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Updated: Mar 14, 2022

Cemento, launched an innovative material called ‘WILL’ at the Surface Design Show in London next month. With new textures, new colours, and new substrates - WILL is sure to be a must see at the show.

Manufactured by Cimento® in Italy, WILL is a revolutionary surface finish made from 90% reclaimed stone that offers designers and architects an opportunity to get truly creative with concrete. With all the benefits of our lightweight concrete panel range but at only 4mm thick, WILL is more versatile than standard concrete products, as it can be applied to a range of substrates suited to your project. The final product can be installed in a variety of settings and applications from walls to floors, to ceilings or furniture and even to external facades.

At Cemento, we believe that concrete doesn’t have to be grey. So, WILL comes in 30+ warm rich colour tones. All Cemento’s products are low VOC’s, so our tones are created by adding natural colour pigments to our concrete mixes.

Grant Allen, Managing Director of Cemento UK: “When we travelled to Italy at the end of last year and saw the potential that WILL, as a new material, could offer the UK design community, we just had to get it launched. WILL is a fantastic concrete based material with its versatility and high production values. WILL is a new material that opens up a world of concrete possibilities for designers. It brings new colours, new textures and new substrates and far more choice for creative projects from 20 – 1000 sqm.”

The Surface Design show is taking place from February 8 – 10 2022 in London’s Business Design Centre and Cemento will be at stand number 105. Find out more about Cemento at

For press enquiries please contact Ayo Abbas, Abbas Marketing Tel: +44 7968 012 352 or Email

About Cemento UK and Cimento, Italy

Established in 2013, Cemento UK offers design led concrete finishes that create imaginative and sustainable spaces. Based in central London, we work closely with architects, contractors and designers to produce bespoke, inspiring commercial interiors within the corporate, retail and hospitality sectors. From design to installation, our in-house team manages the whole process assuring quality of install and surface every time.

Since 2015 Cemento has partnered with Sai Industry, the Italian manufacturers of Cimento® panelling and furniture. With extremely versatile processes, their concrete mixes can be applied on a substrate of choice from laminate to timber and even metal sheet materials.

Together we’re here to show the future of concrete finishes with carbon neutral manufacturing and a continuous goal to improve and innovate across the industry, with a specific focus on reclaimed stone to produce high quality, recyclable finishes.

Join us at stand 105.

About the Surface Design Show

Surface Design Show returns to London’s Business Design Centre from 8-10 February 2022, showcasing the newest and best surfaces that the design industry has to offer.

@surfacethinking #SDS22

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