{"id":275457,"date":"2026-11-06T11:28:42","date_gmt":"2026-11-06T11:28:42","guid":{"rendered":"https:\/\/insca.com\/home\/reforma-de-showroom-ceramico-argenta-the-beat\/"},"modified":"2026-11-06T11:47:09","modified_gmt":"2026-11-06T11:47:09","slug":"ceramic-tile-showroom-renovation-argenta","status":"publish","type":"post","link":"https:\/\/insca.com\/home\/en\/ceramic-tile-showroom-renovation-argenta\/","title":{"rendered":"Case study: The Beat, the new experiential zone at the Argenta Cer\u00e1mica showroom"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87_1 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\/ceramic-tile-showroom-renovation-argenta\/#We_interviewed_Pablo_Alonso_project_manager_at_Argenta_about_the_importance_of_ceramic_tile_showroom_renovation_and_the_key_aspects_of_the_project\" >We interviewed Pablo Alonso, project manager at Argenta, about the importance of ceramic tile showroom renovation and the key aspects of the project.<\/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\/ceramic-tile-showroom-renovation-argenta\/#Why_renovate_a_ceramic_tiles_showroom\" >Why renovate a ceramic tiles 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\/ceramic-tile-showroom-renovation-argenta\/#What_is_The_Beat_and_what_need_does_it_aim_to_fulfil_within_the_Argenta_showroom\" >What is The Beat, and what need does it aim to fulfil within the Argenta showroom?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/insca.com\/home\/en\/ceramic-tile-showroom-renovation-argenta\/#How_is_this_new_exhibition_area_organised\" >How is this new exhibition area organised?<\/a><\/li><\/ul><\/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\/ceramic-tile-showroom-renovation-argenta\/#Slabs_works_feature_prominently_How_did_you_go_about_presenting_them\" >Slabs works feature prominently. How did you go about presenting them?<\/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\/ceramic-tile-showroom-renovation-argenta\/#How_important_is_lighting_in_a_ceramics_showroom\" >How important is lighting in a ceramics showroom?<\/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\/ceramic-tile-showroom-renovation-argenta\/#Theres_also_a_light_installation_that_really_takes_centre_stage_in_The_Beat_What_were_you_aiming_to_achieve_with_it\" >There\u2019s also a light installation that really takes centre stage in The Beat. What were you aiming to achieve with it?<\/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\/ceramic-tile-showroom-renovation-argenta\/#What_are_the_benefits_of_refurbishing_a_ceramics_showroom\" >What are the benefits of refurbishing a ceramics showroom?<\/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\/ceramic-tile-showroom-renovation-argenta\/#What_has_it_been_like_working_with_INSCA_a_manufacturer_of_tile_displays_from_the_design_stage_right_through_to_the_completion_of_the_project\" >What has it been like working with INSCA, a manufacturer of tile displays, from the design stage right through to the completion of the project?<\/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\/ceramic-tile-showroom-renovation-argenta\/#What_is_the_main_challenge_when_it_comes_to_carrying_out_a_showroom_refurbishment_on_this_scale\" >What is the main challenge when it comes to carrying out a showroom refurbishment on this scale?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/insca.com\/home\/en\/ceramic-tile-showroom-renovation-argenta\/#The_refurbishment_also_includes_a_new_technical_area_featuring_IRIS_our_smart_system_for_digitising_displays_of_tiles_and_building_materials%E2%80%A6\" >The refurbishment also includes a new technical area featuring I.RIS, our smart system for digitising displays of tiles and building materials&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/insca.com\/home\/en\/ceramic-tile-showroom-renovation-argenta\/#Once_the_new_exhibition_is_up_and_running_would_you_change_anything_about_the_new_space\" >Once the new exhibition is up and running, would you change anything about the new space?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/insca.com\/home\/en\/ceramic-tile-showroom-renovation-argenta\/#Design_and_execution_a_collaboration_that_continues_to_evolve\" >Design and execution: a collaboration that continues to evolve<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"We_interviewed_Pablo_Alonso_project_manager_at_Argenta_about_the_importance_of_ceramic_tile_showroom_renovation_and_the_key_aspects_of_the_project\"><\/span>We interviewed Pablo Alonso, project manager at Argenta, about the importance of ceramic tile showroom renovation and the key aspects of the project.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u201cWhat you can\u2019t see, you can\u2019t sell.\u201d This quote from Pablo Alonso Nomdedeu sums up much of the philosophy behind the <strong>evolution of the Argenta Cer\u00e1mica showroom<\/strong>. A philosophy centred on creating a space that showcases the product to its best advantage, facilitates the work of the sales team and offers customers a more personalised experience.<\/p>\n\n\n\n<p>Pablo Alonso Nomdedeu, an architect and project manager at Argenta, is behind the design of The Beat, a <strong>new 400 m\u00b2 area dedicated to the company\u2019s latest products and to Absolute<\/strong>, its large-format collection. <\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-2.webp\" alt=\"\" class=\"wp-image-275246\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-2.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-2-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-2-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-2-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This project was brought to life by INSCA and is complemented by the refurbishment of various ceramic display areas within the \u201cHeart\u201d showroom and a new technical zone equipped with version 03 of our I.RIS digital system.<\/p>\n\n\n\n<p>Following this, we spoke to Pablo about the decisions behind the project, the importance of lighting, the role played by a ceramic showroom today, the challenge of turning an architectural idea into a built space within very tight deadlines, and <strong>what it has been like to work with the INSCA project team<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_renovate_a_ceramic_tiles_showroom\"><\/span>Why renovate a ceramic tiles showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 For <a href=\"https:\/\/www.argentaceramica.com\/\" data-type=\"link\" data-id=\"https:\/\/www.argentaceramica.com\/\" target=\"_blank\" rel=\"noopener\">Argenta<\/a>, the showroom is the space where sales staff interact with their customers, where the marketing team also meets, and where we deal with suppliers\u2026 It is a space where the whole company works.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-29.webp\" alt=\"\" class=\"wp-image-275252\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-29.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-29-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-29-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-29-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>What\u2019s more, it allows us to showcase the materials through a variety of displays. And we do this by highlighting the new technologies we apply to ceramics, the reliefs, the textures\u2026 If we didn\u2019t present the product in this way, some of that added value might be lost.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_The_Beat_and_what_need_does_it_aim_to_fulfil_within_the_Argenta_showroom\"><\/span>What is The Beat, and what need does it aim to fulfil within the Argenta showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 The Beat arose from the need to <strong>showcase our latest products as well as the large-format pieces from the Absolute collection<\/strong>. What we did was to use a central point in the exhibition to encompass an area of approximately 400 square metres of industrial space that we were using as a warehouse.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-13.webp\" alt=\"Reforma de showroom cer\u00e1mico para Argenta | INSCA\" class=\"wp-image-275258\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-13.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-13-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-13-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-13-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We wanted to highlight both that industrial area and the product itself, whilst at the same time ensuring that this new space would catch the eye from within the existing showroom.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_is_this_new_exhibition_area_organised\"><\/span>How is this new exhibition area organised?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u2014 The space is divided into three sections.<\/p>\n\n\n\n<p>One of these is <strong>The Lab<\/strong>, an area where product designers work and carry out their research into new materials.<\/p>\n\n\n\n<p>In the central area, we showcase the large-format products from the <strong>Absolute <\/strong>collection, and finally, we have a <strong>ceramic display area<\/strong> dedicated to presenting the latest additions.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-36.webp\" alt=\"We interviewed Pablo Alonso, project manager at Argenta, about the importance of ceramic tile showroom renovation and the key aspects of the project.\" class=\"wp-image-275264\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-36.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-36-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-36-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-36-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This last section is designed to be a highly dynamic space, as we need to be able to adapt quickly when changing the displays as new collections are launched.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Slabs_works_feature_prominently_How_did_you_go_about_presenting_them\"><\/span>Slabs works feature prominently. How did you go about presenting them?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 In the Absolute area, we arranged the <strong>large-format panels in a scale-like pattern<\/strong>. This allows us, from within the exhibition, to see the entire range of products we offer at a glance. Furthermore, behind these panels there is a small space which we use as a display unit to showcase the different shades of each finish.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-6.webp\" alt=\"\" class=\"wp-image-275270\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-6.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-6-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-6-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-6-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>And everything is centred around a large central piece: a <strong>table 6.5 metres long<\/strong>, approximately five metres of which is cantilevered and supported solely by a central leg one metre high. We needed it to be an element that lived up to the space.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_important_is_lighting_in_a_ceramics_showroom\"><\/span>How important is lighting in a ceramics showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 Lighting is a key element in any project and, in this particular case, we wanted to use it <strong>to bring warmth to an industrial setting <\/strong>whilst also <strong>highlighting the product\u2019s features<\/strong>.<\/p>\n\n\n\n<p>We therefore focused on the colour temperature of the light, the beam angle, the distances and the combination of direct and indirect lighting. This enables us to minimise shadows and reflections, whilst highlighting those small details that add value to the pieces, such as micro-textures and subtle reliefs.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-algori-image-video-slider-block-algori-image-video-slider dots-style-1-off-slide arrows-style-1-off-slide\" data-slick=\"{&quot;dots&quot;:true,&quot;arrows&quot;:true,&quot;autoplay&quot;:false,&quot;pauseOnFocus&quot;:false,&quot;rtl&quot;:false,&quot;vertical&quot;:false,&quot;fade&quot;:false,&quot;lazyLoad&quot;:false,&quot;centerMode&quot;:false,&quot;infinite&quot;:true,&quot;adaptiveHeight&quot;:true,&quot;speed&quot;:500,&quot;autoplaySpeed&quot;:3000,&quot;slidesToShow&quot;:1,&quot;slidesToScroll&quot;:1,&quot;rows&quot;:1,&quot;slidesPerRow&quot;:1}\"><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-10.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-7.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-5.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-22-1.webp\" alt=\"\"\/><\/figure><\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ultimately, we aim to create harmony between what we wish to showcase and the space that surrounds it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Theres_also_a_light_installation_that_really_takes_centre_stage_in_The_Beat_What_were_you_aiming_to_achieve_with_it\"><\/span>There\u2019s also a light installation that really takes centre stage in The Beat. What were you aiming to achieve with it?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u2014 In the central area, we have a space with a very high ceiling because we are exhibiting large-scale pieces. We needed a light fitting that would do justice to that volume.<\/p>\n\n\n\n<p>For this reason, we chose a <strong>moon-shaped light fitting<\/strong>. So, in the space at the end of the route, we placed a mirror with the same diameter to <strong>recreate an eclipse<\/strong>. Depending on where you stand, you can see this effect.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-8.webp\" alt=\"\" class=\"wp-image-275282\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-8.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-8-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-8-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-8-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>All of this helps to create a very distinctive and welcoming atmosphere within a setting that still retains its industrial character.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_the_benefits_of_refurbishing_a_ceramics_showroom\"><\/span>What are the benefits of refurbishing a ceramics showroom?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 I\u2019d say there are three main benefits.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>The first is commercial<\/strong>. It\u2019s a superb sales tool because we can showcase practically our entire catalogue. After all, out of sight, out of mind, and this showroom allows us to create an immersive experience. In other words, ceramics have traditionally been associated with the bathroom, and with this space we aim to \u2018expand\u2019 into other areas of everyday life: living rooms, studies, kitchens, offices or retail spaces, creating a wide variety of settings.<\/li>\n\n\n\n<li><strong>The second is the customer experience.<\/strong> Having facilities of this kind allows us to offer a much more personalised and pleasant service. In other words, we are welcoming customers into our own home and can offer them a more exclusive experience.<\/li>\n\n\n\n<li><strong>And the third is brand image.<\/strong> A showroom of this kind helps position us as a top-tier company, reinforcing our brand message and our way of doing things.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-algori-image-video-slider-block-algori-image-video-slider dots-style-1-off-slide arrows-style-1-off-slide\" data-slick=\"{&quot;dots&quot;:true,&quot;arrows&quot;:true,&quot;autoplay&quot;:false,&quot;pauseOnFocus&quot;:false,&quot;rtl&quot;:false,&quot;vertical&quot;:false,&quot;fade&quot;:false,&quot;lazyLoad&quot;:false,&quot;centerMode&quot;:false,&quot;infinite&quot;:true,&quot;adaptiveHeight&quot;:true,&quot;speed&quot;:500,&quot;autoplaySpeed&quot;:3000,&quot;slidesToShow&quot;:1,&quot;slidesToScroll&quot;:1,&quot;rows&quot;:1,&quot;slidesPerRow&quot;:1}\"><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-12.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-19.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-25.webp\" alt=\"\"\/><\/figure><\/div><div><figure class=\"algori-image-video-slider-slide-container\"><img decoding=\"async\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-38.webp\" alt=\"\"\/><\/figure><\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_has_it_been_like_working_with_INSCA_a_manufacturer_of_tile_displays_from_the_design_stage_right_through_to_the_completion_of_the_project\"><\/span>What has it been like working with INSCA, a manufacturer of tile displays, from the design stage right through to the completion of the project?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 Working with <strong><a href=\"https:\/\/insca.com\/en\/\">INSCA<\/a><\/strong>\u2019s project and design team has been a fantastic experience.<\/p>\n\n\n\n<p>They have a<strong> great team of professionals<\/strong> who pay close attention to detail, and for us, that is essential. From the moment we start a project until we finally bring it to fruition, there is a whole process involved, and it is vital that those small details are not overlooked.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-33-1.webp\" alt=\"\" class=\"wp-image-275450\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-33-1.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-33-1-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-33-1-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-33-1-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>What\u2019s more, <strong>we work side by side throughout the implementation phase<\/strong>. From the initial idea right through to the final stages, we move forward together to ensure we remain as faithful as possible to the original project.<\/p>\n\n\n\n<p>In that sense, they are excellent partners in bringing a project to fruition.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_the_main_challenge_when_it_comes_to_carrying_out_a_showroom_refurbishment_on_this_scale\"><\/span>What is the main challenge when it comes to carrying out a showroom refurbishment on this scale?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 Projects involving exhibitions and temporary architecture are complex because <strong>we usually work to very tight deadlines<\/strong>. Furthermore, professionals specialising in air conditioning, electrical works, plumbing, lighting, painting and joinery all need to be involved\u2026 and virtually the entire process may have to be completed within two months.<\/p>\n\n\n\n<p>Therefore, there needs to be a clear understanding between all the professionals involved.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-18.webp\" alt=\"\" class=\"wp-image-275300\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-18.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-18-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-18-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-18-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In these particularly stressful moments, <strong><a href=\"https:\/\/insca.com\/en\/about-us\/\" data-type=\"link\" data-id=\"https:\/\/insca.com\/en\/about-us\/\">INSCA <\/a>is highly effective with such ambitious projects and such tight deadlines<\/strong>. They have a great team of professionals, both at a technical level \u2013 in the technical office \u2013 and in carpentry and all other areas. Ultimately, they have considerable resources behind them, and that makes them a safe bet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_refurbishment_also_includes_a_new_technical_area_featuring_IRIS_our_smart_system_for_digitising_displays_of_tiles_and_building_materials%E2%80%A6\"><\/span>The refurbishment also includes a new technical area featuring I.RIS, our smart system for digitising displays of tiles and building materials&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 <a href=\"https:\/\/insca.com\/home\/en\/?page_id=27298&#038;page_id=27297&#038;page_id=27003&#038;page_id=27001&#038;page_id=248676\" data-type=\"link\" data-id=\"https:\/\/insca.com\/home\/en\/iris-3-digitize-your-building-materials-showroom\/\">We found I.RIS to be an innovative system<\/a>. I believe that, these days, all companies need to adapt to these new technologies, and we saw that it could be a very useful tool.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-21.webp\" alt=\"\" class=\"wp-image-275306\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-21.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-21-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-21-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-21-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We are talking about a system in which products are labelled and, using a scanner, <strong>we can display all the technical information<\/strong>, view the graph, examine the texture in detail, look at a product image and view the technical specifications on a screen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Once_the_new_exhibition_is_up_and_running_would_you_change_anything_about_the_new_space\"><\/span>Once the new exhibition is up and running, would you change anything about the new space?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u2014 The feedback from <a href=\"https:\/\/www.elperiodicodelazulejo.es\/diseno\/argenta-ceramica-esta-lista-para-la-quinta-edicion-de-the-essential-tile-meeting-DY2177423\" data-type=\"link\" data-id=\"https:\/\/www.elperiodicodelazulejo.es\/diseno\/argenta-ceramica-esta-lista-para-la-quinta-edicion-de-the-essential-tile-meeting-DY2177423\" target=\"_blank\" rel=\"noopener\">people who visited the exhibition<\/a> when we launched it was very positive. We received lots of compliments and were told that people really liked it. I think <strong>the whole project and marketing team did a great job<\/strong> and we\u2019re very pleased with the result. Off the top of my head, I wouldn\u2019t say there\u2019s anything I\u2019d change.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-3.webp\" alt=\"\" class=\"wp-image-275312\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-3.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-3-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-3-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-3-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>However, this is a very dynamic industry and the <strong>showroom will undoubtedly continue to grow and evolve<\/strong>. The display areas form part of an exhibition that must also be dynamic.<\/p>\n\n\n\n<p>We are constantly incorporating new trends, materials and technologies, so one of <strong>the most important features of this exhibition is precisely its flexibility<\/strong> and the ease with which we can change the display areas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Design_and_execution_a_collaboration_that_continues_to_evolve\"><\/span>Design and execution: a collaboration that continues to evolve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Beat marks a new step in the evolution of Argenta\u2019s showroom, but also in a collaboration that has developed across various projects.<\/p>\n\n\n\n<p>For Pablo Alonso, <strong>making a space work means ensuring that design and execution move in the same direction<\/strong>. For us, it means taking on the challenge of transforming an architectural idea into a buildable solution, coordinating technical development, manufacturing and assembly so that the result retains the details with which it was conceived.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"642\" src=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-32.webp\" alt=\"\" class=\"wp-image-275294\" srcset=\"https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-32.webp 963w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-32-300x200.webp 300w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-32-768x512.webp 768w, https:\/\/insca.com\/home\/wp-content\/uploads\/2026\/11\/Capa-32-150x100.webp 150w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Because behind every showroom lie decisions about how to present the product, how the sales team operates, how customers move through the space, and how the display can evolve as new collections arrive.<\/p>\n\n\n\n<p>And The Beat has been conceived precisely for that purpose: to continue evolving alongside Argenta.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We interviewed Pablo Alonso, project manager at Argenta, about the importance of ceramic tile showroom renovation and the key aspects of the project. \u201cWhat you can\u2019t see, you can\u2019t sell.\u201d This quote from Pablo Alonso Nomdedeu sums up much of the philosophy behind the evolution of the Argenta Cer\u00e1mica showroom. A philosophy centred on creating [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":275242,"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-275457","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\/275457","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\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/comments?post=275457"}],"version-history":[{"count":2,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/posts\/275457\/revisions"}],"predecessor-version":[{"id":275460,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/posts\/275457\/revisions\/275460"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/media\/275242"}],"wp:attachment":[{"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/media?parent=275457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/categories?post=275457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/insca.com\/home\/en\/wp-json\/wp\/v2\/tags?post=275457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}