LIVEvolution: Leveling Up Living Standards

Times are changing fast and the economy is at its record high with construction and Real Estate as one of the growing industries in the country. Just like mobile and internet technology, there is no other way for industries but to "level up" existing practices and information to new and more effective ways that will be game-changing yet efficient.

We might remember the days that materials were made from the things found in the environment, but given the limited resources and space of the modern city and the changing rural landscape, and extreme natural phenomenon which would damage structures is a constant strife for the construction industry.


Evolving the Way We Live

At every aspect of life the need to constantly elvolve is ever present: from our daily choices to our personal relationships to our career progress. evolution or simply change for the better, is also at the heart of how we define, construct, and improve our own homes. While tradition may dictate that we should construct houses using age-old practices and conventional resources, modern breakthroughs have recently pointed to fast, cost-efficient and sustainable methods of materials.

At the forefront of these discoveries is James Hardie Philippines, the maker of the HardieFlex, a name trusted by millions of Filipino Homeowners. HardieFlex advanced building composites are durable, resistant to damage caused by moisture, fire and termites. HardieFlex advanced building composites are environment friendly too.

Now James Hardie is eager to formalize its vision of changing the way Filipino homeowners build and live 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 material 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 the summer and lashing rains during the wet season (yearly about 20 typhoons enter the Philippine Area of Resposibility), which raises the need for homes that are built solidy against heat, water and weathering. Through intensive research and development, James Hardie constantlu innovates to address these concerns.

One of the company's latest products, launched during the "LIVEvolution: Breaking New Grounds" event at the New World Hotel on November 19, is the HardieFlex Flooring. "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.

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 strorage areas or living quarters. For single home-dwellings and apartments, HardieFlex flooring can provide a second floor and can 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 residents," says Southwell. "Needless to say, they also oost the investment they have on their condo units and homes."

HardiFlex flooring is easy to layout and install in an average condo unit of 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 open space, it is sealed on all six sides with a special coating to make it reistant to mositure damage. As HardieFlex flooring is a load-bearing floor, it is rigorously tested to ensure it meets the requirements of the National Structural Code of the Philippines and the Austrailian Loading Code.

Alongside the launch of HardieFlex flooring is the release of the maiden issue of LookHome Philippines, James hardie's very own magazine that serves as vital resource and source guide for builders architects, designer, DIY enthusiasts and homeowners. "LookHome Philippines is in line with James Hardie's commitment to helping Filipino homeowners to live without comprmise by providing the latest information on innovations, technologies and materials in home construction and improvement," says Sergio. "The articles will be at once informative and entertaining to give our readers a tool to making their dream a reality."



We have seen the HardieFlex flooring in action back in the HardieMan Challenge last August, and the assembly and construction took less than an hour for the builders. Thus HardieFlex flooring would also save a lot of time in construction.

With the offical launch of LookHome Philippines magazine, also attended by fashion celebrity Tessa Prieto-Valdez, marks another milestone and innovation for the company that is always making new ideas for construction and design.

For more information on James Hardie products, visit www.jameshardie.com.ph, like their Facebook fanpage at www.facebook.com/jameshardiephilJamesHardiePH or call 897-5427 (within Metro Manila) or 1-800-888-5427 (outside Metro Manila).

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