James Hardie launches LIVEvolution

MANILA, Philippines - James Hardie Philippines, the maker of the HardieFlex brand of advanced building composites, is formalizing its vision of changing the way Filipino homeowners build and live through the new “LIVEvolution™.”

 â€œLIVEvolutionâ„¢ is a movement we started last year,” said Mark Sergio, James Hardie Philippines’ sales and marketing director. “Time and time again, we have seen how typical Filipinos would waste time and money in having their house built and rely on substandard materials due to lack of information. We strongly feel the need to educate them about options to challenge the convention and help them to live without compromising beauty and durability, and safety and comfort.

While LIVEvolutionâ„¢ is about better alternatives, it is also about being adaptive to the realities posed by living in the Philippines. For one, the country swings between scorching heat in summer and lashing rains during the wet season (yearly, about 20 typhoons enter the Philippine Area of Responsibility), which raises the need for homes that are built solidly against heat, water and weathering. Through intensive research and development, James Hardie constantly innovates to address these concerns.

One of the company’s latest products, launched recently during the LIVEvolution: Breaking New Grounds event at the New World Hotel, is the HardieFlex Flooring. “The newest innovation that James Hardie brings to the market is a flooring substrate that is engineered to stand the test of time,” said Daren Southwell, James Hardie Asia-Pacific’s new products technical manager.

With more and more people living in condominiums where space is a constant issue, HardieFlex flooring can be used as flooring substrates for lofts, mezzanines and attics – additional spaces that can provide precious storage areas or living quarters. For single home-dwellings and apartments, HardieFlex flooring can provide a second floor and even be used for both wet and dry areas. “Promoting ease of movement, functionality and comfort, these additional pockets of space can greatly enhance the quality of life of the residents,” said Southwell. “Needless to say, they also boost the investment they have on their condo units and homes.”

HardieFlex flooring is easy to lay out and install in an average condo unit or Filipino home. Hardie-Flex flooring gives a flat even floor and is diamond-trimmed to give smooth edges and square sheets for easy configuration in any type of space, it is sealed on all six sides with a special coating to make it resistant to moisture damage. As HardieFlex Flooring is a load-bearing floor, it has been rigorously tested to ensure it meets the requirements of the National Structure Code of the Philippines and the Australian Loading Code.

Alongside the launch of HardieFlex Flooring is the release of the maiden issue of LookHome Philippines, JamesHardie’s very own magazine that serves as a vital resource and source guide for builders, architects, designer, DIY enthusiasts and homeowners.  “LookHome Philippines is in line with James Hardie’s commitment to helping Filipino homeowners to live without compromise by providing the latest information on innovations, technologies and materials in home construction and improvement,” said Sergio. “The articles will be at once informative and entertaining to give our readers a tool to making their dream homes a reality.”

For more information on James Hardie products, visit www.jameshardie.com.ph, like their Facebook fanpage at www.facebook.com/jameshardiephilJamesHardiePH or call 897-5427 (within Metro Manila) or 1-8000-888-5427 (outside Metro Manila).