Tarkett Brings New Thought to Flooring Specification

The 21^st century is nearly two decades old and the world has changed faster than anyone could have predicted. Major disruptive trends—think robotic automation and the digital revolution’s advent of the 24/7 workweek—coincide with the burgeoning sustainability movement and a wider collective drive for more ethical business practices. These trends may make mainstream news, but the design industry has its own paradigm shifts to consider—the blurring of sectors, increasing urban populations, demand for greener products, and the integration of wellness into a space’s design.

At NeoCon, international flooring innovator Tarkett introduced a new way for designers to consider specifying product for spaces that reflect these changes and demand a more enlightened approach. Dubbed Neoculture, Tarkett’s thought leadership position draws inspiration from four macrotrends that reflect where projects are headed and why end users’ expectations have changed. “We researched several areas and influencers in a wide variety of fields,” explains Chris Stulpin, chief creative officer at Tarkett North America. “Using information culled from Trend Watching, we analyzed everything from geopolitics, real estate, urban developers, macro trends and sustainability forecasters to create a roadmap of where projects will be heading.”

The first two macrotrends—Purpose Positive and Sub-Urbanization—consider the where and how of new projects. The former pinpoints the adaptive reuse of big-box stores, multiplicity of mixed-use developments, and extensive amenity options for multi-family housing. It stresses inclusivity, flexibility, and enthusiastic embrace of color. Sub-Urbanization examines the growing trend of the revitalization of suburbs and the ensuing blend of cultures. Inspired by nostalgia and getting back to a community’s “roots”, this trend’s color palette veers neutral with an eclectic earthy vibe.

Regenerative Generation and Future of Betterment explore the changing expectations of end users. The former looks at such environmental initiatives as urban farming and makers’ markets to demonstrate how people seek expedient ways to save the planet. Designers can do this by specifying sustainable, biophilic products. Future of Betterment puts a name to the growing exuberance for wellness-inspired spaces, which feature minimalist aesthetics with luxurious touches.

Ultimately, Neoculture is about identifying and then blending the plethora of new cultures, lifestyles, and experiences that have become a part of the 21st-century scene to create something totally new, something that reshapes the societal landscape. Several products launched by Tarkett this year embody Neoculture, corresponding to one or multiple trends that comprise it. Designers considering Tarkett for their projects will find a bevy of products that elevate spaces and bring something completely new to the table. “Understanding these shifts will help to provide more successful and meaningful outcomes for clients,” says Stulpin.