Winning Porcelain “Woods” from Esmer Tile

By Annette M. Callari, Allied ASID; CMG

Reclaim by EsmerIt’s no secret that natural hardwoods are a hot commodity. So no wonder, other flooring types have jumped on board to recreate the best aesthetic wood has to offer, but in more durable, family-friendly materials. The latest addition to this cache of wood-look floors is a new introduction by Emser Tile announcing their “Reclaim” glazed porcelain tile line.

I have a son in the military who often uses the phrase, “Go big or go home”. And he does go big, of course. Parachutes out of airplanes, serves on the Air Force Special Forces team, and his latest venture will now be pilot training. (…so much for trying to keep him out of harm’s way—never going to happen.) But that’s the way it is. Each generation accomplishes bigger and better things.

The parallel I’m trying to draw here is that the generations of flooring have gotten bigger and better as well. This new launch from Emser is bringing to market an 8” x 71” wood-look plank!!! The look is dramatic, and minimal-width grout lines camouflage that this is tile. Exactly what Emser was striving for—an easy-maintenance, realistic wood look that rivals nature’s best. The color line is also drawn from nature: sand, brown and gray. Use them individually or mix and match to create a stunning compilation (see photo).

Next generation flooring continues to amaze and surprise. Cross-over looks are born out of the need for better functionality. Expect that trend to continue into the future, and undoubtedly all of us can look forward to what’s coming.

CMG Color Forecast—Flooring Report Card

CMG Color Forecast—Flooring Report Card
by Annette Callari, Allied ASID; CMG

What good are color projections if they don’t materialize? A vice president of my company recently asked, “What do you CMG people do? Sit in a top-secret room and use a crystal ball to predict colors?” Amusing—NOT. More like a year’s work of regional research to detect shifts and directions in colors. These regional Color Marketing Group ChromaZone meetings culminate in the yearly Summit Meeting of CMG members where all of the information gathered regionally is synthesized and channeled into the final (two-year future) forecast.

So how are we doing based on the color projections I reported to you early this year? Let’s take a look at real-life flooring products and see how we did so far for 2015.

Omega area rug


The Omega area rug available through the Home Decorators Collection hit on color harmonies that used most of the warm colors featured in the 2015-2016 forecast. This is a great example of how the projected colors work well together. Notice the gold colored block is a darker shade of the goldenrod color in the CMG color fan above. Utilizing shades (darker) and tints (lighter) of the base colors gives the palette more range.

Shaw berber Caresse carpet in Mountain Haze


Shaw’s berber construction Caresse carpet in color Mountain Haze picked up the dark purple forecast color. This color was most watched because it was such a deep, saturated hue. No problem, it translated to soft surfaces beautifully.

Esmer Imagine tile


Emser Tile created a fantasy tile that hit the projected blues quite well. This tile to the left is a glass, stone, metal blend called Imagine.

Daltile elemental glass cornflower mosaic


Missing above was one color—the electric blue, which I could not find in the Emser line, but see product to the right, as Daltile picked up the color in their Elemental Glass Cornflower Mosaic.

Amtico luxury vinyl tile


Luxury vinyl tile embraced the new palette with the Amtico Abstract Spectrum collection. Here is a compilation of the colors offered in that collection. See how many of them you can match up to the CMG forecast fan.

Mannington commercial rubber flooring Tic Toc


Mannington Mills has a varied collection of commercial-grade rubber floors. No doubt, the bright pink in the color line-up above was one that was not expected to appear until 2016. But Mannington has already incorporated it into their style “Tic Toc”. Well done. Visit on-line to see the full color range and once again, you will find parallels in the rubber flooring category to most of the forecast colors. (

Casablanca area rug


In conclusion, the handful of colors reported by CMG not singled out for discussion above, ALL came to life in this artistic Casablanca area rug. Who knew that every one of the projected colors could be woven together to produce a masterpiece like this?

Just in case you think manufacturing USA isn’t watching us closely at CMG, we have proof positive that they not only send representatives of their companies to participate in CMG, they wait for our predictions and count on them to create the fresh, colorful products coming your way. Floor coverings and color marketing work hand-in-hand.