Aspecta by Metroflor Debuts Biophilically Designed Booth, Sustainability & Transparency Message at Greenbuild 2017

During November 8 – 10, over 20,000 people attended the Greenbuild conference in Boston – the world’s largest green building conference and expo. The theme this year was “ALL IN” − meant to reinforce the commitment and optimism needed to cause change in the built environment. Metroflor Corporation was “all-in” at Greenbuild with a new biophilically designed booth that spotlighted its Aspecta range of LVT flooring and showcased the company’s many advances in sustainability and transparency. Metroflor was the only resilient flooring company exhibiting at the show.

Said Russ Rogg, “This was the first Greenbuild for Metroflor and the Aspecta brand, but the timing was right. We’ve been building a message surrounding our sustainability from the standpoint of our manufacturing processes, the products themselves and their ingredients.
A lot of this effort has been pioneered by Rochelle Routman, our Chief Sustainability Officer, who helped us evolve the multiple stories we told at the show about transparency. We proudly showcased that we have Declare labels for all three Aspecta collections and the first manufacturer to have a Declare label for a rigid core LVT product – Aspecta Ten.”


Aspecta by Metroflor’s Biophilically Designed Booth at Greenbuild 2017

Said Robert Langstaff, Metroflor’s Director of Design, “We were the only LVT manufacturer at Greenbuild because we have a better story to tell: Declare labels, Health Product Declarations (HPDs) and our listing on the mindful Materials website. Design wise, we had a very positive reaction to the Ornamental line from the attendees.”

The beautiful Biophilically designed booth’s features include hexagonal shapes inspired by nature found in beehives and quartz crystals. A partially open ceiling created a view with light streaming through, like walking through the forest and coming upon a tree canopy. Said Rochelle Routman, “Our biophilically inspired booth gives a feeling of intrigue and refuge as you come into the space: it’s enclosed but open at the same time, creating a sense of comfort and curiosity – ‘What are you going to find?’ Many visitors said they have never seen a booth like this anywhere at GreenBuild.”

According to Paul Eanes, expectations for Greenbuild attendance were more than exceeded. “Our new both enticed many designers to discover Aspecta – the world’s premier contract LVT line in terms of design, value, performance and service, in addition to its sustainability story. It was a fantastic show, and we were fortunate to have been a part of it.”


Aspecta by Metroflor’s Biophilically Designed Booth at Greenbuild 2017

The leadership force of women was evident throughout the conference, especially at the Women in Sustainability Leadership Awards (WSLA). Rochelle Routman, a past winner and chair of the WSLA alumnae committee, held the first alumnae meeting to set up programs and processes that will expand the effort beyond the awards ceremony to engage and enlarge the network. Speaking at the awards ceremony, she said, “We are nurturing the whole sustainability movement and making a better world for all of us.”

According to Harlan Stone, it was especially exciting for Metroflor to be at Greenbuild this year. “People were mystified – ‘Why would a PVC manufacturer come to Greenbuild?’ The reason is, we believe in transparency; we believe in sustainability; and we believe we have a responsibility to present the outstanding sustainability benefits of our products to this community.”

Watch an interview with Russ Rogg and Rochelle Routman at Greenbuild here.

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