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What are the objectives of S_tiles?
S_TILES is intended to be a tool for environmental and social communication, engaging and effective,
that goes beyond an exclusively technical or merely promotional approach. In other words, it seeks
to disseminate appropriate and targeted information, aimed at promoting a collaboration on these
issues between CONFINDUSTRIA CERAMICA’s associated companies, institutions, planners,
distributors and consumers. S_TILES is proposed as a dynamic means for gathering and transmitting
the contributions of the different stakeholders: a permanent display window to ‘give visibility’ in a useful
and consistent context to architectural and urbanistic realisations, to projects and to the initiatives of
the ceramics sector towards sustainability.
Why is this concept important to the ceramics sector?
The selection of construction materials is an important element in the sustainability of a building. An
appropriate finish for the walls and flooring has to respond to two principle requirements: functionability
and durability. By definition, products with a lesser environmental impact are those that require fewer
resources (energetic and material) in their use and maintenance. The ceramic tile - a natural product
produced from clay and used for centuries - fulfils this definition. Thanks to the work of new
technologies the level of sustainability in production has improved considerably and today producers
have available various forms for certifying products and processes (in the environmental field Ecolabel,
EMAS, ISO 14000, and in the social area SA8000 and AA1000) to demonstrate the correctness of their
industrial practices.It is thanks to this capacity for innovation and attention to environmental and social
issues that has made the Italian ceramics industry the leader of the global market.
Who is S_tiles directed to?
Through the use of non-specialised language, S_TILES means to communicate the culture of the
ceramic product as a ‘sustainable product’ to the greatest possible number of interested persons.
Beyond addressing itself to the ceramic businesses associated with CONFINDUSTRIA CERAMICA, its
chosen target is two-fold: on the one hand, those who influence selection (above all architects and
designers, they being the opinion makers, along with the sectorial and general media and, to a lesser
degree, distribution); on the other hand, those who play a major role in making or influencing the
decision-making process: from national and international institutions to local administrators, to
environmental associations and the consumer. For this reason a form of communication was selected
that is intended to satisfy the technical requirements of sectorial experts and at the same time the
necessities of those who are less involved in the issues of sustainability in the ceramics industry but
who recognise in this the interests and benefits of the entire community.
What were the criteria for research and selection of the case studies?
In developing the content of S_TILES, all of the available on-line and printed publications of
CONFINDUSTRIA CERAMICA, its associates and the principle institutions of reference were analysed.
In addition a comparative research of the most relevant markets of the ‘made in Italy’ ceramic was
conducted through the publications of universities, research centres, trade fairs, congresses, architecture
prizes and competitions and distribution networks. The analysis privileged regulations, tools for
environmental and social management and in general all of the ‘dedicated’ initiatives. In selecting the case
studies the principle European and North American architecture and design magazines were reviewed in
addition to the communications between associates. Finally, a dialogue was initiated with the associated companies with the aim of receiving their contributions in order to progressively enrich the gallery of the most interesting accomplishments.
What is the relationship with Confindustria Ceramica’s portal Ceramic Tiles of Italy?
S_TILES was conceived as the perfect complement to the portal. Being a more specialised tool focussed
on environmental and social communication, it was nevertheless deliberately designed in an ‘open’
manner: more to solicit questions and contributions than to supply pre-fabricated institutional information (top-down). In other words, S_TILES means to provide a context and a precise but fluid address meant
to receive reactions and contributions on the topic of sustainability and on its implications for the Italian
ceramics industry.
How (and why) to participate?
Associated companies, designers & planners, universities, research centres, media and relevant
institutions are invited to send their proposals to CONFINDUSTRIA CERAMICA and/or EOSEnvironmental Consulting Group. Contributions will be selected by EOS, curator of the site, on the basis of
newsworthiness and relevance to the various sections of S_TILES. The contents of the web site,
included in the principle search engines, will enjoy high visibility among the operators in the sector
thanks as well to a promotional program of S_TILES put into place by CONFINDUSTRIA CERAMICA
(fairs and ad hoc events).
For additional information
CONFINDUSTRIA CERAMICA
Valentina Resmini
vresmini@confindustriaceramica.it
EOS ENVIRONMENTAL CONSULTING GROUP
Patrizia Lugo Loprieno
patrizia.lugo@gmail.com
Susanna Campogrande
scampogrande@hotmail.com
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