{"id":272284,"date":"2026-07-28T08:04:44","date_gmt":"2026-07-28T08:04:44","guid":{"rendered":"https:\/\/insca.com\/home\/?p=272284"},"modified":"2026-07-28T08:04:52","modified_gmt":"2026-07-28T08:04:52","slug":"refurbishment-immersive-tile-showroom-pamesa","status":"publish","type":"post","link":"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/","title":{"rendered":"Pamesa case study: a tile showroom designed to inspire 365 days a year"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#We_interviewed_Ana_Ortega_head_of_marketing_at_Pamesa_Ceramica_about_the_refurbishment_of_the_companys_tile_showroom\" >We interviewed Ana Ortega, head of marketing at Pamesa Cer\u00e1mica, about the refurbishment of the company\u2019s tile showroom.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Why_has_Pamesa_Ceramica_refurbished_its_tile_showroom\" >Why has Pamesa Cer\u00e1mica refurbished its tile showroom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#From_a_pop-up_stand_to_a_permanent_experience\" >From a pop-up stand to a permanent experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#How_to_design_a_3000_m%C2%B2_ceramic_showroom_with_a_unique_identity\" >How to design a 3,000 m\u00b2 ceramic showroom with a unique identity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#What_benefits_has_Pamesa_gained_from_the_refurbishment_of_its_showroom\" >What benefits has Pamesa gained from the refurbishment of its showroom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Main_technical_challenges_natural_light_stage_flooring_and_the_route\" >Main technical challenges: natural light, stage flooring and the route<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#INSCAs_role_turning_a_concept_into_a_showroom\" >INSCA\u2019s role: turning a concept into a showroom<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Would_Pamesa_work_with_INSCA_again_An_assessment_of_the_project\" >Would Pamesa work with INSCA again? An assessment of the project<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#A_showroom_designed_to_continue_creating_opportunities\" >A showroom designed to continue creating opportunities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Who_designed_and_built_the_Pamesa_Ceramica_showroom\" >Who designed and built the Pamesa Cer\u00e1mica showroom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#What_is_%E2%80%9CLa_Suite%E2%80%9D_in_the_Pamesa_showroom\" >What is \u201cLa Suite\u201d in the Pamesa showroom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#What_benefits_has_Pamesa_gained_from_the_refurbishment_of_its_showroom-2\" >What benefits has Pamesa gained from the refurbishment of its showroom?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/insca.com\/home\/en\/refurbishment-immersive-tile-showroom-pamesa\/#Which_INSCA_catalogue_display_units_have_been_incorporated_into_the_showroom\" >Which INSCA catalogue display units have been incorporated into the showroom?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"We_interviewed_Ana_Ortega_head_of_marketing_at_Pamesa_Ceramica_about_the_refurbishment_of_the_companys_tile_showroom\"><\/span>We interviewed Ana Ortega, head of marketing at Pamesa Cer\u00e1mica, about the refurbishment of the company\u2019s tile showroom.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_has_Pamesa_Ceramica_refurbished_its_tile_showroom\"><\/span>Why has Pamesa Cer\u00e1mica refurbished its tile showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Customers no longer want to view ceramic collections in a catalogue; they want to visualise how they can be used in their own projects. That is the idea behind the transformation of the Pamesa Cer\u00e1mica showroom \u2013 a space with <strong>over 3,000 m\u00b2 of exhibition area<\/strong>, refurbished to mark the <strong>fifth edition of the Cer\u00e1mica Experience<\/strong>.<\/p>\n\n\n\n<p>The aim was twofold. On the one hand, to present new collections and, on the other, to transform the showroom into a space capable of inspiring architects, interior designers, distributors and specifiers all year round.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/5.webp\" alt=\"Showroom cer\u00e1mico Pamesa | INSCA\" class=\"wp-image-272218\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/5.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/5-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/5-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/5-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The decision was a response to a shift in the way the company engages with its customers. As Ana Ortega, the firm\u2019s head of marketing, explains:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe wanted to bring customers closer to the product through an experiential approach. To create spaces that customers could explore, which felt alive, and which showcased the product in a different way.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p><strong>The sector has evolved towards more immersive experiences<\/strong>, where architects and interior designers seek inspiration, new applications and comprehensive solutions for their projects. <\/p>\n\n\n\n<p>Consequently, the showroom is no longer merely a display space but has become a working tool, in line with Grupo Pamesa\u2019s vision of <strong>maintaining spaces that are up to date and available 365 days a year<\/strong>, beyond commercial events.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"C\u00f3mo dise\u00f1ar un showroom cer\u00e1mico de 3.000 m\u00b2 | Caso de \u00c9xito Pamesa Cer\u00e1mica\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/uujpnY5tLfY?start=4&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"From_a_pop-up_stand_to_a_permanent_experience\"><\/span>From a pop-up stand to a permanent experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The inspiration came from Bologna. At <strong><a href=\"https:\/\/blog.pamesa.com\/eventos\/las-novedades-de-pamesa-ceramica-que-marcaron-cersaie-2025\/\" data-type=\"link\" data-id=\"https:\/\/blog.pamesa.com\/eventos\/las-novedades-de-pamesa-ceramica-que-marcaron-cersaie-2025\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Cersaie <\/a>2025<\/strong>, the international trade fair for ceramics and bathroom fittings, Pamesa presented a space inspired by a hotel, where<strong> ceramics were incorporated into unusual applications<\/strong>: furniture, cupboards, doors, decorative elements and even works of art.<\/p>\n\n\n\n<p>However, that concept did not end with the Italian trade fair. The idea has evolved into<strong> \u201cLa Suite\u201d<\/strong>, a permanent exhibition comprising different spaces (reception, corridor, bedrooms, bar, study, bathroom, dressing room and kitchen) that allows visitors to <strong>discover how ceramics can form part of practically any space.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/7.webp\" alt=\"\" class=\"wp-image-272276\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/7.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/7-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/7-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/7-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The firm had already incorporated various <a href=\"https:\/\/insca.com\/home\/en\/8-trends-ephemeral-architecture-for-fairs-2025\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/home\/en\/8-trends-ephemeral-architecture-for-fairs-2025\/\">living areas to help its customers visualise how the tiles would look<\/a> in a real-life setting. \u201cWe have a house, we have an outdoor area,\u201d notes Ortega.<\/p>\n\n\n\n<p>In this refurbishment of tile showroom, for example, a kitchen setting was added \u2013 one that the brand had showcased at Casa Decor. It is a kitchen integrated into the small-format area, which we at <a href=\"https:\/\/insca.com\/en\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/\">INSCA<\/a> adapted to fit into the new space.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_design_a_3000_m%C2%B2_ceramic_showroom_with_a_unique_identity\"><\/span>How to design a 3,000 m\u00b2 ceramic showroom with a unique identity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Designing a showroom of this size presented a significant challenge. How could we ensure that the various areas displaying ceramics maintained a common identity? <\/p>\n\n\n\n<p>Ortega highlights precisely this aspect as one of the project\u2019s major achievements:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cGiven that it is such a large exhibition space, covering 3,000 square metres, we have managed to achieve a fairly satisfactory visual and aesthetic coherence and to create a brand identity.\u201d<\/p>\n\n\n\n<p><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/3.webp\" alt=\"INSCA, fabricante de expositores de azulejos, pone en pr\u00e1ctica su Know how en la reforma del showroom de Pamesa Cer\u00e1mica\" class=\"wp-image-272230\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/3.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/3-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/3-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/3-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>In other words, each material is integrated into a context of real-world use, which helps visitors understand its application, its scale and its relationship with other elements in the space. Architectural solutions such as the <strong>system of folding ceramic slats <\/strong>help to organise the visitor\u2019s journey without creating rigid divisions.<\/p>\n\n\n\n<p>In this way, we have created a sense of continuity that allows visitors <strong>to move naturally from one atmosphere to another.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_benefits_has_Pamesa_gained_from_the_refurbishment_of_its_showroom\"><\/span>What benefits has Pamesa gained from the refurbishment of its showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/4.webp\" alt=\"C\u00f3mo exponer azulejos de manera original | Caso de \u00e9xito Pamesa Cer\u00e1mica de la mano de INSCA\" class=\"wp-image-272224\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/4.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/4-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/4-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/4-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The new showroom was created with a very specific aim.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cTo attract more customers \u2013 architects, specifiers and interior designers \u2013 who could see the product and its various applications at close quarters, and to position Pamesa as something distinct within the ceramics sector.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>The results, according to the marketing manager herself, can be summarised in<strong> three main benefits<\/strong>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Strengthening the brand image.<\/li>\n\n\n\n<li>Increasing the perceived value of the products.<\/li>\n\n\n\n<li>Turning the showroom into a very powerful sales tool.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Main_technical_challenges_natural_light_stage_flooring_and_the_route\"><\/span>Main technical challenges: natural light, stage flooring and the route<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The integration of the flooring, the influx of natural light and the way the new spaces would coexist with the existing showroom were the aspects that most concerned the <a href=\"https:\/\/www.pamesa.com\/en\/index.html\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/www.pamesa.com\/en\/index.html\" rel=\"noreferrer noopener\">Pamesa <\/a>team.<\/p>\n\n\n\n<p>\u201cWe were concerned about the glass wall, because of the natural light coming in. However, in the end, we managed to give it an outdoor feel that works very well,\u201d says Ortega.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/6.webp\" alt=\"Sistema de lamas cer\u00e1micas abatible para separar los espacios en el showroom de Pamesa Cer\u00e1mica | INSCA\" class=\"wp-image-272236\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/6.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/6-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/6-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/6-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>In this case, the showroom featured an area with natural light thanks to a large window, which was utilised to incorporate the <strong>outdoor ambience<\/strong> and reinforce the contextualisation of the space.<\/p>\n\n\n\n<p>Another challenge was to add \u201cLa Suite\u201d without disrupting the existing flow. To resolve this, at <a href=\"https:\/\/insca.com\/en\/about-us\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/about-us\/\"><strong>INSCA <\/strong><\/a>we developed a system of folding ceramic slats that acts as a partition. And, in Ortega\u2019s words, \u201cit has blended in very well\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"INSCAs_role_turning_a_concept_into_a_showroom\"><\/span>INSCA\u2019s role: turning a concept into a showroom<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Once the concept had been defined, the next step was to bring it to life. At INSCA, we were involved in the <strong>manufacture and assembly of various display solutions<\/strong> tailored to the project, including:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A new <strong>novelty area<\/strong>, designed as a small stand integrated into the showroom, drawing inspiration from Japanese and Mediterranean styles, with tiled wall panels that allow for the rapid replacement of samples.<\/li>\n\n\n\n<li>A <strong>technical area for displaying timber<\/strong>, featuring a curved shelving unit for 84 samples measuring 600&#215;400 mm, with grooves to slot the pieces into place and ensure they are securely held.<\/li>\n\n\n\n<li>A mosaic display area featuring a s<strong>helving unit with slanted, backlit shelves<\/strong> finished in black melamine to blend in with the rest of the exhibition.<\/li>\n\n\n\n<li>Catalogue-style ceramic display units, such as the \u2018<strong>Denver<\/strong>\u2019 <a href=\"https:\/\/insca.com\/en\/expositores\/denver\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/expositores\/denver\/\">display unit for large-format porcelain stoneware<\/a>, the \u2018<strong>Colorado<\/strong>\u2019 version designed to <a href=\"https:\/\/insca.com\/en\/expositores\/colorado-flooring-showroom-displays\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/expositores\/colorado-flooring-showroom-displays\/\">showcase 100&#215;100 cm wall tiles<\/a>, and the classic \u2018<strong>Londres<\/strong>\u2019 model, a sliding ceramic display unit with a panel.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/11.webp\" alt=\"estanter\u00eda curva para exponer 84 muestras de 600x400 mm | INSCA\" class=\"wp-image-272242\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/11.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/11-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/11-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/11-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Would_Pamesa_work_with_INSCA_again_An_assessment_of_the_project\"><\/span>Would Pamesa work with INSCA again? An assessment of the project<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For Ana Ortega, one of the key distinguishing features of the project was the relationship between the two teams. \u201cWorking with the INSCA project team was a very positive experience. Right from the start, <strong>communication was very smooth<\/strong> and they understood exactly what a brand like Pamesa needed,\u201d she explains.<\/p>\n\n\n\n<p>That understanding carried over into the different phases of the project, from the initial briefing right through to installation. \u201c<strong>The technical drawings are very detailed<\/strong>\u201d and \u201cthe choice of materials stands out for its quality,\u201d adds Ortega.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/2.webp\" alt=\"Expositores a medida para exponer azulejos de manera original y elegante | INSCA\" class=\"wp-image-272248\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/2.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/2-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/2-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/2-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Furthermore, when we asked her if she would change anything about the final result, she offered only minor qualifications:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cGenerally speaking, I wouldn\u2019t change a thing. Perhaps I\u2019d enhance some areas with more customer interaction, although we know that, given the current climate in the sector, this is difficult.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>And on why they would choose us again: \u201cWe chose <a href=\"https:\/\/insca.com\/en\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/\">INSCA <\/a>for its balanced combination of quality, creativity, technical expertise and experience. But, above all, for their approachability and ability to solve problems.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_showroom_designed_to_continue_creating_opportunities\"><\/span>A showroom designed to continue creating opportunities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The <strong>refurbishment of Pamesa\u2019s showroom<\/strong> demonstrates how exhibition spaces are evolving to respond to a new way of engaging with customers. <\/p>\n\n\n\n<p>It is no longer enough simply to display a catalogue: the aim is to <strong>create experiences that inspire<\/strong>, spark conversation and help architects, interior designers and distributors to imagine new applications for the material.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/9.webp\" alt=\"Pamesa case study: a tile showroom designed to inspire 365 days a year\" class=\"wp-image-272255\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/9.webp 936w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/9-300x206.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/9-768x527.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/07\/9-150x103.webp 150w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>In a context where events such as <a href=\"https:\/\/castellonplaza.com\/castellonplaza\/plazaceramica\/pamesa-grupo-cierra-con-gran-exito-la-v-edicion-de-ceramica-experience-tras-reunir-a-mas-de-9000-profesionales\" data-type=\"link\" data-id=\"https:\/\/castellonplaza.com\/castellonplaza\/plazaceramica\/pamesa-grupo-cierra-con-gran-exito-la-v-edicion-de-ceramica-experience-tras-reunir-a-mas-de-9000-profesionales\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Cer\u00e1mica Experience<\/a> bring together thousands of professionals every year, having a showroom ready to welcome visitors all year round is a real advantage. <\/p>\n\n\n\n<p>Because when the space is designed to inspire and facilitate commercial work, it ceases to be merely an exhibition and becomes a genuine business tool.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Who_designed_and_built_the_Pamesa_Ceramica_showroom\"><\/span>Who designed and built the Pamesa Cer\u00e1mica showroom?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>INSCA, a specialist in the design and construction of ceramic showrooms, was responsible for developing the project in collaboration with Pamesa\u2019s marketing team.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_%E2%80%9CLa_Suite%E2%80%9D_in_the_Pamesa_showroom\"><\/span>What is \u201cLa Suite\u201d in the Pamesa showroom?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>It is a permanent exhibition route inspired by a designer hotel, comprising different spaces (reception, corridor, bedrooms, bar, office, bathroom, dressing room and kitchen), which demonstrates how ceramic tiles can be used in virtually any space. The concept was first unveiled at Cersaie 2025.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_benefits_has_Pamesa_gained_from_the_refurbishment_of_its_showroom-2\"><\/span>What benefits has Pamesa gained from the refurbishment of its showroom?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>According to Ana Ortega, Pamesa\u2019s Head of Marketing, the main benefits have been to strengthen the brand image, enhance the perceived value of the products and provide a more powerful sales tool.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_INSCA_catalogue_display_units_have_been_incorporated_into_the_showroom\"><\/span>Which INSCA catalogue display units have been incorporated into the showroom?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Among others, the display unit for the large-format Denver porcelain stoneware, the Colorado version for 100&#215;100 cm wall tiles, and the Londres model, a sliding display unit with a panel.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We interviewed Ana Ortega, head of marketing at Pamesa Cer\u00e1mica, about the refurbishment of the company\u2019s tile showroom. Why has Pamesa Cer\u00e1mica refurbished its tile showroom? Customers no longer want to view ceramic collections in a catalogue; they want to visualise how they can be used in their own projects. That is the idea behind [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":272214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_joinchat":[],"footnotes":""},"categories":[1030],"tags":[],"class_list":["post-272284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categorizar-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/posts\/272284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/comments?post=272284"}],"version-history":[{"count":0,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/posts\/272284\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/media\/272214"}],"wp:attachment":[{"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/media?parent=272284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/categories?post=272284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/tags?post=272284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}