Coverings stays connected with virtual event

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Coverings Connected provided nearly 4,000 industry professionals with four days of online educational opportunities.

Coverings Connected, held April 20-23, replaced the show’s usual in-person event with a digital affair that show organizers deemed a “virtual experience.”

The online event, a first for Coverings, provided nearly 4,000 industry professionals with four days of educational webinars and online networking opportunities. Leaders in ceramics, including the Tile Council of North America (TCNA), Ceramics of Italy and Tile of Spain, used the time to weigh in on the current state of the U.S. tile market, discuss potential growth opportunities and illustrate both macro and micro trends for the coming year.

Industry dynamics

When it comes to the state of the tile industry, it’s unclear what the future holds. The coronavirus pandemic hit the U.S. hard and at a time when ceramic tile was already facing challenges.

Just prior to the show, the TCNA released its Tile Consumption Report, which pointed toward trouble ahead. The report stated that while many key economic indicators were positive in 2019, American ceramic tile declined for the first time in a decade. It showed U.S. ceramic tile consumption in 2019 was 2.9 billion square feet, down 5.4% from the previous year. Imports were also down 5.5% from the previous yearto 2.08 billion square feet. Imports comprised 70.6% of 2019 U.S. tile consumption by volume, down from 70.7% in 2018. In 2019, U.S. shipments (less exports) were 863.6 million square feet, down 5.2% from 2018. This represented the lowest level of domestic shipments since 2015.

However, Tile of Spain said it sees promise in the U.S. tile market. Ryan Fasan, Tile of Spain’s technical consultant and tile and stone expert, helped kick off Coverings Connected with a discussion on the state of the tile market from Tile of Spain’s perspective. According to Fasan, the U.S. has become a critical market for the Spanish manufacturing segment. Furthermore, product development, marketing and education have turned to focus on North American needs.

Data showed Tile of Spain has grown to represent 18.5% of U.S. market imports by value, making it the second highest. It is also the third highest by volume at 16.9%. The U.S. is now the second top consumer of tile produced in Spain.

“These numbers are incredible given the bearish trend in the U.S. market in terms of imports, which are down 7.4% by value and 5.2% by volume,” Fasan said. “We’ve been building this exponential growth for years. Market share has doubled by value and more than doubled by volume since 2015. It means big things in terms of where product development, promotion and marketing are going.”

The TCNA also pointed to a potential growth opportunity during the show, which centers around an update to the International Building Code (IBC). The update allows designers to specify adhered porcelain tiles aslarge as 48 x 48 or 36 x 72 on building facades. Large-format tile has gained market traction for several years, and many suppliers have embraced the new style while installers have honed their skills to install it. With this update, the popular large-format style—as an alternative to precast concrete, metal panels and other materials for building exteriors— expands market opportunities for retail and work opportunities for qualified tile contractors and installers.

In addition, the TCNA described what it called a transformative collaboration to provide industry-wide material ingredient transparency. The collaboration, covering the ingredients from which ceramic tile and cementitious grouts and mortars are made, will produce a Material Ingredient Guide that includes Certified GreenScreen Assessments of at least 30 of the raw materials most commonly used by the North American tile industry.

“The result of this collaboration within the tile industry will push the market forward and spark even greater innovation and consideration for healthier indoor environments,” said Wes Sullens, director of LEED for the U.S. Green Building Council.

What’s trending

American Olean’s Rochester line blends the visuals of two popular natural stones, limestone and pulpis marble.

In-depth discussions on trends was the talk of the town during the Coverings digital event. The TCNA, Ceramics of Italy and Tile of Spain joined forces to discuss global trends for 2020. From macro to micro, each group discussed the trends of the day that will most likely impact tile and stone design moving forward.

The TCNA and Tile of Spain touched on broader themes that could potentially seed themselves in the creative design of tile and stone. The most prominent were “Maximalism Evolution,” “Aftermath Mash-up,” “Sophisticated Shapes” and “Rural Chic.”

Tile of Spain’s Fasan pointed to Maximalism Evolution and Aftermath Mash-up. “Maximalism is defined by being the antithesis of minimalism,” Fasan explained.“It’strue that we needed a palate cleanser because we had about a decade of minimalism that we were embracing up until last year.”

Marazzi’s Zellige collection taps the ‘blue’ trend for 2020.

Aftermath Mash-up spoke to the colliding of design styles from both the 1920s and 1950s, each informed by the crises that took place before them—more than relevant for today’s world.

Speaking on behalf of the TCNA, Lindsey Waldrep, vice president of marketing for Crossville, pointed to the evolution of shapes. “This design is becoming more androgynous—a little more universal for masculine and feminine,” she explained.

Rural Chic is a nod to “globally glamorous” materials—touting appreciation for indigenous designs. Textures, patterns and bold colors also define this trend.

Ceramics of Italy took a micro lens approach, citing biophilia, blue, geometric stone, material stone, oxides and texture as the six trends taking shape across tile design.

New product showcase

MSI’s Catalina lines blend a traditional wood look with a polished finish.

Tile and stone suppliers may not have been able to showcase their 2020 launches in style at the traditional Coverings show, but that did not stop them from launching innovative, design-driven products for the season as scheduled.

Marazzi and American Olean—both Dal-Tile brands— brought several new lines to market. Marazzi’s five new collections include Zellige, which blends North African tradition with industrial ceramics to create an undulated surface with variation in color tones to accentuate the natural imperfections and hand-crafted look of the collection. The collection is offered in 12 shades and 4 x 4 tile sizes.

American Olean’s two new lines are Bryson Valley and Rochester. Bryson Valley offers an ultra-realistic barn wood visual with authentic hardwood texture in an 8 x 48 porcelain tile. Rochester blends the visuals of two popular natural stones, limestone and pulpis marble. It is available in large-format sizes for the floor, as well as 4 x 12 and 6 x 18 for the wall.

Mediterranea’s Neptune collection is Made in the USA.

MSI was also set to showcase several new lines at the show. Those new launches include the new Catalina collection, which provides the beauty and versatility of a traditional wood graphic with the newness of a polished finish. Suitable for any floor in the home, it can also be used for wall installations. The series is an 8 x 48 porcelain, rectified wood plank manufactured in Spain. It features three colorways, including Ice, Maple and Teak.

Inspired by the Roman god of freshwater and the sea, Mediterranea introduced its Neptune 8 x 8 Italian-made wall tile collection at Coverings 2019. For 2020, it introduced Neptune as a commercially rated, 12 x 12 porcelain floor tile, which is made in the USA. The company leveraged Dynamic HD Imaging (R) technology to integrate distinct colors and shapes with squares and rectangles merged together. Finished installations weave an intricate geometric arrangement that is easy to install but appears handcrafted.

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