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Istanbul - an exciting trade fair venue
ZOW with Furnitex and Z-TEC from 1 to 4 October

In January 2008, the ZOW supplier fair for the furniture industry and interior design got off to an excellent start at the Istanbul Expo Center (Yesilköy) with 180 exhibitors and 14 000 visitors. The world famous ZOW trade fair concept was completely new to the Turkish market and went down very well. From 1 to 4 October 2009 the second ZOW in Istanbul will take place at the same venue. This year it will run in conjunction with the Furnitex supplier fair for the seating and upholstered furniture industry and a new machine trade fair, Z-TEC, which is organised by ZOW organiser Survey in cooperation with Deutsche Messe AG (Hanover).

ZOW showcases supplier innovations in surfaces and fittings, interior design products, semi-finished products, elements and systems and materials in a concentrated and efficient manner – so visitors can take everything in at a glance. Furnitex will also be presenting furniture fabrics, leather, microfibre materials and upholstery accessories. ZOW is taking place in Halls 1, 2 and 4 of the Istanbul Expo Center, while Furnitex is taking place in Hall 3. Halls 5 to 8 will house Z-TEC and its furniture and woodworking machines. So far, more than 150 exhibitors have registered for ZOW and Furnitex; we expect this to rise to around 250 exhibitors by October. The majority of exhibitors come from Turkey, but international supplier companies from Germany, Austria and Switzerland are also represented.

“With the combination of ZOW, Furnitex and Z-TEC, we’re offering the furniture industry in Turkey and the Middle East the complete supplier portfolio at the same time and place – which is a first for the region,” explains Suleyman Durdu, Survey executive in Istanbul. Last year, both Turkish visitors and many visitors from neighbouring countries were already using the opportunity to visit Istanbul to find out about the latest products for the furniture industry. As is the case all over the world, ZOW in Turkey also takes place in a location where visitors can meet a concentrated number of furniture manufacturers: in the region surrounding Istanbul. The state-of-the-art Istanbul Expo Center, which is located very near Atatürk Airport, provides the ideal setting and facilities for a successful event.  

With an annual growth rate of more than 5%, Turkey is still one of the most interesting markets in the world. The furniture industry is one of the fastest growing sectors in Turkey, helped by investment from private companies and state institutions. A considerable proportion of the population, which numbers 73 million, is made up of young people: around 28% of the Turkish population is aged 15 years or younger; only 6% is older than 65. The country is becoming increasingly urbanised, and purchasing power, which is tending to increase in the urban consumer centres, is encouraging sales. These are indeed good conditions for the Turkish furniture industry, which is not only seeing its domestic market prosper but also increasing its export share.

The ZOW workshop concept

Those who still don’t know ZOW can look forward to a special type of business event. People, products and communication form the focal point of this unique trade fair, which has made a name for itself around the world with its workshop concept. Open, transparent stands of defined sizes, built with standard modules, invite visitors to come and discover exhibitors’ products and give even smaller companies the opportunity to make an impact. Forum areas with catering provide an opportunity for exhibitors and visitors to relax and talk on a more informal basis. Parking, admission and catering are free for visitors. ZOW provides an ideal opportunity to do good business, as only company decision-makers are invited.

Exhibitors book an all-inclusive package that includes all the necessary materials and services: stand area and exhibition modules, carpeting and ceiling, lighting and power, parking, security service, listing on the website, advertising and PR. The trade fair organiser, Survey, organises everything, making it as easy as possible for the exhibitors. On the day before the trade fair starts, all the exhibitors have to do is effectively arrange their products on the stand modules, which are selected in advance. Service par excellence.

ZOW in Turkey is the seventh ZOW venue worldwide, in addition to Germany, Italy, Spain, Russia and China (Shanghai and Shenzhen). Turkey has always been considered the gateway to the Middle East, which includes high-output furniture-producing countries like Syria, Jordan, Iran and the United Arab Emirates. With a multitude of large construction projects, the UAE already offers particularly good sales opportunities for international supplier companies. Istanbul – the place where East meets West – is the ideal starting point from which to break into these markets. ZOW offers the ideal platform for this.