“The new format represents a targeted investment in the quality of the event,” commented Dr. Jochen Köckler, Member of the Deutsche Messe Managing Board – the company which produces DOMOTEX. He added that advance publicity for the show would consist of focusing extra attention on the latest mega-trends in the carpet and floor coverings industry.
“We have taken this step because a prime motivation of our visitors at DOMOTEX is to engage with creative products and ideas which will help shape the future of the places and spaces we live in. We’re looking forward to an exciting DOMOTEX 2014, a show that will further consolidate its position as the world’s leading event for its sector,” stated Köckler. DOMOTEX 2014 runs from 11 to 14 January in Hannover, Germany.
Innovations with a capital “I”
Innovations@DOMOTEX will put the spotlight on product innovations in the Fitted Carpets, Resilient Floor Coverings, Parquet and Laminate Flooring and Modern Hand-made Carpets product categories. The initiative will be spearheaded by special display zones – the “Innovations@DOMOTEX Areas” – in halls 6, 9 and 17.
These special zones are designed to give visitors looking for fresh ideas and inspiration an initial overview of the latest innovations. From there, they can head straight to the exhibition stands to find out more about the carpet, resilient floor covering and parquet or laminate flooring innovations that have caught their eye.
In the words of Köckler: “Only at DOMOTEX can visitors explore and discover all the latest innovations with such convenience and ease.” For this reason the new format would, he said, remain a defining feature of DOMOTEX over the coming years.
Established special displays such as Souk Deluxe in Hall 17, with its focus on modern luxury carpets and rugs, will be closely aligned with the new innovation format. Similarly, the Innovations@DOMOTEX Area in Hall 9 will be integrated into the Wood Flooring Summit showcase for the parquet and laminate flooring sector.
Innovations@DOMOTEX will be a thread running through all DOMOTEX communications before, during and after the fair, and the innovations selected for Innovations@DOMOTEX will feature prominently in an extensive visitor recruitment and PR campaign. This will be supported by a printed Innovations@DOMOTEX Guide which will provide useful pre-fair coverage of the featured innovations. The brochure will also serve as a visitor guidebook during the fair.
In addition, targeted content will be posted on the DOMOTEX website during the run-up to the fair to generate interest in the featured innovations among potential customers. “By running a full-scale campaign to promote these innovations, we will enable the participating exhibitors to differentiate themselves from the competition and get more out of their DOMOTEX showcase”.
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