The Sights of Ceramex

Set in Lisbon's Parque das Nações, a Jetsons-esque futuristic sprawl built for EXPO '98, the Ceramex International Exhibition of Decorative Arts and Housewares gave visitors the chance to glimpse a breadth of Portuguese designs in a dream destination. This year's show, the 20th, had 11,871 visitors and 390 exhibitors, a slight decline from last year's numbers. Essentially export-oriented, the show's organizers spent about 500,000 euros on promotion at tradeshows around the world in order to attract the independent buyers and large purchasers that Portuguese vendors depend upon.

The United States, which absorbs 22 percent of Portuguese tabletop and giftware output, is the largest market for manufacturers at Ceramex. But in fact many Portuguese manufacturers rely more heavily on U.S. exports than that. According to João Pinto Marques, general manager of fashion-forward manufacturer Raul da Bernarda & Filhos, his company does 40 to 50 percent of its business with the U.S. and Germany. Clients include Villeroy & Boch, Lenox, Wedgwood, and Pfaltzgraff. Meanwhile, Faianças Bordallo Pinheiro, whose creations are adorned with the roosters, frogs, and leafy designs emblematic of Portuguese ceramics, says that the U.S. probably accounts for about half of its export business.

Most vendors of interest to Americans could be found in the first pavilion (of four), which concentrated on tableware and stoneware, crystal and glass, precious metals, earthenware, pottery, and ceramics. There, visitors could select from product steeped in Portuguese tradition or influenced by design directions from elsewhere in Europe and America.

Frequent tabletop motifs included bright flora and fauna, best typified by those selections found at Raul da Bernarda & Filhos and Vista Alegre Atlantis. So as not to look too busy, a single element was usually showcased against a muted background, creating dramatic simplicity.

Just like on this side of the Atlantic, stripes could be seen everywhere, especially on garden ceramics. Color palettes ranged from saturated shades to earthy tones, echoing the "anything goes" design direction for decorative accessories reported in the March 2002 issue of Gifts & Dec.

Pared-down, even ergonomic, shapes were much in evidence on crystal. At Lisa Mori by Inn Crystal, a new exhibitor, the most popular glassware designs were the squared-off Chloe, and Belinda, with curves that are a design element, but allow each piece to fit snugly in the hand.

Eye-catching finishes were also available in abundance, from the brushed aluminum cutlery at Cutipol to the shiny surfaces on vases and bottles at Cerâmicas S. Bernardo. And distressed "shabby chic" looks appeared on items from vendors such as Tanquiero and Porcel. One vendor reported that American clients responded especially well to those designs that mingle Portuguese tradition with the antique and aged effects lately prevalent in tabletop.

Heralding the return of jewelry to the gift store, Artejóia was notably conspicuous with glittering, wearable creations. The fine-jewelry vendor reports a whopping 70 percent of its export business is with the United States.

Some of the biggest news of the show was that it marked the second consecutive year of the presence of exhibitor Vista Alegre Atlantis. The company was created last year with the merging of the Vista Alegre and Atlantis brands, Portuguese leaders in porcelain and crystal, respectively.

Like their retail stores, which retain the individual identity of each brand, Vista Alegre and Atlantis had separate, adjacent booths in which 20 new designs debuted. The company is currently trying to create its own distribution network for independent retailers around the world. This effort is being aided by its purchase of an interest in Royal Worcester and Spode, granting Vista Alegre Atlantis access to those distribution channels.

Greeting visitors upon entry into the first pavilion was the Trend Forum, three displays of product intended to reflect the evolution and profile of consumer trends as expressed through Portuguese tabletop. A team of designers created the Trend Forum around the idea that "The recent events that shocked and impressed the whole world have brought about substantial changes in … [ways] of thinking and living, both in collective and individual terms."

The first of these modified lifestyle stories was dubbed Vital Emotions, defined by fluorescent colors, materials made possible by new technologies, and a quality of lightness, energy, and flexibility. Products in the Natural Technological display bridged the gap between technological development and thoughtful management of natural resources. Finally, Minimal Density objects used simplicity as a means to infuse daily life with pleasure.

To learn more about Lisbon's Ceramex 2003, contact the ICEP Portuguese Trade Commission at (212) 354-4610. A visit to the site www.fil-ceramex.pt will provide additional details on the show and its lavish locale, as well as links to airlines, hotels, and industry associations.