Las Vegas, NV -- Laticrete, a global manufacturer of premium installation and finishing systems for the building industry, has announced that its 60^th anniversary celebration will take place at the World of Concrete in the Las Vegas Convention Center from February 2^nd to 5^th. The theme of the celebration is "60 Years of Building Chemistry", which recognizes the significant products and relationships the company has built over the last 60 years.

Sixty years ago, Dr. Henry M. Rothberg's pioneering work in the field of chemical engineering revolutionized installation techniques for the setting of ceramic tile and stone by the adhesive mortar method. Dr. Rothberg's research is now the basis for all modern adhesives used today for the installation of ceramic tile and stone.

To celebrate this important milestone, Laticrete will host a happy hour in its indoor booth (#S11427) from 3:00 p.m. to 5:00 p.m. on Wednesday, February 3^rd.  The happy hour is open to all World of Concrete attendees. Attendees are also invited the booth at any time to a spin the Laticrete wheel for a chance to win special prizes.

In addition to celebrating its 60^th anniversary, Laticrete will provide access to newly-launched and updated product lines. Outside the convention center, Spartacote coating systems experts will provide live application demonstrations at the Decorative Pavilion (booth #O40845).

"From its earliest days, Laticrete was founded on the importance of building a chemistry of trust with its customers and partners. Providing industry-leading technical and customer support has been a critical element of the success Laticrete has experienced," said Sean Boyle, senior director of marketing and product management. "The new and updated product lines we are demonstrating at the World of Concrete show that our 60-year track record of innovation continues unabated."

At the World of Concrete, Laticrete is launching Spartacote Flex Pure Clinical Plus, a specialty concrete coating system equipped with antimicrobial technology perfect for hospitals, veterinarian facilities, pharmaceutical facilities, research labs, clean rooms, prisons, locker rooms, restrooms and food and beverage processing areas.

This low-VOC, fast-curing, two-part polyaspartic aliphatic polyurea sealer/finish coating is designed to inhibit the growth of bacteria and viruses. Engineered to perform for the life of the floor, these hygienic coating systems prevent contamination throughout the entire system. The material is applied in a single or multiple coats by brush, roller, or squeegee at varying thicknesses to a variety of substrates. Spartacote Flex Pure™ Clinical Plus, provides optimal impact, abrasion, and chemical resistance characteristics.

"Spartacote Flex Pure Clinical Plus, exhibits over a 99% reduction in staph and salmonella over a 24-hour period when compared to a standard floor coating," said Boyle. "It is a truly phenomenal product."

The product is available in all Spartacote commercial, industrial and decorative flooring systems and can be applied as a top coat within seamless, multi-build chip/quartz coating systems.

Additionally, updated for the World of Concrete, Laticrete Drytek Moisture Vapor Barrier is now shipping with pigmented colors.

Designed for use in conjunction with Laticrete Spartacote, the Drytek Moisture Vapor Barrier Pigment Base may be mixed with Spartacote Epoxy Pigment and is available in eight different colors: black, white, light gray, medium gray, dark gray, light beige, sand beige, dark beige and tile red.

Drytek Moisture Vapor Barrier is a single-coat, 100% solids, liquid-applied two-part epoxy coating specifically designed for controlling the moisture vapor emission rate from new or existing concrete slabs prior to installing Drytek underlayment, decorative toppings and most resinous coatings.

Live demonstrations of Spartacote application will occur at 10:00 a.m. and 1:00 p.m. on Tuesday February 2^nd, Wednesday February 3^rd and Thursday February 4^th at the outdoor decorative pavilion (booth #O40845). Spartacote coatings systems experts will demonstrate: how to install Spartacote Chip systems, how to install Spartacote Quartz systems, how to install Spartacote Metallic systems and creative uses of Spartacote concrete coatings.