AHEC has carried out a second survey into architect’s attitude towards American red oak flooring, this time in Italy. Last year, UK architects responded very positively to red oak during the 100% Detail architectural show in London. AHEC took a similar stand with an American red oak strip floor to Saiedue (architectural building show) in Bologna in Italy in March and interviewed a total of 48 Italian architects to test their reaction to a species largely unfamiliar to the Italian market.
Of all the architects questioned 95% had a positive reaction to the American red oak floor although only 35% knew which species it was. Only 33% were aware that red oak was widely available and suitable for a wide range of architectural applications. Over 60% preferred the look of hardwood flooring with character rather than a clean, clear appearance. More than two thirds of the architects thought the floor was from sustainable sources and most significantly virtually all of them (95%) indicated they would be prepared to specify red oak in future projects.

These results are particularly significant for a number of important reasons:

• Even though the sample of architects was larger than the UK survey, a very similar pattern of positive responses was recorded. These results further support AHEC’s belief that European markets do not use much red oak because of lack of exposure to it rather than opposition to its look or colour.
• The Italian survey highlights the fact that more and more architects in Italy are specifying hardwood flooring and that this market still has a lot of potential for growth. The recent increase in demand for hardwood flooring in Spain and Italy dispels the misconception these markets prefer non-wood flooring.
• The responses from Italian architects, also confirms that more of them are interested in specifying character grade flooring that has a strong natural appearance. A growing trend in Europe, which began in northern markets such as UK and Germany, and is now moving south.
• Once again European architects made the connection between American hardwoods and sustainable hardwood supplies. AHEC’s campaign over seventeen years in Europe has successfully highlighted the remarkable history of sustainable hardwood forest management in the USA.

According to AHEC’s European Director, David Venables “It is  important to continue promoting red oak to markets in Europe. We have seen what happens when markets get single species fatigue, consumer’s interest in wood products wanes. Therefore the more species we can offer then the more options there are available to architects and designers.”  Red oak is the most widely grown and produced hardwood species in the US hardwood forests and is strongly in demand in many other regions around the world. With the current strong fashion for temperate hardwood in many EU markets right now AHEC believe it is only a matter of time before Europe also embraces this good looking versatile species.

www.ahec-europe.org