Page 13 - Parquet International January 2014

debuted this year accomplished its objective by presenting an itinerary for the discovery of innovation and a map that guided visi- tors through all the latest proposals.
As related by Deutsche Messe B.O.D. mem- ber Jochen Köckler, the idea of dedicating three areas to a hand-picked selection of in- novative products with a highlight on de- sign to provide a panoramic view of inno- vation on the whole proved to be the right choice. The more than 60 innovations on dis- play represented the essence of the Show. What’s more, the conferences and meetings organized during Innovations@DOMOTEX Talks featuring the participation of renow- ned figures on the international architecture circuit promoted direct dialogue and a healthy discussion on many aspects of floor- ing. Visitors to these areas of greater detail, which included numerous architects and in- terior designers, were able to gain a quick but comprehensive view of the many nov- elties proposed in the areas especially set aside for innovation and for such reason plan their visit with the greater precision as required by their individual needs. This con- cept also provided a sneak peak at the com- ing key developments in the sector.
Two different Italian products were chosen to represent the innovation in the wood flooring sector: Opera Prima by Bassano Parquet, and Traverso by Triveneta Parche- tti. The first is a three-layer parquet planed by hand rich in striking irregularities throughout, even on the bevelled edges that provide a handsome rough-hewn look. The oak wear layer, the birch core, and the oak bottom layer are all six millimeters thick. The second Italian product on display at R
THE VALUE OF (ITALIAN) QUALITY.
Adriana Spazzoli provided us with her impressions of the wood flooring market at Domotex
We interviewed Adriana Spazzoli, Marketing and Communication Director at Mapei, who kindly provided us with her outlook on Made in Italy value, the importance of exports in the wood sector, and the products Mapei is betting on now.
Why is it so important to be present at Domotex? How important is it for Mapei?
Domotex is simply fundamental. It’s important
for Mapei also because it’s the most qualified international exhibition for resilient material
and wood floors.
What kind of client are you looking for here
and which nations would you most like to work with in particular?
Mapei is global. Every nation is a potential and feasible market for us. Our organization is present in five continents with a consociate in each one.
In this sense, Domotex keeps us in contact with
the entire planet.
How important is Quality for sales
in the wood sector?
Crucial. I would be tempted to say that Quality makes the difference.
How much are the words “Made in Italy” worth?
In any halls where wood products are on display, it seems
to me that the products of highest quality are Italian.
Most of these prestige products are made by companies that work to specific designs and therefore production is focused more on quality than quantity, and the uniqueness of the proposal is what counts in the end. The types of wood they use are particular
in terms of color and treatment. Mapei, of course, has always invested in special treatments and finishes that make wood surface more pleasurable to the touch, attractive, and protected.
What are the current trends ion the wood market?
The wood market is headed in the pre-finished direction, even if mixed signals are being given in certain countries.
Which products is Mapei placing
its bets on?
We’re trying to propose products that let every installer express all her or his professional flair, not just in terms of laying, but also by working with different finishes, variants, combinations, and colors, all of which enable countless patterns. We’re now oriented in this direction: easy products that give the installer possibilities to work
in different ways.
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