINTS MAKE THEROOMS APPEARLARGER

TILES:Casalgrande Padana, Pietre Native, Pietra Serena Series

MAIN TYPE AND SIZES: Unglazed porcelain tile 60x60 cm and 30x30 cm sizesthickness 9 mm (for the 60x60 cm size: thickness 10.5 mm)natural and polished surfaces

SIGNIFICANT TECHNICAL SPECIFICATIONS: Slip resistance: R9 A for the natural surface (DIN 51130)Frost, chemical and stain resistant

34 Cer Magazine trends

THE WASHBASINthe new interior design iconItalian ceramic products are

driving a trend towards a

multiplicity of designs,

materials and styles

In the beginning was the pedestal washbasin. It wasinconceivable to imagine it with anything other than afunctional role or outside an aesthetic project coordinatedwith the sanitary units._____________________________Today the situation is very different. The hedonistic

individualism that has given the bathroom a new andimportant role in the house has also had a profound impact onthe significance and design of each individual furnishingelement.The dominant trend is towards a pluralism of designs,materials and styles.From the eighties onwards the functions of modularbathroom furniture began to diversify, allowing thewashbasin to gradually take on the role of aninterior design icon freed of size constraints, amonolithic, sculptural presence characterised bystylistic exuberance and novel forms of ceramicexpression. Today this has resulted in anextremely wide and diversified array of products inwhich opposing aesthetic and stylisticprinciples are evident: blatantexhibitionism and imitation;squared shapes and exceptionalstylistic fluidity; extra-large and extra-small sizes; white as the dominant shadein direct opposition to colour; decorationviewed as emancipation from the restrictivetraditional classification of “ceramic sanitaryware”;synthetic materials technology and tactility of naturalmaterials.The distinctive character of Italian products in this specificsector is that of freedom of design based on an extremely

1. SCULTURE 2, WASHBASINRESTING ON VANITY UNIT WITHTAPS, DESIGNED BY STUDIO DALLAGO AND PRODUCED BYHATRIA 2. OUTLINE COLLECTION,DESIGNED BY MAYA COHEN,PRODUCED BY CERAMICAALTHEA 3. DIAL PROJECT, DESIGNED BYSANDRO MENEGHELLO ANDMARCO PAOLELLI FOR HIDRACERAMICA4. CRISTAL WALL WASHBASIN,DESIGNED BY CARLO URBINATI,PRODUCED BY ART CERAM

�by Katrin Cosseta

1

2

3

4

5

35Cer Magazine

5. SPACE FREE, WASHBASINWITH RIGHT SIDE MOUNTED TAP,70X41X13 CM, FROM CERAMICAGLOBO6-9. GREEN WASHBASIN ANDDECORATED WASHBASIN,TEXTURE COLLECTION,DESIGNED BY LDESIGNCONCEPTSTUDIO, PRODUCED BY OLYMPIACERAMICA7. ELLE COLLECTION, DESIGNEDBY STUDIO TECNICO INTERNOFOR ALTHEA CERAMICA8. ASOLO SERIES WASHBASINSPRODUCED BY CERAMICADOLOMITE

10. OZ WASHBASIN ONWENGE VANITY TOP,PRODUCED BY GSG CERAMICDESIGN11. ROMA 85X55 CMWASHBASIN WITH COLUMN,DESIGNED BY MATTEO THUNWITH ANTONIO RODRIGUEZ,PRODUCED BY CATALANO

6

7

11

high-level technological capability. The resultant productrange is sufficiently wide to cater for all specific requirementsin terms of style, dimensions and functionality.The fact that the bathroom - alongside the kitchen - has nowbecome the most intensively used space in the home hasmade it fertile terrain for design, stimulating the creativeresearch of leading designers. This all-Italian phenomenon hasundoubtedly driven the success of the designer bathroom. Emblematic examples of the way that designers see thewashbasin as interpreting ritual behaviours in the bathroomare the two neo-toilettes designed by Paola Navone andNucleo, characterised by visual exuberance and linguisticpluralism, one with vintage and oriental appeal and the otherwith an original Baroque-Byzantine fusion. At the opposite endof the spectrum, designers such as Antonio Citterio, PieroLissoni, Giulio Cappellini, Roberto and Ludovica Palomba andCarlo Colombo focus on a very clean style, a reduction to puregeometric shape. These designers transcend the image of theclassic washbasin, whether by accentuating the edges,reducing depth, hiding the waste or facilitating the naturaloutflow of water along a slightly angled bottom. Soft, sinuous

8

9

10

36 Cer Magazine trends

lines, an explicit reference to the fluidity of water, are thedesign criteria proposed by Massimo Iosa Ghini and MarcoPiva.And when the shape does not make a direct reference tonature, the decoration does. Flowers, branches, leaves andarabesques (in harmony with tile trends) appear not only onthe washbasins but also on the sanitary fittings. With theirfeminine touch, Patricia Urquiola and Terri Pecora (althoughMatteo Thun is likewise seduced by floral designs) havesoftened stark objects in spaces where the decorative functionwas traditionally performed solely by the ceramic tiles, thusopening the way to a potential aesthetic trend based on a totalflower look.The enormous success of above counter models has not onlyliberated shapes through a variation on the ancestral theme ofthe vessel basin, but has also led to new dimensionalconcepts. Manufacturers have responded to increasingdemand for flexibility and customisation by offeringwashbasins in a range of sizes from very small to very large,

while individual models are available in an extraordinaryrange of intermediate sizes. The last area of development in the sector is that of

research into materials. Although ceramic remainsthe leading material for the washbasin,technological advances have spawned numeroussynthetic materials, acrylic resin and mineral

compounds as well as natural stone in a range ofversions. This competition is fuelling innovation and

driving the search for beauty in the washbasinsegment.

Katrin Cosseta, Interni

12. ROMA WASHBASIN WITHWOOD STRUCTURE. DESIGNED BYMATTEO THUN WITH ANTONIORODRIGUEZ. PRODUCED BYCATALANO13. IMAGINE SERIES, WALL-HUNG SANITARYWARE FOR IDEALSTANDARD14. WASHBASIN FROMSCULTURE 2 COLLECTION.DESIGNED BY STUDIO DAL LAGO.PRODUCED BY HATRIA 15. BOHEMIEN WASHBASIN INDECORATED VERSION. DESIGNEDBY TERRI PECORA FOR SIMAS16-17. WASHBASINS (100 AND45 CM) FROM SPIKE SERIES, COM-BINED WITH TOP AND WOODENVANITY UNIT. PRODUCED BYCERAMICA TECLA

12 13

14

15

17

16

The Products & Trends CD-ROM enclosed with this issue ofCer Magazine International has radically renewed contents.

Along with a complete list of the Italian ceramic tileproducer companies with links to their websites, the CDalso contains an extensive gallery of photos of products

(divided into individual products and installations) thatillustrate the new trends in the Italian ceramic sector. All

images can be downloaded in high resolution and arecomplemented by a product sheet describing technical

characteristics. The CD-ROM is produced in four languages(Italian, English, French and German) and features a search

engine that allows products (images) to be selected bycompany, product type, style, size and application.

Further information on a specific product or companyfeatured on the CD-ROM can be requuested by filling in the

attached postcard and sending it to CTI/Edi.Cer. SpA by fax(+39 0536 8065100) or email

([email protected])

PRODUCTS & TRENDSCeramic Tiles of ItalySpring/Summer 2007

CER MAGAZINE INTERNATIONAL No.19 - Spring/Summer 2007

Please send me information on the companies or products featured on the CD-ROM Ceramic Tiles of Italy - Products and Trends Spring/Summer 2007:

Company

Product (indicate series name and producer company)

(Please write in block capitals)

First name Job title

Company

Address Postcode

City Country Tel. Fax

E-mail Website

Type of business:

Installation company Retailer/Wholesaler Journalist

Building contractor Interior Designer Architect

Other (specify)

Languages: Italian,English, French andGermanDistributed free of charge

37Cer Magazine

In praise of LIBERTY

The remodelling of

a kitchen in

an early 19th century

Italian villa Villa Rampi and its grounds with numerousexotic trees are two of the major attractionsof Solarolo, a small agricultural town locatedin the countryside near Ravenna. Thebuilding dates from the first half of the 19th

century and combines vernacular stylistic features withVenetian influences. Over the years it has passed fromowner to owner, from the Rampi to the Rampi-Geminianifamilies and then to Count Carlo Gamba. The family thatcurrently owns the house maintains it with loving care,nurturing the “genius loci” or “spirit of the place”acquired over time by houses with a strong personality.Recently the owners commissioned designer MariaSangiorgi to draw up a remodelling project for thekitchen. “The criteria we followed were essentiallyaesthetic but without sacrificing functional aspects,” thedesigner explained. “Our idea, in complete agreement

with the client, was to move awayfrom the stereotype of a servicekitchen kept separate from the livingareas of the house and inaccessibleto everyone except kitchen staff.Instead we wanted to create awarm, comfortable environmentalwhere it would be pleasant to spendtime even when not preparingfood.” The aim was to create amodern version of the traditional,convivial and informal kitchen wherepreparing meals, eating and makingconversation are all part of a single,enjoyable activity. To achieve this,Maria Sangiorgi adopted a two-stage approach. First, she devised an extremelyrational and simple spatial layoutbased on an island solution in whichthe central element would serve as

�by Riccardo Bianchi

PHOTOS Luciano Busani

DESIGNER Maria Sangiorgi

RETAILER Ceredil

TILES Etruria Design


39Cer Magazine

ON THIS PAGE:IN THE KITCHEN DESIGNEDBY MARIA SANGIORGI THECERAMIC WALL TILES PLAYAN IMPORTANT ROLE: THEALTERNATION OF COLOURSAND FLAT AND BEVELLEDSURFACES CREATES ANAESTHETIC EFFECTREMINISCENT OF THEDECORATIVE LANGUAGES OFTHE SECOND LIBERTY ANDART DECO PERIODS

PREVIOUS PAGE, BOTTOM:LAYOUT OF KITCHEN

project

project

the entertaining and dining area, while the hobs, sinks,electrical units and containers would be arranged aroundthe perimeter of the room in a sequence designed to makework in the kitchen as ergonomic as possible. Then sheconcentrated on the aesthetic characteristics. “Thisrequired a lot of effort because we wanted to achieve aneffect that would be both contemporary and at the sametime in harmony with the decoration of the rest of thehouse,” she said. “This decoration does not date from theactual origins of the building but from the second Libertyperiod and the vaguely Art Deco style in vogue in Italy in theperiod between the wars (reminiscent for example of certainitems of furniture designed by Marcello Piacentini or MarioQuarti).” In this context, colours, shapes and textures haveacquired an important role. For example the furniture andappliances chosen were from Aurora Cucine, a companywhose range includes splendid articles with a slightly convexprofile.

LEFT: THE NATURAL LIGHTFILTERING IN THROUGH THEWINDOW ENLIVENS THEIVORY BEVELLED TILES WITHA VIBRANT LIGHT THATLENDS VOLUME TO THESURFACE ANDACCENTUATES THECONTRAST WITH THE LOWPROFILE OF THE CHINABLUE COLOURED TILES.

RIGHT: THE DIAGONALLYSET TILES FORM A KIND OF“SKY” PANEL THAT LENDSHARMONY AND DEPTH TOTHE ALCOVE IN WHICH THESIX-HOB COOKER ANDOVEN ARE INSTALLEDALONG WITH TWOAMERICAN 1940S STYLEDRAWER UNITS

TILES:Etruria Design

TYPE AND SIZES:Traditional double fired tiles colours Ivory and China Blue Lux15x15 cm size in flat and bevelled versions15x15/2 cm bevelled triangle15x15/4 cm bevelled half trianglePL1 linear worktopPL2 corner worktop

But the vintage inspiration is most evident in the wallcoverings. Maria Sangiorgi commented: “To emphasisethe link with the elegant and traditional style of thefurnishings and other interiors in the villa, we opted for aclassic double fired tile, a 15x15 cm module bevelled tilefrom Etruria Design. This highly versatile and flexible tilecomes with a wide range of trim pieces capable of solvingall the dimensional and shape problems associated with abuilt-in kitchen like this one. The bevelled shape serves tomultiply the vibrations of light and to enliven theenvironment.” Meticulous attention was also devoted tocolour. The combination of Ivory and China Blue in aregular chequerboard pattern reflects the shades of thestuccoes in the adjoining dining room and of the facadeswhere the dominant white is underscored by blue tones.

Riccardo Bianchi (courtesy AD Condé Nast)

ABOVE: THE MAIN FAÇADE OF VILLARAMPI IN SOLAROLO: BUILT IN THEFIRST HALF OF THE 19TH CENTURY,IT HAS UNDERGONE CONTINUOUS

MAINTENANCE AND REMODELLINGWORK, THE MOST RECENT OFWHICH WAS ON THE KITCHEN

42 project

A TERRACOTTAventilated façade

The Bcd Bloc 24

apartment building in

Beirut, designed by

architect Jade Tabet,

has an extremely high-

quality ventilated façade

consisting entirely

of a dry-mounted

terracotta slab system

The Bloc 24 apartment building stands in anexpanding area of the city of Beirut near the sea.Lebanon’s capital counts about 1.2 millioninhabitants within its administrative boundaries,but in reality the population of the entire

metropolitan area amounts to more than two millionpeople. In spite of the devastation caused by the Lebanesecivil war (1975-1990), Beirut has regained its role as thefinancial, banking, insurance and commercial capital of theMiddle East. With its cosmopolitan history, the city is alsoan important cultural and academic centre.The core building of Bloc 24 has a C-shaped layout andtakes on different identities according to the side viewed.Its highly compact structure plays different roles:punctuated by the loggias on the façade facing onto theroad, closed at the ends and featuring balconies on the sidefacing onto the green spaces of the internal courtyard.The exterior cladding, consisting entirely of terracotta slabsproduced by Palagio Engineering, covers the surface of thebuilding and emphasises the stylistic and constructivecontinuity of the work.The “skin” that covers the 10,000 square metres of façadeswas designed as a ventilated cladding consisting of thinterracotta sheets fixed directly to the building’s structureby means of metal supports. The fixing system fits into

LEFT, BUILDING FRONT FACINGTHE GARDEN

RIGHT, THE CORE BUILDING,CHARACTERISED BY LARGELOGGIAS WITH GLASSPARAPETS, TURNS FROM THEMAIN FAÇADE TOWARDS ASECONDARY ROAD

�by Donatella Bollani

PHOTOS

Charbel Maskineh

PROJECT

Jade Tabet Atelier D’Architetture

BUILDING CONTRACTOR

Kargulla Engineering & Contracting

TILES

Il Palagio

Cer Magazine

43project 43Cer Magazine

milled grooves on the horizontal sides of each sheet.This type of screen façade guarantees good thermal andhygrometric performance of the surfaces and contributesto effective energy behaviour of the entire building.This technical solution offers further advantages includinghigh resistance to weathering, aggressive agents andimpacts, a low coefficient of expansion, high bendingresistance and excellent burning behaviour. Anotherimportant factor is its low long-term maintenance costs. The ventilated façade of BCD Bloc 24 is designed tomaintain its characteristics under the effects of heat, rainand large temperature variations (freeze-thaw). Resistanceis guaranteed in the event of sandy and dusty wind and inthe case of water infiltration from wet areas or due toflooding or condensation. Functionality and safety are maintained in the event ofimpacts and the construction system allows the variouscomponents to be replaced in situ. These characteristics areextremely important for buildings in the Middle East,where the climate and vicinity to both sea and desert causeserious problems of durability for architecture.The efficiency of construction of the cladding combinesperfectly with the possibility of defining the architecturalstyle of the building. The façades are designed with avariety of elements that strongly influence their aesthetic

THE CORNERSOLUTION OF THECLADDING USING

TERRAROUNDSMOOTH CURVEDCORNER ELEMENT

TILES:Il Palagio, terracotta

TYPE AND SIZES:TerraOne terracotta slabs (19.4x39.4 cm, 24.4x49.4 cm -thickness 28 mm); TerrangleSmooth special piece (15x19.4cm, 24.4 cm, 29.4 cm - thickness 28 mm), sun screen wingsTerraWing (4.5 x 16.4 x 119 cm), natural red colour andrustic ground surface

SIGNIFICANT TECHNICAL SPECIFICATIONS: Bending strength: 19N/mm2 (UNI EN ISO 10545-4)Linear thermal expansion: <6x10-6 C°-1(UNI EN ISO 10545-8)Freeze-thaw resistance: guaranteed (UNI EN ISO 10545-12)Chemical resistance: guaranteed (UNI EN ISO 10545-13)Thermal shock resistance: guaranteed (UNI EN ISO 10545-9)Water absorption: 6-10% (UNI EN ISO 10545-3)

44 Cer Magazine

FROM TOP, THE VISUAL CONTINUITYBETWEEN THE CORNER PARTS ISACHIEVED USING THE TERRAROUNDSMOOTH ELEMENT.THE CURVATURE IN PROXIMITY TOTHE WINDOWS WAS CLAD WITH“BENDED TERRAONE”, THE SMOOTHSHEET EXTRUDED AS A SINGLE PIECEAND SUBSEQUENTLY BENT DURINGTHE PLASTIC PHASE

RIGHT, DETAIL OF FAÇADESOLUTION WITH TERRA ONEELEMENTS WITH EXTRUDED

PROFILE FOR VENTILATED FAÇADE


appearance. Besides the flat sheets with smooth orgrooved surfaces, recurrent use is made of curved piecesand sun screen elements.Besides the variety of pieces that make up the façade,these terracotta sheets allow more than seventeen coloursto be placed side by side: alongside the more traditionalreds, ochres and baked earth tones, there is a range ofcolours (sand, light blues and greens) inspired by theceramic traditions of distant lands, from the Sahara desertto ancient Japan.The uniformity of the finish of the cladding of BCD Bloc 24apartments was achieved by washing the cladding afterinstallation to remove site dust and salt residues using aweak acid solution and subsequent rinsing with water.

Donatella Bollani, Il Sole 24 ORE Arketipo

LEFT, DETAIL OFBUILDING FAÇADEFACING ONTO THEGARDEN BEHIND THEMAIN FAÇADE. THEWING-SHAPEDELEMENTS OF THESUNSCREENS WEREALSO USED FOR THECROWNING SECTIONS

ABOVE, THE SUNSCREENPARTS OF THE FAÇADES

WERE CREATED USING TERRA WING ELEMENTS,

EXTRUDED PIECES WITH ASPECIAL WING PROFILE

DESIGNED TO FILL SPACESOF UP TO 1190 MM IN WIDTH

market

In recent years the propertymarket has been the power-house of the American

economy. In spite of a difficult2001 marked by the failure ofnumerous dot-com compa-nies and the attack on theWorld Trade Center, the con-struction market continued toexpand until 2005. But thefinal months of last yearbrought a fall in the number ofhouses sold and a drop in sell-ing prices. Besides the naturalprogress of the economiccycle, this was also partly dueto the restrictive monetarypolicy adopted by the FederalReserve Bank (FED).

Inflationary fearsIn 2005, the US economybegan to show signs of infla-tion, prompting the FED toadjust interest rates.In 2003 the FED lowerd theDiscount Rate to 2.00%. Thefollowing year it graduallyraised it again, reaching 3.25%in December 2004 and 5.25%a year later. The Discount Ratewas further raised during thefirst half of 2006, reaching6.25% in June.Interest rates on thirty-yearmortgages peaked at 6.8% inJuly 2006 then dropped to6.20% in December.As a result of the higher rates,

many home-buyers who dur-ing the previous five years hadtaken out variable-rate mort-gages now found themselveshaving to make higher month-ly repayments than they hadinitially expected. Buyers whohad purchased properties forspeculative purposes putthem back on the market inthe fear of an excessive deval-uation.These factors have generateda situation in which many buy-ers are waiting for the pricesto continue to fall while sellersare reluctantly finding them-selves forced to lower theirasking prices by as much as20% or 30% in some metro-politan areas.

The segments of demand Between 2000 and the end of2005, single-family housingstarts rose from 1,231,000 to1,716,000 units. This figurehas fallen since the beginningof the year to reach 1,426,000units in September.Multi-family housing startsalso rose from 346,000 units in2002 to 352,000 units in 2005,but fell during 2006 to reach346,000 units in September. InJanuary 2007 the figure was14.3% down on the corre-sponding period in 2006.It is significant that the fall in

The US approaches touchdown.BUT WILL THE LANDINGBE HARD OR SOFT?�by Antonio Liguori

housing starts, for both single-family and multi-family hous-es, coincided with the rise inthirty-year mortgage interestrates.The number of permits issuedfor new house building fellfrom 1,665,000 in September2005 to 1,476,900 inSeptember 2006, a drop of11% .In particular, the number ofpermits for single-family hous-es fell from 1,306,000 to1,122,300 and for two-familyhouses from 30,100 to 28,100.The number of new single-family home sales in theUnited States has been fallingsince 2003. A total of1,086,000 homes were sold in2003, while the correspondingvalue fell to 937,000 inJanuary 2007.Also in this case the falloccurred in 2006: the figuresfor September reveal that1,075,000 new homes weresold compared to 1,253,000 inthe same month in 2005, adrop of 14.2%.Furthermore, figures pub-lished by NAHB (NationalAssociation of Home Builders)and NAR (NationalAssociation of Realtors) toJanuary 2007 show that homesales totalled 6.46 millioncompared to 6.180 million to

market 47Cer Magazine

September 2006 and 7.2 mil-lion to September 2005. In2003 sales totalled 6,175,000,increasing to 6,779,000 in2004 and 7,075,000 in 2005.The most significant increasesin home sales, both newlybuilds (11.9% and 10.6%) andexisting (9.7% and 9.8%) wererecorded in 2003 and 2004,the two-year period in whichthe interest rates were lowest.

Selling prices and remodel-ling costsThe average price of newhomes sold to September2006 was US $293,200, 2.1%down on the same month in2005 ($299,600).From 2000 onwards, the aver-age home selling price steadi-ly increased from $207,000 in2000 to $213,200 in 2001,$228,700 in 2002, $246,300 in

2003, $274,500 in 2004 and$297,000 in 2005.The average price of existinghomes sold in September2006 was $266,500, 2.3%down on the $272,700 of thesame month the previous year.During the last three years, anincreasing number of newhomes have been sold at aprice of between $150,000and $750,000, while fewerhomes have been sold atbelow $150,000.Unlike the other indicators,the figures for renovation andmaintenance during the firsttwo quarters of 2006 are posi-tive. In the first quarter of2006, expenditure reached$45.7 billion compared to$42.0 billion in the same peri-od in 2005, while during thesecond quarter of the currentyear expenditure reached a

value of $59.6 billion against$51.2 billion in the secondquarter of 2005.According to US Census fig-ures, single-family houses thatbegan construction in 2005have an average size of 229square metres, higher than theaverage 2004 and 2003 valuesof respectively 221 squaremetres and 218 squaremetres.

The effects of the propertymarket on the US economyPredicting the way in whichthe slowdown of the propertymarket will affect the USeconomy is a complex task.Publication of third-quarterfigures showing 1.6% growthin the US economy hasfuelled debate amongst ana-lysts. Pessimists observe thatthe building sector has

For further information:www.nahb.orgwww.realtor.orgwww.census.gov

SINGLE FAMILY HOME SALESSeasonally Adjusted Annual Rate

Figures in millions of units

Source: U.S Department of Commerce - U.S. Census Bureau

detracted 1.1% from totalgrowth, whereas optimistspoint to other sectors, partic-ularly consumer spending,which grew more rapidly inthe third than in the secondquarter.The purchasing power ofhouseholds is increasing,while pre-tax earnings inSeptember (corrected forinflation) rose by 0.8% com-pared to August 2006 andshowed overall annualgrowth of 3.3% (a sufficientvalue to justify the 3.5%annual growth in real con-sumption).Considering that consump-tion increased by 5.6% dur-ing the third quarter com-pared to the previous quarterand that prices rose by 2.5%,the real gain was 3.1%, avalue that makes a significantcontribution to GDP growth.The worst fears are for a fall inconsumption of house-relat-ed products, which to datehave remained stable (up by10.8% in 2006 and 11% in2005), and the potentialdecline in the available fundsof households.An indicator of this is thenumber of household insol-vencies caused by the exces-sively high expense of mort-gage repayments.

48 Cer Magazine market

Italian tiles,LEADERS IN INTERNATIONAL TRADE

The latest figures revealthat the Italian tileindustry, the cradle of

product and technologyinnovation since industrial-level production began inthe late 1950s and 1960s,has confirmed its position asthe leader in internationaltile trade. In terms of aver-age selling prices Italian tiles

have opened up a sizeablegap with respect to competi-tor countries.Italy first embarked on inter-national trade in the late1970s when it began toexport the recently devel-

oped single-fired tiles tonearby countries, principallyFrance and Germany. Overthe years, this export flowhas expanded not only interms of quantities but alsoin the number of destinationcountries. Today Italianceramic tiles are exported tomore than 180 countriesworldwide, a figure that

amply demonstrates thisproduct’s internationalappeal.According to the 2005 fig-ures published by the Italianresearch institute Prometeia,international trade accounts

�by Simone Ricci

for 1.8 billion square metresof the total tile sales of 7.5billion square metres, abouta quarter of the total, whilethe rest consists of nationalproduction sold on domesticmarkets.Analogously to production,exports have also graduallyincreased and for severalyears now have exhibited

the phenomenon of globali-sation.Alongside historic industrial-level ceramic producercountries such as Italy andSpain, more and more newcountries are exporting

growing quantities of theseproducts.Italy is the unchallengedworld leader in internationaltile trade. Measured in termsof quantities, the 395 squaremetres exported by Italyrepresents 21.9% of interna-tional trade, almost two per-centage points ahead ofSpain and more than sevenpoints clear of China whichhowever is showing extraor-dinary growth. Italy’s figureis particularly significantconsidering that its share ofworld production is justunder 10%, confirming theinternational appeal ofItalian tile and its popularityamongst consumers andusers the world over.Italy’s leadership position iseven stronger in terms ofsales figures and averageprices. Italy’s 21.9% by vol-ume corresponds to 38.7%in value, demonstrating thatItalian products areesteemed and purchased inmany countries in spite ofhaving prices that are two orthree times higher thanthose of competitors. It is noeasy task to sell more and athigher prices, but one thatthe Italian tile industry hasbeen doing successfully formore than twenty years.

Source: Confindustria Ceramica

MARKET SHARE ON VOLUME1.800 million sq. mt.

MARKET SHARE ON VALUE

10.000 million €

Italy Spain Portugal Turkey Brasil Mexico China Others

INTERNATIONAL TRADE OF CERAMIC TILE(2005)

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