RAK Ceramics products combine design and technology
Ceramics many years ago shed its one dimensional image. The simple tiles tag has been replaced by a material that offers a complete design solution catering to a diverse range of styles, designs, functions and sizes to meet an ever growing range of customer needs. The same holds true for bathware helping transform the space from just functional to a showpiece for any interior project.
As the largest manufacturer of ceramics in the world, RAK Ceramics offers the widest range in the field, says Abdulla Mahmood, general manager – marketing and corporate communications. “We have a remarkable track record of adding new designs to our products portfolio at an astounding rate of one design per week.
Elegant range: Metropolitan
“From the drawing board to its launch, each design is the product of a combination of factors – the highest grade raw material, investment in modern manufacturing technologies and in-depth research programmes to understand consumer habits and global trends better. The latter ranges from lifestyle tastes and colour preferences, to catering to climatic conditions and geographical locations – influences that are critical in designing new ranges.”
Moreover, every new concept, according to Mahmood, stems from a partnership between the company’s in-house design team, based in Ras Al Khaimah and some of the top design houses around the world. RAK Ceramics serves over 160 countries and that makes for a staggering difference in tastes and preferences.
As a result of its track record, the company is coveted internationally and regionally with respected designers seeking collaboration with RAK as much as RAK seeking their expertise. Together, from various parts of the globe they come up with lines that cater to every market. Consultants from Italy, Spain, France and the UK help conceptualise new lines that embody European style and elegance. Likewise, similar experts are brought in to cater to the demands as far apart as the Mediterranean to Asia pacific.
“As consulting partnerships, RAK Ceramics is able to keep an eye on emerging trends to maintain and enhance the company’s position as a global pacesetter. Designs in turn reflect not only what the market needs, but also its demands– filling market gaps, either by answering a specific need or by generally introducing innovative product designs and concepts,” Mahmood said.
This ‘eye for design’ applies across ceramics and bathware where RAK Ceramics has achieved significant milestones in both sectors. Since production commenced in 1991, the company has produced enough tiles to cover an area of ‘one-billion-sqm’. This was made possible by the diversity of the range that continues to expand week-on-week.
“RAK Ceramics also offers an extensive range of bathware solutions that draws upon the same design principles which have helped elevate the company to become a leader in sanitary solutions. Another impressive milestone saw the company pass through the 50 million sales of bathware worldwide since inception. That presents a big number; a further breakdown shows that a day’s production can meet all the sanitary requirements of Burj Khalifa and 500 pieces of bathware are produced globally every hour,” he said.
“The demand is such because there are more than 13,000 different design pieces of bathware to choose from –engineered in collaboration with international designers, and made with the most advanced technology to bring only the best solutions.
“With so many to choose from, the most popular product lines include the Opulence, Compact-rimless, Elena, Venice, Rondo, Infinity, Metropolitan and the Series 600. These mark a favourite few, with collections to fit even niche markets. There are solutions that range from opulent to more budget-friendly, and more commercial to perfect for the home. RAK Ceramics also offers bathware models for the physically challenged or differently able members of the society,” he said adding “this has been made possible by serving client’s visual as well as practical needs. From compact to lavish, RAK Ceramics is able to cater to any bathroom or sanitaryware requirements for a simple villa to mega-project.”
Taking a look inside the manufacturing process, all sanitaryware products consist of a complex mixture of materials resulting in highly hygienic, fire proof, stain proof, rust proof, non-fading collections that are resistant of acids and alkalis. The most sophisticated and ground-breaking technology ensures the highest quality of products, with an emphasis on uniformity and attention to details.
These ranges are not only visually appealing; they conform to the most stringent of global standards of water savings, helping to meet the surge in global demand for green-certified building materials.
RAK plant: The latest technologies
ensure highest quality
Every water closet sold today has been converted and reduced from the initial models of nine-litre full flush capacity to six-litre full flush. This equates to a water savings of as much as 33 per cent compared to the older models without any reduced efficiency. This was followed by the recent introduction of a product line with four-litre full flush and 2.5-litre half-flush. The company hasn’t stopped there, as they have introduced a rimless-model with improved water efficiency and better hygiene.
With all the behind-the-scenes that go into making a design – from research to provisions for minimum impact on the environment; the first step to finally making it onto the portfolio is usually a launch at one of the many reputable industry exhibitions that RAK Ceramics participates in, where the company can showcase to the trade visitors and get feedback from distributors.
The company has been involved in various major projects due to its level of expertise, range of solutions and eco-friendly options. Some of the worldwide developments include Dubai Airport Expansion, Dubai Mall-Burj Khalifa, Palm Jumeirah, Dubai Festival City, Dubai Jumeirah Village, Jumeirah Beach Residence, Dubai Sports City, Emirates Palace and Yas Island in the UAE; Princess Noura University and Sabic Housing Project in Saudi Arabia; Heathrow Airport and Wembley Stadium in the UK, Milan Subway in Italy, Cologne- Bonn Airport in Germany and many other landmarks across countries where RAK Ceramics products are sold.
“From there it’s either back to the drawing board for modifications or on to finalizing the name before launching the new design onto the world stage. And finally, with each successive addition to the portfolio, RAK Ceramics’ position as a leader and a trendsetter in ceramics and bathware is further cemented,” Mahmood concluded.
Making RAK Ceramics’ bathware solution complete are the ancillary products offered under Kludi RAK with its faucets, shower trays and bathroom fittings.