National Hardwood Magazine - March 2012

SOUTHERN CYPRESS

SOUTHERN CYPRESS MANUFACTURERS ASSOCIATION Cypress Promotion Targets Design Professionals And Consumers It’s going to be a busy year! The Southern Cypress Manufacturers Association (SCMA) 2012 promotion campaign is touting a slate of projects designed to increase the presence of Cypress on both digital screens and printed pages. Here’s what we mean. Over the past several years, the SCMA has worked with consumer and do-it-yourself magazines and television shows, as well as top architectural students from around the country on projects that utilize Cypress’ good looks in applications throughout the home. These projects, which have been featured in Better Homes & Gardens and WOOD magazines, as well as on HGTV.com and television screens across America, have led to a steady increase in web traffic to www.cypressinfo.org – SCMA’s home on the worldwide web. We plan to capitalize on that in several different ways. First off, showhome and do-it-yourself projects will continue to be a focus of the 2012 promotion plan. Working with editors at leading consumer home and renovation magazines will spotlight Cypress in feature articles as a natural, cost-effective alternative to composites and other building materials for both interior and exterior applications. We also plan to enhance SCMA’s virtual presence with a redesign of www.cypressinfo.org. In addition to an updated appearance, the website will offer fresh content and improved navigation, as well as other in-demand information such as Cypress design values and strength and mechanical properties. A new feature will be a membersonly section that will provide upcoming meeting information and other related content. In addition, the site’s already impressive Case Study Library and Photo Gallery will feature even more ideainspiring projects, all designed to showcase the unique and extremely versatile attributes of Cypress. The Case Studies, among the website’s most popular downloads, include interviews with architects regarding their reasons for using and experiences working with Cypress. Last year, Cypress’ inclusion in a televised home renovation dubbed The Kuppersmith Project, got the attention of the consumer market in a very big way. This year we plan to reintroduce Cypress as a superior exterior building material via a consumer-targeted print article. With pickup from top-100 newspapers around the country, consumers will learn more about the beauty, durability, and versatility of Cypress as siding, decking, trim, fencing, and furniture. And that’s just some of the plan. SCMA is dedicated to the promotion of sustainable Cypress building products because this versatile wood, known to withstand the test of time, has been an established favorite for outdoor applications and continues to be recognized as well-suited for a variety of indoor applications. To learn more about our efforts or to get on board with Cypress promotion, please visit www.cypressinfo.org. 12 Hardwoods...The All-Purpose Material

AHEC Update AHEC French Design Competition Results: Insipiring Design In American Hardwood The American Hardwood Export Council (AHEC) launched the first Wood Stock Design Competition at Maison & Objet in Paris recently. Thousands of visitors admired the 15 shortlisted entries, which were manufactured into prototypes or scale models in American Hardwood. The quality of the entries was exceptionally high and the jury members were extremely impressed by the talent of the young designers and architects from France and Belgium. AHEC launched the Wood Stock Design Competition to encourage young professionals and graduates to explore the use of American Hardwoods in design. As natural and sustainable materials, Hardwoods have many different physical and mechanical properties, so understanding wood as a material is crucial in order to use it to its maximum potential in design. In May 2011, the jury selected 15 projects to be manufactured into prototypes or scale models. Over the summer, the entrants worked with the selected manufacturer (La Fabrique) and model maker (Ray Winder), to develop their designs and the final work was exhibited at Maison & Objet recently. The jury was chaired by Christian Liaigre, interior designer and CEO of Maison Liaigre, whose elegant designs have made his company one of the top French luxury brands at export level. He was joined by leading architect Philippe Chaix, designer Guillaume Delvigne, deputy chief editor of the architectural magazine AMC Catherine Pierre, and French organizations in the timber industry, Comité National pour le Développement du Bois (CNDB) and the French Institute of Technology for forest based and furniture sectors (FCBA). The jury spent many hours deliberating over the entries and finally agreed on the winning projects: Category 1 – Stand Alone: This first category, open only to student applicants, focused on stand-alone product or furniture design. Students were given a brief of ‘urban design’ which could by MICHAEL SNOW Executive Director American Hardwood Export Council Washington, D.C. 703-435-2900 www.ahec.org link to communication tools such as mobile phones and laptops, but this was just a starting point and not obligatory. The judges looked in particular for creativity and innovative design. The designs needed to be usable, both aesthetically and technically, and the students were expected to consider how easily the product could be manufactured, taking eco-design considerations into account. Winner: ‘Tandem’ by Geoffrey Graven (Strate Collège Designers, Sèvre) The judges were extremely impressed by the commercial feasibility of this piece. Potentially available in different sizes and colors, ‘Tandem’ reflects today’s way of working on the move with portable devices. ‘Tandem’ would work well for instance in a home environment, but also in public places such as an airport lounge. This lively piece also won the public vote with 35 percent of votes. The piece, designed in American White Oak, shows off the grain and texture of the wood with its solid top and revolving table. The base of the seat and the rims on which the shelf revolves are made in aluminium to provide the required strength whist keeping the shelf lightweight and streamline. The judges also highly commended ‘Claustra’ designed by Manon Malatray. An innovative piece, this design combines a coat stand with a room divider. ‘Claustra’ takes advantage of Red Oak’s excellent steam bending properties allowing a Please turn to page 48 “Tandem” by Geoffrey Graven was a winner at the AHEC French Design Competition. This piece is designed in American White Oak. “The Transition Cube” by Mathilde Lanoe, made of American Ash and American Gum captured a winning slot as well. “Hearth”, pictured, also impressed the judges and was designed by Belgian students Pieter Vanderhenst and Mathias De Ferm. The piece is made of American White Oak. MARCH/2012 13