A strong aesthetic and a respected designer name combine to position these distinctive collections of tiles above a crowded market full of products all competing for our attention. “The sheer volume of tiles, mosaic and stone available can be daunting for even the most accomplished interior designer,” adds Jules Archard. “The great advantage of a designer collection, is that it gives you a desirable aesthetic that can stand alone. Even if you just pick one colour and use it on one wall in the room, you will achieve a beautiful result, you can’t go wrong. “
Working with a big-name designer may mean a big investment in terms of budget and resources but it can be worthwhile for manufacturers looking to catch the eye of consumers and consolidate their reputation and position in the marketplace. “Consumers are more design conscious now so are often aware of big-name designers,” Jules Archard continues. “In the past, cachet in the home could be created by sourcing a rare marble, or using mosaic finished in a precious metal like platinum. But today you can add value and desirability by stating that the tiles for example are by Patricia Urquiola, in the same way that developers promote taps by Philippe Starck.”