ZOW 2018: A successful new start
The first edition of ZOW under the management of Koelnmesse was eagerly awaited. Good visitor numbers, happy faces and a well-attended Hall 20 at the trade fair grounds in Bad Salzuflen all testified to the event’s success. Around 4,000 visitors came to Bad Salzuflen on 6–8 February, when a total of 188 exhibitors from 17 countries filled the 12,000-m² gross exhibition area. Visitors and exhibitors to the workshop for furniture industry suppliers praised the productive exchange of ideas in an informal atmosphere – demonstration that this important objective of the redesigned event had been achieved.
“We wanted to give back ZOW its original function and importance for the region and the furniture industry. The biennial rhythm, alternating with the world-leading interzum trade fair, is a key factor in that. We have taken a huge step in the right direction over the last few days. Both the exhibitor and visitor numbers met our expectations to the greatest possible extent,” says a satisfied Katharina C. Hamma, Chief Operating Officer of Koelnmesse. “We even succeeded in regaining some companies who had recently stopped exhibiting at ZOW, especially in the surfaces area. That proves that there is a need for this format in the industry, with its focus on ideas and exchange. ZOW thereby represents an important complement to the industry’s major international exhibition, interzum in Cologne.”
The quality of the visitor profile was highly praised by exhibitors. Representatives from the relevant industries and market leaders from the fields of padded and cabinet furniture, kitchens and home furnishings all took advantage of the opportunity for intensive discussion.
Attractive special areas
The TINY SPACES special area was a particular highlight for a large number of visitors. The collaboration between design scout Katrin de Louw from Bünde and four students at the OWL University of Applied Sciences in Detmold exhibited radically condensed furnishing and design concepts for small spaces: “home furnishings to go”, stylishly packaged in a wooden interior case. A desk that can be easily converted into a bed. A room partition that turns the bedroom into a spacious dining room in seconds.
The workbenches of the Lightweight Construction Association IgeL (Interessengemeinschaft Leichtbau e.V.) special area were also continuously busy throughout the event. Local tradespeople in particular were keen to take up the chance to try out the tools and materials used in lightweight construction. “We are thrilled that we could celebrate our 10th anniversary in this way,” said Peter Kettler, Managing Director of IGeL e.V. “The stands attracted a high volume of visitors for three days, and the atmosphere was amazing. That’s exactly what we’d been hoping for from the ‘new’ ZOW: a strong platform for our cause in the heart of East-Westphalia.”
Exhibitors in high spirits
For exhibitors such as Deutsche Arturo Salice GmbH, ZOW has long been a high priority. “East-Westfalia-Lippe is an important region because 70 per cent of the furniture industry is based there. Experience shows that people first go to work to deal with urgent post before heading to the trade fair. If the trade fair is so large that they can’t see everything in one day, they simply return the next day. That makes it highly attractive for visitors,” says Frank Huntebrinker from Salice’s sales division, explaining what makes the trade fair special. He is very pleased with the new features: “We see the concept as an enormous innovative leap from the previous ZOWs. It’s airy and there’s a pleasant atmosphere because there is no ceiling suspension, and we really like the overall structure.”
Kirsten Kauss, Head of Marketing at Elektra, agrees: “We, as exhibitors who have been there from the outset, are back this year because we are keen to fly the flag for East-Westfalia, and we want to help promote the furniture industry in the region. We meet our customers here and we see this as another great opportunity to present some of our products and innovations in the years between interzum trade fairs. You have more time to talk to customers here – it’s an excellent chance to really engage. I think it’s great to keep the industry workshop character that was a feature of the early years of ZOW.”
Thomas Martin, Managing Director of außerdem solutions + elements GmbH, is a newcomer to ZOW. He is a big fan of the informal atmosphere, without the pressure of a large international crowd: “For us as a small, new company, that’s good because we don’t have plans to expand to India any time soon. And yet the limited size of the stands means we can exhibit side by side with the major names on a level playing field.”
ZOW 2018 in figures
A total of 188 companies from 17 countries took part in ZOW 2018 on an exhibition space covering 12,000 m². These included 127 exhibitors from Germany and 61 exhibitors from abroad. Including estimates for the last day of the fair, ZOW attracted around 4,000 trade visitors, with foreign trade visitors accounting for approximately 27 per cent.*
*The figures relating to visitors, exhibitors and exhibition space for this trade fair were determined and certified according to the standardised definitions used by the Society for Voluntary Control of Fair and Exhibition Statistics (FKM).
The next edition of ZOW will take place from:
4-6 February 2020
Bad Salzuflen, Germany
Koelnmesse – Global Competence in Furniture, Interiors and Design: Koelnmesse is the world’s top trade fair organiser for the areas of furnishing, living and lifestyle. At the trade fair hub of Cologne, the leading international fair imm cologne as well as the trade fair formats of LivingKitchen, ORGATEC, spoga+gafa, interzum and Kind + Jugend rank among the internationally renowned and established industry meeting places. These fairs comprehensively represent the upholstered and case furniture segment, the kitchen industry, the office furniture sector and outdoor living as well as the innovations of the furniture supply industry. Over the last few years, Koelnmesse has specifically added international fairs in the most important fast-expanding markets to its portfolio. These include the LivingKitchen China/CIKB in Shanghai, interzum guangzhou in Guangzhou and Pueri Expo in Sao Paulo. With ambista, the network of the interior decorating industry, Koelnmesse offers direct access to relevant products, contacts, competence and events.
Further information is available at: http://www.global-competence.net/interiors/
Further information about ambista: http://ww.ambista.com/
The next events:
Feria Mueble & Madera - The event for industrial wood processing and furniture manufacturing, Bogotá 06.03. - 09.03.2018
interzum guangzhou - Asia's leading trade fair for woodworking machinery, furniture production and interior design, Guangzhou 28.03. - 31.03.2018
PUERI expo - International Trade Fair for Baby & Childcare Products , Sao Paulo 07.06. - 06.06.2018
Note for editorial offices:
ZOW photos are available in our image database on the Internet at www.zow.com in the “Press” section. Press information is available at: www.zow.com/Pressinformation
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ZOW 2018: A successful new start
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