Pamesa Ceramica & AmbiensVR: Ceramic Tiles & Digital Innovations at Cersaie

Virtual reality, augmented reality and multi-platform apps are all united in the presentation of digital solutions for marketing, showroom and customer sales activities.

Rome – Milan, September 2019

Pamesa Cerámica ( will be presenting all its latest new wall and floor tiles at Cersaie (stand B19-C20, hall 14, Fiera di Bologna, from September 23rd to 27th), with new extra-large formats and an extensive choice of innovative unique solutions conceived to meet the latest design trends.  


Among its new innovations, Pamesa Ceramica will be showcasing its latest technological developments, thanks to a collaborative initiative with AmbiensVR, an Italian start-up and leader in 3D rendering software and real-time services. Virtual reality, augmented reality and multi-platform apps have all been united in the presentation of digital solutions developed for marketing, showroom and customer sales activities. 

The technical sales team, made up of skilled staff from Pamesa Ceramica and the sales managers of AmbiensVR’ Spanish office, will be at clients’ disposal at the fair to demonstrate the apps’ functionalities.

  • PamesaVX Viewer allows users to view, interact with and tour digital settings using a touch-sensitive screen or virtual and augmented reality. The app shows the browser options that are available, depending on the device you use.  The settings and projects that can be viewed are real completed cases, and showrooms and architectural projects will be shown that can be shared and sent through a link to collaborators to speed up decision-making processes. This represents a big step forward for the building and refurbishment sectors and for the contract and retail markets. 
  • PamesaVX Planner is a tool created to facilitate design tasks. Using augmented reality or a simple 2D plan, users can swiftly create customized projects with products from the Cromat range in just a few minutes. The app can be used with a PC or mobile phone, making it easier to measure spaces and carry out full final onsite appraisals of chosen materials. Generated projects can be directly previewed in 3 dimensions and seen through the PamesaVX Viewer app.

Pamesa Cerámica has been immersed in a process of technological development for some time now, one which is leading to big changes in the industry and in the design of how architectural and interior design projects are implemented. 

Thanks to Pamesa’s forward-looking vision and AmbiensVR’s new developments, a new marketing channel has been created for ceramics tiles in building and design, uniting designers and distributors in order to meet end consumers’ needs, thanks to a cloud-based system that links sales networks and users with all the proposed services and apps. 

Given the imminent mass introduction of 5G data networks and advances in virtual viewing tools, like the new autonomous wireless Oculus Quest system, Pamesa Cerámica is even more prepared to tackle the new challenges and opportunities that innovations in digital devices offer. 

In the words of Veronica Vecci and Ennio Pirolo, the founders of AmbiensVR, “Thanks to this collaborative initiative, our company has strengthened its position in the Italian market and boosted its internationalization in Spain, the gateway to an extensive growing Spanish-speaking market.”  


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