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Palmetto Road RESERVE COLLECTION
HARDWOODS USED IN ARCHITECTURAL DIGEST
'GREENROOM' AT THE 84TH ANNUAL ACADEMY
AWARDS IN HOLLYWOOD

SAN FRANCISCO, CA (2012) – Palmetto Road Floors’ premium Reserve Collection hardwood flooring is featured in this year’s Architectural Digest Greenroom at the 84th Annual Academy Awards. The Greenroom is the exclusive backstage lounge for stars presenting and being honored at the Oscars®.

This is the tenth consecutive year that Architectural Digest will produce the Greenroom. The magazine chose renowned interior designer Waldo Fernandez to create this year’s Greenroom, which is inspired by Hollywood of the 1930s and 40s. Fernandez selected the Reserve Collection Carmel Valley product for the project, which is dark brown hardwood made of fine Walnut.

"We are thrilled to have our Reserve Collection floors included in this year’s Greenroom at the Oscars,” said Jeanette Lam of Palmetto Road Floors. “Reserve Collection is our finest and most beautiful hand-scraped hardwood, inspired by fine furniture craftsmanship."

Most furniture is typically stained multiple times by hand to produce the rich layered colors buyers of such furniture have come to expect, Lam explained. In contrast, hardwood flooring products are usually stained just once by a roller which produces a more uniform look and more superficial wood coloring.

In an innovation never before applied to the manufacture of hardwood flooring, Palmetto Road leverages the techniques of fine furniture craftsman, hand-applying two coats of stain to its Reserve Collection planks.

"Our dual-coat Valspar stain is custom formulated to heighten grain patterns and deepen rich brown and red surface tones," said Lam. “Most hardwood stains are machine rolled on just once, but we hand-apply our stains twice. This sets rich, bright undertones aglow.” The effect, she added, is different hews and unprecedented color depth and richness highlighting the natural beauty of the wood.

"Detail is everything,’” said Lam. “We really believe that. We work extra hard to create a product unrivaled at this price point."

Another unique feature of the Reserve Collection series is its 4-, 6- and 8-inch variable or random width planks. Random widths offer subtle but unique variations to floors as a design element, said Lam. "This gives homeowners an opportunity to create their own look, whether using the boards randomly or in a pattern."

To produce the line, Palmetto Road starts with high quality Maple, Hickory, Cherry and Walnut hardwood planks. Using up to 36 different hand-held tools, the company’s highly trained artisans then meticulously hand scrape each plank and hand carve the edges and ends.

The Reserve Collection series is sold as part of the Palmetto Road product line via a network of flooring specialty stores across much of the Western United States. To learn more about Palmetto Road and the Reserve Collection, please visit www.californiaclassicsfloors.com.

The purchase of Palmetto Road Hardwood Flooring from an unauthorized dealer or via the internet will automatically void any manufacturer’s warranty. An authorized dealer is not allowed to sell and ship material outside their local territory, particularly into another distributors territory.
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