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MY HUSBAND AND I have been house hunting for the better part of a year now, which means we’ve looked at a lot of properties. Surprisingly for me, most homes we’ve visited have vinyl on the basement floor. While definitely not a deal breaker, I personally like a carpeted basement as it’s an excellent insulator, making the space feel warm and cozy. Carpet is also comfortable underfoot, offering great cushion for the surface beneath, and it does a great job of absorbing noise — a bonus since my video game-playing teenager can be quite rambunctious.
Carpet in commercial settings is generally more durable than its residential counterpart but it’s no less attractive. As a carpet lover, I actually covet the wide variety of styles available to this market segment. Tarkett’s vice-president of design in North America provides valuable insights into the colours and designs transforming this soft surface flooring in Chic and Sustainable.
Keeping with this flooring focus, Shaw Industries’ chief sustainability and innovation officer explores growing consumer demand for environmentally friendly products and how carpet manufacturers are responding in Sustainability Underfoot. Then, Cédric François of Beaulieu Canada breaks down the differences between common carpet dye methods in In Living Colour
Training and education is a key theme of this issue. While all articles have an educational component, Don’t Void that Warranty is a case study of a university flooring project that utilized remote monitors. Next, A New Lease on Life provides a pro’s guide to refinishing hardwood floors.
To kick-off this issue, we have our regular Business Builder and Installation Matters columns. Carole Cross of Mobile Marketing addresses the hot topic of how traditional brick-and-mortar flooring retailers can not only adapt but flourish in the age of e-commerce. Then, Joseph Mattice and James Harrington of Schluter Systems delve into profiles for tiled floors.
As always, we close with our Then & Now column. Kelly Cray of interior architecture and design studio U31 walks us through the transformation of a downtown Toronto condominium penthouse suite into a sophisticated home, including flooring choices that elevated the design to the next level.
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Coverings is published four times annually — Spring, Summer, Fall and Winter — for Canada’s floor covering industry. Subscriptions are free to qualified participants in Canada’s floor covering industry. Subscribe at www.coveringscanada.ca. Readers from outside Canada may purchase subscriptions for $55 Cdn. For subscription inquiries, e-mail circulation@mediaedge.ca. Return undeliverable Canadian addresses to: Coverings 2001 Sheppard Avenue East, Suite 500, Toronto, Ontario M2J 4Z8
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By Carole Cross
An increasingly digital world poses new challenges for flooring retailers. Customers are more informed than ever, demanding both online convenience and in-store expertise. However, amidst these difficulties lies tremendous opportunity — retailers can leverage their website to not just keep pace but transform their flooring business into a customer magnet.
The reality is today’s customer journey often starts online. Potential customers are researching options, comparing prices and seeking inspiration long before they step foot in a showroom. This means a retailer’s website needs to be more than a digital brochure — it must be a dynamic, engaging and sales-driving machine. To put it bluntly, if your website isn’t generating a steady stream of leads and driving in-store sales, money is being left on the table.
There might be other warning signs that your website is falling short: visitors leaving before taking action; disconnected experiences between online and in-store operations; product information and availabili-
ty that are outdated or hard to find; a return on ad spend below five per cent; customer complaints about website usability or mobile experience; and competitors have a similar website or one with better features that engage and inspire customers. These issues are common but they are also fixable.
So, where does a retailer start?
By understanding the key challenges and embracing practical solutions.
To transform a website into a dynamic driver of sales and customer engagement, it’s useful to focus on four key areas: being findable, engaging, relevant and driving action.
Visibility is paramount in the online world. Simply having a website isn’t enough; it needs to rank high in search engine results to attract organic traffic.
Leading retailers invest in search engine optimization (SEO). Today, SEO is no longer optional, it’s essential. This means optimizing website
content with relevant keywords, building high-quality backlinks and sharing content that builds authority in the business.
Don’t forget local SEO. Many flooring customers are searching for businesses ‘near me.’ Retailers need to claim and optimize their free Google Business Profile, formerly Google My Business, ensure consistent NAP (name, address, phone number) information across online directories and encourage customer reviews. As part of an effective SEO strategy, you must build compelling content with local keywords to drive new traffic to your site.
Additionally, your website must be mobile-optimized since a significant portion of local searches are done on mobile devices. A slow or non-responsive website will drive customers away before they even step into a store.
Attracting visitors to your website is only the first step. The next challenge is keeping them engaged through the buying journey. A website that fails to capture visitors’ attention will see high bounce rates, meaning potential customers leave without exploring offerings. There are a few effective ways retailers can capture attention with their website and convert viewers into customers.
High-quality images and videos are crucial for showcasing products. Even better, consider incorporating interactive elements like room visualizers and measure tools. Room visualizers allow customers to upload a photo of their space and see how different flooring options would look in their homes. This virtual ‘try before you buy’ approach not only engages them but also builds confidence in their purchasing decision.
Many customers are looking for more than just products — they want solutions to their problems. Providing high-quality, relevant content that addresses their needs builds trust and authority. This content can take the form of blog posts, how-to guides and product care tips that answer common questions or showcase successful projects.
Don’t underestimate the power of customer reviews. Shoppers trust reviews from other buyers more than they trust marketing claims. Highlight positive feedback and showcase real-life examples of products in customers’ homes to add credibility and encourage sales.
Personalization also plays a key role in relevance. Use data from your website to personalize the user experience. For example, recommend products based on a customer’s browsing history or offer tailored promotions.
Finally, keep a close eye on innovations available to augment your marketing and customer engagement. For example, artificial intelligence (AI) innovations will likely be critical in evolving the future online experience through helpful interactive chatbots, tailored online experiences and auto-
mated data-driven decisions. AI-enabled tools are in a position to dramatically change the online experience in the coming years.
Today’s customers expect a seamless experience between online and in-person retail.
With that in mind, your website should be designed with one goal: to drive action. Every page should have a clear call to action (CTA) that directs visitors on what to do next, whether it’s booking an appointment, requesting a quote or buying a product. Strong CTAs boost conversion rates and make it easier for customers to engage with a business.
Lead capture forms are another valuable tool. Use them to gather customer information like name, phone number, e-mail address and project details. This allows for follow-up with potential customers to nurture them toward making a purchase.
Incorporating in-store sampling can be a powerful way to convert online visitors into buyers. Encourage customers to scan QR codes or snap pictures of products they’re interested in. This provides an interactive, mobile-first way to engage them while also offering opportunities to accept payment or schedule in-store visits.
Consider the value of e-commerce integration. While not feasible for every flooring retailer, offering online purchasing options, especially for accessories or samples, can significantly enhance the customer experience. This can also include an in-stock section on your website. Retailers should showcase items available in inventory and add pricing or a call to action for customers to engage with their business.
In the digital realm, data is gold. It’s necessary to track key metrics like visitor behaviour, phone calls and goal completion rates to understand what’s working and what’s not.
Get familiar with website analytics. Monitor website traffic, user behaviour and conversion rates to identify areas for improvement.
Track ad spend carefully as well. Return on ad spend is a key metric to ensure marketing dollars are being used effectively.
Finally, know where leads are coming from — your website, Google My Business or social media — to optimize marketing efforts.
The future of any business is closely linked to mastering digital marketing. With these strategies, a retailer can turn their website into a powerful sales tool, attract more customers and position their business for long-term success. Remember, it’s not only about selling flooring — it’s about creating an exceptional customer experience that begins online and extends into the showroom.
Carole Cross is CEO of Mobile Marketing, a Cyncly company. Mobile Marketing is a results-focused agency that specializes in growing businesses through connected digital marketing experiences. The company specializes in full-service, digital, mobile, social and e-commerce, primarily focused around the flooring industry.
By Joseph Mattice & James Harrington
With the growing dominance of large-format tile installations in different thicknesses, specifying and installing profiles has become essential for a project’s success.
Profiles are strips of metal or plastic designed and formed to protect the edges of tile and other surface coverings from chipping, cracking, premature wear and different points of failure. Functional failures from unprotected tile include broken edges, tripping hazards, cracked grout and chipped corners.
Profiles also provide aesthetically pleasing transitions between surface coverings, which is a growing challenge with larger format, thinner tile installations. They reduce maintenance and simplify cleaning as an alternative to grouted and caulked corners, too.
The initial design function of profiles was to provide edge protection from traffic. New profile designs have provided updated solutions to old problems. Inconsistencies with varying dye lots between tile, cap and bullnose, as well as outside and inside corners presented installers and designers with challenges throughout the installation. Profiles are now becoming the preferred choice instead of using traditional tile trim due to their consistency, accessibility and versatility.
As tile sizes have evolved and trends have shifted to larger formats, bullnose and cap trim options have diminished, making profiles the primary solution. Large-format tile was traditionally eight-inch by eight-inch ceramic. Now, 24-inch by 48-inch tiles and larger format
porcelain panels, as big as five-feet by 10-feet, are regularly installed. Profiles provide unlimited design options with a vast selection of materials, shapes, colours and finishes, and they are also available in a variety of sizes to accommodate tile and bed thicknesses.
Beyond protecting tile edges and offering finished edge solutions, profiles can also provide easy, attractive transitions between different materials and elevations, finished appearances and accommodate movement. They offer expanded design possibilities without compromising the quality and performance of the installation.
There is no one-size-fits-all solution; however, there are several categories of profiles, often with some overlapping functions. Profiles can be used to accommodate movement for perimeter joints, in-plane field joints and a change of plane, as recommended by the Terrazzo Tile and Marble Association of Canada’s (TTMAC) manual, Movement Joints for Tile Installations. Profiles are also available to provide cove transitions for change of plane, stair tread nosings, countertop edges and feature strips, to name a few.
Profiles reduce the need for caulking, enable reduced-maintenance assemblies and protect tile assemblies while improving performance and aesthetics. Some profiles can accommodate abutting surface coverings and even conceal flawed edges or tile miscuts.
Every project has unique needs to address. Clear communication early in the process increases efficiency and leads to the correct profile se-
lection. Managing expectations of colour coordination and consistency will help avoid future issues. Here are some considerations to keep in mind. Tile thickness. This is a good starting point for selecting the correct profile thickness, though the tile format might change the method for installation.
Tile size and installation method. A one-quarter-inch mosaic tile will not have the same bed thickness as a six millimetre gauged porcelain tile, as it will require a thicker bed of mortar and may need a thicker profile. Design colours. There are an infinite number of possible tile and grout combinations. Many profiles should be considered to contrast and coordinate with fixtures, or to blend with the tile or grout.
Flooring transitions. The shapes of profiles should ensure a smooth and safe transition and accommodate height differences. Whether a ramp profile to a lower surface or a flush transition, there are options to fulfill these project requirements.
Changes in plane. Where silicone soft joints are traditional, profiles can accommodate the movement while adding a pleasing aesthetic and reducing maintenance. Cove-shaped profiles provide sanitary options for residential and commercial applications.
Environment and traffic flow. Different materials and finishes can be selected: stainless steel, brass, anodized aluminum and PVC. Stainless steel or aluminum might be the appropriate choice for heavy traffic conditions in commercial settings, while a coated profile may be ideal for lighter duty requirements. Chemical exposure from cleaners and solvents will also be a determining factor during the selection process.
The execution is where profiles can help an installation shine. Proper preparation is crucial. With appropriate flatness honoured, a sound, stable substrate and knowing where profiles are necessary, measuring for the correct fit is the next step. The old adage, ‘measure twice, cut once,’ applies as much here as anywhere else.
The best way to cut metal profiles varies but the following methods will deliver the most consistent results: miter saw with a metal cutting blade; hacksaw and a miter box; band saw; and variable speed angle grinder with a metal cut-off wheel. Clamping the profiles down to keep them secure is an important safety measure to take. Also, be sure to use the appropriate personal protective equipment when working with profiles. Have a file on hand to ensure there are no dangerous burrs once the cut is complete.
During installation, the profile must be firmly set in a bed of thin-set mortar. Additional thin-set should be combed over the anchoring leg to ensure it is entirely encapsulated and supported. Immediately clean any thin-set or grout off the surface to avoid potential etching of the finished surface from the cement.
It is imperative that any future standard must accommodate the increasing demand for profiles and protect end-users from poor quality. The National Tile Contractors Association (NTCA) has been a driving force in further executing the process due to increasing demand. As a result, product and installation standards are currently underway. Members from TTMAC, NTCA, the Tile Council of North America and American National Standards Institute are supporting and collaborating to bring these standards to the market. Asthestandardsarestillindevelopment, consult the appropriate profile manufacturer on any projects that may require installation and suitability guidance.
Joseph Mattice is territory manager for Schluter Systems in the Western Carolinas. A former tile contractor, he is the second generation of his family in the flooring industry and a certified tile installer. Joseph sits on the Materials and Methods Standards Association and is active with the National Tile Contractors Association technical committee and the American National Standards Institute (ANSI) A108T subcommittee. He is currently leading the effort to create standards for profiles. James Harrington is director of technical services for Schluter Systems in North America. Jim is a former tile installer. He worked as a tile consultant with professional consultants prior to joining Schluter Systems. James also sits on the NTCA technical committee.
By Scott Banda
In the world of construction, particularly in flooring installations, maintaining correct site conditions is critical. This is especially true when project warranties depend on environmental factors being well-controlled. Yet, achieving perfect site conditions is a rarity and maintaining them through the duration of a project can be even more difficult.
Let’s explore the case of a recent project that highlights this challenge.
During a recent summer heatwave, Northeast Floor & Wall Inc. was contracted to complete a luxury vinyl plank (LVP) flooring installation at an ivy league university in New England. The project successfully wrapped late one evening, just in time for the team to enjoy a long holiday weekend. To keep an eye on site conditions, Northeast Floor left behind a Floorcloud sensor that remotely monitors ambient interior floor space conditions in real-time. The sensor was set to alert the com-
pany if any concerning environmental changes occurred, such as spikes in temperature or humidity, which can compromise flooring installations. What happened next underscored the importance of site monitoring for any project.
Later that evening, Northeast Floor began receiving urgent phone alerts from Floorcloud. The sensor detected that the ambient conditions in the building were rapidly deteriorating — both temperature and humidity levels were on the rise. The project manager for Northeast Floor quickly shared Floorcloud reports with the general contractor overseeing the project and asked if the HVAC system had been turned off.
Puzzled, the general contractor promised to investigate the problem immediately. Arriving on-site, the contractor confirmed what Northeast Floor had suspected. The building owner, thinking the campus would be empty for the holiday weekend, had turned off the HVAC system to save on energy costs.
What the building owner didn’t anticipate was the potential catastrophic effect this would have on the newly installed LVP flooring. If elevated temperature and humidity levels were not controlled, the flooring materials would begin to expand and debond from the adhesive, causing bubbling and dangerous trip and fall hazards. Fortunately, the general contractor was able to turn the building controls back on to ensure the LVP remained in the proper specifications established by the flooring manufacturer. The early warning detection that Floorcloud provided all parties involved in this project saved more than $400,000 in repairs and many difficult meetings amongst the project’s key stakeholders.
This incident serves as a crucial reminder of how much warranties depend on correct site conditions. In the world of flooring installations, factors like temperature, humidity and ventilation can make or break the success of a project.
For Northeast Floor, the benefits of Floorcloud went beyond just monitoring site conditions. Warranties can only cover so much and when site conditions fall outside of what is required for a proper installation, the blame can sometimes shift unfairly onto the installer. Having real-time data collected on-site provided concrete evidence of what went wrong. This protected Northeast Floor from lost time, significant financial claim and its reputation, and proved the company did everything in its power to maintain the correct conditions for the project.
Scott Banda is co-founder and CEO of Floorcloud, a technology company helping improve job site quality control for specialty and general contractors. With more than 26 years in the construction industry, Scott knows first-hand the importance of maintaining interior climate conditions for installation. He can be reached at 617-395-1668 or sbanda@floorcloud.com.
By Dave Darche
Hardwood flooring offers timeless beauty and functionality for commercial settings. Wood is sustainable, natural and renewable. And with proper care, hardwood flooring will last a lifetime.
However, with years of use, hardwood may become scratched, faded and/or discoloured. Often, facility managers will opt to replace the flooring surface, under the misapprehension it cannot be saved. This is expensive, time-intensive and a liability for the facilities team, particularly for those who use the area regularly.
There is a better option. Floor renovation is a budget saver and lifeline for worn, dull and stained flooring surfaces. From adding a completely new
colour or texture to revitalizing an existing look, refinishing adds beauty and durability.
The first step of a wood floor renovation is sanding off the existing finish and stain to reveal the untreated wood underneath. Decades ago, sanding was a health hazard for workers and bystanders that required extensive downtime and resulted in a dusty mess. Not only did this impact air quality but the finished results often included dust particles in the floor.
Fortunately, dust containment sanding (DCS) equipment is now an industry standard, offering healthier work conditions. Additionally,
contractors using DCS spend less time prepping for the sanding process and cleaning up afterward. They also see higher quality results since the process eliminates airborne dust that could settle back into the finish.
Once the floor is sanded, it may be stained to achieve a desired colour or aesthetic. Wood floor stains come in a wide range of colours and most stain systems can be mixed to create custom colours. Waterborne stains are newer to the market and offer a highly sustainable option with the same benefits as oil-modified products.
Most floors require a sealant if stain is not being applied. A sealer coat is necessary
for penetrating, sealing and setting the overall tone of the sanded wood floor. Some contractors are tempted to skip the sealing process to cut costs, but doing so often leads to less than satisfactory results and a need for maintenance sooner than anticipated. Sealers provide a ‘foundation’ for the final finish to adhere to, adding superior durability and protection. Specifically, sealers will halt the natural reaction from the oils, resins, minerals and extractives in the wood during the refinishing process. Additionally, a sealer minimizes side-bonding and the risk of tannin discolouration, and enhances the natural wood tone.
Hardwood floor finishes have made great strides over the years. Veterans of the flooring industry likely recall varnishes and lacquers of the past that required safety precautions to clear the area before and after the finishing work was performed. Some of the products are still used today, such as acid cure or Swedish finish, but much better options are available.
Waterborne finish is today’s industry standard with high-performing, durable formulations that offer exceptionally low volatile organic compounds. Contractors can work safely and quickly since waterborne finishes require two to three hours of dry time per coat and as little as three days for complete curing. The results
also yield a clear coating that does not change or yellow over time.
When evaluating environmentally safe finishes, stains or sealers, floor care teams should seek manufacturers that have achieved Greenguard
certification for their products. This certifies that a product’s chemistry is scientifically proven to meet some of the world’s most stringent third-party chemical emissions standards and helps to reduce indoor air pollution.
Dave Darche is the national market manager of adhesives and architecture and design (A&D) for Bona US. Dave has worked in the flooring industry for more than 35 years. He currently serves on the National Wood Flooring Association (NWFA) A&D committee and is a NWFA certified inspector. Dave can be reached at dave.darche@bona.com.
Once a floor is finished, proper maintenance is key to ensure its lifespan. Here are tips to keep hardwood floors in excellent shape.
• Dust and dirt accumulation can scratch or damage floors. Minimize these contaminants by giving floors a quick once-over with a dust mop daily.
• A proper cleaning routine should include a combination of vacuuming, dry mopping and using pH neutral cleaners to remove dirt and grime. Harsh cleaners are harmful to indoor air quality and the flooring finish.
• Microfibre mops are effective and efficient because they remove more soil, more easily than traditional mops. To avoid spreading debris particles, don’t shake the mop while cleaning.
• Avoid string mops (or mop and bucket combinations) as these tools often put too much liquid on the floor, potentially causing damage.
• Use floor mats in high-traffic areas to capture dirt. Clean or swap out mats frequently to prevent captured dirt from being tracked onto the flooring surface.
• Utilize furniture pads to protect the floor surface from scratches and dents. Avoid sliding heavy pieces along the floor. Instead, lift to move them.
• Always specify a refinishing schedule, which should happen before the floor’s finish is overly worn or damaged.
PRO BLOCK™ MMS ECO
Two-component, Solvent-Free, Fast-Setting, Fast-Curing, 100% Solids Epoxy-Based Moisture Management One-Coat Sealer System
w Protects finished flooring system up to 100% RH (ASTM F-2170)
w Reduces moisture vapor emission rates up to 0.12 kg/m2 (25 lbs/1,000 ft²) per ASTM F-1869
w Contains materials derived from bio-based renewable sources (up to 20%)
PRO COMPLETE™ SET ECO
ECOLOGICAL, Universal, Silica Sand-Free, Sag-Slump Resistant, Lightweight, Polymer-Modified Thin-Set Mortar
w 100% silica sand-free
w Contains over 50% recycled content
w Ideal for use with leveling clips and lippage control systems
PRO PLAN™ SL
Polymer-Modified, Standard Calcium Aluminate Cement-based, Self-Leveling Underlayment
w Creates a smooth, level, and uniform surface
w Super flow properties
w Pour from 1/8"up to 1 1/2" in a single application
PRO GROUT™ MAX 2.0
Ultra-Premium, Next-Generation, Polymer-Modified, Rapid-Curing, Efflorescence-Free "Hybrid" Cement Grout
w 2-in-1 HYBRID grout, which replaces the use of sanded or unsanded grout
w Stain-Resistant – Water-Beading Technology provides a hydrophobic effect
w Unequaled color uniformity
PRO COLOR SEAL™ ULTRA
Ultra-High Quality, Highly-Flexible, Sag-Free, Fast-Curing, "HYBRID" Colored Caulk and Adhesive
w Highly flexible and long lasting
w Up to 500% elongation
w MS Polymer™ formula
PRO LEVEL PEGS™ Calibrated Leveling Pegs
w Flexible, durable, easy to cut
w Peel and stick
w English and metric measurements
PRO GROUT™ MAX 2.0 – MEASURING PAIL is translucent with measuring lines in both metric and English. PRO GROUT™ MAX 2.0 – GROUT FLOAT is made of premium-quality, soft but hard-wearing rubber, with rounded and angled corners, and a durable form-fitting plastic handle.
By Omoleye Simmons
There are a number of unique sources influencing design trends in 2024 and 2025, from nature’s biodiversity to traditional crafts and cultural connections to journeys through time itself. A driving commonality between all of these is the exploration of how elements of colour, texture and pattern relate to one another, particularly given efforts to balance an increasingly digital world with the timeless comforts of nature and handcrafted expression.
Colour perception is influenced by the surrounding environment and its impact on mood and the senses. This concept inspires colours that arise from a relationship with other elements, such as light and texture, with the intention of evoking a particular artistic outcome and emotional response.
Reflective glow. Colour’s relationship to light and its reflective qualities brings amber tones that glow and radiate. In contrast, the absence
of light and shadow inspires mysterious colours of deep green, olive, dark rich purple and rust. Explorations of nature’s adaptations to darkness bring palettes with a glowing luminescence.
Nature’s neutrals. Neutral palettes offer a sense of repair and acknowledge earth’s grounding ability. Inspired by minerals, stone and clay, warm neutral tones of brick and golden stone bring reassurance and encourage the idea of earth’s foundational staying power. These will be complemented in interiors by vibrant tones inspired by nature’s diverse flora. Tropical brights in emerald green, cherry red, golden citron and blush infuse joy and are a reminder of earth’s restorative power.
Retrospective hues. The relationship between past and present is represented in the revival of retro colour, offering saturated mid-tones that celebrate past design eras. This year saw colour palettes derived from moments spent in retrospect — everlasting colours with reminiscent, comforting power. Palettes harkening nostalgia might include confident yet playful oranges that add liveliness with a fresh, unexpected twist; pinks, weathered to petal-softness; and warm blues that add the timelessness of aged denim. These tones feel soothing in their familiarity with an effortless sense of timeless style. Looking ahead to 2025 and beyond, trend forecasting company WGSN anticipates a ‘digitopia.’ Inspired by the surrealist images that are surging from artificial intelligence, this style is predicted to usher in intriguing plays on colour like high-saturation ombres. Dreamy pastels will combine with deep hues to achieve a utopic mood.
Colour blocking. Exploring the ways colour collides and works together in design can expand notions of relationships. Pattern colour blocking invites colour to coexist and compete for attention or stand alone in a neutral space. With the desire for balance and the need for transition in spaces, ombres of colour and neutral styling provide the perfect solution. Injecting small pops of bold colour into otherwise neutral carpets can offer an equilibrium
of calming, wellness-inspiring tones and subtle interest or energy.
Evolving from minimalism to ‘intelligent simplicity,’ sophisticated textures balance streamlined aesthetics with a touch of luxury and offer a shift in colour as they reflect light. Carpet tiles that challenge the balance of textural surface treatment can create an inspired and harmonious approach to blended surroundings. Placed randomly throughout a space, disparate surface textures create a pleasing contrast and relationship with reflective light. The interplay of light and shadow on different pile heights and textures can create a dynamic visual appeal, especially in rooms with ample natural light — adding dimension and richness to the overall aesthetic of the space.
Styles that feature aesthetically contrasting and complementary surfaces create visual interest as distinct textures express opposition, yet merge in harmony. Carpets that explore pairing and blending different yarn deniers, or partnering black yarn accents with soothing neutrals, result in a heavily textured aesthetic that brings the entire space into focus and well-established coherence.
A continued trend is one of authenticity and connection, a growing focus with the embrace of traditional crafts and artisans. The rise of collaborations and support of artisan communities, as reported by WGSN, invites respectful partnerships to preserve traditional crafts, combining different pattern-making methods within one surface or product. Designs that embrace cultural diversity are often a celebration of colour, featuring vibrant brights and vivid dyes. Naturality is also a hallmark of the craft maximalism theme, with materials like jute, hemp and rattan often highlighted.
Designers, too, are taking inspiration from art and incorporating artistic techniques into flooring design. This can be seen with a handson approach to the design process, bringing full teams and collaborators into a makerspace to experiment with different mediums and art techniques. This focus on celebrating the craftsmanship in pattern-making also brings customers into the story behind each product and partnership, the details of all parties and skills used. Co-creation, whether with artisans or one’s community, delivers unmatched authenticity and connection. Embracing differ-
ent perspectives unlocks a powerful experience of commonality and togetherness.
The resurgence of handmade artisanal crafting flows into a strengthened commitment to recycle or upcycle old materials as often as possible. With consumers and businesses prioritizing sustainability and working toward creating a circular economy, the demand for healthy materials and responsible end-of-use practices continues to grow. To ensure flooring can be safely recycled
later, it’s important to source materials that are free of ortho-phthalates, per- and polyfluoroalkyl substances, also known as PFAS, and all six classes of harmful chemicals identified by the Green Science Policy Institute. Flooring manufacturers have long offered take-back and recyclingprograms,andinnovationswithinthisspace continue to shine through. Just this year, a breakthrough partnership announced a method of using fungal root structures to break down flooring materials, including broadloom carpeting, which is notoriously difficult to recycle.
Through her art and textile designs, Omoleye Simmons strives to live up to the meaning of her name, “One who brings change.” An accomplished designer, Omoleye spent more than a decade developing impactful textile collections, winning more than a dozen industry awards. In her current role as vice-president of design for Tarkett North America, she leads the design vision and serves as the voice of Tarkett design within the commercial interiors industry.
By Kellie Ballew
There is growing demand among Canadian homebuyers for homes that are energy-efficient and eco-friendly. One way to create a more environmentally sustainable home is to purchase products that contain recycled content. Doing so diverts materials from landfills and lowers a product’s carbon footprint.
There are two primary types of recycled content: post-consumer and post-industrial (or pre-consumer). Post-consumer recycled content are materials that have been used and then disposed of, such as newspapers, soda cans, water bottles and more. Post-industrial recycled content is the reuse of waste that is created during the manufacturing process like trim or scraps. Both are valuable from an environmental perspective although there tends to be a greater desire for post-consumer recycled content among today’s shoppers.
Consumers don’t have to sacrifice style for sustainability. Products made with recycled content can be just as beautiful, comfortable and durable as they are sustainable. Take carpet, for example. Polyester carpet meets a wide
range of home styles and design trends. What’s more, it can be made with recycled polyester (PET) from plastic containers, such as water or soda bottles. By reclaiming and recycling plastics, carpet manufacturers can turn one industry’s waste into a valuable resource. Instead of going to landfill, plastic bottles are converted into fibre that is used to create wall-to-wall carpets or rugs.
To provide more context to the impact of carpet made with recycled content, there is a product on the market today that contains an average of 152 recycled plastic bottles per square yard. A 140-square-foot room using this carpet would prevent more than 2,350 bottles from going to landfill. Globally, approximately eight million metric tons of plastic waste enters the oceans annually from various sources, including mismanaged waste disposal, inadequate recycling and littering. Plastic bottles, along with other single-use
plastics like bags and packaging contribute significantly to marine plastic pollution.
Using recycled content can also lower a product’s carbon footprint compared to the same product made using only virgin raw materials. Often, the most significant part of a product’s carbon footprint is the materials used to create. This is because the greenhouse gas emissions produced as extractions from the earth are then refined into the ingredients and materials ultimately turned into products. By using recycled content, much of this process is avoided and a product can have a lower carbon footprint.
Educating consumers through marketing and packaging is key to appealing to the environmentally conscious. In-store and on-product promotion, such as eco-friendly-related iconography, are impactful ways that enable consumers to easily identify products that provide environmental benefits. The use of simple visuals that show the product and recycled materials like plastic bottles, along with a quick statistic or infographic, can effectively communicate the message to the buyer that a product has sustainability features.
Most environmentally conscious consumers easily understand the message about recycled material and why it matters. However, it is also helpful for sales associates, designers and others involved in product selection to be able to explain the carbon footprint impact, which may not be as obvious for flooring as it is for home appliances or electronics.
As the number of Canadians concerned with environmentally friendly products is increasing, it is essential to continue to provide manufacturing solutions that meet this growing market expectation. It is equally important to educate flooring shoppers across both residential and commercial markets on the benefits of flooring that uses recycled content and how those products can be durable, beautiful and sustainable, all at once.
Kellie Ballew is chief sustainability and innovation officer at Shaw Industries Group, a global provider of sustainable floor coverings and the world’s largest carpet manufacturer, serving customers through its brands Anderson Tuftex, COREtec, Shaw Floors, Patcraft, Philadelphia Commercial, Shaw Contract and more.
By Cédric François
Carpet has become a game-changer in residential and commercial interior design because of its comfort underfoot, personalization options and colourful elements. But what may be unknown is that the dyeing process affects the quality, durability and, ultimately, look of this soft surface flooring.
There are two commonly used methods to dye carpet fibres: piece dyeing and solution dyeing. Each technique creates a product with unique properties and characteristics that consumers and designers alike should consider before making a carpet selection. Ultimately, both dyeing methods have their place in the market,
and the decision will depend on a balance of factors not limited to aesthetic preferences, performance requirements and budget.
There are many steps that make up the carpet creation process: fibre extrusion, yarn manufacturing, tufting, dyeing and finishing. Piece dyeing, also known as post-dyeing, occurs after tufting. This method can be compared to dipping a French fry in ketchup — the outside changes colour but the inside remains the same.
In the piece dyeing process, fibres or carpet rolls, also called ‘greige goods,’ are woven or
tufted into the primary backing without colour. Once the unfinished carpet is created, it is immersed in a dye solution where colour adheres to the surface of the fibres. This is typically done in large vats, often using heat to help the dye penetrate the fibre’s surface.
There are several methods within piece dyeing, such as beck dyeing (where greige is dyed in large vats at atmospheric pressure, then dried in a separate operation) and continuous dyeing (where the carpet is dyed in a range where colour application, rinse and drying take place in a continuous operation).
There are several benefits of piece dyeing. The method offers a much broader spectrum
of colours compared to solution dyeing. Manufacturers can customize colours and even create intricate patterns after the carpet has been tufted. This method is ideal for those looking for specific or unique shades to match their design requirements. The technique also allows manufacturers to produce large batches of carpet and then dye them in response to market demands. This can be more efficient when handling large-scale orders with specific colour needs. Piece-dyed carpets generally have a lower initial cost compared to solution-dyed carpets, too, which make them an appealing option for budget-conscious consumers or those who need a short-term flooring solution.
Piece dying has its cons as well. For instance, because the dye only coats the surface of the fibre, the colour is more vulnerable to fading, especially when directly exposed to sunlight, bleaching agents or cleaning chemicals. This vulnerability also leaves the carpet more susceptible to stains, as spills and dirt can penetrate the outer layer of the fibre and reach the undyed core. Due to the risks of fading and stains, piecedyed carpet may require extra attention, including more frequent maintenance and cleaning to keep it looking fresh and vibrant. Another drawback is potential colour inconsistency. Since dye lots can vary from batch to batch, it’s possible to end up with slight differences in shade between rolls of carpet, which can be noticeable when installed in large areas.
Whereas piece-dyeing occurs after tufting, solution-dyeing takes place at the beginning of the manufacturing process when raw materials, usually synthetic fibres like polypropylene, nylon or polyester, are being melted. Coloured pigments are added to the molten solution. Afterward, the molten mixture is extruded into fibres, which are then spun into yarn. Basically, if piece-dyed carpets are like French fries dipped in ketchup, then solution-dyed carpets are sweet potato fries whose orange colour runs the whole way through.
The advantages of solution-dyed carpet are many. Since colour is added during the fibre extrusion process, it is deep, rich and consistent across the entire carpet. This creates uniformity in the colour representation and eliminates any potential variations that can occur from batch to batch. And because colour is directly injected during the fibre extrusion process, solution-dyed carpets are highly resistant to fading from sunlight and harsh
chemicals, such as bleach or other strong cleaners. The colour tends to remain vibrant even in high-traffic areas. This is because the dye penetrates the entire fibre, rather than just the surface. Solution-dyed fibres are also less porous than piece-dyed fibres, making them inherently more resistant to stains. In fact, the fibres are hydrophobic, meaning they repel water, so spills are less likely to penetrate the fibres and become permanent blotches on the carpet surface. What’s more, solution-dyeing eliminates the need for large vats of dye to colour the unfinished carpet. This significantly reduces the quantity of water and chemicals needed to complete the dyeing process, which has a positive impact on the environment.
One of the main drawbacks of solution dyeing is the limited number of colours and patterns that can be produced. Because colour is added at the fibre-creation stage, the fibres must be individually manufactured or purchased and stored, compared to white thread. If manufactured, the minimum production quantities per colour must be respected to increase efficiency while reducing losses caused by colour adjustments made at the beginning of each production batch. Solution-dyed carpets also may have a larger upfront cost compared to piece-dyed carpets. However, many consumers find the higher price tag is offset by the longevity and low maintenance of this type of carpet.
Cédric François is digital marketing coordinator at Beaulieu Canada, a leading carpet manufacturer with 70 years of experience in the manufacturing and distribution of floor coverings. The brand is a supplier in the residential and commercial flooring markets in North America.
Condo penthouse’s natural stone, marble and wood flooring provides handsome backdrop to streamlined design features
By Kelly Cray
There’s nothing quite like condominium living, especially when a penthouse in Toronto’s King West entertainment district is called home. Located on the top floor of a 36-storey boutique building that’s tucked between Adelaide and King streets just east of Spadina Avenue, the 2,500-square-foot suite offers incredible views of the city skyline and Lake Ontario, and a spectacular terrace that almost rivals the interior at 2,000 square feet. But while spacious both inside and out, the suite, purchased in 2018, was in need of revitalization. The previous owner’s interiors were defined by a black and white, high contrast glam scheme that wasn’t the current occupant’s style. A mid-30s medical professional and entrepreneur, he wanted a relaxing and stylish space that was also suitable to entertain close-knit family and friends.
The design strategy was to completely renovate the suite and establish a simplified, contemporary home that was warm, welcoming and inspired by a refined-masculine and sophisticated aesthetic. This was accomplished by replacing most of the materials in the suite, which included the flooring. Existing floors in the main living spaces and two bedrooms were painted a glossy white, covering the original natural wood planks, while those in the foyer and corridor leading to the open concept living, dining and kitchen area were treated with leopard print carpeting. The design team
replaced a majority of the suite’s floor surface with a herringbone patterned medium-stained oak to anchor the home in timeless elegance. In the foyer and corridor, a 24-inch by 48-inch slate grey floor tile was installed for its beauty, durability and ease of maintenance. Since the primary ensuite’s white marble floors, walls and ceilings suited the new concept, they were maintained, as was the existing white tile in the guest bathroom.
To complete the client’s desired look are custom walnut architectural details, dramatic matte black contemporary cabinetry in the main living/ dining area, luxury kitchen countertop and island crafted in ‘leathered’ Bianco Lasa Macchia Vecchia stone, floor-to-ceiling back-lit Alabaster stone-clad wine cooler, and contemporary artworks and teal accents that introduce colour into the narrative and animate the home with playful energy
Kelly Cray is a partner and creative principal at U31, a Toronto-based award-winning interior architecture and design studio established in 2011, that focuses on diverse projects across a variety of sectors, including luxury homes, boutique condominiums, large-scale multi-family communities and commercial developments. Kelly’s career in the interior design field began in the late 1990s, when he honed his craft and garnered a reputation of creating innovative interiors in the then-fledgling condominium market.
January 28-30, 2025
Mandalay Bay | Las Vegas
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A collection designed to help families build a cozy sanctuary where they can play and relax.
