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Vorwerk – Fascination in colour
As a result of intensive market observation supplemented by close contacts to the creative scene and the trade, Vorwerk has traditionally kept a very sensitive finger close to the pulse of lifestyle currents, both social and those seen on the market. As Johannes Schulte, chairman of executive management at Vorwerk Teppichwerke, says: "The signals are clear - feeling safe and secure is tomorrow's trend in home living." And in the process, customers are placing just as much value on a harmonious atmosphere and naturalness as they do on quality. "Beyond this, there is also a desire for more colour on the floor again", Schulte adds. "Fresh tones such as reds and yellows are becoming more and more 'in' to the same extent as natural worlds of colour revolving around terra cotta, maize, blackberry or forest green."
Vorwerk's answer is "fascination", the new collection for the home, which will be appearing on the market in the spring of 2005. New, high-quality materials, fresh designs and pointedly harmonious worlds
of colours form the special attraction of the wide-ranging selection offered. The new Vorwerk collection for the home includes 22 carpet products in 462 colour schemes specially co-ordinated to match the products' characters. And "fascination" fulfils customers' desire for naturalness, too: Virgin-wool threads originating from 100 per cent New Zealand wool are being processed with care for utilisation in the four new wool carpets.
"fascination" - Excitingly new, and classically lovely
With AGORA, PANDA, RUSTICA and MOREA, highly interesting and high-grade wool products are once again represented as velours, loop and long-pile variations in the Vorwerk programme for the home. High-pile shags such as LUXOR and PALAZZO, as well as the innovative VIOLA frisé, enhance the creative palette and exhibit a fascinating diversity of colours and structures. Popular classics for the home, among them NERZ, HERMELIN, NUTRIA melange, DACAPO, IMPALA or KOALA, turn up again in "fascination", newly interpreted and in up-to-date colours. Speaking of colourful: The range for bestseller MODENA alone has been expanded for presentation in over 80 colourations suited to the home, from quiet, reserved hues all the way to the very intense and rich.
Colour interpreted with lots of feeling
The co-operative work with designers has a tradition at Vorwerk. Internationally renowned designer Ulf Moritz is responsible for the new look of the products this time. In close co-operation with the Vorwerk DesignTeam around Erhard Gennrich, Moritz has contributed to this collection both his very special "handwriting" and highly developed sense of textile design with an eye to the home. "Clarity and a reduction of the form language, as well as a focus on the elements of colour and construction, form the basic concept behind 'fascination' ", according to Thomas Weber, head of marketing at Vorwerk.
"When it comes to textile materials, as a result of Ulf Moritz's fine sense of look, feel and colour design, a collection has been created which interprets the theme of colour in a new and fascinating way."
Yet there's no lack of strongly expressive carpet design here, either. With five design orientations in five to nine shades apiece, the new MILANO design offers a particularly broad spectrum for high-quality and creative furnishing. The arc of exciting options ranges from playful floral designs to thrilling "perforated" patterns straight through to micro-designs in a wealth of variations. IMPALA design simultaneously displays sophistication and a diverse capability for use. This durable printed velours presents itself in stylish dot and checked patterns, as well as in elegant pin-stripe variations, in a total of 24 colours.
The combination of naturalness and extravagance
In terms of textures, the new "fascination" 2005 offers not only the classics in velours, loop and frisé pile. With his avant-garde and discreetly provocative style, Ulf Moritz has also kept an eye on the desire for extravagance in the home. The new carpets Morea, Luxor and Palazzo in an attention-getting shaggy look arose as a result. These sophisticated shags are available in a restrained, fleecy texture all the way to "extra-long".
New collection with new backings
One of the collection's remarkable novelties are the specially developed textile backing constructions, whereby the customary gluing down the carpet can be done away with. "We have consistently invested in carpet-backing development in order to fulfil this demand on the part of customers", says Johannes Schulte. He adds that "due to the improved dimensional stability, a simple adhesive fitting is now usually sufficient to install the carpets quickly and securely." Although, the easy-to-use, full-surface hook-and-eye technique continues to be an option using the environmentally friendly Vorwerk ecofix® hook-and-fasten installation system.
Naturally, all of the products in the new collection also offer the well-known quality advantages of a Vorwerk carpet. The high-grade wool products fulfil all of the current specifications in compliance with the most recent ETG directives for wool products, and are additionally subject to Vorwerk's strict quality control in the selection of materials and production. Besides this, all of the other products bear the TÜV (German Technical Certification Association) seal "suitable for those suffering from allergies".
Purchasing a carpet is now going to be fascinatingly simple
Vorwerk is also introducing a new, consumer-friendly categorisation principle to be able to present "fascination" effectively. To accomplish this, all of the products in the new home collection were grouped in terms of the six most important characteristics. These are: "the naturals", "the robust", "the practical", "the all-rounders", "the exotics" and "the luxurious". When advising, this makes it simpler for carpet dealers to offer alternatives to the customer, too. "fascination" is being presented in an appropriately newly designed presentation case in a distinguished silver look, including high-quality metal appliqués and large-surfaced sample pages.
"fascination", the new Vorwerk collection for the home, had its première before a large trade audience within the framework of the Domotex 2005. At Booth C31 in Hall 3, visitors from the trade received a full-scale overview of the entire programme of new products from Vorwerk Teppichwerke, as well as comprehensive advice regarding all of Vorwerk's programmes for service and the professional trade. As was the case with the collection itself, Ulf Moritz designed the impressive trade-fair booth to take his creation from concept to marketing as a unified and well-co-ordinated piece of work.
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