Spanish ceramics seek to seduce Polish architecture at a key seminar in Krakow

Photograph. Valencia.

Promotion in Priority Markets

Ivace+i Internacional and ASCER organized a seminar in Krakow to promote Spanish tiles among specifiers and architects in Poland. Nine companies from the ceramic sector presented their innovations at this key professional event, aimed at strengthening their presence in this priority market.

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The positioning strategy of the Spanish ceramic sector in high value-added markets has marked a new milestone in PoloniaThe organization Ivace+i Internacional, attached to the Ministry of Industry which he heads Marián Cano, and the Spanish Association of Ceramic Tile and Floor Manufacturers (ASCER), have joined forces to hold a technical seminar in Cracovia aimed at a highly qualified audience of architects, designers and local distributors.

The initiative, framed under the title 'Hello, Ceramics!'It took place at the prestigious Museo de Arte y Tecnología Japonesa MangghaA setting that underscores the focus on design and innovation. The objective of the event was clear: to bring the value proposition of Spanish ceramics closer to the Polish specifier public, highlighting its attributes in innovation, sustainability and aesthetic quality for integration into architecture and interior design projects.

Mónica PayáThe Director General of Entrepreneurship and Internationalization explained that this action is part of a broader plan to consolidate the Spanish brand in priority markets. "This action is part of the initiatives developed with the sector to continue strengthening the promotion of tiles in priority markets, with actions aimed at professionals who can specify this product in various architectural and interior design projects," she noted. Payá.

Top-level speakers and product showroom

The seminar content was structured around two keynote lectures given by renowned architects. On the one hand, Héctor Ruiz Velázquez, from the famous Ruiz Velázquez Studio, and on the other, Grzegorz Goworek, from the Polish office Studio OrganicBoth speakers provided expert insights into the applications and potential of ceramic materials in contemporary architecture.

In parallel, the program included an exhibition area where the nine participating Spanish companies had the opportunity to present their latest collections and construction solutions. This combination of theoretical content and product displays allowed attendees to experience firsthand the innovative capacity of the sector.

Spanish ceramic companies participating in the Krakow seminar

Company
Arcana
Azuvi
Baldocer
Cevica
Keraben
Peronda
Porcelanosa
Realonda
Roca Tile

According to the conclusion Mónica PayáThe ultimate purpose of these trade missions is "to promote Spanish ceramics as a material of high architectural value, capable of integrating design, innovation and sustainability in a distinctive way", thus reinforcing its presence and market share in strategic locations such as Poland.

Key points and frequently asked questions about ceramic tile promotion in Poland

Why is Poland a strategic market for Spanish tiles?

Polonia It is a key market in Europa del Este With a growing demand for high value-added construction materials, the campaign focuses on specifiers (architects, interior designers) because they are the ones who decide on the materials for large projects, allowing Spanish companies to position higher-margin, better-designed products.

What impact do these seminars have on an exporting SME?

These events, organized by institutions such as Ivace+i y ASCERThey offer SMEs direct and qualified access to key players in the local market. This allows them to generate leads high potential and strengthen the collective brand image of 'Tile of Spain'associating it with quality and innovation, an effort that would be very costly to undertake individually.

What distinctive value does Spanish ceramics highlight in these forums?

The main selling point of the Spanish ceramic sector is based on the combination of three pillars: technological innovation (large formats, special finishes), sustainability in production processes (ESG certifications) and a aesthetic quality internationally recognized. This trifecta positions it as a comprehensive solution for the most demanding architecture, above competitors focused solely on price.