





Why choose PURO, the new cement-effect collection made with the innovative WallX technology
PURO is the new cement-effect collection by LA FABBRICA AVA, designed for contemporary wall and floor coverings. Powdery shades, distinctive decorations and a refined aesthetic reinterpret concrete in a softer, more decorative way, transforming every space into a balanced environment rich in atmosphere.
The collection expresses a new idea of ceramic surface, where aesthetic value meets the technological evolution of WallX.
WallX is the innovative and exclusive technology developed by Gruppo Italcer, designed to redefine the concept of ceramic wall covering.
An avant-garde project that combines refined aesthetics with high technical performance, overcoming the limits of traditional materials and paving the way for a new generation of surfaces.
The name WallX was created to immediately convey its identity: Wall, its intended application. X, the symbol of variability, evolution, and adaptability. But X is also the meeting point of two fundamental dimensions of our work: technology and aesthetics. An intersection where technical precision meets the language of design. An invisible line that connects what is necessary
with what is emotional.
With a reduced thickness of just 7 mm, WallX allows the creation of lightweight,
manageable, and high-performance coverings.
However, its uniqueness is not limited to technical features: what truly sets it apart is its aesthetic value. Intense and vibrant colors, elegant textures, finely detailed reliefs, and expertly executed first-fire decorations give life to an evolved ceramic surface capable of enhancing any environment with style, from residential spaces to public and commercial
settings.
To date, Italcer is the only group to offer a porcelain stoneware product that uniquely combines lightness, durability, and decorative quality. A distinctive positioning that offers a real advantage to the most demanding designers.
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WHITE BODY WALL TILES |
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| Workability
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SAME WORKABILITY AS WHITE PASTE WallX allows cuts, holes, and recesses with the same ease as white paste, but drastically reduces the risk of breakage on site and during handling. |
| Strength
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ALL THE STRENGTH OF PORCELAIN STONEWARE Remarkable resistance to impacts, wear, scratches, moisture, stains, and household chemicals: ideal for bathrooms, kitchens, and high-traffic areas. |
| Suitable
for flooring
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ALSO SUITABLE FOR FLOORING Technology applicable to all surfaces, not only wall coverings but also flooring, and compatible with underfloor heating systems. |
| Logistics
efficiency
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LOGISTICS EFFICIENCY AND WASTE REDUCTION WallX guarantees less fragility, fewer breakages and consequently reduces issues on construction sites. |
| Thin
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THIN PORCELAIN STONEWARE With only 7 mm thickness, WallX guarantees lightweight, practical, and durable coverings and floors. |
| Superior
aesthetics
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SUPERIOR AESTHETICS Shiny surfaces, refined textures, and precise decorations, all made in first firing, for a unique visual impact. |
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WALLX
TECHNOLOGY MEETS DESIGN
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PASTA BIANCA DA RIVESTIMENTO | ||
|---|---|---|---|
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Workability
⚙️
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✓ | ✓ |
STESSA LAVORABILITÀ,
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Strength
🔨
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✓ | × |
TUTTA LA RESISTENZA
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Suitable For Flooring 👠
|
✓ | × |
ADATTABILE ANCHE AI
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Logistics Efficiency 📦
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✓ | × |
EFFICIENZA LOGISTICA
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Thin
↕
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✓ | ✓ |
GRES PORCELLANATO
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Superior Aesthetics ◇
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✓ | ✓ |
ESTETICA SUPERIORESuperfici brillanti, strutture raffinate e decori precisi, tutti realizzati in primo fuoco, per un impatto visivo unico. |


