Porcelain stoneware tile PURO

ceramicconcretematte

the cement-effect collection by LA FABBRICA AVA, designed to transform ceramic surfaces into an essential, discreet and sophisticated architectural gesture. A uniform, lightweight and almost silent material, capable of shaping fluid, balanced and contemporary spaces. Created with the innovative WallX technology, PURO offers an evolved interpretation of concrete: not as a cold, industrial surface, but as a refined material language, ideal for wall and floor coverings with strong aesthetic value. Its slim 7 mm thickness makes the slabs lightweight, practical and high-performing, while preserving all the strength of porcelain stoneware. The colour palette develops across six powdery, sophisticated shades — cipria, malva, avorio, salvia, gesso and cielo — designed to create harmonious combinations and delicate atmospheres. The collection is enriched by two distinctive decorations: Tropic, a continuous botanical motif produced with first-firing technology, and Plasmato, a three-dimensional structure with soft, organic lines. Two decorative interpretations that bring the material to life, transforming every wall into an expressive, luminous and deeply scenic surface.