Lancaster, Pa.— Armstrong World Industries is launching a series of laminate products that take advantage of the manufacturer’s latest technological advancements to offer more realistic wood, tile and stone visuals. “These are floors to make the Joneses jealous,” said Milton Goodwin, general manager of Armstrong’s laminate flooring.

“So we’re continuing to work with our retail network to drive traffic because once consumers experience the new products in the showroom and see what we are raving about, they are going to be motivated to buy.” At the heart of the introductions is new additions to both the Pacific Heights Collection and Nature’s Gallery, both of which have been enhanced with Armstrong’s improved Masterworks Technology.

Goodwin commented that Masterworks “marries enhanced photo-realism with printed embossing techniques.” The new Pacific Heights Strip in 3-1/2-in. widths “makes it virtually impossible to see a repeat in the pattern to capture a look more like traditional wood flooring,” he explained.

The eight products that are offered span the total color range—light, medium and dark—and include Canyon Oak, Antique Hickory, Colonial Oak Natural, Western Oak Honey, Golden Maple, Amber Pine, Brazilian Cherry and Iroko Amber. In addition, the collection features color-coordinated micro-beveled edges in exotics, traditional oak and domestic hardwood species.

Thanks to the improved Masterworks Technology and registered embossing, Goodwin said the realism of new products in Nature’s Gallery, “have been intensified.” Three other new products include Colonial Brick, a popular standard in a traditional red brick color with a rustic treatment; Castillian Block, a bold, weathered stone that reflects the warmth of the Mediterranean region.

Two sizes are available—8- and 15-1/2-in.—in three colors, Pizarra, Puesta del Sol and Rambla, and Carmona Stone, a large format natural stone designed to work in a variety of design settings—contemporary, formal and traditional. All products also feature Armstrong’s VisionGuard wearlayer, which the company plans to market to consumers in order to emphasize “that we offer the highest residentially-rated wear surface available on laminate floors,” Goodwin said.

“New designs will carry a description of this feature and its benefits on samples as well as on updated consumer catalogs.” Along with VisionGuard, the floors are constructed with HydraCore for moisture protection and stability, and the ArmaLock installation system. Pacific Heights includes the new and patented Lock & Fold addition to ArmaLock.

“This makes it possible to lay a laminate floor with a simple two-step process,” he noted. “Strips or planks simply lock straight in and fold down, so no tapping blocks are needed with our floors.” Finally, because of the enhanced technology incorporated into the new designs, Goodwin said Armstrong has been able to eliminate the ‘panelization’ effect of standard laminate, “so they deliver true dimension and appeal.”

Patterns on a standard laminate repeat every seven to eight boards, as compared to every 14 for Armstrong’s 5- and 7-in. beveled planks, or every 22 boards for its 3-1/2-in. strip. For more information on these or any other Armstrong product, call your local distributor.