Passport to Creativity Tour 2024

When learning a foreign language, a common recommendation is to immerse yourself in the country and the culture of that language. The same can be said for a product. If you really want to understand a product, you need to understand its origin, the raw materials, the manufacturing and distribution processes, and most importantly, the product’s application. In that vein, I recently accepted an invitation from Tile of Spain USA to participate in its Passport to Creativity Tour 2024 for a full immersion into the world of Spanish designed and manufactured tile in Valencia, Spain, the heart of the Spanish tile industry.

The event included a guided architectural tour of the city and its many landmarks; tours of both old-school and fully automated tile manufacturing plants and exquisitely curated showrooms; a private tour of the recently opened Centro de Arte Hortensia Herrero contemporary art museum in a renovated 14th century building; and two full days at Cevisama, the annual trade show (now in its 40th year) where manufacturers of tile, plumbing fixtures and allied bathroom products showcase their latest creations.