Atlas Concorde opens the door to LOG

Log World is the new Atlas Concorde collection, originating from the desire to raise the ceramic wood effect to a new dimension, opening the door to a novel stylistic frontier. To do this Atlas Concorde partnered with ITLAS, a leading manufacturer of custom wood flooring and furniture that combines Italian craftsmanship, innovation, and sustainability to create high-quality design solutions. Intended for both indoor and outdoor spaces, it features five looks in two graphic variants and a wide range of decors, including large-format slabs.

This synergy with ITLAS resulted in two collections: LOG and LOG Cansei, which represent an evolution for Atlas Concorde when it comes to wood-effect porcelain tiles. In fact, the two collections are unique in the market.

Image credit: Atlas Concorde

“At Atlas Concorde we know only one way of doing things: the best way possible,” explained Maurizio Mazzotti, Atlas Concorde CEO. “And for a key aspect of our business, such as the wood effect, we decided that we wanted to do more to take them to the next level. When we chose to launch two wood-effect collections, we realized that if we really wanted to make a difference we would have to go to the source of this natural material. Here, ITLAS was the obvious choice.

“Indeed, we have numerous things in common,” continued Mazzotti. “First and foremost a long-term vision, a passion for product and design, a love of detail, and a closeness to the local region. So we started from the origin and went looking for the secrets of wood where they are kept. Then we came back to the company and studied and replicated the woods we’d found, adding our ceramic expertise. Thus LOG and LOG Cansei set a new standard for wood-effect ceramic tiles because they were made in partnership with people who really understand wood. These two collections will be followed by others, with the goal of making Atlas Concorde a unique excellence in the industry.”

Image credit: Atlas Concorde

“This is the first time that a business specialized in natural wood has partnered with a ceramic tile company to create a unique wood-effect collection,” added Efrem Grasselli, Marketing Director at Atlas Concorde. “Two materials that up until now have been considered alternatives were merged into a single project under the banner of freedom of choice, co-designed by two partners, combining our two areas expertise to produce Log and Log Cansei.”

When designing LOG, ITLAS selected the best exemplars of oak for Atlas Concorde, and the two companies studied their characteristics together: from the surface texture to the colours, from the reflections to the veining, not to mention the knots and other micro-details. This study of the details gave rise to extremely realistic surfaces, which bring out the details of the original material by naturally recreating the typical grain of oak.

Image credit: Atlas Concorde

LOG thus combines the practicality of ceramic tiles with the natural look of the finest oak, making it possible to use the wood effect not only indoors, but also outdoors and in wet areas, offering two graphic variants, five colours, and seven different decors.

The two graphic variants – Natural and Forest – draw inspiration from the natural wood selected in the design process. Natural has a uniform background tone and is distinguished by a particular richness of detail: it has the flaming typical of oak and medium-sized filled cracks. Forest, on the other hand, has a variegated background colour and details of great personality, a light area typical of sapwood (the youngest woody part of the trunk of trees), and the characteristic flaming of oak with visible colour shifts.

Both Natural and Forest are available in five natural colours: Bright Oak, a light honey shade with a delicate greyish grain that interprets bleached woods in a contemporary manner – Icon Oak, a straw-coloured shade with hazelnut undertones and details that features the iconic colour of untreated oak while conveying a timeless elegance –  Amber Oak, a warm honey version with intense amber details that reproduces a warm, vibrant effect that adds brightness to the room – Deep Oak, a light-brown shade with hazelnut undertones for a deep, enveloping effect, ideal for upscale spaces – Moon Oak, whose background colour is hazelnut with elegant pearl hues: a refined, relaxing solution that also fits well in wellness spaces.

Image credit: Atlas Concorde

LOG includes a wide range of wall and floor decors. The Chevron decor, for example, gives the floor a dynamic pattern with a neat, symmetrical appearance that can be used in both traditional and contemporary settings. Classic Frame, on the other hand, is inspired by the chests of the early 1900s, and offers a contemporary take on a classic, geometric design where the wood veins create a star pattern. With Modern Frame 1, planks of irregular shapes intertwine, creating an asymmetrical pattern that conveys a modern, simple esthetic. Modern Frame 2 is a dynamic pattern thanks to thin planks arranged diagonally and parallel that intertwine at varying angles.

Line is a graphic pattern with vertical strips interspersed with lines in a contrasting colour. The vertical orientation of the decor combined with the height of the large 120×278 centimetre slab gives the walls movement and makes them feel more ‘light’.  Finally, Tatami 3D evokes a traditional Japanese wooden floor with alternating parallel planks of varying thickness. And it is precisely this three dimensional alternation that creates interactions of light and shadow that add great depth to the surfaces.

Image credit: Atlas Concorde

Thanks to the technical properties of porcelain tiles, the LOG collection can also be used to furnish outdoor spaces using the decorative Deck solution with a 20 millimetre thickness, designed for a variety of settings, from private gardens to public spaces such as parks and resorts. Inspired by outdoor decking, the tile features a graphic pattern of juxtaposed slats with a knurled surface. Finally, LOG also includes solutions for walls in 120×278 cm and 50×120 cm formats with a 3D effect.

The LOG Cansei collection draws its inspiration from the beech tree of the Cansiglio Forest– one of the largest beech forests in Europe, located between the Veneto and Friuli-Venezia Giulia regions – offering a unique look that has never been seen before in the ceramic market. In fact, the Cansiglio beech is a very special beech. Used in the past by the Republic of Venice as a ‘forest of oars’ for its shipyards, the beech grows at an altitude of 1,200 meters in karst soil, and these characteristics make it unique in the world. The particular combination of altitude, sun exposure, and climatic conditions create an ideal environment for the development of high quality trees with unique esthetic characteristics in terms of value and beauty.

Image credit: Atlas Concorde

LOG Cansei’s surfaces reproduce the original Cansiglio beech in every detail, respecting its soft tones, natural knots, and typical contrasting central core, as well as its delicate flaming, subtle longitudinal grain, and mirroring. The original woods have been faithfully reproduced on the ceramic surface and maintain all their natural, rich detail, so much so that the ceramic surface produced by Atlas Concorde features a slight surface texture perceptible to the touch.

The collection expands on the original colour of the Cansiglio beech, offering five different shades, whose names evoke the city of Venice and the history behind the original material (Darsena, Murano, Sospiro, Fenice, Rialto). In this way Atlas Concorde extends the nature of the Cansiglio Beech, amplifying its relevance. The Grip Sensitech surface, available in all colours, allows the collection to be extended from the indoors to the outdoors thanks to the characteristics of porcelain tiles that guarantee the strength and durability of ceramic wood outdoors.

Image credit: Atlas Concorde

Log World, with LOG and LOG Cansei, marks the beginning of a new era of the ceramic effect with two different woods, 15 colours, and eight different formats designed for indoor and outdoor use. The esthetics are complemented by technology: both collections feature Atlas Concorde’s proprietary Sensitech technology (European patent), which, thanks to its non-slip properties, provides a high level of slip resistance, making the surface easier to clean than those produced using traditional methods.

Atlas Concorde is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: Atlas Concorde

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