Designer: Armstrong Flooring
Starnet Member: Johnson Floor Company, Inc.
Starnet Preferred Vendors: Armstrong Flooring, Inc.
The Armstrong Design Team envisioned the floor of their booth themed “Into the Cityscape” as a nod to a city transit map, with the color-coded transit routes leading to different sections of the booth. The flooring chosen was intended to invite the attendees to “navigate the urban maze with us” drawing connections between people and places, movement and structure, and the geometry of the urban grid. Unique visuals and realistic textures in neutral palettes were paired with pops of color to showcase Armstrong’s newest offerings, allowing attendees to imagine how the products could work in harmony, with the right synergy, to create beautiful coordinated spaces.
We were keenly aware that the flooring installation was crucial to the overall success of the booth, as attendees would be forming their opinions of the products in large part upon how the products appeared when installed on the booth floor. We had 21 calendar days after receiving the Armstrong design for the 22’6”x 19’10” booth floor before beginning our installation. During this time, we needed to:
1. Source a fabricator to water-jet cut 22 different sheet vinyl materials within our short time frame, (many pieces were still wet when we received them);
2. Identify the best adhesive to use for the project to ensure the sheet vinyl would stay adhered to the substrate, (sheet vinyl cut into narrow strips will inherently curl and not lay flat on its own making using the correct adhesive important);
3. Consult with the fabricator to reapprove the drawings as minor changes were received, so that what they ultimately produced was an accurate representation of what Armstrong intended, (the drawings we received were not dimensioned except for the overall booth size);
4. Design the transition to be used around the three open sides of the booth from the sheet vinyl to the carpeted aisle, (1.125” to zero);
5. Pick-up and lay out the pieces to ensure they would be free of distortion and dry, inventory to make sure nothing was damaged or missing, then repackage all the now flat and dry pieces to keep them flat and prevent damage to them during the transit to the venue and while at the venue up until installation, (there was no room once on site to open up rolled material to allow it to relax, even overnight in the booth space for fear of damage).
The project consisted of installing a 3/4” OSB substrate, routed to accept electrical runs, then covered with ¼” underlayment plywood. We prepped and sanded the entire floor to eliminate telegraphing of the joints through the sheet vinyl. We installed 168 separate pieces of the sheet vinyl flooring to plan. We heat-welded over 500 lf. and installed 62 lf. of transition. The most difficult parts of the installation were ensuring that the first piece of sheet vinyl was positioned correctly so the layout fit the booth size and was not set skewed to the booth edges; allowing enough open time for the adhesive to flash along with getting the correct amount of transfer so the narrow cupped “route” pieces stayed perfectly flat without help; and performing the entire installation over the venue’s carpeted show floor.
The concepts, products and execution were very well received at the show. We received this from Armstrong after the show closed: “Thanks to you and your team for the amazing floor installation at NeoCon! I believe our floor pattern and install drove attendees into our booth.” “I would say that our floor was even a bigger hit than anticipated”.