UPM ProFi's Design Debut in London

Archive 22.9.2009 0:00 EEST

(UPM, London, 21 September 2009) – UPM ProFi wood plastic composite has been selected as the flooring choice for a state-of-the-art bar installation at London's 100% Design exhibition which takes place 24-27th September at Earls Court.

The 100% Design Bar has been created by renowned London Studio Viable London and features a 25m long UPM ProFi Deck floor in Night Sky Black.

UPM ProFi wood plastic composite is a unique material that combines the best characteristics of wood fibres and plastic. The composite has proven to be tough and humidity resistant. The principle raw material for UPM ProFi is paper and plastic, which is surplus from UPM's label stock production. As there is no other significant re-cycling process for the label surplus material, the manufacture of UPM ProFi actually reduces land-fill and waste incineration. UPM ProFi is an environmentally sustainable product, which can be disposed of through incineration or recycled back into the production process.

Viable London's inspiration for the design originated from the materials sourced for the project which includes Perspex and aluminium – traditionally used in retail environments. Viable London has brought these basic materials together to create a convention defying approach with its folded hexagonal structure and 3-D scale-like panelled surface. UPM ProFi Deck in Night Sky Black complements the panelled bar area and the honeycomb-like structure.

Charles Trevelyan of Viable London said "Innovative UPM ProFi decking material was an ideal complement to the sleek lines and structure of the 100% Design Bar. As a recycled product which is renewable and recyclable it fits perfectly with the ethos of the design."

Edward Robinson, sales and marketing director for UPM ProFi added: "The 100% Design Bar is a perfect opportunity for UPM ProFi Deck to demonstrate its potential as a fresh and modern alternative to traditional exterior floor surfaces. Long lasting colours and a hardwearing anti-slip surface that requires only minimal maintenance are just some of the advantages of the material."

UPM ProFi Deck is available throughout the United Kingdom at Travis Perkins branches.

The 100% Design exhibition opens Thursday 24th September. For further details visit the website at https://www.100percentdesign.co.uk

For further information please contact:
Mr Edward Robinson, Sales & Marketing Director, UPM ProFi – tel. +43 (0) 664 240 5861

Mr Charles Trevelyan, Viable London – tel. +44 (0) 2031760071

Mr Will Stone, Head of Communications UK & Ireland, UPM, tel: +44 (0) 7841 493 447

About Viable London
Viable London is a design studio internationally recognised for its creative diversity and ingenuity. Its portfolio includes the widely acclaimed Shelflife, Mekong, Standing Hanger, and the award-winning OTT Hooks. The studio designs furniture, lighting and products as well as conceptual installations and exhibitions, working both with industry and on private commissions. Viable London will be exhibiting several new pieces during the London Design Festival in September. See news or email mail@viablelondon.com for more information.

About UPM ProFi
The UPM ProFi business area develops, produces, markets and sells high-quality wood plastic
products for different end uses. UPM ProFi is an innovative and environmentally friendly
material that uses recycled paper and plastic from labelstock production as its main raw material.
For further information, go to http://www.upmprofi.com.

About UPM
UPM's vision is to be the front-runner of the new forest industry. Our competitiveness is based on cost leadership, change readiness and leading innovation.
Our products are made of renewable raw materials and are recyclable. UPM consists of three Business Groups: Energy and pulp, Paper, and Engineered materials.
The Group employs around 24,000 people and it has production facilities in 14 countries. In 2008, UPM's sales amounted to EUR 9.5 billion.
UPM's shares are listed on the Helsinki stock exchange. www.upm-kymmene.com.