The importance of experiencing Italian ceramics first-hand

(April 2024) | In a world increasingly dominated by digital interactions, the need to gain direct, firsthand experience has become an integral part of communication and marketing. In many ways this can be seen as a reaction to the ongoing process of digitalisation, with numerous studies suggesting that it is the most effective way to discover new developments and truly understand the value of products and innovations. In the ceramic industry, this hands-on approach involves three different kinds of initiatives, each offering substantial content and value.

The first category of initiatives are training courses, which make a virtue out of necessity. Due to the complexity of modern ceramic materials, the range of potential new applications and the techniques used for installation, specialist training has become essential, allowing participants to keep abreast of the latest developments in the industry and to gain insights into the guiding principles and values of the supplier companies.

In the case of Italian ceramics, the second kind of initiatives are networking meetings with European and North American architects. These events are typically held in prestigious venues, where the setting itself often becomes a central element in communicating the event’s theme and enhancing the overall experience. These gatherings are strategic opportunities for participants to find out about current trends in the real estate and construction markets while exploring aesthetic developments and the evolution of architectural spaces.

The third category of initiatives are trade fairs, particularly Coverings, where more than 100 Italian ceramic tile brands will showcase their products in a few days’ time in Atlanta, and Cersaie, which will be held in Bologna in September. Trade shows give visitors an opportunity to discover the latest market trends and to compare the very best offerings available, particularly in the case of these two events that host the world’s most prestigious and representative exhibitor companies.

We live in what might be described as “molecular time”, where global connectivity is instantaneous, yet we each function within our own unique ecosystems. The various networking events mentioned above serve not just to connect us but above all to foster personal and professional growth. Because despite everything, we remain human beings – men and women navigating through an ever-changing world.