Armstrong Intros New Laminate Floors

Lancaster, PA, May 1, 2006--In the era of high-definition television and digital photography, maybe we shouldn't be so surprised that Armstrong’s newest laminate floors deliver remarkable realism. The technology of high detail has arrived. The natural beauty of hardwood found in the American woodlands and exotic forests are offered in two new Armstrong collections--Exotics and Rustics. From mid-tone rustics to more formal, darker browns, to the growing popularity in tropical species, Armstrong Laminate Floors address each major trend. “The predominant drivers for laminate beyond consumer demand for ‘realism’ are warmth of color, a sense of customization, emerging worldwide contemporary styling and technical innovations in manufacturing,” says Armstrong senior designer Mark Danner. The exotic woods from Armstrong Laminate include replicas of South American Santos Mahogany, Noce Milan, Black Italian Walnut in a new filled-face high-gloss finish and wider, 5" widths. Yorkshire Walnut, a lighter, natural version of Black Walnut and Afzelia, an African exotic wood with beautiful interlocking graining, are offered in a new filled-face hand-crafted finish and wider width planks. And, in the Rustics Collection, new Gallery Oak and Smoked Oak feature rustic yet refined visuals with burnished/smoked accents, also in the new filled-face hand-crafted finish, and 7" wider widths with micro-beveled foil edges. “Choosing among the colors and textures of woods sets the directions of the interior,” says Danner. “Exotic woods, for example, suggest a contemporary environment, while the look of dark, even rugged, distressed flooring sets the stage for more rustic furnishings.” While laminate floors are perfect for anywhere in the home, they are particularly recommended in areas where high traffic is a concern, like kitchens, basements and entries. At the same time, new technology is making them more realistic, easier to install, and tougher for active households. “If anyone needs another reason to trade up to Armstrong laminates, they must stop into an Armstrong retailer showroom to experience the realism, and see and feel just what we’re raving about,” said Milton Goodwin, general manager, Laminate Flooring. Armstrong Laminate Floors are available in a wide selection of designs: wood, stone and brick. Processed from a highly detailed photographic image that is combined with embossing, Armstrong laminates are almost indistinguishable from the materials they mimic, and the embossing matches the grain and pattern of the design: with tiles, grout lines are indented; with wood, the ridges of the wood grain are raised and indented. Constructed with materials that utilize the most up-to-date technology, Armstrong laminate flooring offers several exclusives: o MasterWorks Technology creates realistic looks. o Realistic Embossing intensifies depth, enhancing the natural look. o VisionGuard makes it easy to clean and protect from stains. o HydraCore performance structure resists surface spills or moisture from the subfloor. o ArmaLock Installation System allows for glueless installation. o Lock & Fold features individual strips that are engineered to install faster and easier than other laminates--exclusive to the Pacific Heights collection