Home | Resource Center | Find a Rep | Login

Hospitality & Entertainment

Fashion Forward Flooring

Customer: Event Management
Product: Dur-A-Gard SL

With the words of a popular television series character, “Remember to trot, trot with caution and don’t become ‘fashion road kill,’” echoing in his mind, a New York flooring contractor recently stumbled upon an opportunity to help Dur-A-Flex seamless, resinous flooring make its fashion debut.

Approached to design a runway at New York’s Hotel Pennsylvania for Fashion Week 2013, the flooring installer was given a tall order. The event planning company needed 6,000 square feet of runway to be constructed within a tight timeframe. And, it needed to look amazing and be safe enough to walk on.

With a global audience surely counting down the days to this highly anticipated week of clothing collections for spring/summer 2014, everyone was well aware that being fashionably late would be unacceptable. Add to that businesswoman and fashion designer Victoria Beckham was slated to debut her collection to the world using this very runway on the first day of the show.

Dur-A-Flex’s epoxy-based system, Dur-A-Gard SL, was chosen for its components that easily handle substrate flexing and cure with a smooth surface while still gritty enough for even the highest of heels. A bright, white color selection provided the perfect touch to an attractive, glossy finish that was runway-worthy.

On Sept. 8, 2013, with husband David Beckham and Vogue Editor and Chief Anna Wintour looking on and following the effortless walks by supermodels showing off Victoria Beckham’s collection, the fashion mogul herself made a flawless stride from the beginning of the runway to the end amidst thundering applause. And with zero regard for caution thanks to Dur-A-Flex.

Although slated to be removed after the show and maybe a party or two, it was a great opportunity to show the diversity of Dur-A-Flex’s flooring systems and give the flooring contractor a chance to diversify his project portfolio.