PIEDRA 2010: Seeing The Light
With 191 direct exhibitors in Hall 9 of the Feria de Madrid, the overall atmosphere at PIEDRA 2010 was nevertheless positive, with a feeling that “the worst is now behind us.”
There had been 420 direct exhibitors in four halls in May 2008, and 536 exhibitors in May 2006. Since those happy days, the Spanish stone industry suffered a “triple whammy” – a virtual standstill in new construction, the world financial crisis and the reluctance of many Spanish banks to extend credit.
“The economic crisis that is affecting Spain,” noted Manuel Sanchez Perez, president of the Spanish Natural Stone Federation (FDP), in his opening address to this year’s event, “should give the domestic stone industry cause for reflection and encourage companies to introduce new promotional strategies for a sector of the economy that is based on a wealth of geological resources and high levels of technological and professional know-how.”
With all companies in the sector, large and small, having to appraise promotional budgets very carefully, it’s not so surprising that some industry majors (Levantina and Ingemar from Spain, for example) chose not to book a stand in Madrid, whereas Cosentino (under the name Silestone by Cosentino) did.
The major diamond toolmakers whose products are vital in the extraction and processing of stone are likewise choosing to exhibit at only the biggest stone shows. Today, that means Marmomacc in Verona and the Xiamen International Stone Fair in China.
With the proviso that the global financial system remains far from stable, the Spanish natural stone industry has positive factors working in its favor. Several materials are world-renowned and buyers can rely on an assured supply from companies with an impeccable pedigree. Marble, limestone, granite, slate and sandstone are extracted from active quarries.
At one time, PIEDRA was regarded by some as a purely regional exhibition; today, however, this is certainly not the case. At PIEDRA 2010, more than 80 exhibitors came from outside Spain, including 27 from Italy, 25 from China, 10 from Portugal, five from India, eight from Germany, three from Turkey, three from Egypt, two from Brazil, two from France, one from the Netherlands and one from the United Kingdom.
As at previous editions, various supporting events took place during the duration of PIEDRA 2010. These included the International Architecture Award, staged by event organizers IFEMA and the FDP, to recognize the use of Spanish natural stone in both Spanish and foreign projects. The Grand Projects 2010-2011 Architecture Forum was another key event.
PIEDRA provided the setting for meetings and conferences that tackled some of the key issues within the industry, such as approving new standards after earlier submission of drafts to the CEN/TC 246 Committee earlier. This was the first time that such a meeting had been organized outside Italy.
It should be mentioned also that PIEDRA 2010 took place simultaneously, as in previous years, with the VETECO International Window, Curtain Walls & Structural Glass Exhibition.
According to LITOS, a leading Spanish stone trade journal with an international circulation, “There is a feeling of optimism in the stone industry. Demand is picking up everywhere in the world.”. However, for Spain, the journal notes also that “The construction industry is still practically dead, and many banks are not even fulfilling the basic functions of a financial institution.”
A spokesman for the Spanish diamond-toolmaking company DiamStone thought that it would take another two years before there would be a significant upturn in their sales on the domestic market. However, a representative of the powder sales division at Dr. Fritsch reported “reasonable sales in Spain and Portugal. We have faith in the future for both these geographical markets.”
Spanish granite company Granilouro bucked the negative trend and enjoyed great success in paving projects in Madrid and elsewhere. With polywire machines from Pellegrini Meccanica already installed, Granilouro took delivery within the past year of a slabbing machine from Barsanti of Italy that has 80 diamond wires.
What happens at CarraraMarmotec this month will be the next market indicator for the world stone market.
Paul Daniel is a long-time observer of the worldwide natural-stone industry. He is based in Spain.
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