InterfaceFlor, a worldwide leader in the design of innovative modular flooring, has unveiled a series of new collections inspired by today’s top cultural, social and artistic trends and influenced by the vintage revival.

The 'Once upon a Tile' campaign is a mystical and edgy interpretation of classic fables and fairy tales.  The campaign is targeted at architects, flooring contractors, specifiers and interior designers throughout Europe, Middle East, Africa and India.

Reflecting the trends of the moment, while evoking nostalgia for all things past, these latest collections include a wide variety of colours, textures and installation techniques, allowing customers to create an ultra-modern interior with a timeless quality, the company said in a statement.

Several of the new products are designed to reduce environmental impacts, reflecting the company’s commitment to sustainability, it said. 

Features include recycled content in the pile yarn and backing, random installation to minimise waste, Microtuft construction which uses less yarn and Cool Carpet, which means the product’s carbon emissions are offset during its entire lifecycle.

Ana Seixas, director of marketing, InterfaceFlor Middle East, Africa and India said: “Our latest collections are right on trend, inspired by today’s top cultural, social and artistic trends, so it seemed only natural to promote and showcase them in a way that is equally of the moment.”

“Modern takes on fables and fairy tales are a major theme this year in movies, social events and design, so we decided to explore this mysterious world and delve into the darker side of some of the best-known children’s fairy tales. The result is a visually stunning, dramatic and edgy backdrop which shows off our new collections to spectacular effect,” she said.

The visual look and feel of the campaign is influenced by the Brothers Grimm and Stanley Kubrick, with the final result a range of imagery that depicts traditional tales such as Cinderella, Rapunzel, and Hansel and Gretal, with a modern twist. 

Products available include the Vintage Collection, Scribble, Cellular, Consolidation, Luxury Living, Concrete Mix, and Circles, the statement said.  

Michael Woolley, known for his work with Vogue, Elle, Marie Claire and other influential fashion titles was chosen to lead photography, along with globally renowned hair and make-up artist Mary-Jane Frost and theatrical costume designer and stylist Ameena Kara Callender.

Images and video footage from the Once Upon a Tile campaign will be used across a range of marketing collateral, including a brochure printed on 100 percent recycled paper, InterfaceFlor’s editorial Collections magazine, advertising, product launch kits, website and social media campaigns. – TradeArabia News Service