Wood In Architecture Issue 1, 2018

FLOORING By tĞŶĚLJ tĞŝ What does creativity in wood flooring look like? The answer can be found in INNOMASTER. S peaking of Ňooring companies, the Įrst few names that come to mind areNature, Treessun, Powerdekor or Boer. While these brands arewell-known for superior quality and have signiĮcant market share, they also end up Ňooding themarket with large quan ƟƟ es of similar products, resul Ɵ ng in Ɵ ght compe ƟƟ on. Furthermore, products that are marketed as “environment-friendly”, “formaldehyde-free”, “waterproof” and “radiative floor heating” have been commonplace for the past 20 years. These practical characteristics attract consumers but are in fact nothing new for trade media and industry insiders. In thewest, environmental standards and grades are no longer business gimmicks; they are a basic standard. Can we finally have some fun and novelty in Ňooring? VETERANS IN THE BUSINESS Huang Guang and his business partner, Liu Shuozhen, can be considered veterans since each has more than 20 years’ of experience in the industry. But more importantly, the founders of INNOMASTER broke conven Ɵ on, taking ingenious Ňooring design to awhole new level. Their products gained popularity in an amazingly short Ɵ me. Liu, who is also the chairman of INNOMASTER, is the founder of Elegant Living Baroque Flooring. The company specialises in branding Ňooring and building material enterprises. By melding stories and cultural elements into the brand, he proved himself the innova Ɵ ve storyteller, establishing a new universe behind INNOMASTER. At the Shanghai and Guangzhou trade fairs, INNOMASTER’s booth is always packedwith visitors. Even though it is located in the Chinese hall, it a Ʃ racts overseas buyers too. The large spacious booth, crea Ɵ ve design, bright tones and dis Ɵ nc Ɵ ve styles are impressive. Most cannot resist grabbing snapshots with the booth. To approach real design and prepare for the upcoming Age of Colour, INNOMASTERworkedwith Italy’s Stewari design studio and designed over 4000 di ī erent types of veneer. Although not every design is prac Ɵ cal, the wide range of products is enough to leave many compe Ɵ tors trailing far behind. At the Shanghai and Guangzhou trade fairs, INNOMASTER is always packed with curious visitors. The loud colours and expressive designs are always a hit.