Changing the way Filipinos build and live

JAMES Hardie Philippines marketing manager Liza Alde, Tessa Prieto-Valdes; James Hardie Philippines sales and marketing director Mark Sergio and James Hardie Philippines market development officer Deb Gutierrez

Property development is an ever-evolving industry. Technology is one reason, as innovative construction materials allow designers to improve their ideas and build faster, with more sustainable and cost-efficient results.

James Hardie Philippines (www.jameshardie.com.ph) is one company that has been bringing better building materials to our country for decades. They are best known for their Hardiflex walls, a product that is now in a substantial number of Filipino homes.

I was quite pleased to learn recently that the company has quite a number of products for homeowners. Mark Sergio, Hardie Philippines sales and marketing manager, told me that their vision is to change the way Filipino homeowners build and live. He calls their movement, “LIVEvolution: Breaking New Grounds.” This movement educates homeowners to change conventional building practices without compromising beauty, durability, safety and comfort.

HARDIEFLEX Flooring made by James Hardie

LIVEvolution is also Philippines-adaptive, and James Hardie products can withstand our scorching heat in summer and lashing rains during the typhoon season. The company invests a substantial amount into R&D, which gives it an innovation advantage.

HardieFlex Flooring

Their latest product is HardieFlex Flooring. Launched at the New World Hotel a couple of days ago, this innovation is a flooring substrate that is engineered to stand the test of time. The HardieFlex Flooring is versatile, durable and environment-friendly, specially made for internal residential flooring applications.

STYLISH interiors using HardieFlex materials

Darren Southwell, James Hardie’s new products technical manager, flew in from Australia to celebrate the launch. The HardieFlex Flooring is perfect for lofts, mezzanines and attics that could provide additional living spaces in compact condos. It can be used in both wet and dry areas.

The easily installed flooring gives a flat, even floor and is diamond-trimmed to give smooth edges and square sheets. It is sealed on all six sides with a special coating to make it resistant to moisture damage. HardieFlex Flooring is a load-bearing floor and meets the National Structure Code of the Philippines and the Australian Loading Code.

New magazine

Launched alongside HardieFlex Flooring was LookHome Philippines, a new magazine published by James Hardie. This mag aims to be a vital resource for builders, architects, designers and homeowners.

The colorful and informative magazine is part of James Hardie’s commitment to help Filipino homeowners live without compromise, by providing the latest information on innovations, technologies and materials in home construction and improvement.

SHOWN are Sergio, James Hardie Philippines product development manager Rose Pangan, Prieto-Valdes, James Hardie Philippines product marketing assistant manager Rome Lopez and James Hardie Asia Pacific product development manager Darren Southwell.

Liza Alde, James Hardie Philippines marketing manager, told the crowd that LookHome suits different lifestyles regardless of personal design favor, whether it’s minimalist or eclectic. The articles covered interesting features like product spotlights, feng shui for the home, coloring insights, plot-less gardening and much more.

James Hardie is renowned and respected the world over for its advanced, innovative, and environment-friendly building materials. It has been in the Philippines for nearly two decades and operates a world-class manufacturing facility in Cabuyao, Laguna.

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