Far too few marketing campaigns for new ceramic tile ranges really hit the target. Many are simply too flowery and pretentious. Others follow the herd and are light on differentiation; while most fail to identify and address a specific audience.

But, every now and then, I come across a marketing idea that is well focused, coherent and relevant.

Such is the case with the new LCS collection from Gigacer based on an essay by French architectural giant Le Corbusier entitled “Polychromie Architecturale”.