In a market full to bursting point with standardised products, we saw that the only truly new approach we could take would be to follow a coherent pathway that not only went beyond trends, but above all would by-pass all the so-called market rules slavishly upheld by everyone else to the detriment of a true brand identity.

This was why, as well as launching a contemporary communication project, we were also the first to invest time and resources in forging a series of partnerships with designers who had never worked with companies in the ceramic sector before.