Tag Archives: commercial carpet

Cell Theory is Design Multiplied for a Global Audience


Shaw Hospitality Goes Global with Cell Theory

Shaw Hospitality Group launched their first ever global broadloom carpet collection with a burst of energy (courtesy of the tasty Shaw-spresso above!) and fresh perspective at Equipotel 2015 in Sao Paulo this week! Equipotel has been the mecca for the hospitality, food and services industry in Latin America for over 53 years. It is among the world’s five biggest events in the industry and a must for any brand looking to distinguish itself on an international stage.


The Inspiration Behind Cell Theory

A theory in biology that includes one or both of the statements that the cell is the fundamental structural and functional unit of living matter and that the organism is composed of autonomous cells with its properties being the sum of those of its cells. – Webster’s Dictionary

Formal definitions aside, elegant design is structured at an elemental level and multiplied out. Cells are the building blocks of life and are the foundation of Cell Theory.

Cell Theory is the product of another creative collaboration between David Rockwell, founder of the legendary architecture firm Rockwell Group. Evolving along the same organic lines of flight that inspired Natural Curiosities, Cell Theory provides an ethereal view of the microscopic that expands out at a macro level.

We started to think about a collection that would capture some of the elegance you see in plant life. We wanted to create a beautiful, organic yet abstract palette that other designers could breathe life into. – David Rockwell


Growing Global

Cell Theory will continue its coming out party by visiting the Best Western, IHG and Motel 6 conferences at the end of September and turn heads across the pond at Europe’s foremost hospitality design event, Sleep. Elegant design transcends all artificial boundaries and Cell Theory is an extrapolation of fundamental beauty that inspires. Expect more innovative design in the hospitality space as Shaw Hospitality Group continues to accelerate forward as a global brand built around innovative hospitality flooring design that accentuates any space.

Cell Theory Inspiration Video 

Cell Theory Collection Page

Posted in Design, General, Hospitality, Inspiration, International | Tagged , , , , , , , | Leave a comment

Security Sat a 2015 Design Is…Award Market Winner

Shaw Contract Group conducted interviews with all firms representing Market-Award winning projects from the 2015 Design Is…Award program. As part of this process, we share a portion of the response on our blog for readers to learn more about the winning projects.  These are their stories.

Here, Pablo Redondo addresses the design process for Security Sat in Santiago, Chile.

Describe this project in one word. Interaction.


How does this project demonstrate how design can impact users in a space?Beauty as we understand it, is a complex and unique state of shapes and language. It is also a pleasant state of mind and that’s how design can impact a space user. It gives a state of beauty.


Design is a process. Explain your journey. Our journey begins in the understanding of the client – and the client’s objective. Concepts can be difficult to translate to other minds, so it is very important to understand how to relate to and find the correct visual language. Next, we identify practices or non-practices that separate the user from the identified goal. Proposal is the key to unlock resistance and uncertainty. This is very important to understand the client language – and being able to communicate solutions and added value.


What are the most important lessons you’ve learned through this project that you’d want to share with the designers of tomorrow?  I believe the most important factor in the design process is to focus on the client instead of ourselves as designers. We will be understood as long as we speak so they will understand. Communication is the key and it is our responsibility.


Posted in Corporate, Design, Design Award, International, Workplace Design | Tagged , , , , , , , , , | Leave a comment