The unusual showing made by Schattdecor AG between 25 and 28 February at the ZOW furniture components trade fair in Bad Salzuflen – where the decor paper printer put over 55 decors on display – completely galvanised the 300 clients it was able to welcome to its pure white booth.
Customers particularly praised the contiguous communication concept and the idea of giving the 180-square-metre booth the form of a loft apartment in the trend colour white. Favourable comments were also elicited by the new decors put on display, with Sylvenstein Maple, Salisbury Oak in a Smartfoil version and the stone reproduction Nero Marquina in particular enabling the Thansau decor specialist to demonstrate its flair for perfect trend-inspired decors.

Before the show, Thansau's creative executives wondered how customers and the trade audience in general would respond to the unconventional presentation concept. The trade show team headed by Chief Sales Executive Hartwig Dickten, Design Manager Claudia Küchen and Corporation Communications boss Bernd Reuss was expecting a favourable reception, but was pleasantly surprised at the overwhelmingly positive response. 
As Bernd Reuss says, "By adopting an interactive form of decor presentation, we trod paths in product communication we have never taken before. In the process, we made use of schematic white furniture that revealed decors when certain elements were turned or pushed. This enabled us not only to present more decors altogether but also to purposefully draw attention to specific ones."   

By giving the 180-square-metre booth the form of a loft apartment in pure white, Claudia Küchen and her design team achieved the feat of showcasing not just one but several highly contemporary trend themes. At the same time, the trend colour white proved to be the ideal backdrop for presenting the decors and showing how well they go with solid colours in modern furniture design. 
The unusual approach of exhibiting the decors on schematic furniture, much in the way that they are used on the real thing, also enabled the decor developers to display them in horizontal formats – as on broad drawers – to best effect.
The new departure of giving the booth the form of a loft apartment also allowed the interdisciplinary design team to showcase decor solutions for the merging of living areas increasingly being observed in modern residential interiors.
For Chief Sales Executive Hartwig Dickten, the showing was thus a highly successful one, particularly as the decors and trend themes so obviously captured the pulse of the times. As he states, "The heartwood and splintwood theme launched by Schattdecor with Valais Plum found more refined expression in the form of Stromberg and Sylvenstein Maple. However, we are already thinking further; Marmara Maple, for example, is a perfect reflection of the new brown-grey trend, as the respective demand proved". The trade audience was also visibly impressed by Salisbury Oak Grey, a decor in Schattdecor's Smartfoil Real collection that displays the tactile authenticity of genuine wood veneer – the result of consummate reprographic technology.

Over 80 percent of the visitors to the Schattdecor booth stemmed from Central European markets, thus underscoring the significance that the ZOW holds for the decor paper printer. In view of this boost to its visitor figures, it was inevitable that Schattdecor registered better trade show results than in 2006, the last time it participated in the ZOW. 

The results also confirm the success of the strategy adopted by Schattdecor for German trade shows, involving as it does sole concentration on the Interzum in the years in which the biennial event takes place, and participation in the ZOW in the other years only.
The unconventional but logical booth concept also enabled the global market leader to underscore that its core competencies lie in the fields of decor development and printing. "In future, there will be a greater call for decor diversity rather than narrow choices. What would modern furniture or flooring be like without such variety? Decor development is one of our strengths alongside printing, and this is something we want to emphasise more strongly in future" rounds off Chief Executive Officer Reiner Schulz.

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In the case of any questions, please contact:

Schattdecor AG
Corporate Communications
Bernd Reuss, M.A.
Phone: ++49/(0)8031/ 275-2779
Fax:     ++49/(0)8031/ 275-2200
Email:   b.reuss@schattdecor.de

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