RANGE REVIEW: TILES & TILING


effect tiles. All of this is available at a fraction of the cost of traditional stone or wood materials, no doubt playing a big part in the appeal of purchasing a porcelain replica for the home. Tile Choice marketing director


Lee Rudkin, agrees the longevity of wood-effect tiles makes it a popular choice with consumers, he says: “The beauty of this over wood is it is hard wearing, whereas wood is soft and could get dented. Also, you need to keep treating wood where it is porous and you need to keep varnishing it, whereas this is porcelain and is rock solid, and all you do is throw a mop over it and it looks as good as the day you laid it and it lasts forever. So, it has the advantage of having that natural look of wood in the house but with the advantages of porcelain.”


Strong demand for stone UK manufacturer, British Ceramic Tile, won the Excellence in Marketing Award this year in recognition of its National Tile Week initiative at the TTA awards. British Ceramic Tile’s head of retail marketing and brand, Jayne Adamson, echoes the importance of new technologies in tile design and manufacture. She says: “The demand for natural textures, such as stone, slate and wood continues to gain momentum, with effects becoming more advanced each year. High-definition printing continues to innovate, using advanced, finer printing methods to generate highly-realistic designs. The detail that can be achieved means almost any image can be transferred on


to ceramic to create an organic and realistic finish; capturing grain, structure and tonal variation. “Combining high-definition inkjet printing with rotocolour, we have been able to add even more texture, pattern and lustre to create truly stunning tiles. This advanced technique allows us to be at the cutting-edge of design, delivering a range of looks with added depth, detail and elegance.” Large format tiles have been on


trend for a number of years, and continue to be so. “Whether square or metro, large format tiles are seeing strong growth by offering a modern twist on a classic look,” says Jayne.


“For example large format metros


can create a striking interior look. They can be installed in a number of different layouts, including herringbone and basket weave patterns, giving homeowners an opportunity to create a space that is individual to them. Metros with beveled edges and deep jewel tones are in demand and showing good sales figures with retailers. “One of the beauties of


large


format tiles is fewer grout lines, which gives a more fluid design finish and the illusion of more space. Large format marble effect tiles are also on the rise. Being used to create luxurious bathroom design schemes, sales of large tiles are increasing across the retail and commercial sector.”


Mixing it up Lee says Tile Choice has seen a greater interest in random lay patterned tiles, and believes these


trends are heavily influenced by the fashion industry, he says: “The factories are mixing it up a bit now, where they’re not using just one style of pattern, they might produce half a dozen patterns in a box, and you just put them down randomly – so it gives it a Victorian look. Tiling is becoming more and more of a fashion-led industry as opposed to the general purpose of covering a wall, because you’re looking at the colours, the design, the textures and the finishes. “If you mix that with a border, or put it against modern furniture, it gives it a complete new look and it’ll be used as a feature panel. It’s almost hand painted, and it looks like something from a Greek restaurant, and as a backsplash on a kitchen for example, it can really throw a lot of colour and style into the room which could otherwise


be a plain white, traditional kitchen. But, some people need to be a bit more forward-thinking with these things, and they’re a little hesitant to get away from the beige and the greys, and go a little mad. But, some people do it, and it looks amazing.” Another interesting trend


currently is the popularity of industrial


finishes, including


concrete and metal. “Industrial- inspired tiles are holding strong as favourites, with their diverse nature allowing them to be used in any number of interior schemes,” BCT’s Jayne


Adamson says.


“Rusted and aged metal effects with an added textural element give a raw, urban edge, perfect for those who want to transform their rooms into loft living style spaces.” Topps Tiles’ Sian O’Neill highlights the role that grouts and trims can play: “The shade of grout can really enhance and help to achieve a specific look, regardless of which tile pattern is chosen. For example a darker, contrasting grout creates a modern feel with graphic lines and bold colour, whilst the use of a coordinating grout helps to soften harsh angles and create a much more calming, serene space. “Trims are also on the up, giving


Consumers are seeking out stylish, attention-grabbing designs in the home, as seen here with CTD’s Cuban tile range 18 DIY WEEK 15 JUNE 2018


projects an expert finishing touch and look that’s easy to achieve. With lots of customers trying to create a more aspirational style, adding a brass or metallic trim to their project helps to give it a contemporary and luxurious edge.” With regard to identifying the most important sales drivers currently, Sian believes that social media is now one of the most important factors: “With design inspiration at a customer’s fingertips thanks to the likes of Pinterest and Instagram, more and more customers have a really strong idea of how they want


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