Synergy that makes success - summary report 2018
Premieres of new products and brands, intense colours, glamorous accessories, interesting lectures and panel discussions and a number of interesting exhibitions – that is a brief description of this year's edition of MEBLE POLSKA, HOME DECOR and arena DESIGN Fairs. Between 6 and 9 March 2018, Międzynarodowe Targi Poznańskie was visited by nearly 21 thousand traders from 59 countries.
Another very successful edition of the HOME DECOR Fair was an opportunity for traders and designers from Poland and abroad to find interior design inspiration. This year's exhibition was not only larger than in the previous years, but also the quality of the offer presented on the stands was significantly increased. Some very promising decoration product brands had their Polish premiere in Poznań, and judging by the positive reactions among the visitors, the brands should quickly settle in Polish market. The number of prestigious lighting brands presenting their products at the Fair was especially large this year. There were also exhibitors offering kitchen and bathroom equipment and fittings. In addition, current collections for the next season were presented by textile manufacturers.
Trends at HOME DECOR
The exhibitors of HOME DECOR - the most important business presentation of the latest trends in decoration and interior design - made sure that their stands followed the current colour trends. The exhibitions by most companies delighted the eyes with the colours palette - dark blue and emerald colours dominated, but there were also red colour range or ultra-violet colours present, which are the colours of the year according to Pantone Institute. At the stands, one could also see other global trends promoted by trendwatchers and trendsetters. First of all - gold, but also other metallic colours are now the hit of the largest industry events. This trend was also much exposed in Poznań.After many years, the Scandinavian love for white and asceticism in interior design is dominated by omnipresent intense colours and the power of decoration. American glamour of the Hollywood's golden age, or the typical colours and forms for mid-century modern - velvet, marble and crystals supplemented by gold or at least chromium-plated elements, all topped with rich ornamentation - all those trends are becoming increasingly popular now.
A compact overview of the latest trends in interior design and an extensive source of inspiration was the Bloggers Zoneprepared for the fifth time already by bloggers specializing in interior design: Ula Michalak, Marta Cerkownik, Dagmara Jakubczak, Kasia Gal and Anna Katarzyna Betnarska. The arrangement of the Bloggers Zone was prepared on the basis of furniture offered by the exhibitors of the Meble Polska Furniture Fair, complemented by the decorations by companies presenting their product ranges at the Home Decor and Arena Design Fairs.
The workshop entitled "Building the Atmosphere with the Smell" prepared by Marta Siembab, Poland's only senselier - professional smell expert, was an absolutely new element of the event. The workshop participants learned the secrets of building the interior atmosphere using smell, and found out which smells make customers more likely to feel specific emotions, which scents give the impression of luxury, increase the value of the interior and suggest the presence of high-quality natural raw materials in it, and how to combine colours, textures and smells – says Natalia Tarachowicz, HOME DECOR Fair Director.
Global furniture store
The largest surface area in the exhibition halls was occupied by the MEBLE POLSKA Furniture Fair, being the largest presentation of the export offer of Polish furniture industry in the world. Eight years after changing the formula of the event into a strictly business one, the Furniture Fair in Poznań belongs to the group of the most important industry meetings in Europe.
- The international furniture contracting event in Poznań was attended by all major Polish furniture manufacturers interested in finding new export-oriented business contacts, and the representatives of the most important purchasing groups and retail chains from around the world – says the MEBLE POLSKA Fair Director, Józef Szyszka. - The Fair exhibitors unanimously stressed the high quality of the visitors' profile, and especially pointed to the significant number of key traders offering the largest purchasing budgets - he adds.
The offer of this year's Furniture Fair in Poznań was very diverse. In addition to furniture made of chipboard, on the stands one could also see many interesting collections of solid wood and other premium class furniture. Many gems of design were presented among upholstered furniture. The exhibition was complemented by an extensive range of mattresses. A part of the exhibition was presented in enclosed space (i.e. secret rooms) available to key traders. The Meble Polska Furniture Fair exhibition was enriched by an interesting programme of accompanying events. A series of seminars for the furniture industry representatives was prepared by the Polish Chamber of Commerce of Furniture Manufacturers. During the seminars it was possible to learn e.g. how to hire the best customer assistants in a furniture store and how to train and motivate them effectively, how to increase furniture store customer loyalty, and how to calculate and settle the costs per furniture enterprise products and customers properly. The seminars also concerned e.g. the possibilities of carrying out production in the US, changes in furniture standards, modern technologies in networking and the fourth sales revolution.
A decade with design in Poznań
When organizing arena DESIGN for the first time in 2009, Międzynarodowe Targi Poznańskie had a ready-made idea for an event which would be aimed at manufacturers, interior architects, and designers, as well as artistic and technical university students. - From the very beginning of its existence, arena DESIGN has been emphasizing its business character. It has always been a response to the needs of manufacturers who are more and more aware of the necessity to cooperate with designers. This year, exceptional guests talked about their experience in this area. On the first day, it was the duo Patrice Bert and Christian Werner working for the excellent brand Ligne Roset. On the second day of the event, this issue was discussed further by Job Smeets and Luza Mazza from the Slamp company - says Małgorzata Czubak, arena DESIGN Project Director.
The leitmotif of the anniversary edition of arena DESIGN were GENERATIONS. Also the programme of events was built around this theme. Therefore, a lot of was said about designing with the elderly in mind, but also about how to use vision and creativity of young people in the design process.
Love the original
Special exhibitions also became an important element of the jubilee edition of arena DESIGN - ?WE #loveOriginals, VIVA light, Start-Design!-Up, and the TOP DESIGN competition. The first of the exhibitions was an initiative of the #loveOriginal association, and it was organized in Poland for the very first time. Its objective was to present the icons of design and highlight their own identity. - Our dream is a world without fakes. Our exhibition was to convince the consumers how important it is to respect the creator – explains the President of the #loveOriginals association, Berenike Milkowska-Milbrodt. At the VIVA light exhibition, the surface area of which grows from year to year, one could see e.g. lamps - light totems designed by the special guest, Job Smeets, for the Slamp brand. Also start-ups, who treat design as an element of building their competitive advantage in the market, had an interesting stand that enjoyed considerable interest. At the TOP DESIGN exhibition, in turn, one could see the products awarded by the Jury the TOP DESIGN award 2018. This year, the award was received by 9 products representing 7 different thematic categories.
The next edition of the fair MEBLE POLSKA, HOME DECOR and arena DESIGN fair block will be held in Poznań on 12-15 March 2019.