ATLANTA – Dec. 18, 2020 – LG Hausys introduced five new colors to the company’s Viatera quartz collections during an in-person unveiling event at its Atlanta, Georgia plant. Designed as an appreciation event, customers were invited for facility tours and an unveiling experience of the new colors in Viatera’s Masterpiece, Calacatta and Urban collections. The line extensions will be available January 2021.
From November 9-20, customers toured the Viatera facility and met with LG Hausys’ product teams to discuss trends and see the newest quartz colors. Coordinated in small groups to promote social distancing and including CDC-recommended safety precautions including face masks and temperature checks, the event provided customers with an opportunity not readily available right now -- seeing new quartz styles in person, where design intricacies and color detail are clearly visible to the human eye.
Customers also toured the company’s on-site HI-MACS facility, which manufactures solid surface solutions for residential and commercial applications, for a first look at the recently launched Wood Collection. The new collection mimics the timeless look of natural wood grain, adding character to any surface, creating a stylish and easily maintained surface. The company introduced three colors – Cream Oak, Gray Teak and Dark Walnut – that add variety and depth to any project.
“Feedback from our customers is the most critical piece of the puzzle when we’re developing new designs, ensuring we’re best serving the needs of the consumer,” said Jim Rogers, vice president of LG Hausys America, Surfaces Business. “They have a pulse on the most forthcoming designs, and they help us fine-tune what’s coming out of our factories.
“By taking the appropriate safety measures, we were glad to be able to continue the tradition of providing our customers insight into the manufacturing process so they could see and understand the craftsmanship that goes into creating our Viatera quartz and HI-MACS solid surface offerings,” Rogers said.
As the first in the marketplace to see the new colors, customers had the opportunity to hear more about the inspiration behind each one in a presentation by LG Hausys Design Director Taewoo Kim. They also were able to speak to LG Hausys team members from around the country about current trends in the market and ideal applications of the cutting-edge new styles.
“We were very excited to be able to see and experience the beautiful new colors in person,” said Tim Towhig, owner/vice president of Quest Interiors in Wisconsin. “Some are more understated, while some are colors and finishes that you don’t see every day.”
Rounding out Viatera’s Masterpiece Collection is the addition of Adagio Gold. The design portrays the paradox of slowness in a fast, modern society and the detailed harmony of small cuts flowing between elaborately made masses, expressing the beauty of calm and strength. The classic design creates a space where people can take a long breath and relax. The Masterpiece collection has a palette of exquisite hues and unique designs that will make any space a true work of art. Quartz surfaces in this collection reflect the most desirable and on-trend colors, and with both subtle and bold designs, they inspire a masterwork of light and shadow in any space.
2 — LG Hausys Customer Event and Viatera® New Colors
New additions to Viatera’s Calacatta Collection include Calacatta Sol and Calacatta Plata. Calacatta Sol displays a classic vein pattern that expands boldly in a variety of thicknesses, accented by golden lines that resemble bright sunlight, creating a warm, luxurious space. The bright white background and subtle gray vein pattern of the Calacatta Collection create a color that is simple yet detailed, blending perfectly with an attractive border. Graceful strands of various thicknesses and colors, and the flow of the veins—thinner veins merging with larger ones—meet at the bright white base for a luxurious, timeless look.
“I’ve sold Viatera for a long time, but seeing the facility and experiencing the new products really brought them to life for me,” said Angie Brewer, director of sales for Signature Countertops in Indiana. “Calacatta Sol is my favorite. The layer of color with the warm texture and undertones are beautiful, and I think it will be really easy for designers to incorporate this color into the emerging wood tones trend. I could see this being used mostly in the kitchen.”
Joining Viatera’s Urban Collection are Metro and Gotham. Metro’s bright white blends with darker hues to match a variety of urban settings, from energetic dawn to soothing twilight, capturing the feel of life in the city. Gotham’s dark gray background provides a solid contrast with bright, warm tones emerging like city lights in contrast with a cold-looking, concrete-like scene. Reflecting the modern, refined tone of the city, the Urban Collection is a study in contrasts: a rough but soft texture that enhances any room; a modern look with a sense of history; a color palette that resonates day or night; and the coolness of concrete blended with warm natural stone.
“A lot of our colors are drawn from both nature and the man-made environment around us,” said LG Hausys Builder Market & Southeast Region Sales Director Kevin Geiser. “Each of these collections offers something a little different that nobody else has – the trend of warm, cooler tones and incorporating yellow, gold and beige into white allows each to pair easily with other cooler-toned products. It makes a big impact, especially if a consumer is looking to make a bolder statement with an accent surface.”
Like all Viatera colors, each new color is comprised of up to 93 percent quartz, making it a superior surfacing option comparable to natural stone. Developed in the company’s Georgia facility, the colors come in a Jumbo II size slab of 63” x 130,” which can accommodate larger layouts with fewer seams, including kitchen islands. Each format is available in 2cm and 3cm thickness.
Viatera is an exceptional quartz surface solution used in a wide variety of residential and commercial kitchen and bath applications. Manufactured as a non-porous product, Viatera prevents harmful bacteria or mold from appearing. Unlike natural stone products, Viatera does not require regular application of sealants. Viatera is manufactured to protect against everyday wear and tear and offers a higher resistance to stains, chemicals and heat, ensuring its long-lasting beauty and durability. Using sustainable material and an eco-friendly manufacturing process, Viatera is NSF (National Sanitation Foundation) and Greenguard® certified. Viatera is backed by LG Hausys’ 15-year transferable warranty.