Eric Carson, well-known marketer and publicist for the tile industry, recently launched Blueprint Global Media, a new public relations and marketing company. The full-service agency is dedicated to supporting manufacturers of architecturally-specified building products and related services for residential and commercial projects. With years of professional experience working to build brand awareness and sales on behalf of a wide-range of U.S. and global clients, Blueprint Global Media has in-depth knowledge across several key categories including hospitality, healthcare, retail and stadium construction, as well as more complex integrated mixed-use destination projects.
The agency has gained worldly exposure representing many different manufacturers of porcelain, ceramic, glass and glass mosaic floor and wall tiles for LEED building projects. It maintains extensive relationships with editors and publishers of thousands of magazines and online vehicles, including those particularly focused on manufacturing, designing, and installing tile, stone, hardwood, resilient and other flooring types.
Based in Lima, Peru, with a satellite office in Portland, Maine, Blueprint Global Media also speaks and writes in Spanish, offering the unique ability of connecting South American manufacturers with U.S. architects, designers, distributors and dealers – and vice versa.
Blueprint Global Media bolsters its proven writing skills with professional, high-resolution digital photography and 1080p HD streaming video capabilities, perfect for trade show support and social media platforms. The company manages social media, provides SEO consultation, brand development, print ad production, website copy, project spotlights, sales literature, eblasts and targeted media buying programs.
Contact Eric Carson: epc@blueprintglobalmedia.com and/or visit www.blueprintglobalmedia.com. In Peru call: +51 226.1354, in the U.S. call toll free, 612.524.7888.

What’s new in tile and stone? Answers were found along the aisles of Coverings, the international expo and conference that exclusively focuses on the architectural building materials. The show wrapped up here Friday, April 20, concluding its annual four-day run. What was resoundingly clear about the standouts was that mastery of today’s technology is driving the trends and enabling manufacturers to take unprecedented leaps into production of adventuresome, jaw-dropping, inventive designs. The aesthetic results are more exciting than ever before.

Textured Tile

The sense of touch was teased at Coverings with numerous tiles that incorporate texture. Mosaico+ surprised by bringing 3D dimension to its Italian made glass mosaics with the introduction of Nova, a pillow shape, and also Pulsar, a basket weave look.

At Falcan, a Tile of Spain manufacturer, the temptations to touch were too strong to resist on tiles such as Secret, which, owing to its mixed glaze process, has a granular surface that added visual interest as well as the tactile experience to a floral motif. A buttons and bows decoration on Duo mesmerized with bas relief stitches detectable only by drawing a finger across it.

And, then there was a whole crop of wood lookalikes but made from porcelain that also mimic textural details of the real thing. Among some of these no-trees-harmed-in-production styles were those from the U.S. manufacturer Mediterranea, such as Boardwalk and Coney Island that are ideal for residential or even commercial projects. Porcelanite/Lamosa, another North American manufacturer, was showing Cortex Wood, a design resembling a crosscut of authentic lumber.

One of the great beauties of porcelain versus wood is, of course, its durability and suitability to installations in bathrooms, kitchens and pool areas. Unaffected by water or insect infestations, these non-slip surfaces increasingly are winning favor throughout American households.

Wood wasn’t the only texture being imitated. A close facsimile of Corten steel, capturing the contours as well as the patina that occurs with natural aging and weathering, could be found at the Apavisa booth. This Tile of Spain manufacturer has nailed a copycat look with its Bend tiles, a series that can go outside or inside a building.

Stacy Garcia, who addressed Coverings attendees during a trends forecast conference session, noted that another textured effect showing up more and more is what she called “calcification.” A specialist in surface design, Garcia described this look as imitating natural erosion, fossilization, and deconstruction. Exemplifying this tactile experience was Porcelanite/Lamosa’s Piedra Dorsal. Another example was in the Spanish Pavilion, where Colorker was showing its Natura tile simulating the aged, time worn appearance of wood planks. And, at Atlas Concorde, a Ceramic of Italy company, Evolve decidedly featured the erosive qualities of concrete but on a porcelain body.

Garcia also remarked on the growing popularity of medallions, and at Coverings this look also brought dimension to the tiles. A real showstopper was at the Saint-Gaudens booth where the jeweler turned tile maker Valerie Saint-Gaudens was showing inlaid bronze medallions in limestone and marble tiles. Nearby, another American artisan tile maker, CR Studio 4, also had wall tiles encrusted with bronze medallions, creating a decorative look that straddled classic periods with contemporary times.

Minimal Grout Lines

Many tile manufacturers have been able to produce such precision edges and rectified shapes that the grout lines are significantly reduced. Heading this parade were companies like Italy’s Del Conca, which was showing Due, a

20 mm thick tile for outdoor use that can be dry set completely grout-less. Indoor tiles such as Crate, from American manufacturer Stonepeak, require minimal grout, and this plank style even more highly resembles wood flooring with barely a grout line showing.

Artistic Tile showed exquisite glass mosaic designs, Estrella and Fiori, with petal-shaped tiles in such tightly composed floral and leaf formations that, though grout was apparent, the lines of each mesh-backed component were imperceptible.

Star Power

Trends aside, a little star power has its value, and at Coverings, Ceramics of Italy held the trump card. At manufacturer Lea Ceramiche a tile collection by Hunger Games actor and designer Lenny Kravitz was on display. Titled Goccia, the sculpted shape is punctuated by a raised disc and its glossy finish is amplified by the matte sheen of the rest of the tile. Luminary of fashion, Roberto Cavalli was represented with a tile collection for Richetti that was on exhibit. Among the offering was Diva Nero, a leopard spotted look that could impress even diehard fashionistas.

The next Coverings show is scheduled for April 29 to May 2, 2013, at Georgia World Congress Center in Atlanta, GA.

About Coverings   

Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. It has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 50 countries and attracting thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world. The exposition also serves as a valuable resource for continuing education for all categories of attendees, with informative, accredited seminars and live demonstration sessions conducted throughout the four days and all free of charge. Coverings 2013 is set for April 29-May 2, at Georgia World Congress Center, Atlanta, GA. For more information visit www.coverings.com or contact National Trade Productions, Coverings Show Management, 703.683.8500

Attendance at Coverings 2012 was up by 19 percent over last year’s show, with registration totaling over 22,000. This year’s tile and stone expo, having returned last month to Orlando and the Orange County Convention Center, put the brakes on what had been a decline experienced over the past three years in the wake of a global economic downturn. Helping to hit this year’s increased number was a huge spike in attendance among architects and designers, which climbed 84 percent. With Coverings next scheduled for Atlanta, April 29 to May 2, 2013, at the Georgia World Congress Center—its first time in that city—optimism abounds for another benchmark year amid what’s known to be a robust regional community of architects and designers.

Other market segments saw a rise at Coverings 2012, as well. Attendance among fabricators was up 69 percent from last year. Distributor attendance rose 16 percent.  Installer/contractor visits, were up 26 percent.

“These numbers are valid indicators that the tile and stone industry is in a recovery mode,” said Karen Fendrich, show director of Coverings. “No way has the dust fully settled from the economic turmoil, but there are decided improvements in business, with building projects re-booted and remodeling on the upswing—all good signs for anyone involved in this product category.”

Helping the Attendance Turnaround

According to Fendrich, no stone – or tile – was left unturned in working to make Coverings 2012 a success. “We enacted a very strategic, very aggressive marketing program, undertaking several new initiatives that helped attract visitors to the show.”

Reflecting its embrace of social media, the show incorporated for the first time a dedicated 1,500-square-foot area — Coverings Central — where attendees gathered to digitally interact and network with one another. The highlight of Coverings Central was the 18 social-media seminar sessions that provided great tips in 15 minutes. This area drew strong participation and was a hub of daily activity throughout the four-day event.

Another first:  more than 160 contractors took advantage of a specially guided tour of top resources on the show floor as part of the new Contractor Days. This program, in collaboration with the National Tile Contractors Association (NTCA), provided a well-edited visit for installers, helping to maximize their time at Coverings without second-guessing which of the 800-plus exhibitors to see. Additionally, it allowed them to personally meet and hear from company executives as they traveled booth-to-booth, direct access they might not ordinarily have experienced on their own. Tours included lunch, and the day was capped with a happy hour directly on the show floor in the Contractor Lounge. In fact, daily happy hours at Coverings have proved to be a welcome stimulus to added business networking, and they have become incentive to remain at the convention center and continue perusing the exhibits until closing.

Another growing attraction for attendees has been the Installation Design Showcase. This year’s project was a tour de force of three imaginary room settings where tile was the star material. The design concepts were brought to life by NTCA Five-Star master installers as attendees observed the process first-hand over the course of the show until completion. The resulting settings were jaw dropping. Nationally known Florida-based kitchen designer Joan DesCombes stepped out of her comfort zone into the outdoors to create a pampering patio setting. She was teamed with Cox Tile and Marble, of San Antonio, TX, which faithfully translated her vision, including construction of a working tiled fountain. Orlando native Grant Gribble, ASID, IIDA, partnered with Collins Tile and Stone, Arlington VA, and the outcome was a 70s inspired bath where tile composed into wall art was emphasized. Foreman Rogers, ASID, a senior designer with tvsdesign, Atlanta, stole the show with his boutique hotel guest room. Practiced in hospitality design, having recently completed the Gaylord Palms in Orlando, Rogers was paired with David Allen Company, Raleigh, NC, who met the design challenges, creating a visual treat of unorthodox cuts and skilled applications.

Exhibitors expressed their satisfaction with the ROI delivered by Coverings 2012, and seemed to be counting on Atlanta to deliver in 2013, as well. Darren Caraway of Vidrepur said, “We’ve exhibited for eight years now, and are happy to report another very busy and successful show. We saw a variety of attendees. Most strongly represented were distributors. It’s great to see distributors you currently work with, and, of course, show product to those who are learning about your company. We look forward to exhibiting next year, for sure.”

Esther Halferty, of Lilywork, was pleased with this year’s show. “We did have good foot traffic this year, and are looking forward to exhibiting next year in Atlanta, which we know is rich with architecture and design professionals.”

“We will definitely be back next year,” said Enrico Guazzi, area manager of LEA Ceramiche. “We had a very good show this year, with great response to the very design-oriented products.”

About Coverings   

Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. It has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 50 countries and attracting thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world. The exposition also serves as a valuable resource for continuing education for all categories of attendees, with informative, accredited seminars and live demonstration sessions conducted throughout the four days and all free of charge. Coverings 2013 is set for April 29-May 2, at Georgia World Congress Center, Atlanta, GA. For more information visit www.coverings.com or contact National Trade Productions, Coverings Show Management, 703.683.8500.

As part of its celebration of Mapei Group’s 75 years in business, MAPEI Americas is rewarding its loyal customers with a sweepstakes worth a total of $75,000 in cash and prizes. During 2012, contractors in the tile, stone and floor-covering installation sectors and in the concrete restoration sector will have a chance to enter the “$75K Giveaway” sweepstakes each time they purchase select MAPEI products. Entry forms and rules are available online at http://www.mapei.com/adv/us/75k_Giveaway/. “We’ll keep everyone updated on the promotion via our Facebook and Twitter presence, in addition to regular communications through our sales force,” said Operational Marketing Manager Steven Day.

MAPEI is giving away $50,000 (U.S.) in cash as the grand prize. The sweepstakes runs from March 1 to Dec. 31, 2012. A drawing will take place on January 4, 2013, to determine the winner of the grand prize, as well as the winners of one Polaris Ranger RZR XP™ 900, four  60″ (152 cm) flat-screen TVs and eight Apple^® iPads. Announcements of the winners will take place during the 2013 Surfaces and World of Concrete trade shows.

“Of course, it’s not very often that you get to celebrate 75 years of excellence,” Day said, “and we want to let our customers know that we really appreciate their business.” The sweepstakes will be highlighted at a number of off-road events being held during 2012 in conjunction with Robby Gordon Motorsports’ off-road team, where the Polaris Ranger RZR XP 900 will be featured.

Day is encouraging everyone to join in the sweepstakes: “We feel that 2012 will be a great year for MAPEI, with the introduction of several new products in both our flooring and concrete restoration categories. The $75K Giveaway is a great opportunity for contractors to try these new products along with some time-tested standard products and get a chance at winning the cash and having a great time. So, let’s celebrate!”

About MAPEI

MAPEI Group, with 67 subsidiaries including 58 plants in 27 countries, is today the world leader in the manufacturing of adhesives and complementary products for the installation of all types of floor and wall coverings. The company also specializes in manufacturing other chemical products for building, including waterproofing products, special mortars and admixtures for concrete, products for the restoration of ancient buildings, and special decorative and protective coatings for walls.

Eighteen MAPEI manufacturing facilities are located in the Americas, with headquarters in Deerfield Beach, Florida. MAPEI is an environmentally conscious manufacturer – the company has been a member of the U.S. Green Building Council since 2001 and a member of the Canadian Green Building Council since 2008. MAPEI Americas is a registered provider to the AIA/CES program and also offers training related to ceramic and stone tile, floor coverings and concrete repair through the MAPEI Technical Institute. The Quality Management Systems of the majority of MAPEI Americas facilities are ISO 9001 certified. Visit www.mapei.com for technical data or call 1-800-42-MAPEI (1-800-426-2734) for the nearest location.

During the third week of June, Conestoga Tile will be presenting the “Installation Expo 2012” to an expected 400 attendees representing 175 dealers, contractors and architectural firms. This wonderful educational opportunity focuses on the current hot topics of tile installations. The program will include product seminars by Laticrete International, Schluter Systems, NuHeat Industries, Trending Accessibilities and Aqua Mix. In addition, there will be 17 tabletop demonstrations from various ceramic tile installation manufacturers. And, the NTCA and CTEF (Ceramic Tile Education Foundation) will be highlighting their organizations and how they can help the industry.

The Installation Expo will begin on Tuesday, June 19th in Harrisburg, PA and then move during the next 2 days to Baltimore, MD on June 20th and Dulles, VA on June 21st. The program will run from 10:00 am to 5:00 pm each day.

“The tile industry continues to see many improvements and technological advances to the installation products and methods and we want to ensure that everyone has an opportunity to learn about these changes,” said Jim Vogel, president of Conestoga Tile. “We will have a very full schedule of seminars and demonstrations throughout the day.”

Starting at 10:30 am, Trending Accessibilities will be show casing an incredible curb-less shower pan. Often, installers avoid installing a curb-less shower because it normally involves dropping the floor to allow for the mud pan. In order to drop the floor, they must cut into the joist system and then reinforce the joists so that they do not compromise the integrity of the joist system. The Trending Accessibilities shower pan is a glass reinforced plastic that is only ¾” thick and provides a slope to the drain in accordance to industry standards of ¼ inch over 12”. The pan is adhered directly to the joists. It eliminates the need to cut into the joists and possibly causing a compromise in the joist system.

Laticrete International will be focusing their seminar on “How to properly install Glass Tile.” Our industry has seen a boom in glass tile being used in installations. But often, the installer struggles with glass mosaics in various aspects; such as, proper cutting of the glass to not have chips, ensuring that the proper thin-set is used to create an adequate bond, or having the small mosaics buckle on the wall prior to the setting material curing because of sagging. Laticrete will also address “When is it proper to use a Medium Bed Mortar”. With our industry continuing to see larger format tiles and planks being used in installation, the need for a medium bed mortar has increased. Unfortunately, many installers believe they can use a thin-set method with these tiles and incur problems with lippage and unsatisfactory installations.

Schluter Systems takes the floor in the mid-afternoon to discuss their different building materials for shower systems. Last year, Schluter introduced Kerdi-Board, a multifunctional tile substrate and building panel with a bonded waterproof coating on both sides of the panel. Kerdi-Board comes in several sizes from a 3/16” size to help plumb a wall, ½” size for an easy to install waterproofed shower wall, to 2” thick to build a fully structured wall. Along with their shower kits, the Schluter shower system allows an installer to build a fully waterproofed shower. This year, Schluter is introducing a linear drain to allow for a shower floor to use more than just mosaics.

Aqua Mix will be giving an informative session on “How to solve Grout Problems”. This informative session will explain why various grout problems occur and how to solve the grout problem, but they will also discuss how to avoid these problems in the future. There have been a lot of advancements in grout technology and as an industry we should move away from the traditional sanded and unsanded grouts to the more advanced hybrid grouts that exist today.

NuHeat Industries will finish up the program talking about many different facts about Electronic Radiant Heating Systems so that the installers understand how these different systems work. In addition, they will compare the use of a custom mat versus a standard mat to provide the best heating coverage of a floor.

Also on hand to offer advice and demonstrations are manufacturer representatives from Fin Pan Util-A-Crete, The Noble Company, StarQuartz Grouts, Barwalt Tools, BASF, National Gypsum PermaBase, DeWalt Saws, Ebbe Drains, Imer Saws, No More Slips, Rubi USA, and SuperiorBilt Tools.

Conestoga Tile is a wholesale tile distributor for the mid-Atlantic region since 1958. Over the years, Conestoga Tile has been dedicated to bringing various educational programs to their dealers, contractors and architects. “Providing employees who are well educated about our industry and having opportunities to pass on our education about the new technologies is a major goal of our company” states Jim Vogel. “In order for the tile industry to continue to grow, we need to ensure that the installers have the knowledge to provide superior installations.”

If you would like to receive more information on this excellent educational opportunity, feel free to email Jim Vogel at jimvogel@cctd.com or call him at 717-564-6860.