In-Depth Process: NWFA Award Winning 3D Medallion


Hallway MedallionWe were recently honored with an award from the National Wood Flooring Association for the Best CNC/Laser Cut Wood Floor of the Year. We have received many questions about how the medallion was made so we thought we would share some of the details here.

Emily Owens (Designer in Dallas) approached us on behalf of a client to design a custom seal for the floor in his library. The project already included Rift & Quartered White Oak Herringbone floors with Soldier Stack borders, double hand scraped, stained brown and finished with Tung Oil. The seal was icing on the cake of already extraordinary project.

This medallion is the result of using a combination of our Laser Cutting and CNC capabilities to create depth and dimension unlike any other medallion we had seen. Aaron Craft (On-staff Artist, Laser and CNC Operator) was the driving force behind this very unique approach to creating the medallion. We presented some test pieces to the designer, Emily, and she fell in love with it. This was when the real work started.

We had to make detailed 3D digital models to illustrate how much depth could be perceived with only a 1/16″ deep cut and ultimately created several more samples to verify. Every square inch of the medallion had to be custom designed. Not only starting with the specie and grain like usual, but also taking into account the 3 dimensional engraving that made it come alive.

Close Up MedallionThe original drawing had a checkered background within the seal which could have been extremely time consuming however we laminated Wenge and Maple together in various thicknesses and then using the CNC router checkered the material similar to how a gunstock is done which exposed both species and duplicated the drawing perfectly while adding yet another layer of depth.

After the medallion was assembled, it was meticulously labored over with hand tools to ensure that every square inch was exactly how we had envisioned it.

One of the hardest parts of the entire process was actually convincing the client to use such bold colors. As Rick Farrell said, it just seems un-American to make a brown American flag. We ultimately toned the brightness down using stain and the client embraced it wholeheartedly. This small splash of color added a point of interest within the library without being obtrusive.

Once stained, the medallion was finally laid into the floor. After almost 6 months of work went into it,our installers were understandably nervous while permanently placing it in the floor.

This was, by far, one of our most intricate and unique medallions we have made. We have set the bar very high for ourselves and we cannot wait for the opportunity to continue to push the envelope. We are very grateful to Emily Owens and Sebastian Construction Group for giving us the chance to work on this project.

Internally we would like to thank Aaron Craft (Artist, CNC and Laser Operator), Rick Farrell (Architect and Design Consultant) and Steve Welch (Owner) for collaborating on the actual and the rest of the team for all of the hard work and obsessive attention to detail in the installation and finishing phases.

Woodwright Team Accepting NWFA Award

NWFA Best CNC/Laser Cut Wood Floor of the Year Award

Laser cut hardwood medallion inlay

We are absolutely honored to be chosen by the National Wood Flooring Association as the Best CNC/Laser Cut Wood Floor of the Year.

With over 3,000 members, the NWFA has presented over 200 awards since it began in 1990. A panel of judges made up of industry leaders and professionals evaluate each individual category and this year, there were 78 entries from the U.S., Canada and Russia.

The goal of these awards is to encourage and recognize the highest level of craftsmanship and innovative design in wood flooring. We view these awards as a standard to hold ourselves to and a way for the industry to come together for everyone’s benefit.

The NWFA is dedicated to educating consumers and professionals alike which ensures that our customers have all the information they need at their fingertips and we can better navigate the complex industry that we work in.

Again, we are so proud to be honored with this award and even more proud to be part of this industry. We will continue striving to reach ever higher levels of craftsmanship and we know you will do the same. We look forward to seeing you again next year!

Read about the other winners on Hardwood Floors Mag.

Thank you to our team for accepting the award on behalf of the entire company.Woodwright Team Accepting NWFA AwardWood Flooring Expo

Award Season


Award season in the entertainment industry has arrived with the recent Grammy, Golden Globe and SAG Awards just to name a few.  Sowhere is the love for the wood flooring industry? No need for panic, the National Hardwood Flooring Association hosts their annual awards in conjunction with their annual expo and conference.  This year the spring event will be held in lovely Nashville, Tennessee. So now you may be asking, where is he going with this?

It is always an honor to be recognized by your peers.  While we will not know if we won an honor this year, we were selected to be on the cover of the Resource Book.  The book is published annually by the National Hardwood Flooring Association.  Thank you for the honor of allowing one of our projects to grace the cover for the next year!

Cheers till next time!

Spring(s) of Change

A new season has dawned and Woodwright Hardwood Floor Company has experienced a few changes.  The most important is we have moved into our new Dallas showroom and manufacturing facility.  Our purchase of a new building in Dallas gives us almost three times the amount of square footage! This commitment is a promise to our clients that we are fully committed to providing them with the highest quality wood flooring in a timely manner.  By creating greater efficiencies, we will be able to manufacture our wood flooring in timely and cost-effective practices.  Here are a few pictures of the new plant:

Woodwright Hardwood Floor Company Dallas Exterior


Woodwright Hardwood Floor Company - Dallas - 3

We will continue making improvements to the plant and showroom in Dallas.  Our new address is 425 Regal Row, Dallas, Texas 75247.  The Austin showroom is still located at 8900 Shoal Creek Boulevard, Suite 101, Austin, Texas.

In other changes that you may have noticed,we launched a new website as well as a social media strategy.  The launch is part of a rebranding initiative allowing Woodwright to more effectively communicate its unique, creative strengths to the architectural and design communities.

“Our decision to give the brand a fresh look is a reflection of the types of projects we have the honor to be involved in everyday,” said Steve Welch, CEO of Woodwright.  “The architectural and interior design communities have evolved over the 27 years we have been in business.  We wanted a brand, website that engages the social savvy client and represents the quality, creativity that we offer our clients.”

The most recognizable difference will be what clients will discover within the website.  It will allow users to search wood flooring by specie, color and texture. Visitors to the website will have the ability to “pin” samples to their personalized pinboards and order samples directly from the website.

In addition to the new website and logo, all materials will communicate to customers the creativity and quality of Woodwright Hardwood Floor Company. Woodwright’s continued goal is to inform and educate their clients about the process of designing with and installing these unique handcrafted floors.

That is all for now, but be on the look out for some mind-blowing new flooring projects from us.

Cheers till next time!


Thinking Big

Woodwright Hardwood Floor Company is a proud member of the National Hardwood Flooring Association (NWFA).    The purpose of the NWFA is to provide wood flooring manufacturers, distributors and installers with policy and standards regarding all things wood flooring.  Every year, the organization holds a Conference and Expo specifically geared towards wood flooring companies like ourselves.  This year the conference and expo were at the beautiful Gaylord Texan in Grapevine, Texas-right in our backyard!  Our Architect + Design Consultants attended the three day show with the purpose of gaining additional education knowledge that we can pass on to you as well as discover and new exciting products that we could share with you, our clients.  .   In short, we went back to school and went design hunting.  Here is a brief recap of what we discovered from our three day tour.

  1. The facility, Gaylord Texan.  We were impressed with the Gaylord Texan as a conference destination.  First, you have reasonably priced covered parking.  Second, there are plenty of dining options.  The only thing we love more than wood flooring is food.  Just kidding-kind of!  Lastly, the size of the convention center was more than adequate.  There were three other shows/meetings at the same time but we never felt the Gaylord Texan to be too crowded.
  2. Opening Ceremonies.  The opening ceremony speaker was Howard Putnam, former CEO of Southwest Airlines.  The theme of this year’s show was Think Big.  It was a fitting title and message since we had all survived the economic downturn and all signs are pointing towards a recovery.  He spoke about creating an organization where people are your most important asset as well as overcoming difficult times.  We found Mr. Putnam to be very engaging and his message very relevant to our company.  To learn more about him, please visit his website here.
  3. Continuing Education.  The organization put on several classes to further educate those in the wood flooring industry.  Much os thsi knowledge is then passed on to you through our own Lunch and learns or CEU’s.  We attended a few classes on reclaimed wood flooring and specifying commercial wood floors just to name a few.  The CEU on commercial wood flooring even featured 4 of our projects!  So what did we learn?  Well you will have to wait and find out specifically.  We will be introducing some of the content into our presentations.  However we will note that our present presentation was 100% on target with the information we received from the NWFA instructors. In fact, our program goes into more detail.
  4. New products. Reclaimed, reclaimed, reclaimed.  There were several reclaimed wood suppliers at this show and we are excited about what we are going to create for you. Be on the look out for new samples of river reclaimed pine, reclaimed birch and reclaimed teak.  We will be issuing a product sheet in the near future on reclaimed teak that we believe will blow your mind.  Our A+D team have created some exciting new samples using reclaimed teak.  We even are creating a colorful wall application that may leave you saying “can they really do that?”.  Why, yes we can.

The close of the event was the awards show.  While we were nominated for several awards, we are sad to say we missed out on winning this year.  All the nominees are incredibly talented and are proud to have been associated with them.  Below are the images of the projects we had nominated.

Cheers till next time!