advertorial Q&A with Emily Carr Creative Director, NuWud + NuSolutions Group Describe your business in one sentence? We pioneer technology for practical fl ooring solutions that focus on the greater good. What keeps you passionate about the industry? The A&D industry is constantly evolving and demanding innovation - unique solutions that follow form + function. The challenge for a fl ooring manufacturer is to rise up, deliver aesthetically driven, viable products with an emphasis on durability and ease of maintenance. Innovation drives our passion for fl ooring - the delicate balance between being extremely practical and thoughtfully interesting. What keeps you inspired? Our green story - waking up every morning knowing we have created a technology that has unrivaled durability while journeying down a path to foster a bett er fl ooring option for the living environment. What innovations have you introduced? NuWud holds fi ve unique patents, achieved through a global engineering eff ort. Our core repurposes the waste (tree roots) from tree extraction in FSC certifi ed forests and combines the root-pulp with a proprietary organic resin to create a truly waterproof, PVC-free fl ooring product with the highest scratch and dent ratings in the industry - all while being Red List Free and extremely customizable. What is something exciting happening at your company that you'd like to share? This year, NuWud was honored to be the recipient of the Hospitality Design Awards, Sustainable Solutions category. Each day we are blown away by the care and att ention the A&D community is bringing our way. We are so grateful to be a part of numerous inspiring projects and know that we will never stop working to continually innovate products that are environmentally friendly and beautiful. 008 December 2022 hospitalitydesign.comhttp://www.hospitalitydesign.com