Some days I have to pinch myself to make sure I’m not dreaming. Why? Well I guess I am still getting used to the fact that I work in an industry and promote a material that is in demand, in vogue and in the public eye, in a way I have not experienced during my 20 or so years in the hardwood trade.
At 100% Detail/Design two weeks ago I felt a real sense that wood is finally getting the recognition it deserves in construction and building design. The 100% Wood Materials display of more than 150 wood products was busy all day, with designers and architects browsing, touching and note taking.
Finnforest‘s imaginative stand structure in Kerto was a talking point and there was a wide range of other construction and joinery products on display providing wood solutions for interested specifiers.
We used the show to launch the new edition of Hardwood References (which was also distributed in last week’s TTJ), featuring the latest architectural hardwood gems.
But the real jewel in the crown was the unveiling of the shortlist for this year’s Wood Awards. If ever there was a way to demonstrate the versatility, beauty, and sophistication of wood, this is it. The finalists, announced by last year’s Gold Award winning architect, Simon Conder, confirmed how valuable the event is for showcasing the best in wood.
Are all these positive messages getting through to the wider architectural audience? The answer is a definite yes and we have the media to thank for this. At last they are giving wood the attention we’ve been seeking. Every month leading architectural titles feature building after building where wood has provided design solutions and first class performance. Simon Conder’s Pinions Barn project even featured as a double-page spread in one national newspaper. TV programmes such as Grand Designs and books like Ruth Slavid’s Wood Architecture all help to inspire and get the message across.
I urge you all to support this momentum any way you can. It really is worth it. You could start by passing on your copy of Hardwood References to an architect and ask us for another copy! We have plenty.
