Archetypal Imagery: Elevating Floors to an Artform

If you want floors that are unmatched in quality or artistry and designed by world-class artists and craftsmen then you have to consider Archetypal Imagery.

By Benjamin St. Jacques

 

Choosing to install or refinish the hardwood floors in your home is an excellent decision. Hardwood floors can add warmth and elegance to any room and increase your home’s resale value. You can probably find several contractors in your area who will install and refinish your floors — and they’ll most likely do a decent job.

 

Before you choose a contractor, ask yourself, “Do I want just anyone installing my floors? Or do I hold my home to a higher standard?”

 

You may be searching for truly outstanding floors designed by artists and installed by master craftsmen. You may want your floors to be uniquely your own, unmatched in quality or artistry, and never duplicated. When your standards for floor design is nothing less than perfection, there’s a perfect floor designer for you: Archetypal Imagery.

 

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Photo by Archetypal Imagery

 

For over two decades, the company’s founder, Avedis Duvinjian, has been dedicated to delivering unparalleled custom flooring design and installation services to ensure that each clients’ vision is realized down to the last detail, no matter how bold or intricate

 

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Photo by Archetypal Imagery

 

Duvinjian is a proud third-generation craftsman who followed his grandfather and father into the world of antiquing and restoring woodwork. He uses centuries-old antiquing methods, such as handmade carvings, pressure distressing, hand scraping, and usage accents to bring out the natural beauty of wood. He refined his craft at the prestigious National Wood Floor Association (NWFA) known worldwide as the gold standard in wood flooring design and installation instruction. Now, Duvinjian gives back to the school that gave him so much by teaching master classes there himself.

 

The company started out providing a range of services, from floor design to installation to job site finishes and more. But Duvinjian knew he needed something, or someone, to help bring his beloved company to the next level. Over 15 years ago, Duvinjian brought on Vartan Arutyunian as artistic director and the company was transformed.

 

“Vartan has an incredible artistic vision,” says Duvinjian. “He is the reason Archetypal has achieved levels of artistry I never even knew were possible.”

 

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Photo by Archetypal Imagery

 

Their partnership has remained strong for over 15 years. And they are obviously doing something right because Archetypal has won the NWFA Wood Floor of the Year Award in 2010, 2011, 2012, 2014, 2015, and 2016. Both Duvinjian and Arutyunian appreciate and are humbled by the recognition, but they are not in this business for awards. They want to give their clients the floors of their dreams.

 

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Photo by Archetypal Imagery

 

That’s why Archetypal offers an extensive product line that includes intricate mosaic, rich parquet, traditional plank, unexpected end grain, and natural entry line floors. Each type of floor can be customized to your exact specifications. You can decide on the species of wood used, colors, border accents, and size of the planks. In fact, Archetypal specializes in fitting non-standard sized rooms — often cutting planks down to the millimeter to ensure an exact, flawless fit.

 

Archetypal respects the wood they work with and know the importance of trees. Over the past 25 years the company has amassed a diverse stockpile of reclaimed wood, which is one of the most sustainable materials in the field. Most of their wood is certified by the Forest Stewardship Council as sustainably and responsibly sourced. 

 

Archetypal is also unique because they are the only company in the United States to exclusively use Floorservice® hardwax-oil by Overmat to finish the floors they install. Traditional polyurethane coats the wood and can hide a floor’s natural beauty. Hardwax-oil doesn’t coat, but penetrates deep into the wood, so it takes on gorgeous color, while enhancing the natural beauty of the wood.

 

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Photo by Archetypal Imagery

 

In addition, polyurethane takes up to seven days to cure, whereas hardwax-oil only takes hours. “That means we can take the time to continue to layer colors on top of one another until we achieve the exact hue our customer envisions,” explains Duvinjian. “We pride ourselves on being colorists as much as we pride ourselves on being designers and craftsmen.”

 

Archetypal has truly brought a level of artistry and creativity to the world of flooring design and installation that’s unmatched in the industry.

 

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Photo by Archetypal Imagery

 

“Our clients want something special and unique—something archetypal,” says Duvinjian. “We don’t rest until we deliver.”