As Tile Addict has observed is past posts, when a company that specialises in the design and production of special pieces for mainstream tile manufacturers creates its own commercial brand, the results can be spectacular. Years of technical know how, cutting-edge trend analysis and in-house creative expertise suddenly burst forth in an eclectic mix of on-trend designs.
Wow is the latest, and one of the brightest, examples. Since 2001, it’s parent company, Tendencias Ceramicas (known as Tencer) has been creating exclusive wall tiles for some of Spain’s leading tile companies. In year 2013 Tencer added a custom-made division, a new distribution division, and launched the Wow brand. A year later this was reinforced by opening a sister company, Wow USA, in Virginia to manage sales and distribution of bespoke products and the Wow brand.
Wow can draw on the resources of a fully-equipped factory with four kilns, four presses, five injection machines, and 11 production lines covering single and double firing, as well as 3rd and 4th firing. Couple this with a talented design team and the result is a portfolio of small format tiles and special 3D forms that ticks just about every trend box. At Coverings this year Tile Addict was struck by the near universal commercial potential of each and every design displayed in Wow’s compact gallery-style stand.
The designs are clearly the product of careful observation and analysis of current colour trends and the market’s material preferences. Full use of the latest moulding, glazing and decoration technology delivers a creative, sophisticated and innovative collection that offers a huge range of 3D wall tiles and decors.
As well as 3D wall coverings, the portfolio also includes floor tiles and printed tile designs. The individual ranges – Subway, Second Skin, Essential, Crafted, Boreal, Cement, Stripes, Drops, Blanc et Bleu, Briques, Gradient, and Mestizaje – are capable of redefining spaces in line with contemporary fashion while offering ceramic tile’s proven durability and resistance.
Mesmerising, hypnotic and uber cool, this is a decorative portfolio that would grace the showroom of any aspirational tile retailer around the world. It should also prove a hit with architects and designers as it offers a great opportunity to express creativity in surprisingly innovative ways.
A new post by Joe Simpson, Diary of a Tile Addict, May 2018.