Ceramic as a design element

(December 2024) | Fresh from celebrating its 50th anniversary, Salaroli Home continues to operate as a family-run business, now led by founder Francesco Salaroli’s two sons Davide (CEO) and Giancarlo (Chairman). In this interview, Davide Salaroli explains how in the 1990s the company took a major step forward by opening showrooms designed not merely as sales outlets but as spaces that combine aesthetics and functionality to tell a story. “We believe that every space has its own soul, and our role is to help enhance it,” he says. This philosophy underscores Salaroli Home’s vision of Italian tile not just as a product and cornerstone of its corporate history but as a design element created by a supply chain that values the community, the environment and sustainability.

Davide, could you tell us how Salaroli Home originated and developed?

Salaroli S.p.A. was established in 1974 in Forlì by my father Francesco, whose passion and determination laid the foundations for a company specialising in ceramic products and solutions. From modest beginnings as a small company, we have grown steadily over the years and opened multiple branches. We have expanded our portfolio and invested in new areas such as sanitaryware, bathroom furniture, parquet and interior design, evolving into what is now Salaroli Home. In the 1990s, we took a significant step forward by opening dedicated showrooms aimed at creating a more direct relationship with our customers and offering personalised consultancy. With contributions from my brother and me, the company has evolved in terms of commercial strategies and product innovation while maintaining our trademark high quality and Italian design. Now, with 50 years of experience, Salaroli is continuing to grow and adapt to emerging trends and technologies while remaining faithful to its founding values. As a family-run business, we look to the future with a steadfast commitment to excellence and sustainability.

How do you organise your showroom spaces?

We take great pride in our extensive presence across the Emilia-Romagna region, where in addition to our headquarters in Forlì, we have opened showrooms in Cesena, Ravenna, Rimini and Bologna, all designed to provide customers with an outstanding experience. These spaces are designed to inspire, allowing visitors to gain a close-up view of solutions and find ideas for creating unique environments. In 2020, we opened a showroom in Forlì called Oggetti d’autore (“Designer Objects”) as a space dedicated exclusively to furniture. We envisage our showrooms not just as points of sale but as places where aesthetics and functionality converge to tell a story, combining the latest trends with timeless elegance.

What role does ceramics play within your company?

Ceramic products hold a very special place in all our showrooms because they represent our origins and a cornerstone of our identity. From the very beginning, ceramics has been one of our pillars and remains a key element of who we are today. Ceramics is an extraordinary material that delivers aesthetics, functionality and sustainability, qualities that align perfectly with our corporate vision. We envisage ceramics not just as a product but as a design element capable of transforming any space into something unique and refined. Its versatility allows for infinite applications, from floor and wall tiling to designer furniture. It combines beauty with exceptional strength and durability, making it an ideal choice for those seeking solutions that deliver both visual appeal and practicality. At Salaroli Home, we invest constantly in research and innovation to offer our customers ever new ceramic solutions. We stay at the forefront of industry trends, such as large-format tiles, and work with the very best Italian manufacturers. We see ceramics as a distinctive element that enhances our projects and we will continue to use this material to express our vision of design and quality.

Who are your customers and what are the main applications of the ceramic products you sell?

Our customer base is incredibly diverse, reflecting the wide range of solutions we offer. We work with private customers seeking to create unique and personalised living spaces, as well as industry professionals such as architects and designers who are in search of cutting-edge materials and solutions for their interior design projects. We also collaborate with local construction companies looking to deliver exclusive and durable designs for high-traffic environments. Our solutions are used in a wide range of applications from private residences to commercial locations, offices and public spaces such as hotels, restaurants and shops. Every project is unique and requires special attention, which is why we adopt a customised approach and offer high-quality materials and design support at every stage of the process. We believe that every space has its own soul, and our mission is to help to reveal it with solutions that are both beautiful and functional.

What services do you feel it is important to offer?

The services we offer our customers are an essential part of our value proposition and make a real difference to the success of projects. We believe that a complete and satisfying experience goes far beyond simply supplying materials – it is a process in which every step is important, from initial inspiration to final delivery. We provide personalised consultations, guiding customers in the choice of solutions that fully meet their aesthetic and functional needs. Our expert consultants and designers provide customers with professional support to help them create environments that truly reflect their style and needs. We also offer a design service that allows customers to view their chosen solutions and get a clear idea of the finished result. Our after-sales service is equally important. We continue to support customers after delivery, ensuring their satisfaction and responding rapidly to their needs. We believe that every customer deserves a seamless, high-quality experience and are committed to constantly improving our services and providing comprehensive support at every stage of the sales journey.

What relationship do you have with installers and designers?

Our relationships with installers and designers are built on collaboration and mutual trust. We see these professionals as essential partners in ensuring the quality and success of every project, from concept to completion. We work closely with skilled installers, who are selected for their expertise and attention to detail, to ensure flawless product installation and final results that meet our high standards. With designers, we foster an open and ongoing dialogue, exchanging ideas and proposing innovative solutions to enhance their projects. We provide technical support and tailored consulting to facilitate the integration of our products into their design concepts. We also organise sessions exploring new collections and emerging trends to keep them up-to-date with the latest developments within the industry. These relationships, founded on a shared vision of excellence, enable us to deliver solutions that meet and often exceed customer expectations. We strongly believe in the value of synergy among all parties involved and in working together to create spaces that tell a story and reflect true dedication to quality.

What do you feel Italian tiles represent?

For us, Italian tiles stand for excellence, innovation and tradition. They embody the art and craftsmanship of Italian heritage combined with cutting-edge production technologies. Italian tiles are the result of continuous research, aesthetic sensibility and enduring quality – characteristics that are recognised and celebrated worldwide. Italian tile producers are renowned for their painstaking attention to detail and their ability to set design trends while always keeping pace with the aesthetic and functional demands of the market. Italian tiles are the end result of a supply chain that values the environment, sustainability and the local community thanks to production processes that meet the highest standards of safety and environmental respect. For our company, choosing and promoting Italian-made tiles means offering customers a product to be proud of, one that fully represents the values of quality, beauty and reliability for which Italy is renowned worldwide.

Who are your main suppliers?

Our main suppliers are industry leaders selected for the exceptional quality, design and reliability of their products. We work with top Italian companies that achieve the highest levels of excellence in ceramics, bathroom solutions and furniture and share our commitment to innovation and sustainability. We are proud of these partnerships, which allow us to deliver outstanding products in terms of both aesthetics and durability. Through close cooperation with our suppliers, we are able to respond swiftly to market trends and uphold the highest standards in all our projects.

Our longstanding partners include: Marazzi, Lea Ceramiche, Pecchioli, Gresmalt, Punto3, Inda, RCR, NIC design, Antrax, Geda, Ritmonio, Antonio Lupi, Newform, Vismara, Gruppo Treesse, Cristina, Stocco, Hatria Kaldewei, Duravit, Grohe.
For furniture, we work with: Cassina, Poltrona Frau, Edra, Arclinea, Cattelan Italia, Rimadesio, ErnestoMeda, Driade, Fiam, Catellani &sSmith, Aster Cucine, Novamobili.