Lidewij Edelkoort looks to the future of the furniture industry

ZOW 2015 sets new standards with a proven concept

[Bad Salzuflen, 25 July 2014] Lidewij Edelkoort has been one of the most influential trend researchers in the world of fashion and lifestyle for several years. The furniture industry can now also profit from the Dutch designer's wealth of experience: a new member of the ZOW team, Lidewij Edelkoort will tour the world's most important design and furnishing fairs scouting out the latest trends and identifying the currents most likely to exert a long-term effect on the furniture market, too. The collected information and impressions will be distilled to yield future projections which will then be presented over an exhibition area of around 2,000 square metres during the international fair for suppliers to the furniture and interior design industries next February. "trend_works is a specially designed exhibition format devoted exclusively to pioneering future developments in the centre of ZOW," explains Horst Ru-dolph, managing director of the exhibition organizer Clarion Events Deutsch-land. "In this way, we can provide our exhibitors and trade visitors with a major and timely guide allowing them to set decisive impulses in the consum-er segment, too."

Lidewij Edelkoort will specifically tour international trade fairs and exhibitions to collect the facts and interpret the signs of the times so that she can present her impressions in special trend reports. Her programme will include the Salone Internazionale del Mobile in Milan, the International Contemporary Furniture Fair (ICFF) in New York, Maison & Object in Paris, the Dutch Design Week (DDW) in Eindhoven and the London Design Week. "This is a very exciting project for me, because it is all about the materials used," says trend expert Lidewij Edelkoort. "I love textiles, textures, surfaces and colours more than the finished end-products."
Fresh impulses for tomorrow's furniture
Trend reports deliver far more than the essential basics and information needed in order to filter out tomorrow's trends. Furniture suppliers can also use Lidewij Edelkoort's insider tips to gather more information before ZOW and present their innovative product solutions in the area reserved for the new exhibition format. To this end, the trend_works exhibitors will be supplied with exclusive information during a so-called trend_forecasting seminar to be held in November this year. In addition to presenting Lidewij Edelkoort's research findings, which will also be documented in an illuminating trend book packed with analyses, prognoses and suggestions, the new format will also focus on current developments and proto-types which, even now, link up with the future and transform prognoses into reality with the aid of specific product solutions. This part of the exhibition centres around an interactive multimedia area giving the participants as well as other exhibitors and designers an opportunity to discuss their visions and innovations. Such closely meshed cooperation is characteristic of the familiar ZOW workshop concept which has been brought into line with current developments and technical innovations. "trend_works will create a central point at ZOW where trade visitors and exhibitors can gather all the required information on major trends and devel-opments for forthcoming collections on the basis of colours, materials and moods," says Horst Rudolph. "This exhibition area not only establishes a suitable framework for the necessary transfer of know-how, but also an ideal setting for efficiently establishing and developing business relations."

In keeping with this year's motto "Trends in progress", ZOW will give exhibitors and visitors a complete overview of all trends and thus - unlike the case with smaller presentation formats - decisively stimulate innovative new developments and enhancements. No other exhibition format supplies the information and contacts needed by decision-makers to set the next season's trends so early in the year. The 21st ZOW, the international fair for suppliers to the furniture and interior design industries, will take place at the exhibition centre in Bad Salzuflen from 9 to 12 February 2015.

Clarion Events can trace its roots back to 1947 and takes great pride in being one of the oldest independent event organisers in the UK. More recently the firm has developed an international portfolio of brands and now has interests in a number of global vertical industries.

Clarion Events Deutschland GmbH
Frau Viola Hoffmann
Meisenstraße 94 | 33607 Bielefeld
T: +49 (0) 521 96533-67
E: viola.hoffmann@clarionevents.de
W: www.clarionevents.de

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This release was published on openPR.