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Exploring the new Domotex with Schmidhuber

Perhaps you think you know the Domotex, the annual flooring trade fair in Hannover that claims to be the largest B2B fair of its kind. But even for regular visitors, this year's Domotex is different.

Redesigned by the award-winning brand architecture agency Schmidhuber, the new Domotex had more of an event character than ever before. The center of attraction is the Framing Trends stage in Hall 9, which featured a mixture of curated stands, an event stage and individual art exhibitions. We spoke with a few participants in Hall 9.

Susanne Schmidhuber, Schmidhuber

Schmidhuber started out in 1984 as a classic architecture and interior design company. Over the years we have specialized in the creative staging of brands in different spaces. Nowadays we are more of a mix of brand communications and design agency. It all began with a trade fair concept for Audi at the IAA.

Our core business is still brand staging at trade fairs. Around one-and-a-half years ago Domotex asked us to develop a new brand concept for them, to be established over the next three years. We created the Framing Trends showcase in Hall 9 as a way of bringing together industry experts and professional expertise. This special 3,500 square meter space allows various exhibitors, designers, universities, students and artists to present their creative ideas on the topic UNIQUE YOUNIVERSE, based on the megatrend Individualism. The feedback from colleagues was highly positive.

Each year, a new megatrend will be showcased in this space. The topic for 2019 has already been decided and will only be announced in March. I am very much looking forward to building on the excellent collaborations with artists and universities.

André Nakonz, University of Hannover

I am a guest professor in the Interior Design faculty at the Hochschule Hannover and I supervised the projects on the topic "Flooring of the Future" along with my colleague Suzanne Koechert. The students and I are delighted to exhibit our projects here and to have the opportunity to make contact with manufacturers.

All projects exhibited here make some use of bionics: One floor cleans the air with a core made of merino wool. Another changes its color and texture when touched. We have also developed even more experimental projects, such as a floor that acts as a guide for visually impaired people and a wooden floor burned by liquid glass.

The projects were challenging for the students as most of the design projects were more focused on the overall architecture rather than the individual products. The students had to come up with new design strategies. They enjoyed the experimental approach and having to develop a prototype.

Holly Becker, Blogger at decor8

What I noticed about Domotex this year was the Framing Trends hall and how innovative and inspiring it was there. I loved seeing the “Universe in a box” by the different designers who participated in that installation, and also the great bloggers lounge and of course, the stands that showed trends, rugs that won awards, interesting themes and displays from young designers and gorgeous contemporary rug makers – and there was a big focus on handmade – this hall was really the “hub” for me and really motivated me to also explore the other halls because I felt like I got a good overview and education the framing trends hall which made me curious to see what was happening all over the fair.

View more details about Holly's impressions of the Domotex in her blog: decor8.