Tile of Spain showcases its innovation at Clerkenwell Design Week in London to attract the British specifier

 

A value-added strategy for the prescriber

 

The Spanish ceramic industry, under the brand Tile of Spain, reinforces its commitment to the British market with its participation in the Clerkenwell Design Week 2026, which is celebrated from May 19 to 21 in LondresPowered by Ivace+i Internacional, organism dependent on the Conselleria de Industria, Turismo, Innovación y ComercioThe initiative seeks to connect with architects and designers, consolidating the Reino Unido as a key market for product prescription.

 

The action is developed in close collaboration with the Asociación Española de Fabricantes de Azulejos y Pavimentos Cerámicos (ASCER) And Cámara de Comercio de Castelló. Mónica Payá, Director General of Entrepreneurship and Internationalization, who has traveled to Londres to support companies in the Comunitat Valenciana, has highlighted the importance of this initiative: “We are targeting a professional audience that can prescribe the tile of the Comunitat Valenciana with a display that appeals to the sensory experience, allowing us to continue creating a powerful image of our ceramic sector beyond our borders.”

 

'The Secret Garden': ceramics as a sensory experience

 

In his debut in the Clerkenwell Design WeekThe sector has presented a novel proposal under the name of 'The Secret Garden'Designed by the architecture studio La ErreríaThe installation reinterprets the classic English garden as a reflection on materiality in architecture.

 

Inspired by the novel by Oscar Wilde 'The Importance of Being Earnest'Where the Victorian garden symbolizes appearance and social status, the project reflects on the relationship between the superficial and the essential. The installation reclaims ceramics as a material that transcends the purely visual to redefine the experience of public space, providing an environment of calm and well-being in the garden of the Orden de St. Joh de Londres.

 

Explains Mónica Payá, «we have organized the debut of a showcase of our ceramic sector in the Clerkenwell Desig with a novel proposal called The Secret Garde"The structure, organized into four flowerbeds that evoke the seasons, unfolds a landscape of ceramic pieces in the form of totems, tables and seats, inviting visitors to interact with the space and explore the variety of finishes, colors and textures."

 

Participating Valencian brands

 

This unique exhibition brings together 13 tile brands from the Comunitat Valenciana, selected for their innovation and design capabilities. The companies that are part of the facility are:

• Adex
• Cevica
• Cifre Cerámica
• Cristacer
• Decocer
• El Barco
• Harmony
• La Platera
• Porcelanosa
• STN Cerámica
• UNDEFASA
• WOW Desig
• INTHETILE

 

Clerkenwell Design Week: a key showcase in the UK

 

The festival is held in the London borough of ClerkenwellRenowned for hosting one of the city's largest concentrations of architects, designers, and showrooms, the event has established itself as a leading forum for modern design and architecture, bringing together industry professionals and emerging talents. The figures from the previous edition demonstrate its ability to attract attendees.

 

Concept	Figure
Edicio	2026
Visitors (2025 Edition)	43.162 professionals
Participating showrooms	More than
Scheduled activities	More than

 

With this initiative, Tile of Spai presents a contemporary interpretation of architecture, where materials not only fulfill an aesthetic function, but also generate experiences and interaction, aligning with the most cutting-edge trends in the sector.

 

Key points and frequently asked questions about Tile of Spain's presence in London

 

Why is the British market a strategic target for the Spanish ceramic sector?

El Reino Unido It is a mature, high-value-added market with a large number of architects, designers, and interior designers who act as specifiers in large-scale projects globally. Positioning the brand Tile of Spain In this ecosystem, it is key to accessing high-end projects and consolidating the image of Spanish ceramics as synonymous with design and innovation.

 

What does an installation like 'The Secret Garden' offer compared to a traditional stand?

An artistic and sensory installation allows brands to connect with professional audiences on a deeper, more emotional level. Instead of simply displaying products, it creates a memorable experience that associates Spanish ceramics with concepts such as creativity, well-being, and innovation. This branding strategy reinforces the prestige of the sector as a whole.

 

What are the consequences of this action for Spanish exporting companies?

These types of coordinated promotional initiatives raise the perception of the entire ceramic industry of EspañaFor participating companies, it represents direct exposure to key influencers. For the rest of the sector, it contributes to strengthening the "made in" country brand. Spai» in the field of design and architecture, facilitating future business opportunities in the British market and other markets influenced by its trends.