Shaw Industries and L7
- Shaw Industries (owned by Warren Buffett’s Berkshire Hathaway) is the biggest carpet manufacturer in the world. Shaw sought to solve a business, aesthetic and environmental challenge by targeting a profitable niche of the marketplace – interior designers seeking beauty at low cost.
Applying the principles of both Massive Change and sustainability, BMD designed a new carpet based upon variants of the square called L7, a “celebrity design” that radically expanded the color palette of carpets using custom-made biodegradable fibers and dies. Not only are these carpets attractive, they are inexpensive and good for the environment. Every carpet has a 1800 number on the bottom for free recycling, creating a “cradle to cradle” manufacturing, distribution and reuse cycle.
The results were staggering: the L7 became Shaw Industries’ biggest selling contract carpet (millions of yards installed to date), proving that smart is sexy – and vice-versa.
We also created a branding system, the “Shaw Green Edge,” to communicate the company’s extraordinary environmental initiatives. Today the Shaw Green Edge is recognized as the biggest and best sustainability program in the business.
Smart is sexy: selling sustainability
Design, Environmental Design, Product Design