Inspiring the Architecture and Design Community Virtually

Inspiring the Architecture and Design Community Virtually

With concerns about the COVID-19 pandemic gripping the entire world, consumers have curtailed visits to stores and showrooms. As a result, industry leaders are developing innovative online resources to inspire and fulfill the needs the professional design community and retail customers alike.

The International Wood Products Association recognized this need and moved quickly to transition the International Wood Magazine to be a hybrid print and online source for the specifier community. This edition of International Wood can be found at www.IWPAwood.org. “In order to be successful in this fast moving COVID-19 world you must be nimble and meet the customer where they are. Today that means at their remote workplace. Those who can innovate will thrive,” said Cindy Squires, IWPA’s Executive Director.

One pioneer in this area is Hardwoods Distribution, Inc. (HDI). When suddenly faced with an entirely new normal due to the pandemic, HDI reacted promptly. On June 1, 2020 the company launched a website called DesignOneSource (designonesource.com) devoted to meeting the needs of the professional design community.

“Architects and designers are different than general consumers,” said Gord Clough, HDI’s Director of Marketing. “This audience are looking for inspiration, looking for certain intangibles that go well beyond questions about price and delivery terms. DesignOneSource is a virtual solution for this community.” Site visitors can experience 3D environments using virtual reality design tools or earn continuing education credits with on-demand product education.

HARDWOODS DISTRIBUTION, INC. (HDI) LAUNCHED A WEBSITE CALLED DESIGNONESOURCE (DESIGNONESOURCE.COM) DEVOTED TO MEETING THE NEEDS OF THE PROFESSIONAL DESIGN COMMUNITY.

A physical sample is one small part of a vast species and not always representative of the entire range of the species, Clough points out. “You can see and feel an 18” by 18” closeup, but it may not truly reflect an entire 4 by 9 panel. On DesignOneSource, a person can experience both and get a genuine sense of the character of a type of wood or a decorative veneer panel. You can pretty much know what melamine or a composite product looks like from an image, but wood is a natural substance with natural variations. It has variations; it has personality.”

Nevertheless, when specifying natural woods or veneer panels for projects, architects and designers want to touch and experience them, not just see them on a screen. For this reason, HDI also stood up a series of Drive By Design events, at which HDI spec reps set up open air displays in parks so that designers, architects and other consumers can examine samples, ask questions and explore design possibilities while maintaining social distance and following other COVID protocols.

“IN ORDER TO BE SUCCESSFUL IN THIS FAST MOVING COVID-19 WORLD YOU MUST BE NIMBLE AND MEET THE CUSTOMER WHERE THEY ARE. TODAY THAT MEANS AT THEIR REMOTE WORKPLACE. THOSE WHO CAN INNOVATE WILL THRIVE.”

CINDY SQUIRES • IWPA’S EXECUTIVE DIRECTOR

Flooring retailer Floor & Decor also innovated by coupling its expansive website, which includes live chat with knowledgeable customer service representatives and curbside pick up for samples and products. In addition, Floor & Decor created the Pro Premiere App which allows professional installers to organize client orders, check in-store inventory, and to participate in its Pro Premier Rewards and free education opportunities.

Now more than ever, it’s important to reach out to customers and specifiers to inspire, support and assist them in any way possible. These and other industry initiatives are helping consumers meet the moment despite the many challenges it presents.