If there is only one thing to take away from Coverings 2010—the annual international trade fair and expo for the American tile and stone market—it is that you should forget everything you think you know about ceramic tile.
To be sure, ceramic is a material that millions of Americans already know and love, which is why it is in almost every bathroom or kitchen in some shape or form. And depending on region of the country—the Southwest and South, for example—tile is also popular in other areas of the home.
But the offerings at Coverings 2010 included bold examples of cutting-edge design, new exterior architectural applications, and science-fiction-like capabilities that the ceramic industry is exploring.
All this innovation comes at a time when the U.S. tile market is taking a hit and imports from tile-producing countries such as Spain and Italy also have seen significant declines due to the lagging economy.
According to the Tile Council of North America, U.S. tile consumption in 2009 was 1.82 billion square feet, which is a 14% decline from 2008 and the third year in a row the industry has seen this happen. “This is the first time this has occurred since 1982, during the midst of the last major recession,” the group says.
Italian tile imports in the U.S. have retreated to 1998 levels, while Brazilian tile imports also have been off for three straight years. Nevertheless, European tile makers are committed to the U.S. market and plan to continue making investments in the country for when the economy improves and people are again bullish on home buying.
Given the horrid economic climate, manufacturers were less eager to talk about things they cannot control—the economy—and more eager to talk about the things they can, such as new product introductions and tile trends. Watch the slide show and see for yourself.
Nigel F. Maynard is a senior editor for Builder magazine.