Abstract

We visited the 41st edition of CEVISAMA 2025 to observe the evolution-or rather, the decline-of what was once the world’s third most important ceramics fair. With only two pavilions dedicated to ceramics and low attendance, the event appears to be increasingly in retreat. Many big brands have now abandoned the fair, preferring extended open houses at their own venues. Is the traditional trade fair model really on the wane?

CHAPTER ZERO

Notice to mariners

Here is our report on CEVISAMA 2025, an informal narrative that the UFO.ADV staff devotes each year to the industry’s major trade fairs. Since 2017 we have been taking a close look at the evolution of ceramics, collecting “rustic” images, impressions and insider chatter.

Why we do it. Because our agency grew up on bread and tiles, and we believe that to best tell the story of this industry, it is essential to study how the product is displayed and communicated. Apparently, people like our reporting (or so we’re told!) and every year we’re asked for a new edition.

Technical note: to see the photos in full size, just click on them! Then you can scroll through the chapter gallery.

Three caveats then off we go.

One: The tone is ironic and light and we make no claim to be comprehensive.
Two: We try to be neutral; if anyone is offended or penalized, we apologize in advance, as well as for any inaccuracies.
Three: Many thanks to those who welcomed us, told stories, bought us drinks and put up with us.

We went to visit the 41st edition of CEVISAMA, held in Valencia February 24-28, 2025. After two years, we were curious to check the evolution-or rather the downward parabola-of what used to be the third most important fair in the world ceramic industry.

We found ourselves visiting “level 1” with only two pavilions dedicated to ceramics. A half-day chit-chat included allows us to observe everything; the impact is certainly not that of a major international fair.

It is clear that Cevisama is in retreat, and that the descent is sliding dangerously toward the break even point of implosion. The official website flags 70,000 visitors, but in fact the comparison with Cersaie (95,000 visitors in 2024) is pitiless and immeasurable. In 2025 the exhibitors are practically all European, Indian companies are completely missing, and some have arranged themselves in hotels adjoining the fair.

IF YOU LEAVE ME DOESN’T COUNT

For some time now, the Spanish fairgrounds have been abandoned by the big names, each year growing the number of companies that defect by hosting clients at their headquarters, to embark on ambitious open houses that extend well beyond the “holy week” approaching the entire month. The stated idea is that the trade show model is long gone, better to invest in usable exhibitions all year round and not just 3-4 days.

GRASS OF MY HOUSE

Thinking at home, it is not difficult to interpret the anorexia of the Valencian pavilions as a Cassandrian “prophecy” about our Cersaie, also snubbed by some big-bigs, who if they increase further risk triggering a big-babol here too. Oh yes because if the fair empties out it can go from a win-win (I take advantage of the fair but I don’t go and play at home) to a loose-loose (the fair goes poof, the music is over and friends leave).

VOX POPULI

In this regard we pick up from the web (economiadigital.es) an interesting opinion from the Point.P chain (France’s 1st distributor of ceramics, 800 outlets) that asks the Castellón ceramics sector to return to Cevisama: “Cevisama is a place where we try to give new life. We come here to gather ideas and to be closer to the producers. We strongly disagree with producers who do not participate in Cevisama. If Cevisama disappears, we will not come anymore.” It seems that by choice Point.P buyers go to exhibiting companies and do not visit the showrooms of companies whose customers they are not. In summary, retailers are annoyed at losing the chance for a market overview in 1-2 days of the fair; a similar reconnaissance in showrooms alone would take one or two of months (and 10-15 extra kilograms on the scales by dint of canapés).

MAD IN ITALY.

Almost all the (few) Italian companies that are regulars at Cevisama are stamping their cards. Where we happened to exchange a few words, we did not detect a particular discontent: the fair although in small-edition still appeared crowded and the booths were often full. Certainly the fair spaces are now much reduced and completely changed from a few years ago.

TRINCEA IBERICA

Below is a photo-panorama of some Spanish companies that for one reason or another have impressed us, in strict alphabetical order.

APARICI

Display of products that are at times bold and distinctive. Good workmanship even if some of the juxtapositions are a bit bold, in any case expressing a certain personality.

APEGRUPO

Scenic (and a bit nightclub-like) is the red booth tunnel and display connected to this theme.

EXAGRES

A specialized brand offering a technical range with interesting solutions, it exploits extrudate to create floating floor compositions in which the attachment remains hidden.

The mode of presentation is also interesting.

HARMONY

This company always remains one of those that stand out and are preferred.

Of particular note is the IN&OUT by MUT project, which through two distinct shapes allows for a multiplicity of combinations. Also interesting is the brand new JUNIOR SIGNATURE presented, however, with only a few pieces.

MONOPOLE

Several ceramic projects tastefully displayed with successful juxtapositions. Significant and impactful is the Avant Collection project that is distinguished by its use of hexagonal shapes, which are derived from Muslim architecture, particularly the Mudejar style developed between the 12th and 16th centuries (we read on the website). Monopole has patented some of the shapes used in this collection.

NATUCER

Natucer’s “Cuore” (in Italian) project is a collection that uses extrusion technology to create 3D textures, tones and volumes, iridescent effects, reactive glazes, micro-craquelé and metallic finishes that offer distinctive visual and tactile experiences.

Also of interest are moodboards by color created to showcase the product.

PERONDA 

Definitely an original booth structure with metal cages filled with pebbles.

As in other editions, the highlight of the booth is the Vintage section, created in collaboration with designer Francisco Segarra that showcases an authentic expression of retro style and timeless elegance linked to the ceramic tradition.

STN

Great space for the Xlim project with 6 mm slabs with fine and well-done graphics (good to understand the depth of the graphics). Understated and tasteful presentation. Corporate ethical poster (found in several companies) on display at the entrance.

UNDEFASA

Stand characterized by an exterior structure made of a corten-brown veil with a see-through effect. Products displayed in a technical way, with an interesting color project on the terracotta-cement.

VIVES

Refinement and good taste. Impactful is the maxi-hexagon. Prevalence of greige tones in different shades.

Hoping that our review of a somewhat felted fair has granted some interesting insights, we 100% confirm that the city is as lovely as ever: it is a delight to wander around the very clean downtown streets in the spring weather.

Closing the Spain chapter, Coverings is just around the corner here. For those of you who will be there, see you in Orlando where we will be present among the pavilions with curiosity and a bit of concern for the somewhat ominous warnings we read about every day in the newspapers… stay tuned.

THE END

Thank you for getting this far (without scrolling). As you may know, our trade show report is a pure enthusiasm activity, our way of saying thank you to Mama Tile. But our real job at UFO.ADV is to create images and communication tools for the ceramic and furniture industry. If you don’t know us yet, take a look at our website and find out how we can help you enhance your products.

We just had our fill of ideas and inspiration-this is the perfect time to brainstorm new projects and build effective communication strategies together.

Let us hear from you, it will be a pleasure to work together!