28 March, 2022

Singularity is trendy at the Coverings stands


Almost 23% of Spanish companies attending the fair with their own decoration have placed their trust in INSCA.

«In total, the stands designed, manufactured and erected by INSCA will occupy a surface area of 8950 square feet of the American fair, that’s some 30% more than last year.»

Imagen de la feria de Coverings 2022

In 2021, the United States led the ranking in the export of Spanish tiles.  The growth of Tile of Spain in relation to 2020 was some 23.9 %, with a revenue of 447.1 million euros.

With such positive data on the table, the Spanish manufacturers want to make the most of the opportunities offered by the American market, and this show of strength we are seeing at the edition of Coverings which is being take place in Las Vegas from 5 to 8 April.

For this edition, there has been an increase in the number of companies coming to the fair with their own decoration. If, in 2021, there were some twenty companies who did so, this year there are almost sixty companies that have decided to differentiate themselves as much as possible. This considerable increase is due to two reasons: “the easing of the pandemic and, of course, the large amount of interest in Spanish manufacturers within the United States market”, explains Laura Pardo, Design Manager at INSCA.

What is the design of the stands like at Coverings?

“At INSCA we have done the designs for almost 23 % of the stands with the Spanish pavilion’s own decoration, and they will occupy an area of 8950 square feet at the fair in the United States”, INSCA Manager Pascual Ibáñez points out.

The main reason that the Spanish companies are opting for their own decoration is to differentiate their brand from that of the American market. “These fair stands allow you to promote the brand and connect it to your own product, a key factor when positioning yourself in the United States”, Pardo explains.

In view of this, the Design Manager at INSCA points out that all the stands have their own design to show the best of each brand, with made-to-measure showroom solutions in which include some tile showroom display stands that enable them to increase the volume of display samples. “We make a detailed study of every square centimetre so that each stand is able to generate a positive impact in less than three seconds, it can transmit the company values and show the best of each one of them in a reduced amount of space”. 

It is worth recalling that the Coverings 21 “Best in Show 2021” award was won by one of the stands that was manufactured and set up by INSCA. In short, it was the Argenta Cerámica stand, which exhibited at the fair with the innovative concept created and designed by Summumstudio: The Ceramic Boutique.

Estand de Argenta Cerámica que ganó el premio en Coverings

For his part, the INSCA Manager emphasises: “our work is to contribute so that our regular clients can grow within the United States market and so they can monetise their investment to the full by achieving the economic objectives that they have set for themselves for this fair”.

On 29 March, assembly of the tile stands for the 2022 edition of Coverings began. “Our team arrived in the United States for our regular customers to successfully inaugurate their stands on 5 April”, concludes Ibáñez.

Lorena Rodriguez