The ‘Macael Marble Brand’ conquer New York in a spectacular event celebrated in the Metropolitan Museum
- More than 100 guests, mostly architecture and design professionals, attended the Metropolitan Museum of Art in New York (MET) in an with the participation of the General Secretary of Economy and President of Extenda, Gaspar Llanes; the Government Delegate in Almeria, Gracia Fernández Moya; and the AEMA President, Antonio Sánchez. The Spanish Ambassador to the United States, Pedro Morenés, was in charge of closing the event.
- Another of the great protagonists of the night was the Patio of Honor from the Castle of Vélez Blanco, work of singular beauty and artistic quality realized in White Marble of Macael and that is exhibited in the MET. The Patio of Honor was the stage chosen to transfer to the guests all the qualities and benefits of materials that are increasingly prestigious and internationally renowned.
The Macael Marble Brand has become bigger. And its premiere could not be more spectacular and symbolic. Under the organization of AEMA (Association of the Marble Industry in Andalusia), and the Counseling of Economy and Knowledge of the Andalusian Government, through Extenda, this brand, that encompasses the manufacturers and distributors of the Macael Marble, made last night its official presentation act for the United States at the Metropolitan Museum of Art in New York (MET).
The event was attended by more than 100 people, mostly representing the powerful community of architects and designers in New York, as well as various professionals from other cities of the United States and some of the most notable sectoral media. All of them were able to know firsthand the current status and future plans of an offer of materials that is increasingly prestigious and internationally renowned.
The General Secretary of Economy and President of Extenda, Gaspar Llanes; the Government Delegate in Almeria, Gracia Fernández Moya; and the president of AEMA, Antonio Sánchez, participated at the act. In addition, the Spanish Ambassador to the United States, Pedro Morenés, who wanted to support this initiative in one of the first public events attended by his new position, closed the event.
The presentation also served to officially announce the new Macael Brand Ambassador for the United States, Pamela Durante, who was President of IDLNY (Interior Designers for Legislation New York) from July 2016 to July 2017, President of ASID NY METRO from 2011 to 2012 and currently runs the cabinet “Atelier Durante Interior Design-PLLC”. Furthermore, the Architect and member of the American Institute of Architects (AIA), Earl Jackson, transferred the potential and values of the Macael Brand to the attendees, during his speech.
Another one of the great protagonists of the night was the Patio of Honor from the Castle of Vélez Blanco, work of singular beauty and artistic quality, realized in White Marble of Macael, and that is currently exhibited in the MET. The Patio of Honor was the best scenario to convey to the guests all the qualities of this noble material, as it related during his presentation, the expert, with Spanish background, Ines Powell. Powell, an official speaker of the MET for more than 30 years and specialist in Spanish art, explored all the history linked to this reference work of the Renaissance in Spain.
In his speech, Antonio Sánchez, President of AEMA, insisted that “the main message we want to convey is our highest respect and recognition of the legacy of many small and family businesses that have a priceless experience, a know-how inherited from generations that allows us to participate in prestigious projects all over the world. To this solid base, the differential of the firms of our region, we add innovation, continuous improvement and the application of the latest technologies. The result is a very high competitiveness in our industry that, I am convinced, will guarantee success in the challenges and projects that remain to be done. ”
This gala of presentation culminates a few intense days in the North American country where the Macael Brand has also been the protagonist of different meetings and commercial contacts by 11 Almeria firms and 13 North American companies, highlighting the meetings of eight companies with four studies of Architecture of New York, as well as with different businessmen from Miami. The participating companies have been Gutiérrez Mena, Mármoles Camar, Cuéllar Arquitectura, Mármoles La Viña, Crumar Project, Mármoles Pérez García, Canteras Luis Sánchez, Luxury Stone Tino, Hermasa Cosaga, Mármoles Antonio el de Pura and Cosentino.
As Antonio Sánchez, AEMA President, points out, “The United States is a key market for us. It accounts for almost 40% of total sales and is therefore not the first time we have developed our commercial and promotional activity here. But certainly, this occasion has been special. To be able to transfer the relevance of the Macael Brand to the main prescribers of the architecture and the design of New York in the framework of the MET, and taking as a scenario the Patio from the Castle of Vélez Blanco has been a sample of the enormous potential not only of the sector itself but also of the Brand. We are convinced that this event will be a turning point in both the United States and internationally. ”
Macael Brand, the best representation of an entire sector
The Macael Brand initiative is supported by the ‘Macael Brand Foundation’, a platform promoted by the Association of the Marble Industry in Andalusia (AEMA). The objective of this platform is to act as a promotion and marketing tool for the sector, giving international recognition of the attributes, values and benefits of the Macael Marble, and to make it recognized as a brand.
Behind all of this are the know-how, entrepreneurship and innovative capacity of many businessmen and workers in this region of Almeria, who are able to constantly adapt and carry out works of any size and of the highest quality anywhere in the world. This industry has been able to resurface and reinvent itself. Not only have there been great advances in the exploitation of the material, but also in the commercialization and transformation of it. From being an extractor center, Macael has become a transforming center of the Natural Stone, internationally recognized.
As Antonio Sánchez, President of AEMA, says, “we are in a situation of slight but firm recovery, where, as the latest data on growth in sales, exports and employment generation reflect, we have recovered the lost ground during the crisis. And this is being achieved thanks to the internationalization, innovation and know-how, precisely the values that the Macael Brand intends to reflect. The challenge for the future is to lay the foundations and consolidate this current rate of growth, and it is essential to insist on promotional events such as those taking place in New York these days. ”
An exporting and growing sector
Currently, the Marble Sector maintains an upward trend with a sales figure in 2015 that is close to the 1 billion between sales generated from Andalusia and sales from all over the world. Specifically, following 2015, the turnover of the sector with total sales from Andalusia reached 639 million euros, of which 327 (51.2%) was sold internationally. And it is that we are before an eminently exporting sector. According to data from the Association of the Marble Industry in Andalusia (AEMA), between 2011 and 2015 has gone from 150.8 million euros in exports to 327.6 million euros, doubling the value of exports in just four years.
In terms of employment, for the first time since 2010, in 2007, 3,700 direct jobs were surpassed in this subsector of the Valle del Almanzora region. This also meant that, for the first time in many years, the 10,000 jobs between direct and associates – in ancillary industries or related services such as transport or inputs – were surpassed. As of April 30 of this year, the number of direct jobs in the sector already amounts to 3,812 workers.
“Today, the companies that make up the sector are able to develop new, unique designs that distinguish us from the rest of the market and, ultimately, take the good name of our materials to the end of the commercial chain as synonymous with guarantee and quality. Our intention is to continue betting on the exterior promotion and the Macael Brand as an umbrella of materials that meet all the requirements to adapt to the needs and tastes of professionals in architecture and design, as well as citizens worldwide “, concludes Sánchez.