New tile brand AMANE aims to preserve traditional craftsmanship

Riviera Co., Ltd., a leading importer of architectural tiles and stone materials, has announced the launch of a new domestic tile brand, “AMANE.” The brand is a collaboration between renowned tile artisan Fusa Shiraishi (who contributed to the design of Aichi’s anime theme park) and four kiln manufacturers from Gifu and Aichi (key regions in Japanese tile production.) The new brand, and aims to preserve traditional craftsmanship while exploring new artistic possibilities.

The global shift from natural stone to tiles, driven by advances in inkjet printing and manufacturing technology, has increased the demand for imported tiles in Japan. Despite their reputation for quality, domestic tile manufacturers face challenges such as declining production of mosaic tiles and the inability to produce larger formats commonly adopted in redevelopment projects. Shipment value for Japanese-made tiles has shrunk to 79.5% of past levels, highlighting the industry’s difficulties, according to data from the Ministry of Economy, Trade, and Industry.

Amid these challenges, the domestic tile industry is in need of transformation. The sector is also grappling with an aging workforce, with an average age of 63 for construction workers, raising concerns over the future of these traditional skills. AMANE is determined to nurture a new generation of artisans and sustain craftsmanship through collaborative production methods involving Gifu and Aichi’s renowned kilns.

AMANE focuses on handcrafted tiles, bringing to the forefront the intricate texture of ceramics, depth of glazes, and complex geometric forms. The brand’s design draws inspiration from the ancient Greek philosopher Pythagoras, who famously explored the connection between harmony, geometry, and numbers.

AMANE is scheduled for release in February 2025. The company hopes to inspire new artisans and bring fresh vitality to Japan’s tile craftsmanship, ensuring its cultural and artistic legacy endures.