THE FLOOR IS THE NEW PLAYGROUND
A new digital campaign from Tarkett has led to a wide range of striking floor creations from some of Europe’s most talented designers and architects.
Tarkett, recognised worldwide for its solutions for flooring and sports surfaces, has recently launched a digital design campaign to engage architects and designers from across Europe with its new ‘Floor is the new Playground’ concept.
The eight-week campaign, which encouraged users to play with floor patterns and create interesting designs using Tarkett’s luxury vinyl tile (LVT) ranges, eventually evolved into an international game of ‘design tag’. Several architects and designers from across Europe even took the opportunity to collaborate and produce inspiring floor designs, sharing them widely on social media.
In the UK, designers were invited to produce an advert with their patterns and Eric Klein Velderman, of Cantoo Design, created a number of intricate designs and was recently presented with a MacBook Air.
Commenting on the designers’ level of engagement with the campaign, Florian Bougault, Art Director at Tarkett Stores and Shops, Hospitality and Leisure,
twitter.com/TContractFloors
said: “We were really pleased with the number of architects and designers who got involved and had a go at playing with the patterns using the digital tool.
“There were some really inspiring patterns, with architects considering the flooring in different ways and playing with the surfaces; the flooring acting almost as a digital playground to create infinite options. One particular design from Eric Klein Velderman was a great example of balancing classic and contemporary looks.
“The collaborative aspect of the campaign has also been interesting; it’s been great to see designers collaborating on unique floor designs and sharing the finished look on social media. The response has been fantastic across the European architect and design community, with the campaign receiving over 10,000,000 views.”
Eric Klein Velderman, of Cantoo Design, explained why he found the competition engaging.
Eric said: “What started out as a simple design game quickly became
much more intricate, and that’s where the fun started.
“I saw the opportunity to use the tool to develop ideas beyond just a quick game, to something that maybe we could use for more serious design development.
“Pretty soon, we also saw it as a chance to collaborate together and we invented a design tag game in which we set each other a partial pattern, which the other then completed. After completing the challenge, we then compared each other’s results. It was huge fun and a great example of a campaign where manufacturers and designers collaborate on an international scale.”
René Wissink, of Atelier Argos in the Netherlands, added: “We all thoroughly enjoyed experimenting with the tool and found the design process highly engaging. Tools such as these really support design and we had a lot of fun exploring the possibilities to bring flooring to life – it really sparked our imagination.”
The pattern creation tool used for the campaign is available here.
www.flooristhenewplayground.tarkett.com FEATURE | 25
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