Ivory sits just off true white, warm enough to soften the starkness a pure white tile can bring to a room, especially under the UK's often grey daylight. It is a colour that photographs beautifully but lives even better, softening a space rather than making it feel sterile.
We see it used often on kitchen floors and bathroom walls, anywhere you want the brightness of white without quite so cool an edge. It pairs naturally with timber, brass fittings and other warm, natural materials, and it is a forgiving base if you like to change soft furnishings or accessories from season to season without redoing the whole room. A honed or lightly textured finish tends to suit ivory beautifully, keeping the tone soft and warm rather than overly glossy.