Last November 19, James Hardie launches HardieFlex Flooring and LookHome Magazine at a grand media event held at New World Hotel in Makati City. Dubbed as "LIVEvolution: Breaking New Grounds," the event was attended by guest speakers Liza Alde (Marketing Services Manager of James Hardie Philippines) Mark Sergio (Sales and Marketing Director of JH Philippines) and Darren Southwell (James Hardie New Products Manager) Also in attendance is celebrity guest Tessa Prieto-Valdez.

Whether you’re planning a home makeover or about to build your dream home, it’s easy to get overwhelmed by a lot of questions. For example, do you opt for a condo or a house? How do you maximize small spaces? What colors should you use, and how do you tastefully mix and match? What building materials should you go for? Apart from price, what other factors should you consider? How do you make your home more energy-efficient? What can you do to make sure that your family’s quality of life is improved?

LookHome Philippines magazine, answers these questions. James Hardie launched LookHome Philippines so that readers are given access to an all-in-one resource that aims to give expert design advice and easy, practical tips on how to transform houses into homes. This new magazine is a testament to James Hardie’s commitment to the design and construction industry so Filipinos are able to have the homes they aspire for, and to live without compromise.

“Regardless of what design style you favor, whether it’s minimalist or eclectic, your home – how it is built and what’s in it – should allow you to go through your daily routines with ease. It should suit your lifestyle, and be able to adapt to your changing needs. That’s the sort of living space that LookHome Philippines can help homeowners achieve,” said Liza Alde, Marketing Manager of James Hardie Philippines.


During the same event, James Hardie also launched HardieFlex® Flooring which is a versatile, durable and environment-friendly flooring substrate that is specially made for internal residential flooring applications.

“The newest innovation that James Hardie brings to the market is a flooring substrate that is engineered to stand the test of time,” says Daren Southwell, James Hardie Asia-Pacific’s New Products Technical Manager.

James Hardie is eager to formalize its vision of changing the way Filipino homeowners build and live through the new “LIVEvolution™.”

“’LIVEvolution™’ is a movement we started last year,” says 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 “LIVEvolution™” 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.

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,” says 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. HardieFlex 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.

For more information on LookHome Philippines, HardieFlex® Flooring, and other James Hardie products, visit their:

Website: www.jameshardie.com.ph
Facebook: www.facebook.com/JamesHardiePH
Hotline no. 1-800-888-5427 (outside Metro Manila)
or 895-5427 (within Metro Manila).