Why We Love Cement and Earthy Tones by Lucia Gurovitz
When Eliane suggested that I write about cement and earthy tones in my first collaboration for the company blog, the idea triggered a long reflection in my head about why some trends appear and disappear in the blink of an eye while others arrive and remain firm for several seasons. Cementitious and earthy, Sure, fall into the second category. They have been strongly present in the decor for about a decade and have emerged, with renewed breath, among the main releases of the latest Cersaie, largest international coatings fair, held in September, as well as in the color charts for 2024 already announced so far.
Guache Terracota EXT 120x120cm | Caliza Off White AC 60x120cm | Photo: Collection
I venture an analysis to explain the reason for this prolonged relevance: cement and earthy things have the power of recognizable things, linked to memory, capable of creating immediate identification. Gray symbolizes the urban landscape, that is, the world built by the human species, and is connected to the history of our deeds and achievements; to the ground, in its turn, represents nature — it is the source of life and the root of ancestry. Applied in architecture and decoration, these tones evoke good memories and, in consequence, generate emotional comfort. In today's troubled reality, that's all we need.
In addition to aspects related to well-being, cement and earth materials also stand out for their possibilities for reinvention. The proof is in the Gouache porcelain tile series, one of the launches presented by Eliane in Bologna, Italy, where Cersaie takes place. face, The name of the line reveals its artistic character and artisan-inspired beauty — imagine a nuance of concrete that has received pigments to become warmer and more versatile without ceasing to be modern and minimalist. Among the product options, Clay Gouache and Terracotta Gouache bring earthy tones, in a sign that the desire for coziness and closeness to nature will continue to be on the rise in the universe of the house.
Guache Agave EXT 120x120cm | Oak Mocha MA 19.7x120cm | Photo: Collection
Now, If I can choose a favorite in the series, I choose Agave Gouache, a green with a grayish background, reminiscent of the foliage of a typical desert succulent. We are talking about resilience and hope, solidity and freshness, of a scenario in which humanity and nature make up an inseparable unity — words and reflections that promise to define the coming times.
Let's continue the conversation about trends and how they influence our homes? I'll be here once a month 
Lucia Gurovitz is a journalist specializing in design, architecture and interiors. He was part of Editora Abril's core group during 21 years, seven of them as editor-in-chief of Casa Claudia magazine. currently, works as an independent journalist for editorial and corporate clients. Since 2019, is a curator at DW! São Paulo Design Week.
