Paving the way

Modern design is constantly being challenged throughout the Middle East’s property landscape. Now, ceramic slab ventilated cladding, primarily used in bathroom design, can be found on building exteriors.

“Ceramic slab ventilated cladding is known for being used in building interiors. Over the years, ceramics has slowly evolved and is now being used in exteriors, into wall facade cladding”, says Leonard Fernandes, Technical Sales Manager for the ‘Tile and More’ division of Alshaya Trading.

Alshaya Group, founded in 1890, boasts an established presence in over 11 countries through various partnerships. The company prides itself on producing reliable, long-lasting, eco-friendly solutions without altering the aesthetics of a building.

Working in diverse, industry sectors with showrooms in Dubai, Qatar, Kuwait and the Kingdom of Saudi Arabia, the company opened its ‘Tiles and More’ division in 2005 with the aim of becoming the Middle East leader of the ceramic tile industry.

Alshaya now supplies its product to private companies and government agencies throughout the Middle East.

In cooperation with Italian-based companies Coopertiva Ceramica d’Imola and Aliva – a pioneering company behind the use of ceramic ventilated cladding as an authentic exterior building material, Alshaya boasts an energy-efficient, cost-effective alternative to aluminum, stone and glass cladding systems.With Aliva Façade Systems’ technical knowledge and extensive design skills, as well as Cooperativa Ceramica d’Imola’, 134-year history in the manufacturing and exporting of ceramic tiles of over 100 different designs to over 130 countries, it is difficult to believe that Fernandes is still in the process of convincing some Middle East buyers of the benefits of the product.

“It has been a long process to get here because people think of ceramics as being for interior use only. There is a preconceived idea that ceramics are bathroom tiles but ceramics is stronger than stone, it looks like granite and we can make it look like anything you want,” says Fernandes.

While some may have images of bathroom patterned tiles being placed on the outside of buildings, Fernandes insists this is not the case and often the end result is a ‘natural’ look.

“New technology and the advancements made in producing porcelain mean that you get a very random, unique and natural look,” reveals Fernandes.

The look and design of ceramic porcelain slabs are not the only important elements to this product. It appears to be beneficial to the environment, as the main ingredient of the slabs is made up of clay. Fernandes also insists the product is good for your pocket.

“There are gaps between every porcelain slab to let the hot air go out so the building has less strain on the air conditioning systems. We all know that 60% of electricity bills are the result of using air-conditioning, so if this 60% is reduced by having a cooling system within itself, you can imagine the savings,” he says.

The porcelain slabs are sustainable products made from 100% natural material.

Using carefully selected pure, raw materials the tiles are submitted to hydraulic presses and heat treatment which ensures fine, porcelain stoneware.Such ceramic cladding systems are also known for durability, low porosity, strength, impact resistance as well as its stain and water resistance benefits.

In the Middle East’s hot climate, Fernandes believes ceramics are the perfect material for building exteriors.

“Facade materials deteriorate because of the corrosive and saline environment. Ceramic tiles do not absorb any water so there is no effective saline, or chemicals on the material itself, so its life is long. In such a harsh climate, durable materials are needed to maintain façade materials and to prevent it from quickly deteriorating,” he stresses.

In a world of depleting resources where industry specialists are constantly being challenged to invent innovative ways to sustain growth while causing the least harmful effects to the environment, ceramic tiles as an exterior cladding could prove to be a formidable resource.

One of Alshaya’s current challenges is to tackle the misconceptions attributed to this material, a challenge Fernandes is willing to face head on.

‘I don’t think people have the knowledge yet. Every person who is trying to promote this needs to be a sales person, and it’s my job to convince every developer to see the benefits,’ he says.