VIEW Newsletter - December

Pyramid Products
Unique carpets from FLOR by Heuga
Eco Interiors
The rise of Abu Dhabi

Pyramid Products

Designer Max Clements will showcase his new designs, in collaboration with a host of leading Egyptian companies at Interiors Birmingham this year, alongside original pieces from the Egyptians themselves. With Cairo rapidly becoming a hub of creativity, Interiors Birmingham will offer a platform to see the latest projects underway in the Egyptian capital, giving Cairo its well deserved position on the design world map.

There are big developments for the Egyptian Pavilion this year as it moves to a key site in Hall 2 (stand D21) The focus is very much on Egypt’s growing role within the international design scene, as well as the rapid development of its manufacturing capability.

This year a group of innovative Egyptian manufacturers will launch a series of completely new designs developed for the show. The companies - Ivanco, Mohm and Arket will be presenting a highly original collection of pieces that include contemporary cabinets, beds and upholstery, aimed at both the retail and contract markets. UK designer Max Clements has developed the new furniture designs for the companies and also the design concept for the stand. Other companies featured on the stand will include El Chark, Al Cazar, Nadim, La Roche and Fayek.
According to Max Clements, Cairo is rapidly becoming an international centre for creative design, as well as a sourcing destination for furniture and home furnishings. A clear sign of this are the series of design and industry workshops now underway in Egypt, teaming up young design talent with manufacturers and internationally renowned designers around the world.
Organised by the Egyptian Export Council and the International Modernisation Centre, the project kicked off this November and will showcase its results in Milan next April and then at the Furnex event in Cairo in June. The very latest news on this innovative project will be previewed at the Egyptian Pavillion at Interiors Birmingham.

Unique carpets from FLOR by Heuga

FLOR by Heuga will be supplying their innovative carpeting to the entrance halls of Interiors Birmingham 2009. One of the most established brands in Europe, FLOR by Heuga are known not only for their product’s functionality, but for their added design value. Their unique carpets can be cut and laid individually, making each carpet different from the next. Consumers are encouraged to combine colours and textures to create their own unique design.

FLOR by heuga’s story…
FLOR by heuga is one of the most established brands for consumer carpet tiles in Europe. FLOR is modular, meaning it can be laid and cut exactly to create your own unique carpet. This gives consumers the opportunity to combine colours and textures to create their own unique floor.

Over the last 12 months the brand has embarked on a major transformation with a pan European marketing campaign in leading interior and lifestyle magazines which aims to transform the brand image from one of functionality to added value design.

At Interiors Birmingham in the Design Interiors hall FLOR by heuga will present with The Inspiration Studio, as part of collaboration between FLOR by heuga and partners. The company is looking for visionary entrepreneurs who want to benefit from the marketing efforts of FLOR by heuga and who are prepared to collaborate in a true partnership between industry and retail. The collaboration is built on these elements:
- Inspiration Studio
- Joint Marketing
- FLOR by heuga Academy

FLOR by heuga will also supply some of the flooring at Interiors Birmingham. On the floor you can find WarmWelcome – Homecoming and Heuga 725 - Silver. Visit their stand D51 for more information.

Eco Interiors

As the industry goes greener, so does Interiors Birmingham!

One of the Interiors Birmingham furniture exhibitors, Ecofurn, demonstrates how a company is able to trade successfully, whilst also considering the envirnoment, by sourcing the wood for its beds from sustainable forests and donating 10% of its profits to the Tree Aid. This charity supports communities in rural Africa through forestry-related projects and has raised more than £5.2m since it was established in 1987, directly benefiting more than 300,000 villagers. You can visit Ecofurn in Hall 5, stand F62 for more information.

This eco-theme will continue into the seminar theatre with a lecture from Charlie Browne, Environmental Manger at IKEA, who will be presenting "Low price but not at any price", a valuable seminar summarising IKEA’s work on environmental issues. Charlie has worked in the environmental field for 10 years and has been instrumental in increasing the store’s recycling levels to 76%. His knowledge on the subject is sure to attact many envorinmentally conscious visitors.

With that as our inspiration, Interiors Birmingham set about reducing the amount of paper used in one of it’s key areas, the International Media Centre, by replacing the standard paper press packs with digital press packs. This year, all exhibitors will be asked to provide their press information electronically, this will then be transferred onto a branded Interiors Birmingham USB stick, and given to each member of the press. This initiative was tried and tested at KBB 2008 with great reviews from each and every journalist.

The rise of Abu Dhabi

Abu Dhabi may have been chasing Dubai to the headlines for some years, but it is now that the capital of the UAE is at the forefront of design. With so many iconic designers involved with the growth of the region and the market nurturing the top-end of interiors, Abu Dhabi is set to become the most cultural and dynamic Emirate of the seven within the UAE.

Abu Dhabi, the capital and design giant of the Emirates is increasing its pull on the region with some of the most extravagant projects ever seen. As the wealthiest emirate, Abu Dhabi can now boast a number of large-scale developments such as Saadiyat Island, the new cultural hub which will accommodate the Guggenheim and the Louvre museums. The Formula One Grand Prix track, a nuclear power plant and the creation of a renewable energy city are just some more of the plans in place for this incredible city.

Although only 160km apart, the differences in the two cities agenda’s is increasingly noticeable. Dubai is the ‘Las Vegas’ of the region, Abu Dhabi the cultural and design capital. Abu Dhabi’s status is built on a detailed and sophisticated city plan, the accumulation of wealth has been steadily growing in the background and only now is their reputation putting them on the design map. Targeting the high-end of the market, Abu Dhabi definitely has the cultural edge with goals to raise the profile even more so.

Leading designers involved within the region such as Zaha Hadid, who has designed one of the bridges linking Abu Dhabi to the mainland, and Frank Gehry, who has designed the new Guggenheim, indicate that the construction boom in Abu Dhabi has all the experience of the best architects behind it. The government’s urban plan hopes to increase the population from 1.4 million to more than 3 million by 2020, tourist numbers to exceed 2.7 million per year and more than 200 additional buildings to be completed before the end of 2009. These developments are driving substantial opportunities for design agencies, architects, interior companies, retailers and contractors to be involved in this current demand.

For the perfect opportunity to source design-led furniture, kitchens and bathrooms, flooring, lighting and office furniture, Interiors UAE, the leading design event for the Emirates and wider Middle East returns to ADNEC from 29th March – 1st April 2009. The ONLY international trade event held in the capital of the UAE, will provide manufacturers and suppliers of the finest interiors, the ideal setting to gain access to the most affluent interiors region in the world.
The sophisticated capital of Abu Dhabi is miles ahead in the design stakes of its Dubai sister. Interiors UAE will provide the perfect showcase for the latest interior products and will also host an impressive line-up of speakers as part of the informative seminar programme. With so many iconic designers influencing the construction within the region, visitors can expect to hear of the very latest projects being carried out, trend forecasts for the coming seasons and other fascinating presentations, providing yet another reason to attend this first-class exhibition.

For more information about exhibiting at Interiors UAE, a fantastic opportunity for companies globally, please contact Cheryl Fraser on +44 (0)20 79218380 or email cfraser@cmpi.biz
www.interiorsuae.com