Assopiastrelle takes stock of the American market
These were the main considerations that emerged during the international press conference organised by Assopiastelle on the opening day of Coverings 2005.
As Assopiastrelle chairman Sergio Sassi commented during the press conference, “In 2004 US domestic consumption reached almost 300 million square metres, up by 10%. Italy accounted for 26.1% of the total and confirms our country as the market leader”.
Although the “strong growth of markets such as China, Brazil and Thailand coincided with stagnation in average selling prices, it is significant that approximately 37% of the ceramic tile production capacity in the USA is attributable to Italian companies, either directly or through joint ventures.”
Concluding, Mr Sassi stressed that “Italy is not just the leading foreign supplier of tiles to the USA but also the country that has invested most at a commercial and production level”.
Vice chairman Enzo Mularoni observed that “Italian tiles are renowned internationally for their characteristics of technological innovation, cutting-edge production systems, excellent quality, a high degree of versatility and an ability to transfer fashion and aesthetic trends to tiles.
This system of values is perceived by consumers both in the product itself and through a multiplicity of tools and events capable of promoting an awareness of the Italian way of living.”
As for the US market, Mr Mularoni pointed out that “the USA is the country that looks for the most innovative solutions in our sector.”
The second part of the press conference was devoted to the three winning projects in the Ceramic Tiles of Italy Design Competition Award 2005, a contest for architecture projects carried out with Italian ceramic tiles in the United States. (see the in-focus section for the winning projects)
TMP Associates won the Institutional Architecture section for the New Anchor Bay High School project in Fair Haven, Michigan. Senior Designer Gary Jelin (who collected the prize) and interior designer Cheryl Sagal succeeded in creating a structure that maintains a sense of history while offering cutting-edge educational facilities for students, teachers and parents.
Michael P. Johnson from Michael P. Johnson Design picked up the Commercial Architecture award for an innovative project using ceramic tiles as ventilated external cladding on the Wilkinson offices and warehouses in Arizona. According to the designer, “by making a few alterations and installing tiles, we were able to valorise a previously anonymous and uninteresting structure and create a work of architecture”. The tiles reflect the sky and vegetation surrounding the building.
The third award, for Interior Design, also went to Michael P. Johnson Design for the unique artistic and technical characteristics of the project carried out for the reconstruction of the Marika McCue residence in Phoenix, Arizona. In both projects, the Johnson team focused on sustainability. Both the ventilated façade in the Wilkinson project and the luminous porcelain floor tile in the McCue residence will reduce energy consumption and cut down heating and air conditioning costs.
A special mention in the Commercial category went to the Charlottesville Fashion Square project by the Cooper Carry Inc. firm of architects. The tiles were arranged in such a way as to create highly classic motifs that characterised the various spaces with a sense of elegance.
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