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ZOW 2005 in Bad Salzuflen
Focus Point for Trendsetters and Marketplace for Innovations

From 21st to 24th February, the exhibition centre in Bad Salzuflen will host the eleventh edition of ZOW in grand style! Almost 600 exhibitors from 30 countries will use the renowned B2B event to launch and promote their latest supplies to the furniture industry, knowing that it is ZOW in Bad Salzuflen that represents the trend barometer for the coming season. As the latest economic figures show positive growth in the furniture sector, the optimism displayed by all participants is well founded, but exhibitors are doing all in their power to ensure that the optimism is not misplaced.

Innovations are the icing on the cake for every exhibition, and because they are so important, ZOW presents its "Innovations Scouts" for the third successive show, in order to identify the key introductions of 2005. As early as November, this exercise started to note innovations, which will be featured at ZOW in February. By 4th February, some two weeks before the start of the show, all exhibitors will have submitted details of their most important new features and products for assessment. An eight-man jury, drawn from respected and experienced experts in the furniture and supplies industries will appraise all entries for design, function and innovation in order to identify the "Top Ten" innovations at ZOW 2005 - no easy task! Once established, the Top Ten will form the focus of the press tour on the second exhibition day, after the ZOW press conference, thus ensuring wide publicity for the exciting new features. After this, a 'flyer' will be given to all visitors to guide them to these products within the show.

What will be the trends in 2005? In frontal finishes and surfaces, once again we will see the 'Retro' move, - a look back at the past that will show us the future. The Mediterranean influence is strong in texture and colour as against so-called 'fantasy-decors', with perhaps copies of polished or ragged textures.

Generally, texture will play an increasingly important role. What appears to be promised by the visual appearance of a surface must be matched by the right texture for its tactile appeal. In this context, close cooperation between the décor material suppliers and the press platten manufacturers is crucial. Synchronised grain structure is the buzzword - used to match exactly the printed colours with the correct feel of the details of the pressed products. The latest examples of this sophisticated combination can generate completely new character into the materials.

Providing the Exotic, the Multifunctional and the Subtle

While on the one hand we have more warmth and feel from these new forms of surfacing design, the field of modern furniture is seeking a new form of simplicity. In this part of the market, strong, single colours ('Unicolours') are making headway -particularly in the darker shades (e.g. chocolate brown). Stainless steel and aluminium are being found extensively in combination and as contrast features within products - another example of the wider use of greater material mix and contrast in colour and design across a whole range of sectors.

Timbers used for finishes are showing a definite trend towards the exotic - with Eucalypyus, Zebrano and Macassar of note. The use of these timbers in a greater variety of key components provides added elegance to the latest furniture lines. The refined upper market sectors are favouring further exotic and unusual timbers like Wenge and Pear, while the old favourites of Beech, Maple, and Birch retain their popularity in the countries of northern Europe.

Fittings manufacturers, who have particularly felt the negative pressures of the last few years, are now coming back strongly with new-look fittings as the central thrust of a revival. 'Design' is the key that is opening the door to renewed dynamism in the furniture markets and this shows in the ergonomics, the use of space, and the functionality of fittings. This is particularly so in the field of Kitchens, where developments in fittings technology are influencing the function and effectiveness of the kitchen.

The Importance of the Use of Light!

Light and lighting will always play an important role in furnishing.. In this area 2005 will see further new developments in the use of LED technology, although still in its relative infancy. The use of light generally is a second major issue and one that has many subtle psychological influences. New control systems, dimmers, and selective illumination of various shapes are features that will gain further prominence in the near future.

ZOW 2005 in Bad Salzuflen is destined again to be the key meeting point for trendsetters in the industry and the venue for the decision makers to discover and utilise new ideas. Turning the ideas into business is the proven achievement of ZOW's open marketplace atmosphere. This exceptional exhibition is organised by SURVEY Marketing + Consulting GmbH & Co. KG, based in Bielefeld.

SURVEY Marketing + Consulting GmbH & Co. KG (Germany) is a company specialising in marketing consultancy in the b2b sector, with particular emphasis on the furniture and supplies industries. Furthermore, the company has been successfully involved in organising international exhibitions and meetings within these industries for over ten years.