Anyone who has read my reports on Cersaie, Cevisama, Coverings and Revestir over the years will be aware that I find tile manufacturers’ slavish imitation of natural materials deeply frustrating.

Don’t get me wrong. Today’s wood-, concrete- and marble-effect tiles are magnificent and no one should underestimate the level of skill and investment that has gone into their conception and creation.

My frustration lies in the question: “Why stop there?”