Taking the floor: Philippine supports Middle East's advocacy on design sustainability

The region's rulers, Sheikh Khalifa bin Zayed Al Nahyan of Abu Dhabi and Sheikh Mohammed bin Rashid al-Maktoum of Dubai, issued directives to align these developments with internationally recognized green building standards.

They call upon construction developers and suppliers around the world over to take part in Emirate's vision and support their advocacy on design sustainability.

The Philippines' building materials sector is quite supportive of the proposed sustainability practices that the region's rulers are upholding for today's Emirates.

One of the country's leaders in the manufactured stone veneer, Piedra Systems, aims to address this construction trend by presenting its environment-friendly product to The Big 5 Show in November this year.

The Big 5 Show touted as the longest running exhibition for construction materials in the Middle East is highly considered as the most effective venue where one can introduce quality products in the discriminating Arab market.

Green inspirations from nature

Piedra Systems' first participation in The Big 5 Show ten months ago resulted in a long-term distribution contract with a Middle East company and with channels in Dubai.

"Our stone veneers that exactly replicate the colors of nature greatly complement the stucco structures and simple lines of Middle East architecture," said Alan Guzman, Vice President of Piedra. "Piedra can also be used for the interiors, the hand-painted stone veneers' unique color patterns let the beauty of lavish furnishings and ornamental rugs stand out."

he added.

A manufacturer of mix-cement manufactured floor tiles at the beginning of their business.

Piedra Systems then advanced to stone veneer manufacturing buoyed by "green" inspirations from nature.

The company's continuous commitment to research and development led them to manufacture stone veneers that resemble the distinct textures, patterns, and colors of stones found in the different parts of the world.

"This innovation saves mountains, rivers, and other natural stone sources from exploitation as a result of indiscriminate quarrying." Guzman emphasized.

Trading lightly

Before joining the Middle East fair, Piedra's stone veneers gained success in Japan.

"Our company can customize the components of our products to withstand extreme heat or cold," said Guzman.

Piedra Systems' stone veneers are made of lightweight yet strong components, and hand painted with pigments to give unique characteristic to each piece.

The stone veneers are approximately a quarter of real stones' weight and could adhere to most wall surfaces.

Clients can choose from its wide array of stone veneers, such as regular bricks, valley ledgestone (irregular-size stones with 11 color variations), flat ridgestone (low relief stone perfect for piers and columns), canyon edgestone (with varied stone thickness to capture light and shadow), castle stone (massive shaped stones and grout less appearance), split edgestone (thin layered stacked bricks), and mountain terrace (rugged stone profile).

"Being in tune with the trends of the global market, specifically the Middle East made Piedra Systems' stone veneers stand out in The Big 5 Show," Guzman said.

Guzman also emphasized that continuous presence in the fair will help the company establish a reputation and merit the trust of the Middle East buyers.

"Being present for three or more consecutive times in the fair will convey the message that you are ready and serious to do business with the Middle East," Guzman added.

This year, the Center for International Trade Expositions and Missions (CITEM), an agency of the Philippines' Department of Trade and Industry (DTI), will lead the delegation to The Big 5 Show, slated 23-27 November.

The Philippine booth will occupy booths MC 40, 42, 44, 46, 48, 50, 52, 54, 56, 58, 60 of the Main Concourse of the Dubai International Exhibition Centre.

After The Big 5 Show, the whole delegation will visit the Hamriyah Free Zone in Sharjah, and will proceed to Kuwait for a Business Mission on 29-30 November for possible meetings with the Kuwait Chamber of Commerce and Industry and tour of the Kuwait Free Trade Zone.

For two consecutive years, the Philippine building materials manufacturers were able to capture the interest of the Middle East buyers through The Big 5 Show.

The fair is the largest and longest-running construction and contracting event in the Gulf region, which became a strong and essential meeting place for the different countries to meet consultants, architects, developers, and contractors.