Hardwood Floors August/September 2019

By Emily Morrow Finkell

The creative process is sitting on the ground surrounded in paint swatches, white oak slices, frayed pieces of fabric, and a team of experienced professionals with sawdust in their eyes. It comes from digging deep in the parts of our minds, our hearts, and our souls, which technology cannot power up or power on. Creativity is connectivity – with the human spirit, not a cable. My most recent and prevalent example of unplugging for authentic creativity to prevail was during an African safari this past summer with my family. A once-in-a-lifetime experience, the journey allowed us to soak in the majesty of nature in all its raw splendor. From the journey, one of my newest collections was born.

Digital has its place in the creative process; let’s be honest. After all, it’s 2019. Sites like Pinterest, Houzz, and the world of influencer marketing have made interior design and the floor shopping process engaging and attainable, and for that, the industry is grateful. But as “creative” professionals who are focused on pushing the design envelope ever forward on behalf of both the industry and our brands, how do we cut through the noise? Slide to power off. True creativity is not happening behind the screen. While the screen may reaffirm our ideas and give us a sense of belonging, the creative process does not begin or end on the screen. At the risk of sounding unapologetically cliché, the creative process is all around us in the most present and current sense.

Since we have introduced Stauf

WFR-930 in the US market, it has truly changed the landscape of adhering engineered flooring. This patented product spreads easily, and cleans wet or dry without etching the finish of the floor. It also meets all the standards for IAQ, even in the state of California. WFR-930 is an alcohol based adhesive that eliminates hollow spots, and its simplicity is unmatched. We have heard from installers over and over again, and the consensus is always the same: “Don’t EVER stop making this adhesive”. WFR-930 stands in a class all its own. We aren’t going anywhere and neither is the floor you just laid! Stick with what works.

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www.staufusa.com 866.GLUEUSA

the magazine of the national wood flooring association

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