A. Williams Public Relations, Inc. for INVISTA
experiential design takes center stage in antron® fiber
neocon showroom ATLANTA (June 13, 2011) -- INVISTA, the maker of Antron® carpet fiber, transformed its Antron® brand showroom at NeoCon into a sensory “funhouse” experience for attendees. The interactive showroom will reflect the exploratory nature of design through the aesthetic attributes of Antron® carpet fiber—including color, reflectance, pattern and texture. Visitors to the showroom will create and experience design in unpredictable ways, from fiber sculptures to interactive elements and activities discovered on walls, tables and floors.
“This year, we are focused on elevating the Antron® brand by launching an integrated campaign at NeoCon that we are calling CRPT: Color, Reflectance, Pattern and Texture, designed to inspire designers and make them think differently about the aesthetic properties of fiber, while also focusing on celebrating enduring design,” said Tracy Cook, global brand manager for INVISTA commercial flooring. “This year also marks the 20thanniversary of Antron Lumena® solution dyed nylon. We are celebrating our role as an innovator of that fiber category and the role Antron® fiber has played to provide the building blocks for enduring design through color, reflectance, pattern and texture.”
To kick off the NeoCon festivities, INVISTA will host a birthday party celebrating the 20th anniversary of Antron Lumena® solution dyed nylon on Monday, June 13from 3:30-5:30 p.m. in the Antron® brand showroom at the Merchandise Mart in space 10-111. Participants will enjoy colorful cocktails and cake lollipops.
To further celebrate the 20th anniversary of Antron Lumena® solution dyed nylon, a commemorative poster featuring the top 20 best practices gathered during a national listening tour of architects and interior designers is being developed. On Wednesday, June 15th at 8 a.m., the brand will host a breakfast presentation and deliver commercial architects and designers a forward view of the emerging macro-trends that are influencing and shaping design in North America and Europe. The 60-minute presentation will feature key social, political and economic trends driving the way we see the world in fashion, interiors and beyond. The presentation is an IDCEC-certified CEU presentation. RSVPs are required and participants can register to attend at antronfirstlife.net/blend.
“INVISTA is excited to bring architects and designers a unique perspective on color and design trends,” said Cook. “Instead of focusing on singular colors and trends, we have identified global trends and examined how they are shaping every aspect of design; from fashion to graphics to interiors and architecture.”
Just prior to NeoCon, INVISTA began distribution of several HTML email communications. The first issue of a new e-zine called The Blend™ launched in May and explores macro trends, including tips on how to apply those trends today.
In between Blend™ publications, architects and interior designers can receive a small dose of design inspiration and information via Tack Board Tuesday™,a series of emails that highlight products, events, design leaders and much more to inspire them during the workweek. The first 1,000 visitors to the NeoCon showroom will receive a tube with colorful tacks that can be used to post the communications at their desks. Additionally, each day of the show, five lucky winners will select a tack-filled tube also containing a colorful iPod® shuffle. (See showroom 10-111 for complete contest details, prizes and Official Rules. No purchase necessary. Void where prohibited, taxed or restricted by law. Apple is not a participant in or sponsor of this promotion.)
Showroom Messaging Tour
The showroom will creatively display the concepts of the new “CRPT: Color Reflectance, Pattern and Texture” messaging campaign.
Color: Shaping the Color of Life
Carpets of Antron® fiber have captivated the imagination and endured the test of time. For more than 20 years, Antron® carpet fiber has provided design capabilities to saturate the design imagination and shape any environment with long-lasting beauty and performance. Highlights include:
Antron Lumena® solution dyed nylon 20th Anniversary with more than 200+ colors
The most extensive white dyeable product offering in the industry – Antron Legacy™ and Antron® Brilliance™ nylons. These fiber offerings offer unsurpassed color affinity and luster creating unlimited design flexibility.
TruBlend™ Fiber Technology – evolving solution dyed nylon color offerings
A new Antron Lumena® solution dyed 900 denier offering, furthering the color and design possibilities of Antron Lumena® solution dyed nylon
Reflectance: Reflecting the Light and Luster of Life
Antron® carpet fiber has been an important ingredient to create carpet designs that endure the test of time and reflect and embrace the essence of life. In the late 80s to early 90s, most carpet fibers were in the mid-dull to semi-dull range, which translated to a moderately flatappearance. The research and development team at INVISTA developed new Antron® carpet fiber technologies to provide a wide range of light-reflecting accents, allowing the floor to become a central component to an overall environment. The new enhancements include:
Antron® Glimmer™ nylon – metallic accents reflect light across the surface to create a brilliant metallic luster. The Antron® brand announced the introduction of new colors and lusters to be added to the Antron® Glimmer™ nylon family of accent fibers. These join a host of other Antron® FiberEffects™ fibers, such as:
Antron® Soie™ nylon accent fibers create a soft, elegant sheen reminiscent of natural silk
Antron® Merino™ nylon has a rich, saturated color and a subdued luster reminiscent of wool
From natural to bright Antron® fibers, design is elevated through the addition of dimensionality and light reflectance.
Seeing the Pattern of Life
Designers strive to design environments that influence the patterns of life, enabling people to find harmony with their space. INVISTA has developed a pattern of performance that empowers designers to create enduring, meaningful flooring delivered through a flexible pallet of Antron® fibers.
Texture brings depth and harmony to any surface, including the floor. Textural expressions that are inspiring and enduring can be realized through lasting color, reflectance, pattern and texture. No matter what the construction, Antron® carpet fiber delivers long-lasting beauty and performance. This enables end-users to see and feel the difference with carpets of Antron® fiber.
About Antron® carpet fiber
Antron® carpet fiber is constructed with Type 6,6 nylon polymer, exceptional fiber engineering and treated with DuraTech™ soil resistance treatment. Carpet of Antron® nylon is tested against the Antron® Performance Standards Program, the highest fiber performance standard for carpet durability. For more information on Antron® carpet fiber, please call 1-877-5ANTRON or visit antron.net.
INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12™, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX™, LYCRA®, PERFORMA™, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. For more information, visitwww.INVISTA.com.