NEWH - Winter 2018 - 44

COVER STORY

Broad Vision
Porcelanosa's deep understanding of the hospitality market drives its evolution
By Alia Akkam
Photography courtesy of Porcelanosa

Amid the orange groves that populate Villarreal, in Spain's Valencia
region, is the headquarters of Porcelanosa Grupo, which first
started producing durable ceramic tiles in 1973.
Porcelanosa now comprises eight different companies that
span bathroom equipment and architectural solutions, but it's
the brand's flagship wall and floor tiles that first resonated with
hospitality designers for their fresh, modern look, a contrast to
the bland beige and "harsh and industrial" products saturating the
supply chain, points out national sales director Andy Pennington.
"I'm thinking back to the lines we had as far back as the
1980s, their evolution in the '90s, and how the formats changed
dramatically in the last 15 years. We made tile that was the
mainstay of the multifamily and track-home builder in the UK and
U.S. so we knew what was working in the model homes of the large
builders and it wasn't the same approach for the hotel business in
either the guestrooms or public areas," he explains. "I think credit
must be given to the designers who work in the hospitality field.
I don't know the reason or the source of their advocacy for the
contemporary aesthetic, but their demand for it was a key driver
and certainly a differentiator."
Pennington remembers moving to New York 12 years ago,
when "it seemed that
all the market required
was an 8-inch square
Tuscan-style ochre,
and meanwhile we were
promoting tile that was
4 feet long and bright
orange." The hospitality
community immediately
gravitated towards this
boldness. "We found an
appreciative customer
base that wrapped their
arms around our brand."
Such a positive
response has led to
numerous collaborations,

44 www.newh.org

from the earliest properties launched by Spanish entrepreneur
Antonio Catalán of AC Hotels-now part of the Marriott portfolio-
as well as Kempinski, NH, Accor, Hilton, and InterContinental.
Porcelanosa is also a hit in the boutique and lifestyle sphere,
partnering with such brands as Kimpton, Joie de Vivre, and 21c.
Balancing design with longevity and wellness, Porcelanosa
products include Linkfloor Hotel Air, an easy-to-install (and care
for) luxury vinyl tile iteration resembling hardwood; the burgeoning
collection of Seedwood wood-look porcelain tiles thoughtfully
mimicking intricate knotting; KRION Solid Surface Material, quietly
eliminating bacteria; and COLD-ON technology for Forma and NK
concept faucets, which by not automatically dispensing hot water,
helps hotels save 5,000 gallons of it per year.
"We-the design industry and suppliers-are more aware
that we're the servants of operational efficiency; not only does
a product have to wow its intended space but it has to be easy
to maintain, clean, and look great over the whole of the cost
lifecycle," says Pennington. "The housekeeping staff have the job
of refreshing a room between guests so every product innovation
that can assist this process is key. It's a numbers game, and
multiplied by hundreds of rooms it's the tale of small details
making big differences.
If we consider that the
hotel industry as a real
estate investment play
that gets to resell its
inventory room by room,
day by day, then our
products have to make
financial sense."
Environmental
responsibility is one
way of expanding this
vision. Indeed, it's the
right thing to do, says
Pennington, but it also
makes ROI sense for a
business with long-
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NEWH - Winter 2018

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