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Pidilite's tile adhesive brand, Roff and IIID organised VersaTILE
Tue 27 July 2010
Institute of Indian Interior Designers (IIID) and Roff presented VersaTILE, a confluence of an unusual art installation by international artistes in Mumbai. The event was a three city event held in Ahmedabad on July 16, Mumbai on July 20 and Bengaluru on July 23.
 
Roff tile fixing solutions, a tile adhesive brand from the house of Pidilite industries, is promoting its new range of products by means of art. The idea is to bond with the architects and interior designers through the subject that is close to their heart.
 
Sushil Luniya, President - Construction Chemicals Business, Pidilite Industries said, "We believe that architects and applicators create work of art and we ensure that the art created is able to withstand the test of time. Architects require tools to bring alive their designs and Roff actually makes their ideas work. Our products help architects use tiles and stones in their design. This event is our attempt to celebrate art and architecture".
 
Roff has invited internationally renowned installation artists, Vass Sandor and Szilágyi Rudolf. Renowned Indian installation artist Shilpa Joglekar was the curator of VersaTILE. Both the artists will source the material from the local market for their art installations and put it together using Roff products. These products can be used for fixing tiles on different surfaces like wood, walls, metal, ceramic and others, and display the same versatility as the installation art.
 
The idea is to bring this rare experiential installation art as a concept to the city. Provide an experience to on-lookers and make them see how placing an object in a certain way can redefine the purpose of the space or the object itself, making installation art a powerful tool in architecture and in the design of spaces. The by-invitation-only event saw 150 guests per city.
 
Kamlesh Seth, Vice Chairman, IIID Mumbai Chapter said, "IIID has always been trying to come up with innovative ways of promoting art, culture, heritage and lifestyle. VersaTILE is a great platform to bond together the architects, interior designers, artists and industry through the medium of sculpting. The idea of having a confluence of European and Indian artists using Indian products was quite special and cherished by the designer community".

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