Laticrete International's new architectural binder has a new look while retaining the finest 'how-to' written material relative to the installation of ceramic tile and stone found anywhere in the world, says a spokesman for the US manufacturer's Middle East office in Dubai.
''Being a leader in the manufacture and marketing of installation systems for ceramic tile and natural stone means continuing to come out with top-quality, user-friendly literature to aid industry professionals in their quest to always select the correct installation materials for upcoming projects,'' he says.
Featured on the cover of the binder is Laticrete's "Renaissance of Color" grout colour palette. The palette features more than 40 colours that have been developed with some of the nation's top colourists, architects and designers, along with specific knowledge of today's tile and stone industries.
"We spent lots of time developing our grout colours," says Kathleen Scranton, marketing manager of Laticrete International. "A large amount of time was also spent developing our "Renaissance of Color" photo, which has become well-known to construction professionals across the globe.''
The firm has also introduced a revolutionary way to present its grout products - the Chip Clip, a modern twist on the traditional grout ship kit. "We've created a unique marketing tool that displays grout ships in a never-before-seen format," says Scranton. "The Chip Clip is designed to keep all of our grout chips together so that lost grout samples will be a thing of the past. All of our chips are permanently assembled in a Chip Clip case, which maintains the integrity of our grout presentation."
In contrast to a traditional grout chip case, in which loose grout samples are simply stored, the "slide-chip" design of the Chip Clip allows a customer to slide out a particular colour chip, place the chip between two tiles and select the grout colour of their choice. Once a specific ship has been looked at, it easily slides back into the Chip Clip and another chip can be drawn out.
She continues: ''All of the grout chips in the Chip Clip are made of high impact, UV-treated plastic that is Munsell colour-matched to Laticrete's standard grout colours using a photospectrometer. By using this method, Laticrete guarantees that its plastic grout chips uniformly match its grout, which matches the company's grout charts and all their other grout-related tools.
"By utilising state-of-the-art technology to develop and produce the Chip Clip, we are now able to offer three times as many grout tools to our customers than in the past.
''Laticrete currently offers 40 grout colours in the following series: Cementitious Grout and Latapoxy SP-100 stainless epoxy grout. The company has recently unveiled 16 new colours to create a fresh and more extensive look for end-users. Together, this 40-colour palette will make up Laticrete's Masterpiece Colors Collection."
