Having shaken off its legacy affinity for traditional looking ceramic tiles the Arabian Gulf market is getting more sophisticated – in seeking bespoke design, exclusive materials and premium quality – according to the top commercial representative of Apavisa Porcelánico, one of Spain’s largest and most reputed porcelain and ceramic tile producers.
The regional growth for Spanish tiles is being powered by large and medium-sized commercial and non-commercial projects that are often a mix of both regional and international influences, said Pedro Miralles, Commercial Director of Apavisa Porcelánico.
In an exclusive interview with Middle East News 247 on the sidelines of CEVISAMA 2023 in Valencia, Spain, Miralles admitted the Gulf market “is growing a lot; much more than other regions in the world”.
With a presence in more than 100 countries across the globe, Castellon-based Apavisa is a world leader in the manufacture and sale of porcelain and ceramic tiles, besides stone, cement, metal, wood, and encaustic products, and is a leading brand under the Tile of Spain grouping of the Spanish Ceramic Tile Manufacturers’ Association (ASCER).
In times past
“The Arabian Gulf region was a rather difficult market for us in previous years because Apavisa was not understood and appreciated in that part of the world as the region historically favoured mass-produced traditional looking tiles; which is not Apavisa Porcelánico excels in.
“However, in recent years the Gulf market is growing substantially for us as the taste of the region has evolved, on the lines of international trends, and I am certain the region will play a very important role in our global turnover within the next three to five years,” said Miralles.
Along with over 60-plus other Tile of Spain member brands Apavisa Porcelánico exhibited its latest innovations in its core product categories at the 39th edition of CEVISAMA, the international trade fair for ceramic floor, wall and paving tiles, bathroom equipment, natural stone, industrialised construction and machinery, held at Feira Valencia in Valencia, from February 27 to March 3, 2023.
Apavisa’s eight all-new porcelain floor and wall tile collections launched at CEVISAMA 2023 incorporate a visual and tactile experience where elegance and modernity combine beautifully.
Total ceramic solutions
With a proven track record of supplying to more than 3,000 top-tier projects across the globe Apavisa’s main aim is to “offer technical solutions in architecture and interior design”, said Miralles. The company achieves this mission through the use of cutting-edge and sustainable technologies, offering a broad spectrum of colours, textures and finishes, exceptional quality, and creative designs that are perfectly in sync with contemporary architecture and interior design trends.
In particular, Apavisa “offers products that are uniquely different, sometimes, even risky in terms of design, I would say”, said Miralles, having previously shown Middle East News 247 the use of solid gold in its bespoke product line.
Although Apavisa excels in providing ceramic solutions for hotels, restaurants, residential, retail/commercial and public housing projects in Spain and globally, the Arabian Gulf region’s demand for the company’s products generally encompasses “a combination of hospitality and projects involving private villas and exclusive apartments”, said Miralles.