The 3,000sf Italian tile exhibit has a very important function at the Coverings trade show - it is the central point of reference for the 40,000sf Italian area of the trade show floor. It has a centrally located pop-up restaurant and cafe where the Pavilion's long-running Italian culinary team serves pasta and other authentic Italian refreshments every day at the booth. It also serves not only visitors that wish to find the latest and most up-to-date publications of the industry at the information desk, but also the exhibitors who can take advantage of the personnel of Confindustria Ceramica in order to receive clarification on events taking place at the show or for assistance resolving any organizational problems they may be having. Ceramics of Italy has always relied on outstanding architectural talent to highlight their products. Beginning in 1991, exhibit architects have included.

• Arquitectonica
• Stainley Togermann—McCurry
• Aldo Rossi
• James Wines - SITE Architecture
• Kreos
• Enea Nannini
• Mauk Design
• Bernard Tschumi
• Michael P. Johnson Design Studio

Coverings is the most important trade show for ceramic tile and stone in North America. In 2011, Coverings registered around 1000 exhibitors from all over the world and attracted approximately 20,000 visitors. This year, Coverings will be held in Orlando, Florida, at the Orange County Convention Center. The total square footage that the show will use is 800,000sf gross. It is an important event for the Italian tile manufacturers. The Italian Pavilion occupies an area of 40,000sf. It is the largest pavilion out of all the associations represented at the show. In this area, around 60 individual Italian manufacturers will set up their own exhibits/stands. At the heart of the Italian Pavilion there is a common passageway area, which is called the ‘Tramway’ in which 2 trams travel throughout the day around the pavilion and hall offering free passage to visitors. The exhibition area along the tramway enjoys the best visibility and represents the most desirable area for the exhibiting companies. The Ceramics of Italy exhibit rests along this tramway at the center of the action.

The design should incorporate both the situational and programmatic needs of CI. The rectangular area you will design stands open on four sides and takes up 3,000sf (50f x 60f). It must demonstrate the best production of CI’s sector – making use of a large amount of ceramic material in order to become an almost artistic exhibit of the best representation of Italian style and design in ceramic tile. Tiles can be installed on the floors, walls and on any surface that can be covered such as the office desk and restaurant countertops. This material can be selected from the products that the member companies donate for the realization of the exhibit. For the purpose of design, designers can look at products on the CI website www.italytile.com or can use images of Italian tiles found on the web. Once the design is selected, CI will work with the winning firm on selection of final materials. During the four days of the show, catering service offers typical Italian products that attract considerable interest – especially during the hours of lunchtime. In order to offer catering service that is both efficient and effective, 80% of the area has to be dedicated to an open area where movable tables for eating can be positioned. There is also a large flat screen TV which will be set up in the open space to show videos of installations. The rest the 20% should be dedicated to the following functions:

• Restaurant/Café – An area for the service of food that accommodates a refrigerator, some storage and shelves for service. The food is prepared off the show floor and wheeled to the back of this food prep area. The front of the food serving area is where guests get food. The back should not be too exposed to the corridors where the show attendees pass. A coffee station should also be a part of this food service area.
• Information desk/storage – A very visible and easy-to-access place for visitors to get information about the products and publications can be displayed. 2-3 stools for the staff should also be specified. It should also include a small area – not visible to the outside – that can function as a private space to store small A/V equipment and additional publications.

As in the past, the Association may want to re-use your creation. The exhibit should be designed in a manner that will permit the future use with partial reconstruction of the structure that could be recreated for future shows. The idea of re-use ties in with our industry’s commitment to sustainability. Your design should have a total budget of $100,000, not inclusive of your project management fee, drayage and ceramic materials.

Entrants must first register via Paypal. $50.00 entry fee guarantees consideration in the challenge. Upon registration, entrants will receive:

• Full Design Brief
• Terms and Conditions
• Floorplan of Coverings trade show with area highlighted
• Links to previous CI Exhibits
• Submission email address

All architectural designers are eligible to participate, although those not within the United States need to clearly outline their execution plan for building the pavilion in Orlando, Florida in April 2012.

Applicants will submit 1 (one) .pdf file to Architizer containing:

• (up to 2) 11x17 with rendering(s) that show the proposed design
• (1) 11x17 with elevations, plan and necessary details to define project
• (1) 11x17 with Firm Name, Participants, Firm Location and a list of materials used – refer to the Ceramics of Italy website for materials. Include a work proposal that explains materials, execution approach (e.g. partnering with a US-based firm if needed), rough budgeting of the $100,000 and timing to demonstrate buildability.

Also include a 250-500 word summation of design.

Registration open – August 12, 2011
Project Submission Deadline – October 3, 2011 at 23:59 EST
Results notification – October 10, 2011
Installation date – Mid-April 2012
Opening to the public – April 17th, 2012

The ultimate decision will be made by the Confindustria Ceramica, which be looking for a design that exhibits the product in an innovative and flattering light. An advisory committee of previous CI exhibit architects will consult with the CC to choose a pavilion that is architecturally significant.

$10,000 design fee and the commission of designing Ceramics of Italy’s next pavilion.
Winner also receives $15,000 Project Management Fee to oversee fabrication and installation of the pavilion at Coverings 2012. Runner-up will receive $1,500.