Petracer's New Cult
Here I am once again, writing the editorial for PAPILLE's
latest issue. On this occasion, my task is even more
important as this year's news is set to change Petracer's
future quite radically.
Since 1997, I have been pouring all my efforts and energy
into Petracer's. Thanks to my commitment and that of all
my collaborators, and with a bit of luck, this venture has
become very successful. Yet, achieving these exciting and
unexpected results required a change of perspective and
the search for new collaborations to be involved in our
Last April I met Graziano Verdi, one of the most valid Italian
managers and, for sure, the most capable entrepreneur in
the ceramics industry - those amongst our readers who
still don't know who he is will be amazed by what they
read about him in this issue's articles - who was appointed
as Petracer's CEO in last April 15th, 2013. Thanks to him,
we were able to turn yet another dream into reality: today
Petracer's, undisputed leader in the luxury ceramics
segment, has become part of Koramic Chemicals &
Ceramics, headed by Graziano Verdi himself. The Koramic
group is headed by Mr Christian Dumolin, one of Europe's
most talented and successful businessmen. With nearly
500 million Euro in liquid assets, the group has a
consolidated turnover of over 1 billion Euros. I believe that
this, better than anything else, demonstrates the soundness
of the Petracer's venture, which only fifteen years ago was
seen as an isolated and nearly insane project in the context
of the ceramics market. With Mr Verdi's support, Petracer's
will achieve even more ambitious and prestigious goals,
while I will be able to dedicate myself entirely to what I
love the most: creativity, research and development of new
products, not just in the ceramics market.
This multi-faceted research process started a couple of
years ago, when we decided to add our signature to our
collections in order to emphasise the authenticity of our
products: ceramic tiles that can transform the style and
allure of their surroundings, adding a touch of subtleness
All Petracer's collections, however different, share the
same theme and goal: restoring ceramic's most authentic
and authoritative role - decoration.
This unique vision is reflected in this issue's graphic style,
suggesting a visual continuity between the various
collections, as if they were all installed in the same
environment. The same concept is at the heart of this
year's great innovations, projects that until recently had
been set aside to make room for other things: the coming
together of interior design and antiques.
In line with Petracer's style principles, Petracer's Lifestyle
develops an interior design style based on extraordinary
items, which are created to articulate the notion of beauty
outside the context of ceramics.
Petracer's Antique, on the other hand, was created as a
way of pouring new life into beautiful antiques,
reinterpreting unique items with a contemporary "touch"
and with the specific requirements of the customer in
mind. Carefully designed, bespoke items that I believe will
be appreciated even by the most demanding experts.
Finally, I am particularly proud of Carisma Italiano's
decorative plasticity and the luxurious cheerfulness of
Primavera Romana, Petracer's Ceramics new collections.
These important new additions to our range of products
are all born out of our usual love for style. This issue of
Papille aims to offer an overall perspective of Petracer's
and to show the result of a creative - rather than
mathematical - sum, which should prompt our readers to
find out more about us.