Atlas Concorde: an international benchmark in the Made in Italy ceramic tile sector, narrated by its marketing manager Fabrizio Storchi.

In almost fifty years of business, Atlas Concorde has played a leading role in the ceramic tile sector, winning over an ever increasing public and establishing itself as a reference point for all interior decoration lovers. What is the secret to this success?
The factor that has definitely contributed most to the brand’s identity and its expansion in international markets has been the successful combination of creativity and technological research. It’s a mix that has always been in the company’s genes, one that has generated a truly unique and recognisable style, capable of transforming the image of ceramics to reveal its surprising expressive potential and unprecedented fields of application. We have converted the resistance and reliability of porcelain stoneware into a refined aesthetic device by taking inspiration from woods, marbles, stone, fabrics and concretes, to be used in all kinds of environments: residential or public, indoors and outdoors, all coming in a vast range of formats, colours, finishes and sophisticated enamelled coatings and including tailor-made solutions for more demanding clients.

Atlas Concorde Intervista Fabrizio Storchipinterest
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Atlas Concorde, based in Fiorano Modenese, is the heart of research into product design, enabling the brand to make a name for itself all over the world

What are the most recent company developments? What are the main product novelties that have met with success?
After the creation of the Atlas Concorde Russia brand, with an extensive collection of porcelain stoneware floor and wall tiles designed specially for the Russian market, we have reinforced our presence in North America with the introduction of the Atlas Concorde USA brand. The launch of an “American” brand of products will consolidate the company’s presence in the USA, with new products dedicated to this market, ensuring logistic proximity and a stable manufacturing and commercial presence at the same time. The collections designed for the local market are produced directly in the Tennessee production unit.
Among Atlas Concorde’s novelty products, the 3D WALL DESIGN project met with great interest: it consists of three-dimensional ceramic wall tiles with elegant multi-faceting and design reliefs. The range was recently expanded with the introduction of new textures drawing on geometric patterns, sinuous motifs, multi-faceted patterns or elegant undulations.
We have also received very positive feedback about the launch of the XL 120x240 tile format, particularly for marble-effect surfaces, offering a selection of top of the range finishings with a strong, exclusive identity, available in large format for a striking impact in interior and exterior design projects.

Atlas Concorde is one of the companies that represent Italian excellence abroad. What does that mean to you? What are the responsibilities of such a role?
The Concorde Group has always been committed to the enhancement and defence of Made in Italy, a title often used improperly, and which today should take account of a group of different aspects linked to contemporary trends: not just tradition, quality, style and design, but also industrial soundness, social responsibility, enhancement of human resources and respect for the environment.

Atlas Concorde Intervista Fabrizio Storchipinterest
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Communication for Atlas Concorde also includes hospitality: Villa Casino Vicini, an eighteenth century residence set in the countryside, is devoted to italian and international guests

Atlas Concorde dedicates considerable resources to quality communication. What devices are most suited to conveying your varied range of products?
Communication is a basic aspect of our company strategy and moves on different fronts which range from catalogues, to multimedia, to digital platforms. Visual narration is fundamental and involves high impact images and details, while the verbal part is entrusted to the clear and immediate description of the various products with particular reference to the decorative and application potential of each one. We firmly believe in the quality of the image: our goal is to transfer live experience of our floors and walls into catalogues and videos. We think it is the best way to present our collections, and the one and a half million views on our YouTube channel, rich in real contexts and settings, confirms that we are on the right path.

How do your collections come about? What is your relationship with designers and architects?
All Atlas Concorde products come from the synergy between our research laboratories and our marketing office, both ready to tap into and meet the demands of an ever changing market. It is a completely in-house process which brings together advanced technologies and aesthetic experiments with extremely high quality production standards. But we also like to look beyond, embarking on stimulating alliances with external architects whose work shows a sensibility similar to ours. One such case is the studio Simone Micheli Architectural Hero, successfully involved in the promotion and valorisation of Italian design on an international scale. We worked together on the Design Export Lab initiative, a Study Tour organised by the ICE to inform, orient and increase awareness among foreign architects and interior designers of Italian design culture and products.

www.atlasconcorde.com/en/