PRESS KIT

CONTENTS

1. ROCA 2. BUSINESS AREAS

2.1. Bathrooms 2.2. Tiles

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3. ROCA COMPANY HISTORY 4. A GLOBAL COMPANY

4.2. Roca throughout the world

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4.1. Significant events 10

5. ROCA STATISTICS 6. FOCUS OF DEVELOPMENT

6.1. Design and innovation 6.2. Technology 6.3. Quality and sustainable development 6.4. Support for professionals 6.5. Distribution logistics

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7. MULTICULTURAL VOCATION 8. CLOSE TO THE CUSTOMER, CLOSE TO THE MARKET

8.1. Roca Barcelona Gallery 8.2. Roca Madrid Gallery 8.3. Roca Lisboa Gallery 8.4. Roca London Gallery 8.5. Trade fairs 8.6. Close to the consumer 8.7. Communication support actions

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9. WE ARE WATER FOUNDATION

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01

Roca
Roca Corporacin Empresarial, S.A. is the parent corporation of a group of companies dedicated to designing, manufacturing and selling bathroom space products for the architectural, construction and interior design sectors. The group has production centres in five continents and provides direct employment for over 20,200 employees all over the world. Roca is the world leader in the bathroom industry and is active in over 135 markets. It also has an area dedicated to the production and sale of floor and wall tiles (Rocas ceramic tile division). Roca is a multinational organisation that works across all time zones and communicates in dozens of different languages all over the world. Roca is a company financed entirely with Spanish capital with a turnover of 1,498 million Euros in 2010.

We are active in over 135 markets and are a benchmark reference in design, technology and sustainable development.
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Roca Barcelona Gallery 3

Business areas
2.1. BATHROOMS
Roca produces and sells a wide range of elements with everything required to fully equip the bathroom space: vitreous china sanitaryware, bath tubs, hydro-massage bath tubs, shower trays, hydro-saunas, hydro-massage cabins and columns, taps, bathroom furniture, accessories and screens. Roca also makes kitchen sinks and taps. All Roca products are officially approved and are characterised by excellence in design and constant adaptation to new market trends. Over 40 years ago, before the threat of climate change first arose, Roca began to implement its philosophy of respect for the environment. This philosophy took form in the development of new technologies applied to devices which minimise the consumption of water and energy. Rocas products, renowned worldwide for their quality, are the result of a production process that situates them at the cutting edge of international technology. Roca is the world leader in the vitreous china sanitaryware industry.

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2.2. TILES
Rocas ceramic tile division is the area of the company that produces and markets floor and wall tiles for both interior and exterior spaces, offering products of exclusive design that allow the creation of the ideal ambience for the personal requirements of each individual user. The quality of this division is guaranteed thanks to a high-precision production process aimed at obtaining maximum durability against the wear and tear on enamels and colourings and, at the same time, meticulous accuracy in the dimensions of every piece. Roca has tile factories in Spain and Brazil.

Roca products reflect different lifestyles from all over the world.

Roca company

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history
Roca started their business activity in 1917 as Compaa Roca Radiadores S.A. in Spain. This company was dedicated exclusively to the manufacture of cast-iron radiators for home heating at its factory in Gav (Barcelona), but the rapid penetration of new products onto the market and a solid determination to expand led the areas of business to be enlarged with the aim of diversifying the firms activities. As a result, in 1925 the first cast-iron boilers were made, and in 1929 the company began to make cast-iron baths. In 1936 Roca entered the vitreous china sanitaryware sector and in 1954 it began to produce taps. A second vitreous china factory was opened in Alcal de Henares (Madrid) in 1962. It was in 1963, with the start-up of an air-conditioning factory in Sabadell (Barcelona), when Roca became one of the first Spanish companies to enter the new climatisation market. Later on, in 1968, the third vitreous china sanitaryware factory was opened, in Alcal de Guadaira (Seville), and in 1974 the steel bath factory was inaugurated. The company entered the ceramic tiles sector in the 1980s. The incorporation, in 1979, of Cermicas del Foix, which became a subsidiary, was the start of the current tiling area of business. In 1989 Roca purchased a vitreous china sanitaryware factory in Portugal.

During the 1980s and 1990s, in keeping with the international expansion drive, commercial subsidiaries were opened in other countries, agreements were consolidated with leading companies in their respective markets, and corporate acquisitions and operations were carried out. On 24 January 2002, Compaa Roca Radiadores S.A. began a process of corporate restructuring of the Group to organise the various areas of business into independent companies. To carry out this project, the new parent company Roca Corporacin Empresarial S.A. was set up. The restructuring process culminated, in 2005, with the sale of the heating and air-conditioning businesses in order to concentrate the corporations efforts on the bathroom business, which reached world leadership position in the early months of 2006. Roca is a wholly Spanish-owned multinational company whose share capital belongs entirely to the family group descended from its founders.

Roca works to set new trends in bathrooms and to incorporate unique solutions into a space in constant evolution.

A global company
Roca is present in five continents through its international companies and production centres. Its commercial network extends to over 135 countries. The company began to enter foreign markets in the 1970s with the opening of commercial subsidiaries in France and Portugal, where Roca already began to show its commitment to foreign markets, with intense commercial activity based on its exceptional team of professionals. This decade also saw the professionalisation of the companys management.

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We are a multinational company: we work across all time zones and communicate in dozens of different languages all over the world.
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Roca Barcelona Gallery

4.1. SIGNIFICANT EVENTS

1992-1993
Roca extends its area of influence to three European countries, the UK, Germany and Italy, creating the commercial subsidiaries Roca UK and Roca Germany, and constituting a joint venture in Italy, Loreto Metalli, S.A., to manufacture aluminum radiators.

2002
Roca carries out a corporate restructuring of its areas of business and constitutes the parent group Roca Corporacin Empresarial, made up of four companies corresponding to each of the areas of business: Bathrooms, Tiles, Heating and Air-Conditioning. Roca is the first tile company that receives the EMAS (EcoManagement and Audit Scheme) certificate from the Ministry of Science and Innovation.

1994
Roca makes its first move into the Latin American market by buying an Argentinean manufacturer of vitreous china sanitaryware, which is now named Roca Argentina S.A.

2003
Roca adds to its existing training centres in Spain new ones in Switzerland, Bulgaria, the Czech Republic and Portugal, which also operate as showrooms and information centres for professionals and distributors. In Brazil, the company opens a showroom with over 1,000 m2 of floor space. In Spain, Roca becomes a sponsor of the Barcelona Forum of Cultures 2004.

1995
Acquisition of the Portuguese firm BLB Industrias Metalrgicas, dedicated to manufacturing steel baths. In Spain, Roca begins to produce hydro-saunas.

1996
Roca extends its area of influence to countries in the Maghreb with the inauguration in Morocco of a factory for manufacturing vitreous china sanitaryware.

2004
A year of consolidation in Brazil with the opening of 20 exclusive Roca shops. In the Czech Republic, a showroom is opened in the centre of the capital, Prague.

1998
In Turkey, a 50% joint venture is created with the company Kalevit. In Portugal, the Roca Torneiras company is set up to manufacture taps. In Poland, a vitreous china sanitaryware factory is built in the city of Gliwice. Ceramic production begins in Castelln (Spain).

2005
Roca sells its heating and air-conditioning businesses and announces an ambitious strategic plan focussed on the bathroom sector. In China, Roca opens its second production centre, in Suzhou, to make cast-iron and acrylic baths. In Russia, a new factory of vitreous china sanitaryware is started up in Tosno. In Spain, Roca becomes an official sponsor of Expo Zaragoza 2008. Roca updates the logotype that has identified it for over 80 years in the 135-plus markets in which it is present. Rocas ceramic tile division is awarded with the Community Ecology Label ECOLABEL.

1999
Rocas market extends to Asia with the construction of a vitreous china sanitaryware factory in China. In the same year, in Spain, a new factory of floor and wall tiles is opened in Vall dUx (Castelln, Spain). In Poland, the company reaffirms its presence with the acquisition of the company Pool Spa, a manufacturer of acrylic and hydro-massage baths. In Switzerland, Roca buys the Keramik Laufen firm, which at that moment was the worlds fourth largest manufacturer of vitreous china sanitaryware. This acquisition represented a crucial strategic decision, since this company already enjoyed a prominent position in countries where Roca had less presence, such as Eastern Europe and Brazil, in addition to a good position in the USA, where it had tile factories and its own network of distributors. This acquisition signified a 50% leap in turnover. The Rocas ceramic tile division becomes Spains leading tiles group.

2006
Roca announces a series of acquisitions that enable it to reach the world leadership position in the bathroom business. The corporation acquires two vitreous china sanitaryware manufacturers in Croatia and Romania, with the aim of meeting the demand of the countries of Eastern Europe. In Malaysia, Roca buys 100% of the shares of the Johnson Suisse group, the leader in vitreous china sanitaryware in that country. In India, a 50% joint venture is set up with Parryware, the market leader.

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2007
In Russia, Roca acquires the Keramika, the proprietor of the Santek vitreous china sanitary-ware brand. Roca acquires the Swiss group Similor Holding, the market leader in the manufacture of taps.

2010
Rocas W+W receives international recognition with the following awards: Wallpaper* Readers Choice Awards (UK), the Self Build Product Innovation Award (UK), Best- Ed (Spain) and the KBB Industry Award (UK). Roca Barcelona Gallery receives the Wallpaper magazines Design Award (UK), the IALD Lighting Design (USA) and the recognition of the AIGA 365: the AIGA Annual Design Competition (USA). Roca announces a collaboration agreement with the Armani firm to develop a new bathroom concept, and officially presents the collection to the public at the Milan International Furniture Fair. Roca enters into a partnership with Climate Action working in conjunction with the United Nations Environmental programme and whose main objective is to promote dialogue concerning the reduction of the carbon footprint. In Russia, Roca acquires Ugrakeram, which manufactures and sells vitreous china sanitaryware. Roca organisesthe worldwide launch of the We Are Water Foundation. The Foundation was created with two core missions: the first is to promote awareness and debate amongst the public and organisations on the need to create a new culture of water, to permit the fair development and sustainable management of the worlds water resources. The second is to carry out all manner of actions to counter the negative effects of the lack of adequate water resources. The Foundations fields of activity include involvement in infrastructures, education, health and research, all in the planets most deprived areas.

2008
In India, Roca acquires the remaining 50% stake of Parryware. In Spain, a strategic alliance is signed with the Grupo Cosmic by means of the acquisition of 50% of its capital. With this alliance Roca seeks to create synergies to become the leader in the European market of high-range bathroom accessories, complements and furniture units. In Turkey, the firm sells its holding stake in the Kalevit Company. Roca is selected as preferential supplier of the Beijing 2008 Olympic Games. In Cardiff, Roca is distinguished with the Design Management Europe (UK) award for the best design management in the large company category.

2009
Roca presents W+W, a sustainable solution that incorporates one washbasin and WC into a single piece and is the result of the work of the Innovation Lab and the Roca Design Centre in collaboration with a group of external designers. At the 50th edition of the ISH trade fair in Frankfurt, Roca receives the Environment Design Plus award for its W+W product and the Red Dot Award: Communication Design for the innovative concept of the exhibition space. Roca Barcelona Gallery, the companys flagship building and its centre for social, cultural and exhibition activities, opens its doors to the public in Barcelona. The project was developed by Carlos Ferraters OAB architecture studio. In China, Roca acquires the Giessdorf company, a brand with a solid reputation in the Chinese market, particularly in the bathroom furniture segment. The company signs an agreement with the Egyptian firm Gravena and acquires 50% of its shares, signifying the entry of Rocas products into the Egyptian market. Roca launches the new green porcelain Top Green, with 80% pre-consumer recycled material, certified by Bureau Veritas, whose main activity is based on conformity evaluation applied to the field of quality, safety and corporate social responsibility. It is a ceramic completely ecological that cares about the environmental sustainability along the production process. TOP GREEN contributes to the sustainability of buildings according to LEED (Leadership in Energy and Environmental Design). W+W awarded Gold at the Product Innovation Awards 2009 (UK) and Best Eco Product as well as Product of the year at the FX Awards 2009 (UK).

2011
Roca opens the Roca Madrid Gallery, the Roca Lisboa Gallery and the Roca London Gallery. The Lamela studio is commissioned to design the interior of the Madrid space while in Lisbon, the Carles Ferruz studio has renovated a historic, city-centre, four-storey building. Roca acquires the Russian company Akvaton, an industryreference in the bathroom furniture sector. The Wave space, presented by Roca at the latest edition of the 100% Design Exhibition in London receives the Xaver Awards (Switzerland) and the gold IF Communication Design Award (Germany), in recognition to its innovative design. The W+W receives the Delta Silver Prize (Spain) for the best product design, and is, at the same time, acknowledged as one of the Best Ideas of the Year 2010 by Actualidad Econmica magazine (Spain). The Roca Barcelona Gallery receives the prestigious Architectural Record Prize (USA) in the Good Design is Good Business category.

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A global company
4.2. ROCA throughout THE WORLD
Roca is present, through its international companies and production centres. Its commercial network extends to over 135 countries, and it has 72 production plants and around 20,200 direct employees all over the world.

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production centres
Argentina Austria Brazil Bulgaria China Croatia Egypt Spain India
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2 2 8 1 10 1 3 14 5

Malaysia Morocco Poland Portugal Czech Republic Romania Russia Switzerland Taiwan

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Roca: a global brand. Present in 135 countries.

Roca statistics
Roca has been characterised by a history of sustained growth based on a strategy of profit reinvestment and a strict cost control policy. The most significant figures of trading year 2010 are as follows: The consolidated turnover amounted to 1,498 million Euros. The EBITDA was 235 million Euros. The corporations total equity amounted to 1,174 million Euros. Workforce: Roca has over 20,200 employees around the world.

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Roca bases its growth on a strategy of constant reinvestment of profits.

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Focus of development
6.1. DESIGN AND INNOVATION
Roca is strongly committed to excellence in the design of its products in all its lines of business, with special emphasis on orientation towards customers and the goal of improving their comfort and quality of peoples life. This is a commitment to the consumer that goes beyond the mere production and marketing of a high-quality product range. Roca analyses the needs, tastes, lifestyle and socio-cultural trends manifested in society, using the results of this research to adapt its products and services to the new expectations that emerge in the market. At the cutting edge in design Rocas extraordinary international expansion creates the need to offer versatile products that adapt to the habits of the different markets in which it operates. For this reason, in 2005 the Roca Design Centre was redefined, centred on research into design trends on the basis of a multicultural, multidisciplinary approach, and the search for and coordination of first-class technological suppliers throughout the world. The Roca Design Centre has enjoyed the collaboration of the most prestigious architecture studios (Chipperfield, Herzog & de Meuron, Moneo, Ferrater) and design firms (Giugiaro, Schmidt & Lackner, Benedito Design). This focus on design has been rewarded with several distinctions and awards at both national and international levels. The Design Management Europe Award DME 08, which recognizes the best design management in the large firm category at European level, is a prime example of these distinctions.

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A benchmark reference in innovation In 2007, the Roca Innovation Lab was created as a branch of the Roca Design Centre: an autonomous, multidisciplinary working group focusing on the activities of research and innovation, which makes it possible to design and develop new products and concepts independently of the Design Centres everyday activities. This laboratory promotes a global, international vision of products, recognizing peoples changing behaviors, requirements and tastes. The Lab operates as a nursery of ideas, analysis of materials and technologies to be applied, a centre of international reference in the field of research and innovation.

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Focus of development
Armani / Roca At the beginning of 2010, Roca presented one of its most ambitious projects in conjunction with the Armani Group. Armani began to study potential candidates to start up a joint project for the bathroom space. Rocas experience, combined with its powerful international distribution network and its commitment to design and innovation, made it the chosen partner. The collaboration of these two leading names, Armani / Roca, has given rise to an integrated concept for the bathroom space. The Armani / Roca bathroom space, which was presented at the 2010 Milan International Furniture Fair, is characterized by its design, discreet luxury and sensuality, and by the innovative technological solutions it offers. A careful selection of materials, textures and combinations has created a comfortable, harmonious space with an elegant, personal ambience. The various areas that make up the Armani / Roca bathroom space are differentiated by a sophisticated system of glass partitions incorporating metallic fabrics in their interior, enabling the user to create the desired degree of privacy. The collection also has other new elements such as an exclusive internal pipe for filling the bathtub or a false ceiling that can be illuminated to offer the user a comprehensive chromo-therapy session. The corporate values of both Roca and the Armani Group are present in all the products of this unique collection that has succeeded in adorning the bathroom space with the finest quality, design and style.

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Greentiles One of Rocas pillars, its commitment to sustainability, is showcased in the ecological ceramic production system, Greentiles. Greentiles materializes Rocas determination to take the forefront as a groundbreaker in environmental matters, going beyond the demands imposed by current legislation. Greentiles maintains its respect for the environment throughout the products life stages: design, production, distribution and life cycle. This is achieved through zero residue factories, recycling the factorys waste from the production process, recovering 280 million litres of water every year and reducing the impact of transport (by using raw materials which come from nearby production centres), reducing the amount of CO2 produced, as well as using an environmentally-friendly packaging system. As a result, Greentiles has been awarded with the Integrated Environmental Authorization (Autorizacin Ambiental Integrada AAI) as well as with quality certificates such as the ISO 14001, EMAS and ECOLABEL. The most recent demonstration of the Greentiles application in ceramics is the Top Green collection which is comprised of 80% recycled, pre-consumption material (recycled in the same factory).

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Focus of development
6.2. TECHNOLOGY
One of Rocas premises is the conviction that technological innovation constitutes an essential element for achieving progressive development and permanent improvement in any activity. Rocas state-of-the-art technology is used in every step of the production process in all of its factories. Roca is committed to innovation, from the conception and design of the product to its production, logistics and distribution. Technological excellence extends to all our factories around the world, facilitating the creation of synergies and guaranteeing the highest quality throughout the production process. On the basis of the wealth of experience obtained in all our production centres, the Technology Department devotes its efforts to a permanent perfection of the whole process of developing new products in order to maintain Rocas leading position in industrial, technological and innovative capacity. Rocas constant technological innovation has just one aim: to give its customers the best possible service. For this reason, the R&D&I department analyses the needs and tastes of society to adapt the companys products to new market conditions. This adaptation process is not only carried out on the basis of aesthetic principles and functionality, but is also generated with the aim of improving peoples quality of life.

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We create trends: we offer more and better solutions in bathroom spaces.

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6.3. QUALITY AND SUSTAINABLE DEVELOPMENT

As the world leader, Roca assumes its responsibility for sustainable development at various levels: production centres, responsible consumption and sponsorship actions. As a result of this commitment to quality and respect for the environment, Roca has obtained various certificates confirming that all its production processes, from design to sale, comply strictly with requirements for the preservation of nature, and that all its products meet the current quality standard regulations. As leaders, we assume our responsibility for sustainable development. Rocas efforts towards environmental protection are also expressed, along with the development of solutions for saving water and energy in its products, through information campaigns on responsible consumption and the recent creation of the We Are Water Foundation. Roca was also an official sponsor of Expo Zaragoza 2008, an event that invited reflection and debate in search of solutions relating to water and sustainability. The company defends the responsible use of energy and water, constantly developing lines of work and mechanisms that minimise their consumption. One of Rocas most ambitious initiatives in this respect is the Eco-Roca programme, which aims, by the year 2014, to reduce the firms CO2 emissions by 25% from those of 2006. Another goal (Zero-Waste) is to achieve an industrial process entirely free of waste materials. At present, 30% of the vitreous china sanitaryware factories are green, producing no waste materials.

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Focus of development
Rocas efforts in environmental matters are also reflected in the variety of initiatives and schemes it gets involved in, as is the case of Climate Action. Climate Action is a platform which works in conjunction with the United Nations Environmental Programme (UNEP) and whose objective is to promote dialogue in favour of sustainable development and the reduction of carbon footprint. Governments, industry, international opinion leaders, academics and environmentalists are also involved. Roca contributes its experience and solutions in all matters related to sustainable development. The quality of the ceramic products is guaranteed by a top level production process whose objective is to achieve maximum durability, high levels of resilience and total precision in the specifications of each product item. Quality operations have been carried out since 1993 in all factories. Rocas ceramic division also has a management model based on the integration of sustainability and the environment as part of a basic code of conduct which has led to them achieving the Integrated Environmental Authorization (Autorizacin Ambiental Integrada AAI) and quality certificates such as the ISO 14001, EMAS (Eco-Management and Audit Scheme) and the European seal of approval, ECOLABEL.

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6.4. SUPPORT FOR PROFESSIONALS

The constant advances that take place in all spheres of society also affect the technological development of bathroom products like hydro-massage baths or taps. This continuous change obliges the professionals associated with these sectors to maximise and refresh their knowledge and skills at the same pace. Roca has a number of training centres around the world, with specialised staff and classrooms equipped to conduct theoretical and practical courses, with the goal of training installers and specifiers in the calculation, installation and maintenance of plumbing systems. Roca currently has training centres in Argentina, Austria, Brazil, Bulgaria, the Czech Republic, Poland, Portugal, Spain and Switzerland. Roca has several training centres all over the world whose function is to support the professional activity of specifiers and installers. Roca provides support services to professionals in the sector. These include Dibanext, an exclusive IT application conceived and developed to create virtual views of bathroom space distribution, decoration and finishes. The constant production of technical publications, books and monographs on the calculation, design and evolution of installations is another of Rocas permanent efforts directed towards professionals.

Roca supports professionals with ongoing training programmes.

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Focus of development
6.5. DISTRIBUTION LOGISTICS
Well-planned logistics make service to the distributor more responsive and ensure full satisfaction for the client. Thats why at Roca s ceramic tile division intelligent warehouses, everything is programmed to the last detail so that trucks can leave the loading bays every 15 minutes. Additionally, distribution centres across the world ensure a fast-track global service and real-time order processing from any location on the planet using the Roca 24/7 Service, operative 24 hours a day, 7 days a week.

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Multicultural vocation
Rocas permanent desire is to be as close as possible to its customers and users. This obliges the company to adapt to the particular characteristics of the countries where it operates. Its worldwide leadership and multicultural vocation have been materialized in a large number of ways, including the production of magazines, catalogues and technical publications for over 135 countries. Roca is a benchmark reference in progress, strength and excellence. Its products shape lifestyles in different societies all over the world. This multicultural vocation can be appreciated in all areas of the company. One example of this is the multi-disciplinary Innovation Lab, which operates independently and focuses its activity on research and innovation for the design and development of new products and concepts. Roca communicates directly with its consumers through the magazine Everything in Bathrooms, adapting its contents to the various markets where it operates. In 2011 approximately two million copies were printed, with editions in 16 different languages. Also, Roca publishes its newsletter Whats News, the key to the companys communication quaterly.

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The Roca brand is a shared reference and meeting point for millions of people all over the world.
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Close to the customer, close to the market

Roca Barcelona Gallery

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Giving priority to offering the highest-quality service in the various markets where Roca products are sold has led to the development of various initiatives targeted at meeting customers specific needs, where the adaptation to the particular features of each market and personalisation of solutions according to the unique characteristics of each customer act as guidelines for the companys activities.

8.1. ROCA BARCELONA GALLERY

In 2009, Roca presented the Roca Barcelona Gallery, the first Roca Gallery to open its doors as a point of reference for the citizens of Barcelona. The Roca Barcelona Gallery (Spain) has been developed in collaboration with the prestigious OAB architecture studio (Office of Architecture in Barcelona), under the direction of Borja, Luca and Carlos Ferrater, the winners of the Spanish National Architecture Award 2010. The Roca Barcelona Gallery has 2,400 m2 that allow the brand to show the significant events in its history and the elements related to the world of design, innovation and sustainability. Moreover, the Roca Barcelona Gallery shows Rocas best product selection. The true intention behind all this is to turn the building into a special place to enjoy a unique brand experience.

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Roca Barcelona Gallery

The buildings exterior is a light-box. To achieve this effect, the building has a glass faade which has represented a great technological challenge and has been constructed in a totally innovative way. By day, depending on the lighting, the lighting system creates surprising visual effects in the interior; while at night, thanks to 4,200 LEDs built into the faade, it becomes fully illuminated. The interior presents a unique interactive architectural space equipped with advanced and innovative techniques, together with modern audiovisual equipment, sound and lighting, transporting the visitor to an art space. A zonal detection system and an extensive array of touch-sensitive screens enable visitors to explore and interact with the building. The Roca Barcelona Gallery has attracted international acclaim by winning several awards for its concept, design and innovation as well as for the contribution that an initiative of this type brings to the brand in business and value terms: Wallpaper Design Awards 2010 (UK), EFI Award for effective commercial messaging in 2010 (Spain); Cannes International advertising Festival 2010: Golden Lion Award RITUALS and Silver Lion Award for MOMENTUMS (France); Architectural Record, Winner of 2011 Good Design is Good Business Awards (USA).

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Close to the customer, close to the market

Roca Madrid Gallery

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8.2. ROCA MADRID GALLERY

After opening the Roca Barcelona Gallery in 2009, Roca inaugurated its second Gallery, this time in Madrid (Spain). Roca worked jointly on its creation with the Lamela Studio, headed by the prestigious architect Carlos Lamela. This 1,200 m2 space, spread out over 2 floors is situated in Calle Jos Abascal. If the Roca Barcelona Gallery is full of light, the Roca Madrid Gallery is a fascinating showcase. The exterior draws the attention of the passer-by through large windows, designed to surprise and attract pedestrians to discover the interior of the building. The first window has a Roca flagship product exposure, W + W; a second project is Rituals, which on a large screen shows the different activities performed daily by human beings in the bathroom; and the third represents a frieze of Roca brands ancient motifs by the sculptor Subirachs, internationally renowned for his sculpture project of the Passion Faade of the Sagrada Familia in Barcelona. These 3 elements, together with a highly interactive, crystalline interior, make the Roca Madrid Gallery an exceptional location in the city where the brands essence and values are concentrated.

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Roca Madrid Gallery

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Close to the customer, close to the market

Roca Lisboa Gallery

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8.3. ROCA LISBOA GALLERY

The Roca Lisboa Gallery shows the past in a projection into the future. Located on the Praa dos Restauradores of the Portuguese capital, the Roca Lisboa Gallery is the work of the architect and interior Design studio Carles Ferruz. The brief was to reform a 1909 palace in the centre of the city of Lisbon, which has four floors and is located in one of the most exclusive areas of the Portuguese capital. The space combines past and present to perfection, allowing the visitor to enjoy a unique experience. At street level, 3 eye-catching elements give the visitor an idea of what the interior holds: the W+W display, a large screen Rituals projection, showing the everyday activities carried out by human beings on a daily basis in the bathroom, and the luminous hearts, the distinctive symbol of the Roca Gallery opening in Lisbon. The interior is an interactive architectural space featuring advanced innovative techniques which, enhanced by the modern audio-visual, sound and lighting equipment, transport the visitor to a unique cutting-edge space. A zonal detection system and an array of touchscreens allow the visitor to interact with the building and enjoy an experience which stimulates the senses. The four floors of the Roca Lisboa Gallery have been completely renovated and are intended to present an outstanding selection of the most iconic Roca products, most of them developed in collaboration with architects and designers of great renown. The products are presented as if they were real pieces of art. It also aims to make known what is behind this great brand, recreate the feel of water and be a meeting point for the general public.

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Roca Lisboa Gallery

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Close to the customer, close to the market

Roca London Gallery

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8.4. ROCA LONDON GALLERY

The most recent Roca Gallery to be opened is in London. Designed by Zaha Hadid Architects, the Roca London Gallery is located in Chelsea Harbour and is 1,100 m2 in size. The leading role is played by the water that, in the words of Zaha Hadid, acts as a transformer moving, without interruption, through the faade, carving the interior and flowing through the main gallery as drops of water. The faade has a series of openings that seek to show the effect of water erosion and a white interior filled with drops of light acting as the backbone of the Roca London Gallery. These drops of water connect the different areas of the space which are part of the Roca London Gallery itself; namely an exhibition of Rocas most innovative products, the meeting room and the multimedia space, amongst others. Additionally, the interior features the latest technologies which combine with modern audiovisual, sound and lighting equipment to transport the visitor to a truly cutting-edge space.

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Roca London Gallery

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Close to the customer, close to the market

8.5. TRADE FAIRS
As world leader in bathroom spaces, Roca participates in the most important trade fairs in the fields of architecture, interior design and decoration. This presence is a logical consequence of its constant efforts to offer products addressed to the needs of the various countries where it is present. Among others, Roca participates in the ISH (Frankfurt, Germany), London 100% Design (London, United Kingdom), KBC (Shanghai, China), SHK (Essen, Germany), MosBuild (Moscow, Russia), KBB (Birmingham, United Kingdom), IFH (Nuremberg, Germany), KBC (Beijing, China) and AQUATHERM (Vienna, Austria). Roca is also present at the main meeting venues for professionals and at the most important ceramics trade fairs in the sector such as Cevisama (Valencia, Spain), Expo Build (Shanghai, China), Cersaie (Bolonia, Italy), Mosbuild (Moscow, Russia), Construmat (Barcelona, Spain), Index (Dubai), Acetech (Mumbai, India).

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8.6. NEARER THE CONSUMER

Roca keeps a permanent link and relationship with its consumers. This is evident by the various showrooms and Roca Galleries in different cities (see chart), that offer permanent contact centres and places to enjoy the brand experience. As a result of Rocas concern to maintain a close relationship with its consumers, it has opened a number of showrooms which in some cases are now Roca Galleries, as a result of Rocas drive to transform these end-consumer showrooms into genuine brand experiences. In addition to these spaces, Roca also develops different forms of collaboration to maximise the potential of the showrooms of national and international distributors. Roca takes part in and advises on the design and production of showrooms for distributors all over the world, offering elements with the corporate image that define the Roca brand.
China Brazil Bulgaria Spain Morocco Portugal Czech Republic United Kingdom Switzerland Beijing and Shanghai So Paulo Sofa Barcelona and Madrid Casablanca Lisbon Prague London Laufen

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Close to the customer, close to the market

8.7. COMMUNICATION SUPPORT ACTIONS
Roca is a company that maintains close links with its social environment, giving its support to various sports events and carrying out other actions to support training and promote knowledge. Roca sponsors various sports events Sponsorship of the 2010 FC Barcelona tour of China; or the Barcelona Polo Classic International Tournament, where riders and horses combine the efforts and skills of an entire team. Roca also sponsored the International Show-jumping Competition CSIO 11, and the Catalonia International Paddle Tennis Tournament 2011, which attracted the worlds best players.

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Close to the customer, close to the market

Roca promotes knowledge, encourages debate and supports young talents Rocas commitment to the training of new architects and its support for the academic world are manifested in the collaboration agreement established with the International University of Catalonia (UIC), which gives students access to presentations and master classes by architects of international renown. Ben Krone, Winy Maas, Peter Wilson and Carlos Ferrater have been just some of Rocas guests. Another initiative to support young students and professionals is the Jump the Gap international competition, which Roca has been organising since 2003. This contest provides all the participants with the opportunity to demonstrate their talent and their vision of the bathroom of the future. The fourth competition in 2011, received 3,004 entries from 92 countries. Ron Arad is the chairman of this years judging panel which is made up of leading figures from the world of architecture and design including Gilda Bojardi, Javier Mariscal, Marcel Wanders, John Anthony Sahs and Tomek Raygalik. In addition, Roca supports all activities aimed at facilitating meetings and exchanges of ideas between specifiers and architects of international acclaim. To this end, it organises conferences and industry events like the Famous Designer Forum in China and Barcelonas Space and Form.

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www.jumpthegap.net
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Roca Jump the Gap (third edition) Contest 2009 41

We Are Water Foundation

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WE ARE WATER FOUNDATION

Roca is aware that water is a unique, scarce and limited resource and has been developing devices and products which save water and energy for more than 50 years, thus contributing to a balanced and sustainable coexistence with our environment. As part of this commitment, Roca created the We Are Water Foundation. The We Are Water Foundation is an international project. In September 2010 it was simultaneously presented in 20 countries including: Germany, Austria, Brazil, China, Italia, France, India, Libya, Morocco, Poland, Russia and the United Kingdom. Objectives and areas of action The We Are Water Foundation has two main objectives; the first is to raise awareness and encourage people and institutions to think about the need to create a new water culture which allows the fair development and sustainable management of water resources in the world. The second is to carry out all types of activities to reduce the negative effects of the lack of adequate water resources. The We Are Water Foundation is involved in infra-structure, education, health and research in the worst-affected parts of the world. In order to find out more about the We Are Water Foundation, the www.wearewater.org website has been created, where all the Foundations objectives and projects currently underway can be accessed as well as the messages of support from some of the We Are Water Foundations friends, including Eduardo Punset, Mara de Medeiros or Nacho Duato.

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Activities and projects The first public awareness-raising activity was the documentary, Aral. The Lost Sea, created by the filmmaker Isabel Coixet. The project also features a photographic exhibition which, like the documentary, shows the present situation and the effects on the population caused by an environmental disaster of catastrophic proportions that has happened in this area as a result of alterations to the course of two rivers that flow into the Aral Sea. This exhibition can be seen in the Roca Barcelona Gallery. The Aral. The Lost Sea documentary was presented at the 58th edition of the San Sebastin Film Festival. Sir Ben Kingsley and Tim Robbins collaborated on the production of the story which tells of the drying up of the Aral Sea, located between Uzbekistan and Kazakhstan, which has produced one of the biggest environmental disasters in history. The documentary also featured at the European Film Festival in Seville and at the Lanzarote Film Festival. The second initiative from the We Are Water Foundation was the involvement in the trans-oceanic Barcelona World Race (BWR); the only double-handed, non-stop, round the world race with the We Are Water boat. This international race, which is strongly linked to themes of effort and teamwork, raised the profile of the We Are Water Foundation and carried its messages around the world.

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We Are Water Foundation

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At the end of the second edition of the Barcelona World Race, the boat solidarity We Are Water met two main objectives: successfully complete more than 27,000 miles of this prestigious transoceanic race and spread the We Are Water Foundations work and messages across the seven seas to make the public, institutions and society in general aware of the need to create a new water culture which allows the fair development and sustainable management of water resources in the world. The We Are Water Foundations other course of action includes cooperation projects in which the Foundation acts directly or in conjunction with NGOs or other institutions of differing natures. Such projects meet to the criteria of this non-profit-making organization and receive the funds obtained. The We Are Water Foundation works on projects in conjunction with the Vicente Ferrer Foundation, Educacin Sin Fronteras, Intermn Oxfam and UNICEF. At the beginning of 2011, the specific projects which are being developed are the following: - Water for refugees in Eastern Chad, Intermn Oxfam. - Drinking water, sanitation and hygiene in Ethiopia, Intermn Oxfam. - Recovering the water cycle in Bosawas, Educacin Sin Fronteras. - Ancestral culture to save the water in Lake Titicaca, Educacin Sin Fronteras. - Constructing a reservoir in Ganjikunta, Fundacin Vicente Ferrer. - Improving water, sanitation and hygiene in Guinea Bissau, UNICEF. - Eradicate cholera in rural areas of the Democratic Republic of the Congo, UNICEF. For more information visit: www.wearewater.org

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The We Are Water Foundation works with NGOs such as UNICEF.

Rocas commitment to water With its help and support for the We Are Water Foundation, Roca strengthens its commitment to sustainable development as well as to the people and communities most affected by the lack of water and its consequences. Roca is a benchmark reference in sustainability and environmental matters and with the We Are Water Foundation goes beyond mere processes and products, working for and supporting social improvements in every part of the world, especially where water is a major concern.

www.wearewater.org, for a new water culture.

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Depsito Legal. B-00000-00

Roca Sanitario, S.A. Barcelona 2011