TEMPLE, Texas (Summer 2007) - Modern design elements combine with the efficiency of laminate in Wilsonart®Home Collection's new Metallic Silver addition to its Wilsonart® HD™ High Definition™ Laminate lineup. The new design targets consumers who are looking for a softer, less intrusive metallic look for their kitchens without the upkeep and expense of stainless steel, or brushed aluminum. The new design is available beginning summer 2007.
Metallic Silver
"Brushed aluminum and stainless steel remain significant design elements in many modern and traditional kitchens," says Ron Gagnon, vice president of design and marketing at Wilsonart. "Often, they can feel stark, cold and masculine. In addition, metals come at a cost and require continual cleaning to wipe away fingerprints. Our new Metallic Silver design is a perfect alternative for those consumers interested in a warmer, more cost-effective and less maintenance-intensive solution to real metals."
The new Metallic Silver Wilsonart HD High Definition Laminate design is the first product of its kind to reproduce the reflective characteristics of authentic metals. Silver gloss layers over black provide texture and eliminate fingerprinting. Like all Wilsonart HD designs, Metallic Silver is three times more wear resistant than the industry standard for high pressure laminate surfaces.
"Since we launched Wilsonart HD in 2005, consumers and kitchen designers have been asking for metallic designs," Gagnon continued. "Our design challenge was to develop a textural representation of metals that is visually arresting. Our research showed definitively that consumers and designers didn't want to see another flat and smooth metal surface - nor did they want another metal hue. They were interested in seeing how metals could be interpreted with texture."
Wilsonart is a leading manufacturer of decorative surfacing products including Wilsonart® HD™ High Definition™ Laminate, Wilsonart® Laminate, Wilsonart® Solid Surface, and Wilsonart® Flooring. The company has been recognized by the Smithsonian Institution's Cooper-Hewitt National Design Museum, Interior Design magazine and Home Magazine for design excellence.
Wilsonart® International is based in Temple, Texas. For more information, call the Wilsonart Customer Service Hotline at 800-433-3222. Consumers can also visit www.countertop.com and professionals can visit www.wilsonartcontract.com.
CONTACT:
Jarrod Krull (jkrull@axiomcom.com)
Axiom Marketing Communications
952-224-2939
Alison DeMartino (demarta@wilsonart.com)
Wilsonart International
254-207-2447