With the American Hardwood Export Council programme now in its 17th year, there is little doubt about the American industry’s long-term commitment to exports in Europe. The problems of US furniture makers facing severe competition from China and elsewhere in the Far East mean that this focus is likely to intensify rather than diminish.
The UK office of AHEC continues to be a seedbed for promotion initiatives, new ideas, research and creative marketing programmes all over Europe. We have a very varied programme of activities, built on a firm foundation. The basis of that is a policy of delivering a multi-functional marketing programme to a multi-target audience. And we started as we plan to continue, to work with the import and distribution trade – hence our annual convention. It’s a question of push and pull.
Last year a survey of attitudes to specifying American red oak was conducted at 100% Detail, the architectural design show in London. The fact that AHEC has taken its activities to the heart of the architectural profession is an indication of the importance the US attaches to European specifiers.
In this case, Europe resists the use of red oak because of its lack of familiarity, although it is interesting that German consumption of red oak veneer for doors and panelling is a long-established business. What you don’t see and don’t use you may not consider for new projects, so the red oak floor on AHEC’s stand, donated by Timbmet, was an effort to increase exposure in the UK. AHEC has long believed in the use of American hardwoods for some structural applications, such as the award-winning use of American oak in Portcullis House at Westminster. In line with this, another initiative this year will be the launch of a structural publication being researched and written by structural engineers Arup, with a foreword by structural engineers Buro Happold. This is also part of a continuing process of updating technical publications.
Architectural seminars
A series of major architectural seminars have been running for some years. One of the first was at Haberdashers’ Hall in London, which also showcases American oak. Presentations from the design architect James Greaves, director at Hopkins Architects, were combined with a presentation of a project in Ireland designed by Ciaran O’Connor from the Office of Public Works in Dublin. This was followed by seminars in Belfast, Hamburg, Rome and Paris, with the next presentation in a few weeks’ time at a well-known Frank Gehry red oak project in Berlin. The series will return to London with a major event in November.
All seminars feature eminent architectural speakers and focus on some of Europe’s most prestigious projects.
In pursuit of its policy of generic promotion for wood, AHEC has long supported many UK events such as the British Furniture Awards, Carpenters’ Award (now The Wood Awards), and the TTJ Awards. Continuous support for the Institute of Wood Science now involves sponsorship for the annual conference which, this year, will be held in London.
Trade shows
Trade shows also feature strongly in AHEC’s calendar. Regular participation at Interzum in Germany, Maderalia in Spain, Carrefour du Bois in France, and Interbuild and ASFI in UK has made many wide ranging contacts for AHEC’s European team and American members, who also attend. These days, specialist shows such as 100% Detail at Earls Court, and Saiedue in Italy aimed at architects and designers, are becoming more of a priority. At all such shows, the involvement of timber traders and manufacturers to support AHEC promotion is encouraged and welcome.
We would like the trade to be aware and make use of this promotional effort, which improves the image and profile for hardwood with architects, designers and specifiers. It is all part of AHEC’s public relations campaign which results in architectural press editorial of more than £500,000 a year. At least 20% of this is generated in the UK with leading titles such as RIBA Journal, Architect’s Journal and Architecture Today.
For the trade, industry and professions, AHEC maintains two websites providing access to technical information, trade knowledge and the environmental credentials of one of the world’s most sustainable timber resources (www.ahec-europe.org and www.sustainablehardwoods.info).
Our aim is to help everyone along the wood chain participate in the use of American hardwoods, first traded here more than a century ago.
