Rex
The Rex brand offered ceramic surfaces inspired by the most precious natural materials, delivering a strong decorative content for the creation of captivating, exclusive, luxurious and elegant environments.
The Evolution in Luxury Design
Before 2022, FLORIM was the "Corporate Brand," and all its products were classified under six brands: Floor Gres, Rex, Cerim, Casa dolce casa-Casamood, CEDIT, and FLORIM stone.
Starting from February 2022, Florim also became a "product brand," and the four "pioneer brands" (Floor Gres, Rex, Cerim, Casa dolce casa-Casamood) evolved into four distinct design expressions of FLORIM—each with its own style, inherited from the previous commercial brands.
The brand Rex
The Rex products, with their highly decorative content, were able to contribute to the creation of spaces as if they were a three-dimensional piece of furniture, creating seductive and enveloping environments.
Rex has been able to capture elements typical of a luxurious past with an ancient and elegant charm, reinterpreting and updating them to transform them into a valuable design contribution.
The Rex brand has evolved in the expression of Florim's Luxury Design.
The history of the brand
The orientation towards luxury of this brand is deeply rooted in its history. The very name chosen for the brand communicates its main value: Rex, in fact, derives from the Latin rex, regis, meaning King. Rex has always conveyed luxury, display, and irresistible charm, characteristics consistently expressed through the brand's collections.
The brand's story began in the 1960s (around the same time as Floor Gres) when Rex Ceramiche Artistiche was founded in Fiorano Modenese, a company with a very innovative vision for that period, conducting artistic research on ceramic products based on an industrial approach (as hinted by its name: "Artistic Ceramics").
During those years, Rex specialized in the production and marketing of coordinated floors and wall coverings with a very elegant and refined style.
With the advent of single firing, the company became a leader in the ceramic sector.
The positioning of Rex has always been high-end, offering elegant and sophisticated premium materials that evoke historical eras and distant places, catering to individual hedonistic needs. Marketing research, even decades ago, was a distinctive feature of the brand.
In the 1980s, Rex began collaborating with one of the most important names in Italian fashion, experimenting with new ceramic decoration techniques and presenting a style that was sober, elegant, refined, and voluptuous. This period saw the introduction of the first wood, leather, and fabric effects.
In the early 1990s, Rex was among the first companies in the industry to study a new material usually used for construction, fine porcelain stoneware, transforming it into an aesthetically appealing material through glazing techniques (common at the time was the classic salt and pepper look). This material began to become particularly suitable for residential spaces.
From materials inspired by terracotta, the brand moved on to collections inspired by slates, travertines, and woods, all characterized by a specific communication message and an aesthetic effect capable of captivating the consumer's imagination and senses. Rex thus aims to satisfy a human need related to sensations and emotions that guide daily living.
Rex's focus on the aesthetic study of surfaces led the company, in the 1990s, to use the first tintometers, creating the first collections marked by the logo "Materia e Colore" (Matter and Color) that featured colored mixtures matching the surface color of the product and used double pressing technology to enhance three-dimensional design.
The double pressing technology was a very prestigious decoration method that required significant production effort, involving two pressing stages for the same tile for decorative purposes. This technology allowed for the decoration of the tile's "structure" (its texture), creating a product where the body, surface, and edges had the same aesthetic effect and color. It was an extremely innovative process for that time.
In 1994, Rex was acquired by Florim and became one of its historic brands.