ASPECTA made a big splash at Domotex in Hannover, Germany – the world’s flagship trade event for floor coverings – where more than 45,000 professionals from 100 nations discovered new products and services at 1,400 booths.
ASPECTA ONE made its European debut there – the third wave of the comprehensive ASPECTA brand portfolio introduced in the past two years, providing the architect and design community with an even more extensive range of design choices. The new value-driven collection boasts 46 trendsetting tiles and planks, with stimulating details, exclusive surface textures, and colors to suit every type of space. The ASPECTA ONE portfolio is extremely durable and easy to maintain, and perfect for built environments with high traffic, such as the hospitality, retail, healthcare, corporate and education sectors. The arrival of ASPECTA ONE brings the total number of ASPECTA products to nearly 200: quite an achievement, since Metroflor only launched the brand two years ago.
But the biggest draw to the ASPECTA booth was the unveiling of a bold marketing campaign for Metroflor’s revolutionary ISOCORE Technology® luxury vinyl tile (LVT) core layer to the European market. The “I AM ISOCORE” concept was created to establish a strong, relatable, human and personal voice for the brand, a vehicle to communicate the product’s vast scientific, functional and emotional benefits.
At Domotex Hannover, visitors first encountered “I AM ISOCORE” at entrances to the vast venue, where super-scale advertising towers featured a colorful abstract double helix graphic that proclaimed “I AM ART + SCIENCE. #IAmISOCORE.” Once inside the venue, attendees were wowed by a grand, rotating 21.5-foot-tall double helix sculpture rising above the ASPECTA stand. Made entirely of ISOCORE, the sculpture was a physical demonstration of the product’s exceptional features: strength, lightness, rigidity and beauty. The double helix shape was chosen as a representation of the intertwining of technology and aesthetics that makes ISOCORE a true breakthrough in the LVT flooring category.
What exactly is ISOCORE all about? After four years of research and development, ISOCORE Technology® became the revolutionary core layer in Metroflor’s Engage Genesis and ASEPCTA TEN product lines. Representing a new standard for the highest quality in Modular Multilayer LVT floor coverings, the ISOCORE core-layer is a highly engineered, closed-cell extruded PVC that excels compared to other multilayer solutions. Its unique composition allows it to be strong and rigid (dimensionally stable), lightweight, 100% waterproof and inherently safe.
Consistent with the company’s commitment to sustainability, ISOCORE is manufactured from 100% virgin resins without any plasticizers, phthalates or formaldehyde. It is FloorScore® certified for indoor air quality.
Bottom line, ISOCORE was developed to make life easier, safer and more comfortable for builders, architects, designers, retailers, installers and end users. Made without wood powders, it is unaffected by water, spills and moisture. Due to its high dimensional stability, it can be installed in commercial areas up to 10,000 square feet and can resist interior environmental conditions up to 100 degrees Fahrenheit. Designed to be installed directly over most existing hard surface flooring or subflooring, the strong and rigid core-layer provides outstanding locking strength and hides the negative “telegraphing effect” that can result from subfloor imperfections. Much lighter in weight than other multilayer products, it is easier and more cost-effective to transport and install.
Importantly, ISOCORE flooring is as beautiful on the outside as it is on the inside. Finishes include a broad spectrum of contemporary and traditional wood and tile finishes in a vast array of lengths and widths.
We hope you will join the “I AM ISOCORE” conversation as the campaign unfolds at Domotex, Shanghai in March and NeoCon in Chicago in June. Be sure to follow the journey on Instagram @iamisocore.