Duratex and Claudia House Shed the Marks of Time

Today during the Exporevestir 2015, the ArquiDicas was invited to the launch of the line floors the Marks of Time, a unique partnership between Duratex and the Claudia House. In a chat relaxed, the creators Renata and Peter, told us how he came up with the idea and the inspiration.

Duratex and Claudia House Shed the Marks of Time

Until then no magazine of architecture and decoration brazilian had held a partnership for the creation of a collection of laminate floors, the line Marks the Time takes the signature of the architect and Director of Content at Editora Abril, Pedro Ariel, who along with Renata Braga, Executive Manager at Duratex, and Helena, Capable, Product Development Manager at Duratex, created this line spectacular.

The magazine Casa Claudia had prepared its first annual report of trends in November 2013 where they were mapped to the four movements of influence on the design and architecture, a new way of living: Brazil is, Less is Better, to Share, and the Marks of Time, that brought feelings of welcoming, generous, copyright and the deprived.

Based on these studies emerged the initial idea of this collection and partnership, until then the Duratex brand had never done the licensing of other brands.

Peter told us that he met Renata through a mutual friend of Duratex, long-time partner of the House, Claudia. Renata pointed to the trade Fair Domotex in Germany that occurred in January 2014, an exclusive event floors to which Peter immerses herself completely in the idea of the collection. According to him, many inspirations have emerged from that trip and began to be born the layout of the floors.

Right at the beginning of our conversation, Peter spoke about how the people would feel comfortable and saudosas with the past.

Cited including the movie “Midnight in Paris”, Woody Allen, in which the characters live in a time remarkable for the art and architecture of paris, but was, nevertheless, felt immense longing for a previous time, that not even they had lived.

This also happens today, how many times have we heard people talk about how it was better in the past? And it was exactly this idea that the collection wanted to redeem.

Nowadays people are always stressed, no time, or in transit, seeking to escape to an imaginary place that this there in the past, said Peter.

Therefore, the collection sought to bring together floors that recall the past, the house of the grandmother, the beach house, cottages. So that when people back home are in your refuge, this is the concept of the collection, the Marks of Time, bring about memories and sensations.

Even being a wooden floor that refers to the past, are laminates of high-technology and perfectly combine with objects and modern furniture, as I said to Renata.

And what are the Marks of Time?

The idea was to create a collection that showed the passage of time on the floors, imperfections with identity, that humanized environments.

Were selected six prints in different shades, two well clarinhas, almost white, reminiscent of a beach house with the wear and tear of the sand on the floors, a patina natural. While the floors, the dark reference and the floors of the cottages in shades mate.

As it is a special collection, the floors Durafloor “Marks of Time” will be sold only in boutiques of floors with specialized representatives that prioritize the product specification by architects, in addition, these specialty stores should have a good space for the exhibition of the floor.

Photos and More Information

To learn more about this collection in the “Casa Claudia” magazine will launch a special edition 10th day of March with a skin surprising, that the ArquiDicas had the opportunity to experience first-hand, it is worth you checking out this job!

Another novelty that the Pedro Ariel had exclusivity for the ArquiDicas is that the collection will be the Marks of Time in the next editions of the House Color. The laminate flooringcollection will be in stores from April.

See photos of the complete line here.

Gallery

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