Everything Old World is new again


We may live in a new age, but we still clamor for old world styling in our homes. Today's interior design trends reflect our desire for looks that say "handcrafted" yet perform "high tech."
Laminate flooring is an ideal marriage of the modern homeowner's love of authentic details and need for maximum durability.

"Homeowners today can have the timeless appeal of wood's look in laminate flooring products that offer superior durability, clean easily -- and install quickly, without glue," explains Claes Wennerth, president of laminate flooring manufacturer, Alloc, Inc. located in Racine, Wis. "This dual personality gives laminate flooring vast installation opportunities."

Wennerth says that Alloc, the first company to manufacture glue-less, mechanical locking laminate flooring, has seen consumers' tastes in design evolve. Ironically, as homeowners invest in more high technology items for their houses than ever before, they are demanding more Old World craftsmanship in their décor. When it comes to flooring options, families are hungrier than ever for the warm look of handcrafted wood -- yet they've been trained on a staple diet of durable, quick-install laminate.

"We must provide the most modern of product innovations and the most time-tested, Old World styling," Wennerth states. "Our latest laminate products are so detailed, so inviting --just the right combination for savvy homeowners who know what they want."

Alloc's Original product line is a prime example in the evolution of laminate flooring design. Original products are commercial grade, meaning they are suitable for use in public spaces thanks to their superior performance ratings. However, two new additions to the Original line-up are most noted for their amazing design details and authentic wood looks.

The Alloc Original Handscraped Collection is just that -- a collection of laminate flooring products so steeped in authenticity that the plates used to create the planks are scraped by hand. The result is an impeccable real wood texture and look, available in three traditional finishes.

The Alloc Oiled Wood Collection is laminate's answer to the growing popularity of oiled finishes in wood flooring. Products in this collection have a distinctive low sheen, matte finish like that of real oiled wood. The line is available in three options: Oiled Maple -- a three-strip design, Oiled Teak -- a two-strip design and Oiled Teak Shipdeck. Shipdeck is a two-strip design (planks are 3 and 3/4 inches wide) featuring black debossing and no end joints, for a rustic, lineal appearance. As the name implies, the look is reminiscent of the weathered and long, lean planks of ship deck.

"These new products have such detail, charm and authenticity, they almost belie the advanced manufacturing technology used to create them," Wennerth summarizes. "As strong as they are beautiful -- laminate floors are the floors of the new generation."

Information provided by Mercury Carpet & Flooring; Courtesy of ARA Content