Puro

PURO is the cement-effect collection by LA FABBRICA AVA, designed to transform ceramic surfaces into an essential, discreet and sophisticated architectural gesture. A uniform, lightweight and almost silent material, capable of shaping fluid, balanced and contemporary spaces.

Created with the innovative WallX technology, PURO offers an evolved interpretation of concrete: not as a cold, industrial surface, but as a refined material language, ideal for wall and floor coverings with strong aesthetic value. Its slim 7 mm thickness makes the slabs lightweight, practical and high-performing, while preserving all the strength of porcelain stoneware.

The colour palette develops across six powdery, sophisticated shades — cipria, malva, avorio, salvia, gesso and cielo — designed to create harmonious combinations and delicate atmospheres.
The collection is enriched by two distinctive decorations: Tropic, a continuous botanical motif produced with first-firing technology, and Plasmato, a three-dimensional structure with soft, organic lines. Two decorative interpretations that bring the material to life, transforming every wall into an expressive, luminous and deeply scenic surface.

Thanks to its essential aesthetic and WallX technology, PURO is the ideal choice for those seeking a slim cement-effect wall covering that is resistant and decorative, capable of combining contemporary design, technical quality and design freedom. Every wall can become an atmosphere: the material remains essential, the gesture becomes visible.