Tile Magazine March-April 2011

March/April 2011

TILE

!

L VE An edition of TILE Magazine

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Selecting & Applying Tile Adhesives pg. 12 Floor Care: 101 pg. 20 What’s New at Coverings pg. 34 Tiling the Path to a Sustainable Future pg. 39

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Table of Contents March/April 2011 vol. 8, no. 2

TILE

Magazine

Features

12 Selecting and Applying Tile Adhesives Selecting the right tile adhesive, and applying it carefully, are two keys to a durable, long-lasting installation whether you are working with ceramic, glass, or stone tiles, says columnist Michael Byrne. Grout is important because it protects tile edges, but the adhesive layer is even more important because it holds the tile in place, supports it from below, and eliminates voids.

20 Floor Care: 101

Dave Gobis asks, “You ever get that call from the customer who says their floor is ‘wearing out’ after several years of use? How about the one where they can’t keep the grout clean anymore? Most people fail to realize that tile being relatively impervious, hides no soil. Cement grout, being relatively porous, loves soil.” Read what he has to say about basic floor care techniques.

TILE Magazine, Vol. 8, Issue 2 (ISSN 1555-0567) is published 6 times annually, Jan/Feb, Mar/Apr, May/Jun, Jul/Aug, Sep/Oct and Nov/Dec by, BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 3623700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals postage paid at Troy, MI and additional mailing offices. POSTMASTER: Send address changes to: TILE Magazine, P.O. Box 2149, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923 Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to TILE Magazine, P.O. Box 2149, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

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30 Coverings 2011: What to See and Do! International and domestic distributors, contractors, retailers, architects and designers will soon descend upon the Sands Expo & Convention Center in Las Vegas, Nev., March 14-17. Get a jump on the competition by previewing the latest news and offerings in technology, colors and materials from exhibiting manufacturers.

Departments Editorial...................................................................... 6 New Product Showcase ............................................ 8 A Woman’s Perspective .......................................... 26 Art Tile Collection .................................................... 29 Tile Products & What’s New at Coverings.......... 34

39 Tiling the Path to a Sustainable Future As green building initiatives continue to evolve, so too do expectations for the sustainability of building products. Today, product expectations are especially influenced by green product standards and green building specifications. Read what Bill Griese and Eric Astrachan of the Tile Council of North America (TCNA) have to say about the topic and what role the organization plays in the green building community.

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Industry News .......................................................... 36 Calendar .................................................................. 36 Green Matters ......................................................... 38 Tile of Spain ............................................................ 42 Product Marketplace ............................................... 45 Tiles of Italy ............................................................. 46 Tiles of China .......................................................... 48 Tile of Turkey........................................................... 49 Advertiser’s Index .................................................... 51 Classifieds ............................................................... 51 Tile Q & A ................................................................ 52

On the Web Feel like something is missing in your day-to-day activities? Then follow us on Twitter, Facebook and LinkedIn, and let’s start talking! For the most up-to-date information on all industry events, breaking news items, and special web-only features, visit www.tilemagonline.com daily!

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Letter From The Editor

TILE

®

Magazine

Phil Johnson, Publisher [email protected] Arpi Nalbandian, Editor [email protected] John Moore, Senior Editor [email protected] Rick Arvidson, Sr. Art Director Jennifer Allen, Production Manager [email protected] Editorial Contributors: Michael Byrne, Dave Gobis Publishing and Sales Office: 22801 Ventura Blvd., Woodland Hills, CA 91364 Phone: (818) 224-8035, Fax: (818) 224-8042

Just When I Thought I Had Seen It All A few months ago, I was asked by Tile of Spain representative Amanda Eden if I would like to join the annual “Reign In Spain” A+D Tour where four architects and designers and six journalists would find themselves on a week-long trip that included various parts of Spain (Madrid, Zaragoza, Teruel, and finally, Valencia, for the Cevisama show).

A

fter checking my production schedule for this issue, as well as that of Coverings Insider, I decided this opportunity should not and could not be passed up. As a lover of tile, architecture, history and certified foodie, suffice it to say it took me all but one minute to convince myself that I could work on the road while pulling all-nighters in my hotel room to make sure deadlines were met. Well, my plan worked, for the most part. I did get a lot of work done but darn it if I didn’t fall in love with the country, its people and most importantly, the friendships and bonds that were struck with my fellow travelers. Never have I been involved with such a great group of professionals who knew how to be serious when called for, and let loose when it was our “downtime” from the day’s activities. We were inseparable from day one and I can only thank the powers that be at White Good & Co. (Tile of Spain’s PR reps), Tile of Spain, the exhibitors of Cevisama who welcomed our group with tile eye-candy and information, the hard-working and dedicated people at Keraban who opened the doors to their manufacturing facility so we could see first-hand what it took to make

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tile (start-to-finish), and our informative, yet patient guides in Zaragoza and Teruel. In case you missed my live tweets from our various Spanish destinations, including my live coverage from Cevisama’s show floor, I invite you to join TILE on Twitter (@TileMagazine) and me (@TileEditor) so you won’t miss the next live-from-the-show-floor coverage from Coverings in Las Vegas (March 14-17). Feel free to browse through the albums of Reign In Spain/Cevisama images we posted on our Facebook page (www.facebook.com/TileMagazine) to appreciate everything we experienced and felt during that one week. Now that Coverings is here, you too can go on a whirlwind tour of tile-producing countries, such as Italy, Spain, Argentina, Mexico, Turkey, Brazil, China, Palestine, United Kingdom, Vietnam, Portugal, Peru, The Netherlands, India, Israel, France, Germany, Greece, and more! In addition to the great tile and stonerelated products on the show floor, the organizers of Coverings have set forth a program where there is truly something for everyone. Everything from daily featured seminars, the Installation Design Showcase, live Installation Demonstrations, CEUearning conference programs (tailored to the specific needs of installers, fabricators, architects and designers, distributors and retailers), and to end the day, Happy Hour on the show floor. We’ll be at Coverings each day to bring you the top stories and finds, so make sure to follow us on Twitter and “Like” us on Facebook so you won’t miss a thing! TILE

March/April 2011

Tile Accounts Manager Phil Johnson • (818) 224-8035 ext. 2207 Southeast Regional Manager Scott Daniell • (770) 788-6377 Western Regional Manager Dan Lipman • (818) 224-8035 ext. 2206 Northeast Regional Manager Keith Parry • (973) 248-6097 Classified Ad Sales Sharon Ward • (847) 405-4017 [email protected] Italy Paolo Albertazzi • 39-059-686123 e-mail: [email protected] UK/Europe/Mideast Patrick Connolly • 44-170-247-7341 e-mail: [email protected] Fax: 44-170-247-7559 Brazil Lazzaro Menasce • 55-11-3822-4422 e-mail: [email protected] Fax: 55-11-3663-5436 Turkey Hilmi Zafer Erdem • 90-0212-257-76-66 e-mail: [email protected] Fax: 90-0212-287-00-99

For advertising information, call (800) 835-4398. Corporate Office: BNP Media II, L.L.C. 2401 W. Big Beaver Rd., Suite 700 Troy, MI 48084 Phone : (248) 362-3700, Fax: (248) 362-0317

Corporate Directors Timothy A. Fausch – Publishing John R. Schrei – Publishing Lisa L. Paulus – Finance Rita M. Fourmia – Corporate Strategy Director Marlene J. Witthoft – Human Resources Director Scott Kesler – Information Technology Vincent M. Miconi – Production Nikki Smith – Directories Michael T. Powell – Creative Holly Banks – Marketing Beth Surowiec – Clear Seas Research Emily Patten – Conferences & Events Audience Development Cassandra Haggard – Audience Development Coordinator Kelly Carlson – Multimedia Specialist Carolyn M. Alexander – Audience Audit Coordinator Contact Customer Service at: (847) 763-9534 • Fax: (847) 763-9538 • [email protected] List Rental Postal contact: Rob Liska at 800-223-2194 x726 [email protected] Email contact: Shawn Kingston at 800-409-4443-828 [email protected] BNP Media Helps People Succeed in Business with Superior Information

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Product Showcase

Want to see more of the latest in ceramic and porcelain tile trends? Visit www.tilemagonline.com!

195 193

194 192 195 Michelle Griffoul Studios The Santa Barbara Collection from Michelle Griffoul Studios features a soothing yet striking color and design palette inspired by the surroundings of Santa Barbara, CA. Available in six hues, as well as color blends in random size mosaics. Circle 195 on the Reader Inquiry Card.

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194 Bellavita Tile

193 Emil Ceramica

192 Daltile

New from Bellavita Tile is the Botswana series, a new design element for commercial or residential walls, backsplashes, countertops and showers. Boasting a glass and natural slate mosaic tile blend, the new collection showcases the sandy earth, gray stone, green grasses and white clouds of the African nation. Circle 194 on the Reader Inquiry Card.

Emil Ceramica’s Golden Wood collection touts the warm colors found in natural woods. The product’s surface is smooth and plain, with internal wood-like graining. Offered in five colors. Circle 193 on the Reader Inquiry Card.

Palatina Glazed Porcelain floor tiles from Daltile deliver the look of natural travertine with the ease of maintenance associated with quality ceramic tile. Available in 12” x 12” and 18” x 18” sizes, as well as a 3” x 12” bullnose, Palatina’s smooth surface and warm color palette with three colors integrates color variation within each tile, and from piece to piece. Circle 192 on the Reader Inquiry Card.

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March/April 2011

191 187

190 189 191 Floor Gres

190 Marazzi USA

187 Ceracasa

189 Mediterranea

Walks/1.0 from Floor Gres reinterprets the look of quartzite into a porcelain stoneware collection that combines a rough texture with rich colors and graphics. Available in White, Black, Beige, Gray, and in several formats including mesh-mounted mosaics. Circle 191 on the Reader Inquiry Card.

Marazzi USA’s new Timeless collection provides a “fresh take on the perennially popular look of traditional marbles.” The color variations and veining are created through Marazzi’s state-of-the-art 3D printing technique, allowing for infinite design capabilities unique to the company. Offered in five formats and three colors. Circle 190 on the Reader Inquiry Card.

The latest development from Ceracasa, ECOM4Tile, meets four different characteristics “with the biggest potential for the eco-construction or for the sustainable construction” sectors, including energy savings; comfort; easily cleaned; and a biocidal treatment that kills bacteria and reduces odors, the company notes. Circle 187 on the Reader Inquiry Card.

Mediterranea has used advanced digital inkjet graphic design technology to recreate the classic look of heart pine timber with its Heart Pine series of glazed porcelain tile. The fully rectified collection has only recently been made possible with the design capabilities of Mediterranea’s exclusive Dynamic HD Imaging TM program. Circle 189 on the Reader Inquiry Card.

March/April 2011

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185 184

186 188 185 Crossville

186

Crossville’s new Color by Numbers wall tile program features coordinating Aura® Paint from Benjamin Moore® and floor tile from its own Color Blox Collection. Sixteen neutral and saturated colors comprise the collection. Available in glazed gloss and satin finishes in three sizes. Circle 185 on the Reader Inquiry Card.

Dreaming, the latest collection from Lea Ceramiche, reproduces the look of marble using Lea’s Full HD technology. Available for floor applications in two finishes — levigata (polished) and velvet — in three sizes, and four shades (Crystal White, Romance Safari, Grey Temptation and Passion Pulpis). Circle 186 on the Reader Inquiry Card.

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Lea Ceramiche

March/April 2011

184 Monocibec

188 Portinari

Monocibec presents its Ontario collection. Inspired by North America’s large forests, the collection captures the nuances of Maple, Beech, Oak and Walnut with the use of Digital Jet System decorative technology. Offered in two sizes and two finishes, Ontario can be used both indoors and outdoors. Circle 184 on the Reader Inquiry Card.

New from Portinari is Essence, a technologically designed collection that boasts a satiny surface in a large format (90x90cm) floor tile. Offered in several urban shades, including: Bianco, Crema and Nebia. Circle 188 on the Reader Inquiry Card.

Tile That Defines A Space Florida Tile invites you to take the time to sit back and reflect on your space; interior or exterior and admire the beauty and the possibilities that can be. We offer a full line of floor and wall tiles as well as natural stone and decorative elements to complete any look. All in all, we produce a finished product that is both beautiful and responsible.Visit our website or one of our Florida Tile locations for more information.

This product contains recycled content

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Art & Decorative Tile Techniques by Michael Byrne

Selecting and Applying Tile Adhesives

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electing the right tile adhesive, and applying it carefully, are two keys to a durable, long-lasting installation whether you are working with ceramic, glass, or stone tiles. Grout is important because it protects tile edges, but the adhesive layer is even more important because it holds the tile in place, supports it from below, and eliminates voids. Support is critical for all installations, especially those that have to withstand heavy loads or constant foot traffic. Voids in the adhesive layer can cause tiles to crack or collapse when loaded, and on exterior installations in cold climates, moisture can collect in voids and cause freeze-thaw damage. On exterior or wet-area interior installations, voids that collect moisture make excellent breeding grounds for mold and mildew which are extremely difficult to remove. Selecting the wrong adhesive, or applying it incorrectly not only wastes the adhesive, but it can also cause damage to the tiles.

Organic Adhesives There are two main types of tile adhesive: organic adhesives and thinset mortars. Organic adhesives, called mastic in the trade, are pre-mixed adhesives that, in my opinion, are better suited for non-functional installations such as lightweight mosaics installed on a dry, interior wall. When first entering the trade, I used solvent based adhesive for interior floor and wall work and found it to be adequate for most residential applications. As well, the solventbased mastics I used were unaffected by moisture or water. However, the trade-off for strength and ease of use was the industrial high that came with breathing in the fumes. Today, most organic adhesives made for use with tile are latex-based and produce little or no harmful fumes, but the trade-off is

For most tiles, the recommended procedure for spreading adhesive is to use the flat side of the trowel to key the adhesive into the setting bed (Figure 1) and the notched side to apply a uniform amount (Figure 2).

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March/April 2011

Figure 1

that latex-based adhesives are prone to re-emulsification: they soften or dissolve if exposed to water. For this reason alone, organic adhesives should never be used for exterior or wet-area interior applications. 80% uniform contact is the industry standard for adhesives used on dry-area floor or wall installations and to achieve that, a 1/4 x 1/2 x 1/4inch (or larger) U-notch trowel must be used for tiles 10-inches or larger. When applied this thick, a latex-based organic adhesive may not completely cure, and, in fact, may remain soft enough that it offers little or no support for the tiles installed over it: latex-based organic adhesive should only be used on tiles less than 4-inches, and only on nonfunctional installations. Thinset Mortars Forty years ago, there was only one type of thinset mortar called dry-set thinset mortar. It was, and still is, called dry-set because when it was used as the adhesive, tiles did not have to be soaked in water before they could be installed. Today, dry-set refers to Portland cement thinset mortar made without latex. Dry-set thinset mortar is quite strong compared to latex thinset mortars, but it needs to be cured carefully so that it does not completely dry out quickly – this can significantly reduce its strength.

Figure 2

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Figure 3 Dry-set thinset mortar is usually mixed with water, but it can also be mixed with a liquid latex for more strength and a simpler cure since latex tends to hold moisture longer than dry-set. This is a good thing, but it can work against you if your installation calls for porcelain tile. Latex thinset mortar is recommended for

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Figure 4 porcelain tiles, but since porcelain is impervious, latex thinset needs extra time to dry. As stated above, latex can be added as a liquid, or it can also be added – at the factory – as a powder called a dry polymer. Besides convenience, there is less weight to truck around and carry. With large-format tiles more

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Figure 5 Figure 3: To help minimize adhesive squeezing up into the grout joints of thin tiles, I use the flat side of the trowel to gently flatten the notches. Figure 4: When installing tiles 10-inches or larger, thinset mortar should be spread in one direction only to prevent air from being trapped between the tile and the setting bed. Figure 5: When installing tiles with a patterned back, the cavities should be filled with thinset mortar prior to setting them in the mortar spread on the setting bed.

commonplace, thicker adhesive beds are required to provide the required 80% uniform coverage for dry-area installations, and 95% for exterior and wet-area interior installations. Generally speaking, when the adhesive layer needs to be thicker than ¼-inch (produced by a ½-inch notch trowel), a mediumbed thinset mortar should be used. As the name implies, medium bed thinset falls between thin and thick bed, and it differs from dry-set or latex thinset mortars because larger grains of sand are used to build strength and give the mortar body. One thinset mortars that is not made with Portland cement is 100% solids epoxy mortar which is often used not just as an adhesive, but as grout. Depending on the manufacturer, epoxy thinset

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mortar has a wide range of properties unique to each brand. I use 100% solids epoxy mortar and grout solely to install some green marble and other stone tiles that react with water: the bodies of such tiles may warp or distort. When a nonreacting tile cannot be substituted, 100% solids epoxy adhesive should be used. The latest development in thinset adhesives is crack isolation thinset mortar,

which has two functions: adhesive and crack isolation. Crack isolation thinset mortar costs more than dry-set or latex thinset mortars, but in balance, it eliminates the need for a separate membrane and its installation costs. There may be a minimum thickness that must be applied to a setting bed to achieve the desired results, so check each manufacturer’s specific instructions before using.

What will you build first?

Applying adhesives The success or failure of a tile installation can hinge on how well the adhesive has been applied. Tile industry standards require 80% uniform coverage for dry-area, interior applications, and 95% uniform coverage for wet-area and exterior applications. Uniform means that the adhesive covers the back of the tile evenly and without excessive voids that could cause cracks to appear in the tiles. To achieve a uniform layer of adhesive, notch trowels are used. A notch trowel selection chart may be found printed on the back of most sacks of thinset mortar, but the first step I use to determine the best trowel is to use this rough rule of thumb: ¼-inch square notch for tiles up to 4-inches, 3/8-inch square notch for

The success or failure of a tile installation can hinge on how well the adhesive has been applied. Tile industry standards require 80% uniform coverage for dry-area, interior applications, and 95% uniform coverage for wet-area and exterior applications.

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March/April 2011

tiles up to 10-inches, ½-inch U-notch for tiles up to 12-inches, and larger notches for tiles over 12-inches. Next, I try out a trowel on the job site setting bed with the adhesive and tiles selected for the installation, and use a larger or smaller notch to get the desired coverage. For most tiles, the recommended procedure for spreading adhesive is to use the flat side of the trowel to key the adhesive into the setting bed (Figure 1) and the notched side to apply a uniform amount (Figure 2). To help minimize adhesive squeezing up into the grout joints of thin tiles, I use the flat side of the trowel to gently flatten the notches (Figure 3). When installing tiles 10-inches or larger, thinset mortar should be spread in one direction only to prevent air from

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Figure 6

Figure 6: This technique of back-buttering is not just useful for hollow-backed tiles – it increases the bond strength of any tile.

being trapped between the tile and the increases the bond strength of any tile setting bed (Figure 4). When installing (Figure 6). With particularly large tiles with a patterned back, the cavities tiles that require more adhesive than should be filled with thinset mortar usual, I use a notch trowel to increase prior to setting them in the mortar the back-butter layer of adhesive. For spread on the setting bed (Figure 5). best results for tiles installed in wet or This technique of back-buttering is not dry areas, I aim for a minimum 95% just usefulFCITile_TLS1210.eps for hollow-backed12/6/10 tiles – it9:41:05 TILE coverage. AM

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March/April 2011

About the Author Michael Byrne has been a tile installer since 1968 working on residential, Michael Byrne commercial, industrial, artistic and specialty installations. He is the author of two books, numerous videos and hundreds of articles on tile installation. Michael has worked as an independent consultant on installations in North, Central and South America, the UK and Europe, and is one of the founders and was the first president and executive director of the Ceramic Tile Education Foundation (CTEF). Michael is the owner of a consulting, expert witness, and publishing company in Los Olivos, CA, and can be reached at www.michaelbyrne.us.

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Floor Care: 101 By Dave Gobis

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ou ever get that call from the customer who says their floor is “wearing out” after several years of use? How about the one where they can’t keep the grout clean anymore? Most people fail to realize that tile being relatively impervious, hides no soil. Cement grout, being relatively porous, loves soil. One of the most popular reasons for buying tile is the desire for easy maintenance which is often confused with no maintenance. In carpet, you could easily loose a cup of dirt in the fiber and with wood you would probably have to look twice to find it. Not so with tile, it is right there and readily apparent. In our rush to sell and install tile products we often forget to make any mention of the floor care required to keep their investment in that like new

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condition. The danger of not addressing floor care at the time of sale is we leave the customer to their own devices. This may sometimes involve Grandma’s tried and true method of vinegar and water or perhaps Grandpa’s method which is sure to be even worse. Not informing the customer about floor care and the correct products to accomplish that task leaves us vulnerable not only to the possibly ill-advised means of others, but it’s almost like inviting a future complaint. So for this issue, let’s take and look at cleaners and sealers. What is real, what is marketing, and is it really worth the effort? Sealers are usually the first thing that comes to mind when you think about grout, stone, or porous tile products. Sealers should be looked at as

March/April 2011

enhancements, not cures. They don’t fix anything. Contrary to overly optimistic expectations they do not cause the soil to levitate off the tile and grout. They can’t correct nor are they a substitute for correcting bad conditions. If the grout job is poor (soft absorbent joints) due to excessive use of water in the mixing or cleaning, they may provide limited assistance. When the grout joints are

Above: Sometimes big cleaning can be big problems. The owner of this facility complained of gloss loss on their floor over the course of several years. It was found that the cleaner they were using was digesting not only the soil but the tile product as well. Make sure you use suitable products!

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Top Left: This picture shows a typical porcelain tile which is clean; however the grout is dirty. Because the grout was sealed with a good sealer originally the grout was very easy to clean with a mild alkaline cleaner and soft bristle brush. A sealer is not intended to stop the grout or tile from getting dirty. It is however designed to provide a given degree of stain resistance and keep the dirt and contaminates on the surface thus allowing them to be cleaned very easy with the appropriate cleaner and not requiring bleach, vinegar, etc to try and get it back to this condition. Photo courtesy of Custom Building Products Center Left: While not true for ALL polished porcelain, some lighter color polished porcelain can greatly benefit from use of a penetrating sealer. This is often applied prior to grouting to keep the pores exposed in the polishing process from staining. Bottom Left: If you’re thinking acid, then this is not what you think it is. It is actually an oxidizing cleaner which the label warns not to use on cement products. This is what a cement tile looks like after being soaked in the product for several days. The same appearance can be true of acids.

deep below the edge of the tile it will continue to collect soil. If the shower is leaking, a sealer is not going to stop the leak or make it waterproof. They are not cures, they are aids to cleaning allowing increased response times. To overly simplify it, sealers work by providing microscopic particles and a carrier (often water), to plug the holes in porous tile, grout or stone. There are numerous combinations and variations both carriers and fillers dependent on the anticipated pore structure and

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degree of protection desired. To assume that one product will perform equally well whether used on a very porous travertine or to seal impervious polished porcelain prior to grouting is not always correct. Some are designed for use on specific products and others specific applications. Being a very competitive business you get what you pay for. It is quite reasonable to assume a $12 quart bottle from one manufacturer will not provide the same protection as a $24 pint can from another. The first step in sealing is cleaning. If the product is new and the floor has been protected or traffic restricted the effort required is minimal. If the porous tile, stone, or grout has been in service it must be thoroughly cleaned to be effectively sealed. Mopping a floor is not a method of through cleaning; it is a method of minimal soil removal and primarily a means of soil redistribution over a broad area. While a mop picks up very little soil it makes a great application tool for many cleaning products. Cleaners work by loosening and suspending soils for removal. To effectively clean a floor a product must be applied, allowed to dwell on the surface loosening the soil, abraded by the appropriate means, removed by extraction then rinsed followed by more extraction. Sounds like a lot of work and it is. Intensive cleaning is usually done with alkaline floor cleaners. They are favored for their aggressive removal of soils but as previously mentioned; require a good rinse after use, especially if a floor is to be sealed. For everyday cleaning pH neutral cleaners are the preference when needed. These are most often mild cleaners that do not leave a film or require rinsing. Products to be avoided are those which contain vegetable or other oils. These leave a film coating

Add some speed at the tile backer position. When your team hits the showers—or the kitchen— Diamondback™ Tile Backer will add speed to your game. Diamondback’s unique textured pattern and coating help grip tiles to prevent slippage during installation X Lighter weight than traditional cement or glass-mat gypsum backer boards X No need to install additional vapor barrier X Scores and snaps like regular gypsum board X

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Sealers are designed to provide a given degree of stain resistance and reaction time to clean it up. They are not stain proofing agents. Spills should be cleaned up as soon as they occur or are noticed. Photo courtesy of Custom Building Products.

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on the floor and have a dulling effect on glazed tile. As they build-up they can also become very slippery. Acids are products to be used with extreme caution. Acids are not cleaners, they are eaters. They eat away at the finish of both the tile and grout. Many a floor has been ruined by a single use, especially stone. Use of acids on a regular basis with tile products that will tolerate it often end up so abrasive they are nearly impossible to maintain. This includes use of the famous vinegar and water. If you’re a retailer, nearly every tile manufacture has a care brochure you can hand out. Most commercial projects require floor care be part of the submittal package. For our residential customers, we used to give out sample size containers of appropriate sealers and cleaners at no charge. While far from the biggest tile shop around, in a few short years, we were the number one wholesale purchaser of cleaning products in our area. Not a day went by where someone did not come to the store to purchase cleaning products. Another consequence of that proactive approach is we rarely received a complaint and if we did, easily chagrined the customer with the fact we gave them instructions and free product with their purchase. Try it, you will like it. TILE

About the Author

www.suntouch.com Circle 10 on Information Card

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David M. Gobis, a third-generation tile setter, is an independent Technical Consultant. Mr. Gobis is an author of over 100 trade-related articles and a frequent speaker at industry events. He is a voting member of The American National Standards, and Tile Council of America Installation Handbook committees. He can be reached via email, [email protected].

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A Woman’s Perspective by Jeanne Nichols

Satisfying the Prominent Influencer

I

f you are looking for a way to wow women in your business and create a customer for life, read on. When it comes to making buying decisions women have a strong voice and direct influence. This is not earth shattering news as everyone has heard this and have either done their due diligence to explore this idea further or has dismissed this as total “mumbo jumbo.” Recently I saw an article in an industry trade publication discussing innovations and insights and of the 15 panelists there was not one single woman on the panel, it made me wonder how insightful the panel could be, if in fact, women and their opinions or insights are not considered vital. After 25 years of experience in the tile industry, nothing has opened my eyes more to the importance of connecting with women in our stores and businesses than in the last year. My husband and recently opened a retail business selling furniture, tile, art and accessories and women shoppers have been a critical factor to our early success. Based on immediate and past experience there are two ways that women approach purchases: emotionally/reactive, or through research/discussion. Either way, it’s important that we are diversified

enough to meet and have the flexibility to connect with them whatever their approach. Before, during and after the sales process, there are opportunities to influence and satisfy women buyers. Putting a few simple actions into play can help us be more effective and increase our ability to connect. Before Women have a tendency to research and review on-line products and stores prior to actually visiting showrooms/businesses. It’s important that you have a web presence and a website that is user friendly, neat

Personal contact with these prominent influencers can help you assess through visual clues as to how they want to be addressed.

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and organized and easy to navigate. Also important is the connection between you and the customer. There is no better way to do this prior to their in-store visit than a Facebook fan page or Twitter. During Once she has made the decision to check out your store and products it is important that your showroom have the same characteristics you have exhibited on your website; user friendly, neat and organized (let me add here - clean), easy to navigate and is visually exciting. Personal contact with these prominent influencers can help you assess through visual clues as to how they want to be addressed. If they are making eye contact and chatty, then it is important to interact with them through conversation. I’ve found through this conversation she is making a judgment as to whether you are really an engaged listener - that when she speaks you are really listening and she is giving you clues through her conversation as to what her interests are and what is important to her. If she is aloof and doesn’t make eye contact, usually she wants to take in some additional information

Out-performing competitors is what you do. OUT-MARKETING them is what we’re here for. BNP Custom Media Group assists you in the composition and delivery of useful, engaging content to your customers. Our publishing expertise serves you in providing your existing and potential clients information in the media formats that they desire to receive it. Whether your strategy is to create your

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about the store and the environment before beginning a discussion or she may be concerned about being pounced on and given a sales pitch. Be prepared to give an opinion, women generally want advice and suggestions. Opinions, contrary to popular belief, aren’t threatening because those that need direction will appreciate

the opinion and those that have their own opinion aren’t generally deterred by others advice. It is important that your conversation is genuine. I’ve found the women are used to being patronized and can spot it a mile away. Also important, whether dealing with women or men, is to provide

MOULDINGS for CERAMIC TILE installations

information that people don’t generally know (interesting trivia is always fun). We all enjoy learning something new, and in our industry there are always new and exciting things being brought to the market. Showing the latest and greatest, prefacing that you know this is not what they are looking for, but you thought she might want to see some of the latest innovations or trends, lends credibility to you and your organization as being “in the know.” After Follow-up after the contact, whether it led to a sale or just a conversation, is important. Just as dating women like to know if you had a good time or enjoyed the outing, it is a good idea to touch base either via email or phone and acknowledge the encounter at the store. Silence often sends a message that the encounter wasn’t notable. A simple email, note or phone message acknowledging that she was in the store, purchased the product, or to have been given an opportunity to share some ideas with her is a great way to continue the connection. I’m hoping that 2011 brings you growth and profitability and that your business is one that helps women enjoy being a part of our exciting industry. TILE

www.diaplas.com

About the Author

Quality of products, Promptness in delivery shipment, Excellent after sale service contributes to put Diaplas, at a high level in the competitiveness zone. Call us to get your free samples and literature 1-888-342-7527

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Jeanne Nichols has worked with regional and national organizations Jeanne Nichols throughout the United State, as well as serving as vice-president of sales and marketing for the US division of an international tile manufacturer. Currently, she is owner and lead consultant for StarGrass Partners, a company posed to provide consulting services in marketing and sales to the tile industry, and founder of the networking group Women In Tile.

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Coverings 2011 focuses on lifestyle changes, technology By Arpi Nalbandian, editor

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ith Coverings 2011 just days away, organizers of the show are preparing to receive thousands of attendees and more than 1,000 exhibitors in what is touted as “The Ultimate Tile + Stone Experience.” For its 2011 edition, Coverings will be hosted in Las Vegas’ Sand Expo and Convention Center, March 14-17, within 300,000 square feet of exhibition space. The four-day event features more than 70 free-of-charge CEU-earning educational sessions tailored to the specific needs of architects/designers, distributors, retailers, installers, fabricators, and builders/remodelers. In addition to the exhibits and educational sessions, attendees can once again look forward to: • Project: Green: Sustainable projects featuring tile and stone from the past two years • Coverings Spectrum Select: Featuring the newest products in the tile, stone and allied products segments.

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• Live Installation Demonstrations: “How-to” classes offering an up-close look at how top contracting pros handle a variety of challenging tile installations. Sponsored by the Tile Council of North America (TCNA) and the National Tile Contractors Association (NTCA). • Green Programming: Sustainabilityspecific conference programs. • Coverings Happy Hour: Afterhours networking event that takes place on the show floor. • Bring Your Clients to Coverings: A program that encourages architects and designers to bring their clients to Coverings.

TCNA. The 2011 TCA Handbook promises to be one of the most significant revisions to ever take place. In addition to many new methods and revisions, a new supplement to the Handbook on natural stone tile installations will also be unveiled. The afternoon session spotlights the A+D community with Lifestyle + Tile 2011 with Robin Avni, lifestyle topics, insights + trends. On Tuesday, Jonathan Trivers of Marketing Wit and Wisdom leads the day with his distributor and retailer featured session, I Can See Clearly Now. Ali Azhar, Alive Design, and host of HGTV’s Design on a Dime, takes command of the A+D featured session

To meet the needs of the show’s attendees, Coverings’ organizers have ramped up the educational program by offering two featured sessions daily. On the agenda for Monday, March 14, the Opening Keynote/Contractor and Installer featured session is The 2011 TCA Handbook, presented by the

Above: Certified Tile Installer (CTI) program candidates work on the hands-on aspect of their certification testing.

March/April 2011

Ceramic Tiles of Italy. A natural beauty. Choosing Italian tiles is a question of style. Beauty alone is no longer enough, you have to create harmony which is beauty and respect together. The beauty of a product of superior technical quality along with respect for working conditions and the environment.

For more information, please contact: Italian Trade Commission – Ceramic Tile Department – 33 East 67th Street – New York, NY 10065-5949 – ph (212) 980-1500 – fax (212) 758-1050 – [email protected] Ceramic Tiles of Italy, promoted by Confindustria Ceramica, is a registered trademark of Edi.Cer. S.p.a., the organizer of CERSAIE, International Exhibition of Ceramic Tile and Bathroom Furnishings – Bologna, Italy, September 20-24, 2011 – www.cersaie.it

www.italiantiles.com Circle 37 on Information Card

MAPEI Corp. provides one of many live product demonstration opportunities during Coverings.

with Understanding the Synergy between Designers and Contractors. Stone fabricators and their use of the internet will be the focus of Wednesday morning’s featured session. Led by Marty Gould of Focalize Now, attendees will learn about Internet Marketing Way Beyond Your Web Site. Also on Wednesday is the final featured session for the A+D community. Leatrice Eiseman, Eiseman and Associates,

Inc. addresses “the road map to color for 2012” in her Color Directions: Twists, Turns and Trends presentation. Installation and training on the nuances of ceramic tile also take center stage during Coverings with the two-day Certified Tile Installer (CTI) program launched by the Ceramic Tile Education Foundation (CTEF). Since 2008, CTEF has offered the two-day certification opportunity, which includes a rigorous 1-1/2 day hands-on exam and a 155 question open book written test, during Coverings. For more information on CTEF or the CTI program, visit www.tilecareer.com or call (864) 222-2131. Coverings is sponsored by ASCER (Ceramic Tile Manufacturers Association of Spain), CONFINDUSTRIA CERAMICA (The Italian Association of Ceramics), Ceramic Tile Distributors Association (CTDA), National Tile Contractors Association (NTCA), and Tile Council of North America (TCNA). For more information about Coverings, visit www.coverings. com, or contact show management at (703) 683-8500. Also visit www.coveringsinsider.com, the show portal that offers continuously updated information on what to do and see at Coverings, show-specific breaking news, photos, events, happenings, daily educational schedules, products, and videos. Lastly, we’ll once again provide live coverage from the show floor. Follow us on Twitter at twitter.com/TileMagazine and twitter.com/TileEditor for up-to-the-minute details and discoveries! TILE

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TILE

Magazine

Need Reprints? Contact Jennifer Allen 818-224-8035 x 2214 • [email protected] Circle 7 on Information Card

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Tile Products & What’s New at Coverings!

CUSTOM BUILDING PRODUCTS

Custom Building Products unveils CEG-Lite epoxy grout New from Custom Building Products is CEG-Lite™ Commercial Epoxy Grout, a lightweight 100% solids epoxy grout formulated with CustomLite® Technology. The product, which has been formulated to offer high stainand chemical-resistance, exceeds ANSI 118.3, and can be used with virtually any type of tile including ceramic, porcelain, glass, mosaic, Saltillo, brick, pavers, natural stone and even green marble.

197 COVERQUIK TILE CO. 199 MAPEI ULTRAFLEX LFT RAPID

MAPEI’s new mortar ideal for large format tile MAPEI has introduced Ultraflex™ LFT Rapid mortar to its line of fast-setting tile and stone installation systems. Its non-sag, medium-bed and thinset mortar characteristics are ideal for installing large-format tile and stone on interior and exterior floors, walls and countertops. See us at Coverings, Booth #3144 For details, circle 199 on the Reader Inquiry Card.

CoverQuik Tile Co. offers installation alternatives CoverQuik Tile Co. has launched a new lightweight product that is “quick and easy to install” over existing wall coverings, including tile. The peel-andstick product is available in natural stone, glass, metal mosaics and tile. See us at Coverings, Booth #21 For details, circle 197 on the Reader Inquiry Card.

200 LATICRETE GLASS TILE ADHESIVE

Laticrete intros new one-step Glass Tile Adhesive Laticrete has launched its Glass Tile Adhesive, a new one-step polymerfortified adhesive mortar that’s been specifically formulated for glass tile applications. The product features a consistent, ultra-white color that can be mixed on-site. It’s approved for any type of glass tile on floors or walls in interior or exterior applications, including continuous submersion and other water features. For details, circle 200 on the Reader Inquiry Card.

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198 CERTAINTEED

CertainTeed unveils Diamondback Tile Backer CertainTeed introduces Diamondback Tile Backer, a “high-performance tile backer that features an industryfirst bonding technology that makes tile installation simpler, faster and less costly,” the company says. Features include reinforced embedded glass mats, patent-pending polymer coating, and more. For details, circle 198 on the Reader Inquiry Card.

March/April 2011

196 SCHLUTER SYSTEMS

Schluter Systems’ Kerdi-Line touts low profile The new Kerdi-Line drain is a lowprofile alternative to traditional shower drains. The drain features an adjustable grate frame in a square trim design to accommodate a range of tile thicknesses. Grate lengths range from 20” to 48” nominal and are available in three interchangeable grate designs. See us at Coverings, Booth #2851 For details, circle 196 on the Reader Inquiry Card.

140 TILES OF SPAIN 198 PEARL ABRASIVE

Pearl Abrasive The Tuscan Leveling System™ has been designed to assist anyone during the installation of ceramic, porcelain, marble, granite and other stone tiles. The two-piece, cap-and-strap installation system allows installers to align, level, space and hold each tile for proper alignment. See us at Coverings, Booth #2450 For details, circle 138 on the Reader Inquiry Card.

Tiles of Spain Schools, airports, healthcare. For a space that never rests, ceramic tile is poised to be on the job 24/7/365. Characteristics like durability, easy maintenance, hygienic properties and low lifecycle cost create the perfect package of benefits for these demanding venues. For more information, contact Tile of Spain: 305446-4387 or www.spaintiles.info. See us at Coverings, Booth #2326 For details, circle 140 on the Reader Inquiry Card.

142 KERABEN

Keraben The warmth of textile reinvents itself with Keraben’s Atelier line. Presented in beige and white shades only, and highlighted with a new decorative style in relief. Suitable for high-traffic areas, such as commercial facilities, public halls and buildings. See us at Coverings, Booth #2831 For details, circle 142 on the Reader Inquiry Card

141 FLORIDA TILE 139 STONEPEAK

StonePeak Ceramics StonePeak’s newest collection, Raja, replicates the exotic slate found in India thanks to the most advanced ink jet technology on the market. The variation in colors and texture found in the Raja collection interpret even the smallest details of the quarried slate, making Raja a real innovation in the industry. Raja is available in three varying colors, three sizes and comes with a complete trim package. www.stonepeakceramics.com See us at Coverings, Booth #3414 For details, circle 139 on the Reader Inquiry Card.

Florida Tile The Pristine series combines a classic natural stone look with a modern large format wall tile. Created in a Crema Marfil, the tile has a light background with delicate veining in subtle Greys and Oranges unique to the stone. Available in a natural finished porcelain floor tile and a shiny ceramic wall tile, the smooth texture and subtle veining give the rich look of marble with none of the maintenance associated with natural stone. See us at Coverings, Booth #3112 For details, circle 141 on the Reader Inquiry Card.

143 BODE CERAMIC

Bode Ceramic New from Bode Ceramic Tile USA is the Crifun collection that boasts six colors, including Cream, Beige, White, Grey, Black and Brown. The Lappato surface tile is available in 12”x12”, 12”x24” and 24”x24” formats. See us at Coverings, Booth #12629 For details, circle 143 on the Reader Inquiry Card

March/April 2011

www.TILEmagonline.com

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Industry News Latest Breaking News at www.tilemagonline.com

David Allen Co. presents $5K scholarship to architectural student

Calendar Mosaic Arts International 2011 Feb. 18 to March 30, Austin, TX www.americanmosaics.org Coverings 2011 March 14-17, Las Vegas www.coverings.com

Art Odom (left), David Allen Co. Vice-President/CFO, presents the 2010 David Allen Company Scholarship to architectural student Matthew Petr.

F

or the past 15 years, David Allen Company has awarded a $5,000 scholarship to a gifted and promising architectural student at the North Carolina State University College of Architecture. The 2010 award was recently made to Matthew Petr, who has been identified by the Design School faculty as a promising

leader in architecture. The Dean of the college makes the selection to either a graduate or an undergraduate student. Robert Roberson, Chairman/CEO of the company states that David Allen Company has a long history of promoting the use of tile, marble and terrazzo through its relationship with and support of architectural and design schools.

Tile Doctor Shield named as Edison Awards finalist

T

ile Doctor Shield™, an antimicrobial product approved for hard surfaces, has been named as a finalist by the internationally known 2011 Edison Best New Product Awards™. Shield is a finalist in the Consumer Packaged Goods – Household category, one of 12 categories honored by the Edison Awards. The distinguished awards symbolize the persistence and excellence personified by Thomas Alva Edison, inspiring America’s drive to remain in the forefront of innovation, creativity and ingenuity in the global economy. “This year’s Awards recognize a broad array of innovations including far-reaching products, services and technologies that impact daily life,” said Edison Awards Steering Committee chair Sarah Miller Caldicott, a great grandniece of Thomas Edison. “The awards applaud the forward-thinking

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innovations for which Thomas Edison remains internationally admired. It’s exciting to see companies like The Tile Doctor continuing his legacy of challenging conventional thinking.” “We are extremely honored to be a finalist for such a reputable award, we feel Shield is a game changer in the household cleaning space and this recognition reinforces our hard work and commitment to create a product that is not only effective but is also non-toxic and 100% safe to use in the home,” said Curt Rapp, founder and CEO of The Tile Doctor. “At The Tile Doctor our goal is to provide continuous innovation and environmentally-friendly products, and it’s truly humbling for Shield to be recognized for just that.” For more information about the Edison Award finalists, please visit www.edisonawards.com.

March/April 2011

Revestir 2011 March 22-25, Sao Paulo, Brazil www.exporevestir.com.br Domotex asia/ChinaFloor 2011 March 22-24, Shanghai, China www.domotexasiachinafloor.com Expo Build China 2011 March 29 to April 1, Shanghai, China www.expobuild.com 12th Ceramics, Tile and Sanitary Ware China 2011 March 29 to April 1, Shanghai, China www.ceramics-china.cn China Int’l Ceramic & Sanitaryware Fair Foshan April 18-22, Foshan, China www.eccc.com.cn/en/ StoneTech 2011 Beijing April 20-23, Beijing, China www.stonetech.org.cn Kitchen & Bath Industry Show (KBIS) April 26-28, Las Vegas www.kbis.com AIA 2011 National Convention & Design Exposition May 12-14, New Orleans, LA www.aiaconvention.com NeoCon 2011 June 13-15, Chicago www.neocon.com For more events and training/ educational opportunities, visit www.tilemagonline.com.

SURFACES 2012

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The Co-Location Continues

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MAPEI’s Quebec location achieves ISO 14001 certification

MAPEI Americas President and CEO Luigi Di Geso (left) and Giovanni Giorgi, MAPEI’s Environmental Health & Safety (EHS) Manager in Canada (right) holding the English and French ISO 14001 certificates for Environmental Management System.

M

APEI’s Laval, Quebec, plant – the first of 18 MAPEI facilities established in North America – achieved another first for MAPEI Americas as it gained ISO 14001 certification for its Environmental Management System. In 1998 the MAPEI Group’s main production and distribution centre in Robbiano di Mediglia (near Milan, Italy) incorporated the Environmental Management System in accordance with the ISO 14001 standard. The experience gained from involvement with Responsible Care and the already-certified Quality System at MAPEI served as a solid base on which to build the Environmental Management System. The two systems, in fact, share many common features, such as prevention, leadership commitment to continuous improvement, organization, documentation, objective evidence of achieved results, and personnel training. In 2004, the Latina plant also attained ISO 14001 certification. “We have done groundbreaking work here,” said Luigi Di Geso, President and CEO of MAPEI Americas, “and we are extremely proud of our people who helped us gain the ISO 14001 certification. MAPEI is strongly committed to building a sustainable environment for our plants, our employees and our products. We will now push forward to ensure all our plants in the Americas, one by one, will attain this prestigious level of accomplishment.”

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March/April 2011

UL Environment acquires GreenGuard Environmental Institute

U

L Environment, a business unit of UL (Underwriters Laboratories), an independent product safety certification organization, announced has reached an agreement with Air Quality Sciences, Inc. (AQS) to acquire AQS and its certifying body, the GREENGUARD Environmental Institute. AQS and GREENGUARD provide the North American with product emissions testing and third-party indoor air quality certification. AQS helps manufacturers identify the chemicals being emitted from their products using state-of-the-art equipment and testing laboratories. GREENGUARD Certification helps manufacturers communicate their sustainability message to the marketplace by providing assurance that their products have been independently evaluated for low chemical emissions. “This acquisition combines AQS’s world-class technology and expertise, as well as GREENGUARD’s brand recognition and scientific rigor, with UL’s trusted history of standards development, testing, and compliance to create a more comprehensive solution for testing and certification,” said Steve Wenc, president of UL Environment. “Together, we’ll help consumers, regulators, and other interested parties make informed product purchases by providing clarity around indoor air quality claims.” “By joining forces with such a recognized and reputable brand as UL, we are confident that we will boost consumer confidence in the green product marketplace,” said Dr. Marilyn Black, founder of the GREENGUARD Environmental Institute and chairperson at AQS. “Additionally, this strategic partnership will allow us to enhance our position as the North American indoor air quality market leader and help us expand our reach into the global market.” Combined, GREENGUARD and AQS leadership has more than 120 years of experience in chemistry, chemical and mechanical engineering, microbiology, public health, and industrial hygiene. Both AQS and GREENGUARD will help bring greater value to UL’s existing customers and extend UL’s reach to a broader range of companies that seek to minimize their environmental impact.

Green Matters is a new section where TILE readers can quickly reference news items, feature articles and products detailing carbon footprint reduction, sustainable environmental quality enhancements, LEED point contributions, and more. Visit TILE’s website (www.tilemagonline.com) to access the entire Green Matters section.

Tiling the Path to a Sustainable Future By Bill Griese and Eric Astrachan, TCNA

A

s green building initiatives continue to evolve, so too do expectations for the sustainability of building products. Today, product expectations are especially influenced by green product standards and green building specifications. While environmental responsibility is still at the heart of all green endeavors, other concepts ranging from human health to social responsibility also play a role in what is considered green. The Tile Council of North America (TCNA), its members, and members of the greater green building community are considering a full gamut of sustainability initiatives in an effort to create a broad and wide-ranging sustainability standard, titled Green SquaredSM, for the many products that go into sustainable tiling systems. Not only will sustainable tile be considered, but also the mortar, grout, and many other products needed for finished floors and walls. Additionally,

building on these efforts, TCNA and its members are working to raise awareness and integrate sustainable tile industry practices into green building standards and rating systems. Green SquaredSM: A Standard for Sustainable Tiles and Installation Materials Green SquaredSM will focus on product standardization in accordance with the North American green building industry’s practices, expectations, and leading initiatives. In fact, it will be the first sustainable building material standard to encompass a full range of products within an industry. It will also standardize sustainability concepts which are unique to the tile industry. As part of an industry with a wealth of durability standards, best practice installation standards, and responsible manufacturing techniques,

the following requirements are being considered for inclusion: • Recycled or reclaimed material content within the product • Responsible product packaging • Product compliance with industry product performance standards • Little to no product emissions • Established responsible cleaning and maintenance guidelines • Manufacturer particulate emission specifications • Manufacturer fuel specifications • Responsible raw material sourcing • Manufacturer Environmental Management Plan (EMP), including

Above: Once released in 2012, the IGCC will likely become a new baseline by which green buildings are designed.

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utility audits, water conservation mechanisms, and waste minimization • Manufacturer social responsibility strategies • Corporate compliance with environmental regulations, labor laws, safety regulations, and Federal Trade Commission green marketing regulations Additionally, above and beyond mandatory criteria in Green SquaredSM, sustainability elective criteria are being considered to further advance and recognize sustainability initiatives. These electives address a wide range of sustainability issues ranging from post-life product collection to product solar reflectance. Green Squared SM will soon be considered by the American National Standards Institute (ANSI) A108 Committee, which represents a diverse cross section of tile industry and green building community stakeholders. Once approved, it will serve as a valuable

tool and clear standard for assessing the overall sustainability of tiles and installation materials in today’s green building world. Tile Sustainability Acknowledged in Green Building Standards and Rating Systems Through the efforts of TCNA and its members, in April 2010, the United States Green Building Council (USGBC) issued an addendum to section IEQ 4.3 of Leadership in Energy and Environmental Design (LEED) Version 3, which stated the following: “Mineral-based finish flooring products such as tile, masonry, terrazzo, and cut stone without integral organic-based coatings and sealants...qualify for credit without any IAQ (Indoor Air Quality) testing requirements.” Furthermore, a recent LEED 2010 draft containing proposed language for LEED Version 4 stated:

CTIOA

Once approved, Green Squared will serve as a valuable tool and clear standard for assessing the overall sustainability of tiles and installation materials in today’s green building world.

Ceramic Tile Institute of America Inc. 12061 Jefferson Blvd. Culver City, CA Phone 310-574-7800 Fax 310-821-4655 [email protected]

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Various Consulting Services Include: • Technical Assistance • Specification Review

• Product Development Assistance • Inspection Services • Expert Opinion/Witness • Testing Services • Forensic Research • Field Quality Control • Thermal Imaging • Specification Writing • Educational Services

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Gray LaFortune Executive Director [email protected]

Jeffrey Pompadur Hawaii and Pacific Dir. [email protected]

Dave Gobis Technical Consultant [email protected]

Ralph Williamson Southwest Dir. [email protected]

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Paul Wilson Asst. Executive Director [email protected]

March/April 2011

“Products that are inherently nonemitting sources of VOC s, specifically stone and ceramic...and glass without integral organic-based surface coatings, binders, or sealants, are considered fully compliant without any VOC emissions testing.” This means that based on the nonemitting nature of tile and cementbased tiling products, the green building community now recognizes VOC-free (volatile organic compound) surface coverings through test exemptions in green building standards. In most cases, ceramic flooring is no longer required to undergo emissions testing in order to be in compliance with indoor air quality specifications for surfacing materials. International Green Construction Code TCNA participated in the preliminary drafting of the new International Green

related installation materials to sustainable construction. With IGCC development still in progress, TCNA will continue to participate in public hearing and comment activities.

In most cases, ceramic flooring is no longer required to undergo emissions testing in order to be in compliance with indoor air quality specifications for surfacing materials.

Construction Code (IGCC). Once released in 2012, the IGCC will likely become a new baseline by which green buildings are designed. Like plumbing or electrical codes, the green code will be considered law if adopted by local jurisdictions. In the development of this code, TCNA represented the tile industry by providing critical insight into the contribution of tiles and

In Summary Product standards and green building specifications have a profound impact on all segments of the tile industry. Through the development of Green SquaredSM, TCNA and its members are transforming inherent tile industry sustainability strengths into standardized sustainability expectations and are developing initiatives to further improve the sustainability of tile industry products and meet the evolving expectations of the North American green building community. Also, as active and concerned members of the green building community, TCNA and its members are sharing their expertise and participating in the development of green building standards and rating systems. With its green efforts in full force, the North American tile industry is endeavoring to make it easy for builders to tile their way to a sustainable future! TILE About the Authors: Bill Griese, LEED AP, is the Standards Development and Green Initiative Manager at the Tile Council of North America (TCNA). Eric Astrachan serves as Executive Director of the TCNA.

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Tile of Spain News By Amanda Eden, Tile of Spain representative

Tile of Spain: Coverings 2011

F

or the 24th year, Tile of Spain will bring one of the largest foreign delegations to Coverings, offering visitors a glimpse at the most advanced ceramic tile technology the world has to offer. A visit to the 19,800-squarefoot Pavilion of Spain will give guests a front row seat to experience the cuttingedge technology, sustainable design and diverse architectural solutions from Spain. The 2011 Spanish delegation will consist of more than 40 ceramic and stone manufacturers, a 25% increase in exhibitors over the previous year. The Tile of Spain information and hospitality booth #2326 located in the center of the pavilion, holds a variety of literature including the pavilion directory – your guide to the mustsee Spanish exhibitors at Coverings. Audiovisual presentations will run throughout the show including the recent Tile of Spain Award-winning architectural and design projects and an overview of Spanish innovation, design and technology. With a tour of the Spanish Pavilion, visitors will come to understand why

Tile of Spain touts the message “Yes, We Choose Spanish Ceramic.” Spanish tile is the ceramic of choice not only because of the products’ progressive designs but also because of Spain’s unrestrained creativity, capacity to innovate, constant technological initiative and responsibility to the environment.

Right: 100% recycled glass mosaic tile by Alttoglass

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Activities in the Spanish Pavilion • Daily educational seminars Attend “Balance-Rebalance,” daily educational seminars geared towards retail ceramic consultants and design professionals, presented by Patti Fasan, Tile of Spain’s ceramic sales associate. Full details below. • Wine and Tapas - Savor authentic Spanish tapas, wine and other refreshments every day of the show from noon to 2 pm. Educational Focus Tile of Spain has for more than 10 years devoted a significant amount of energy and resources to continuing education within the U.S. ceramic tile industry. This educational focus continues with several seminars given

Circle 27 on Information Card

Apavisa’s Nanoeclectic

by Patti Fasan and partner Ryan Fasan offered at Coverings, including: At the Tile of Spain Pavilion Balance – Rebalance Success in the past two years has taken resolve, courage and a flexible game plan. While calmer waters are hopefully on the horizon for 2011, you must continue to be adaptable and ready to balance and rebalance strategies, assumptions and viewpoints. Join us at the Tile of Spain Pavilion: we will strategize, reveal new competitive advantages, identify permanent consumer shifts, needs and desires and arm you with the “street smart” tools you must acquire to succeed in 2011 and beyond. Monday, March 14: 12:15-12:45 pm, 1:15-1:45 pm; Wednesday, March 16: 12:15-12:45 pm, 1:15-1:45 pm, 12:15-12:45 pm Conference Programs Strategies to Improve Market Share Over Competitive Products This session will provide every aggressive retailer with: specific tools; an analysis across all flooring sectors; and effective strategies to strengthen ceramic tiles position as a premiere material finish choice. Discover compelling ideas and concepts you will be able to employ to promote ceramic tile and capitalize on its future opportunities. Tuesday, March 15: 9:15 - 10:15 am

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The Edge: The Latest Innovations in Tile Learn about leading edge technology and the evolving and changing formats of ceramic including photovoltaic, thin tiles, porcelain and “large format”. Where is the industry headed technologically? Don’t miss this opportunity to see the future and bring your questions. Tuesday, March 15: 2:45 - 3:45 pm

Ceramic Tile Specification: Facts, Myths & Tools Specification of ceramic tile doesn’t need to be a confusing process. This session strives to clear the proverbial waters by debunking common myths, detailing useful facts and offering all the tools required to ensure a successful ceramic tile specification under any circumstances. Wednesday, March 16: 9:15 - 10:15 am Environmental Ceramic Tile: Gray Area or Green? Facts are seldom black and white but the common sense sustainable benefits of tile are not a gray area; they are decidedly green. Environmental issues regarding: indoor air quality; occupant health & safety; product durability and replacement frequency; affordability; maintenance/cleaning products and the ecosystem as well as the burden on landfill sites will have participants

Manufacturers to see at the Spanish Pavilion Adex #2817 Alttoglass #2520 Apavisa Porcelanico #2218 Argenta Ceramica #2829 Artemarmol #2034 Azteca #2530 Azulejera Alcorense #2423 Azulev #2614 Azuvi #2123 Bateig Piedra Natural #2123 Ceramica Gomez #2826 Ceramicas Aparici #2318 Ceramicas Fanal #2619 Ceramicas L’Alcalaten #2019 Cicogres #2430 Cifre Ceramica #2939 Colorker #2629 Compac The Surfaces Company #2032 Emac Complementos #2223 ESTONE, Sociedad Cooperativa Especial #2238

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Euroshrink #2438 Ezarri #2023 Granitos De Atios #2025 Grespania #2623 Hatz Spain #2323 Keraben #2831 Keros Ceramica #2420 La Platera #2439 Land Porcelanico #2218 Levantina y Associados #2234 Marmocheck #2134 Mosavit Alcalaten #2125 Onix Mosaico #2839 Pamesa Ceramica #2813 Peronda Ceramicas #2416 ROCA #2523 Stone Mall #2038 Tau Ceramica #2634 The Size Sintered Ceramics #2029 Undefasa #2626 Vidrepur #2820 Zirconio #2631

Product Marketplace

Manhattan by Roca

THRESHOLDS AND WINDOW SILLS IN STONE Stock Materials: Travertine, Crema Marfil, White Carrara, Absolute Black and Pure White. Stock Designs: Standard ¼” or Hollywood (Handicapped) Bevel ADA Thresholds, Shower Curbs and Corner Shelves. Stock Dimensions: Window Sills: 3”, 4”, 5”, 6”, 7”, 8”, 9”, 10”, 11”, 12” wide by 36”, 56” and 74” long Thresholds: 2”, 4”, 4 ½”, 5”, 6” wide by 36” long. All prefabricated and ready for shipment in Florida. STONEXCHANGE 9635 NW 13th Street Miami, Florida 33172 T: 305 513 9795 F: 305 513 9932 www.stonexchange.net For details circle #135 on the Free Information Card.

questioning whether they have addressed all aspects of building green. Wednesday, March 16: 10:30 - 11:30 am For more about tile produced in Spain, call (305) 446-4387 or visit www.spaintiles.info. TILE MAPEI’S TOPCEM PREMIX ACCELERATES TILE INSTALLATION New from MAPEI, Topcem Premix is a ready-to-use mortar that requires only water to create a 4” thick, high-strength screed that allows tile to be installed after just 24 hours. Designed to look, feel and finish like ready-mix concrete, Topcem Premix is ideal for filling trenches, re-sloping balconies and forming screeds, the company says. See us at Coverings, Booth #3144 For details circle #138 on the Free Information Card.

Through Tile Partners for Humanity, the tile industry’s charitable organization, you can make a difference in someone’s life. You can help low-income families build simple and durable homes, or other nonprofit organizations such as the Appalachian Youth Center in their construction projects. Your donations help TPFH to achieve their mission to strengthen communities and improve lives. There are so many ways you can contribute. All of us can take time to promote Tile Partners for Humanity within our industry. Manufacturers and distributors can donate excess or obsolete tile and tile-setting materials as well as gift-in-kind donations (such as this ad, which was generously created by MAPEI). Even installers can make a contribution: By volunteering time and labor, you can make sure the installations are sound. You can also make financial donations to TPFH on your next eBay sale by selecting TPFH as your nonprofit organization, or by becoming a financial sponsor of TPFH. For more information, please visit our website at www.tpfh.com or contact Lynn.Labuda@ tpfh.com or (770) 416-0200.

TILE OF SPAIN Spanish ceramic is the ceramic of choice. Tile of Spain branded manufacturers offer modern design, boundless creativity, consistent technological strides and a firm environmental commitment. Discover why architects and designers around the world are joining in the mantra: Yes, We Choose Spanish Ceramic. Contact Tile of Spain, 305-446-4387 or www.spaintiles.info See us at Coverings, Booth #2326. For details circle #139 on the Free Information Card.

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Tile of Italy News By Danielle De Vita

Ceramic Tiles of Italy: Celebrating New Product Launches in Las Vegas

C

eramic Tiles of Italy is pleased to welcome the international design world to the Italian Pavilion for Sin City’s newest show in town: Coverings. From March 14-17, 2011, the Italian tile industry will share cutting-edge design with architects, designers, contractors, distributors and remodelers in the Sands Expo and Convention Center. Sponsored by the Italian Trade Commission, Confindustria Ceramica (the Italian Association of Ceramics), and the Italian Ministry of Economic Development, the Ceramic Tiles of Italy Pavilion is a showcase for designforward and sustainable collections Made in Italy. This year’s trend forecast features everything from porcelains with 3D textures and large, thin formats to digitally printed faux finishes and wallpaper-inspired mosaics. Attendees will also be treated to authentic Italian cuisine in the ever-popular café and coffee bar in the Pavilion. The Ceramic Tiles of Italy central exhibit (Booth #4444), designed by minimalist architect Michael P. Johnson,

will mix contemporary Italian design with a bit of Sin City flair. Dressed to impress a Las Vegas crowd, the booth will feature a range of collections from Italian manufacturers including: Atlas Concorde, Bardelli, Caesar Ceramiche, Coem, Cotto D’Este, Del Conca, Etruria design, Floor Gres, Marazzi, Provenza and Ricchetti. Selected for their color, modular forms and innovative sizes, many of the tiles used

Right: Coem’s Axis

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in the booth design also contain a percentage of pre- and post-consumer recycled content. For the first time in the Italian Pavilion’s history, the exhibit will be built on an elevated flooring system. The booth will also feature two ventilated wall façades, clad in large format porcelain tiles provided by Floor Gres and Ricchetti, to demonstrate the ease of installation and technical benefits of this energysaving system. After the show, the tiles will be donated to the Frank Lloyd Wright School of Architecture for an upcoming project on the Taliesin campus in Arizona. Surrounding the central stand will be nearly 50 exhibits from Ceramic Tiles of Italy member manufacturers (see attached list of provisional exhibitors). Attendees can take in an espresso and check out state-of-the-art

Above: Fondovalle’s Kosmic Right: Floor Gres’ Geotech

architectural solutions and innovative design concepts found throughout the Italian Pavilion. In terms of events, the Ceramic Tiles of Italy Press Conference will take place on Tuesday, March 15 at 4:00 p.m. where representatives from the association will introduce the winners of the 2011 Design Competition. After the conference, Ceramic Tiles of Italy will host its annual “Serata Italiana” and announce the recipient of the North American Distributor Award. This distinction celebrates the close connection between Italian tile manufacturers and their valued North American partners. Knowing the importance of showing products in a real-life setting, Ceramic Tiles of Italy will also sponsor the second edition of The Installation Design Showcase. Chicago-based designer and HGTV star, Ali Azhara, will use new

collections from several Italian tile companies to design a 10’ x 20’ vignette. It will be built by Artcraft, an NTCA

Like a real-life piazza, the Italian Pavilion will serve as a hub for attendees to gather during the tradeshow.

installer, using MAPEI materials, and celebrated on Wednesday afternoon at an event on the show floor. Like a real-life piazza, the Italian Pavilion will serve as a hub for attendees to gather during the tradeshow. In the

centrally located café, the Pavilion’s long-running Italian culinary team — Carlo Donadoni and Graziano Sbroggio, of Spuntino in Miami — will serve pasta and other authentic Italian refreshments every day at the booth. In a new twist this year, they will create daily menus tied to four of the tile producing regions in Italy — Toscana, Campania, Emilia Romagna and Veneto — to give attendees a taste of the variety of the different areas of Italy. In the weeks before Coverings, Ceramic Tiles of Italy will offer a digital sneak peek of what to expect in Las Vegas. On its Facebook (www. facebook.com/CeramicTilesOfItaly) and Twitter pages (www.twitter.com/ tilesofitaly), attendees will learn about all of the new Italian tile collections launching as well as updates on CTI events and hospitality. During the show, attendees can log onto these sites to weigh in on new products, projects and general news. Show-goers are asked to Twitpic their favorite Italian products and include @TilesofItaly and #COVERINGS2011 in all posts. For more information, visit the Ceramic Tiles of Italy gateway at www.italiantiles.com. TILE

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Tile of China News

China’s building material industry prepping for Expo Build China

W

ith its 19-year history, organizers of Expo Build China say they are going to present “another feast in 2011, not only for building materials but also for the entire hospitality industry in China.” The event is set for March 29-April 1, Shanghai, China. Co-located again with Ceramics China, Hotelex, Expo Light and China Clean Expo, Expo Build China 2011 is situated to provide “one-stop solutions” to the hospitality industry with its 165,000-square-meter venue. “The synergy attracts thousands of exhibitors from hotel, building, lighting and cleaning industries, enabling tens of thousands of visitors to have a panoramic view of how hospitality industry is progressing in China,” show organizers noted. Further, Expo Build China 2011 will showcase “innovative and hightechnological yet green eco-friendly products with high-class designers, architects and famous enterprises”

displaying their work or products such as interior design, architectural designs, house/hotel structure and others. Moreover, Expo organizer’s added, “Being the highlight of Expo Build China and Ceramics China, Expo Deco and China International Building & Interior Design Festival serve as highend concurrent events that focus on the design of building material and home furnishing. Experts from city

Right: The annual event brings together professional visitors targeting high-end markets and exhibitors meeting such demands, “thus creating abundant business opportunities for both sides,” event organizers say.

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planning, architecture and interior design, real estate development as well as government bodies will attend the design festival to share ideas and inspire the industry.” To be part of Expo Deco and China International Building & Interior Design Festival 2011, register on Expo Build China or Ceramics China’s online registration page at www.expobuild.com. You may also apply for a VIP badge and enjoy premium onsite service during the show. Successful applicants will have a gift waiting for them at the visitor registration counter when the show opens. All visitors who register online are qualified for a drawing to win an iPad! Visit www.expobuild.com or e-mail: [email protected] for more information. TILE

Tile of Turkey News By Derya Bilal, Turkish Ceramics Promotion Group representative

Turkish Ceramics on the Global Front

T

he country of ceramics invites you to enjoy a moment in at the VIP Lounge during UNICERA, one of Turkey’s biggest ceramic events. UNICERA International Ceramic Bathroom Kitchen Fair will be held for the 23rd time between March 2-6 at the Tuyap Fair and Congress Center in Istanbul, Turkey. The latest designs and developments in the Turkish ceramic sector will be introduced. The Turkish Ceramics Promotion Group’s VIP Lounge will serve as both a hub to conduct business affairs, as well as to take a quick break from show floor. Turkey owes its position in the global market to its ability of successfully blending 8,000 years of know-how with today’s modern technology and design. As a result, the Turkish ceramic sector is the world’s fourth biggest exporter of ceramic tiles and the sixth largest exporter in sanitary wares. Turkish ceramics brings its experience and tradition of production to global branding activities under the name of “Turkishceramics” in order not to compete on price basis, but to add value to the ceramic industry,

while it aims at increasing its exports in new markets by touting the message, “Turkey is the land of ceramics.” Turkish Ceramics Promotion Group, founded in 1997 for branding and promoting Turkish ceramics globally, expanded its activities rapidly in conjunction with a brand consultancy firm and an advertising agency. Today, as a brand image, Turkish ceramics comes in third in the world — yet has its sight set on higher goals. As

part of the branding exercise, the association has launched a new film, created a new catalog, released new advertisement campaigns that featured fresh new concepts, and widened its public relations efforts. In addition to several events being organized, Turkish Ceramics has also increased its level of participation in global fairs to further advance its image of a global ceramics provider. Following Unicera, the Turkish Ceramics Promotion Group will participate in ISH 2011 in Frankfurt, Germany (March 15-19), and at Coverings 2011 in Las Vegas (March 14-17). The Turkish Ceramics Promotion Group welcomes Coverings attendees to join them with a Turkish breakfast each morning in Booth 251. For more details, please visit www. turkishceramics.com or contact [email protected]. TILE

Right: Voyage by VitrA

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RS no.

Company Name

pg. no.

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American Marazzi Tile ..............7 16 (972) 232-3801 • www.marazzitile.com

MAPEI Corp. ............................3 (954) 246-8888 • www.mapei.com

Arizona Hot Dots ..................120 (480) 451-3687 • www.azhotdots.com

NAC Products .........................32 7 (800) 633-4622 • www.nacproducts.com

Bode USA, Inc. ..........................2 2 (714) 772-3388 • www.bodestone.com

Omega Products Int’l ..............55 (800) 600-6634 www.sienaproducts.com

1

Original Mission Tile ..............29 (52) (444) 817-3929 www.originalmissiontile.com

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Pearl Abrasives.........................18 (800) 969-5561 www.pearlabrasive.com

4

Ceramic Tiles of Italy ..............31 37 (212) 980-1500 • www.italiantiles.com Certainteed Gypsum, Inc.........23 14 (800) 233-8990 • www.certainteed.com Chicago Porcelain....................29 123 (847) 477-6900 email:[email protected] CTEF .......................................14 (864) 222-2131 • www.tilecareer.com CTIOA.....................................40 (310) 574-7800 • www.ctioa.org Custom Building Products ................15,17,19,21 (800) 272-8786 www.custombuildingproducts.com

Diaplas, Inc. ............................28 (888) 342-7527 • www.diaplas.com

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Schluter Systems ......................16 (800) 472-4588 • www.schluter.com

3

Stonepeak Ceramics.................56 (312) 506-2800 www.stonepeakceramics.com

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Surfaces 2012 ..........................37 (800) 547-3477 • www.surfaces.com

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TCNA ......................................53 (864) 646-8453 • www.tileusa.com

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Florida Tile ..............................11 19 (863) 687-7171 • www.floridatile.com Hakatai Enterprises .................29 130 (888) 667-2429 • www.hakatai.com HCP Industries........................32 9 (800) 982-1550 • www.hcpindustries.com KBRS .......................................13 (866) 912-3211 • www.kbrsinc.com

Prospec ....................................25 (800) 738-1621 • www.prospec.com

Stonexchange ...........................45 135 (305) 513-9795 • www.stonexchange.net

D’Arte Designs, LLC ...............29 121 (702) 372-3755 • www.dartedesigns.com Desert Rose Stone....................29 (888) 849-7070 www.desertrosestone.com

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TILE

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Tiles of Spain...........................43 27 (305) 446-4387 • www.spaintiles.info

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Turkish Ceramic Promotion Committee ...........5 +90 212 266 52 54 www.turkishceramics.com

Contact Jennifer Allen 818-224-8035 x 2214 [email protected]

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Watts Suntouch .......................24 10 (888) 432-8932 • www.suntouch.com

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LATICRETE ............................41 11 (800) 243-4788 • www.laticrete.com

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March/April 2011

2011 Classified Rates Contact Sharon Ward for more information 847-405-4017 [email protected]

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Tile Q&A By Stephanie Samulski

Making Sure Dead Load Doesn’t Kill Your Installation Part 2 of a 3-part series: Changes to the 2011 TCNA Handbook

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ll floor tile installation methods in the 2011 TCNA Handbook will include a new category of information: Typical Weight of Tile Installation. Under this subhead, the Handbook user will find the estimated weight of the tile installation. This section also refers the reader to Appendix B, which provides the assumptions that were made in calculating the estimated weight and the weights of the individual installation components. With all of this information now at hand, design professionals can design for the weight of the installation, including when actual components weigh more or less than the typical weights provided.

of construction incorporated into the building, including but not limited to walls, floors, roofs, ceilings, stairways, built-in partitions, finishes, cladding and

Why does the weight of a floor tile installation matter? The dead load of a building is defined in the 2009 International Building Code (IBC) as “the weight of materials

Right: The 2011 TCNA Handbook for Ceramic, Glass, and Stone Installation.

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other similarly incorporated architectural and structural items, and the weight of fixed service equipment …” Design professionals calculate dead load and factor it into building plans, primarily to ensure building safety by ensuring the structure can support the known and planned weights, or loads, that will be introduced. Is this important for the tile installation? You bet! Commonly, residential structures have to meet a code minimum where they can support a 10-lb. dead load and 40-lb. live load. Lawsuits have been reported where builders underbuilt relative to the weight of the materials used, resulting in cracked floors and even catastrophic floor failures.

While the TCNA Handbook now provides typical tile installation weights per square foot, based on the typical weight of each material used in a given installation method, the provided weight addresses only the materials installed above the substrate. The design professional must also account for the weight of the substrate itself when calculating total dead load. So how much does a tile installation weigh? That depends, with the weight varying considerably based on the method chosen. Consider the difference between

What about materials that are optional or those that can vary in weight or thickness? For any material listed as optional, like a waterproof or crack isolation membrane, the estimated weight does not include the weight of the optional material; however, if used, the additional

weight of those materials must be included by the design professional. Weights for all optional materials are available in Appendix B. For materials that can be applied in different thicknesses, like mortar beds, cementitious self-leveling underlayments and poured gypsum underlayments, the

Let TCNA Focus On Your Product Development . . . While You Focus On Your Game!

For any material listed as optional, like a waterproof or crack isolation membrane, the estimated weight does not include the weight of the optional material; however, if used, the additional weight of those materials must be included by the design professional.

installing a 1-¼” thick unbonded mortar bed versus directly adhering tile to a concrete substrate. The mortar bed and reinforcing together weigh 15.25 pounds/square foot with a typical total installation weight of 23 pounds/square foot when natural stone tile is used or 21 pounds/square foot for ceramic tile. By comparison, a direct bond of tile to concrete weighs 5 pounds/square foot for ceramic tile and 7 for stone tile. Most Handbook methods lie somewhere in between, with membranes, levelers, and underlayments weighing more than a direct bond method, but less than sand, cement and reinforcing mesh.

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Why are the stone installations heavier? The estimated weights assume ceramic tiles weighing 4 pounds/square foot and stone tiles weighing 6 pounds/square foot. But, because stone tiles are readily available in a wider range of densities and thicknesses, both of which affect the weight of the tiles, design professionals should check the weight of the stone tiles selected and adjust the installation weight if needed. For perspective, a high-porosity limestone (120 pounds/cubic foot) supplied in 10 mm thickness would weigh 3.9 pounds/ square foot. Whereas a low-porosity granite (200 pounds/cubic foot) supplied in 15 mm thickness would weigh 9.8 pounds/ square foot. The standard 6 pounds/square foot for stone tiles is based on the assumption that higher-density stones are not as likely to be fabricated in the thicker dimensions, and the lower-density stones are not as likely to be fabricated in the thinnest dimensions, giving a common (versus theoretical) range of 5 to 7 pounds/square foot. When it comes to tile installations, is it a case of “less is more”? No. While direct bond methods offer the lightest options, lighter is not always better. The heaviest methods, the selfleveling and mortar bed methods, offer the contractor the greatest opportunity to create a flat substrate. This is especially important for large-format tile and areas where installation flatness is imperative, such as handicap accessible areas. The unbonded mortar bed methods are also recognized as the preferred methods for installing ceramic tile on above-ground concrete slabs and are the only methods for installing ungauged stone with significant thickness variation. Thus, the design professional should use the typical weights listed to design appropriately for the installation method desired, and not allow the method’s dead load to outweigh its recommended uses and limitations. TILE Top: Method F113, a direct bond method. Above: Method F111 Stone, a mortar bed method.

About the Author Handbook provides the typical weight of the installation based on the minimum application thickness, and the weight for each additional ¼” of thickness. For example, 3 pounds/square foot should be added for each additional quarter inch of mortar bed, 2-¼ pounds for each additional ¼” of poured gypsum, and 2-¾ pounds for cementitious self-leveler. For materials like backer boards, which are available in multiple standard thicknesses, separate weights are provided for the various thicknesses available. For all materials, weights can vary from manufacturer-tomanufacturer. The typical weights provided in the Handbook are derived from manufacturer literature and generally averaged for the industry, however the actual products used should always be considered.

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Stephanie Samulski is an instructor at the Ceramic Tile Education Foundation (CTEF) and a project manager for the Tile Council of North America (TCNA). She entered the tile trade in 1999 as Stephanie an apprentice with the Bricklayers Samulski and Allied Craftworkers (BAC) Local 32 in Detroit, and she went on to install tile as an independent contractor. Ms. Samulski received her BA in Journalism from Wayne State University.

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