Made for the future

Fibre cement has developed considerably in recent decades. For the better, of course. Cedral manufactures fibre cement panels for roofs and façades and shows how it can be done. Without any fear of contact.

Architect@Work, which took place on 6 and 7 November in Berlin, met Vera Gerdes for an interview. She has been Marketing Manager at Cedral since 2016 and is in charge of the commercialisation project for the ‘Cedral Collection’ and thus its implementation and launch. She is also responsible for Cedral's trade fair appearances at Architect@Work. In this interview, she talks about her values, developments and vision for the future.

Times are fashionable, fast-moving and superficial. Cedral completely and deliberately focuses on the opposite. Why?

Cedral believes in values such as durability, quality and sustainability. The origin of this lies in the use of our products: we are not an outdoor luminaire that you just replace because you no longer like the shape. While trends are often fleeting, Cedral products stand the test of time - both aesthetically and functionally. That's why our façades are not only durable, but also timelessly designed to preserve and emphasise the character of buildings for years to come.

There was a time when fibre cement didn't have the best reputation. How did you manage to improve the image of fibre cement again? What is the appeal of the material?

Not only has the product evolved, but also the requirements in the construction industry: Today, fibre cement impresses with its versatility - be it in design, colour or resistance to weathering. The combination of a modern look and technical excellence makes the material particularly attractive today. Improving the image of fibre cement is therefore based on innovation and quality. Continuous research has made the products more aesthetically pleasing, more durable and more sustainable.

‘Sustainable’ and “fit for the future” - two terms that sound a bit hackneyed, but have been important in the architecture sector for years and will remain so. To what extent have these two terms become part of your product's DNA? Or even in the DNA of the company?

It is a pity that ‘sustainable’ and ‘future-proof’ are hackneyed terms for others, because for us, all our actions are based on these values. They are anchored in our corporate principles. Our façade tiles and panels are made from natural and recyclable materials, which emphasises their environmental compatibility. At the same time, we offer solutions that conserve resources thanks to their durability. These values also characterise everything we do - from production and the supply chain to our partnerships with architects and building owners.

The new colour palette from Cedral is very attractive but timeless. What criteria are used to select the colours represented in the four collections?

The colour selection is based on comprehensive market analyses, design trends and collaboration with colour experts. We put a lot of project work into this and painted many colours from our range. This first had to be explained to the trade, which ultimately benefits here, especially in terms of logistics. We are delighted that we received a lot of good feedback on the colours at Architect@Work in Berlin - so the research has paid off! With the new colour selection, we have created a palette that is as small and diverse as possible, which is both modern and at the same time harmonious and durable. Each colour should be aesthetically pleasing and versatile to emphasise the character of different buildings and make Cedral relevant for different projects.

How long did you work on it and what did you put into it?

The development of the colour palette was a multi-year process that involved careful research, market analysis and feedback from clients and customers. Design trends and long-term colour perceptions were taken into account to create a collection that is both practical and inspiring - after all, people should live, work and feel at home in the buildings.

As a manufacturer, isn't it tempting to include ‘The Colour of the Year’ in the range, for example as a special edition? Or would that go against the principles?

We understand the appeal of current trend colours, but Cedral remains true to its philosophy: timeless designs and sustainable products. A ‘colour of the year’ might be conceivable as a limited special edition, but would never affect the basic principles of our collections. Our priority is long-term aesthetics, not short-term fashions.

You have carried out an elaborate, important market analysis. Why is it so important to research and listen carefully when talking to architects and end customers?

Our customers, such as architects, craftsmen, specialist retailers and end customers, are the key to a product's success. Their needs, ideas and challenges provide us with valuable insights that we can incorporate into product development. By listening to them, we create solutions that are not only visually appealing, but also functional and fulfil the requirements of the market.

For which project is a façade panel from Cedral just right? Are there any limits?

Cedral façade panels are the perfect solution for a wide range of projects - from residential buildings to educational and hotel buildings to office and commercial buildings. Their versatility and durability make them ideal for modern architecture and refurbishments. There are hardly any limits as long as the focus is on design, function and durability.

What is your vision for the future in terms of colours and materials? Where will the journey take you?

Our façade solutions are already aesthetic and durable, but there are no limits when it comes to research into technical innovations and sustainability - it will be exciting to see what develops in the future. In terms of colours, we want to focus even more on natural, earthy tones and versatile designs that emphasise the architectural character of a building. In terms of materials, the journey will be towards even more sustainable, lighter and more resistant solutions that further reduce the ecological footprint.

© All images: Cedral

www.cedral.com