Press Room | 2012

New Laminate Floors from Armstrong

RETHINK WHAT’S POSSIBLE: NEW LAMINATE FLOORS FROM ARMSTRONG® BRING HIGH DESIGN AND PRACTICAL VALUE INTO THE HOME

LANCASTER, PA – What could your home look like if you had no limits? If the hottest design trends were easily affordable, and tough enough to withstand even the most active household? Armstrong’s new laminate floors combine striking and innovative designs with top-performance, at a price that is easy to live with.

Armstrong Laminate Flooring makes it all possible: high design, premium quality and practical value. Drawing inspiration from art, nature, fashion and culture, Armstrong transforms the latest interior trends into fabulous floors.

“Hand scraped. Bleached and whitewashed. Timeless rustic. Let’s not forget that laminates can offer incredible looks with performance that will stand up to the elements – or just everyday family life,” said Armstrong Principal Designer Sara Babinski. “Homeowners are renovating, 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. We want things to last. These new looks are timeless and extraordinary at the same time.”

The Improbable Becomes Practical

Three new looks in the popular Coastal Living™ laminate line include wood, metal and cement weathered by wind, sun and sea that will add an unexpected element to home décor. These truly distinctive patinas bring to mind barefoot beaches and the echo of ocean waves.

Flooring is taken beyond the standard woods and stones to embrace unexpected materials in the new Coastal Living Patina™ collection. The beauty of the coast is translated into a floor with visual texture and natural charm. Sea Wall uses random widths and texture to create the effect of precast cement weathered by sand and saltwater. With a shift in color, it becomes Ore, reclaimed metal from the ocean floor, pitted with age for a rich patina. Inspired by driftwood with its deep grays and warm under tones, the wide planks of Weathered appear to have withstood years of exposure to unrelenting winds and harsh ocean elements.

Floors with a Past

“Distressed or antiqued floors offer customers the look of antiqued visuals that work well in both contemporary and traditional settings. Sculpted or scraped floors offer the popular look of time worn floors often found in older mansion homes, upper end converted warehouse lofts and centuries old castles,” said Babinski.

Rustic beauty from Armstrong Rustics™ Premium collection offers standard and wide width plank designs with rustic textures, dramatic graining and natural aging to reflect the latest trends in hardwoods in three extraordinary designs.

Once one of America’s most popular hardwoods, American Chestnut is now so rare it is available only as reclaimed lumber, and at a premium cost. The character of chestnut’s prominent knots and natural mineral streaks, burnished and stained by years of use, has been recreated with precise accuracy and realistic texture in this beautiful Reclaimed American Chestnut laminate.

Gorgeous and exotic, the detailed graining of Acacia, a richly colored African hardwood species, transforms the floor from a neutral background into a central design element. Hand-scraped texture and random plank lengths add to the realism of this globally inspired style.

Rough-hewn planks of white oak are deeply textured with knots and saw marks to create the rustic look of X-Grain. This unpolished look brings to mind the simple country cabins and hand-crafted furniture of generations past while being perfectly in step with current interior trends.

These groundbreaking designs are brought to life in such brilliant detail; they are often mistaken for the real thing. MasterWorks Technology® creates the clearest images, most vibrant colors and most realistic designs in flooring, while MasterWorks Technology with VTx™ takes it a step further, adding strikingly realistic texture and embossing in perfect alignment with the images.

More Than Just a Pretty Face

Beneath all this striking beauty and realism is quality and durability. Homeowners can live life comfortably on these floors, without living in fear of ever y scratch or scrape. Armstrong laminate floors are built around a solid core for stability, lasting durability and moisture protection. HydraCore™ protects the floor from surface spills and subfloor moisture, so it’s at home in kitchens, basements – any room in the house.

Armstrong laminate installs over nearly any existing floor with no mess and no hassle. Lock&Fold® is the fastest, easiest two-step installation available. Just lock and fold and the floor is ready to be lived on.

150-Year Legacy

Armstrong® has been providing beautiful, long-lasting flooring for more than a century. Its name is known and trusted the world over for consistent quality, innovative designs and incredibly satisfied customers. And most important to today’s shoppers, Armstrong has an exciting array of flooring for every home and every personality. Everything from resilient sheet to laminate and linoleum; vinyl tile and plank to hardwood. For more information, or to locate an Armstrong retailer, please visit www.armstrong.com.

PHOTOS:
Armstrong Laminate, Coastal Living Patina, Sea Wall

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2011, Armstrong's consolidated net sales totaled approximately $2.9 billion. Based in Lancaster, Pa., Armstrong operates 32 plants in eight countries and has approximately 9,100 employees worldwide. For more information, visit http://www.armstrong.com/.  Established in 1860, Armstrong celebrated its 150th anniversary in 2010.

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

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