25 Years of Expo Revestir: LAMOSA Group in Brazil—A History of Innovation Brought to the Market

For 25 years, Expo Revestir has brought together the construction, architecture, and interior design industries around a single purpose: to share the latest developments that will shape the Brazilian market in the coming months. More than just a trade show, it has become the leading national showcase for trends, technologies, and innovation in finishes.

This journey also intersects with that of the LAMOSA Group in Brazil, which owns the brands Roca Cerámica and Incepa Revestimentos. Over the course of 13 editions of the trade show, these brands have made Expo Revestir their primary platform for unveiling new products, introducing innovative solutions, and keeping pace with industry trends, thereby strengthening a relationship built on innovation, pioneering spirit, and ongoing dialogue with architects, specifiers, retailers, and consumers.

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A history of innovation brought to market

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It was at Expo Revestir that the technological advances developed by the LAMOSA Group in Brazil gained national recognition. In 2016, the company took one of the most important steps in its history by acquiring the first Continuous+ SuperCompactor in the Americas. This initiative positioned the group as a pioneer in the production of super-sized porcelain tiles and foreshadowed a trend that, years later, would take hold in the Brazilian market. 

Two years later, in 2018, the equipment began operating, enabling the production of 120 x 120 cm tiles just 7 mm thick for the brands Roca Cerámica and Incepa Revestimentos.

Thus, at the 2019 edition of Expo Revestir, Roca Cerámica unveiled at its booth the result of years of investment, research, and development that have positioned the company as a pioneer in launching its Superformatos line in Brazil —the 120 x 120 cm size.

But it was in 2020 that the trade show echoed the brand’s disruptive vision with the introduction of the 100 x 200 cm and 120 x 250 cm Superformats, offering even greater design freedom for applications on floors, walls, furniture, and facades.“Without a doubt, Expo Revestir served as a powerful clarion call announcing the transformations that porcelain tile has begun to bring to architectural projects,” says Sergio Wuaden, Managing Director of the LAMOSA Group in Brazil and Chairman of the Board of Directors of Anfacer.

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With the 2021 edition canceled due to the pandemic, another milestone was announced in 2022: the acquisition of the second Continuous+ SuperCompactor, making the LAMOSA Group in Brazil the only company in the Americas to operate two machines with this technology. The investment enabled the expansion of the SuperFormatos line to include sizes of 160 x 160 cm and 160 x 320 cm.“The market response was extremely positive. The porcelain tiles have broken the boundaries of being used solely for floors and walls to also be incorporated into furniture designs,”shares Wuaden.

‍2023 marked the moment when Incepa introduced its Superformatos series. Through its booth at Revestir, the market was introduced to the brand’s new 120 x 120 cm offerings. For Roca Cerámica, this was a time to consolidate its Superformatos line, featuring new series, sizes, and cutting-edge finishes such as Micro Crystal—with its intense shine— Soft Touch, and Carving technology, which creates micro-reliefs that enhance the visual realism of the tiles. This edition of Revestir also brought satisfaction and pride with the win of the Best in Show award in the Best Large-Format Porcelain Tile category, thanks to the launch of the Infinity Series in its 160 x 320 cm size.

In 2024, Roca Cerámica and Incepa incorporated new technologies that enhance the realism of the stone designs featured in their collections. Among these is Mineral LAB, the result of applying granules made from precious minerals to the surface of the porcelain tiles, which react to heat during the firing process. The process provides greater richness in graphic detail and contributes to more sustainable production by reducing water and raw material consumption.

Later that same year, the LAMOSA Group in Brazil also showcased BioSafe, a technology incorporated into the SuperFormatos production process using silver nanoparticles, capable of eliminating 99% of viruses in up to 15 minutes.

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Throughout its participation in Expo Revestir, the LAMOSA Group in Brazil also transformed its booths into an extension of the brands’ creative capabilities. In each edition, Roca Cerámica and Incepa sought to develop signature spaces capable of demonstrating, in practice, the technical and aesthetic potential of porcelain tiles.

This track record gained international recognition in 2026, when the Roca Cerámica booth presented at Expo Revestir 2025 received the iF DESIGN AWARD, considered the world’s most prestigious design award. Honored in the Trade Fair Stand category, the 300-square-meter “ projeto ” boldly explored geometry through angular structures, mirrored surfaces, a sensory tunnel, and monumental totems.

In closing, 2026 was marked by the launch of new collections, such as Granato and Lumina, within the Roca Cerámica portfolio. For Incepa, a close eye on the market led to a new size—80 x 80 cm—tailored to the needs of compact apartments and studios, which continue to grow in popularity in the real estate market. In addition, Soft Tec technology has been introduced for both brands to ensure extra traction in wet indoor areas, such as bathrooms and kitchens, without compromising the surface’s aesthetics.

"Expo Revestir plays a strategic role for the entire Brazilian coatings industry. It is the moment when we reveal to the market the direction we are taking, share our capacity for innovation, and strengthen our relationships with professionals who help transform these products into real projects. For the LAMOSA Group in Brazil, being part of this story means contributing, year after year, to the sector’s evolution," says Wuaden.

For him, the trade show goes beyond simply showcasing products. “Expo Revestir has grown alongside our brands and has been instrumental in strengthening the market position of Roca Cerámica and Incepa in the Brazilian market. Over the years, we’ve used this platform to present innovations, engage with architects, designers, retailers, and partners, and demonstrate, in practice, the evolution of our creative and technological capabilities. It’s a story built together with the professionals who visit the trade show and drive the sector’s transformation, ” he says.

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