Armstrong Commercial Flooring’s exclusive design councils bring together designers and architects from different firms to explore design trends and trade expert advice on concepts, prototypes, ideas, colors and new collections.
Interior designers share their knowledge and opinions with each other and members of the Armstrong commercial floor design team via interactive round table discussions to review trends and participate in innovation thought leadership.
“Design is critical for us. The number one reason people buy our floors is because they like the look of the product. Armstrong is a leader in design and we want to ensure we stay a leader. It is extremely valuable to us to get outside opinions and address our customer needs as part of our ongoing design process,” said Julia Pierce, director of commercial marketing and product design.
Armstrong’s design legacy began over 150 years ago when the company started manufacturing stylish floors for homes and commercial environments. Its early entry into the U.S. flooring market established Armstrong as a leader, but remaining in that position is a continual challenge. One of the ways the company has been able to rise to that challenge is by delivering on its promises to meet and even exceed customer desires for beautifully designed, high-performing, quality flooring products, with a range of environmental solutions.
While a number of factors contribute to the look and design of Armstrong flooring, nothing is more influential than the company’s team of flooring designers. Armstrong designers play a key role in interpreting trends and customer desires into floors that will resonate with designers and architects.
“On one hand, this personal connection to the designer illustrates how much we value their business. On the other hand, we benefit from the design feedback of our customers,” said Pierce. “We learn first-hand about issues and trends that they observe in their practice – and then create fabulous new floors that exceed their expectations.”
According to council members, Natural Creations luxury vinyl tile (LVT) is gaining in popularity, and the green characteristics of flooring materials continue to grow in importance to designers. The award-winning Spice City series, new to Armstrong’s Natural Creations LVT collection, is an outcome of dialogue from previous councils. Inspired by global design influences, it combines a textile feel with unique visual patterns, and it is easy to maintain.
“These new floors build on a theme that patterns with range — layered, similar to carpet families –are appropriate in resilient,” said Grace Corbin, AIA, IIDA, LEED, senior associate, Christner, Inc., who serves on the Armstrong Design Council. “Natural Creations is ‘sustainable’; floors should have longevity and perform with easy maintenance –that is more prudent than just being ‘green’.”
Today’s popular looks in linoleum, vinyl, wood and laminate are inspired by nature. Soothing interiors act as the ‘anti-technology’.
“People are overwhelmed by the amount of communication and how much work they have. Having a soothing work environment mitigates this,” said Renee Labbe, senior vice president, Global Trends, of Stylesight.
When discussing the shift towards colors that mix grays and browns together, the council noted the trend toward accenting them with pinkish tones, taupes and neutrals for a warmer, calming effect.
Colors are becoming more organic, inspired by our natural surroundings. This palette is a likely choice for interiors, especially now as trends related to the environment continue to play a primary role in both residential and contract settings.
“Biomimicry or nature-inspired is important. Earthy colors and nature’s neutral palette create a perfect backdrop for accent colors and pieces. I also like to mix vintage with new,” said Kelly Betts, interior designer, HOK in Tampa, Fla.
Referring to the use of colors and designs that evoke an emotion, Tracey Reinberg of Tracey Reinberg Design, noted, “a sensual appeal makes the design timeless.” Reinberg feels this trend was captured in Armstrong’s newly launched Rejuvenations resilient sheet line. The Ambigu pattern is a tweed visual with organic overlays meant to work together. “It gives the feeling of soft surface without having to use carpet, in key neutral colors and a new textile emboss,” said Reinberg. Technology and advances in printing techniques make it possible for Armstrong designers to create floors not only with the realistic look, but also a realistic feel.
Armstrong’s exclusive Continuum system delivers colors in tonal steps to allow the user to ‘dial up’ or ‘dial back’ color influence, and permits fast cross connections to other surfaces. “Common colors pull materials together in a space,” said Wanda McLarty, Interior Designer, Willis-Knighton Health System, Shreveport, La. “We can create a consistent theme and palette from front of the house to back of house.”
Armstrong’s Pierce said the councils are an invaluable way to explore important trends well before designs are developed, independent of product launches. “We want to evaluate the design thinking by listening to our customers through the decision making process. Engaging designers in a dialogue about their business and ours helps us to shape a relevant marketing program that supports our customers' success – ultimately making the interiors they create for their customers, the best that is possible,” she said.
The Armstrong Commercial Flooring Design Council was established in 2010, and is held about twice annually. The most recent 2011 Armstrong Design Council Members included:
•Renee Labbe, senior vice president, Global Trends, Stylesight , Los Angeles, Calif.
•Kelly Betts, interior designer, HOK, Tampa, Fla.
•Tracey Reinberg, owner, Tracey Reinberg Design, Seattle, Wash.
•Grace Corbin, senior associate, Christner, Inc., St. Louis, Mo.
•Wanda McLarty, interior designer, Willis-Knighton Health System, Shreveport, La.
•Di Anna Borders, principal designer, Armstrong
•Julia Pierce, director, commercial marketing and product design, Armstrong
•Kate McDermott, design analyst, Armstrong |
