Press Room | 2013

January 2, 2013

FLOORING TRENDS IN NEW HOME CONSTRUCTION

LANCASTER, PA, JANUARY 2, 2013 – Homeowners are looking for homes not purely for resale value, but for their own comfort and pleasure. There is a deep desire to have our homes be a sanctuary – a refuge and reflection of our tastes and values.

Many people are gravitating toward what feels familiar and real. This need has bred a renewed interest in what’s natural and genuine, the work of artisans, or things with a vintage flair. And what could be more real, more basic than a floor that has been designed to be beautiful, provide support and comfort and last for years to come?

The Enduring Beauty of Hardwood

Many of the trends we see in flooring, especially hardwood, begin in the European markets. They then move to the West Coast (California) and Canada, and trickles into the major metropolitan cities. This dark trend has been popular for many years, and is just now becoming more mass market. We are beginning to see a shift towards natural mid-tones, and as the economy begins to pick up, most likely the palette will begin to lighten up. Wood finishes continue to be at both ends of the spectrum, either very dark or very light. Earth tones will continue to be popular. They are the new neutral, bring warmth and comfort into the home (or office), and bring the outdoors in. Longer and wider planks have been popular for some time and its popularity is increasing.

People want confidence that their hardwood floors will stay beautiful for many years to come, and Performance Plus® from Armstrong delivers on that promise. A patented acrylic-infusion process makes these floors up to 2.5x times harder and an exclusive new Nano Alum-Oxide coating provides added scratch and stain resistance. It’s the only wood floor product to combine all these consumer-hot-button features with the ease of three install options – glue, staple or Lock N’ Fold – at a great price to the builder.

Redifining Classics with New Material

Let’s not forget that laminates offer incredible looks with performance that will stand up to the elements – or just everyday family life. Laminates help make the hottest interior trends entirely affordable…even the most sophisticated designs can be tough enough to withstand any lifestyle. Picture a home perched high above the ocean with a view stretching to the horizon. New laminates in Armstrong’s Coastal Living collection capture the rich hues of caramel-dusted sand grains with hints of chestnut brown and white wash in three distinct wood visuals – natural oak, pine and walnut. Inspired by driftwood with its deep grays and warm under tones, the wide planks appear to have withstood years of exposure to wind, sun and sea. Very unique, white-washed and hand-scraped visuals – exact replicas of unique looks borrowed from premium wood flooring lines.

There is a strong trend towards Rough Luxe (luxury) with vintage patinas. Texture is becoming the new driver. It is all about stimulation of the senses in the home, and in fashion. Rustic wood looks are everywhere. This includes heavy graining, knots and cracks. Medium finish/gloss levels are moving toward extreme low gloss, or slightly higher and more reflective. Home furnishings and fashion continue to be influenced by the use of rough linen textiles; stone washed denim and distressed finishes. Floors that have a natural, rough look with the performance that only can be achieved by today’s technology….for example, the new glass-backed vinyl sheets and the incredible realism of Armstrong Luxe Plank vinyl, Timber Bay.

Flooring design is all about visual and tactile interest, and can be achieved through color, pattern, texture and finish. To learn about the latest trends visit www.armstrong.com or browse through Armstrong’s flooring galleries for ideas and inspiration at http://www.armstrong.com/flooring/flooring-galleries.asp.

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors and ceilings. Based in Lancaster, Pa., Armstrong operates 34 plants in eight countries and has approximately 8,700 employees worldwide. For more information, visit http://www.armstrong.com/.

News Contact
Michelle Zelman, 717-859-6766
mjzelman@armstrong.com.

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