DOMOTEX exhibitors connect in cutting-edge cooperative ventures31 August/ 2018
“CREATE'N'CONNECT” – the new lead theme for DOMOTEX 2019 – shines a spotlight on the megatrend of connectivity, with a special emphasis on flooring. Forming the literal foundation for the rooms in which we live and work, floors offer an endless array of design options. Preparations for the coming floor coverings show (11–14 January 2019) are already in full swing, and the high number of exhibitor registrations already received points to a successful DOMOTEX ahead next January. The special “Framing Trends” showcase in Hall 9 is shaping up to provide key ideas for and inspiration on the floors of the future, with flooring manufacturers and other companies showcasing their creative ideas in connection with the lead theme. With its inspiring aura, “Framing Trends” will serve as a magnet for visitors and manufacturers alike. As a hub for global communication, DOMOTEX allows its exhibitors to connect for creative collaboration.
In keeping with the spirit of CREATE'N'CONNECT, exhibitors at DOMOTEX are networking with partners from other sector in a variety of ways, thus laying the groundwork for potential collaboration. Their joint projects at the upcoming show include imaginative presentations, local stagings and photo productions. Such encounters often begin at DOMOTEX, and this also applies to Jürgen Dahlmanns of Rug Star and an American floor coverings dealer, as detailed below:
CREATE'N'CONNECT: Connect, design, shine.
Exhibitor Jürgen Dahlmanns, founder and creative head of the Berlin-based Rug Star carpet label, met American dealer Christiane Millinger at DOMOTEX and concluded an exclusive cooperation agreement with her for the Portland region in the American northwest. Together they developed the idea of continuing the IntimacyBerlin project – the staging of Rug Star carpets for photoshoots in the homes of friends in the United States. In September of 2017, Dahlmanns scoped out suitable locations in Portland, creating a screenplay with Millinger which they used to produce over 50 interior photos in May of 2018. Carpet blogger Michael Christie (www.theruggist.com), a regular visitor at DOMOTEX, was thrilled to learn of the plans. He traveled to Portland from the East Coast for the start of production to go along with the photoshoots. A sequel is planned soon. “This is yet another success story that shows how DOMOTEX excels at connecting the right people – people with a passion for their work,” says Dahlmanns.
The “MASTERPIECES” event series is a joint project launched by Anoshirvan Haghnazari, Managing Director of the traditional enter-prise Haghnazari Teppiche and Alexander Klittich, Managing Director of Bulthaup Küchen Frankfurt. Haghnazari, who features modern Persian carpets from DOMOTEX exhibitor Hossein Rezvani in his collection, had the idea of presenting premium products from both companies in a temporary exhibition. At an initial event last September, Bulthaup’s new “b solitaire” product – a flexible furniture system that is based on a metal frame with height-adjustable levels for pull-out drawers as well as shelves and grid racks – was presented together with Rezvani’s hand-knotted unique items in Frankfurt at the Kunstverein Familie Montez art center. Carpets like “Shiraz Sabz”, a winner at the Carpet Design Awards, were combined with Bulthaup shelves and display cases to create an exclusive collage-type presentation from which everyone benefited. Further synergies included reaching out to new target groups. In addition to lifestyle journalists and bloggers, the current customers of all the participating companies were invited – customers who are equally of interest to Hossein Rezvani, Bulthaup and Haghnazari due to their interest in high-quality interiors and open living concepts aimed at seamlessly merging kitchens and living spaces. “New ideas and perspectives allow various products such as exclusive kitchen elements and carpets to be put together to create holistic designs. This fits in well with the keynote theme,” remarked carpet designer Hossein Rezvani. Due to the enthusiastic response received from the public, further such events are planned for 2019 in other German cities.
The Italian carpet manufacturer and DOMOTEX exhibitor Amini cooperates closely with the New York-based “R & Company” gallery. The joint exhibition project entitled “Woven Forms”, featuring carpet objects from experimentally creative designers, was launched in May 2017. Since then, the collection has been continuously supplemented by new objects produced by Amini in limited editions. The “Snake Carpet” from the Californian Haas Brothers design collective is a recent creation. “Woven Forms” will be showcased at the gallery, but also at other exhibition venues such as the Palazzo Benzon during the International Art Biennale in Venice. The practical and emotional connection of the artists with each individual craftsperson from India or Nepal who produced the carpets was a decisive aspect of the Amini-led project. The challenge was to find the right artist for each drawing to be able to produce textiles true to the original design.
Stylist Irina Graewe combines carpets from DOMOTEX exhibitor Edelgrund with the “Trio” range of sofas at a photo shoot of furniture manufacturer Cor. These images are used for brochures, advertising campaigns and the company’s website. And Edelgrund, itself, uses the photos for all kinds of promotional purposes. Graewe developed the three interior styles “Copenhagen”, “Tokyo” and “Marrakech” to stage the program. “For the Marrakech world, I immediately thought of carpets from Edelgrund, which I have used time and again for photo productions and exhibitions,” she reports. To match the upholstery fabric, she chose carpets that harmonized with the reddish color palette of the upholstered furniture. The holistic staging, in which hand-made carpets and sofas complement each other to create a stylish living environment, creates a shared kind of storytelling with which both brands can position themselves as contemporary and tap into new target groups. “I like the Edelgrund carpets very much because they are of great quality and combine traditional craftsmanship with modern design,” says Irina Graewe. “You can create a wide array of different worlds with them.”
The trend towards connectivity is of great importance for floor design. The floor is a design element: It inspires us, provides us with orientation – and connects us. This is particularly true for the flooring industry, since the floor literally forms the foundation for all the rest. DOMOTEX is the flagship fair for the flooring industry and its biggest platform for innovations and trends. As the industry’s annual place to be, its electric atmosphere encourages exhibitors and visitors to work together creatively.