30 May 2017

Rockfon supports all specifier personas from the risk-adverse to the risk-taker

Most architecture and design firms have a risk-adverse approach to product specification, yet they crave the newest and most innovative materials. Rockfon supports all architects throughout the specification journey, checking all the boxes for a complete solution.

Author: Chris Marshall, Rockfon Vice President - Marketing and Business Development, North America

The recently published The Architect’s Journey to Specification by the American Institute of Architects (AIA) defines three prevailing architect personas grouped by common mindsets, key influence factors, trusted informational sources, demographics and culture. These are categorized as:

  • Conservatives
  • Dynamists
  • Risk-Takers


We’ll start with the persona attributed to the fewest design professionals – the risk-taker. A little more than a quarter (26%) of architects match the risk-taker persona, according to the AIA’s report data.

At Rockfon, we jump at the opportunity to partner with risk-takers and respond to their specification approach and shared attributes. These include:

  • Open to adopting new methods –

    Rockfon may still be considered new to North America, but European designers have relied on our stone wool ceiling products for more than 50 years. Combined with the decades-long legacy of American-made Chicago Metallic suspended ceiling systems, we offer a breadth of design applications with a full range of products – from concealed stone panels in smooth, bright white finishes to large-format metal panels with wood-look finishes that some swear look like the real thing.
  • Actively engage in new ideas –

    Creative risk-takers work with other innovators. Within the ceiling industry, we’re your partner for innovation and inspiration. Nearly any imaginable ceiling design can become reality with our architectural and technical services teams supporting your project.

    When Bing Thom conceived of an inviting, indoor aquatic center with natural light and optimized acoustics, we collaborated to ensure the ceiling systems met the pool area’s high-humidity, light reflectance, sound absorption, sustainable materials and installation schedule, as well as the beautiful aesthetic.
  • Committed to sustainable design –

    Architects that fit the risk-taker persona are described in the AIA report as “most likely to work for firms with an environmental, outspoken and experimental culture.”

    At Rockfon, we firmly believe that indoor and outdoor environmental responsibility go hand-in-hand. Our stone wool is primarily made from one of the earth’s most abundant natural resources – volcanic basalt. In addition to basalt, stone wool ceiling panels contain up to 42 percent recycled content. Stone wool’s inherent properties enhance fire safety, resist humidity, repel water, absorb sound and maintain easily. Because mold and bacteria cannot grow on stone wool, our ceilings also help you achieve the best indoor air quality and health standards to support leading sustainability and wellness standards.
  • Independently research product information –

    Risk-takers go beyond the readily available product information to learn about the materials and processes used in manufacturing, and the potential effects the installed product may have on building occupants.

    We encourage this approach and support it with easily accessible documentation including EPDs, UL® Environment’s GREENGUARD Gold Certification for low-emitting products, as well as UL/ULC certification for Flame Spread and Smoke Development, and Noise Reduction Coefficient.

    To provide you with focused, research-driven information on optimizing acoustic design, we launched The educational content and interactive tools on this site help designers and other building team members to better understand the influencing factors to meet today’s acoustic guidelines and rating systems. offers a comprehensive source for our complete ceiling products with on-demand, downloadable datasheets, specifications, installation advice and warranty information. Supported by a 30-year warranty, our complete ceiling systems provide high-quality solutions with excellent longevity and lifecycle value that contributes to safe, healthy, sustainable, comfortable and beautiful buildings.

No matter where you are in your project’s journey, our product and technical representatives are eager to support each stage – from design to specification to review and approval. Please call us at 800-323-7164, email or click here to find a representative in your area. Please call us at 800-323-7164, email or click here to find a representative in your area.

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