The Rex brand offered ceramic surfaces inspired by the most precious natural materials, delivering a strong decorative content for the creation of captivatingexclusiveluxurious and elegant environments.


The evolution into Luxury Design

Before 2022, FLORIM was the “Corporate Brand” and all its products were classified under six subcategories: Floor Gres, Rex, Cerim, Casa dolce casa – Casamood, CEDIT and FLORIM stone.

In February 2022, Florim also became a “product brand”, and the four “pioneer brands” (Floor Gres, Rex, Cerim, Casa dolce casa – Casamood) evolved into four FLORIM expressions of design, each with its own style inherited from its forebears.

The Rex brand evolved into Florim’s expression of Luxury Design.



The Rex brand

Due to their highly decorative content, Rex products were able to contribute to the creation of spaces akin to a three-dimensional piece of furniture, resulting in enticing and enveloping environments. Rex succeeded in capturing typical elements of luxury with an ancient and elegant flavor from the past, and reinterpreting and actualizing them into valuable contributions to design.


The history of the brand

The luxury orientation of this brand is rooted in its history. The very name chosen for it communicates its core value: In fact, Rex comes from the Latin rex, regis and means king. Rex has therefore always communicated luxury, showiness, and irresistible charm, characteristics that have forever been conveyed through the brand’s collections.

The brand’s history began in the 1960s (the same years as Floor Gres) when Rex Ceramiche Artistiche was founded in Fiorano Modenese. This company had what was an already highly innovative vision for that period, attending to its artistic research on the ceramic product according to a base with an industrial orientation (as we can intuit from its name: “Ceramiche Artistiche”).

In those years, Rex specialized in the manufacture and marketing of coordinated floor and wall coverings of very elegant and refined style.

With the advent of single-firing, the company became a leader in the ceramic industry.

Rex’s positioning has always been at the high end of the market, offering elegant and sophisticated materials that evoke historical eras and faraway places to meet individual hedonistic needs. The concept of marketing research was already a hallmark of the brand in decades of yore.

In the 1980s Rex began his collaboration with one of the most important names in Italian fashion, experimenting with new ceramic decoration techniques and proposing an unpretentious, elegant, refined and voluptuous style. The first wood effects, the first leather effects, and the first fabric effects arrived on the scene.

In the early 1990s, Rex was among the first firms in the industry to study a new material normally used for shipbuilding, fine porcelain stoneware, with a view to making it aesthetically appealing through the use of glazing techniques (classic salt-and-pepper was popular in those years). This material therefore began to develop into one particularly suitable for residential environments also.

From terracotta-inspired materials, there has been a shift to collections inspired by slates, travertines and woods, all of which are distinguished by a specific message which aims to communicate an aesthetic effect capable of moving consumers and striking their imaginations and senses. Rex thus targets the satisfaction of a human need related to the sensations and to the emotions that guide humans in their everyday lives.

Later in the 1990s, Rex’s orientation toward the aesthetic study of surfaces led the company to use the first tintometers, producing the very first collections marked by the “Materia e Colore” (Matter and Color) logo, which involved the use of colored bodies in line with the coloring of the product surface, and double-pressing technology to pay particular attention to three-dimensional design.

Double-pressing technology was a highly prized mode of decoration that involved considerable production effort by positing two pressing steps for the same plate for decorative purposes. Indeed, such technology allowed the “structure” of the tile (its texture) to be decorated to achieve a product in which the backing, surface and edges had the same aesthetic effect and color. It was therefore an extremely innovative process at that time.

In 1994 Rex was acquired by Florim and became one of its historical brands.


The Rex brand evolved into Florim’s expression of Luxury Design.


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