Natural Personality

Maurizio Mazzotti CEO of Atlas Concorde talking about the collaboration with ITLAS states that ‘when we chose to launch two wood effect collections, we realised that if we really wanted to make a difference, we had to go to the source of this natural material... in this, the choice of ITLAS was the most obvious’. So how do we go about proposing the best solution? For Atlas Concorde, the ideal answer to this question was to go directly to those who have made wood flooring design the focus of their manufacturing excellence to learn about this material. The desire to avoid a certain patina of artificiality that can sometimes characterise porcelain stoneware inspired by wood was a further objective of this design partnership.

Itlas, the Cordignano, Treviso-based company and leader in natural wood surfaces made in Italy, certifies the sustainability, quality and zero-kilometre origin of the wood used. ITLAS' Cansiglio planks, in fact, derive from the woods of one of Italy's most beautiful native beech forests in the nearby Cansiglio Forest, with the utmost respect for its natural renewal and managed in synergy with the relevant public body.

This is how the co-design project and the collaboration with ITLAS came about, within which it was possible to learn all the secrets of wood and thus, not only its positive aspects to be transferred to porcelain stoneware in terms of design and texture perception. But also to understand that the charm of wood also comes from its ‘imperfections’, for example the presence of knots or different colour shades, even very close to each other. It is precisely its non-homogeneity that makes wood so visually appealing. In both collections, the visual similarity of the Atlas Concorde porcelain stoneware tiles with the original model is truly impressive: the desire to touch the tiles is spontaneously aroused, confirming their perceptive pleasantness. Even in direct comparison between the two different materials.

This unique collaboration has given rise to two Atlas Concorde Log and Log Cansei collections.This is a complete proposal for floor and wall surfaces that ranges in sizes, decorative effects, with two different wood essences of inspiration, fifteen colours and eight different sizes for indoor and outdoor use, combining all the innovative (the increased safety and hygiene of Sensitech technology) and functional features of Atlas Concorde porcelain stoneware with the charm of wood effect.

Log is a new collection in the porcelain stoneware sector because it is the result of a synergetic work with natural wood experts that has created a truly extraordinary wood effect recreating the naturalness of the finest oak.

The colours, the ventures but also the smallest details of this refined type of wood have been transferred to Log thanks to the joint study of ITLAS and Atlas Concorde in identifying the most suitable characteristics for porcelain stoneware. Log is proposed in two graphic variants - Natural Surface and Forest Surface - which are ‘inspired by the ITLAS natural wood appearance classes.The first, Natural Surface, is more homogeneous and uniform and the second, Forest Surface, is more varied, retaining all the typical details of natural oak’. Natural has the typical oak flaming and medium-sized grouted cracks. Forest, on the other hand, has a variegated background colour with a light area typical of sapwood and flaming in different colours. These two proposals are available in five natural colour variations. There are many Log decors for walls and floors. We also find more traditional patterns such as Chevron or Classic Frame inspired by early 20th century coffers, or more contemporary ones such as Line with the insertion of coloured graphic elements or Tatami 3D reminiscent of the refinement of Japanese floors. Log, lastly, allows for the possibility of using wood-effect tiles even in outdoor and wet areas.

Log Cansei represents a unique product for the ceramic market because it is inspired by the beech wood of the Cansiglio Forest, a very special wood with a rich history that goes back to the period of the Republic of Venice.

The position of the forest on a karst terrain at an altitude of 1,200 metres, in fact, makes the characteristics of the wood, which is exposed to the sun in an ideal microclimate, unique. Log Cansei faithfully respects the natural knots, soft tones and the typical contrasting central core, as well as the delicate flaming, subtle longitudinal grain and speckling of this very special wood. In addition, a surface planing has been realised that embellishes the porcelain stoneware with a tactile pleasantness. There are five colour shades of Log Cansei with names that pay homage to the city of Venice.La superficie Grip Sensitech, disponibile in tutti i colori, consente soluzioni per l’outdoor in tutte le palette. Il decoro Riga, infine, è un pattern grafico di listelli verticali che arricchisce la proposta.The Grip Sensitech surface, available in all colours, allows for outdoor solutions in all palettes. Finally, the Riga decor is a graphic pattern of vertical strips that enriches the proposal.