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INTRODUCING CORIAN ® DESIGN

ROCK SOLID

A CONVERSATION WITH JAMES CHAMBERS
ON THE PRESENT AND FUTURE OF CORIAN QUARTZ.
®

s part of its ongoing commitment to provide creative from architects and consumers, we have aligned our business and
solutions for residential and commercial spaces, Corian® our new brand – Corian® Design – with the leading design trends
ADesign has invested time and resources in developing new in the surface materials market. We have that same design frame
surface products that push the engineering envelope. of reference with our quartz products so it was a clear and natural
transition to the new Corian® Quartz brand name.
Corian® Quartz is one prominent example of the brand’s successful
strategy to enhance its product offering. Made up of quartz crystals What are the key market segments for Corian® Quartz today?
and advanced polymers, the sophisticated material comes in a
diverse range of colors that include alluring patterns infused with the We are focusing on the residential segment, which is an important
variegated beauty of the natural world. Inspired by noble materials growth area for our business given the evolution that has taken place
of the past and refined by modern science, the evocative Corian® with our quartz surface offering. In the world of residential kitchens,
Quartz collection continues to unveil bold designs, textures and our products, which have an appearance that closely resembles
aesthetics that are able to fulfill a variety of needs complementary to natural stone, have advantages given that it is an engineered product
those filled by Corian® Solid Surface. that offers remarkable improvements, including cleanability and a
long life cycle.
In 2018, this dense and durable material, which originally was sold
under the brand name Zodiaq®, has been rebaptized Corian® Quartz. Geographically, we see North America as the market with the best
Overseeing these dynamic product lines and the efforts to promote growth opportunities followed by Asia. In India, which is a strong
a design-oriented collection is James Chambers, Global Product & natural stone market, we see an emerging middle class that is
Strategy Leader at Corian® Design. Here, he outlines the strengths aspirational and where people are looking for surfaces that are more
of Corian® Quartz and how it can help transform the affordable and which offer improvements on the
design aspirations of clients into projects that will aesthetics found in natural stone.
last for the long run.
What are the advantages of the Corian® Quartz
offering?
What was the reason for the name change from
Zodiaq® to Corian® Quartz? We see a lot of demand now for our highly veined
aesthetics. These are very trendy and represent
When you bring up the name Corian® it has a an exciting growth opportunity. You have lots of
very strong connotation with quality and on-trend natural stones out in the market but now we can
aesthetics. What’s more, we are recognized in the provide surfaces that mimic Carrara or Calacatta
industry as holding a leadership position in the marble and which can deliver a dramatic visual
solid surface market. Working with market feedback effect – what we call “bookmatching” – to provide
JAMES CHAMBERS

Global Product & Strategy Leader
Corian® Design

12 Corian® Design / ISSUE TWO