Campaign for Wool launch in New York City
We are delighted to announce our tie-up with The Campaign for Wool’s American wool promotion program as corporate sponsor for upholstery. The campaign will be launched at a unique and exciting outdoor event in Bryant Park, NYC on 27 September 2012. The event will focus on interiors, with a strong emphasis on building an understanding of the natural sustainability of wool as a fibre and the beauty and performance of wool textile and floorcovering products.
The highlight of the week will see sheep brought in to the world’s most energetic city, New York, to graze freely and play centre stage in a stunning installation called ‘WOOL UNCOVERED’ which will transform the famous Manhattan outdoor living space - Bryant Park.
The lawn will become the sheep’s meadow for the day and the famous Fountain Terrace will be turned in to a luxurious Wool Salon with beautiful richly coloured carpet and a stunning wool bed. There will be no water in the fountain – instead it will spill over with wool and yarn. As the carpet changes to the natural colours of the sheep themselves, grazing peacefully in a park, seats will be covered with wool slips and trees adorned with wool art.
The Campaign for Wool, was set up by His Royal Highness Prince Charles, The Prince of Wales, as a cross-industry initiative to make wool the new lifestyle choice across the world. Wool is a natural, renewable and sustainable fibre with both environmental and intelligent performance benefits. Wool preserves its beautiful appearance for longer due to its natural crimp which prevents flattening and resists wear. Its luxurious drape and stretch make it the perfect accompaniment to the curves and contours of sculptured furniture shapes. Wool is also a breathable fibre allowing total user comfort in all seasons, whilst being inherently flame retardant.
As corporate sponsor for upholstery, we are reinforcing our position as a textile resource for innovative natural fibre fabrics. Ian Burn, Director of Marketing commented: “We’re thrilled to be associated with this exciting, imaginative event which we’re sure will captivate North American consumers and specifiers, focusing their attention not just on the natural beauty of wool, but on its vast array of unique performance attributes.” Part of our sponsorship will see us covering en masse the visitor chairs in Bryant Park as well as decorating trees at the entrance to the gate in our Blazer fabrics. We’re also upholstering furniture in Aquarius, Oxygen and Stripes to make an original, colourful upholstery statement.