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Caesarstone USA's Color Pop-Up Tour Makes a Splash in Seaport, N.Y.

(April 19, 2012)

VAN NUYS, CA -- (Marketwire) -- 04/19/12 -- Caesarstone USA, Inc. made the first of several stops on their Color Pop-Up Tour in Seaport, New York hosting a two-day event in honor of their 17 new colors on April 4th and 5th. Consumers, trade partners, and industry leaders were among the guests invited to share this unique and innovative experience. Several well-knowns from the designer/architect community as well as social media experts were guest speakers at the 7 events held throughout the 2 days. At the center of it all was the huge, lighted Caesarstone dome which provided a truly exceptional space for event guests to gather against the New York City skyline and waterfront and made quite an impression on the attendees and passersby. The interior, designed by architect Dan Brunn, incorporated huge slabs of the new Caesarstone colors, as well as featured the 17 winning mood boards of the LUXE Interiors + Design "SET THE MOOD" inspiration board design challenge.

"Caesarstone's first POP UP Color Tour was incredible in every way. We positioned Caesarstone as truly a leader, unique and innovative in everything we do -- from innovating new colors, to our new ad campaign, to embracing social media to our spectacular POP UP Color Tour. The positive feedback and respect we got from all visitors can't be described in words. This is a new era for our industry. This is where we shine as a company -- we defined new game rules that set us apart from all others," commented Sagi Cohen - CEO, Caesarstone USA, Inc.

While the 8 latest Classico colors (Shitake, Linen, Wild Rice, Late Autumn, Wild Rocks, Belgian Moon, Haze, and Atlantic Salt) have been on the market for some time, the new beautifully textured White Crocodile in the Motivo line, and the 8 colors in the recently launched and elegantly patterned Supremo line took center stage. In fact, Caesarstone's new ad campaign is centered on the Supremo series. On Day 1, the "Supremo Girls" were unveiled -- 3 stunning 10'x5' artistic slabs showcasing the unique colors and patterns of Supremo using patented technology exclusive only to Caesarstone.

"A gorgeous brand like Caesarstone needed an equally beautiful campaign to launch their newest and most prestigious line. I think we gave that to them in our idea for Supremo. We simply used the surface itself as the inspiration for our mysterious portraits that reflect the potential costumers themselves. Because any surface, especially a Supremo surface, is a reflection of the customer and his or her desires. In the end Caesarstone isn't just selling kitchen counters, what they are really doing is creating surfaces that add to the pageant of one's life," said Joe Kayser - CCO, Y&R:CA


After the Press Conference, AIA continuing education course, luncheon with Caesarstone's Director of Business Development Ed Rogers, and mood board reveal, Day 1 turned into night kicking off with the LUXE Interiors + Design Opening Party. Hundreds were in attendance, including TV personality Ty Pennington. Day 2 featured a luncheon, NKBA continuing education course, fabricators appreciation event with Stone World, and closing event with House Beautiful's Sean Sullivan and Kate Kelly Smith, and a social media presentation by Eqal's Ashley Richardson.

"The vision that I had for the 'POP UP Color Tour' was one that created an experience that touched all of the senses. It's easy to talk about branding and what the brand means, but what I wanted to achieve and to present was something with depth and dimension, something that could be felt and explored. I wanted to allow our partners, consumers and industry experts an opportunity to really experience Caesarstone and to walk away with a connection to us and understanding of why we are the industry leader," said, Karen Schakarov - Vice President, Marketing Caesarstone USA, Inc.

Caesarstone has yet to announce their next stop on the Color Pop-Up Tour, though it is sure to be an innovating and awe-inspiring experience from the well-established global leader in the quartz industry. So keep an eye out for the Caesarstone dome, perhaps coming to a city near you.

About Caesarstone USA
Caesarstone is the original quartz countertops and surfaces manufacturer. Caesarstone is headquartered in Southern California with sales divisions and major distribution centers in Los Angeles, San Francisco, Seattle, Colorado, Miami, New York, Atlanta, St. Louis and Dallas. Caesarstone's Independent Distributors are located in Illinois, Indiana, Wisconsin, Philadelphia, North Carolina, Connecticut, Massachusetts, Arizona and Utah. Caesarstone's premium quartz countertops and surfaces complement any design, from traditional to contemporary, for both home and commercial applications. Caesarstone products are available through kitchen and bath retailers, fabricators, architects, designers, builders and distributors nationwide. Offering a Residential Lifetime Warranty, Caesarstone countertops and surfaces are nonporous, stain, scratch and heat resistant. Caesarstone has earned the respected Good Housekeeping Seal from the Good Housekeeping Research Institute and is in compliance with stringent international environmental standards including ISO 14001 (environmental management system), ISO 9002 (quality management standard), and NSF (public health and safety).

Using only sustainable materials, Caesarstone is GREENGUARD certified and is a member of the U.S. Green Building Council (USGBC). For more information about Caesarstone and its products, please visit the company's website at http://www.caesarstoneus.com, or call toll-free 877-9QUARTZ (877-978-2789).

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Christina Olivas
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