Amtico – new flooring products for a new brand identity

To coincide with the launch of its fabulous new flooring collection, luxury vinyl flooring specialist Amtico has had a striking new re-brand. The dynamic new visual identity I Create, I Express, I Define: I Amtico, has been designed to project individuality and creativity and is set to inspire homeowners and interior designers alike.

A radical new product overhaul, the largest in Amtico’s 46-year history, sees the introduction of over 30 new products and design layouts within the 2011 collection.

The new brand and product portfolio reinforces Amtico’s quest to continually translate the essence of constantly evolving design trends, as Amtico’s in-house design manager Lorna Williams explains: ‘Our desire to explore new flooring ideas never stops. Whether we are travelling the globe or just being inspired closer to home, we are constantly looking at pushing the boundaries in what is possible in flooring design.’

Amtico’s new product ranges are grouped according to shade and tone; from warm, golden and rich woods to cool and neutral stones through to bold abstracts with a cutting edge twist. This arrangement enables designers and specifiers to experiment with new product combinations and is accompanied with touchable imagery that clearly presents new cutting formats.

Examples from the new Wood, Stone and Abstract collections include Shibori (design wood collection), Stria (stone collection) and Infinity (abstract collection).

Shibori – with a popular linear grain, Jasmine, Lapsang and Sencha provide stylised new additions to the design wood collection. Work with and across the grain to create a unique statement floor.

Stria – seven new stone designs add colour, chic and texture to the range. More visual depth, like a real stone, that works perfectly when combined with other woods, stones and abstracts.

Infinity – the epitome of the Amtico range created entirely by the Amtico in-house design team.

No two tiles are the same with an organic fluid movement and special pigments to create an illusion of depth. ‘The unique construction of the Infinity range produces a truly individual decorative layer that is beautifully random and can deliver a calm or striking effect dependant on the way the customer wants it be cut,’ explains Lorna.

By experimenting with new pigments, artwork, embossing techniques and design layouts, Amtico’s dedicated in-house design team are able to stay at the forefront of flooring design.

‘Most of the product creation is done in-house and this allows us to explore a multitude of materials and textures as part of the design process,’ adds Lorna.

‘The powerful new brand identity, the vastly increased product range and the new design layouts with greater flexibility in cutting options will allow designers and specifiers to express their creativity in a new and exciting way.’

For more information and inspiration, visit www.amtico.com

All images are accredited to Flooring Supplies.