Page 54 - Designing Ways 253

WORKTOPS

“Changing The

World From

the Kitchen”

Innovation and
sustainability to

change the world

he global campaign showcases
how Silestone® has transformed small changes that, together, generate a Silestone® maintains all the properties
Tthanks to the patented HybriQ+® great revolution. and certifications in terms of resistance,
technology, which sets the course for real “With HybriQ+® we are once again performance and hygiene, while
and concrete sustainability in the design leading our sector and leading by increasing its aesthetic possibilities thanks
and architectural surfaces industry. example. We do something better and to the selection of premium minerals, and
Cantoria (Almería), 26 April 2022 — different, with the aspiration that it can the incorporation of recycled materials in
The new generations demand a more become the norm. This commitment to its composition.
sustainable world, a more humane way of sustainability now allows us to send a
life. This is how Cosentino has understood message of transformation to our clients, About Silestone® by Cosentino
it, which has completely transformed collaborators, specifiers and, of course, to Silestone® by Cosentino is the leading
Silestone® thanks to the development end users. A change to build the world we global hybrid mineral surface for the
of its exclusive HybriQ® and HybriQ+® want, to provide solutions to the future world of architecture and design. With
technologies. Just as it revolutionised the issues, and that has its epicentre in the more than 30 years at the forefront of
space of the kitchen with its commitment kitchen space”, says Damián Granados, VP the market, Silestone® offers unique
to colour, design and unparalleled Global Marketing of Cosentino Group. technical and design characteristics, such
performance more than 30 years ago, the “Changing The World From The as high resistance and hardness, easy
brand is now leading the way towards Kitchen” arrives in a digital campaign daily maintenance, high color consistency
sustainability in the space that has become that includes three versions spot (59”, and unparalleled beauty. Over the past
the epicentre of our homes. 40” and 30”), and will be distributed and few years, Cosentino has developed the
Under this approach, and with the localised in 21 countries, resulting in a innovative and exclusive N-Boost and
authority of being the world's leading total of 385 pieces including all formats. HybriQ – HybriQ+ technologies. The use of
brand of kitchen countertops and surfaces The campaign will be concentrated these technologies has meant a qualitative
for three decades, Silestone® by Cosentino mainly on social media, with focus on leap in the evolution of Silestone® in
is launching its most relevant campaign Instagram, although in some countries terms of functionality, quality, beauty
in recent years. Debuting in 21 countries it will be broadcast on TV. The spot has and sustainability. Silestone® consists
simultaneously, “Changing The World been created and developed jointly by the of a hybrid formulation of mineral raw
From The Kitchen” celebrates how the Cosentino marketing team, Wünderman- materials, such as quartz, and materials of
brand has evolved through industry- Thompson agency and Fight Films a recycled origin. Cosentino’s production
leading sustainability innovations, and producer, and directed by Ida Cuéllar. process is an environmental success story,
marks the first dedicated campaign since since it is carried out using 99% recycled
its rebranding in 2021. HybriQ+®, a new standard for the global water and 100% renewable energy, as well
With the example of HybriQ® and industry as reused raw materials.
HybriQ+®, a tangible combination of The innovative technology HybriQ+® The aesthetic and design possibilities of
innovation and sustainability, the global marks an entirely new product Silestone® are limitless for architecture and
brand calls for a more sustainable, composition and manufacturing method design professionals: it is available in over
environmentally friendly and humanistic for Silestone® - with a newly debuted 80 colours and a wide range of textures
world for all of us. The campaign puts sustainable manufacturing process that and formats. It is a perfect surface for a
forward the vision that the next revolution uses 99% reused water, 100% renewable large number of applications in kitchens
to change the world can originate from electric energy, zero water waste and a and bathrooms, as well as laboratories,
the kitchen. A disruptive innovation, minimum of 20% recycled raw materials. hospitals, hotels, restaurants and other
a “spark” like HybriQ® to generate a With HybriQ+®, sustainability coexists professional spaces. dw
movement for change that must be with the unique beauty and unrivalled
common and shared. Being aware and properties of Silestone® that have always www.cosentino.com/en-za/silestone/
committed, starting in our homes with characterized the brand. The new hybriq-technology/

54 Issue 253 • dw