Belgian cycling analyst opts for parquet flooring and Parquetvinyl from Lamett. The start of an authentic home story that will be told step by step over the coming months.
Deerlijk, 25 August 2026 – Belgian cycling analyst and former professional cyclist Ine Beyen chose the Belgian flooring brand Lamett for the flooring in her new home on the coast. On the ground floor, she opted for authentic parquet, whilst upstairs, including the bathroom, she chose Parquetvinyl. In doing so, she has deliberately opted for a combination of a natural look, comfort and practical ease of use.
With this collaboration, Lamett is kicking off an inspiring home story that will be told step by step over the coming months. Through authentic images and personal stories, the brand will follow the creation of Ine’s new home, from the initial choices to the finished interior.
When designing her new home, one guiding principle was central: to create an interior that radiates warmth, brings a sense of calm and, at the same time, fits perfectly with everyday family life.
For the ground floor, Ine chose Carcassonne 220 Black, a characterful parquet floor that contrasts beautifully with the bold colours in the interior and harmonises with the green surroundings in which the home is situated.
On the upper floor, including the bathroom, the choice fell on Parquetvinyl Tigris Chocolate Fudge. Thanks to its warm wood-effect finish, ease of maintenance and water-resistant properties, this flooring is the ideal solution for spaces where comfort and functionality come together.
The collaboration began earlier this year with a visit to the Lamett showroom, where Ine found inspiration and guidance in choosing her flooring. That first meeting was shared earlier this summer on Ine’s and Lamett’s social media channels.
With the launch of the campaign image, Lamett is now officially kicking off a story that will be developed further over the coming months. Step by step, the brand is taking the public along on the journey as Ine’s home is finished. From the delivery of the flooring and the choices of parquet and Parquetvinyl to the final overall concept for her interior: each chapter shows how a well-considered choice of flooring contributes to a home that perfectly suits her lifestyle.
For Lamett, this collaboration fits perfectly with the brand’s vision.
“The best stories emerge when customers genuinely choose Lamett. Ine’s home is a fine example of this. We didn’t want to create a traditional campaign, but rather an authentic home story that people can relate to. By showing the entire process – from inspiration and choice of materials to the finished home – we demonstrate how a floor helps to form the foundation of a home.” – Bruno Descamps, CEO of Lamett
With this campaign, Lamett aims to inspire consumers to think carefully about the role of flooring in their homes. Not just as an aesthetic choice, but as the foundation of an interior that is lived in every day.
The collaboration with Ine Beyen fits seamlessly with Lamett’s brand vision: to design floors that are not only beautiful, but also last a lifetime and help create the most memorable moments at home.
