Tile Magazine May-June 2011

May/June 2011

TILE

!

L VE An edition of TILE Magazine

Coverings: Technology Meets Geometry pg. 12 Successful Self-Leveling Underlayment Use pg. 20 The 2011 Underlayment Guide pg. 25

www.tilemagonline.com

Building with Ceramic Tile pg. 30

Circle 2 on Information Card

MAPEI’s green system solution

for tiling a spa fast!

Mapelastic ™ AquaDefense Premium waterproofing and crack-isolation membrane

Granirapid ® Premium, rapid-setting, flexible tile mortar system

Ultracolor ® Plus Premium, rapid-setting sanded grout with polymer

Helps contribute LEED points

TM

Time-saving

Circle 34 on Information Card

Table of Contents May/June 2011 vol. 8, no. 3

TILE

Magazine

Features

12 Coverings: Where Technology, Geometry, Bold Colors Take Center Stage

On the cover: ABK’s Velvet Stone, a 25x50 cm white body wall tile available in four colors.

TILE Magazine, Vol. 8, Issue 3 (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].

For its West Coast premiere, the organizers and exhibitors of Coverings 2011 pulled out all the stops in delivering North America’s premier tile and stone exhibition.

20 Preparation is Key to Successful Self-Leveling Underlayment Use Self-leveling materials are useful in producing flat and level tile substrates that have a high compressive strength, but no two brands are alike, and all have their own specific application limitations, mixing routines, and curing times. Read how being prepared will save you time, money and callbacks.

30 Departments

30 Building with Ceramic Tile: Moving Beyond the Novelty A recent visit to Spain and Cevisama revealed not only the centuries-old structures that incorporated ceramic tile, but also provided an eye-opening education on recent projects that have integrated massive amounts of tile, including the City of Arts and Sciences by Spanish architect Santiago Calatrava.

8

Editorial...................................................................... 6 New Product Showcase ............................................ 8 Green Matters ......................................................... 16 Industry News .......................................................... 18 Calendar .................................................................. 18 Tile Products ........................................................... 19 2011 Underlayment Guide ...................................... 25 A Woman’s Perspective .......................................... 28 Tiles of Italy ............................................................. 34 Tile of Spain ............................................................ 38 Tile of Brazil............................................................. 42 Tile of Turkey........................................................... 44 Art Tile Collection .................................................... 37 Advertiser’s Index .................................................... 47 Classifieds ............................................................... 47 Tile Q & A ................................................................ 48 Product Marketplace ............................................... 50

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!

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 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

How Technology Moves Business With four tradeshows in as many months (Surfaces, Cevisama, Coverings, KBIS), I’ve noticed several advancements within our industry I felt should be pointed out.

F

irst, the increased usage of Quick Response (QR) codes and Microsoft Tags used by manufacturers to guide smartphone users to find more information, product videos and even promotions exclusive to those who scanned the codes. The savviest of manufacturers understood that leading people to their website alone wasn’t enough so they created dedicated microsites specifically for this purpose. Further, having the best product around isn’t enough anymore. Your current partners and customers may know it, but what about everyone else? Are you invisible to the hundreds, thousands and millions of people you need to reach? In the past, just having a listing in a business directory was good enough. Humor me and Google yourself and/or your business. What results do you get? Did you find a few obscure listings? If you want to remain relevant in the current economic market and you’re competing with someone who is on top of their marketing game, then you need to reach out of your tried-andtrue safety zone via social media platforms. Social media tools such as Facebook and Twitter are continually gaining momentum. If you don’t have a presence

6

www.TILEmagonline.com

on either of these, then you are an unknown entity to the current purchasing generation. During the tweetup held at KBIS in Las Vegas recently, Barbara Segal, designer and founder of Twitter-based Interior Designer Chat (@IntDesignerChat), highlighted a chat response stating, “Gen Y will sign a contract on an iPad for a kitchen design quicker than any generation.” That bit of information speaks volumes, in my opinion. Which brings me to another point, networking. In the past, you may have been too busy to attend networking events, for whatever reason. You may have thought, “I won’t know anybody,” “I have nothing in common with [insert industry here] folks,” and so forth. Fair enough, but if you don’t go, how will you meet distributors, designers, architects, specifiers, installers or retailers – one of which who may be your next client? Finally, if after reading this, you’re ready to take the social media plunge but need a little help, then let me know. I would be happy to help you in any way I can. You can also join TILE on Twitter (@ TileMagazine) and me (@TileEditor), as well as liking us on Facebook (www. facebook.com/TileMagazine). TILE

May/June 2011

Classified Ad Sales Sharon Ward • (847) 405-4017 [email protected] Italy Phil Johnson • (818) 224-8035 ext. 2207 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 Christopher Wilson – BNP Custom Media Group (248) 244-8264 • [email protected] 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

Product Showcase

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

195 193

194 192 195 Mediterranea

194 Bellavita Tile

Mediterranea has used its exclusive Dynamic HD Imaging program to create the Tuscania collection of high-definition glazed porcelain tiles. Inspired by the stone found in the northern hills of Italy, Tuscania is made with recycled content, and can contribute to LEED certification. Available in three shades and five formats. Circle 195 on the Reader Inquiry Card.

Bellavita’s Metal Tiles blend the industrial look of metal into an elegant collection with a timeless appeal. Available in Metal, Copper and Bronze, the series can be used for custom blends in several different sizes including Penny Rounds, Mixed Strips and Subway Style mosaics. Circle 194 on the Reader Inquiry Card.

8

www.TILEmagonline.com

May/June 2011

193 StonePeak Ceramics Raja, StonePeak’s newest collection, is engineered to inspire the exotic slate found in the ancient quarries of India. Using advanced ink jet technology, the variation in colors and texture found in the collection interpret the smallest details of the quarried slate. Circle 193 on the Reader Inquiry Card.

192 Ragno USA The latest product from Ragno USA, Eternal Limestones, is created using state-of-the-art 3-D printing techniques that can digitally print up to 360 dpi, directly to tile. The color body porcelain collection is offered in several formats, and in three colors (Lagos Blue, Jura Beige and Crema Europa). Circle 192 on the Reader Inquiry Card.

191

188

190 189 191 Crossville

190 Orchid Ceramics

188 Marazzi USA

189 TAU

Inspired by the natural stone from which it derives its name, Bluestone by Crossville features a field of soft earthen tones, enhanced by fossil-like impressions and the subtle pearlescence of embedded shells. In both natural and semipolished finishes, Bluestone features a minimum of 20% recycled content. Available in four colorways, a variety of sizes, and complementary trim pieces. Circle 191 on the Reader Inquiry Card.

The Moon Stone series from Orchid Ceramic’s Carissa collection takes its name from the visual effect, or sheen, caused by light reflecting internally. Orchid’s Moon Stone is comprised of whites, browns, khakis, grays and opalescent sheens. Moon stone has been used for centuries in jewelry, and was common in the United States as part of the Art Nouveau movement. Circle 190 on the Reader Inquiry Card.

Treasures from the past inspire Marazzi USA’s Archaeology, a travertine look recreated using the latest advances in digital print technology. With its chiseled edges and surface indentations, Archaeology is available in four colors and various formats, including mosaics. Circle 188 on the Reader Inquiry Card.

Tuscany from TAU takes inspiration from Rapolano marble. Available in three formats, and three colors (Ivory, Beige and Noce). Complementing the collection are two mosaics, (5x5 and 7.5x15). Circle 189 on the Reader Inquiry Card.

May/June 2011

www.TILEmagonline.com

9

185 187

186 184 187 NCC

186 Atlas Concorde

185 Aguayo Tiles

184 White Horse

The Sandstone series from Newzhongci Ceramic Co. (NCC) is offered in four natureinspired shades and several formats with a complete line of complementary pieces. Circle 187 on the Reader Inquiry Card.

Atlas Concorde’s Advance delivers “an architectural material with a superior quality finish available in five different types of stone with a surprising variety of patterns and depths,” the company says. Offered in three finishes. Circle 186 on the Reader Inquiry Card.

Aguayo Tiles presents Outlook, a cement tile collection that developed from the firstever inter-university design competition among students at Dominican Republic universities majoring in Fine Arts, Interior Design, Industrial Design, Architecture and Graphic Design. The collection is composed of six different designs. Circle 185 on the Reader Inquiry Card.

White Horse tiles, manufactured in Malaysia, Vietnam and Taiwan, utilize the latest available technology and are “on par with international standards in terms of design, quality and features,” the company says. Circle 184 on the Reader Inquiry Card.

10

www.TILEmagonline.com

May/June 2011

183

182

181 180 183 Florida Tile The Berkshire series is the newest High Definition Porcelain (HDP) line from Florida Tile. The color body floor and wall tile evoke a nostalgic Americana feeling of East Coast prep and the rugged northeast. With up to 40% recycled content, GreenGuard and Porcelain Tile certifications, the line also meets the .06% wet COF. Offered in 6x24 planks in five colors. Circle 183 on the Reader Inquiry Card.

181 Stone & Pewter Accents Tozen glass tiles from Stone & Pewter Accents feature complimentary colors, shot through with transparent layers of contrasting colors. Mosaics are stacked together creating a unique repeating pattern. Available in 17 hues, in both natural and silk finishes, on 12”x 12” paper-faced repeating sheets. Circle 181 on the Reader Inquiry Card.

182 Daltile

180 Ceracasa

Daltile’s new City Lights collection offers eye-catching blends, inspired by the shimmer and glow of 16 cityscapes, in creating borders, backsplashes or walls. Offered in Bangkok, Barcelona, Capri, Fiji, Hollywood, Honolulu, Las Vegas, London, Manhattan, Monte Carlo, Paris, Rio, South Beach, St. Mortiz, St. Thomas and Tokyo. Available in a 1/2 x 1/2 mosaic blend (12 x 12 sheet). Circle 182 on the Reader Inquiry Card.

The ECOM4Tile® by Ceracasa meets four different characteristics that “place it as the floor or wall tiles with the biggest potential for the eco-construction or for the sustainable construction industries (biocidal, energysaving, temperature-controlled, easily cleaned),” the company notes. Circle 180 on the Reader Inquiry Card.

May/June 2011

www.TILEmagonline.com

11

Technology, geometry, bold colors take center stage at Coverings By Arpi Nalbandian

F

irst-time attendees and veterans alike had planned for months to attend the 2011 edition of Coverings. And, for the first time in the show’s history, this edition was held in Las Vegas. As a result of the move, National Trade Productions (NTP), the show’s organizers, said “More than 100 first-time Coverings exhibitors appeared this year.” Further, this year’s edition saw a “71% increase in attendees from the West Coast states, including a massive increase from California alone, plus an 82% increase from the Rocky Mountain region states. Overall attendance was pegged at 19,000, a slight dip from 2010, with more than 800 exhibitors lining the aisles,” NTP added.

12

www.TILEmagonline.com

Lindsay Rider, ForzaStone marketing and PR manager, said “Being a new exhibitor and introducing a new product to the industry, our ultra thin, natural stone panels, ForzaStone had high expectations for the show and we’re happy to report, Coverings delivered. We met with everyone from large, wellknown distributors to expert installers, which was our main initiative as we develop nationwide distribution. The Coverings Show was the international venue we needed to reach the next level of growth for ForzaStone.” Additional good news came from the Tile Council of North America (TCNA) who reported that U.S. tile consumption had increased 6% from 2009.

May/June 2011

Further, the association unveiled several additions to the 2011 TCNA Handbook (glass, stone, large format tile installations, underlayments, etc.), as well as the news that research had begun for a hypoallergenicity standard to evaluate

Above: Sicis’ “Window” mosaic mural — part of the Skyline Collection.

Top Left: Patti Fasan of Professional Attention to Tile Installation (p.a.t.t.i.) received the Joe A. Tarver Award during Coverings 2011 for her dedication and service to the tile industry. She is the first woman to receive this award! Bottom Left: Eric Astrachan (TCNA executive director), together with Opportunity Village’s Laura D’Amore (left) and Rachel Allen (right) present tile artisans with an appreciative plaque (created by Motawi Tileworks) for benches that will benefit Opportunity Village residents. Accepting her award is Barbara Schmidt, B.A. Schmidt Arts & Enterprises. Top Right: Jose and Aida Garcia of Alcalaten Ceramicas with “Gaudi Mosaic” in the background. Bottom Right: At the CTEF’s Certified Tile Installer (CTI) testing area with the candidates up for certification. Scott Carothers of the CTEF (far left) and Stephanie Samulski (far right) administered the 2-1/2-day written and hands-on test.

14

www.TILEmagonline.com

ceramic tile and installation products. TCNA research scientist, Dr. Jyothi Rangineni, is developing a protocol to test the hypoallergenic qualities of tile and installation products and to test if they induce allergic reactions in people who use them. On the show floor, attendees witnessed many previously unthinkable applications of tile and stone, such as ceilings, to stretching the possibilities of size, including the aptly named “The Size,” which measures 12-ft. x 4-ft. x 1/5-inches. Geometry played a larger role than in the past in developing the latest collections from Lea’s triangular “Gouache” collection and Apavisa’s hexagonal façade, as did textures for Tagina’s “Wire System,” and handcarved curves for Artistic Tile’s “Ziva” collection.

May/June 2011

Nature-inspired creations were popular among the exhibitors with BonTon’s sepiatoned “Botanical” series; natural stone motifs from Marazzi with “Archaeology,” Mediterranea’s “Essence,” and Casa Dolce Casa’s “Belgique”; as well as high-gloss marble looks from Grespania, Florida Tile, StonePeak, and Iris. To further attest to the current environmental concerns, the number of manufacturers using recycled (pre- and post-consumer) content has markedly increased from previous years, as has the amount of antibacterial tile offerings, including the newly launched “bios” collection” by Casalgrande Padana. In terms of color use, the palette of choice has moved from the “safe” beige neutrals to bold accent tiles surrounded by the new neutral — gray. Also enjoying a resurgence in appreciation were the visually appealing

Top Right: At the Coverings TweetUp, the social media event that gained momentum through Twitter, are Ryan Fasan (P.A.T.T.I.) and JoAnn Locktov (Bella Figura Communications and “Tileista”). Center: Onix Mosaico’s collections feature 98% recycled glass. Pictured is the “Fused” glass series. Bottom: Kaos by Refin incorporates textured surfaces. Designed by Luca Nichetto, Kaos emulates, “A state of zero that means complete disorder and potential infinitesimal possibilities of creation.” Top Far Right: Peronda’s “Gallant” collection of deco tile. Center: The Perlamarmi collection by Artistic Tile combines natural stone with mother-of-pearl. Water-jet technology is utilized to achieve the collection’s intricate pattern. Bottom: Tile Council of North America (TCNA) presented its 2011 Tile Person of the Year Award to Quarry Tile’s Richard Baiter. TCNA’s executive director, Eric Astrachan (right) presents him with a framed mosaic tile mural handcrafted by Brigid O’Connor of Artfind Tile.

mosaic tile applications, such as those from Sicis, Onix Mosaico, Mosaico+, Bellavita, Stone + Pewter Accents, and many more. Lastly, more than 500,000 pounds of surplus and used tile and stone were ultimately diverted from the dumpsters thanks to the show’s collaboration with Tile Partners for Humanity. Collected from exhibitors after the build of their displays and at the conclusion of the show, these discards are being “recycled” for use in Habitat for Humanity and other building projects undertaken by non-profit community organizations and public agencies benefitting the disadvantaged nationwide. TPFH was aided in the collection by Mountain Re-Source Center. Coverings 2012 will be held April 17-20 in Orlando, FL. For more information, visit www.coverings.com. TILE

May/June 2011

www.TILEmagonline.com

15

T LE

Case

green matters sponsored by:

Virtual Green Expo, a free online event

USGBC unveils LEED for Healthcare program

T

B

NP Media, the parent company of TILE Magazine, will host Virtual Green Expo, August 4. The free online virtual trade show, focusing on green schools, includes specialized topics on high-performance K-12 and college/ university buildings and educational facilities, such as: • Specifying interior, exterior and mechanical systems (including plumbing, flooring, roofing and wall systems) • Creating a high-performance, healthy learning environment • Financing, operating, maintaining and cleaning a green school Featured webinars include: • Building a LEED K-12 School with Thomas A. Taylor, General Manager, Vertegy; Christy CunninghamSaylor, Environmental Specialist, Vertegy; and Tara Fridhandler,

Project Specialist, Vertegy • How School Districts can build New Green Schools even when Public Funds are Scarce with Beth Heider, SVP, Skanska USA and Chair Elect, USGBC (moderator); Simon Beauchamp/Terry Mitchell, Skanska UK – Bristol Schools Project; Anthony Bango, VP, Skanska USA • Critical issues facing the Greening of America’s Schools with Henning Bloech, LEED AP, Executive Director, GREENGUARD Environmental Institute; Rachel Gutter, Director, Center for Green Schools at USGBC; and Jennifer Seydel, Member of the Board of Directors, Green Charter Schools Network Virtual Green Expo is an AIA and GBCI approved education provider. For more information and to register, visit www.thevirtualgreenexpo.com.

TCNA to develop hypoallergenic standard

T

he Tile Council of North America (TCNA) has embarked upon research for a hypoallergenicity standard to evaluate ceramic tile and installation products. In accordance with TCNA’s commitment towards greener and healthier environments, TCNA Research Scientist, Dr. Jyothi Rangineni, is developing a protocol to test the hypoallergenic qualities of tile and installation products and to test if they induce allergenic reactions in people who use them. The TCNA says its goal in conducting this research is to develop a standard for certification which would allow a product

16

www.TILEmagonline.com

to be marketed as hypoallergenic. Two variations of ISO 10993-5:2009, which is the test standard for the hypoallergenicity evaluation of medical devices, are in development to evaluate for contact and inhaled allergens. “This new standard will give our manufacturers a platform to evaluate and market their products competitively against other surfaces that have historically made such claims,” noted Dr. Rangineni. This research is an extension of TCNA’s initiative to provide the industry with new testing services geared towards human health, safety, and the environment.

May/June 2011

he U.S. Green Building Council (USGBC) recently launched LEED for Healthcare during CleanMed 2011. The rating system guides the design and construction of both new buildings and major renovations of existing healthcare buildings, and can be applied to inpatient, outpatient and licensed long-term care facilities, medical offices, assisted living facilities and medical education and research centers. “Research has shown that when we are treated and heal in a green healthcare facility – one that has a healthy indoor environmental quality and connects us to the outdoors – we heal faster, have shorter hospital stays and fewer return visits,” said Scot Horst, svp LEED, USGBC. “LEED for Healthcare represents a milestone for green building,” said Gail Vittori, co-director of Center for Maximum Potential Building Systems and founding chair of the LEED for Healthcare Committee. “Building on the foundational work of the Green Guide for Healthcare, it provides an explicit recognition of health consequences associated with a spectrum of buildingrelated decisions—from location, to water and energy sources and use patterns, and materials specification—and emphasizes integrative design as requisite for a successful design, construction and building performance outcomes.” To learn more about LEED for Healthcare, pre-order a Reference Guide or participate in a rating system-specific workshop, visit www.usgbc.org/leed/ healthcare.

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.

Troubleshooting Installations Over Concrete Subfloors

FREE WEBINAR

Date: May 24, 2011 Time: 2 p.m. ET A must see Webinar for flooring contractors, retailers, specifiers, installers and more covering: • Moisture measurement before installation • Moisture control remediation • Crack suppression • Underlayments • Solutions when flooring does not adhere properly Topics also include: • concrete sealers • coatings • dealing with existing adhesives • condition of the concrete *flatness and levelness • moisture testing CaCl vs RH • dealing with cracks • concrete joints – dormant vs moving • slab curl • leveling compounds and • troubleshooting problems.

SPEAKER: Ray Thompson Jr. President Ray Thompson Floorcovering Institute Renowned floor installation troubleshooter, forensic expert and NFT & FCI columnist, Ray delivers the “what you need to know” in this one-hour webinar you won’t want to miss!

Register at: webinars.ntlfloortrends.com Webinar sponsored by:

www.quietwalk.com

World Leader in Moisture Measurement Technology. www.wagnermeters.com/concretemoisture.php

custombuildingproducts.com

Industry News Latest Breaking News at www.tilemagonline.com

Laticrete joins CTEF Installer Program as top sponsor

L

aticrete is continuing its commitment to the education, training and testing of end-user installers by contributing as one of the top sponsors or “Signature Level” partners for the 2011 Ceramic Tile Education Foundation (CTEF) testing program. In addition to financial support, Laticrete will continue to make materials donations for specific CTEF host testing sites and provide further assistance by making its technical sales representatives available in each region as the installer testing program makes it way around the country. The CTEF provides the only certified tile installer program with a nationally recognized set of standards that includes testing the hands-on skills of each enduser along with a written evaluation to produce a verifiable CTEF Certified Tile Installer (CTI). The CTEF has the full support of several of the tile industry’s organizations, including the Tile Council of North America (TCNA), the National Tile

Contractors Association (NTCA), the Ceramic Tile Distributors Association (CTDA) and Coverings, along with manufacturers to ensure it continues to be a driving industry force for years to come. “Laticrete was one of the original sponsors to come on-board when we began the CTEF CTI testing and certification program in 2008,” said Scott Carothers, CTEF Executive Director. “They do an excellent job conducting their own Laticrete Profit-ThroughKnowledge program, and have always been very supportive of the CTEF. In addition to funding, they donate materials and supplies, and we greatly appreciate all of the support we get from them. Just as we do here at CTEF, Laticrete clearly understands that proper installation of tile and stone materials is critical for the industry and highly important for the continued growth and specification of tile and stone.” For more information about the program, contact Scott Carothers at scott@ tilecareer.com or call (864) 222-2131.

Calendar

Stone+tec 2011 June 22-25, Nuremberg, Germany www.stone-tec.com

AIA 2011 National Convention & Design Exposition May 12-14, New Orleans, La. www.aiaconvention.com

Virtual Green Expo August 4, webinar www.thevirtualgreenexpo.com

NeoCon 2011 June 13-15, Chicago www.neocon.com

For more events and training/ educational opportunities, visit www.tilemagonline.com.

18

www.TILEmagonline.com

May/June 2011

Seven charities to benefit from Daltile sales meeting, events

Daltile’s sales regions competed in a variety of fun team-building events resulting in a donation of $21,000 to seven noteworthy charities.

F

ollowing its National Sales Meeting in late March, Daltile’s sales regions competed in a variety of team-building events that resulted in a donation of $21,000 to seven noteworthy charities. Key vendor partners including, Noble Company, Color Fast Caulk, James Hardie, MAPEI, Laticrete International, Custom Building Products and Protecto Wrap agreed to donate $3,000 on behalf of each of the seven competing teams to Daltile’s charities. Following the 2011 Daltile National Sales Meeting, Daltile will present these charitable gifts on behalf of each Regional team. This year’s honorees include: Make-a-Wish Foundation, American Red Cross, American Cancer Society, American Heart Association, Surfers Healing, American Diabetes Association and Big Brothers Big Sisters National. Those in attendance consisted of over 600 Daltile stakeholders, including sales service center managers, sales representatives, architectural sales representatives, regional vice presidents, regional operations managers, regional sales managers and Daltile corporate members.

Tile Products

200 MP GLOBAL PRODUCTS

MP Global Products’ new Peel & Stick Membranes MP Global Products introduces two membranes for floor and wall tiling. Made primarily of recycled textile and carpet fibers diverted from landfill, UltraLayer® Peel & Stick is a self-adhesive acoustic and protective membrane for use under ceramic tile, porcelain tile and natural stone. TileQu!ck™ is a self-adhesive roll-out backing for wall tile. For details, circle 200 on the Reader Inquiry Card.

196 PROSPEC

197 LATICRETE 199 MAPEI CORP.

New Grout Refresher from MAPEI forms wear-proof seal MAPEI’s new Grout Refresh™ grout colorant and sealer has been formulated to “penetrate deep into old grout to form a seal that doesn’t wear off,” the company notes. Grout Refresh, which can be used for interior and exterior grout applications, comes in 36 colors that match all of MAPEI’s grouts and caulks. For details, circle 199 on the Reader Inquiry Card.

Laticrete publishes Masonry Veneer Installation Systems guide Laticrete’s Masonry Veneer Installation Systems (MVIS) guide, designed to offer solutions for the installation of manufactured stone, natural stone masonry veneers and thin brick facades, is now available. The MVIS guide offers permanent, high-strength, freeze-thaw, thermal, and shock resistant masonry veneer solutions. For details, circle 197 on the Reader Inquiry Card.

198 CERTAINTEED CUSTOM BUILDING PRODUCTS

ProSpec’s ProColor offers 38 grouting solutions ProSpec’s ProColor Tile Grout Portland-cement-based blend is offered in 38 designer colors, each color selected to complement a variety of tile and stone options. The company also guarantees the color consistency of its product, ensuring that the color selected for the project is the same color that end users see once the project is completed. For details, circle 196 on the Reader Inquiry Card.

CertainTeed’s Diamondback offers moisture, fire resistance Diamondback™ Tile Backer from CertainTeed offers a bonding technology that makes tile installation “simpler, faster and less costly,” the company notes. Reinforced with embedded glass mats for strength and moisture and mold resistance, Diamondback features a patent-pending polymer coating with a textured surface. The product conforms to ASTM C 1178. For details, circle 198 on the Reader Inquiry Card.

Custom Building Products’ Emerald System Custom® Building Products says it has taken its longstanding Build Green® program to the next level with its new Emerald System™ of products. All Emerald system products comply with the standards of all five emerging green building agencies, have recycled material and low VOC content, and an industry first of offering Carbon Offset Credits, the company adds.

May/June 2011

www.TILEmagonline.com

19

Art & Decorative Tile Techniques by Michael Byrne

Preparation is Key to Successful Self-leveling Underlayment Use

F

ast-track construction, poorly specified projects, careless workmanship, and lack of appropriate inspections can result in floors that are not flat and level and which must be corrected. One way to repair such conditions is to use a self-leveling underlayment (SLU). Conversely, on some projects, a selfleveler may be specified as part of the construction. Self-leveling materials are useful in producing flat and level tile substrates that have a high compressive strength, but no two brands are alike, and all have their own specific application limitations, mixing routines, and curing times. As well, the name “self-leveling” can be somewhat misleading because all such materials require a significant amount of help from the installer. While all brands have different application,

strength, and curing properties, generally speaking, most share similar surface preparation, mixing, application, and curing requirements. Self-leveling materials should not be confused with leveling materials which are used to correct surface imperfections but which require careful troweling to produce a flat surface. If you have never used an SLU before, I recommend you purchase a sack or two of the material you will use, construct a simple frame of 2x4s, line it with plastic film, then mix and pour a batch to see how it behaves and learn what you need to do to

Top Left: To provide space for a movement joint, apply self-adhering foam tape around the perimeter of the floor. Top Right: To prevent fluid SLU from draining, all seams and holes must be filled. Bottom Left: A combination of tar paper and caulk keeps SLU off of the closet flange. Bottom Right: Spray primer onto a prepared concrete floor.

20

www.TILEmagonline.com

May/June 2011

ensure that when you are on-site with a real installation, there will be no surprises. A practice run is advisable for anyone who has not used an SLU before, and it is also advisable for the seasoned pro who is using an unfamiliar material. The cost of a sack or two of material is peanuts compared to the cost of ripping out an installation that didn’t go well. The first step to achieving good results is to choose a material that meets the strength requirements of the installation. Compressive strengths vary from light residential to heavy industrial, and not all brands of SLU are suitable for use with ceramic or stone tiles: some are only recommended for non-tile floor coverings. Only selfleveling compounds made specifically for use with ceramic or stone tiles should be used, and manufacturer’s instructions must be followed. Preparing for application of most SLUs is quite similar although each brand will have its own specifics. The first step is to ensure the existing floor surface is clean and free of grease, oil, and dust.

The next step is to install ¼-inch thick resilient foam tape to the perimeter of the floor. This creates space for a movement joint – a requirement for every brand of SLU. Since self-leveling materials are made to flow easily, the third step is to fill all floor seams, fastener holes, and other openings with caulk or sealant to prevent draining.

Over wooden subfloors, some brands of SLU require or recommend the use of reinforcing mesh. Reinforcing mesh is usually not required when installing an SLU over concrete. Another step that may or may not be required is to apply a primer to the flooring surface to ensure the SLU bonds to the substrate. Primer can be installed with a brush, roller, or

Top: This plywood subfloor is covered with reinforcing mesh – a requirement of some brands of SLU. Above: A 20-gallon party bucket makes a convenient mixing container that can hold three sacks of SLU mix.

#OLOR#ONlDENCE

#OLOR #OLOR # L IS IS EVERYTHIN EVERYTHING HI G  0RO3PEC 0RO3P 3 EC 0 0RO#OLOR RO# #OLOR L 'ROUTS ' UTS 'RO T CAN CAN BRING BR BEAUTIFULCONSISTANTCOLORTOANYTILEPROJECT7ITHULTRA LOW WATERABSORPTIONAND-ICRO$EFENSE™4ECHNOLOGYFORMOLD ANDMILDEWPROTECTION YOURINSTALLATIONWILLLOOKRADIANTYEAR AFTERYEAR4OCOMPLETEANYPROJECTPROPERLY0RO3PECOFFERS ACOMPLETETILESETTINGLINEOFUNDERLAYMENTSANDTOPPINGS GIVINGYOUTHElNISHYOUEXPECTFROMAPREMIUMBRAND

WWWPROSPECCOM

9[X
,EARNMOREABOUTALLOFOURPRODUCTSAT

Circle 3 on Information Card

22

www.TILEmagonline.com

May/June 2011

spray. Primer must not puddle and there may be a waiting period before the SLU can be poured. Once surface preparation is complete – because SLU materials have such a short pot life and open time - a critical step is to gather all the tools required for mixing and application and stage them where they will be needed: in the few moments it takes to run out to the truck to retrieve a tool, a batch of freshly mixed SLU may already be setting up. When only a very small amount of SLU is required, it may be possible to mix one sack in a 5-gallon bucket. For larger batches, I use a 20-gallon party bucket for mixing, and stage it in the room where the

brand and by the number of sacks that will be mixed. All the water needed for a batch should be in the mixing container before any powder is added. SLUs should only be mixed with power equipment and a paddle made specifically for this type of material otherwise, excess air may be entrained and weaken the mix. Some brands may require a minimum mixing

time, and all brands should be mixed until there are no lumps. To minimize lumps, have a helper slowly pour the powder into the container as you run the mixer. There is no slaking period with SLUs – as soon as mixing is finished, the material should be poured without delay. If possible, don’t just pour the mix in one spot, but rather distribute it around

Introducing an elegant alternative to traditional shower drains

Top: Pour SLU mix over a portion of the floor. Above: To avoid waste after dumping the remaining SLU mix, scrape out the mixing container.

Schluter®-KERDI-LINE Low-profile linear drain for bonded waterproofing assemblies

SLU is needed. For large floors, a 30-, 40-, or 55-gallon drum, plus two mixers, may be used. For multi-room applications, it’s wise to contract with a local installer with pumping equipment and specify an SLU made for tile — one that meets the strength requirements of the installation. Once the surface is prepped and the materials and tools staged, the bulk of the work needed to complete the installation of the SLU is finished. Before committing to mixing, however, it’s a good idea to check once more to ensure that all tools are ready to go. The first step in mixing is to pour a measured amount of water into the mixing container. The amount of water will be determined by the individual

t

Floors can be sloped on single plane, enabling use of large-format tile t

Can be installed adjacent to walls or at intermediate locations t

Stainless steel integrated bonding flange with Schluter®-KERDI collar laminated on the surface provides for a secure waterproof connection t

Adjustable brushed stainless steel grate frame to accommodate a range of tile thicknesses t

Three attractive interchangeable grate designs: » Brushed stainless steel with square perforations » Closed-design, brushed stainless steel » Stainless steel pan for setting tile inserts t

Available in eight grate lengths ranging from 20" - 48" nominal t

Suitable for wheelchair-accessible showers

www.schluter.com | 1-800-472-4588

Circle 4 on Information Card

May/June 2011

www.TILEmagonline.com

23

To ensure that an SLU mix levels out, it must be distributed evenly across the floor with a trowel.

the floor. Spike shoes are available so an installer can walk on the floor without stepping directly into the mix, but I prefer to place 12x12x2-inch squares of wood as stepping stones on larger floors. As soon as the mix is poured, scrape the remains from the container and

use a trowel, wood float or a rake to distribute the SLU more evenly. This is the key to good results: SLU materials WILL NOT level themselves without help from the installer. It is important that the entire floor be wet with mix so the fluid SLU will level

itself. You do not need to be too exact, but after rough troweling, the SLU mix should be fairly flat. Distributing the mix must be done quickly. It’s a good idea to get at least one assistant to help distribute the mix. If you notice any stray lumps, mash them down with the trowel and then leave the SLU to seek its own level. Some brands will cure and harden quickly – some in as little as two hours – but make sure you follow the brand’s curing instructions before installing membrane or tile. Don’t be too concerned if there are minor bumps in the surface. These can be ground down with hand or power tools. Finally, to maximize adhesion between the hardened SLU surface and tiles or membrane, keep all foot traffic off the surface. TILE

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. Circle 5 on Information Card

24

www.TILEmagonline.com

May/June 2011

Underlayment Guide

Company Name: Bostik, Inc. Phone: (800) 7BOSTIK Email: [email protected] URL: www.bostik-us.com Company Contact: Christine Krisko Underlayment Products/Descriptions: Bostik UltraFinish™ - Latex-fortified, cement-based patch/for interior use prior to installing hardwood, ceramic, carpet, vinyl, or rubber flooring. Contains Bostik Blockade antimicrobial protection. SL-150 Self-leveling, cement-based underlayment/ repair, smooth, level concrete, ceramic/ terrazzo, approved plywood subfloors prior to installation of ceramic tile. Fast Patch 102 - Fast-setting, polymer-modified, cement-based compound/repair cracks, holes, uneven surfaces prior to ceramic tile installation. Can be applied over concrete, existing ceramic tile, exterior-grade plywood or well-bonded vinyl tile. GoldPlus™ Roller-applied, latex waterproofing and antifracture membrane/for interior use benearth thin-set ceramic tile installations on vertical or horizontal surfaces. Contains Bostik Blockade antimicrobial protection. UltraSet® Advanced - Trowel-applied, elastomeric waterproofing, crack, and sound isolation membrane and setting adhesive/use over properly-prepared concrete; structurallysound, exterior grade plywood (interior/dry use only); cementitious backer board; and existing, well-bonded vinyl/VCT or ceramic tile, prior to the installation of ceramic or stone tile. Ultra-Set Advanced may be used with gypsum-based underlayments in dry, above grade installations.

Company Name: CertainTeed Gypsum Phone: (800) 233-8990 Email: [email protected] URL: www.certainteed.com Underlayment Products/Descriptions: Diamondback™ Tile Backer - Protects tile installation and wall cavities from moisture intrusion.

Company Name: Custom Building Products Phone: (800) 282-8786 Email: [email protected] URL: www.custombuildingproducts.com Underlayment Products/Descriptions: SpiderWeb™ Uncoupling Mat; EasyMat® with SoundGard® Technology Tile & Stone Underlayment; Crack Buster® Pro Crack Prevention Mat Underlayment; Levelite® Self-Leveling underlayment; RedGard® Waterproofing and Crack Prevention Membrane

Dural Durabase underlayment provide crack isolation, water proofing, and sound control for both walls and floors.

Company Name: Dural USA Phone: (706) 695-9888 Email: [email protected] URL: www.dural.com VP North America: Wade Verble Underlayment Products/Descriptions: DURABASE CI PLUS – “The Perfect Solution” Underlayment: Completely redesigned for 2011. Waterproofing, Vapor Management, Crack Isolation. DURABASE ACI – “The Perfect Solution” As a peeland stick-application, this acoustical underlayment absorbs/reduces sound transmission in multi-story buildings. DURABASE WP – “The Perfect Solution” Underlayment for shower installs: extremely elastic waterproof membranes. Excellent for walls and floors.

Company Name: LATICRETE Phone: (800) 243-4788 Email: [email protected] URL: www.laticrete.com Director of Technical Services: Art Mintie Underlayment Products/Descriptions: LATICRETE® 86 LatiLevel™ - can be poured from feather edge to 1-1/2” thickness in one pour. LATICRETE 816 LatiPatch™ - Ideal for difficult substrates such as non water soluable cutback adhesive. LATICRETE Hydro Ban™ - Waterproofing anti-fracture membrane that doesn’t require fabric and allows for flood testing in 2 hours. LATICRETE 125 Sound & Crack Adhesive - Sound control and crack suppression in a one step single component adhesive. LATAPOXY® 312 Vapor Reduction Membrane - Reduces the moisture vapor emission rate from concrete; ideal for slab on grade construction. Drytek® 4000 Economical self-leveling underlayment designed for interior use over concrete, ceramic tile and vinyl. Drytek® 7200 High quality, self-leveling underlayment designed for interior use over concrete, ceramic tile, vinyl and wood. Drytek® 7400 - Fast drying formulation designed for interior applications as an underlayment and wear surface. Drytek® 9400 - Premium fast drying formulation designed for interior applications as a wear surface. Drytek® Skim Coat - Fast-drying underlayment designed for skim-coating, smoothing and leveling from feather edge to 1” prior to the application of floor coverings.

Company Name: MAPEI Corporation Phone: (954) 246-8888 Email: [email protected] URL: www.mapei.com Business Manager – Concrete Restoration Systems: Todd Miller Underlayment Products/Descriptions: Ultraplan Easy - high-performance, easypreparation, self-leveling underlayment. Novoplan 2 - professional, self-leveling underlayment Ultraplan 1 Plus - Highperformance, self-leveling underlayment. Ultraplan M20 Plus - Quick-setting, highcompressive-strength underlayment. Planitex SL - Self-leveling underlayment for gypsum and wood substrates.

May/June 2011

www.TILEmagonline.com

25

Company Name: MERKRETE Tile & Stone Installation Systems Phone: (714) 778-2266; (800) 581-6303 Email: [email protected] URL: www.merkrete.com Vice-President: Tim McDonald Underlayment Products/Descriptions: UNDERLAY C Ideal for achieving a slope base foundation for drainage; UNDERLAY L Premium high strength two component polymer underlayment; UNDERLAY M Professional grade two component polymer underlayment; UNDERLAY RS Professional grade rapid setting underlayment; UNDERLAY SLU Self Leveling underlayment from featheredge to ¾” thickness

Company Name: MP Global Products, LLC Address: P.O. Box 2283, Norfolk, NE 68702-2283 Phone: (888) 379-9695 Fax: (402) 379-9737 URL: www.quietwalk.com Email: [email protected] Dir. Marketing & Sales: Jack Boesch Underlayment Products/Descriptions: Ultralayer Peel and Stick Insulates, deadens sound and suppresses lateral cracks; QuietWalk Premium underlayment for laminate wood flooring; Insulayment Underlayment for glue-down or engineered wood floors; FiberBacker Underlayment for ceramic or porcelain tile floors; and DuoFoam Polyethylene foam with special moisture resistant film on both sides.

26

www.TILEmagonline.com

Company Name: NAC Products, Inc. Address: 3200 South Main St., Akron, OH 44319 Phone: (800) 633-4622 Fax: (330) 644-3557 URL: www.nacproducts.com Email: [email protected] Marketing Manager: Nick Duve Underlayment Products/Descriptions: ECB Anti-Fracture Membrane Longest lasting, most reliable & highest rated membrane on the market today! Strataflex Waterproofing & Anti-Fracture Membrane is perfect for interior & exterior waterproofing in a single application. Marmox-NAC Backer Lightweight, Waterproofing Backer Boards are NOT your typical backer boards! Easy to cut, light-weight, waterproof & thermal insulator. Super SAM 125 Sound Control Membrane is a sound reduction membrane, crack suppression membrane and waterproof membrane when used with an approved sealant, all in one easy-to-use roll. ECB Green Anti-Fracture & Waterproofing Membrane is THE very first “Green” selfadhering, crack isolation membrane on the market! Perfect for LEED specification!

Company Name: National Flooring Equipment Phone: (763) 315-5300 Email: [email protected] URL: www.nationalequipment.com Underlayment Products/Descriptions: 8274/9274 Panther® Planetary Floor Prep & Polish Systems. 5274 Floor Preparation System. Removes, Polishes and Sands. 92650/92800 26” & 30” Planetary Flooring Systems. Runs up to1100ft of 10 gauge cord! Panther® Ride-On Floor Removal Systems. Gas, Electric, or Battery operated options. Panther® Hydraulic Walk-Behind Floor Removal Systems.

May/June 2011

Company Name: Noble Company Phone: (800) 878-5788: Email: [email protected] URL: www.noblecompany.com Company Contact: Richard Maurer Underlayment Products/Descriptions: Chloraloy® - the original CPE shower pan liner; NobleSeal® TS - waterproofing sheet membrane for thin-bed applications; NobleSeal® CIS - crack isolation sheet membrane; NobleSeal® SIS - sound reduction sheet membrane; FreeStyle Linear Drain - ideal for use in curbless, barrier-free & ADA wet area applications.

Company Name: ProSpec Phone: (800) 738-1621 URL: www.prospec.com Company Contact: Kirk Kazienko Underlayment Products/Descriptions: Level Set 300 Premium Self-Leveling Underlayment. Superior flow with no troweling required. Level Set LW-60 Lightweight Self-Leveling Underlayment. 50% lighter than conventional cement gypsum systems. Level Set Deep Pour 3 Self-Leveling Underlayment. Applications from feather edge to 3”. Feather Edge Premium, polymer modified, rapid setting, trowelable finishing underlayment. Level Set Wear Topping. High strength, abrasion-resistant wear surface, designed for commercial use.

Company Name: QT Sound Insulation Phone: (866) 326-5712; (717) 295-3414 Email: [email protected] URL: www.qtsoundcontrol.com Company Contact: Paul Downey Underlayment Products/Descriptions: QTscu - Patented, recycled rubber underlayment designed to solve impact sound problems.

More Ways to Stay Connected Company Name: Schluter-Systems Phone: (800) 472-4588 Email: [email protected] URL: www.schluter.com Marketing Coordinator: Erin Malone Underlayment Products/Descriptions: Schluter-DITRA. Uncoupling layer, waterproofing membrane, vapor management layer for tile installations. Schluter-DITRA XL. 5/16” thick DITRA for even transitions from tile to 3/4” hardwood.

Company Name: Siena Tile & Stone Installation Products Address: 1681 California Ave., Corona, CA 92881 Phone: (951) 737-7447 Fax: (951) 346-9287 URL: www.sienaproducts.com Email: [email protected] Dir. Sales & Marketing: Christine Camponovo Underlayment Products/Descriptions: Siena Dragon Skin is a premium, ready to use waterproofing and anti-fracture membrane. Siena Fracture Shield is a premium, readyto-use anti-fracture and crack isolation membrane. Siena Elasto Pro is a premium anti-fracture and crack isolation mortar and membrane in one. Siena Self-Level SLU is rapid setting, and creates a smooth, level surface for fast leveling projects.

Company Name: Sound Seal/Impacta Flooring Division Phone: (800) 569-1294 Email: [email protected] URL: www.AcousticFlooring.com National Sales Manager: Bill Devin Underlayment Products/Descriptions: Impacta-Regupol ProBase acoustical rubber underlayment CeraZorb 5mm, synthetic cork underlay Cerama Core Tile backer board – peel & stick Cera Silence – underlayment system for marble & stone flooring.

TILE

Magazine

TILE

Company Name: Southern Grouts & Mortars, Inc. Phone: (954) 943-2288 Email: [email protected] URL: www.sgm.cc Company Contact: Robert Pritchard Underlayment Products/Descriptions: CSM 40 Crack Supression Membrane CSM 90 Sound Control Underlayment; Southcrete 1132 Waterproofing Membrane Southcrete 1100 Crack Suppression Kit; Southcrete 826 Fast Setting Patch

Company Name: Tramex c/o Black Hawk Sales, Inc. Phone: (303) 972-7926 Email: [email protected] URL: www.tramexltd.com Company Contact: Dennis Wieszcholek Underlayment Products/Descriptions: CME4-Non-destructive instant moisture content reading; CMEXII- Instant concrete moisture content reading and humidity probe; Tramex MEP - Non-destructive pre and post installation moisture meter; MRHIII Pre and post installation moisture meter and humidity probe; CRH- Instant concrete moisture meter with data storage and humidity probe

Company Name: Wagner Electronics Phone: (541) 582-0541 Email: [email protected] URL: www.rapidrh.com Company Contact: Jason Spangler Underlayment Products/Descriptions: Rapid RH Fast, accurate moisture test for concrete floors.

!

L VE

Go to www.tilemagonline.com for more information

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

May/June 2011

www.TILEmagonline.com

27

A Woman’s Perspective by Jeanne Nichols

Stand Out to Get Noticed

W

e’ve all heard the adage “sex sells.” We also know better than to subscribe to this practice in the tile business, but the ultimate message this aphorism does communicate is how we present our business and/or products and having the right people presenting will determine our sales. Due in part to the Internet and the overabundance of businesses selling tile products, most of our clients — whether they are coming into our showroom, being attended to by our sales staff or being serviced by our outside sales representatives — have seen a lot of companies, products and sales staff. Over the years, I’ve been to many showrooms and worked with and managed a lot of sales people. Let me tell you, many of these experiences are lost in blandness. If the showroom or salesperson doesn’t demonstrate anything unique, exciting or special, then the experience isn’t worth holding in the brain and therefore becomes just one of many, lost in minutia. How do we become memorable in the eyes of our customers? Following are a few opportunities we have to stand above the rest.

does it just fade into the surroundings? Do you believe that because of your Yellow Page listing, your search engine optimization (SEO) and a clear (but boring) sign people will find you when they are looking for tile products? If you believe this, then you’re missing a great opportunity for word of mouth. Do you know that if you look unique, exciting or special, people will come in whether they need tile or not? Do you realize that just by creating interest you can create and receive a lot of “buzz”? Are you taking full advantage of your store front windows, changing the contents regularly, lighting them adequately to draw attention at night? Have you given thought to putting something totally unexpected into the window to draw attention? I know

Façade and Signage Does your building or store LOOK unique, exciting or special in any way or

We know the importance of having a clean and organized showroom but what are we doing to make the inside of the store LOOK unique, exciting or special? Photo courtesy Villeroy & Boch.

28

www.TILEmagonline.com

May/June 2011

one store owner who painted the front of his store red (it had been white for over 40 years). People made u-turns to come into the building to see what was going on. What are you doing to make people screech to a stop or make a u-turn? Showroom We know the importance of having a clean and organized showroom but what are we doing to make the inside of the store LOOK unique, exciting or special? How about themed vignettes throughout the showroom using ’50s records, record players, posters and some tile reminiscent of the era. Maybe expanding this to include ’40s, ’50s, ’60s, ’70s and ’80s vignettes. Unexpected props are always fun and memorable. What about mannequins in a tile store, or partnering with local artists and craftsmen to show their pieces? The point is to create an experience. Products Where and how are you showing your most innovative products? Many showrooms put the “specials” at the front of the store, trying to compete for pennies and all the great products at the back or in a special “binder” or catalog section. Go to any great retailer and you’l find the

sales merchandise in the back, downstairs or at least in an area that requires passing some impressive merchandise. Produce a glitz and glamour section grouping exciting and innovative products together, knocking their socks off! You could also create the unexpected. One showroom that stands out in my mind was a Florida Tile showroom I went into once (many years ago, yet I still remember) where the products were arranged by color, integrating high-end and less expensive products. How many homes are ever built within budget? When a customer really loves something, they’ll find a way to get it. The unexpected, different from the competition, is a great way to set your products apart. Sales Staff Let’s take a few minutes to discuss our outside sales people. How many reps in a day does an architect, design firm or retailer see? How can you make your

call and your product or the sales person stand out as unique, exciting and special? As an architectural rep. I called Mike Collins, who at the time was sales manager for one of our products lines. I told him that I was going crazy and bored out of my mind making architectural calls. He told me I should rent a Harley and some “leathers,” load my samples on the back and make my calls. Of course that wasn’t an option, but it did get my attention. If I was bored, how much more were my customers? I made a conscious effort to bring something “to the party,” the samples they were asking for PLUS something new and innovative, as well as products I thought would fit the budget on the project they were working on AND something totally off the wall... just for fun! Before long, the clients looked forward to my visits if only to see what I would come up with next. It’s not enough in this day and age to do what we need to do, we must have

something unique, exciting and special to stand out in the minds of those who hold our future and success. TILE

About the Author Jeanne Nichols has worked with regional and national organizations throughout the Jeanne Nichols 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.

Circle 6 on Information Card

May/June 2011

www.TILEmagonline.com

29

B

ith W g n i d uil

C

ile: T c i m a er

elty v o N e nd th o y e B ing

Mov

en the o broad

” help t n i a p S eign in d designers. R “ , a m cts an e Cevisa t i h c r ct a of proje

vision ndian

i Nalba

By Arp

I

n early February of this year, I embarked on the “Reign in Spain” tour which included the cities of Zaragoza, Teruel and finally Valencia, where Cevisama’s annual exhibition and conference takes place. Our group, comprised of editors, bloggers, architects and designers, were to be shown the rich mix of architecture, design and culture that demonstrated the country’s deep influence in both traditional and modern design. My expectations were not only met, but were exceeded by the generosity, hospitality and friendliness of our caretakers, hosts, tour guides, and the multitude of tile manufacturers we met along the eight-day trip. The educational aspect of this trip was also one that couldn’t be missed. Patti and Ryan Fasan, Professional Attention to Tile Installations (P.A.T.T.I.), led several sessions about how to specify and design with tile. Their experience and insight of the ceramic tile industry is immeasurable. Often, our curiosity would allow one of us to wander to examine in length at something that caught our eye. Our hosts, Amanda Eden (White Good & Co., representing Tile of Spain), the Trade Commission of Spain’s Mario F. Buisan (trade commissioner) and Silvia Valcarcel Lopez, and Association of Ceramic Tile Manufacturers of Spain (ASCER) promotions director David Portales were

continually tested on their patience – yet they always did it with a smile. The tour of Zaragoza, the first city on our itinerary, included visits to the Spanish Pavilion at the Zaragoza International Expo and the Congress house. While at the Spanish Pavilion, we had an exclusive tour of the building and its “ceramic tile forest” exterior comprised of 750 poplar tree-like terracotta pillars, manufactured by Ceramica Decorativa. The building and its various ecological components were created in collaboration with the Spanish Center for Renewable Energy and Navarrese architect Patxi Mangado. Following the Spanish Pavilion tour, we were guided to the Conference Center of Aragon where Spanish architects Fuensanta Nieto and Enrique Sobejano used 120,000 triangular ceramic tiles to cover the roof. The tiles, assembled in 6’ x 28’ sheets in order to make the roof construction easier, feature a vitreous finish. Depending on the time of the day, the roof changes from a matte to a shine. Further, validity of ceramic tile’s centuries-long longevity and integral use as construction material was solidified with our visit to Teruel (a World Heritage city designated by UNESCO). As a center for Mudejar art, a style influenced by Islamic tradition and more contemporary European architectural styles, the fortress-

like city is characterized by extensive use of brick and glazed tiles within its architecture. With our tour of various Spanish cities over, we made our way towards Valencia to experience a private visit of the Keraben manufacturing facility and Cevisama, the annual international ceramics, natural stone and bathroom equipment fair. While on the Keraben tour, our host Javier Plasencia (U.S. area manager for Keraben Grupo S.A.) and several members of the company’s quality assurance, and R & D team members were on hand to demonstrate the various stages and processes in producing ceramic tile products. For myself, and several others in our group who had never attended Cevisama, the trips through Zaragoza and Teruel gave us a small glimpse of what to expect at the show, or so we thought. From locally sourced terracotta tiles by Ceramica Elias to Pamesa’s slate look with Burma, Natucer’s Filter Floors with its raised, slotted system, Apavisa’s hexagon-shaped ventilated façade system, Roca’s Green City collection featuring 80% recycled content, Grespania’s CoverLam (3.5mm) that measures 1000x3000mm (3ftx10ft), Sierragres’ photovoltaic and façade system to Ecom4Tile from Ceracasa with its energy-saving, antibacterial collection — each of the hundreds of Cevisama exhibitors presented the opportunity of discovery. Collectively, our group hoped

Opposite page: Teruel, Spain, a World Heritage site, boasts extensive use of brick and glazed tile in the city’s architecture. Right: The “Reign In Spain” group amidst the historic city of Teruel. From left are: Ryan Fasan, P.A.T.T.I.; Amanda Eden, White Good & Co.; Andie Day, Andie Day LLC; Bob Borson, BernbaumMagadini Architects; Emily Hooper, Floor Covering News; Scott D.Q. Knudson, Wiencek + Associates; Patti Fasan, P.A.T.T.I.; Mike Chino, Inhabitat; Arpi Nalbandian, TILE Magazine; Megan Mazzocco, Architectural Products magazine; Lira Luis, atelier lira luis, llc; Paul Anater, design blogger; and Jean Dimeo, ebuild, EcoHome and Building Products magazines.

May/June 2011

www.TILEmagonline.com

31

to see many of the products presented to us during Cevisama used on American projects. Following our return, I spoke with a few of our group’s architects and designers and asked them about their prior experiences with Spanish tile, how their specifications/ recommendations may have changed as a result of the trip, and what they learned from the trip, as a whole. Lira Luis, AIA, RIBA, LEED AP Principal Architect, atelier lira luis, llc

“Prior to the Reign In Spain event, I had specified tile in various building typologies. The decision to specify was not

driven where the tile was manufactured but rather more on how it meets the design intent. I’ve used it extensively in a museum project in Phoenix, K-12 school buildings, commercial office spaces, and retail spaces. After the Reign In Spain event, and after seeing Cevisama and what is available out there, I quickly realized the enormous amount of building tile that allow for an architect to express design elements. I also learned of the numerous applications for tile within a building, which were traditionally not available. (For example, the Bionic tile and the slim tiles). These allow for more flexibility in design.

The knowledge I have about different tile applications and products is expanded through the Cevisama experience. Whether or not it will immediately be incorporated in architectural projects is another issue. While I may be able to recommend a specific building product to the building owner, it is still subject to other factors like cost, maintenance, durability and aesthetics, to be able to use it in the project. Finally, I think it is important for architects and designers to be aware of advancements in several building products. While tile may be one of the oldest building materials in history, it has

Cevisama & Trends By Ryan Fasan, Professional Attention to Tile Installations, Ceramic Tile & Stone Consultant & Trainer

C

evisama has always been an event fuelled by unbridled creativity. Each year’s novelties raise the bar for ceramic tile and 2011 was no different. This innovative spirit, always searching for creative solutions, is a defining paradigm of the Spanish tile industry. It’s inspiring to witness this constant pushing of the envelope, never being satisfied with what worked before- Always questing for ways to make product with more added value. Due to the economic downturn, manufacturers are constantly looking for new markets to utilize ceramic tile, growing the proverbial pie rather than simply striving for a larger slice. Thin porcelains are probably the most prolific example of this for 2011. This thin material (between 3-6mm depending on the production method) essentially halves the embodied energy of porcelain- One of the biggest critiques green design programs have with ceramics. This thinner tile is finding applications in so many areas outside of traditional floor and wall installations. Furniture and cabinetry are taking advantage of thin porcelain veneers to offer a durable, sanitary surface that is easy to clean; Decorative screens and drop-ceiling treatments that are lightweight and still offer all the benefits of porcelain including being unaffected by UV light; self adhesive programs create

32

www.TILEmagonline.com

cost-effective installation for commercial walls and easy tile-over-tile solutions for DIY’ers. The list of possibilities goes on and on. Many of the new products this year are centered on rational environmental solutions. Meaning this new product doesn’t necessarily strive to fit within the current frame work of green design mandates but rather, offers truly sustainable life-long solutions. By pairing ceramic tile’s inherent qualities; durability, thermal mass, ease of maintenance and hygienic nature with emerging technology, the industry is creating unique design materials that offer a lasting impact for generations to come. Many manufacturers are bolstering their closed-loop manufacturing by purchasing pre and post-consumer waste to supplement their own reclamation efforts, creating tile programs that contain up to 90% recycled content. Advances in manufacturing technology are what create the possibility for these new innovative product offerings. As new processes emerge, production designers and engineers are able to realize greater technical and aesthetic potential as they learn to use the full capabilities of their new machinery. The advent of digital ink-jet glazing allows for nearly limitless decoration potential thanks to DOD

May/June 2011

(drop on demand) glaze delivery and digital image files to create almost infinite variation. After a decade of working with this technology the industry has really hit its stride, producing reproductions that not only mimic the visual representation of stone or wood perfectly but are realistic in a tectile sense as well. Since there is no longer a need for screens to touch the surface of the tile when applying glazes, the amount of texture in this year’s collections is staggering. Texture has become an essential part of 21st century fashion and ceramic tile is not being left behind, mostly thanks to digital glazing once again. Everywhere the eye could see at Cevisama showed ceramic collections with multiple textures and finishes to create dynamic spaces. The use of contrasting textures in a space creates an environment where light and shadow imparts subtle variation of tone and shade as unique as the person viewing it. Ceramic tile is undergoing a new renaissance where possibilities are endless and limited only by our imaginations. Cevisama is the embodiment of this creative spirit and rebirth of the industry. Anyone in the design field should make the pilgrimage to Valencia in February at least once to be inspired by the limitless possibilities.

Top Left: The Conference Center of Aragon, where Spanish architects Fuensanta Nieto and Enrique Sobejano used 120,000 triangular ceramic tiles to cover the roof.

Center: At the Keraben manufacturing facility, an employee performs quality assurance procedures. Bottom: Members of the “Reign in Spain” group speak with a Grespania representative. From left are architects Bob Borson and Scott D.Q. Knudson, with Ryan and Patti Fasan, P.A.T.T.I., on the right.

was performing a disservice by specifying. I now have a greater comfort level in specifying. Also, I did learn more about the advances/digital mastery of ceramic tile products through the education series provided. I’ve met with four clients requiring tile for projects since I returned from Spain and I’m able to identify and discriminate well made ceramic tile vs. ruling it out all together for certain applications. I realize that not everyone has the opportunity to travel to Spain as our fortunate group did. With that in mind I would suggest making an appointment to speak with a trusted sales representative in showrooms to learn more about advances made in technology, quality and innovation. Another option would be to contact Professional Attention to Tile Installations (P.A.T.T.I.) as they are an invaluable resource for the latest trends, etc. in the industry.” Scott D.Q. Knudson, AIA, LEED AP Vice President, Wiencek + Associates

Principal, Andie Day LLC

“In the past, I had included a few, but not too many, Spanish brands in typical settings such as the bath floor, a tub surround, an elevator lobby floor, and building lobby floor. As a result of the “Reign In Spain” tour, I’m now striving for the ever-larger format, especially on tub walls, especially the 1m x 3m product. Also since Spain, I’ve called for tile on exterior concrete balconies in applications where we had to raise the balcony floor slightly for wheelchair accessibility — using large-format tiles on a thick-set exterior bed. We have another project where we will clad a high-rise with a rainscreen, and now will add tile to the repertoire for consideration. Until Cevisama, I personally didn’t know about the 3.5mm products (double-roller-press). It isn’t something to be afraid of in terms of strength, and in fact, it’s more supple and flexible, and thus probably slightly less susceptible to breakage following installation. And, it can be installed on top of existing tiles, saving money in a limited-scope renovation project.”

“Prior to the trip, I hadn’t specified Spanish tile. Following the trip, my specifications/recommends have definitely increased for tile? For me, it’s a case of ‘I didn’t know what I didn’t know.’ For example, I’ve been told by tile installers that large format tile installed on the floor will ‘always’ crack and that I

I believe Andie Day summed up the experience of “Reign In Spain” the best by saying “I didn’t know what I didn’t know.” Cevisama 2012 will be held February 7-10 in Valencia, Spain. For more information, visit cevisama.feriavalencia.com. TILE

certainly evolved into something more revolutionary than when it was first discovered. Knowing about these developments help trigger creative realizations that would prove meaningful.” Andie Day, Interior Designer

May/June 2011

www.TILEmagonline.com

33

Tile of Italy News By Kristin Coleman

Ceramic Tiles of Italy Honors Winners of 2011 Design Competition, North American Distributor Awards

D

nd

uring the 22 edition of Coverings, Ceramic Tiles of Italy made two important announcements. At Ceramic Tiles of Italy’s International Press conference on Tuesday, March 15, representatives from the Italian ceramic tile industry announced the winners of the highly competitive 2011 Design Competition. Representatives from each winning project, as well as the distributors and contractors involved, were all on hand to accept the award and speak about the design. Later in the evening, at Ceramic Tiles of Italy’s annual Serata Italiana event, the association then honored Happy Floors as the recipient of the 2011 Confindustria Ceramica North American Distributor Award in front of a crowd of industry insiders. The Ceramic Tiles of Italy Design Competition, sponsored by Confindustria Ceramica, the Association of Italian Ceramics and the Italian Trade Commission, showcases the work of North American architects and designers who use Italian tile in their projects. Winners and honorable mentions within each category are based on the project’s

functionality, visual appeal, original use of tile and overall design. Commercial/Hospitality Winner: RMW Architecture & Interiors Project: Brocade Communications Tile Manufacturer: Caesar Ceramica Contractor: DeAnza Tile and Reputable Tile Distributor: SpecCeramics, Inc. RMW designed a layout consisting of universal workspaces, presentation theaters and outdoor cafes. Receiving the ISO 14001 rating for their commitment

Right: Commercial/Hospitality Winner — RMW Architecture & Interiors

34

www.TILEmagonline.com

May/June 2011

to environmental sustainability, Caesar Ceramica’s “More” collection was chosen as the flooring in the lobby of all three buildings, inside the elevators and throughout the public spaces on each of the 18 floors. Throughout the Bladerunner Café, the floor and accent walls are tiled in “More” to provide an attractive, easily maintained surface in heavily trafficked areas. Residential Winner: Belzberg Architects Project: Kona Residence Tile Manufacturer: Floor Gres Contractor: DEM Construction Distributor: Stone Source For the Kona Residence in Kona, Hawaii, Belzberg Architects found inspiration in the nature surrounding the property. With the Hawaiian volcanic mountains to the east and the ocean’s horizon on the west, the natural elements helped to shape the geometric center of the home. Built in a series of pods throughout the property, the

Left: Residential Winner — Belzberg Architects

A gallery corridor connects the two wings and becomes a focal feature for the home. Influenced by Hawaiian tradition, the entryway incorporates the local basket weaving culture in a large sculptural overlay that represents the traditional arrival gift of the island. Tiles from Floor Gres run throughout the home’s floors, giving a fluid look throughout the main living areas and onto the much-used outdoor space.

layout features two sleeping rooms with common areas, a media room, master suite and main living area.

Institutional Winner: SNC Lavalin, Inc Project: Canada Line - Rapid Transit Tile Manufacturer: Casalgrande Padana SPA Contractor: SNC Lavalin, Inc. Distributor: Stone Tile Installation Materials: MAPEI Institutional winner SNC Lavalin, Inc. designed The Canada Line Subway with 16 new stations from the Vancouver International Airport to Olympic Village. The vast majority of stations (15 out of 16) feature Casalgrande Padana’s “Marte” collection, which was used on the floors, walls,

Circle 7 on Information Card

TILE

Magazine

Need Reprints? Contact Jennifer Allen 818-224-8035 x 2214 • [email protected] Circle 8 on Information Card

May/June 2011

www.TILEmagonline.com

35

Top Left: Institutional Winner — SNC Lavalin, Inc. Bottom Left: Vittorio Borelli (left), vice president of promotional activities for Confindustria Ceramica, and Franco Manfredini (right), chairman of Confindustria Ceramica, present the 2011 North American Distributor Award to James Nowicki of Happy Floors.

platforms and all public access areas for their long-lasting durability. Each station was designed with a slightly different appearance to blend in with the surrounding neighborhood. From the Marte series, various colors were chosen for each station’s design in a matt, satin and bushammered finish. Fougeron Architecture, GHA

I

to look like this, oject r p r Installer! you Tile nt d a e ¿ ’t w Certi on $ a d ire $ ou h y $ f

$

For more information on becoming a Certi¿ed Tile Installer Visit www.tilecareer.com or call 864-222-2131 Certification provided by:

Signature Level Sponsors: $FSBNJD
5JMFT
PG
*UBMZ
t
$PWFSJOHT
t
$SPTTWJMMF
*OD
t
$5%"
t
/5$"
t
5$/"
t
5JMF
PG
4QBJO



36

Design Studios and Hufft Projects were also awarded Honorable Mentions in the competition’s institutional, commercial and residential categories, respectively. In addition to rewarding architects and designers for their outstanding work featuring Italian tile, every year Ceramic Tiles of Italy recognizes a prominent distributor who is dedicated to the promotion of Italian tiles in the marketplace. The recipient of the 2011 Confindustria Ceramica North American Distributor Award is the Miami-based distributor, Happy Floors. Ceramic Tiles of Italy will be exhibiting at AIA in New Orleans from May 12-14 (booth 3041) and ICFF in New York from May 14-17 (booth 1420). Please visit us at these shows or visit www.italiantiles.com to stay updated on products, projects and promotional activities. TILE

www.TILEmagonline.com

May/June 2011

For expanded online listings of our Gold Book, go to our Website. www.tilemagonline.com/goldbook

TILE

Magazine

Tile of Spain News

by Amanda Eden, Tile of Spain representative

Tile of Spain Honors, Supports Innovation

T

ile of Spain continues to stand behind its global commitment to the four hallmarks of innovation, technology, design and ecology. This belief has been aggressively carried out through recent programs that honor the best and brightest design using ceramic tile as a key building material, by supporting research and development in the field of ceramics and by Spanish manufacturers’ constant strive for technological breakthrough.

The jury judging the entries was chaired by Alberto Campo Baeza, a prominent Spanish architect who is known especially for buildings such as the Headquarters of the Caja de Ahorros de Granada, the Casa de Gaspar in Véjer de la Frontera and the Bit Centre in Inca. When the jury met to select the winners of these awards it decided

Not Only Design The Tile of Spain Awards has become a benchmark measurement for excellence within Spain’s architectural world. In its 9th edition, more than 145 designs were entered across the three categories of the awards: architecture, interior design and degree projects.

Right: Honorary mentions for the Tile of Spain Awards were given to “Valle de las Cañas Sports Centre in Pozuelo de Alarcón” by Frechilla & López-Peláez Arquitectos.

38

www.TILEmagonline.com

May/June 2011

unanimously to award the prize in the architecture category to the “Casp 74 Housing Block” by Bach Arquitectes. The building was singled out not just for the high quality of the architecture but also for the exemplary way in which ceramic tiles were used on its façade. The jury also awarded an honorary mention to the “Valle de las Cañas Sports Centre in Pozuelo de Alarcón” by Frechilla & López-Peláez Arquitectos, plus two distinctions to projects entered by Ramón Esteve and Mestura Arquitectes, “IES Jaume I” and “CEIP 2L Martinet” respectively. In the interior design category, the award went to the “Avenida Libertad Car Park” by Manuel Clavel Rojo. The jury also gave honorary mention to the “Restoration of the Admiral’s House” by Estudio de Arquitectura Blasco Esparza. Lastly, the Tile of Spain Awards recognize the best degree project

Right: When the Tile of Spain Awards jury met to select the winners of these awards it decided unanimously to award the prize in the architecture category to the “Casp 74 Housing Block” by Bach Arquitectes.

completed by architecture students that give a prominent role to ceramic tiles. The jury awarded first prize to the “San Sebastián Thermal Sea Baths” by Alba Balmaseda Domínguez, who is studying at the Advanced Technical School of Madrid. It also awarded two honorary mentions: one to the “Escuela de Cine de Calatañazor” (“Calatañazor Film School”) by Sonia Pérez Rubio, of the Advanced School of Architecture of Madrid; and to “Centro de Arte Contemporáneo en el Barrio del Mercado” (Market District Centre for Contemporary Art) by María Asunción Ibáñez Roselló, Advanced School of Architecture of Valencia. It’s Time for Innovation Tile of Spain recently demonstrated its ongoing commitment to innovation in the use and functionality of ceramic tile as well as its deep investment in the United States market. A one-year research program entitled “Ceramic Futures,” undertaken by the Harvard Graduate School of Design (GSD) was supported and funded by the Spanish Ceramic Tile Manufacturers’ Association (ASCER). Over the past year, the project has engaged students from several GSD degree programs. Working with the Harvard School of Engineering and Applied Sciences, the Harvard Ceramic Program, the Instituto de Technologia Ceramica (ITC) in Spain, and ASCER, the research team investigated processes for designing and robotically generating a customized ceramic shading system that reduces annual heating and cooling loads and improves occupant comfort. The broader ambition of the project was to develop and test a new design workflow that bridges the current gap between

digital design and fabrication—a step that typically requires the generation of a new digital model from scratch. Led by Martin Bechthold, Professor of Architectural Technology, and Christoph Reinhart, Associate Professor of Architectural Technology, the project combines the professors’ respective research in robotic fabrication methods and sustainable design analysis workflows. Prototypes and visualizations of the project were exhibited at the GSD from March 25 to April 17, 2011. All Power to Technology Technology is now catching up to the unbridled creativity which is widely

recognized as a hallmark of the tile industry. This marriage of technological advancement and innovative spirit allows modern tile manufacturers to re-create the depth and spontaneity of classic tiles handcrafted by master artisans. Digital ink-jet glazing has taken reproductions of stone, wood and textiles to new heights allowing not only for perfect likenesses but also textures and finishes that are impossible to achieve in the original material. Traditionally, engineers have worked to create tile that is perfectly flat, square and regular but today they are doing everything they can to bend, stretch, fold, layer, distress, shape and warp modern tile into anything but.

May/June 2011

www.TILEmagonline.com

39

Now…Ecology In the eco-centric 21st century, all material’s value is weighed against its environmental impact. The tile industry is taking this mandate to heart by striving for zero waste manufacturing and creating innovative product solutions for the modern consumer. These ecologically driven designs are forcing recognition for

tile’s environmental benefits. Recent advancements include incorporating smart minerals into ventilated facades to clean the air, thin porcelains which halve the embodied energy and resource consumption, self-cleaning and anti-microbial glazes applied to interior tiles. Most recently unveiled at Cevisama is phase-changing tile that harnesses the high thermal mass of tile

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 [email protected] or (770) 416-0200.

40

www.TILEmagonline.com

May/June 2011

The “Ceramics Futures” research program, undertaken by the Harvard Graduate School of Design (GSD), supported and funded by the Spanish Ceramic Tile Manufacturers’ Association (ASCER), is led by Martin Bechthold, Professor of Architectural Technology, and Christoph Reinhart, Associate Professor of Architectural Technology. The project combines the professors’ respective research in robotic fabrication methods and sustainable design analysis workflows.

to regulate indoor temperature and feel warm to the touch. For more about tile produced in Spain, contact Tile of Spain Center at the Trade Commission of Spain, by calling (305) 446-4387 or visit www. spaintiles.info. TILE

Chart Your Course to Real

SUC C E SS At Clear Seas Research we develop customized research solutions to identify:

The outlook for new/existing products Customer needs and expectations Optimal product price points Marketing messages with impact Your position in the industry Areas of customer satisfaction Opportunities for new solutions/products . . . and much more

CLEAR SEAS RESEARCH. Making the Complex Clear.

Find out how we can customize a research solution to help your bottom line. 248.786.1683 [email protected] www.clearseasresearch.com

An industry-focused market research company

As a CASRO member, we subscribe to the Code of Standards and Ethics for Survey Research established by the Council of American Survey Research Organizations.

Tile of Brazil News By John Moore, senior editor

Expo Revestir Highlights Brazilian Tile Industry

E

xpo Revestir opened to worldwide attendance recently, filling the Transamerica Expo Center in Sao Paulo, Brazil, marking its ninth year as a leading forum for ceramic tile design and production. This edition of Expo Revestir featured more than 200 exhibitors from more than 40 countries. Opening day featured the traditional ribbon-cutting ceremony, attended by authorities and members of the construction industry, followed by an international press conference that highlighted the achievements of the Brazilian ceramic tile industry. “Brazil is now going through an important phase in its economic development,” noted Antonio Carlos Kieling, president of Expo Revestir. He add, “the coverings sector should grow by around 6.23% in 2011.”

The International Forum of Architecture, which covers important trends in design and construction, included presentations by Julieann Humphryes, Kimberly Sheppard, and

Right: More than 40,000 people attended Expo Revestir 2011, the largest tile tradeshow in Latin America.

42

www.TILEmagonline.com

May/June 2011

Michael Gabellini. Humphryes, the director of yoo Design Studio, has created projects around the world, maintaining partnerships with French designer Philippe Starck and Dutch designer Marcel Wanders. On the show floor were buyers from across the globe exploring the latest products from leading manufacturers. • Eliane debuted several new series, including its Colortrend line of glazed wall tiles; Maxigres is the company’s latest large-format tile that is also designed for heavy traffic; and Breccia, a large format stone look tile with a highly dimensional color pattern.

Top Left: Antonio Carlos Kieling, president of Expo Revestir, opened the International Forum of Architecture and Construction. Bottom: Fabio Endrigo Delfino of Lanzi demonstrates the company’s new Clean Up porcelain tile.

• Lanzi introduced a new stain-resistant porcelain series, Clean Up. • Incefra launched its Dry Tech series, as well as its new high-fashion, economical brand Design. • Portobello unveiled its new color program, PB-Tone 2011, which allows the company’s products to be mixed in an infinite variety. The company also introduced a various new designs based on natural wood and stone materials. “We have been getting great feedback from our U.S. customers on our travertine and concrete looks,” noted Cesar Gomes Neto, director of international operations for Portobello. “We expect a good response to our new Marmo line, based upon the past success of similar designs in the United States.” Expo Revestir will return to the Transamerica Expo Center in Sao Paulo, Brazil, March 6-9, 2012. To register or for more information, visit www.exporevestir.com.br. TILE

Moisture Measurement in Concrete Slabs webinar

®

Now more than EVER! 10 Times Faster Booth 3134 Lowest Cost per Test Simplest to Use Easiest to Comply www.RapidRH.com with ASTM F2170 1-800-207-2486

U.S. Patent 7,231,815. Additional patents pending

Wagner Electronics is proud to offer, “Moisture Measurement in Concrete Slabs,” a webinar presented by Howard Kanare of the Portland Cement Association’s laboratory. Kanare speaks about breakthrough VFLHQWLÀFGDWDWKDWVHULRXVO\FKDOOHQJHV what we have believed regarding traditional methods for moisture testing of concrete slabs. This free presentation was created to bring you the most current information on accurate moisture testing of concrete slabs. When: For times and dates please visit: www.moisturewebinar.com or email [email protected] or call 541.582.0541. Registration: This webinar is available by invitation only and online seating is limited. Please contact Wagner Electronics today to reserve your seat for this ground-breaking presentation.

Circle 9 on Information Card

May/June 2011

www.TILEmagonline.com

43

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

Turkish Ceramics on the Global Front

I

n its 23rd year, Europe’s third largest Ceramic Bathroom Kitchen Fair Unicera brought the ceramic sector to Istanbul, Turkey. During the fair, organized by Tuyap Fair and Exhibition Organization, ceramic tiles, vitreous wares, pools, saunas, bathroom and kitchen furniture, accessories and publications relating to these industries were exhibited side-by-side in early March. By gathering visitors and exhibitors alike from Europe, the Middle East, and Africa, the event created a great commercial potential and achieved its main purpose. This year, the show was attended by 60,841 people from 71 countries with 3,530 foreign visitors — confirming the international nature of the fair. According to statistics from 2010, the 22nd edition was visited by 53,394 visitors from 69 countries. Based on these figures, a 14% growth in total number of participants and 50% growth in foreign visitors prove that Unicera is

one of the best ceramic fairs in Europe. Twenty-seven companies from Turkishceramics Promotion Group participated in this year’s edition, including: Altin Ceramic, Bien Ceramic, Creavit, Dogvit, Duratiles, Duravit, Ece Sanitary Ware, Ege Ceramic & Sanitary Ware, Graniser, Granist, Hitit Ceramic, Idevit, Kale (Canakkale Ceramic – Kalebodur), Kutahya Ceramic, Pera Ceramic, Sanovit, Seramiksan, Seranit, Serel, Sogutsen Ceramic, Tamsa Ceramic & Granite, Termal Ceramic,

Left: Fashion and design look from Seranit. Top Right: With its soft and natural look for commercial environments, Shell from Kale mimics the look of natural Bluestone in a ceramic tile product. Bottom Right: Ege Ceramic’s latest introduction mimics the natural graining and texture of wood.

44

www.TILEmagonline.com

May/June 2011

Turkuaz Ceramic & Sanitary Ware, Umpas Ceramic, Usak Ceramic, Vitra, Yurtbay and Yuksel Ceramic. While these companies drew attention with their specially designed stands, the new trends of the ceramic sector, such as sustainable sanitary ware products and natural stone tiles, were also exhibited. With digitally printed ceramic tiles produced using the latest technologies, Turkish ceramic companies displayed their proficiency and success in using this application to set new trends. Also during Unicera, the Turkishceramics Promotion Group welcomed guests to its VIP Lounge, which was open to special clients of leading ceramic companies and editors of international industry-specific magazines. The 24th edition of Unicera will be held in March of 2012 at the Tuyap Fair and Convention Center. For additional details, please visit www.turkishceramics.com or contact [email protected]. TILE

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

TILE

Magazine

own custom magazine, website, or eNewsletter, our teams are ready to execute your publishing needs. Schedule a free Content Marketing consultation with us today. Contact Chris Wilson at 248-244-8264 or [email protected]

Magazines | Websites | Books | eNewsletters | Events | Webinars | White Papers | Videos | custommedia.bnpmedia.com

FREE L!VE SUBSCRIPTION & READER INFORMATION CARD

Please answer all questions to qualify and fax back to 630-739-9700 for your free subscription to TILE. 1

Would you like to receive a FREE subscription to TILE magazine?

RYES!

Rno

2

Would you like to receive TILE’s free eNewsletter?

RYES!

Rno

105RAC

Please check your preferred format: RGo GREEN TILE L!VE digital* RPrint Version *(Your e-mail address must be provided in the field noted “E-mail Address”) 4 What is your primary business? (select ONE only) 10 If you’d like to receive literature from ALL advertisers in this issue advertising 01 R Contractor/Installation 05 R Manufacturer products in the following categories, 02 R Architecture/Design 06 R Other (specify) just check the appropriate boxes. If 03 R Retailer/Showroom _________________ you’d like literature on only a specific 04 R Wholesale Distributor/Importer manufacturer’s product, write in the 5 What is your primary job function? (select ONE only) number found under the ad or editorial 01 R Installation 05 R Sales/Marketing in any of the boxes provided below. 02 R Architecture/Design/ 06 R Distribution 201 R Art/decorative tile Specification 07 R Purchasing 202 R Associations 03 R President/Owner 99 R Other (specify) 203 R Ceramic/porcelain tile 04 R General/Corporate _________________ 204 R Computer software/systems Management 205 R Glass tile 206 R Natural/stone tile 6 What type(s) of work does your company perform? 207 R Radiant floor warming (select ALL that apply) 208 R Tile adhesives/grouts/installation materials 01 R Residential 04 R Industrial 209 R Tile installation tools/accessories 02 R Commercial 05 R All of the Above 210 R Tile underlayments/membranes 03 R Institutional 06 R None of the Above 3

7

8

9

Where does your company (select ALL that apply) 01 R Brazil 02 R China 03 R Italy 04 R Mexico

Subscribe or Renew Online FREE Subscribe or Renew Online FREE

source products from? 05 R Spain 06 R Turkey 07 R United States 99 R None of the Above

What is your purchasing authority? (select ALL that apply) 01 R Recommend 05 R All of the Above 02 R Approve/Authorize 04 R None of the Above 03 R Specify What is your company’s annual sales volume? (select ONE only) 01 R More than 10 Million 04 R $500,001- $1,000,000 02 R $5,000,001- $10,000,000 05 R $250,001- $500,000 03 R $1,000,001- $5,000,000 06 R $250,000 or less

Signature (required) ____________________________________ Date _________________________________________________ Print Name ___________________________________________ Title _________________________________________________ Company _____________________________________________ Address ______________________________________________ City ________________________ State _____ Zip ___________ Work Phone ___________________________________________ Work Fax _____________________________________________ E-mail* _______________________________________________ *If you provide your email address, it may be used by our advertisers to provide you with the information you’ve requested. • By providing your fax number, you’re giving us permission to fax subscription offers to you. • You will receive subscription and renewal notices from BNP Media via e-mail.

www.SubscribeForFree.com www.SubscribeForFree.com For free information on products or services in this issue, simply circle the respective reader service number below. READER SERVICE NUMBERS 001 002 003 004 005 006 007 008 009 010 011 012 013 014 015 016 017 018 019 020 021 022 023 024 025

026 027 028 029 030 031 032 033 034 035 036 037 038 039 040 041 042 043 044 045 046 047 048 049 050

051 052 053 054 055 056 057 058 059 060 061 062 063 064 065 066 067 068 069 070 071 072 073 074 075

076 077 078 079 080 081 082 083 084 085 086 087 088 089 090 091 092 093 094 095 096 097 098 099 100

101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125

126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150

151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175

176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200

Please fill out this card and MAIL it to: 440 Quadrangle Drive Suite E Bolingbrook, IL 60440 Or FAX to: 630-739-9700 For faster service, go online to: www.cdsreportnow.com/get?tile

Classified

Ad Index Use the Free Information Card on opposite page to receive free information about products and services mentioned in TILE Magazine. Find the Free Information Number at the bottom of the ad or editorial item and circle the corresponding number on the Free Information Card.

Company Name

pg. no.

RS no.

Company Name

pg. no.

RS no.

American Marazzi Tile ............52 (972) 232-3801 www.marazzitile.com

11

Omega Products Int’l ..............51 (800) 600-6634 www.sienaproducts.com

1

Arizona Hot Dots ....................37 (480) 451-3687 www.azhotdots.com

120

Original Mission Tile ..............37 (52) (444) 817-3929 www.originalmissiontile.com

124

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

2

Ornamental Tile Works ..........37 (847) 599-9208 www.ornamentaltileworks.com

121

Certainteed Gypsum, Inc.........21 (800) 233-8990 www.certainteed.com

18

Prospec ....................................22 (800) 738-1621 www.prospec.com

3

CTEF .......................................36 (864) 222-2131 www.tilecareer.com

Schluter Systems ......................23 (800) 472-4588 www.schluter.com

4

Custom Building Products ........5 (800) 272-8786 www.custombuildingproducts.com

Stonexchange ...........................50 (305) 513-9795 www.stonexchange.net

135

Hakatai Enterprises .................37 (888) 667-2429 www.hakatai.com

130

TCNA ......................................49 (864) 646-8453 www.tileusa.com

10

HCP Industries........................35 (800) 982-1550 www.hcpindustries.com

7

Tile of Spain ............................13 (305) 446-4387 www.spaintiles.info

28

Loxcreen Flooring Group ........29 (800) 565-6653 www.loxcreenflooring.com

6

Turkish Ceramic Promotion Committee ...........7 +90 212 266 52 54 www.turkishceramics.com

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

34

MP Global Products ................24 (888) 379-9695 www.quietwalk.com

5

NAC Products .........................35 (800) 633-4622 www.nacproducts.com

8

Wagner Electronic Products ....43 (800) 207-2486 www.RapidRH.com

62

9

Editor’s Note: The Advertiser’s Index is provided as a service to our readers. No liability is created nor accepted for any inadvertent errors or omissions.

May/June 2011

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

www.TILEmagonline.com

47

Tile Q&A By Dr. Jyothi Rangineni and Eric Astrachan

Photocatalytic Tiles: Uses and Limits

I

n practice, surface cleaning of building façade, involves considerable trouble, time, and chemical detergents leading to inevitable high costs. Is there a way to overcome this? An answer to this question can be photocatalytic tiles, which are antimicrobial, self-cleaning and decompose pollutants with a little help from sunlight, oxygen, and moisture available in the air. The end result is a tiled façade, a cleaner, healthier environment, and fewer cleaning costs.

on these free radicals, they are extreme biological and chemical reactants. There are many photocatalysts. Of these, titanium dioxide (TiO2) has been thoroughly researched for its photocatalytic activity. TiO2 exists in three forms, and of these, the anatase

Q: What are photocatalytic tiles? First, we need to define some of the science behind this technology. A photocatalyst is generally defined as a semi-conducting metal that produces charged free radicals from freely available water and oxygen in the presence of light (usually UV) without self-deterioration. Due to the charge

Right: A photocatalyst is generally defined as a semi-conducting metal that produces charged free radicals from freely available water and oxygen in the presence of light (usually UV) without self-deterioration.

48

www.TILEmagonline.com

May/June 2011

form is an effective photocatalyst under UV irradiation. Since the discovery and development of photocatalytic properties in the 1970s, TiO2 has been well-researched leading to a better understanding of photocatalytic reactions. Ceramic tiles with thin layers of TiO2 on their surface have now emerged on the market bearing with them these unique properties. The following is specific to TiO2, but other photocatalysts exist and exhibit similar properties. Q: What are the properties of photocatalytic tiles? TiO2, as a photocatalyst has many benefits. It is an inert substance with no known human toxicity. TiO2 photocatalysts generate strong oxidizing power when illuminated with UV light with wavelengths of less than 385 nm.

With hydroxyl radicals and superoxide ions, irradiated TiO2 photocatalysts can decompose organic compounds by participating in a series of oxidation reactions leading to carbon dioxide. TiO2 also increases the hydrophilicity or wettability of a surface by increasing the water angle contact between water and the TiO2 coated surface. These properties of TiO2 and other photocatalysts provide three important benefits. Antimicrobial action: Photocatalytic TiO2 effectively kills a variety of microorganisms including bacteria,

helps purify the environment by breaking down harmful pollutants such as nitrogen oxides (NOx). NOx cause a wide variety of health and environmental impacts, and NOx together with SOx (sulfur dioxide and sulfur trioxide) are major contributors to “acid rain.”

Q: What are the uses of photocatalytic tiles? The self-cleaning property of photocatalytic tiles promotes their application in varied areas such as hospitals, kitchens, urban buildings, etc. Apart from the three aforementioned benefits, use of photocatalytic tile may

GEAR UP FOR GREEN TESTING!

TiO2 also increases the hydrophilicity or wettability of a surface by increasing the water angle contact between water and the TiO2 coated surface. Snap this image with your phone to go to the TCNA website

Get the free mobile app for your phone http://gettag.mobi

viruses, fungi, mold and algae. The free radicals generated during photocatalysis kill the microorganisms by disintegrating and decomposing the cell wall, and the hydrophilicity helps in clearing the biological debris from the surface. Deodorizing: The free radicals also induce the breakdown of Volatile Organic Compounds (VOCs) by destroying molecular bonds in them. Some of the odor-causing compounds in the environment include formaldehyde, gasoline and many other hydrocarbons. Photocatalysts also degrade organic staining agents. Air Purification: Through its photocatalytic activity, TiO2 also

Antimicrobial & Photocatalytic Efficacy Solar Reflectance Index Volatile Organic Compounds Put the industry’s leading laboratory testing team to work for you! $FSBNJD
5JMF

t

4UPOF

t

*OTUBMMBUJPO
.BUFSJBMT

4ZTUFNT 3FTFBSDI

t

1SPEVDU
%FWFMPQNFOU Tile Council of North America Product Performance Testing Laboratory 864-646-8453 / www.tileusa.com

Circle 10 on Information Card

May/June 2011

www.TILEmagonline.com

49

Product Marketplace lead to fewer chemical and sanitizing agents’ being used, while improving air quality and reducing harmful organic and inorganic pollutants. The pollutants are not merely transferred from one medium to another but can be removed from the environment given sufficient time and exposure. Such properties make the photocatalytic tile an appropriate choice for outdoor applications in areas prone to higher levels of pollution. 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.

OUTSTANDING LIGHTWEIGHT CRACKISOLATION MEMBRANE IS A SNAP TO INSTALL Mapeguard™ 2 is a “peel-andstick” membrane that is 35% lighter than previous generations and offers high-performance, in-plane crack isolation up to 3/8” (10 mm). This semi-rigid sheet easily cuts to size and positions without losing its form. This membrane is the ideal solution for crack isolation in flooring installations for high traffic, commercial settings and multi-story buildings. Mapeguard 2 helps prevent existing or future in-plane floor cracks (with movement up to 3/8” [10 mm] wide) from transmitting through grout, ceramic tile or natural stone. It also reduces impact sound (footsteps, dropped objects, etc.) and airborne sound (voice, TV, etc.) transmission through floors when installed under ceramic tile, stone or wood floor coverings. www.mapei.com. For details circle #141 on the Free Information Card.

Q: What are the limits of TiO2? The efficiency of a TiO2 coating depends on the uniformity of the TiO2 layer; tiles without gaps in the TiO2 coating exhibit better activity. As a coating, the TiO2 photocatalyst operates in a wide range of temperatures but with less activity at temperatures lower than 50˚F. Low humidity is another factor which affects photocatalysts. Such environmental constraints limit the activity of photocatalytic tiles in regions with cold or dry days. While TiO2 is not self-deteriorating, meaning that the photocatalytic activity is not diminished with use, oil, salt, and dirt on the tile’s surface will decrease its photocatalytic efficiency in the absence of rain. Activity can be restored in most cases by re-exposing the catalyst by rinsing off the blocking agents. Q: Are there recognized test procedures to evaluate photocatalytic tiles? Yes, there are test methods available to evaluate the properties of photocatalytic tiles. Tile Council of North America (TCNA) runs ISO 27447 (test method for antibacterial activity of semiconducting photocatalytic materials) to evaluate the antibacterial activity of photocatalytic tiles against both gram positive and gram negative bacteria. TCNA also conducts tests to determine the potential to degrade organic compounds using methods UNI 11259 (Rhodamine B test method) and ISO/DIS 10678 (determination of photocatalytic activity of surfaces by degradation of methylene blue). Additionally, TCNA can perform ISO 22197 (test method for air purification performance of semi-conducting photocatalytic materials) to test for the removal of NOx pollutants. In conclusion, through innovation and advanced technology, the tile industry is leading the way to a greener and healthier future. TILE

About the Author

TILE 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: (305) 446-4387 or www.spaintiles.info. For details circle #140 on the Free Information Card.

50

www.TILEmagonline.com

May/June 2011

Dr. Jyothi Rangineni is a Research Scientist at Tile Council of North America. She is responsible for research and development of new testing standards for TCNA members and TCNA’s Product Dr. Jyothi Performance Testing Laboratory. Rangineni Dr. Rangineni has over 10 years experience in research and experimental design in Microbiology.

Circle 1 on Information Card

www.ragnousa.com

Limestone BI

Limestone BG

Limestone AN

Eternal Limestones A look that endures lifetimes. The beauty and extensive color variations found in natural limestone is recreated in ETERNAL LIMESTONES, Ragno USA’s newest Color Body porcelain. Next level digital print technology imitates the distinctive intricacies of Crema Europa, Jura and Lagos Blue limestones with such a high level of accuracy that it is difficult to distinguish the natural stone from the porcelain tile.

Circle 11 on Information Card