Case study: Porcelánia technical showroom focused on facilitating project creation

The Bertomeu Group is expanding its range of kitchen appliances and furniture with porcelain tiles courtesy of Porcelánia and its ceramics and bathroom showroom. Below, Julián López, the brand coordinator, explains the key aspects of this revamp.

Porcelánia, a Bertomeu Group brand, has opened a space in Teulada (Alicante) that marks a turning point in its history. After more than 40 years dedicated to the world of electrical appliances and kitchen furniture, the company has decided to go one step further and offer complete kitchen and bathroom projects. The result is a 1,500 m2 shop, of which 500 m2 are dedicated to ceramics, bathrooms and kitchens.

From the outset, the team was clear that this place should not function as a traditional shop. They wanted an environment that would guide the customer from inspiration to final decision. As Julián López, coordinator of Porcelánia, explains, ‘in this space we don’t sell tiles; we sell projects, ideas and dreams’. His words sum up the intention that runs through every aisle of the showroom.

A ceramic and bathroom exhibition design conceived to create atmospheres

The history of Porcelánia in Teulada is closely linked to the evolution of the market. The company realised that customers were looking for a comprehensive service, something that could be found in a single space. ‘Our philosophy has always been to reach out to the customer,’ says Julián. “To do this well, we need to be close to them and offer alternatives. The market changes and it is our responsibility to adapt to it.”

This adaptation has taken the form of a technical showroom where the customer plays a fundamental role. ‘Anyone who comes in here must be motivated to create spaces, environments,’ he says. ‘We try to ensure that, from the moment they enter the shop, customers leave with a complete project.’

And in that experience, the exhibition of building materials plays a decisive role. In this sense, at INSCA, as experts in ceramic showroom design and suppliers of tile displays, we have integrated furniture such as:

1. Two living areas set up as real kitchens.
2. Fittings displays for bathroom sanitary ware.
3. Four different bathroom simulation showroom environments.
4. Five displays for slabs Denver.
5. Two ceramic tile display racks Utah Multi Tiles.
6. UP! technical area, which allows samples to be worked on, combined and stored without losing functionality.
7. Set of chipboard panels for creating ceramic settings and making use of wall space.

Proximity as an expansion strategy

The Porcelánia showroom in Teulada has become the starting point for a growth plan that is moving forward with new openings in Denia and Calpe. Julián explains it clearly: ‘We have to open more business locations to be closer to our customers.’

This focus on proximity is reflected in the way the team accompanies each project. In other words, a customer’s visit does not end with a one-off recommendation. They usually leave with a complete vision of their home: bathroom, kitchen, terrace, ceramics, furniture, appliances… Therefore, the idea is that if the customer arrives with doubts, they leave with a complete project. And ‘that is the greatest satisfaction,’ says Julián.

Working with INSCA: a smooth process from day one

The showroom was designed and fitted out using the best tile and bathroom displays. And that’s not all. The collaboration between INSCA and Porcelánia worked from the very first contact. ‘We understood each other very well from the start,’ recalls Julián.

‘The measurements, the proposals… everything went very quickly,’ he adds. Our nearly 50 years of experience in the sector allows us to understand our customers’ needs and find the right display solutions for each case.

For example, one of the highlights for Julián was the assembly. He mentions it again without hesitation: “The assembly was fantastic. The team found solutions for everything. There were no objections to new proposals. They collaborated on every detail.‘ He even points out that the installation was completed ahead of schedule. ’If we set up another showroom, I would like it to be with the same team,” he says.

The material arrived from the factory organised and ready to install, which allowed the process to proceed smoothly. This is a point that Julián highlights as an essential part of the experience: ‘The planning was very well done. We had no problems.’

A showroom that inspires decisions

Today, Porcelánia Teulada is a space where aesthetics and functionality converge. Each display, each setting and each module fulfils the mission of helping customers visualise their home project. In addition, the combination of anthracite and Old Oak wood colours gives the exhibition uniformity and makes the tour feel natural.

The Denver tile display boards can show up to 80 large-format tiles (3000×1000 mm, 3000×1200 mm and 2600×1200 mm); the bathroom ambiences provide a real-life context; the UP! tile library offers technical support; and the custom-made auxiliary furniture completes a journey that has been thought out down to the last detail.

In Julián’s words, the customer ‘can see all the possibilities here.’ And that, in the end, is what translates into customer confidence when making decisions.

A project that marks a new path

In short, the Porcelánia showroom in Teulada (Alicante) is not a traditional point of sale. In this case, it functions as a space that inspires, accompanies and offers a wide variety of solutions. At INSCA, we have been part of this process with the aim of creating a ceramic and bathroom exhibition that makes it easier for customers to imagine their entire project.

This project is the first in an expansion that will continue to grow with the same purpose: to be close to people and offer them comprehensive proposals.