Sometimes a new application for a product can be as exciting as a new product. That's what led Elkay Manufacturing to create some of the vignettes for its stainless steel sinks displayed at its booth at the Kitchen/Bath Industry Show in Chicago.

"We have a scullery sink that we sell to schools and hospitals, but what if we put it in a residential setting?" said Alan Danenberg, director/marketing services. "We're showing some concepts, other ways to use our products, to get reaction."

For example, a 13-inch by 16-inch undermount sink was displayed in a baby's room setting; a bar sink with space to brew coffee was shown next to a dressing table in the master bedroom; a mop sink functioned as a dog-washing station; and a commercial drinking fountain was shown in a residential setting.

Also, the popularity of undermount sinks inspired Elkay to create an interactive Undermount Sink Selector program that will enable designers and their customers to create and view a mix-and-match assortment of single-bowl undermount sink combinations, Danenberg said.

"Undermount sinks are the fastest growing segment of our business," he said.

The software enables customers to become designers, creating and viewing various configurations. Upon completion, users can print out a color copy of the design with model numbers, pricing information and faucet and accessory suggestions. The company plans to offer this software on its Web site at, Danenberg said.

Elkay will also be an exhibitor at ISH North America this fall in Toronto.