British Ceramic tile celebrates the raw, urban qualities of concrete with the new Smokestack collection

When it comes to surfaces, this year it’s all about concrete. Smooth and polished or raw and exposed, concrete in its various guises is a material in demand as homeowners continue to be inspired by the trend for industrial styling.

To celebrate the rising popularity of concrete, British Ceramic Tile has introduced a striking new grey concrete effect ceramic tile to the retail market, suitable for use on both walls and floors – Smokestack. Created using high definition technology, Smokestack replicates the raw, earthy qualities of concrete on a ceramic tile for a surface with an industrial edge.

Available in a 50x50cm size with a matt finish, Smokestack delivers texture in abundance, bringing an unrivalled tactile quality to surfaces. The look is natural, reclaimed and industrial with the textured finish recreating the same look and feel of natural stone, but on a ceramic tile. Waterproof, hardwearing and easy to install on walls or floors, Smokestack is a cost effective choice that delivers as much in style as it does in substance.

British Ceramic Tile’s head of retail marketing and brand, Jayne Adamson, explains: “This new collection delivers multiple selling points in one feature tile. Not only is it suitable for walls and floors making it multi purpose, it taps into the rising popularity for concrete as a surface material.

“Consumers are very trend-aware, constantly seeking inspiration from lifestyle sources when it comes to updating their homes. We find our retailers want to be ahead of the curve, selling ranges that they know will answer the needs of their customers. Stone effects are always in high demand but with the industrial vibe going nowhere and surfaces becoming more weathered, retailers need a constant supply of new introductions to cast their net wide and appeal to all tastes.”

For further information or to see how the company’s stunning tiles are made, visit www.britishceramictile.com