When dignitaries, including Italy’s regional consul-general, city deputy major and councilmen cut the ribbon on May 13 for the newly revamped Miami-area Florida Tile design center and retail outlet they officially ushered in the company’s new image standard to be adapted nationwide.
According to Florida Tile’s Director of Marketing Sean Cilona, the Miami-area store was selected for revamping first since it is different from other markets, unique in fact, due to its cultural mix and huge variety of tasted in décor, specifically tile for home and commercial settings and the competitive nature of this unique market.
“The new, emerging product looks, the new look of Florida Tile as a whole and our desire to project that new image in a retail setting all came together in this store,” Cilona said. “In fact, we were able to incorporate many best practices from our stores around the US and create a true and proven look for our store and our brand.”
The 3,000-square-foot showroom incorporates the best of Florida Tile’s stone, ceramic and porcelain lines, in some cases in designs that now sell only in the trendy and highly competitive Miami area. They include large-format, through-body porcelain products as well as double-pressed styles in designs, colors and sizes very specific to Miami.
“This is the first time we have done this,” Cilona said, “and we plan to apply the market-specific uniqueness to each of our 22 stores nationally.”
"Florida Tile’s total investment on this project has been in excess of three-quarters of a million dollars, and it was completed in time to become the first newly designed Florida Tile showroom," Cilona remarked.
“You can see from looking around the store that we are dedicated to the designer, architect and builder; this environment does one thing and that is to speak the design language,” he said.
The store, located in the Doral-Miami “Tile Row,” is now considered to be region’s showcase.