Mohawk Featured in Academy Awards Greenroom

Hollywood, CA, May 30, 2007--The greenroom at this year’s Academy Awards was deep chocolate brown in color—and green in philosophy. Mohawk represented the floorcovering industry in this year’s design project, which was used to call attention to the need for environmental responsibility. The Architectural Digest Greenroom was the backstage celebrity gathering spot during both rehearsals and the worldwide telecast of this year’s Oscars. Breaking new ground with a “green” theme, this year's Architectural Digest Greenroom at the 79th Academy Awards provided celebrity presenters with an elite backstage oasis for the fifth consecutive year. A complete story on the project (with Mohawk’s participation) will be featured in the June issue of Architectural Digest. Designers Matthew White and Frank Webb of White Webb, LLC consulted with Global Green USA and the Natural Resources Defense Council to prove that glamour and eco-friendly design are a natural combination. As Hollywood's glitterati awaited cues to take the stage, they feasted their eyes on everything from renewable mother-of-pearl wallcovering from Maya Romanoff to Mohawk carpet made from recycled plastic bottles to stunning George Smith furniture made of sustainably harvested wood. The Architectural Digest Greenroom also featured upholstery and drapery fabric available exclusively through Lee Jofa as well as Sharp AQUOS LCD-TVs, so the A-list stars could catch all the on-stage action from behind the scenes. The Academy Award's first-ever greening initiative was spearheaded by the National Resources Defense Council in collaboration with Oscar producer Laura Ziskin. The effort included offsetting carbon emissions, promoting recycling and reducing waste—and using green and sustainable materials for the greenroom. Mohawk contributed carpet made from its EverStrand™ recycled polyester fiber. Mohawk is one of the largest recyclers of soft drink bottles in the world, which is converted into high quality polyester fiber for carpet—often higher in quality than “virgin” polyester resin. One out of every four soft drink bottles sold in the U.S. is recycled into fiber for Mohawk carpet. Mohawk laminate, also used in the greenroom, was produced using 90% recycled wood material. Laminate flooring has a strong environmental story in that it allows the use of wood that is not suitable for other applications—thus using more of each tree. The finishes and patterns now available in laminate products can replicate rare and exotic species of wood without having to deplete scarce resources as well. Other greenroom environmental initiatives included low VOC paints and adhesives, drink tables made from rapidly-renewable wood sources, wall coverings that were sustainably harvested, and upholstery that was returned to the manufacturer for reuse and resale. In fact, the entire greenroom was reused for other events before being disassembled. “In years past, Mohawk has been proud to be a part of the Architectural Digest greenroom project for its design and fashion presence,” said David Duncan, Vice President of Marketing. “This year, we’re especially proud because of the environmental message that has been married to this project.” Mohawk’s other environmental efforts include recycling tires into high quality door mats, reducing water consumption in its manufacturing operations, recycling old car windshields into high performance carpet backing, reducing emissions, and—in late 2007—introducing SmartStrand™ fiber made with DuPont™ Sorona polymer that will include 40% of the polymer chemistry produced from sustainable corn sugars, not petroleum. While the origin of the term "greenroom" is unknown, there are a number of possible explanations. Some suggest that the term parallels “limelight” and references the green tint of early stage lighting. Another suggests that the term in Shakespearian in nature, and refers to a plant-filled room where actors would go before going onstage to take advantage of the humidity from the plants for their voices. Another opines that since green is a soothing color, it was a place for actors to calm their nerves before going on for their performances. Because of show business superstition, greenrooms are now never painted green. Mohawk has previously participated in greenroom projects with Architectural Digest, plus donated a unique pink carpet (to highlight the fight against breast cancer) for the Daytime Emmy awards, and provided flooring for TV shows such as A&E’s “Dream House.”

Related Topics:Mohawk Industries, Coverings

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