Behind the Scenes: 2012 Spring Catalog Shoot

With our Spring Catalog arriving in your mailboxes in a few days, we thought it was time to give you a sneak peek at what’s to come with this behind-the-scenes look at one of our Spring Catalog photo shoots.

It all starts with a unique space, and we’ve been fortunate enough to find our fair share of them. FLOR shoots all our catalog photography in real homes, often-times going so far as to use the homeowners as our models. Autheticity is at the forefront of our photography, and a quick tour of some of this home’s items will give you a sense of why we found it so intriguing.

This wall began with a single antique photo, which led to another, and so on, until it was draped with pictures dating back to the late 1800′s.

This next item is one of many interesting paintings found throughout the home. Mostly of people or faces, the paintings gave the feeling that there were a few extra residents living there and added life to the space.

This unique lamp embedded itself perfectly into its surroundings.

Upstairs was an intimate loft that, combined with a small skylight bringing natural light to the space, provided the perfect setting for this shot. This space has also been featured in Chicago Home & Garden magazine, the Chicago Spaces Inspiring Interiors book and the UK edition of Elle Decor.

And here is our team hard at work making sure we get the best shots for our pages, which often involves some debate and on-site tweaking to get it just right.

Final Catalog shot:

When we stumble upon an amazing home like this one, we find ourselves shooting more than just one shot in the home.  On this day, we ended up shooting five catalog shots. It may not seem like a lot, but believe it or not, five shots will fill up our team’s entire day.

The four other shots that took place in this home:

Style: Heirloom

Style: Look Both Ways

Style: Roadside Attraction

A patchwork rug of the following styles: Rake Me Over, Feelin Groovy and Toy Poodle

Here’s a sneak peek at a few of the additions we have coming to the FLOR line this Spring, that we’re super excited about.

Style: Hey Jack

Style: Mod Cow

To see more behind the scene posts like this one click here and here.

Be sure to stop and see the full spring line at FLOR.com on January 17th!

Tags: , , , , , ,

FLOR’s Holiday Giveaway – Week 2

** This giveaway is now closed – see winner below**

Our winner from last week’s Holiday Giveaway of a 20 tile Line, Please rug is….. Ramona ( who likes Line, Please color Maize and plans on putting this rug in her dining room!) Congratulations Ramona and thanks to all of those who participated. Be sure to check back on the site this coming Thursday, December 15th for this week’s Holiday Giveaway (hint:  2 of FLOR’s favorite and most colorful combos)

_______________________________________________________________________

We’re thrilled to announce this week’s Holiday Giveaway rug (insert drum roll) …Line, Please.  One winner will be chosen at random to receive 20 tiles of Line, Please in the color/s of their choice.  If you missed last week’s giveaway and winner you can see all of that here.  Remember, after this week there are only 2 giveaways left.  Good Luck!

How To Win

  • Simply write the name of your favorite “Line, Please” color/s and tell us which room you would use it in.
  • Giveaway closes Friday, Dec 9th at 11:59pm
  • One entry per e-mail address is permitted. The winners will be selected using random.org and announced on Monday, December 12th as an update to this post. That’s right, come right back here on Monday for the announcement of our winner.
  • The giveaway tiles cannot be applied to previous orders and will be shipped via UPS Ground service within the United States or Canada.
  • Good luck

*Email addresses will NOT be shared or used for marketing purposes. If you would like to sign up for FLOR emails click here.

 

Tags: , , , , ,

The Design Philosophy Behind FLOR

There is truly no one more passionate about squares of carpet and what a difference they can have on how people live than our head of creative strategy and product development, Chip DeGrace.

In this video, Chip talks about key concepts behind FLOR’s design philosophy:  innovation, replaceable and recyclable.  He explains that the modular, 50cm FLOR square is not simply a piece of carpet cut into that shape; but, rather, an intentional, thoughtful design choice.  Chip shares that the end result of all of this thinking and exploration is a flexible product that you can use to create custom shapes, sizes and design configurations and a pragmatic product actually lives with you.

We believe the tremendous thought behind FLOR squares makes a difference in the final product delivered to you.  We vow to continue our commitment to innovation and responsible manufacturing as the company grows and expands in the future.

Tags: , , ,

What Makes FLOR Different?

Everyone here at FLOR firmly believes in the products we produce.  We often talk about the differences that go into the design and manufacture of FLOR products, but we thought it would be great to hear it direct from our company president, Greg Colando.

In this video, Greg explains why FLOR is a better and smarter alternative to conventional area rugs or rolled carpeting; he discusses how designing with FLOR carpet squares gives you tremendous design flexibility and freedom to create custom designs to suit your taste and space; and, he talks about why modular FLOR tiles are simply a more practical way to cover your floors for today’s busy lifestyles.

We love what we do and want everyone to share in the joy of FLOR carpet squares.  We believe that once you experience the FLOR difference, you will never want to go back to traditional rugs or carpeting again.

Tags: , , , , , , ,

Behind the Scenes: 2011 Fall Catalog Shoot

The new Fall FLOR catalog is in homes today.  Here are some snapshots behind the scenes of this season’s catalog shoot.

Sometimes all it takes to create a totally unique look is a change of perspective.  Here, our designers used three hues of House Pet and simply slid every other square off-center to create a brick pattern.  The end result is dramatic yet really easy to achieve.

From a higher vantage point it becomes easier to see the shift.  Download this rug map to create a brick pattern of your own.

Final catalog shot:

Our designers started with this cool configuration of the runner on the back cover featuring our new style, Reverb

… but, the we love the final shot just as much.  Both include ½-cut tiles to create a unique checkerboard or interlocking sort of design.  Plus, the color combination is a knock-out.

Final catalog shot:

The bright green painting was the focal point of this room, so our designers chose to play off that piece to create this multi-colored patchwork rug in Toy Poodle.  It serves as this season’s page 2-3 editorial feature, and helps to illustrate simple FLOR math:  square + dot = rug.

… last-minute primping of the model before the final shot for the page 2-3 editorial spread.

Final catalog shot:

We just love the cool and serene blend of blues in this rug, which uses House Pet to add some texture and pizzazz to the room.

Final catalog shot:

To create the magic you see in the catalog each season truly takes a village.  Our team does everything from producing the props (yummy baked cupcakes)…

… to critiquing each shot for composition and lighting, making sure it is just right…

… to entertaining the talent between takes (with kids, that can be a handful!).

Final Catalog Shots:

Sign-up to get your copy of our catalog or shop our new Fall Collection.

Tags: , , , , , , , ,