At Coverings, branding doesn’t just happen — it unfolds with intention. It’s where leading ceramic brands reveal the creative and strategic decisions shaping how they show up in the world. With VXLAB’s trend radar finely tuned, we walked the show floor, engaging with the minds behind some of the most forward-thinking marketing strategies in the global ceramics industry. 

What we observed? A shift. The market is evolving, users are becoming more discerning, and the most compelling brands are those that choose to speak from the edges — with honesty, clarity, and a unique sense of purpose. 

At VXLAB, we stay close to the pulse of change. Here are the 4 key branding trends we decoded on the show floor. 

Self-help books have said it for years: being authentic makes you irresistible. In branding, knowing exactly who you are and what you want to express isn’t just self-awareness — it’s a bold move that creates instant magnetic pull. 

Authenticity speaks to the deepest emotional layers of an audience. It’s not just communication — it’s a subtle love affair. 

Why is authenticity so powerful? Because markets overwhelm us. And let’s be honest, sometimes they bore us too. An authentic brand cuts through the noise and whispers: “There’s still a world out there to discover.” 

Two brands that embodied this mindset at Coverings were Spain’s WOW and Italy’s 41zero42. 

From bold brand statements to curated product design, from staging to materials to merchandising — every detail is crafted with intention. These brands don’t try to please everyone; they focus on being the one and only. 

We’ve all heard it a thousand times in the world of architecture and interior design: organic shapes, natural inspiration, and similar buzzwords. 

These terms have been used so extensively that they’ve started to lose their meaning—empty phrases that no longer resonate. But now, we’re witnessing a shift. At VXLAB, we’ve named this new movement Hyper-Nature: a design approach that takes nature to the extreme and fuses it with high-end creativity. 

And this brings us back to the core issue: using overused concepts risks becoming noise in our audience’s mind. But taking a familiar idea and pushing it to the edge? That can be explosive in terms of brand awareness. 

If we’re going to draw inspiration from nature, we need to truly do something with it—build a concept, craft a narrative, create a connection that borders on the artistic or even the poetic. Otherwise, it’s better left unsaid. 

We saw this trend brilliantly executed at Coverings in the now-famous triangular tunnel by Venux—an installation inspired by glaciers. It became the perfect setting to showcase a highly reflective product, evoking even the sensation of cold as you walked through it. A tunnel so photogenic it spread like wildfire on social media. 

It was the perfect formula: design, concept, narrative, and product—united seamlessly. 

“Transforming spaces” is perhaps the most repeated mantra in architectural history. But when we see it brought to life—literally—at a trade show, it becomes something truly captivating. 

And there’s nothing more powerful for branding than transporting the visitor to an entirely different world—disconnecting them from reality and immersing them fully in a unique brand experience. 

Stonepeak accomplished this masterfully at Coverings. They designed an Italian café that pulled you entirely out of the business context and placed you inside a dolce vita moment you didn’t want to leave. 

In another corner, they created a capsule that merged lighting technology with their product—where you could literally turn on the moon. 

Once again, we saw highly photogenic spaces and unforgettable experiences that made the brand the talk of the show. Everyone was asking: “Have you been to see Stonepeak yet? You simply had to go.” 

Purpose is often perceived as that grand statement that promises to change the world. But a meaningful brand purpose doesn’t always need to be revolutionary: simple, honest intentions have the power to touch the everyday, the ordinary—the things that, in the end, connect us all. 

At Coverings, we saw a brilliant example of purpose done right: “Feels like home” from Portobello America was the campaign that delivered a clear, profound, and sincere message—stripped of gimmicks or glitter. 

Their stand concept blended product design with architectural thinking in a seamless way. The applications of their materials multiplied—becoming art, becoming furniture, becoming warm, welcoming spaces. 

Their collections weren’t inspired by lofty, abstract ideas, but by the beauty of good cooking or the stillness of a book at dusk. —a branding approach rooted in life’s simple pleasures, in calm, in craftsmanship, and in quiet beauty. 

At VXLAB, we lead brands toward strategic growth in the architecture and interior design industry. Through in-depth market analysis and trend forecasting, we define clear, actionable paths to strengthen positioning and drive long-term impact. Our proprietary Discovery Journey has empowered dozens of companies to gain a competitive edge and elevate their presence in the market. 

Discover how the Discovery Journey can transform your brand.