Ceramic District
Making the
invisible visible.
Shaped, pressed, conveyed. Liquid becomes solid, fine becomes hard … every tile has two sides. That of the surface and that of its manufacture. The new Ceramic District concept from the Steuler Tile Group emphasises this duality and brings what takes place in between to the architect’s plans. But how do you communicate a product line that was previously completely invisible? By understanding the product itself as a valuable raw material. Something that wants to be touched, worked on and refined. Photographically, creatively and in terms of communication strategy. Two‑, three- and four-dimensional. In the form of corporate design and business stationery that makes the authenticity of the material visible in every conceivable facet.
Image film
Natural materials that are by no means rigid in their presentation, but seek the limelight. Presented in a spherical image film, straight from the factory halls. Starring: Clay, feldspar, quartz and kaolin. To offer them the perfect stage, we literally immersed ourselves in their world. We followed them through the drum mills and the 120-metre-long kiln. A customer journey of a special kind. Especially because the storyboard, production and on-site staging all came from one atelier 522 cast.
Lively corporate design
A business design through which the liveliness of the material seems to become reality. Unagitated and yet full of surface tension. As business cards, stationery and image brochure – based on Gmund Urban Cement Grey, for which stone dust was specially extracted from an Austrian quarry. The surface and colouring are reminiscent of the “favourite ingredients” of contemporary master builders. An architect’s dream come true with an authentic feel. Another defining highlight: our sample box as a sales tool. With perfectly shaped tiles in matching collection colours.
Digital Sales Tool
Communicate flexibly on all channels. We have added a new dimension to the sales brochure so that sales can stay in dialogue not only in analogue but also in digital form. Whether via home office, on the road or on the other side of the world: the new sales brochures make an impression – and without any physical presence.
Strong communication surface
Although ceramics are already sustainable by nature, the Steuler Tile Group has taken the issue of sustainability one step further with smartiles. Whether in hotels and restaurants, furniture stores and kitchen studios, retail outlets, trade fair stands or private homes: the ceramic floor tiles ensure a strong appearance in any environment. The tiles can be exchanged and replaced selectively without the additional use of adhesive or mortar.
For Germany-wide communication, we developed and implemented a product brochure with equally smart content and a characterful exterior. One that appeals to architects, builders and fabricators alike. And provides guidance. To make the subject matter perfectly comprehensible, we worked with simple yet meaningful texts and icons, graphic representations and aesthetic renderings that convey the message behind the product at a glance. In short: a sleek product brochure as a strong communication surface.
Sample valid sample box
Unobtrusively beautiful – the Ceramic District sample box. An aesthetic sales tool that can be individually equipped according to the customer’s wishes. So in the end, every tile finds the right place. And if the space is somewhat larger due to finer tile thicknesses, our enclosed cards provide a remedy by filling the free space with content – in the truest sense of the word.
Genuine collector’s items that sustainably show off the cosmos of tile in the smallest of spaces. The inspirational box is rounded off by a foldable product flyer that presents selected samples from various collections.
Everything can, nothing must.
What does the sales department need to perform individually and flexibly for the customer? A tool that has it all. Modular and super flexible. Whether for inspiration or for a specific customer request, whether brand presentation, product range overview or technical specifications – the contents of the folder box can be supplemented or minimised as required. This is ensured by the folder with its black ring mechanism. The design highlights are the invisible magnetic closure, the choice of the material grey cardboard, which is not only a particularly robust recycled product, but is used precisely when flexibility is required and the deep embossing on the box.
Formally, the box was adapted to a folder height and can thus be transported wonderfully easily. It is also easily reproducible. A clear win-win situation.
Architecture
Every architecture speaks its very own language. To strike the right note, composition plays a decisive role. Tiles are the hard core of beauty. They shape. Create space. Give shape and open up worlds for inspiration and vision.
Trade fair design you can touch
Beauty in detail at the EuroShop in Düsseldorf. Platform for deeper exchange between production and use of Ceramic District. There was a lot here that touched and wanted to be touched. Big bags in miniature with raw materials, for example. Or fine bowls with striking pigment colours. Sustainability “Made in Germany”. All this was accompanied by digital video feeds that presented the production processes in all their purity.
| Service phases: LPH 1 – 9 |
| Total area: 70 sqm |
| Construction time: 3 weeks |
Pop-up showroom
Porcelain stoneware that not only works, but lives. With the Ceramic District Showroom at the imm cologne, we have created haptic-visual experiences. Up close. Tangible. Analogue and digital. Based on the production method, we have composed narrative stories that open the door to Germany’s most modern porcelain stoneware factory.
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