The specialist magazine for Interior Design Edition 10 | April 2014

BOARDS

Structured surfaces add a tactile touch.

FLOORS

149 products to catch the eye and the imagination.

IDEAS

Fumako & Co: authentic atmosphere with antique wood.

2 EDITION 10 04 / 2014EDITION 10 04 / 2014

Kaindl has for years pursued the strategy

of putting ideas and innovations at the

center of its actions. We are therefore

delighted to be perceived as the market

leader, especially in Italy with its design-

oriented environment. Our product devel-

opment team can also be proud of ‘Oak

Sanremo’ that was elected a ‘royal decor’

at the IMM Cologne.

You may have already noticed: the edition

of QUERSCHNITT in your hands has

been given a revised layout as part of our

new corporate design. The highlight of

this process was the trade show stand at

the Domotex that, together with the new

FLOORING collections, enabled us to

effectively convey our quality claim.

Our website www.kaindl.com is now also

online with a new look. Our antique wood

program offers exciting interior design

options; you can read about its evolution-

ary history just to the right of this editorial.

You can also discover the future of shop-

ping where online and offline shopping

merge together.

Best wishes,

Doris Buchmesser

New life for old wood – Kaindl processes the beams reclaimed from demolished buildings to

create high-quality boards and floors that lend a particularly authentic atmosphere to any room.

QUERSCHNITT meets product developer Johannes Schuster at the source of his inspiration to

gain insights into the development process and a take a look at applications in interior design.

Published by:

M. Kaindl KG, Kaindlstr. 2, 5071 Wals / Salzburg

Editing & Design:

KISKA GmbH, Anif / Salzburg

Photos: Kaindl, next125, Umdasch

Title page:

Wood FLOORING, antique wood,

EH0AB0 Carat Oak

Printing: Samson Druck GmbH

EdiToriAl.

imprESSum.

hErE’S An IDEA.

3

FLOORS carat oak BOARDS antique oak

SToriES mAdE oF WOOD.

BOARDS wild oak

Kaindl antique wood

program – next step: a light

veneer for more discreet

rustic accents and designs

Back to the fireplace: the wall element in antique oak harmonizes perfectly with the modern kitchen block.

Antique oak is gained from the wood of demolished structures that had an open fire in the kitchen that blackened the wood.

Johannes Schuster has been with Kaindl since 1978 and is

totally passionate about wood. In fact, his passion seems to

be quite contagious during a visit to the open-air museum

in Salzburg and its old farmsteads. After all, this is where

the idea for Kaindl’s antique wood program was born.

Antique wood for modern living.

“We are currently in a kitchen where the food was

cooked on an open fire. Of course, that was hundreds of

years ago, but the blackened beams still tell us a story

of how people lived in those times.” There is hardly time

to start imagining how it must have been in those harsh

times before Johannes Schuster points out other char-

acteristics of antique wood on the first floor. Supporting

himself with one hand on a beam, he lets the fingers of

the other hand sweep across the beam’s surface, as

if he were trying to read the stories immortalized in its

grain. “Beams with striking fissures usually come from

those rooms in the house that remained unheated dur-

ing winter, like these bedrooms here.”

Back outside in the sun, the industrious product de-

veloper starts to relate the history of Kaindl’s antique

wood program from the very beginning: the idea actually

came to him during a Sunday stroll through the perfectly

renovated buildings of the open-air museum. Authentic

antique wood, so his consideration, would be all the

more interesting when the mega-trend is clearly heading

towards smooth surfaces, often in combination with

an air of technology. His idea has meanwhile proved to

be spot on as a growing number of Kaindl customers

discover how well the exclusive antique wood program

is suited to designing furniture and interiors with a very

special charisma.

Real. Authentic. Unique.

The journey from the initial idea to the finished product,

however, was quite demanding. That is because antique

wood is a scarce commodity – many old buildings are

listed, and rightly so. All that remains is a limited number

of structures unworthy of protection that are demol-

ished, for instance within the scope of land clearance

projects. It also became clear during the research phase

that ancient knowledge is still just as valuable today: old

buildings were constructed mainly from oak and some-

times spruce due to the special air of calm on the inside.

Both types of wood are an ideal basis on which to meet

Kaindl’s high demands on quality.

Centuries-old wood combined with the knowledge of

more than 100 years of wood processing to form an

exciting product – Kaindl has turned the concept into

an extensive program. “The signs of aging and usage

carved into these boards and floors tell authentic stories.

They are exclusive in the best possible meaning of the

word and offer a unique tactile and emotional depth.”,

says Johannes Schuster.

Furniture, walls, floors.

Kaindl’s antique wood program is ideal for every aspect

of modern interior design with a focus on creating a

vibrant mix of old and new. The more generous the use

of this particular wood, the more earthiness, warmth and

comfort will characterize the room. The wood veneer

boards are available as dark ‘antique oak’ for furniture

and wall panel construction in every Kaindl collection.

Base boards are available in MDF, chipboard, block-

board and plywood in various thicknesses. The antique

wood is included in the new Wood FLOORING collection

as ‘carat oak’.

However, the options made possible by Kaindl’s antique

wood program are far from exhausted. The latest high-

light is FUMAKO: a combination of solid base board and

antique wood veneer on both sides creates an impres-

sion that is otherwise achieved only by custom-designed

pieces. FUMAKO opens up many new areas of applica-

tion for ‘solid boards’ that were previously inaccessible

due to cost reasons.

Johannes Schuster

4 EDITION 10 04 / 2014

nEW VARIETY. morE room EFFECT. Laminate FLOORING collection.

New decors and new surface structures.

For both the Classic Touch range and the

Natural Touch range with synchronized

surfaces.

Wood FLOORING collection.

The real wood range is a bold statement

on parquet. And proud winner of the Archi-

tects’ Darling Award 2013.

Design FLOORING collection.

Inspiring ideas on cork, real wood or HDF

base boards. Our customizing model offers

a wide range of options to let your dreams

come true with an order for just 300 m².

All in.

As a supplement to the original

samples the collection book con-

veys an impression of how a laid

floor will look. Skirting boards are

available for every product.

New product structure.

Variety needs clarity: 7 ranges, 149

flooring types, materials, board for-

mats, surface structures – the clear

structure with three collections

makes it easier to choose a prod-

uct for a specific room conditions

and customer requirements.

100 % original.

Touch and vision. Nothing is

more authentic than the original:

That is why the collection

folders exclusively contain real

flooring samples from the pro-

duction center.

New photo style.

Putting ideas in the picture. The

new Kaindl Floors are ideal support-

ing elements for personal styles and

inventive interior design.

Product variety.

Laminate, real wood or design

flooring: the entire variety of board

formats, designs and surface struc-

tures demonstrates its impact on

room and atmosphere.

Easy to use.

Quality with that certain touch. Leather-bound

collection folders are a befitting backdrop for

presenting the Kaindl FLOORING collections.

Prêt-à-porter thanks to carry handles.

5

IDEAS

Kaindl image brochure

IMAGE MOTIVES

The floors of the new FLOORING

collections present objects of

everyday life: exciting, different

and full of ideas.

Chairs become works of art.

Ventilators communicate. Light

bulbs form a network. Inspiration

is the foundation of new products.

Laminate FLOORING

Product brochure

Design FLOORING

Product brochure

Wood FLOORING

Product brochure

NEW idEAS.Kaindl SOLID: vinyl rediscovered.

Shop, office and of course private room design – Kaindl’s

SOLID vinyl floors are the ideal solution when resist-

ance, easy care and durability are in demand. The series

features a wood look in 7 variations for classic, rustic and

stylish designs and the floors are easy to lay ready for use

thanks to the Kaindl LOC System.

6 EDITION 10 04 / 2014

NEW DEAL: onlinE Shopping goES oFFlinE.

Shopping behavior is changing.

First read a magazine, precisely define the

desired purchase and then seek out the best

offer in a number of shops – these shopping

habits are rapidly becoming ‘old school’.

The younger the target group and the more

emotional the products, the more likely are

impulse purchases in the stores. Digital Na-

tives get the information they need from the

Internet – whether smartphone or tablet, it

keeps consumers up-to-date on where trends

are heading and what the latest must-haves

are. The challenge for many years was how to

combine these two worlds of digital informa-

tion and real-life shopping.

Future now.

It was, however, merely a question of time. As

the Business IT Proceedings at Vienna’s Tech-

nical University ascertained back in 2009: “The

continuing trend towards the integration of social

web functionalities also has a decisive influence

on current developments in B2C commerce.”

Things have progressed so far that theoretical

insight and tangible change are evolving into a

revolution: A few moths ago, street-wear label

RAG of Vienna started operating an interactive

Shopping Wall that seamlessly merges digital

shopping and analog purchases to create a

new shopping experience.

Interdisciplinary concept.

“Innovative, interactive and integrative – as

a pacemaker in the field of shopfitting, we

see new challenges in the digitization of the

consumer world”, says Petra Böttinger-Barth,

ViBiz division head at Umdasch Shopfitting.

“We routinely discuss the future of shopfit-

ting and commerce in interdisciplinary teams

and project groups.” One of the results is

the Shopping-Wall that Umdasch Shopfitting

developed in cooperation with Ars Electronica

Solutions, Samsung and RAG and presented

with great success at the EuroShop in

Duesseldorf in mid-February.

7

Cross-Channel shopping.

The change in shopping behavior on the side of

the consumer needs a counterpart on the side

of retail commerce. The sector is facing the

challenge of addressing its customers in many

different locations and in different situations so

that labels are perceived as trendy and articles

as must-haves. To turn the perception into

real purchase behavior requires the stationary

retailer to develop Cross-Channel competence

by – as demonstrated by the Shopping Wall –

building the customer a bridge between the

desire to possess and actual possession.

4 x 2 m touch-screen.

Customers entering the RAG store on Maria-

hilferstrasse, one of Vienna’s MAIN shopping

miles, first see what appears to be a large vid-

eo wall. It is in fact a 4 x 2 meter large touch-

screen consisting of 14 Full-HD display units.

The content presented on-screen is adopted

directly from the web-shop and enables the

customer to move through product navigation

per slide and fingertip. The dimensions of the

Shopping Wall virtually immerse customers in

the world of brands where they can enjoy a

completely new shopping experience.

Social Web Integration.

There is also a virtual shopping basket just

like the one in the web-shop. Customers pay

simply by transmitting the price from the

Shopping Wall via QR code to their smart-

phone. All articles in stock at the shop are

identified by an RFID (Radio Frequency Iden-

tification) product code and are immediately

available. Furthermore, the Shopping Wall is

also capable of dialog: customers who take a

selfie to share the pleasure of their purchase

with others can upload the image there and

then, whilst becoming a member of the shop

and label community in the process. From the

retailer’s viewpoint an important feature for

subsequent marketing.

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4

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8 EDITION 10 04 / 2014

Tradition reinterpreted.

Whether lamps and porcelain by Young & Battaglia

or wallpaper designs by Abigail Edwards: it should

come as no surprise that designs influenced by classic

interiors are determining the trend. A longing for less

transience and a more permanent reality is unsurpris-

ing in times when our lives are determined by virtual

worlds and everything seems to fly past with ever

greater speed. Old values reinstate trust, traditions

provide emotional stability and awaken a desire for more

naturalness. This yearning is embodied in old porcelain,

hand-cut crystal glass and Baroque wallpaper, but just

as much in great-grandmother’s laundry chest, once

filled with fine fabrics, that she brought into her marriage

to great-grandfather.

And so colors such as gold, cognac and copper are cel-

ebrating a come-back in interior design alongside petrol,

cream, grey and black. Real materials with an authentic

feel like wood, marble, porcelain and precious metals

accompanied by illustrious fabrics and accessories are

once again in demand – and floors, too, can shine in

old resplendence. Here are a few ideas as to how you

can prepare the ground for your Classic Trend with the

collections from Kaindl:

1 Oak 3-strip THE classic.

Laminate | Classic Touch | 37528 Oak TREVI

2 Wide floorboard format. Generous appearance.

Laminate | Natural Touch | 37472 Maple VANCOUVER

3 Exotic wood. Gold-Caramel as a trendy color.

Wood | Natural | TP0AN0 Teak MONAZ

4 High gloss. Magnificent surface.

Design | Creative High Gloss | P80120 Noce VIVA

5 Inspiration slate in tile format.

Design | Creative Tile | F80030 LAVA

inTErior TrEndS:cLASSIc

9

Next 125

hErE’S your IDEA:Elegant minimalism.

The spatial effect and pleasant atmosphere of concentration that characterize the

library at Bern University are created virtually exclusively by the furniture. Although

it has a very functional appearance – as does the structure with its exposed con-

crete walls – the wood veneer shelves nonetheless exude a friendly atmosphere.

Different types of base board were used in accordance with the fitter’s specifica-

tions, whilst the Finoboard surface Natural Matt provides long-lasting protection

and is easy to care for. The order was processed under defined ecological speci-

fications: they included FSC certification for wood from sustainably managed for-

ests and, for the base boards, Blue Angel certification for low-pollutant production.

Kaindl can provide both of these certificates for the vast majority of its program.

PROJECT

University of Bern

vonRoll university center

Institute building

ARCHITECTS

Spreng + Partner Architekten AG | Bern | Switzerland

arb Architekten | Bern | Switzerland

RESPONSIBLE FOR LIBRARY IMPLEMENTATION

Röthlisberger AG, cabinet manufacturers | Schüpbach | Switzerland

KAINDL BOARDS

Wood veneer board ‘Oak’

Finoboard surface natural Matt(NM)

BOARDS AhEAd.

The IMM Cologne takes place in January of each year

and is the main event for the furniture and furnishings

industry. This is where the trends are determined that,

according to the experts, will be the next craze. This

year, Kaindl was a step ahead with its ‘Sanremo Oak’

design as the decor had already become a must-have

for many manufacturers since its launch in the previous

year. The recognition bestowed upon the design team in

Cologne even went up a notch – participants discussing

‘Sanremo Oak’ in the corridors of the IMM referred to it

simply as the ‘royal decor’.

Kaindl had already caused quite a stir with synchro-

nized decors for decor boards and flat laminates – the

decor and structure on these boards match one another

perfectly. The high-quality finish of these boards makes

it difficult even for experts to tell them apart from real

wood. And there is yet another new idea that has once

again positioned the manufacturer from Salzburg as an

innovative leader: the program now features 16 decors

as two-sided synchronized decors under the collective

name of Natural Touch². They offer advantages during

production and open up completely new applications to

designers and processors.

‘Sanremo Oak’ is available as a quality synchronized

decor in six colors exclusively from Kaindl.

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10 EDITION 10 04 / 2014

rEAdy For ThE grAnd APPEARANcE.

Modern trade show stands bank on

barrier-free emotions.

They can indeed represent ambitious challenges to

designers and architects: trade show stands are a con-

centrated display of the brand’s identity and products

on just a few square meters and are simultaneously

engaged in fierce competition – with every other trade

show stand.

Despite living in an age of virtual worlds and online shop-

ping, most brands and companies cannot do without

them: trade show appearances provide a direct contact

to the product and the customer, they convey values,

sharpen the image and create desire. Trade show

stands are a means of communication and their design

is subject to significant changes due to new forms of

dialog and a changing communications mix.

Staging a brand and product experience.

“The viewpoint of the visitor is always the central theme

of a trade show stand concept”, says Jakob Mayr. He

and his company AREA specialize in the spatial design of

corporate identity and he is quick to point out that details

are of huge significance with regard to the direct contact

between the customer and the brand and its products.

These details start with the route the visitor takes as he

crosses the stand and stretch as far as accurate light

effects and smooth-running logistics behind the scene.

“A trade show stand is a stage where paying attention to

many details results in a convincing performance.”

Creating curiosity.

“Trade show stands used to be quite introverted, often

with high walls, and no one knew what was going on

behind them”, says AREA manging director Jakob Mayr.

“Today, that is an absolute no-go.” After all, says Mayr,

digital media have significantly changed the way we

handle information. The result is much more openness

and extroversion at trade shows in an attempt to create

low-threshold accessibility and to remove the barriers

that could hinder spontaneous purchases. “Ideally, vis-

itors don’t even realize they have entered a trade show

stand – they just suddenly find themselves at the heart

of the action.”

Curiosity and a desire to discover need to be encour-

aged. The viewing axes that open up the stand to the

visitor play an important role in much the same way

as they do when visitors approach a town or building.

They should provide a few hints without giving the

game away.

‘Ideas’ as the core message of the

Kaindl trade show stand.

The principles outlined above naturally applied to the

new Kaindl trade show stand. The appearance at the

sector’s most important trade show – this year’s Do-

motex event – has to send out a clear signal when the

exhibitor is perceived as an innovative manufacturer and

has the entire flooring collection on display.

AREA developed a concept on the subject of ‘Topography’,

whilst Kaindl’s corporate design by KISKA specified ‘strong

contrasts’ for the aspects of visual design. Hence the

trade show stand’s design with a black floor and cube and

white inclined surfaces for presenting the products, some

of which had the form of a passepartout. Highlights and

pivotable displays created a perfect setting for the struc-

tured surfaces on display. The new collection folders were

presented like colliers at a jeweler’s shop – on extractable,

hip-high shelving.

First impressions count.

The experiencing the stimulating intensity of a trade

show is like taking a walk through Times Square with

its countless neon signs: visitors are hit by a staccato of

visual and acoustic stimuli that is difficult to overcome.

Exhibitors in this environment wither want to put on a

show that matches the brand or they want to be noticed

at any cost. ‘Being found’ is therefore – just as it is on the

Internet – the first step towards successful trade show

participation, together with the overall impression and

perception as a clear statement. After all, a bold trade

show stand concept portrays a confident company.

11

Kaindl presented the new design of its product and company presentation for the first time at the Open Floor House 2013.

Countless ideas in detail – and a comprehensive visualization of ‘Ideas’: Kaindl’s ‘Topography’-themed trade show stand at the Domotex 2014.

Following on from the workshop character of the Open

Floor House, Kaindl then presented the well-composed

brand appearance at the Domotex.

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M. Kaindl KG | Kaindl FLOORING GmbH

Kaindlstraße 2 | 5071 Wals / Salzburg, Austria | T: +43 (0) 662 / 85 88-0 | F: +43 (0) 662 / 85 13 31 | sales@kaindl.com | www.kaindl.com

rEndEZVouS TREVISO.

The showroom as a source of inspiration?

Fausto Lucchetta: Absolutely. After all, it is great to

pick the brains of someone you consider to be the

best. It makes us very happy and we are pleased to

be an ‘open space’ for our customers at any time. Our

conversations often stretch far into the future. Of course,

it is also beneficial to Kaindl to learn what is currently of

interest to creative people. The showroom doubles up

as an interface between the inspirations of architects

and designers on the one side and us as a manufacturer

on the other.

What exactly does that mean?

Fausto Lucchetta: Our customers have high expecta-

tions of Kaindl and we naturally want to fulfill them. We

see our responsibility as two-fold: firstly, we work six to

twelve months on a design before it is launched on the

market. Secondly, floor designs are often the trailblaz-

ers for trends that furniture manufacturers pick up on.

That is why we appreciate the dialog with architects

and designers, especially as they are competent part-

ners to processors and end customers when it comes

to good design.

Does this exchange take place

exclusively in the showroom in Treviso?

Fausto Lucchetta: Not at all, we simply have all the

samples available here. We have a team of seven

employees in Italy that we are consistently expanding.

We go to great lengths to ensure they represent Kaindl

authentically to the outside world. That is why we prefer

to meet our customers in their ateliers and studios, as

we can better judge their needs and wants when we are

in their environment.

Style, generosity, finesse in detail – Italian architecture and Italian design stand for beauty and the sheer joy of life.

Kaindl has demonstrated more than one parallel with its commitment to design and courage to embrace innovation.

That is why the new showroom in Treviso is more than just another product presentation.

Fausto Lucchetta has worked in the industry for the past 25 years. As the director of the new Kaindl showroom in

Treviso that he operates together with associates Walter Buranello and Paolo Busnelli, he is banking on long-term

objectives. The following is an interview on the market for flooring and decor materials in Italy, its correlations and

customer needs and wants.

You opened the showroom here in

Treviso in October 2013. What feedback

have you received so far?

Fausto Lucchetta: Five years ago Kaindl was an unknown

brand in Italy. Many innovations such as the synchronized

decors Natural Touch² and ‘Sanremo Oak’ have been

presented since then. Today, Kaindl is perceived as the

market leader in Italy. My contact partners therefore have

very clear expectations, especially as Kaindl offers high

quality and design in addition to technical innovations.

The new floor collections with 170 different products are

further proof. My overall impression to date is that Kaindl

is perceived as a partner for ideas.

Why is the Kaindl showroom

located here in Treviso?

Fausto Lucchetta: There are two main reasons. First-

ly, Veneto is one of the three regions of relevance to

architecture, design and the furniture industry in Italy.

Secondly – and in contrast to Milan, for example – it is

more easily accessible. We are close to the airport in

Venice and very close to the motorway.

How did sales develop during

the first few months?

Fausto Lucchetta: Of course, there are always situations

where an interested person sees a decor and says:

“That is exactly what I need.” That is very pleasing and

Kaindl has the great advantage that collection decors

are also available from stock at short notice. But I would

like to come back to the concept of ‘Partner for Ideas’:

architects and designers who come to us either have

a clear idea of the style and atmosphere they want to

create and are looking for ways to implement them, or

they are looking for ideas in general.

The new Kaindl showroom in Treviso / Italy.

Walter Buranello | MADE Paolo Busnelli | TABU SPA Fausto Lucchetta | KAINDL