Post by Caroline Monbailliu

Last week, Berry Alloc launched its new LVT collection: Spirit Soul. Launching a new collection always feels a bit like introducing a newborn to the world. You’ve lived with it for months. You know every detail, every nuance, every decision behind it. Spirit Soul is the result of almost 2 years of intensive work, a collaboration with different teams from BerryAlloc and a common deep belief that a floor is never just a technical product. What is the design process for a new flooring collection? Why does this take almost two years? And what is my role in this process? Step 1: Understanding upcoming interior trends & making the first moodboards. Every collection starts far away from the product itself! Step 2: Selecting woods or stones and colours that fits with the defined interior styles. Wood - and stonedecors are carefully chosen for their authenticity! Step 3: Colormatching of the floordecors in the perfect and most authentic color. After step 3 you have a product and the collaboration with the marketing teams starts, who turn design into communication. Step 4: Translating the “why & what” of the new floors into a moodbook: a guideline for visuals and storytelling for the marketing team Step 5: Supporting the marketing and S&D teams with the creation of the right story and tools. Thanks for this fantastic teamwork! Evelien Surgeloose Louisa Pot Lotte De Kimpe Cécile Samain Tessa Feys Jurgen Goessens Stefanie Seynaeve and many more!