Designer David Michaels Establishes New Flooring L
San Diego, CA, October 21--David-Michael, an artist who has contributed his award-winning interior design talents to the Hard Rock Hotel & Casino, is launching his own brand identity with the first of many product lines.
The multi-faceted artist, who is co-founder of TRIO Design Group, will debut his inaugural line of flooring products for Handcrafted Stone of San Diego, which will introduce the David-Michael "Designer Series" through select retailers and design centers beginning in fall 2004.
Dubbed Casa Monterey, the new line offers consumers an alternative to more expensive and fragile clay Spanish tiles. The indoor-outdoor product is made of a proprietary concrete-based material fortified with more than one million stealth fibers per individual paver. It is twice as strong as a concrete sidewalk, highly resistant to cracking and chipping and requires no maintenance.
"I am proud to debut my brand identity in association with the launch of this timeless and sophisticated flooring system that offers a durable, affordable and aesthetically-desirable alternative to traditional pavers. Handcrafted Stone of San Diego is a nationally recognized company that has earned a stellar reputation for its beautiful, high-quality and revolutionary products and I'm proud to be associated with them," said David-Michael. "They offered me the freedom to express my creativity through the introduction of my Casa Monterey designer series.
David-Michael revealed that these rich colors and textures are achieved during production as individual molds are hand sprinkled with up to five natural occurring, dry oxide colors that provide highlights and additional depth. The concrete is poured into the molds after which they undergo a special process that allows the colors to seep into the mixture. The molds are then placed in a 140-degree "wet sauna" where the pavers "sweat" out excess liquid prior to being placed in a giant wind tunnel where any remaining vestiges of moisture are thoroughly removed. The pavers will retail between $7.55 and $8.35 per square foot.
