-- Organically Worn Yet Upmarket Looking Countertops Favored by Consumers --
TEMPLE, Texas, August 21, 2006 – The super-distressed look, popular the past several years, has given way recently to a new look that while still worn is less extreme. Today’s naturally aged look has shifted to become more sophisticated yet also encompasses enhanced performance to hold up to the heavy use expected of countertops that many overly distressed versions may not be able to provide. Wilsonart Laminate, a leading manufacturer of surfacing materials, addresses this trend with its newest launches, Bella and Sedona.
Consumers have been going to great lengths to fill their homes with naturally worn looking objects, whether they are truly as old as they look or made to appear that way by the manufacturer. Chipped tiles and furniture with cracked and peeling paint and marred wood have been de rigeur for interiors. Homeowners have even been known to paint terracotta pots and stone walkways with yogurt to accelerate the growth of moss. This attachment to distressed materials and objects strikes a strong emotional chord with consumers. Gwen Petter, Wilsonart Manager of Surface Design and a certified interior designer says, “These surfaces give consumers a sense of time and history. Why? Because we live in a 24 / 7 society due to technology and people want some things that keeps them grounded.”
However, practicality has intervened and the public is altering its tastes in favor of looks that are less worn, more upscale and functional. Says Petter, “Overly distressed materials are on the way out. Those surfaces are not as functional because too much of a chiseled effect can be difficult to maintain. Consumers need something that performs.”
Wilsonart makes this new look possible with its High Definition technology in both its Bella and Sedona design series, which are part of the WilsonartHD High Definition category of laminate. Bella features the look of organically worn granite while Sedona has the appearance of aged travertine and tumbled stone. “The High Definition mixed matte-gloss texture provides the designs with a look that is just worn enough,” says Petter. “These patterns still look earthy and organic, but the combination of textures and gloss levels lends them a degree of sophistication. They look expensive and aspirational, which is great because the economical price of laminate puts them within reach of everyone.”
Additionally, this new rustic luxe look provides consumers with more design versatility. These surfaces are able to blend in with many more styles than their overly distressed counterparts, whether it is ultra-hip and modern, contemporary, classic or country.
Wilsonart International, based in Temple, Texas, is a leading manufacturer of decorative surfacing products, including Wilsonart® Laminate. This year, the company celebrates its 50th year in business.
For more information about Wilsonart Laminate or any Wilsonart product, please call the Customer Service Hotline at 800-433-3222, or visit www.countertop.com
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