6,500 m² of renovated exhibitions for ceramics manufacturers: how to turn showrooms into events

Manufacturers are looking for new ways to connect with their customers. We tell you how to enhance your building materials showroom and turn it into an experiential environment.

For ceramic manufacturers, trade fairs are always an essential event on the calendar. They are the perfect showcase to showcase your new products, meet other professionals in the sector and establish connections.

Trade fairs such as Coverings, Cevisama or Cersaie are still essential for the industry, but what about after the fairs? Exhibitions need to be pampered.

The brand experience must go further, and that is why more and more manufacturers are opting to update and refurbish their showrooms to create exclusive events where they can interact directly with their customers and offer them a much more personalised experience.

And at INSCA, we take care of the whole process: from the design to the execution of the refurbishment, helping to create unique spaces that connect more directly with the client. So far this year, we have refurbished more than 6,500 m2 of exhibitions for ceramic manufacturers, which has allowed us to contribute to the growth and evolution of our clients’ showrooms.

How to transform exhibitions for ceramics manufacturers into a new experience?

At INSCA, , we focus on enhancing the exhibition of our clients’ products, helping their new products to be presented in a functional, elegant and original way at these events.

We know that every detail counts, so we specialise in creating exhibition spaces that highlight the qualities of the materials, integrating technology, design and architecture so that everything fits together perfectly to help our clients increase their sales.

Ceramic materials: the basis of the experience

Large format, once again this year, is consolidated as an essential trend in the ceramic sector, and on these occasions we look for new ways of displaying it. To this end, we have resorted to architectural resources that enhance its presence and the recreation of monolithic pieces that act as solid blocks within the exhibition.

These types of solutions provide a unique visual impact, highlighting the qualities and versatility of ceramic materials in a carefully designed environment. They also serve as a point of contrast or as a canvas to showcase finishes, textures and colours in an original way.

Interactive exhibition areas: the real habitat as the protagonist

The redesign of these exhibitions seeks to find the right form that allows the client to visualise and imagine the final finish of the new collections. In this sense, we create living areas with environments for displaying ceramics that simulate everyday environments, from living rooms to terraces and receptions, allowing the visitor to see how the products fit into real contexts.

This approach goes beyond simply displaying tiles: it is an immersive experience that allows visitors to experience the real feel of the products in use, whether on a surface, on a wall or as part of an interior design.

Integration of ceramic material beyond traditional rooms

Today, we see ceramic pieces integrated into tables, countertops, shelves and even decorative elements that were previously unthinkable. The reason? Its strength, durability and timeless beauty make it an ideal material for multiple applications. Moreover, in many cases, the aim is to generate an effect of visual continuity, creating spaces in which ceramics not only clad, but also define the identity of the environment.

At INSCA, we manufacture display solutions for building materials that innovatively show how ceramics can form part of domestic furnishings. It’s not just about displaying the material, but putting it in context, helping manufacturers to showcase its potential in a way that makes an impact and creates new application possibilities for their customers.

An example would be a composition of a ceramic display ambience together with a sliding tile display with information panels or graphics that reinforce the information of the material on display. Models such as our Londres building materials display stand out for their ability to integrate these visual tools in strategic areas of the showroom.

Complementary technology to highlight the product

In the events that manufacturers hold at their own exhibitions, technology is a complementary tool that helps to improve the presentation of their products and offer more immersive experiences.

Thus, the use of digital resources that amplify the perception and facilitate the understanding of the characteristics of each material is becoming more and more common. Some of the technologies being incorporated into exhibitions include:

1. Interactive displays: these allow digital catalogues to be explored, detailed product information to be obtained and even customised combinations to be visualised.
2. Audiovisual projections: Reinforce the visual message with dynamic and engaging content, from explainer videos to large-format animations.
3. 3D simulations: Facilitate the visualisation of applications in real time, allowing visitors to experience the material in different environments.
4. Augmented reality: A tool that adds a digital layer to the physical experience, showing product details in an innovative way.
5. Intelligent lighting: Highlights textures, finishes and volumes, creating specific atmospheres that enhance the product.

Ultimately, these tools enrich the presentation of products and generate a stronger emotional connection with the brand, making the visitor experience more dynamic and memorable.

Functional and scenographic furniture: an essential complement

Some manufacturers opt for different themes for their exhibitions, which allows each presentation to have a unique character. Based on these ideas, at INSCA we materialise the display solutions and the scenography of the space, ensuring that each element enhances the staging of the product.

The display of the products is enriched with functional furniture, designed to complement the aesthetics of the space and reinforce the brand identity. Therefore, the aim is to build an environment that helps to tell a story and generate an immersive experience.

To achieve this, we incorporate different approaches:

1. Thematic scenographies: We create environments that represent a specific concept, aligned with the manufacturer’s identity.
2. Integrated furniture: Pieces that not only serve for the exhibition, but also form part of the overall visual concept.
3. Customised architectural elements: From volumetric structures to sculptural furniture that enhances the presentation of the products.
4. Strategic lighting: Used to highlight textures, contrasts and focal points within the exhibition space.

On the other hand, at these events, many manufacturers hire performances to liven up the experience. At INSCA we take care of adapting the exhibition spaces so that these presentations are seamlessly integrated into the exhibition.

In short, thanks to this combination of elements, we transform exhibitions into a stage that enhances the value of the product and the connection with the visitor.

Creating social ambiences and lounge areas

As with trade fairs in the sector, these events at the exhibitions themselves aim to generate contacts and encourage interaction. To achieve this, it is essential to provide lounge areas and social areas where visitors can converse in a relaxed atmosphere.

From bar areas to meeting spaces, these areas allow visitors to not only interact with other industry professionals, but also create a relaxed and comfortable atmosphere to discuss projects, exchange ideas and strengthen business relationships.

Here are some examples of how a social area could be created in an exhibition:

1. Tasting bars: Spaces where visitors can have a coffee or a drink while establishing business relationships.
2. Meeting areas with comfortable furniture: Sofas, armchairs and low tables that allow for more relaxed conversations.
3. Semi-open spaces: Delimited with architectural elements or vegetation to generate privacy without being completely isolated.
4. Charging and connection points: Strategic places where attendees can recharge their devices while interacting with other visitors.

In short, these spaces become a meeting point, where the brand is transmitted through the general atmosphere, creating a complete brand experience that goes beyond the visual.

New spaces for the demonstration of new product installation technologies

In addition to exhibiting materials, more and more manufacturers are seeking to showcase new installation technologies at their exhibitions. To this end, specific spaces are created in which visitors can learn first-hand about innovative techniques that optimise the installation process of ceramic materials.

Some of the elements in these spaces include:

1. Live demonstration areas: Where professionals show in real time how to apply new tile installation techniques. To create these areas, for example, we incorporated technical benches to display tiles with a non-slip surface.
2. Interactive test surfaces: Areas where visitors can experiment with tools and products to better understand their application.
3. Digital simulators: Interactive screens explaining the installation process with detailed instructions and 3D visualisations.
4. Comparison of traditional and new methods: Didactic displays highlighting the advantages of new technologies over conventional systems.
5. Technical advice: Presence of experts who resolve doubts and explain the added value of the new installation systems.

Consequently, this type of space reinforces the usefulness of the product, facilitates its understanding and boosts its adoption in the market.

Final results: exhibitions for ceramics manufacturers transformed into events

In conclusion, these refurbishments offer manufacturers the possibility of continuing to showcase their work and developments throughout the year, in an exclusive way and within a more personalised environment tailored to the needs of each brand.

Therefore, we create exhibitions that not only showcase the products, but offer a complete sensory experience, making the most of architectural resources, living areas that go beyond everyday environments and the use of advanced technology that highlights the unique qualities of ceramic materials.

In addition, we integrate areas for events and meetings, where brands can interact directly with customers in a comfortable and private environment. Contact us and we will start defining your next exhibition space today.