VIDEO: William McDonough and Patcraft Introduce “Butterfly Effect” Flooring

CHARLOTTESVILLE, Va., Nov. 20, 2013 –/PRNewswire/ — William McDonough and Patcraft, a division of Shaw (a Berkshire Hathaway Company and the world’s largest carpet manufacturer), collaborated to design Butterfly Effect flooring to demonstrate how a product—carpet—can be part of a positive path toward a healthier world. The line was launched on Monday at Healthcare Design and today at the U.S. Green Building Council’s Greenbuild Conference and Expo. Two percent of proceeds will go directly to help St. Jude Children’s Research Hospital fund their life-saving treatments and groundbreaking research in pediatric cancer.

“The Butterfly Effect describes the notion in chaos theory that something as small as a butterfly flapping its wings in China can yield something as significant as a hurricane off the coast of Africa. As designers, we like our work to be connected to bigger ideas,” says William McDonough. “The Butterfly Effect collection demonstrates the power of inspiring design, the ripple effects of Cradle to Cradle CertifiedCM products, and how we can help pediatric cancer patients globally via research.”

“The idea of Butterfly Effect emerged from William McDonough’s latest architecture and design work and thinking, some of which was chronicled in his recently co-authored book, The Upcycle: Beyond Sustainability–Designing for Abundance,” says Pamela Rainey Creative Director at Patcraft. “We wanted our carpet to have social and environmental benefits, and the concept that McDonough presented, came at a time when we were contemplating how Patcraft could make an impact on the world via St. Jude.”

When designers visualize a space with Butterfly Effect, they can take the butterfly wing and render it as a pixilation or fractal view and then layer it into a space from the simplest monochrome to the most complex and ornate colorful patterns. Butterfly Effect gives the designer a full range of opportunity. It organizes visual information in a way that enables boundless creations. The colorful collection is designed to maximize performance and go beyond sustainability. Butterfly Effect uses Patcraft’s Solution Q Extreme fiber and is a Cradle to CradleCM Certified product.

“What excited me about this benefitting St. Jude and children’s cancer research is that this is really about how we love all of the children of all of species for all time,” McDonough says.

The concept of the butterfly effect, where a small decision can have a large result, is so much like St. Jude founder, Danny Thomas, who made a decision to help children. Patcraft’s Butterfly Effect collection was designed to help fund St. Jude’s mission, be beautifully durable, and reflect the creativity and strength of the patients at St. Jude Children’s Research Hospital. At St. Jude no family ever receives a bill for anything—treatment, travel, housing or food. St. Jude is able to do that with the generous support of donors and corporate partners, including Patcraft and its design collaborator, William McDonough.

“At Patcraft, we believe that the flooring we create is the foundation upon which great spaces are created. So we identify with work – based in research, innovation, creativity – that plays a larger role in the world,” said Patcraft VP of Marketing and Product Development Jeff West. “When you visit St. Jude, you see a place of abundant creativity and considerable innovation that is almost magical. Except that it isn’t magic. It is scientific research benefitting not only patients at St. Jude but kids with cancer around the world.”

The Collection was recognized on Monday with a Healthcare Design 2013 Nightingale Gold Award. Sponsored by Contract magazine, The Center for Health Design and Healthcare Design, the Nightingale Award showcases the best innovations in healthcare products.

Cradle to Cradle ® is a trademark of MBDC.  Cradle to Cradle CertifiedCM is a certification mark licensed by the Cradle to Cradle Products Innovation Institute.

About McDonough Innovation McDonough Innovation, based in Charlottesville, Virginia, is the epicenter of William McDonough’s activities—high-level thought leadership about systems and design at all scales.  McDonough Innovation works in tandem with McDonough’s other enterprises. MBDC provides ecotoxicity expertise, optimization of materials and products for human and ecological health, and Cradle to Cradle ® consulting. William McDonough + Partners provide architecture and urban design services, all grounded in Cradle to Cradle thinking. To learn more, visit

About William McDonough William McDonough is an advisor, designer, thought leader, and author. Trained as an architect, his interests and influence range widely, and he works at scales from the global to the molecular. He is recognized globally as a leader in sustainable development. His vision for a future of abundance for all is helping companies and communities think differently. William McDonough is co-author with Michael Braungart of Cradle to Cradle: Remaking the Way We Make Things (2002) and The Upcycle: Beyond Sustainability—Designing for Abundance (2013). To learn more, visit and follow William McDonough on Twitter @billmcdonough.

About St. Jude Children’s Research Hospital 
Since opening 50 years ago, St. Jude Children’s Research Hospital has changed the way the world treats childhood cancer and other life-threatening diseases. No family ever pays St. Jude for the care their child receives and, for every child treated here, thousands more have been saved worldwide through St. Jude discoveries. The hospital has played a pivotal role in pushing U.S. pediatric cancer survival rates from 20 to 80 percent overall, and is the first and only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children. It is also a leader in the research and treatment of blood disorders and infectious diseases in children. Join the mission by visiting and follow St. Jude on and

About Patcraft Patcraft is the high-performance commercial flooring leader, delivering performance carpet tile, broadloom and resilient with innovative design and superior service to meet the needs of every market sector. For teachers and students, scholars and librarians, civil servants and citizens, shoppers and entrepreneurs, nurses and doctors, patients and caregivers, workers and inventors, Patcraft creates performance flooring… because flooring matters. For more information, visit