TCNA identifies macro tile trends for 2020

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During Coverings Connected, a virtual conference held in lieu of its traditional trade show, the Tile Council of North America (TCNA) unveiled four macro trends it believes will impact tile design in the coming year.

Speaking on behalf of the TCNA, Lindsey Waldrep, vice president of marketing for Crossville, provided an overview. “These trends started before our current state of being,” she noted. “It’s going to be really interesting to see how those trends are going to be affected and how they shift with our reactions to COVID-19 and social distancing.”

The four macro trends are as follows:

Mindfully Modern

“It’s really a new direction taking off from the farmhouse trend that has been with us for so long, focusing on honest and sustainable materials,” Waldrep explained. “A lot of mid-century vibes comes in with traditional materials to make up this ethos.”

Sophisticated Shapes

“This is an evolution from super feminine forms and the millennial pinks we’ve seen prior,” Waldrep explained. “It’s a soft palette with curvy shapes, but mixes in angular geometry and metals that feel sophisticated and welcoming. Pink hasn’t gone away, but it’s more neutral and either stronger or clay infused. This design is becoming more androgynous—a little more universal for masculine and feminine.”

Greek Revival

“Traditional interiors are paying homage to the Greco Roman empire with classic details such as fluting, marble and symmetrical architecture,” Waldrep said. “It plays beautifully with sophisticated shapes. When it comes to tile, marble is everywhere; veining is everywhere. Linear texture and ribbed wall tile gives way to that fluting motif.”

Rural Chic

“The Rural Chic ethos mixes more globally glamourous materials for a mix that says, ‘We are not in Kansas anymore,’” Waldrep stated. “This is part of that experiential movement as well. There are going to be small touches of international input—either from real travel or aspirational travel. From indigenous groups all over the world it will be an appreciation not an appropriation.”

Within this trend, Waldrep said we will see a lot more texture in tile. She also said brushed metal will make an impact, with patterns getting bolder. Natural finishes are trending as well. “Not a lot of high gloss, but more traditional tile finishes mixed with serious color,” she explained. “Brights are going to be in—color is going to be making an impact. People are looking for those moments of joy and happiness.”

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