Book Review: Ceramics, Portugueses do It Better – Portuguese Ceramics, Tradition and Innovation is a book that shows how Portuguese ceramics drives the global market. This is a look into the tradition and innovation of Portuguese ceramics, with a focus not only on the assets, but also on the feelings and the centuries-old history of the national ceramic companies. This is a history that goes through the art and the know-how of the people who shape the raw material and make the Ceramic Industry perennial.
The new communication project, recently released by APICER – Portuguese Association of Ceramic and Glass Industries, is a showcase of the best that Portugal has to offer in the international market. The current challenges faced by the European Ceramic Industry, such as unfair competition, push the sector, in particular the Portuguese, to reinvent itself and opt for the necessary differentiation.
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“As important as the past, is to be able to adopt it with a sense of responsibility in the future, where almost everything is different because that is the law of life. The only similarities are in the challenges that gave us the roots of yesterday and shaped the picture of the ceramic of today …”, reference in the book’s preface, José Sequeira, president of APICER.
Along six core vectors namely, Tradition and Modernity; Excellence; Innovation and Design; Global Image; Social Responsibility; and Ceramics Lifestyle, the book “Portuguese Ceramics – Tradition and Innovation” shows excellence examples of the national Ceramic Industry. This is a bilingual publication (in Portuguese and English), with a photographic collection that testifies the incredible number of works and pieces that reflect the culture and identity of our country.
This work is based on the methodological concept of “uniqueness” and follows an approach that preserves the singularity of Portuguese ceramics in several domains. This is also the result of an extensive research and the collection of interviews and testimonies from several players from institutions and companies, artists, researchers and industry experts.
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