affective memory – coverings that awaken memories

Coatings that hark back to the past… when experience goes far beyond aesthetics.

Coatings have the power to generate affective memories and bring up memories of the past. are textures, colors and patterns that awaken sensations and feelings, that are associated with lived experiences, to places visited or to specific times. who doesn't remember, for example, Grandma's house and its decorated tiles? The warmth and comfort of a wooden floor?

Powerful elements in architectural designs, coatings are capable of creating atmospheres and awakening memories, making the environment more welcoming and meaningful for the people who experience it.

Sunset Arch Clay MT 15.5×15,5cm, West Clay Line MT 15.5×15,5cm | Photo: Taito Studio | Production: Debbie Apsan

And to talk about this powerful instrument of creation, we invite the architect Maria Luiza Sorace, who talks about the subject. According to her, the pieces elevate projects beyond the simple “exist”, turning it into an enriching and meaningful experience for “the being” who inhabits these spaces.

Check the interview!

– Small formats in the kitchen, in the bathroom, in the pool: are still used?

Although large format coatings have gained popularity in recent years, we have another super strong trend in architecture, which are the coatings in small formats, with different patterns and colors.

In the last projects we developed, for example, we use the small formats in the kitchen, cladding the island to make it stand out and creating an attractive and unique focal point; and we also took advantage of the existing hydraulic tile in the social bathroom of a house that we renovated, keeping a part of the history and affective memory of the family.

Whether in the kitchen, bathroom and pool, the small formats give personality to the space, highlight specific areas, create focal points and add subtle details in a room, bringing style, versatility and exclusivity for each environment created.

The Sunset Series, that measures 15x15cm, comes to show that small formats really guarantee personality and warmth to environments. With an organic geometry inspired by the sunset, the line's products have a subtle, metallic sheen, creating smarter, more dynamic designs.

Sunset Arco Coral MT 15.5×15,5cm | Photo: Taito Studio | Production: Debbie Apsan

– What is your opinion on rounded edges?

I believe that all soft and rounded shapes tend to create a warmer and more inviting atmosphere., in contrast to straight and angular lines, that can convey a feeling of stiffness.

When we apply this to architectural elements, like furniture, balconies, windows, doors or even in coating details, rounded edges help soften the overall look of the space, contributing to the creation of a sense of fluidity and visual smoothness, making the environment more pleasant to the eyes and to the touch.

– Florals and prints are on the rise again?

I believe that in the field of art everything is connected. If we stop to observe, the floral prints, cores, patterns and details have been conquering space for some time in fashion, and now it's time for these trends to gain presence in the field of architecture.

The floral theme brings a feeling of freshness, femininity and connection with nature. And this trend demonstrates the search for coatings that bring personality, authenticity and an emotional connection to spaces, with the story, with the effective sensation that we have when experiencing them.

The combination of floral motifs, textures and other decorative elements allows you to create visually interesting and captivating environments, adding an artistic flair to projects.

It is possible to find coatings with floral prints in different styles, like Prisma Flora. With the effects created by light on surfaces, coatings reveal all the beauty of materials and a more organic and colorful world, that provokes new meanings and awakens creativity in the search for a more diverse architecture. Diversity also in colors – neutral and timeless – and finishes – matte and glossy – make Prisma a perfect match with the other series for creating integrated aesthetics that complement each other.

Prisma Flora Rose BR 7x25cm | Photo: Taito Studio | Production: Debbie Apsan

– The neutral palettes, so used lately, can give way to traditional colored coatings?

The neutral palettes, like shades of white, Grey, beige and brown, are popular for their ability to create calm environments, sophisticated and timeless. However, I believe that more and more we seek to create exclusive spaces, with personality and that connect with those who experience it. And colors are a great tool to make spaces emotionally engaging.

For example, colorful coatings can bring extra energy and vitality to spaces, since they add personality, expression, a touch of creativity to interior design, as well as convey sensations through the colors used: hot colors, like red, orange and yellow, can convey energy and enthusiasm, while cold colors, like blue, green and purple, create a sense of tranquility and serenity.

– The granilite effect is back?

Being used in various applications, like flats, walls, countertops and even on furniture, granilite has been increasingly sought after. In addition to adding an artistic and exclusive touch to spaces, it allows the choice of specific colors and patterns, being, also, super tough for high traffic areas.

Combined with other design elements, such as contemporary furniture or modern accessories, granilite can create interesting contrasts and add a touch of nostalgia and elegance.

Silex Veggie PO 60x120cm | Photo: Taito Studio | Production: Debbie Apsan

One of the highlights of the category Tecxtone, Fílex is inspired by materials of extreme resistance, that survive time and inspire the production of maximum performance pieces. the colors white, Gray and Black are complemented by Veggie, a deep and enigmatic shade of green, chosen as Eliane's color of the year for 2023.

Soho Argila MA 10. Soho Argila MA 10×20, Prisma Floral Off White BR, Prisma Floral Gris BR, Green Prism BR 7×25 | Photo: Taito Studio | Production: Debbie Apsan

– And on the decorated tiles, What do you have to say?

Decorated tiles have a special relationship with affective memory due to their history and tradition.. They hark back to times gone by, awaken memories of ancient spaces, like family homes, historic buildings and traditional environments. The current trend of hydraulic tiles is also related to this affective memory., rescuing the charm and authenticity of these coatings.

Using decorated tiles in projects creates a connection with the past and can awaken emotions and memories in those who experience them. Besides that, they offer the opportunity for customization, allowing each project to tell its own story.

That's why, for me, the presence of decorated tiles goes beyond a simple aesthetic choice. They have the power to evoke the past, to rekindle memories and create a unique and emotionally captivating atmosphere in the spaces in which they are applied. By rescuing the charm and authenticity of these coatings, we are connecting the present with the past, allowing people to feel immersed in a nostalgic and welcoming experience.