For Immediate Release
Armstrong's newest laminate floor collection Grand Illusions™ challenges the senses with a high-end, piano-finish wood visual that offers the unparalleled look and feel of rare, exotic woods at a fraction of the cost.
"It is the most compelling and realistic looking laminate on the market, easily confused with its real wood counterpart," says Milton Goodwin, general manager, Armstrong Laminate and Ceramic Products. "This is a case where 'seeing is believing.' No other laminate compares in terms of clarity and realism to actual wood without any of the potential drawbacks of the natural material."
Armstrong Laminate Grand Illusions Brazilian Jatoba L3023
Grand Illusions™ offers true luxurious wood looks in four exotic species, including Cherry, Brazilian Jatoba, Melbourne Acacia and Cabrueva. Defined by a stunning high gloss, piano finish, the planks are 5-inches wide and show only one 'board' visual per plank, creating a more realistic overall appearance when installed. This true-to-life hardwood flooring pattern is without the panelization effect typical in most multi-board laminates. The new floors also feature a "Kissed Edge Bevel" which is one half the size of a standard micro-bevel and helps to accentuate each strip, placing emphasis on the natural grain and texture.
In addition to beautiful design, the collection offers several unique features that separate it from other laminate floors. "The 12mm thickness provides improved 'in-room sound' meaning that it actually sounds more like a genuine 3/4-inch hardwood floor, and not hollow like other laminates," says Goodwin. The edges are stained for a 'through-color' appearance, but more importantly the stain provides enhanced moisture resistance, just like painting a house does. "It also is the first 5-inch wide laminate that offers simple Lock&Fold™ installation, making it the easiest laminate to install." With Lock&Fold, the panels do not have to be tapped together; simply fit the tongue-and-groove panels together, fold them down and lock them into place. It's that easy.
"While the beauty of Armstrong's new laminate wood visuals is that they look nearly identical to natural wood, coordinated wall base, trim pieces and transitions enhance the floor's visual effect," says Product Design Manager Mark Danner. "Consumers can consider using thick, decorative installation accessories to create a sense of age or elegance, or, use simple moldings with straight unadorned lines for a more modern feeling."
Armstrong Laminate Grand Illusions Melbourne Acacia L3024
"With the introduction of this collection, Armstrong enhances our assortment with a unique high end exotic wood visual to satisfy even the most discriminating consumer at an affordable price," adds Goodwin. In addition to its constantly expanding collection of fashions, including exotic woods, Armstrong's luxurious laminate is distinguished by its glueless, locking installation, high-definition imagery, embossing techniques such as its exclusive MasterWorks Technology® for realistic, clear and vibrant looks and the first 5-inch product with Lock&Fold technology, featuring individual strips engineered to install faster and easier.
The Armstrong Laminate Difference: Grand Illusions™
• Armstrong's exclusive new HydraCore™ Plus layer gives the floor its real solid wood appearance and superior performance structure that resists surface spills or moisture from the subfloor.
• Lock&Fold planks install faster and easier than other laminates with a simple two-step process - simply Lock&Fold. No more angling of the short end and then the long end.
• MasterWorks Technology® is an award-winning printing technology that creates the most realistic, clear and vibrant floor designs.
• VisionGuard® is the highest residentially rated wear surface available. Easy to clean surface that protects the floor from stains, fading or wear.
• Armstrong stands behind its products with a 30-year warranty, one of the most comprehensive warranties in the business.
For more information on decorating and living with laminate, visit www.armstrong.com.
Contacts:
Carlene Moloney
(717) 396-5579
cfmoloney@armstrong.com
Michele Zelman
(718) 859-6766
mjzelman@armstrong.com
mjzelman@cherryleaf.net
Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2005, Armstrong's net sales totaled $3.6 billion. Based in Lancaster, PA, Armstrong operates 43 plants in 12 countries and has approximately 14,500 employees worldwide. Armstrong Floor Products and its powerhouse family of brands - Armstrong, Bruce® Hardwood Floors, Armstrong™ Hardwood Flooring and Robbins® Fine Hardwood Flooring - offer the most extensive portfolio of flooring products available, including branded vinyl, laminate, Genuine Linoleum™, hardwoods and ceramics for residential and commercial applications. Armstrong resilient products are recognized for contributing to indoor air quality through FloorScore™, a new voluntary certification program administered by the Resilient Floor Covering Institute (RFCI) that identifies flooring products that meet stringent air quality requirements for low emitting building materials. More information about Armstrong is available on the Internet at http://www.armstrong.com.
All trademarks owned by AWI Licensing Company or Armstrong Hardwood Flooring Company.
FloorScore is a trademark of The Resilient Floor Covering Institute.