02 Oct 2017

Amtico gives us an exclusive look into the world of flooring design

From simple organic pattern features to soft geometric abstracts, Lorna Williams – Head of Product Design and Creative Branding at Amtico – discusses the prevailing aesthetically-led, yet functional, trends and future innovations from the world of flooring design.


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When planning your self-build, there are many considerations to take into account and, while aesthetics may be front of mind, longevity and functionality play key roles too. This ethos should be adopted by all self-builders across every span of the self-build process; from first fix all the way through to the third. It’s worth noting, however, that while functionality and longevity should be of utmost importance on every self-builder’s list of considerations, aesthetics don’t need to be compromised to achieve a seamless finish – particularly when it comes to your flooring.

Luxury vinyl flooring specialist, Amtico, has established itself as a ‘go-to’ trusted flooring supplier within the world of self-building and home renovating and has been selected to adorn the floors of the most prestigious self-build projects across the UK.

Well-versed in the world of self-build, Amtico is more than aware of what the home-building community want from their flooring. Here, Lorna takes over and gives readers an insight into the world of flooring design and discloses what’s gaining traction within UK residential flooring designs.

Lorna says:

“In wood grains, we are interested in exploring rustic grains and shapes in carefully balanced colour variations – with some unusual accent tones such as blue; so subtle, however, they just add a sheen or mood rather than an obvious tone.

“The shapes of these wooden floors are still focused on pattern. We develop laying patterns to suit the widest range of spaces, and, while long-length planks have been popular over the past few years, we see a resurgence in the smaller scale; more intricate cut patterns such as parquet and pleat. Watch out for new ideas from our laying patterns team.

Let the tactility of the product be its main focus: colour is more muted

“Aesthetics are neutral, with soft accents. Ceramic references, concretes and the touch of the hand across surfaces is important for development for the remainder of the year.

The blend of tech and craft

“Manufacturing isn’t a dirty word. At Amtico, textures, colours and shapes come from design research that’s prototyped and produced by a skilled workforce. The care given is just as detailed as a tailor on Savile Row.

“We are seeing companies and manufacturers delving into archives not just to look at designs retrospectively, but also to understand and engage with the handcrafted. Processes that have now become automated need to have a connection to craft. It’s important to work efficiently today to be productive and creative – the innovative products will be a balance of the two; the functionality of modern tech and the form created by hand.

Where do these trends originate?

“We, much like our customers, want to know the source or origins of a product. We want to see evidence of the hand of which something is made and feel a connection with the making process. There’s an overall trend for luxury that is defined by simple, long-lasting materials that use resources carefully. The treatment of everyday materials is being re-examined and the craft of their creation is a new definition of luxury.

“Colours continue to be based on nature, references from rustic natural plants or trees. Weathering and treatments come through with careful flashes of rich colours like rustic greens and reds.

“There’s always a need for neutrals in flooring; they so often create a beautiful foundation for spaces. The spin we bring to it is carefully balanced multi-tonal neutrals that establish the base for an interior design scheme. A grey isn’t simply one tone, it’s a balance of warm and cool. Nature and architecture provide inspirations, the cityscapes around us, the organic matter and botanical references that keep us close to the natural world.”

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