The sales situation is looking very promising indeed, and the stand spaces for ZOW in Bad Salzuflen from 14 to 17 February 2011 have already been snapped up. Hall 21 is pretty much booked to capacity, as a great number of traditional ZOW exhibitors have booked larger stand spaces. In contrast, Hall 20 has become the forum for many of the sector's specialists, who time and again cause a stir with innovative new products. In 2011, ZOW is widening its product range to include textiles. Under the name "Fabrics by ZOW", organiser Clarion Survey is, for the first time, giving suppliers in the seating and upholstered furniture industry the opportunity to exhibit at ZOW in Hall 22.1. "MOW moving to May has allowed us to integrate this interesting product segment into ZOW. After all, the February date fits in perfectly with the product development cycle in the seating and upholstered furniture industry," explains Peter H. Meyer, Managing Director of Clarion Survey.

From 2011, the ZOW product range will therefore include covering materials, leather, artificial leather, microfibre materials, knobs, yarns and technical fabrics in addition to the traditional portfolio of materials, fittings, surfaces, semi-finished products, elements and products for interior design. Many purchasers and product managers from the seating furniture industry already come to ZOW. Thanks to the specific range of products on offer for the seating and upholstered furniture industry, they will now be even better catered for.

In interior design for commercial property is becoming one of the key growth segments in the supplier industry, which is why more focus is being placed on architects and designers as well as the furniture industry. Since 2007, Zuliefermesse Ost-Westfalen has provided this visitor group with an extensive specialist programme in the Architectural Lounge. More than 1,000 architects attended ZOW in 2010 and seized the opportunity to find out about the design innovations in the supplier industry. They can expect a similarly attractive offering in 2011.

Lightweight construction show at ZOW 2011

A key component of the fair is the lightweight presentation given by leading companies in the supplier industry which are organised in Interessengemeinschaft Leichtbau (igeL). In 2011, this will take place as a "show in show" in Hall 22.2. "With the stand sizes typical of ZOW, the format has become much bigger than before and visitors can expect a lot of interesting new products," enthuses ZOW Trade Fair Manager Horst Rudolph. The stand modules are produced by the igeL member companies themselves using the lightweight construction procedure. Exclusive application objects effectively set the scene, while machine manufacturers cause a stir on an action zone with smaller productions. A particularly aesthetic design rounds off the topic nicely.

ZOW with a smartphone app

ZOW is the first trade fair in the furniture/ furniture accessories industrial segment to make available a free smartphone app. It can firstly be used as a service tool with exhibitor lists, visitor information, hall plans, directions, car park plans, menus for the ZOW restaurants and much more, and secondly as a free marketing tool for exhibitors, as Margarete Meyer, Marketing and Communication Manager at Clarion Survey explains. This new feature is, in a nutshell, service par excellence and corresponds to the user habits of many visitors to the fair. All in all, ZOW is keeping up with the times and taking its modern approach beyond the trade fair halls.

Source: ZOW