“This isn’t just a showroom, it’s an art gallery,” says Stone Tile president Daniel Sultan. And he’s not exaggerating. Situated in the heart of Vancouver’s bustling False Creek and designed by celebrated Canadian designer Italo di Pietro, the new Stone Tile International Showroom is a civic beacon — and a hub of Canadian design culture. A striking contrast to the drab, far-flung suburban warehouses and sprawling parking lots that typically characterize tile and flooring distributors across North America, the elegant four-storey complex meets the city with an urbane and engaging frontage. At night, it lights up like a lantern.

Since the showroom’s opening last fall, the space has been animated with events and educational programs — including, of course, the everyday designer visits. “Throughout its history, our business has always been about building relationships, and it’s still the best part of the job today,” says Stone Tile founder Sylvia Benchimol, reflecting on the company she launched in 1991.

“Our vision was always to be different,” says Sultan. “We are continuously striving to provide a seamless, unique and unparalleled experience. When people come in, they might be here for the products, but we also create an experience and a narrative — helping designers understand the product, how it came to be and how it is meant to be appreciated. And it’s natural to have a narrative, because the way we see it, architects and designers are artists too. We try to get to know their needs and understand their conceptual ideas, not make it just a transaction.”

It’s an ethos that’s palpable throughout the Toronto showroom, which helped spur the evolution of the Castlefield Design District when it opened in 2002. The company continues to build and grow as it expands, such as by leading the industry in international e-commerce, where Stone Tile is striving to create the most convenient and personal customer experience in the home finishings industry. The brand’s Instagram channel is a source of design inspiration and insight, covering topics from the history of travertine to the latest innovations in 12 millimetre porcelain. And while e-commerce and social media are typically used as mere promotional tools, Stone Tile takes a characteristically non-transactional approach to them, emphasizing the same dedication to care, education and relationship-building that defines the brand.

Throughout its evolution, Stone Tile has remained a family company, led by the mother-and-son executive team of Benchimol and Sultan. Back at the flagship showroom in Toronto, an industry-best selection — comprising natural stone, wood and vinyl, and large-format slabs, along with an exceptional collection of natural and manufactured tile — is complemented by a friendly ambiance and undeniable passion. Even on a relatively quiet winter afternoon, staff and visitors are buzzing with energy — and design inspiration. “We feel blessed to count most of our clients as personal friends, and we love to live by the motto, ‘We can only work with people we like,’” says Benchimol.

The same dedication to design extends to the showroom, where product displays are accompanied by their respective creative backgrounds, on tiles by designers that range from Patricia Urquiola and Michael Anastassiades to Konstantin Grcic, Barber Osgerby, and Ronan and Erwan Bouroullec, to name just a few. The adjoining — and freshly reopened — ST2 Outlet is a case in point. Whereas most companies relegate discounted products to back rooms and clearance racks, ST2 epitomizes Stone Tile’s signature sophistication. As Benchimol puts it, “These are still beautiful products, and they deserve a beautiful showcase. They deserve the same care and attention. We want to go the extra mile. As we like to say, ‘We care beyond.’”

This content was published by Azure on behalf of Stone Tile.