Who, except connoisseurs of Latin and Italian, before the appearance of the company on the market twenty years ago, could at least intuitively guess that the meaning of the word lamina is a thin sheet of metal, wood, marble? Becoming a synonym for one's own product, pushing other manufacturers, is both simple and difficult at the same time. How to do it - tells Oleg Yan, head of the official Laminam representative office in Ukraine.
Oleg Yan, head of the Laminam representative office in Ukraine
PRAGMATIKA.MEDIA: How and when was the company founded? What was the revolutionary nature of the original idea?
Oleg Yan: The System group, which includes Laminam, has more than forty years of experience in know-how development and has always been known for its innovativeness in production technologies, processes, products and logistics used in the ceramic industry. The Laminam company was founded in 2001 as a result of the development of the idea of Franko Stefana, its president and innovator of the ceramic industry. A number of actions and decisions led to the invention of a new product and the creation of technologies necessary for its production. It all started with a patent protecting the technology of manufacturing large ceramic plates measuring 3000 x 1000 cm, with a minimum thickness of 3-5 mm, which gave a new impetus to the entire industry.
The first Laminam factory was established in the city of Fiorano-Modenese in Northern Italy. Why exactly in this region? Because for more than 200 years there were many clay quarries there. These quarries are no longer there, but the majority of factories in Italy's ceramic industry are concentrated in the "Modena, Sassuolo and Fiorano-Modenese" zone.
Gongpyong Office Plaza, Seoul, South Korea. Laminam plates, 3000 x 1000 mm, thickness 3 mm, are used in the facade cladding
PM: Could such thin and large-format porcelain stoneware as Laminam appear earlier?
O. Ya.: Previously, before the invention in the laboratory of the System group, such a technology was impossible. In addition to the format and minimal thickness of the plate, we also managed to overcome one of the main problems of porcelain stoneware, which was that it did not stand up to comparisons with natural marble due to technological limitations that did not allow us to qualitatively simulate the texture of the stone. Thanks to the development of technologies, today we paint the structure and create products identical in their decor to natural marble or granite. And this is a huge and very important step forward, because many quarries, as well as most of the planet's resources, are exhausted. For example, there is not much of the famous Calacatta marble left in nature, and at the current mining rate, it will be enough for the next 10-15 years at most. Designers with whom we cooperate create collections with decors of stones that are limited in nature. Given the high quality of reproduction, this gives consumers a unique opportunity to admire things that, in fact, are no longer available in nature.
Laminam office, Fiorano-Modenese, Italy
PM: Today, many people, when they say "laminate", mean the material itself - thin large-format porcelain stoneware, and not the brand name. How and why, in your opinion, did this transformation of a proper name into a noun?
O. Ya.: The transformation is due to the fact that we invented this technology and were the first in the world to introduce large-format ceramic granite to the market - 3000 x 1000 cm, 3000 x 1200 cm, 3240 x 1620 cm. For twenty years, we independently developed the market and showed it to the whole world what is this product Initially, it was launched as a floor and wall covering. We had no idea that we had actually invented a constructor for architects, from which you can make a coffee table, a reception desk, a kitchen table, doors, planters, and many other things. An architect or designer who implements a project can use this material almost everywhere. In contrast to traditional porcelain stoneware, which does not give such freedom of action. Therefore, today Laminam is known in the same way as Xerox or Jacuzzi in its time. It is certainly very pleasant to watch. But the main goal of our company is to inculcate in the Ukrainian market the culture of using large-format plates, which we promote and implement in every possible way.
In production
PM: How does the global course on sustainability manifest itself in the Laminam company?
O. Ya.: We pay a lot of attention to the topic of sustainable development. Laminam invests millions of euros in this direction. Our material is recyclable, and we are one of the few companies in the world that has BREEAM and LEED green building certificates. The builder gets 4 points if he uses our material. One of the projects we are currently conducting is being built according to the BREEAM system. I cannot fail to mention that this year we received another certification - the American NSF (Solid Surfacing for Food Zone), which confirms that our countertops can be used in direct contact with food, as well as in medicine.
Fragment of a kitchen sink made of Pietra Piasentina Grigio porcelain stoneware from the In-Side collection
PM: What are the advantages of Laminam slabs over other manufacturers and natural stone?
O. Ya.: We are chosen because we make slabs, the format of which is far superior to natural marble. For comparison: a slab of natural marble is 2400 x 1200 cm, and Laminam ceramic granite is 3240 x 1620 cm. Another advantage of ours is specialized formats for the project. If, for example, the height of the ceiling is 2850 cm, we can make the slab exactly to size, without any seams.
It all started with a patent protecting the technology of manufacturing large ceramic plates 3000 x 1000 mm, with a minimum thickness of 3–5 mm, which gave a new impetus to the entire industry
In addition, we are the only company in the world today that has such a wide assortment - more than 190 decorations. Any other factory that opened after us makes 20 decorations, no more. This became possible thanks to the fact that we initially chose the specialization — large format — and work only in it.
PM: Technologies do not stand still. What other new developments have you implemented?
O. Ya.: We made another revolution in the production of porcelain stoneware two years ago, when we created a product completely colored in mass. Previously, the white mass was painted by the method of rotary printing, then digital painting appeared, but both technologies create decor only on the surface of the material. Many marblers saw this as the main disadvantage of our product compared to natural stone, which is noticeable if you use slabs for table tops and furniture, where the side cut is visible. We went further and now we have an IN-SIDE collection with a mass texture pattern. When we first presented this product at the exhibition, many specialists could not distinguish it from natural marble. This collection is more expensive to produce and currently exists in 9 decors — imitations of natural stone (Belgian, Spanish granite, etc.). It is gradually conquering the market, especially the segment of kitchen countertops and furniture.
A fragment of the plate exhibition at the Laminam factory in Borgotaro, Italy
Each new technology that the System group invents is tested at the Laminam plant for the first two years, launched on the market, rolled out, and only then the technology is sold to competitors, and Laminam turns out to be several steps ahead. This approach has not only advantages, but also its own difficulties. When we first started in 2001, the first five years were not easy for us. It was necessary to introduce the market to the new product, to show it to the architects, to make them believe in it. But now, looking back, we see that we succeeded - many iconic objects in the world were made with our material.
PM: What properties do Laminam ceramic plates have?
O. Ya.: The properties of this material are identical to the properties of porcelain stoneware, while our know-how allows us to make a slab of large format and thin at the same time: wall slabs are 3 mm thick, floor slabs are 5 mm thick. Plates intended for kitchen countertops, making tables and other products have a thickness of 12 or 20 mm. All well-known companies such as Poliform, Rimadesio, Oikos, Calligaris and many others use Laminam plates as ceramic surfaces in their products. Therefore, you often meet us not only as a floor or facade material, but also in furniture elements in expensive interiors.
Tabletop Bianco Statuario Venato Soft Touch from the I Naturali collection
PM: How did Laminam manage to ensure the strength of the plates with the minimum thickness?
O. Ya.: The strength of the material is achieved by pressing (with our patented presses) and directly by firing. This material is fired at a temperature of 1200° C. Thanks to this, it acquires such characteristics as anti-vandalism and resistance to UV rays, for which, in particular, we give a lifetime guarantee, since this material does not burn out in sunlight. Another feature that is especially appreciated by designers, architects and builders is that our material is completely non-combustible.
We had no idea that we had actually invented a constructor for architects, from which you can make a coffee table, a reception desk, a kitchen table, doors, planters, and many other things
In addition to all of the above, I will say that today we are the only company in the world that has a certificate for gluing glass mesh on the back side of the plate, which ensures its safety. If the slab is used on the facade, we guarantee that this slab will not fall on passers-by or cars as a result of any vandalism. If the plate is broken, even small parts will remain on the glass mesh, and after dismantling the plate can be replaced with a new one.
PM: Do you collaborate with companies from any neighboring regions?
O. Ya.: We have a closed project association where we cooperate with such companies as Mapei, Sika (glue manufacturers), Bark Systems, Glasso and many other companies that are engaged in the installation of ventilated facades, or are manufacturers of accompanying materials or other subsystems. We have been creating this association for five years. Its participants are companies that are not only engaged in sales, but also provide services during and after the realization of the object. As it turned out, there are few such companies in Ukraine. We cooperate, as a rule, with large representative offices in Ukraine, because we manage very large objects and we understand that the company must bear financial responsibility and be able to compensate the customer for losses if they arose due to its fault. We are primarily interested in creating a certain culture of consumption of this material, and we are systematically building the structure of the service.
Synua door from OIKOS in a private house, Cheshire, UK. Coating — Statuario Altissimo from the I Naturali collection, 3240 x 1620 mm, Laminam
PM: Tell us about Laminam Ukraine. How long has representation existed, what is its special feature?
O. Ya.: I have been working in the field of ceramics since 1999. Life so happened that at that time I ended up in Italy, with a historic family of tile manufacturers. I have been in Ukraine for the last six years and I have been doing Laminam here. My role is the head of the official representative office of the Laminam company in Ukraine. Studying the local market, I was struck by the fact that everything is sold, but no one is engaged in service work. Therefore, during the first few years, we were mainly engaged not in sales, but in setting up the service and creating a structure.
The kitchen is from Euromobil, designed by Roberto Gobbo. Used Pietra Piasentina Taupe porcelain stoneware from the In-Side collection, 3240 × 1620 mm and 3000 × 1000 mm, Laminam
Today, we have grown to the point that we have our own salons in Kyiv, Odessa and Dnipro, and in Lviv - a large exhibition hall with a warehouse of materials (in partnership with the company "Divide"). 90% of our assortment is presented in the showroom in Kyiv. Now we are busy expanding it by 150 square meters. m of exhibition space, and then a full range of our materials will be presented in Kyiv, which architects, designers and developers will be able to see live in a format of 3000 x 1000 cm. This year, we plan to open a Laminam salon in Kharkov, and then all cities with millionaires will be covered by us . In smaller cities, we will be represented in the format of a dealership, but on the condition that the work will be conducted only with our material.
Today, in Kiev, in addition to the salon, there is a separate office where our designers work, and a warehouse of the best-selling items. We have also trained technical specialists who go to the objects and give consultations, we carry out the chief installation at our own expense, we organize and pay for trips to Italy, where we train our clients, if necessary.
We made another revolution in the production of porcelain stoneware two years ago, when we created a product completely painted in mass - the In-Side collection
The work carried out and significant investments already give good results and provide a competitive advantage over other manufacturers. With all our actions, we try to create a certain business logic in Ukraine, bring European values and instill a culture of work and service. Not everything works out yet, but we are moving in this direction.
The result of our work speaks for itself: such premium projects as the Taryan Towers and Signature residential complexes in Kyiv are implemented with our materials. All because we are interested in more than just sales. We want architects and developers to get to know our material better and explore its possibilities. To do this, we regularly hold seminars in our showroom, as we believe that it is important for design specialists to know the material part and think about the implementation of the project, not just about a beautiful sketch. Today, analogues of large-format plates, but thickened, are presented on the market. They try to use them on facades and face the problem of installation. Our 3000 x 1000 cm slab with a thickness of 3 mm weighs about 35–40 kg, while our competitors weigh 70–90 kg. Work on the construction site, the installation of slabs with all this is very complicated, and it is important for architects to know about this in advance.
A fragment of the interior of Copper Shell House Moscow. Moro porcelain stoneware from the Oxide collection was used in the wall decoration
PM: What opportunities does the presence of the Laminam representative office in Ukraine open for our architects and developers?
O. Ya.: First of all, this is informational support. The task of the architect and designer is to create a unique, interesting project. Moreover, viewership among Ukrainians has grown significantly, and there is a need for such projects. Why did we create a whole structure instead of just selling like other companies do? The fact is that Ukraine lags behind Europe by 3-5 years in the implementation of various construction technologies and trends, and our task is to level this lag. We try to deliver new information to our architects as quickly as possible, so that they are always in trend: new textures, new colors have appeared, and we immediately notify the market about this. An architect or designer needs construction assistance - we provide it. Today, we have 5 designers in our staff who work with architects-designers. We remove this "pain" from them, helping to implement projects.
Examples of using plates from the I Naturali collection in furniture. Design by JMW Architekci for Loft Urban
Secondly, why did we open salons in all millionaires? Because the material must be shown to the customer, it must be touched. It often happens that the architect wants to design from interesting, innovative materials, but the customer is against it. We provide service and technical support, which includes a demonstration of the material on site so that the customer can see how our slab will look on his facade. We hold 50% of the presentations in our salon and 50% on the road. When entering the object, we offer to make a free mockup - a sample of the facade or kitchen, so that the developer or architect can compare with the stone sample and make a decision.
An architect and designer must understand not only the aesthetics of the material, but also know how to make nodal connections, how to connect our slab with the parquet, what formats there are, how the material is cut, how calculations are made. Often, when it comes to implementation, it turns out that the waste part of the material exceeds 30–40%. The architect must also think about the customer's money, make clear calculations. Our office provides assistance in this.
All well-known companies such as Poliform, Rimadesio, Oikos, Calligaris and many others use Laminam plates as ceramic surfaces in their products
We have an extensive warehouse program, which we plan to expand in the near future.
PM: How does your representative office work with architects? Does the scale of the project and the volume of the order matter to you in order to take it to work?
O. Ya.: We work only directly with architects, designers and developers or builders. We do not work with private clients - our dealers do this. We conduct only large projects that start with the architect, then we move on to the builder or developer and realize the object together.
Galileo table, Friulsedie. The countertop is made of Pietra Gray porcelain stoneware, I Naturali collection
Today, we have a pool of clients, such as KAN Development, Avalon Development, "Intergal-Bud" and many other developers, with whom we already have clear and established relationships. The developer may have 20 thousand today. sq. m, and tomorrow - the realization of a hall of 200 square meters. m. And if this is a client that we understand, then it does not matter with what volume to work with - 200 or 20 thousand. sq. m. If a client not from this pool or a private individual comes to us and wants to order 100 sq. m. m, then we forward it to the dealer and do not work with it ourselves.
Hotel Nodo in Santiago, Chile. Design: Stain-Suazo Architects. Ventilated facade using plates of different shades from the Legno Venezia collection, 3000 x 1000 mm, Laminam. Photo: Christian Klotz
PM: On what principles are collections formed?
O. Ya.: Unlike other manufacturers of porcelain stoneware, our collections are developed by Italian and British designers who are guided by current trends in design and architecture. This approach has its own logic: ceramics as a floor and wall covering are interconnected with lighting, furniture and other elements of interior design and must correspond to them. We do not make any drastic moves in the development of decors, because today Laminam is in great demand on a global scale (+110% this year), and we must be absolutely sure that the collections will be sold.
Unlike other manufacturers of porcelain stoneware, our collections are developed by Italian and British designers who are guided by current trends in design and architecture
We also have a special department that develops individual decorations for the project, if the order exceeds 2,5 thousand. sq. m, as it was, for example, with Taryan Towers residential complex. This is not the first project that we implement in this way. Previously, there were individual orders for Kandinsky Odessa Residence and Bartolomeo Resort Town in Dnipro.
The facade of one of the two Axis Towers in Tbilisi is faced with Bianco Statuario Venato porcelain stoneware from the I Naturali collection, Laminam
PM: Is a similar service popular in Europe?
O. Ya.: To a lesser extent, this is also due to the number of similar objects there. Why are the CIS markets interesting for Laminam and many other plants today? Because there is a lot to rebuild and build in a new way in Ukraine. In Italy or Spain, it is often not about facades, but about internal reconstruction and interior solutions. New construction is actively underway here, and any building is tens of thousands of square meters. But at the same time, quite a lot of Laminam with a thickness of 12 mm is sold in Europe, since our material covers about 60% of the European market for kitchen countertops.
A fragment of the interior of the main office of ERC Ukraine, Kyiv
PM: What terms of delivery of material for a large object do you offer?
O. Ya.: Previously, we gave standard terms of about 2 months for an object requiring an average of 10. sq. m. Today, due to the fact that the global demand for materials has grown, we give 3 to 4 months. This year, a decision was made to increase production capacity: two more lines will appear at the Borgotaro plant, where we produce 12 mm and 20 mm products, and one more for thin material at the Fiorano-Modenese plant. Thanks to additional lines, we will be able to shorten the terms of production and delivery of material to Ukraine.
Residential complex Taryan Towers, Kyiv. Designing public spaces with Laminam ceramic granite
PM: What trends in the field of porcelain stoneware can be distinguished based on the results of the profile exhibition in Bologna? What collections did you present at Cersaie 2021?
O. Ya.: All factories presented 2-3 collections this year, instead of 5 or more, as usual. This is due, firstly, to the pandemic, and secondly, to the high demand for materials at all factories and, accordingly, not to new products now. But the trend was quite interesting — almost all manufacturers made an imitation of green marble. This is connected, as it seems to me, with the fact that all quarries for this natural stone are exhausted. Also, many presented imitations of other natural materials — black marble, wood, etc. Although, in my opinion, in ceramics, it is necessary to do the opposite — to create some metallic decorations, that is, something that cannot be borrowed from nature.
One of the first bright projects that we implemented in Ukraine was the Bartolomeo Resort Town residential complex in Dnipro. Its significance for us is that it was the first project in Eastern Europe implemented with a format of 3240 x 1620 mm on the facade
This year, we presented the green marble VERDE ALPI, the collection for black marble with white veins, which was called SAHARA NOIR, and the Noce color in imitation of wood, we added additional formats to the old collections - different thicknesses. The stand turned out to be quite original.
View of Bartolomeo Resort Town residential complex, Dnipro
PM: Tell us about the most significant architectural projects in which your company took part.
O. Ya.: One of the first bright projects that we implemented in Ukraine was the Bartolomeo Resort Town residential complex in Dnipro. Its significance for us is that it was the first project in Eastern Europe implemented with a format of 3240 x 1620 mm on the facade. Last year, we did the reconstruction of the "Spartak" stadium in Lviv, where we also used this format. Of course, I am proud of our work at the Taryan Towers residential complex — it is a very ambitious project that has already been awarded several international awards. Reconstruction of the House of Trade Unions in Kyiv inside and out is also an important project for us.
Oleg Yan, head of the Laminam representative office in Ukraine
An interesting object in Odessa — the funicular near the Potemkin Stairs — is also completely realized with our materials. And, of course, if we talk about small but iconic objects for us, this is the "Wings of Victory" stele on April 10 Square, dedicated to the liberation of Odessa from the Nazi invaders. While doing the reconstruction, we met the architect who designed this monument forty years ago. There we also used our XL format — 3240 x 1620 mm. Now we are making the Metropole residential complex — a rather interesting object located in the center of Kyiv. And of course, the Signature residential complex is one of the two most significant residential complexes for us, along with Taryan Towers.
Interviewed by Kateryna Oshemkova
Photo (portraits): Maksym Drobynenko
