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Behind the Products: A Closer Look at Today’s Tile Designs


“The Spindrift Pebble Tile in glass and marble was something where we had to create a technique to produce, as well as use our experience with natural pebble products to design this engineered version. It was difficult to make, and there is nothing on the market quite like it!” – Nigel Eaton, CEO, Island Stone

May 13, 2021

Known for its beauty and ease of use, tile is a surface material that has stood the test of time. From cathedrals to modern backsplashes, tile has a way of enduring in interior design. KBB spoke with three brands and four tile designers to find out more about their careers creating this essential product for the kitchen and bath.

The Challenge of Designing the Perfect Tile

“Color is always difficult. Some just don’t translate in certain mediums, and sometimes it takes several rounds to get just the right color. There are also limitations to certain mediums, so it’s always important to understand what those are in the beginning of the development process.”

DeeDee Gundberg, director, product design and development, ANN SACKS

“As trends change faster than ever before, product design has become more challenging. I think the quick pace of today’s market is in large part because there’s immediate access to unlimited inspiration online. But while this makes things a little more difficult from a logistical standpoint, it has also made things more interesting and created more opportunity from a design perspective. The production cycle from design to warehouse has time constraints, especially considering development of new manufacturing processes as part of the design, as well as inventory turnover. That is another challenge.”

– Nigel Eaton, CEO, Island Stone

“As a designer, you are always wanting to introduce an infinite number of colors and patterns, so having to pare down the selection can often be tricky.”

Suzanne Zurfluh, director, design and trends, Emser Tile

“Ironworx is one of our new and exciting introductions. This series was inspired by a metal table at a hotel, which gave way to the idea of developing a metal sheet look. We challenged ourselves and our manufacturing partners to think outside of the box to simulate the metal sheet look on a tile. We experimented with different glazing techniques and graphics adjustments. After months of trial and error, we achieved the design we envisioned.” – Wu, Emser Tile

Finding Inspiration for the Surfaces

“The most wonderful thing about designing for surfaces is that almost anything can become a tile! Anything with texture, color, dimension, pattern or shape inspires me. Nature, architectural details, interiors, textiles, home goods, fashion and even food – they’ve all played a part at one time or another in the inspiration of our assortment!”

Gundberg, Ann Sacks   

“I am constantly observing not only new looks in coverings and general interior design but also by picking up on elements like textures and colors from nature or other industries, which translate well when applied to tile design. It also helps that we have a talented team of people within the company who are passionate about creating new designs. This creative team environment is an important part of the inspiration process and makes for some great brainstorming sessions, especially when we combine our creative ideas into one product.”

Eaton, Island Stone

“I am inspired by everything around me. I could be out with friends and start taking photos of tree bark or sidewalks or a table at a restaurant for ideas. Also, inspiration comes from collaborating with people and listening to different opinions, ideas and perspectives.”

Christina Wu, director, product development, Emser Tile

The Future of Tile Design

“I think that the pandemic has steered the consumer toward products that are hygienic and easy to keep clean, so I could see tile being used more in unexpected ways and applications.”

Gundberg, Ann Sacks    

“I think there’s room for opportunity in the innovation for new hybrid tile materials that utilize mixed and recycled content. There could be some advantages to combining decorative design with functional and structural elements in certain areas, which could make the construction process more efficient. 3D printing will also be very exciting as that technology develops. One thing I think is certain is that people will continue to want to improve the look and feel of spaces they spend a lot of time in.”

Eaton, Island Stone

“As technology advances, I believe that tile design will become even more sophisticated with complex colors, finishes, designs and textures.”

Zurfluh, Emser Tile

“We just launched our Koros Collection, which is a stone mosaic line I designed that was inspired by traditional African mud cloth. The designs translated so beautifully using honed micro-stone mosaics in a really neutral palette, and I’m really pleased with the results.” – Gundberg, Ann Sacks 

The Best Part of Being a Tile Designer

“I love the design process and being creative every day, but hands down my favorite thing is seeing a tile I’ve been working on come to life. It’s also great to see how our clients use our tiles – that’s always very rewarding.”

Gundberg, Ann Sacks

“The best part is the fusion of people’s different ideas coming together to produce something completely new and unique that no single person could have thought of on their own. This is especially true when it requires new manufacturing techniques to accomplish. Seeing the finished tile design then used as part of a stunning project – and contributing to not just the look but creating the right ambiance – is very satisfying.”

Eaton, Island Stone

“What I like most about my job is seeing our products being sold and our valued customers using/specifying our products. This is the biggest compliment a product developer can receive: when the products we developed and created are well received and used in the real world.”

Wu, Emser Tile