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Celebratory atmosphere in Bad Salzuflen!
ZOW 2010 brings together the Industry in East Westphalia

Despite the cold weather, snow and ice, the ZOW supplier fair for the furniture industry and interior design, which took place in Bad Salzuflen between 8 and 11 February 2010, was extremely well attended. 663 exhibitors from 35 countries attracted a considerably higher number of trade visitors to East Westphalia during the four days than in 2009. The number of admissions, which came to around 19,000, was higher than for a number of previous ZOW events. In addition, a further 11,500 visits, most of which occurred on the third and fourth day of the fair, were made by exhibitor teams visiting their suppliers.

ZOW 2010, which was a key barometer for the mood in the industry as the only supplier event this year, was characterised by good discussions and promising business. “For me, ZOW is definitely the most important furniture supplier fair, because I get a complete overview of the industry in a short space of time,” says Per Berggren, Category Leader at Ikea. “Simply put, this fair is extremely efficient,” he adds. Jörg Seehagen from Bünde/Germany, who exhibited with his surface-manufacturing company at a joint stand with BAFA, is also satisfied. “It is fantastic that young companies at ZOW are supported by the state and therefore have the opportunity to exhibit in Bad Salzuflen. The Friday after the trade fair the first order landed on my desk.”

More than two thirds of the visitors to ZOW came from German-speaking countries, while the final third came from further afield. An interesting development was the high number of visitors from Great Britain, Scandinavia and Eastern Europe (Poland, Russia, the Czech Republic) – markets which were to a certain extent disproportionately affected by the economic crisis. Trade visitors from these countries therefore used the opportunity at ZOW in Germany to find out about the latest products and nurture key contacts in the industry. But the number of architects, designers and interior design companies attending the event has also risen. Totalling around 2000, the number of visitors from this segment also increased substantially compared with the previous year.

As always, the suppliers and their product innovations formed the focal point of the event. There were outstanding developments in glass and surfaces, which can be given a touch of complete individuality using modern digital printing and therefore open up new areas of application. The diversity in light systems is second to none. Light in and on furniture and on glass elements and mirrors is more in demand than ever before, effectively setting off interiors and furnishings. LEDs have become an extremely popular choice and offer impressively high lighting levels, low heat radiation and a long service life. Integrated attenuation is the key word for fittings. Cupboard doors and drawers should open as quietly as possible, and the required technology should be virtually invisible.

ZOW Trend Lab in Hall 23.1

In the ZOW Trend Lab in Hall 23.1, everything revolves around the industry’s topics for the future. In the Architectural Lounge, the meeting place for architects and designers, Thomas Bade, Managing Director of Universal Design GmbH from Hanover, showcased some of the exciting new products in this fascinating design discipline. There was plenty to see here, from rotary bottle openers to swivel-mounted vacuum cleaners. The a-lounge was also the starting point for the popular guided information tours around ZOW that focused on new materials, lightweight construction and sustainability. In the igeL lightweight construction area, 15 member companies of the “igeL” lightweight construction association showcased the latest design solutions. With the newly formed “Leichtbauoffensive OWL” (“OWL lightweight construction campaign”), igeL wants to help this concept become more established in East Westphalia's furniture industry over the next three years. The special MaterialZ show invited ZOW visitors to discover the world of new materials and the M Technology Award 2009 exhibition showcased a selection of the best supplier innovations from all over the world.

ZOW 2010 has once again proven its claim to be the trend barometer and business event for the furniture and interior construction sector. And it remains the year’s top trade fair for the furniture cluster of Ostwestfalen-Lippe at the heart of Europe, even disregarding the international visitor presence. The next ZOW will run at the usual time and place – from 14 to 17 February 2011 at the Bad Salzuflen trade fair centre.