23rd October 2025 | IN EXPERT INSIGHT | BY SBID Share Tweet Pinterest LinkedIn Francine and Trevor Luker, Directors of Element7, have given their insights into the industry. Element7 What are the origins of the brand? Born on the Chelsea Embankment in the early 1990s, Element7 began as River Flooring – a name that soon evolved, like our vision, into something greater. Inspired by the seven elements of nature, we became Element7, with wood – our most treasured material – as the seventh. From the start, we set a new benchmark in luxury flooring, pioneering wide-plank designs engineered for radiant underfloor heating – a first in the UK. Innovation and craftsmanship have defined us ever since, from the introduction of grey hardwood floors to exquisite parquet patterns, bespoke creations, and finishes that stand the test of time. In 2016, we opened our flagship 5,000 sq. ft. showroom beside the Chelsea Design Centre – one of the largest flooring spaces in Europe. Here, expansive installations showcase the beauty and versatility of our collections, while our expert team guides each client through an exceptional design journey. Today, Element7 is synonymous with timeless design, innovation, and the finest wood flooring in the world – chosen by visionary architects, leading interior designers, and discerning clients across the UK and beyond. Element7 How do your products and services enhance interior design projects? At Element7, every product and service is designed to elevate exceptional interiors. Uncompromising Quality – We specialise exclusively in luxury projects, delivering unrivalled quality, longevity, and prestige. Each floor is crafted from the finest materials, meticulously sourced in Italy and finished to perfection. Every installation is backed by our 25-year guarantee, a testament to enduring excellence. Tailored to Your Vision – Designers can choose from our curated collections or create entirely bespoke finishes – from custom stains and treatments to unique plank widths and lengths – ensuring every floor is as individual as the space it enhances. Sustainably Sourced – Our wood is responsibly and sustainably sourced, appealing to eco-conscious clients and supporting green building standards without compromising on beauty or performance. Precision Installation – Our expert installation teams deliver flawless results – from perfect alignment and grading to seamless joints – ensuring superior performance and durability while preventing issues such as gapping or buckling. Element7 What value does your specialist sector add to the industry? The engineered wood sector is more than a source of materials – it’s a driver of innovation, sustainability, and creative freedom. Today’s designers have an unprecedented ability to experiment with texture, colour, and pattern, tailoring each Element7 floor to the unique character of their project. Engineered wood offers seamless integration with glass, steel, porcelain, and concrete – allowing for bold, contemporary interiors that balance warmth and modernity. Sustainability lies at the heart of this progress. At Element7, we are proudly PEFC and FSC certified, upholding the highest environmental standards that define modern architecture and design. Element7 How do you work with interior designers? At Element7, we partner closely with interior designers to bring their creative visions to life – offering expertise, inspiration, and a fully bespoke service from concept to completion. Our 5,000 sq. ft. Chelsea showroom showcases large-scale floor installations (9-12 sqm) in a range of species and tones, allowing designers and their clients to truly experience the scale, colour, and grain of each wood. We provide both small samples for mood boards and larger pieces for presentations, helping designers seamlessly integrate our products into their concepts. We work hand in hand with each designer to select or colour-match wood flooring that perfectly complements their project. Our team also conducts pre-installation site visits to ensure optimal conditions and long-term performance. Beyond installation, we support our clients with tailored maintenance guidance, care kits, and a professional repair service – ensuring every Element7 floor remains as timeless and beautiful as the day it was installed. Element7 What has been your most significant company highlight or success from the past year? Our standout achievement in 2025 is establishing a presence at The Design Centre in New York. We are thrilled to be collaborating with premium New York designers and architects on a series of exciting U.S. projects, bringing Element7’s luxury flooring and bespoke expertise to a new international stage. Element7 What are the latest trends you’ve noticed in your client’s requests? We’re noticing a clear shift from cool greys toward warm browns and earthy tones, creating interiors that feel natural, inviting, and timeless. Clients are increasingly drawn to artisan-style wood with character – surfaces featuring knots, hand-scraped textures, and distressed finishes that celebrate the natural beauty of the material. Longer and wider planks remain highly sought-after, offering a seamless appearance that highlights the wood’s grain and elegance. Classic patterns such as chevron and herringbone continue to be popular, alongside intricate inlays and borders, adding bespoke detail and sophistication to luxury spaces. Element7 How do you see the interior design industry evolving in the year ahead? This year, the focus on wellbeing and comfort continues, with homes designed not just for aesthetics but for liveability and warmth. Warm tones paired with natural textures remain popular, while interiors become more personalised, blending styles and materials to create spaces that feel truly lived-in rather than staged. We also see more adventurous design features, with floors and ceilings treated as canvases for artistic expression. Sustainability is now non-negotiable – clients are seeking materials that age beautifully and endure, allowing them to invest once in quality products that stand the test of time. Element7 Is there anything new you are excited to be working on? At Element7, we are passionate about collaboration. We’re currently working with select designers to create curated Element7 Collections tailored to each designer’s vision. We’re also excited to partner with other companies in the premium interiors sector, enabling us to deliver comprehensive luxury interior solutions to designers and architects, combining expertise, quality, and innovation. About Element7 For over 27 years, Element7 has set the benchmark for luxury engineered hardwood flooring, delivering bespoke flooring solutions for ultra-prime residential and commercial projects worldwide. Trusted by leading design professionals, Element7 specialises in wide-plank flooring, parquet, and fully customised designs—often incorporating unique materials such as ceramics, leather, and metal. Renowned for its design-led approach, exceptional craftsmanship, and close collaboration with clients, Element 7 offers flooring innovation for those seeking rare, timeless quality. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.