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Ulf Moritz Collection: Exclusively from Vorwerk
The new carpet collection "Ulf Moritz by Vorwerk" promises sensuality and a feeling of luxury. Available starting in the fall of 2007 at selected retailers.
Hamlin, August 2007 - His creativity knows no bounds and his work belongs to the best that European textile design has to offer: Ulf Moritz, a magician with textiles, conjures up sorcery and enchants. His creations make feelings come alive. Like hardly another in his field, he manages to transform unique colours, the finest of materials and astonishing structures into pure emotion.
Together with Vorwerk Teppichwerke from Hamlin, Germany, Ulf Moritz is now presenting his first major carpet collection, "Ulf Moritz by Vorwerk". On the basis of 10 exclusive carpet products, the Vorwerk offer is split up into 6 thrilling worlds of colour, each the theme of a chapter of its own within the collection. Each of these 6 chapters includes 12 exciting design variations optionally available as sized carpets with fitted edges, or in standard sizes from the roll. Fully in alignment with his particular sense of aesthetic interior design, Moritz banks on highest-quality materials such as a variety of wool and wool-mix products. He then utilises these materials to create stylishly elegant carpets which are highly attractive.
The collection's look is sophisticated and fascinatingly multi-designable while emphasizing the home. Moritz makes use of numerous loop structures, top-twisted threads in a frizzed look, fine pearl structures and pointedly large-nubbed surfaces, as well as a voluminous shaggy look. His colour schemes reflect the current zeitgeist: whether in "camel", "white" or "chocolate", or in colour worlds ranging from violet to red, cobalt-green to blue, or in gentle, warm shades like "honey". Moritz has also made a point
of integrating the distinguished grey and anthracite tones so popular in the architectural sector as well.
"Ulf Moritz by Vorwerk" is a collection that easily fits in with international tastes in design. Moritz's own comment on his designs: "A prêt-à-porter collection with a touch of couture."
Luxurious as a carpet or a wall-to-wall installation
The collection "Ulf Moritz by Vorwerk" uses discreet luxury, extravagance and flexibility to surprise and convince the beholder. All of the carpets can be installed to fill an entire room as a wall-to-wall carpet, though they can be deployed equally stylishly as sized single carpets in individual formats combined with fitted edges to border them. The stately carpets that result can be set ideally as an eye-catching highlight and valued design element on the floor of a room, for example in conjunction with wood or stone.
Another integral factor of the collection is a selection of choice edging materials which can be combined with the carpets in many ways. Here too the designer has drawn on abundant resources. Ulf Moritz uses top-of-the-line leather, specially selected linen, high-grade crafted felt and even real fur to border the carpets. In terms of their colours, the edging materials have been painstakingly co-ordinated to go with the carpets, providing the collection with a unique look.
The collection is being presented in a regally distinctive style, too. A costly, heavyweight presentation folder made of brushed aluminium was designed to fold out and present for each of the 6 worlds of colour, as well as for the assortment of edgings. The colour samples enclosed in the folder are affixed stably via magnets and can be taken out of the folder to look at and combine, for instance using a variety of edgings. The impression that arises at first glance when viewing the collection is very positive and reinforces the collection's exclusiveness.
A collection that sets its sights on enticing internationally
For Vorwerk Teppichwerke, the launch of the "Ulf Moritz by Vorwerk" collection in the Netherlands and France means a first step into new markets and, at the same time, a decisive step into the top premium segment of textile flooring design. "We want to set emotional impulses and have interior design become a true experience with our carpets. With its voluminous surfaces full of structures and its clearly designed, harmonious colours, that is precisely what the collection 'Ulf Moritz by Vorwerk' manages to achieve on the highest level," says Johannes Schulte, chairman of executive management at Vorwerk Teppichwerke. "Our co-operative efforts with Ulf Moritz have shown that his work is a guarantor for the best degree of acceptance and high desirability. The collection 'Ulf Moritz by Vorwerk' combines high-grade materials and German carpeting know-how with international tastes in furnishing," Schulte goes on to add.
With this new Ulf Moritz collection the carpet manufacturer is pursuing a strategy to continue the expansion of Vorwerk as an exclusive brand, to bank more strongly on international tastes in design, and to develop new levels of buyers beyond the borders of the German market.
Sales network for exclusive carpets
Starting in the fall of 2007, the collection "Ulf Moritz by Vorwerk" is going to be offered via a network of exclusive interior-design and furnishing retailers scattered throughout Europe, retailers who had already been successful in selling "Ulf Moritz by Sahco", a collection of materials for upholstery and curtains. The carpet collection "Ulf Moritz by Vorwerk" incorporates itself harmoniously into the Sahco offer, enabling the presentation of a furnishing concept whose facets are refined, complement one another and have been tastefully co-ordinated to work together. The advantage: Exclusive flooring design and luxury-oriented textile room decoration can be offered to interested customers from one source.
Ulf Moritz sees an enormous potential in the Vorwerk brand because the German manufacturer has successfully re-invented carpeting time and again for more than 120 years. As Moritz himself says: "If I get the chance, I would love to accompany Vorwerk step by step to the point where top design and high-end brand quality have their home in Europe's major cities today." The collection "Ulf Moritz by Vorwerk" is merely a first step in that direction. This designer is highly aware of the mechanisms towards achieving that goal: His collection "Ulf Moritz by Sahco" for upholstery and curtain materials is already running successfully from London to Paris to Milan.
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