Alexander Fetisov, General Director of Samara Ceramics Association, tells more about the novelties, advantages of digital printing and global trends in the design and production of porcelain stoneware.
Alexander Vladimirovich, what was the need to launch a new digital technology? What are its advantages?
- Italians traditionally remain the trendsetters and founders of porcelain stoneware production. The material itself, porcelain stoneware, appeared in Italy in the 1970s, when megamalls and other large public buildings began to appear, which required new approaches in interior design. For example, self-leveling concrete floors did not suit anyone anymore, and it was necessary to come up with a new material with improved technical and operational characteristics, but at the same time possessing good aesthetic qualities. This is how porcelain stoneware appeared.
But technologies do not stand still: a few years ago in Italy a new digital technology for the production of porcelain stoneware - Digital Print was developed, and now it is actively being mastered by the Russian market. It can be safely called a breakthrough in the porcelain stoneware market, because the possibilities for the production of this material are increasing dramatically: if earlier it took a day to change forms, add powders or dyes, now setting up a line for a new batch of porcelain stoneware takes minutes. But most importantly, digital printing technology opens up endless opportunities for architects and designers to embody their ideas, since it allows imitating any material on the surface of ceramic tiles - stone, wood, leather, etc. - with the maximum degree of detail. Thus, “digital” allows unlimited expansion of the assortment, that is, in the future it will be possible to produce porcelain stoneware in small batches, practically making them unique, and in a shorter time frame, which ultimately will have a better effect on production costs.
Does the new digital technology ensure the quality of porcelain stoneware at the high level that customers are accustomed to?
- Of course. In addition to the fact that porcelain stoneware produced using digital technology is very aesthetic, it retains all its traditional properties: with high strength, it has practically zero water absorption, which ensures its high frost resistance. Also, the new tile is distinguished by high wear resistance (PEI 4) and anti-slip performance. Currently, our porcelain stoneware is being tested for compliance with European standards in the ceramic center in Bologna, the official control body of Italy.
I would like to note that in the production of porcelain stoneware using digital technology, the so-called nano-ink is used, which is produced by the Italian company INCO, a long-time partner of ESTIMA Ceramica. Nano-inks are characterized by high lightfastness and are a guarantee of a long service life of the cladding while maintaining the color scheme laid down in the project. Since ESTIMA porcelain stoneware is made from natural raw materials, and all components undergo strict incoming quality control, the final product meets all "green" standards. Safe use of TM ESTIMA porcelain stoneware in the decoration of public and residential premises is guaranteed by the necessary sanitary and epidemiological conclusions.
Please tell us more about the new collections
- The new collections were named Brigantina, Quarzite, Capri and Loft. The tiles from the Brigantina collection imitate the texture of a parquet board, and the structure of natural oak is reproduced in the smallest detail, down to the knots and the direction of the wood grain. The tiles from this collection are designed for use both in private country houses and in any premises with an average cross-country ability. Another collection is called Quarzite and got its name from the quartzite rock: the surface of the tiles conveys the texture of this natural stone. The tiles are also characterized by high wear resistance (PEI 4) and anti-slip properties. It will find its application both in the cladding and in the interiors of public buildings - cafes, shops and boutiques, spa and fitness and wellness centers. The Capri collection imitates the texture of marble and will be appropriate for both classic interiors and eclectic spaces. Finally, the new Loft collection, which is produced according to the classic technology, will be appropriate for interiors created in this style. All collections are available in different formats and color options.
When will the new products hit the market?
- For the first time, digital collections were presented at MosBuild in April 2013. And the first batches of TM ESTIMA porcelain stoneware® by Digital Print technology were produced at the plant in Samara in October. The plant is now operating at full capacity. All new collections are already available for sale.
Is there a fashion for porcelain stoneware design? What trends can you highlight in this sense?
- Italians and Spaniards also remain trendsetters in porcelain stoneware design. Historically, porcelain stoneware imitates natural materials most of all. Previously, it was mainly a stone, but now various wood textures have been added to them. Now in Europe, in the collections of ceramic tiles and porcelain stoneware, minimalism is in trend, made in muted, calm colors. However, the Russian market has its own specifics: given the harsh and, for the most part, cold climate, designers often try to compensate for this with warmer shades of finishing materials, and also like to use a lot of decorative elements.
Another trend is the size of porcelain stoneware. The traditional 60x60 cm format remains the most widespread on the Russian market, but non-standard sizes up to three meters are now popular in Europe, or vice versa, small ones. ESTIMA Ceramica, taking into account the changing tastes of customers, offers both the classic 60x60 format and other sizes. In January 2014, our product line will be expanded with new formats: 60x120 and the so-called "parquet board size" 20x120.
ESTIMA Ceramica is one of the oldest companies in the porcelain stoneware sector in Russia. How do you see your strategy in the market in the future?
- Indeed, ESTIMA Ceramica was the first to appear on the porcelain stoneware production market in Russia. Now the market is already clearly structured, and each manufacturer has mastered its niche well. The fact that we had more time to get used to our segment gave us some advantage in time, thanks to which now very qualified specialists with more than ten years of experience work in our company - both in production, in laboratories, and in sales. Today ESTIMA Ceramica is a steadily developing company. We adhere very clearly to the pricing policy, we adhere to all partnership obligations with all clients and dealers, and the specialists know this well.
Production technologies are being improved, so that all players in this market will gradually begin to produce products using digital technologies, but besides this, you still need to “feel” the needs of the market, listen to the wishes of your client, maintain your obligations and, of course, introduce new technologies that open additional prospects in the market for the production of porcelain stoneware. I can say that we have already developed other new collections of ceramic tiles using Digital Print technology - all of them will be available to evaluate very soon, in April 2014 at the MosBuild exhibition. In general, we remain true to our principle: ESTIMA is the future, which is already here.
