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Vorwerk "Fascination" - The carpet that gives a new feeling to rooms
"Fascination", the collection for the home, is one of the most successful product collections from Vorwerk Teppichwerke. Refreshingly revised and clearly oriented towards international markets, this top seller is now being newly presented for the second time by Vorwerk.
Hamlin, January 2008 - They're called LYRICA, HERMELIN, NERZ, ODINA or FABULA. Their names stand for luxury and quality, yet even more so for emotion, harmony and international flair. With "Fascination", its newly designed offer for the home, Vorwerk Teppichwerke has created a collection that's ahead of its time like hardly any other today, and already fulfilling the demanding standards of tomorrow for textile life at home. "Buyers in Germany are constantly thinking and living more and more internationally. When the topic is decor, for instance, they let themselves be equally inspired by an Italian Mediterranean ambience or a French country manor style. The international buyer is displaying an increasing interest in qualitatively high-grade and long-lasting carpets. As a result, more and more attention is being paid to our products not only in a more closely knit Europe, but worldwide as well. In the meantime our proportion of sales for export lies at about one quarter of total sales revenues. With the second 'Fascination' we have responded to these kinds of challenges and given the collection a totally new face," says Johannes Schulte, chairman of executive management at Vorwerk Teppichwerke.
Vorwerk Teppichwerke is presenting a total of 22 carpet products in over 450 colours in its newest collection for the home. Each colour has been meticulously co-ordinated to match the attributes that lend these carpets a character of their own. That applies for all of the 13 new creations just as much as it does for MODENA, the well-known classic in a miraculous 84 hues, for NUTRIA melange, a highly elegant jaspé velours, or for VIOLA, a luxurious frizzy velours. Though they have all retained their original characters, their presentation has been revitalised and been given a distinctly fresher design.
Once again, top designer Ulf Moritz was responsible for lending "Fascination" its international look. His designs delight with a new global open-mindedness, the internationality of the colour palette offered, and a volume that is truly astounding when viewed in terms of German products on the market. The basis for this is formed by choice materials exhibiting the best quality and a high degree of functionality. As Ulf Moritz puts it: "My goal was to create carpets that allow a new feeling to arise in rooms, carpets that appeal to people's emotions in Germany just as much as they would in France, England or other parts of Europe."
Carpets to give rooms a new feeling
With PANDA, NUBA, URBANA, LANARO and NOMADA, "Fascination" 2008 is readily introducing 5 new, especially high-quality wool products made of pure virgin wool into the programme. Whether as a fine wool velours or an extra-large loop, the naturalness of wool as a theme is being presented in highly varied and impressive structures. The suspense those structures generate is highlighted by NOMADA, reminiscent of the traditional Berber look with its two-toned wrap-around threading and coarse nubs, as well as by URBANA, which combines a refined knitted look due to loops composed of countless single fibres together with a fleecy-soft feel.
Alongside the extensive spectrum of plain-hued and structurally patterned carpets, the subject of design plays a special role in the new "Fascination", offering stimulating incentives for creative designing ideas. With MODENA design and ALMIRA design, Vorwerk has included 2 new products that have a great deal to offer: from a straightforward graphic design to sophisticated striped designs and floral motifs, then on to graphic patterns displaying finely shaded gradations of colours or a discreetly dotted-all-over design.
Viewed singly, it would be hard to say which one of the 22 different carpets is not a real highlight. LYRICA, the new soft-gloss Saxony, offers a fascinatingly distinguished look enhanced by a unique silken lustre. Its shimmering surface and silky touch convey sensuality and a very special feeling to the room. The new PLATINA sparkles with a similar brilliance, too. It displays a metallic look combined with an exquisite frisé effect due to its intricately refined loop construction and specially finished glossy threads.
One of the most exciting and eye-catching carpets in the new collection for the home is FLAMINA, a structured Saxony. The best way to describe this unusual construction would be "grass made of moss". The use of widely varying pile heights gives this high-low velours a cultivated three-dimensional look and pleasantly soft feel reminiscent of a moss-grown meadow with each step taken. The basic colour scheme of FLAMINA is marked by sublime yet deep shades such as a rich green or a dark brown. Light-coloured raised fibres set "lights" against the high fibres co-ordinated to match the respective basic colour. They protrude from the lower-set pile like bright blades of grass.
Colour interpreted with plenty of feeling
Together with the Vorwerk Design Team, textile designer Ulf Moritz has let a pointedly homey and very harmoniously composed world of colour emerge for the new Vorwerk "Fascination". The new hues have gained an even higher value and become more international. A palette of colours specially co-ordinated to suit the character of each carpet product has come about which continuously lends the carpets an optimal effect.
The light-coloured areas of the collection have been expanded within the broad spectrum to include designed chalky hues with an attractive patina look that suits current trends. Here is where products like DACAPO, PARMA or even NERZ unfold their character to the fullest.
As a thrilling counterpart, carpets like ALLEGRO, SANTINA or VIOLA demand striking shades designed for depth. The response was to create a new and extensive selection of darker, richly designed colours for this sector as well. Stylish brown and aubergine tones are just as much a part of that selection as "framboise", the colour highlight in a full-fledged, striking shade of raspberry. The new interpretation of colours for "Fascination" receives an added international touch through up-to-date glossy themes like "silky lustre" or "metallic look" which are becoming more and more popular on the international interior decorating scene.
Quality from the backing to the floor
Besides standing for a high level of competence in design, the Vorwerk brand name stands first and foremost for quality, functionality and the best attributes for use. That starts at Vorwerk carpet factories with the consistent utilisation of fully textile carpet backing. In light of the numerous carpet products within the new "Fascination", Vorwerk is also employing a specially developed backing construction that even enables the usual method of gluing to be refrained from. As a result of the outstanding dimensional stability offered by the textile construction, a simple adhesive fixation is in most cases sufficient to install the carpet quickly and securely.
At Vorwerk, more than 120 years of experience in the manufacturing of high-quality carpets stand for the high quality of the surface design. For instance, high-grade, high-tech threads made of resilient and easy to care for polyamide along with the best of natural fibres made of pure virgin wool are used exclusively for the intricate woven and tufted construction designs in the new "Fascination". All of the carpets in the new collection distinguish themselves through the best attributes for use and high durability buyers are accustomed to from Vorwerk. These are ensured by strict quality controls that already start with the purchasing of materials and selection of suppliers.
"Fascination" is also setting a new standard when it comes to the topics of health and environmental protection: aspects long anchored in the company's corporate principles. Vorwerk Teppichwerke makes use of many one-of-a-kind production methods to decrease energy use, reduce residual materials and thus place less of a burden on the environment. Numerous certificates and awards document the efforts made by Vorwerk on this point.
With Vorwerk carpets' excellent property for binding fine dust particles indoors, Vorwerk makes sure that health-oriented end consumers can feel good in their homes. Nearly all of the carpets made of polyamide fibres have been inspected by TÜV Nord (North German association for technical certification) and awarded the seal "suitable for those suffering from allergies". In combination with the good binding of fine dust particles exhibited by many of the carpet products, this has led to Vorwerk carpets receiving the first recommendation for floor coverings awarded by DAAB, the German Allergy and Asthma Association.
Vorwerk "Fascination" sets its sights on international success
With the new "Fascination", Vorwerk Teppichwerke is expanding its committed activities abroad even further, too. Parallel to sales in Germany, starting in 2008 the collection is also going to be offered in the Netherlands, France and England via a sales team that has been enlarged and reinforced through additional staff. With high-quality, luxury-oriented products aligned to suit international tastes, Vorwerk Teppichwerke is thus taking a decisive step into the notable markets of repute for design and furnishing in major European cities.
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