Saloni is opening. A few weeks ago, in the latest edition of Casa Decor, he presented his signature Essence, a collection of advanced ceramics, in keeping with the new feeling of building sustainable and respectful habitats with special attention to light and natural surfaces. And now he is celebrating the inauguration of a flagship store in the heart of the Salamanca district that seeks to be a meeting place and inspiration for lovers of good design. It is like a house that shows in each room the possibilities of ceramic coverings that have already been awarded for their innovation.
“The store that we have designed in Madrid is more than a store, it is a meeting place, a space for inspiration and collaboration, with versatile furnishings, dynamic areas that can be easily varied... A space where our customers go to feel at home and where many interesting things are going to happen”, point out from the firm from Castellón.
The new Saloni flagship store on Madrid's golden mile occupies 900 square meters at number 55 Calle Serrano in Madrid, in the premises left by the Swedish giant Ikea. For the store design, Saloni has relied on Huuun, a specialist retail studio, creator of the concept of brand stores such as Singularu or Cottet.
For this establishment, Saloni has won the Rebuild 2023 award for interior design and user experience, which values "a new experiential, aspirational and digitized store model that responds to customer needs in the ceramic purchasing process" and recognizes the effort carried out by the brand in recent years to position itself in the market as a pioneer in offering customers a new experience at their points of sale.
And it is that more and more brands that previously did not bet on prime retail are making the leap to the street. As explained by Saloni, “the basic idea is to create a space that helps the customer discover the products they need, maximizing the experience in the store and minimizing current inconveniences in the purchase process. Agility and digitization are going to be two of the keys”. Therefore, spaces are sought that combine the physical with the digital, in an immersive experience in which functionality prevails above all.
Cerámica Saloni was founded in 1971 with the idea of providing consumers with the ceramic products they needed. And to achieve this, "we adapt to the needs of each client by offering personalized attention, we follow the latest market trends and constantly innovate to improve a little more every day", they explain from the firm. Since 2019 it is part of the British international group Victoria PLC, manufacturer and distributor of flooring products that designs, manufactures and distributes carpets, ceramic and porcelain tiles, bases, LVT (luxury vinyl tiles), artificial grass and flooring accessories. , aimed at the medium-high segment of the market.
In keeping with the idea of adapting to trends, the wall tile firm recreated in the latest edition of Casa Decor a dynamic, protective and inspiring habitat dedicated to people and their pets created by Héctor Ruiz Velázquez. It was a multilevel space without architectural barriers or separations with intelligent, functional, useful, recyclable, respectful and sustainable textile materials with the planet.
In the ceramic wall tiles of the Essence line, the protagonists are the earthy pigments, which evoke the most ancient construction traditions with an innovative and minimalist touch. Terracotta, beige, ivory and gray add to the classic white and blue spaces and tip the selective balance of tones for color combinations that are reminiscent of nature with handcrafted patterns that seek to provoke visual and tactile emotion.
