We’re kicking off the year with the exciting launch of our most organic LVT collection yet, Iconic. A collection of 8 stunning wood LVT flooring designs replicating the imperfections and quiet beauty of natural wood flooring.
The vision behind Iconic was simple, build a collection as close to natural, naked oak as possible. The details truly became an obsession for us, and our design team hit the road, visiting countless timber mills in search of the perfect patterns, identifying and drawing inspiration from the most desirable characteristics of real wood – expressive knots, visible growth rings and mineral streaks.
By studying real timber in its rawest form, we were able to capture its character and translate it into a collection that feels completely authentic. However perfecting the grain was only a part of the puzzle.
Texture plays a huge role in making an LVT floor look and feel real, which is why the embossing has been designed to carefully follow the grain detailing within each plank.
The way that the light captures and reacts to this creates subtle changes in tone and shadows, giving the floor a sense of life. A small detail, but one that makes all the difference between a floor that feels flat and one that has depth and dimension.
One of the biggest challenges with LVT flooring is repetition. Too much repetition can break the illusion of natural wood. That’s why, for this collection, we’ve doubled the number of plank repeats, to better mimic the randomness of a real wood floor with more variation and a realistic flow.
“We wanted to create a product that was as close to nature as we could possibly get. Every detail matters, from the knots and grain to how the floor feels underfoot. We obsessed over the details to make sure Iconic is one of the best products on the market” – Stephen Latham, Managing Director
Made up of two light, four medium and two darker tones, the carefully curated palette offers something for any aesthetic, with one common thread, a calm, organic feel that brings a sense of balance and warmth to the home.
Available in three formats, choose Iconic LVT flooring in Plank for effortless, natural flow, Herringbone for a classic pattern with depth, and Basket Weave for a statement look rooted in heritage design. Explore the shades available:
Inspired by a dark forest floor or shadowed woodland, the deep and earthy tones of Kielder bring a sense of richness, depth and intimacy to any space. View Kielder.
Golden and warming, Ashdown brings character and a natural glow that is enriched by texture, expressive knots and a refined grain. View Ashdown.
Designed to be soft and subtly warm, Hardwick was chosen for its understated honey hue, authentic grain and gorgeous creamy highlights. Perfect for creating that cosy vibes. View Hardwick.
A medium oak tone, with a textured grain that echoes raw, untouched timber and injects any space with character and charm. Galloway introduces a rustic vibe into an interior. View Galloway.
Sherwood has a classic oak feel with a contemporary twist, and a subtle natural texture that delicately celebrates the beautiful imperfections of authentic wood. View Sherwood.
Perfect for a look that is relaxed, this light and sandy shade is reminiscent of naturally weathered wood, think coastal or modern farmhouse. The detailed grain brings beautiful authenticity. View Delamere.
Tollymore has a driftwood feel that works in contemporary, light spaces. Cool and fresh, this design is ideal for those looking to embrace a natural yet modern aesthetic. View Tollymore.
Light oak with an ashy undertone, Abernethy is undeniably versatile and the perfect foundation for any interior, whether your scheme leans warm or cool. View Abernethy.
In addition to the natural feel and appearance, the new Iconic collection is also stacked with the many benefits unique to LVT flooring.
Designed for everyday living, Iconic offers comforting warmth underfoot, easy maintenance (a must for busy family life), and a durable, pet-friendly finish, meaning it can be loved for years to come. Backed with the reassurance of a lifetime guarantee
Explore your favourite Iconic LVT flooring shades in your home, available now using our room visualiser, or order samples to see and feel that natural grain and textures up close.
