Divine Flooring’s showroom displays striking design possibilities through creative applications of flooring products.
Step into a world of texture, colour and professional design in Divine Flooring’s showroom — a destination of inspiration for homeowners, renovation enthusiasts and designers, located in southeast Calgary.
In 2023, Divine hosted the community-driven Reveal project, where local designers created six new vignettes, now featured in the Calgary showroom.
“Having this kind of talent on display not only elevates our brand but also creates a vibrant atmosphere where creativity and innovation thrive,” says corporate showroom manager Ashley Scott. “This collaboration showcases the diversity of design styles and highlights the artistry behind our products, creating an engaging experience for our customers.”
From a beautifully designed mudroom, pantry, yoga studio and more, the vignettes serve as creative examples of how flooring can make a space go a long way.
As you wander the showroom, you’ll discover a novel take on a modern café. Rehanna Leong, founder of Lili Design Co., and Breanne Lukacsy, founder of Studio Blake, (both former partners at Hella Design Studios), bring to light new ways to use Divine’s flooring products. The duo used tile for the flooring and hardwood for the bench, ceiling and on the walls.
The rustic wine room vignette, designed by Studio Felix, also highlights non-traditional uses for flooring materials by using hardwood on the ceiling and inset lighting. Suzanne Tretault from Studio Felix used a deep hardwood colour to pull in the rustic look, complemented by a showstopper stone.
Visitors can also see how contrasting colours in vinyl, as seen in Mera Studio Architects’ mudroom vignette, can bring whimsy and a playful feel to an overlooked space. Although the colours contrast one another, they provide cohesiveness throughout the room, much like the vintage pantry designed by Smiddy Stegman. Using Divine’s Pied-à-Terre Goutte D’or hardwood, Smiddy Stegman chose brown flooring with green undertones to compliment the green pantry features and amplify warm tones.
The minimalist yoga studio, designed by Stephanie Martin of Stephanie Martin Interior Design, demonstrates how a soft linen look in flooring against a dark ceiling can build an organic, intimate feel to a room.
Louis Duncan-He embraces non-traditional use of Divine’s products in his Luxe Lobby vignette. “We wanted our lobby vignette to feel classic, lush and peppered with moments of tension and the unexpected,” he says. “We used beautiful and intricate flooring on the walls and ceilings to create an immersive experience, along with pops of royal colours and sandblasted surfaces, which reflect a historical feeling in a contemporary way.”
“Visitors can expect an immersive design experience that goes beyond just viewing products,” says Scott. “Whether you’re a homeowner, designer or builder, you’ll leave with fresh ideas, a deeper understanding of our products and a sense of the possibilities they offer.”
Divine carries products you can’t find anywhere else, like the Jamie Beckwith Collection of bespoke wooden tiles and Studio JBC artisan handmade wall tiles. See first-hand what exclusive products can add to a room — Duncan-He included Jamie Beckwith tiles in his lobby vignette.
“We offer more than just exceptional products — we deliver an experience rooted in quality, design and genuine care. Our carefully curated flooring collections are crafted with both aesthetics and durability in mind, ensuring they meet the highest standards for both beauty and performance,” affirms Scott.
Patterned hardwood flooring is gaining popularity with design enthusiasts and homeowners seeking to infuse their interiors with style, personality and contemporary flair. This emerging trend invites homeowners to move beyond traditional, single-tone wood flooring and experiment with geometric motifs, intricate designs and other patterns that transform floors into stunning focal points. Whether you prefer classic herringbone, elegant chevron or a more elaborate parquet, Divine Flooring is the No. 1 source for a vast and unique assortment of patterned hardwood options. Here, the premier flooring provider walks us through each trending pattern with beautiful looks to inspire.
Herringbone hardwood in the color Vernazza. Design by Genevieve Freed. Photography by Stationpoint Photographic.
Herringbone
This traditional pattern, made up of equal-sized rectangular pieces typically laid in a staggered zigzag pattern, was first employed by the ancient Romans who used herringbone bricks on roads. The design became popular for wooden floors throughout Europe in the 1600s, and remains a much-loved pattern worldwide for its casual, comfortable and laid-back aesthetic.
For a more contemporary take on the herringbone configuration, Divine Flooring suggests alternative arrangements, such as the single-plank zigzag of Cambio, the three-plank design of Triplo, the railroad pattern of Scala or the brick-patterned layout of Murato, shown above.
Parquet de Versailles pattern in the color Champagne. Design by House of Bohn. Photography by Provoke Studios.
Parquet de Versailles
Dating back to 16th-century France, Parquet de Versailles has grown in popularity over the centuries to become the main, eye-catching feature of rooms throughout the U.S., especially in Chicago, New York and L.A. Signified by a geometric design built around square borders with angular insets, the classic hardwood pattern was first introduced in 1684 to replace marble flooring, which required a lot of washing and led to rotted floor joints. Thereafter, Parquet de Versailles became the formal flooring of choice for French chateaux and in the grand buildings of Russia’s St. Petersburg—bringing a sense of wealth, grandeur and historical significance to every space.
Chevron pattern in the color Rome. Design by SmithErickson Designs. Photography by Michelle Johnson.
Chevron
Where herringbone patterns employ square corners on rectangular boards, chevron uses mitered or angled corners and diagonal lines to craft its look. Posh patterns like the chevron—first appearing in ancient Greek artwork and often associated with Parisian luxury—immediately impart timeless elegance and refinement in any space.
Nailed It is a classic weave inspired by woolen menswear fabrics using embedded nailheads—a technique pioneered by designer Jamie Beckwith. Photography by Alyssa Rosenheck.
For truly bespoke interiors, Divine Flooring offers the exclusive Jamie Beckwith Collection® (JBC) at its showrooms located in Calgary, Edmonton, Vancouver and Chicago. A trendsetter in luxury interior design, designer Jamie Beckwith challenges the way people think about wood as a surfacing material with transformative shapes that express a perfect balance between creativity, art, function and design. “I have always wanted to push the boundaries in the wood surfacing arena, while honoring past classic parquets and original cladding," she says. "I take pride in our fresh perspective, original designs and quality craftsmanship.”
Patterns, such as Wedge from the Projection™ series by JBC, add depth and dimension to walls with the interplay of light and shadow, and the tactile nature of wood. Made from from solid, end grain wood blocks cut on a 10-degree angle, the Wedge can be arranged in multiple configurations for a dramatic feature area in your space.
To view these wooden masterpieces in person, visit the Divine Flooring showrooms, or go online to see their patterned hardwoods at play in homes across America.
Barley and Smoke, one of the most fun Calgary food events of the year, is back for summer of 2023. Drawing together Calgary’s top chefs and brew masters, this is also the Grillin’ for a Cure fundraiser, raising money for Kids Cancer Care.
Pinterest Predicts report for 2022 highlights trendy offerings from Divine Flooring
Giving back to the community is at the heart of how Divine Flooring does business.
In 2000, Divine Flooring president and CEO Carlos Soares was diagnosed with cancer and experienced all the challenges that accompany treatment. Despite the hurdles he faced personally, he couldn’t stop thinking about how challenging the cancer experience is for kids. That’s why Divine Flooring launched its own charity fundraiser in 2019 — Barley & Smoke — to raise money for Kids Cancer Care Alberta.
Barley & Smoke is all about “grillin’ for a cure.” In 2019, the event raised more than $115,000 for Kids Cancer Care Alberta. It returns for the second time on August 28, 2021, with the goal to raise $150,000. Local breweries will compete for the Best Beer title, while Calgary restaurants like Cluck ‘n’ Cleaver will compete for titles like Best Hand-Held. In addition to sampling lots of great barbeque and sipping on local craft beers, attendees can also expect musical entertainment from Alberta artists like Maddison Krebs.
But what makes this fundraiser truly unique is how several Calgary companies work together and donate their time, resources and expertise to build kid-sized structures for Camp Kindle, the camp Kids Cancer Care Alberta operates.
For the inaugural event, five reading forts were designed and built by Calgary companies specifically for the kids attending Camp Kindle. Those forts were then exhibited at the event for attendees to admire before being sent to the camp.
“They were a really big success at the camp with the kids. When we were discussing how the forts could be different [this year], Kids Cancer Care came up with the idea of creating a Western town for the kids to play in,” says Barb Walters, the volunteer project manager of the Western town exhibit.
This year, five interior design companies and five builders are collaborating to construct kid-sized, Western-themed structures. (Two companies are based in Saskatchewan, while the other eight are all Calgary companies.) Like a Spaghetti Western movie set, there will be a sheriff’s office and jail, a bakery café, a theatre, a saloon, and a tailor and dress-up shop. Just like last time, these creative structures will be displayed for Barley & Smoke attendees to admire and interact with before they’re sent to Camp Kindle.
For Keegan Morrone, president and CEO of the local architecture and interior design studio AstonMorrone Designs, getting involved in this project was a no-brainer — even during a busy-than-ever work season.
“These kids’ lives have been drastically impacted by something that they have no control over,” says Morrone. “If we’re able to help them just live their lives and take their mind off of [their cancer experience], then we’re willing to do anything we can.”
AstonMorrone Designs is collaborating with the local builder Zen Custom Homes on the sheriff’s office and jail. They’re not giving away any secrets, but Barley & Smoke attendees can expect an interactive structure designed in a way that will have both kids and adults wanting to join in the make-believe fun. A few of the other participating businesses include Martin Lee Design, West Ridge Fine Homes and Louis Duncan-He Designs.
“We are thrilled to be a part of the Barley & Smoke fundraiser,” say Stephanie Martin and Mae Lee Logullo of Martin Lee Design. “It is our hope that the children get lost in the magic of these fun playhouses, and that it reminds everyone how important it is to just be a kid, even during trying times.”
The only way to see what the 10 businesses have thoughtfully created for Camp Kindle kids is to attend Barley & Smoke this August!
Barley & Smoke will take place at Enmax Park on August 28 from 4pm to 9pm. Tickets start at $75 and go on sale July 15. Thanks to Rangeland RV, Calbridge Homes, and all platinum sponsors for making this event happen. For more information, visit barleysmoke.ca.
Designer Jamie Beckwith challenges the way people think about wood as a surfacing material in interiors.
A trendsetter in luxury interior design, Beckwith is shaking up the male dominated wood industry with her fluid and feminine wooden patterns. Substituting straight lines for curves and creating shapes in lieu of planks, her patterns are reshaping expectations, both literally and figuratively.
Unlike conventional flooring planks, Wave from the Enigma Collection by Jamie Beckwith has a fluidity and curved shape.
Beckwith’s Variations Collection, created in collaboration with Jeff Andrews, stemmed out of a passion for dance and rhythm along with a deep appreciation for sculpture and its ability to ground a space. As former professional dancers, Beckwith and Andrews are inspired by designs that emulate motion, as well as ones that have the ability to turn a flat surface into a dimensional work of art.
Arches pattern is made of two individual tile designs that create a continuous feather shape inspired by a female dancer en pointe.
The collection Ingresso comes alive with illustrations by artist Hannah Chan
Beckwith’s fashion-forward sensibility and eye for details is exemplified in the Couture Collection, a design collaboration between the Jamie Beckwith Collection and Windsor Smith. This inventive wood surfacing collection for walls and floors redefines iconic patterns, ranging from traditional chevrons to cubist-inspired trompe l’oeil parquets, and includes exquisite details like perfect seams and metal embellishments.
A signature joinery technique of Windsor’s was used to create the stylish seam of the Zip It! pattern.
An industry first, Jamie Beckwith Collection pioneered the manufacturing technique to marry nailheads with wood surfacing.
The Jamie Beckwith Collection is now available at Divine Flooring Showroom locations.
