Understanding new markets, bringing impetus to new markets

The ZOW Lighting Forum will be curated by Elmar Schüller, founder and initiator of the Innovative Living Institute

[Bad Salzuflen, 14 January 2015] Whether at home, in stores or integrated in furniture - efficient light-emitting diode technology (LED) and state-of-the-art control engineering have opened up new possibilities in the field of lighting design. OLEDs (organic light-emitting diodes) are already being celebrated as the new generation of lighting, which produce light over larger areas and can be produced in any structure and pattern conceivable. The purpose of these innovations is not merely to demonstrate the technical expertise of the lighting specialists. They also offer users noticeable value added on account of their flexibility in a variety of applications while using little power. But what are the requirements for meaningful innovations and what factors need to be taken into consideration in their development? These are some of the questions which will be answered by Elmar Schüller, Founder and Director of the Innovative Living Institute (ILI), at the forthcoming ZOW where he will be curating the Lighting Forum.

Hardly any other sector is currently experiencing such radical change as the lighting industry - according to ZVEI, a new LED generation comes about every six to eight months while swiftly established technologies disappear from the market. The process of development and design is now focusing to an increasing extent on human beings. The central issues addressed by the Lighting Forum at the forthcoming ZOW will be the way in which new lighting technologies are tailored to people's needs, which demands are placed on innovations and which new opportunities are being opened up.

"Changes in society as well as a shift in values and culture bring about changes in criteria in relation to quality", explains Schüller. "Completely new requirements are created and attitude acquires a new significance." In view of the two financial crises, impending bottlenecks in the supply of raw materials and a democratic system in need of a shake-up, self-fulfillment and communication have taken the place of wealth and ownership. "The distinctive feature of design lies within the context of social significance", states the established innovation, design and business expert, who over the past few years has been involved in various projects, including the development of the prestigious "red dot award" to become an internationally recognised accomplishment. "It is only with new technologies that innovative products and solutions in the field of lighting can be created. And if these products and solutions are a reflection of our culture and these requirements change, then this means that new, intelligent answers and products need to be found to satisfy these new needs. Only when we understand people's needs will we be able to create smart solutions for these requirements."

ZOW in transition
The Lighting Forum is not only directed at lighting experts, who will once again be gathering in large numbers at ZOW, but also at architects, designers and planners.
Trade fair organiser Clarion Events Deutschland is expecting a total of around 190 exhibitors at the 21st edition of the international fair for suppliers to the furniture and interior design industries. These companies will include industry giants operating on the international market such as Westag & Getalit, Elektra, L&S, Kronospan, Ninka, Schwinn or Hailo, which will be taking part in the event once again to demonstrate in impressive fashion the capability and innovative strength of the sector in Halls 20 and 21 from 9 to 12 February 2015. Supply companies from abroad will account for 44 percent of the exhibitors, while German companies will account for 56 percent.

In view of the new orientation of ZOW, Horst Rudolph, Director of the event organiser Clarion Events Deutschland, is confident: "This year will see some fundamental changes and it is a well-known fact that the acceptance of new concepts takes time. Furthermore, since were unable to start with our marketing activities for ZOW until very late, we are all the more pleased with the consistently positive response from our exhibitors and visitors who have registered for the event. Absolutely everyone has confirmed that we have hit the nail on the head with the path we have chosen in the form of trend_works as a special format for furniture design and the focal issue of the show, the individualisation of serially produced furniture. After just five months of marketing, almost 200 exhibitors paint a clear picture, particularly as some of them had had alternative plans for the use of their budgets - in this respect, I am delighted that so many suppliers will be taking part in the show in order to lend their support to the reorientation of this important gathering of the sector in the heart of Eastern Westphalia."

The poor overall economic situation, which is posing considerable problems for companies in many parts of Europe and acts as a restriction on their financial scope, was not helpful either. "The economic situation is extremely tense in some of the core target markets of ZOW", explains Rudolph. "This, of course, affects the willingness of our exhibitors to make investments, and is the reason why not only small companies but also major suppliers have opted to completely dispense with participating in trade fairs this year. However, the large number of positive reactions to our improved trade fair format makes me confident that ZOW will have regained its well-known signal effect by 2016 at the latest and most of the players in the industry will be back on board." Some initial facts are already apparent: It has been possible to attract some entirely new product groups and exhibitors on account of the strategic reorientation of ZOW, such as Igus GmbH, an enterprise specialised in lubricated plastic bearings and energy feed chains, the company Gorenje with industrial sink units or Roland DG with its 3D printers, which are highly specialised and offer considerable potential for development.

Clarion Events can trace its roots back to 1947 and takes great pride in being one of the oldest independent event organisers in the UK. More recently the firm has developed an international portfolio of brands and now has interests in a number of global vertical industries.

Clarion Events Deutschland GmbH
Ms. Viola Hoffmann
Meisenstraße 94 | 33607 Bielefeld
GERMANY
T: +49 (0) 521 96533-67
E: viola.hoffmann@clarionevents.de
W: www.clarionevents.de

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This release was published on openPR.