Press MoOD RSS Feed

Press release MoOD 2011 : The right customers were present

During the first two days of the fair, there was quite a lot of activity at MoOD 2011. These were intense days, both for the exhibitors and for the visitors. The stands hummed with business activity and this is probably in part the explanation for the positive, businesslike atmosphere that characterized Brussels. In view of the circumstances, all expectations were exceeded.

The above is summarized perfectly by the following comment we noted down in MoOD Report 3, the daily paper at the fair: “What I noticed is how the atmosphere is a lot more positive than last year. There is far less complaining at the stands, which also have more people in them. Most people are satisfied. There is no euphoria, but there is more than normal satisfaction!”

In 2011, visitors of fairs go about in an extremely professional way. A visit to MoOD is well-prepared, it is to the point and people are focussed. The true decision maker is the person who preferably visits a professional fair such as MoOD. This explains at the same time the very high quality of MoOD’s visitors.

MoOD 2011 was visited by 7,300 professional visitors in total.

80% of the visitors came from Europe. Belgium, Germany, France, England and Italy remain the most important visiting Western European countries. From Eastern Europe, the Russian Federation saw a considerable increase, which is also the case for Hungary. In Southern Europe, Turkey and Spain remain the key players. The Far East scores well, with positive highlights such as Japan, India and China.

The USA remains in line with the last 2 years. Mexico, Brazil and Chili score considerably well as far as Central and South America are concerned.

MoOD: the perfect host for quality

Time and again, the exhibitors mentioned that, in view of the current business climate, it is all about meeting the right and important customers. As a host, MoOD did an excellent job and this was once again emphasized by the exhibitor survey (80% of the surveys counted), where no less than 90% of the respondents are positive about the quality of the visitor.

83% of the respondents are positive about the number of contacts made. All of this results in an excellent score on the satisfaction of the participation in MoOD 2011: 80%.

Confirmation of the concept

The international breakfast meeting, which was organized at MoOD on Thursday September 15, confirms a number of fundamentals.

• The concept of MoOD is established. The fair radiates quality, in terms of exhibitors, information platforms and visitors alike.
• MoOD remains thé meeting platform for producers of upholstery, window and wall coverings.
• The first and second day of the fair were business days of a high level.
• The reduction from 4 to 3 halls is a deliberate, but succesful operation.

Under the slogan “Compact & Cosy”, indeed a deliberate choice was made to host the same number of exhibitors as in the previous edition in 3 halls. This intervention did not miss its effect and the visitor witnessed a compact and cosy fair, where doing business was a pleasant experience.

At the breakfast meeting, leading international companies are invited. These originate from the different sectors that are present at MoOD.

An information platform in every hall is received well.

This year, a choice was made to build an information platform in every hall, with a focus on Contract, Outdoor, Trends Blue Drop and Innovation.

Visitors certainly need specific information so they can quickly find their way to the specialists among the exhibitors.

The search for more innovation is an evolution we already saw last year. It is crystal clear this line is further pursued.

For a detail overview of Blue Drop Labels & Awards click here.
For an overview of Blue Drop as a pdf file click here.
For MoOD 2011 fair images click here.

MoOD Report with an analysis and comments will be distributed in week 41.

Next appointment: MoOD 2012: Brussels Expo, 11-13 September

Flemish Masters ready for second edition

Following a successful first edition, which received an enormous amount of attention by the international trade press, 13 companies are working together again in the biennial project Flemish Masters. The purpose of this project is to once again stress the innovative force of Flemish manufacturers of upholstery, curtains, glass curtains, wall coverings, furniture and beds on an international level.

The unique way in which companies work together in close cooperation from the start of the development of a new product, is inspiring en demonstrates the dynamic qualities of these Flemish companies. The participants can moreover appeal to the Flemish Masters think tank (with renowned industrial designer Axel Enthoven as chairman). This think tank can be consulted for advice by the companies during the development phase.

The prototypes/objects that are developed within this experimental context are shown during MoOD – Meet only Original Designs – and Meubelbeurs Brussels. Both fairs are leading podiums with a wide international appeal. These realisations are shown in an ‘other than other’ press file which illustrates the innovative character of the Flemish Masters and will be distributed among the international trade press.

For Flemish Masters 2011 five objects are realised.
These are the result of the cooperation between the following companies:
- Recor Bedding NV - Deslee Clama
- Passe-Partout NV - Beaulieu Fabrics NV
- De Zetel NV - HSH Aerospace Finishes - Concordia Textiles NV
- Joli - Flocart N.V.
- Drisag NV – Orotex Belgium NV

The Flemish Masters think tank consists of:
Axel Enthoven (EADC)
Inge Van Gheel (Design Studio Inge Van Gheel) Siegrid Demyttenaere (DAMn°) Maxime Szyf (MAXIMALdesign) Marc Geysen (©-Desk Design Consultancy)
Flemish Masters is organised by MoOD – Meet only Original Designs – in cooperation with Optimo; Fedustria and Meubelbeurs Brussels.

Première:
From 13 till 15 September during MoOD - Meet only Original Designs – in Brussels Expo

Of the Sublime

Globalisation, digitisation and the emergence of new economic powers. Every individual, each company sees the disappearance of old certainties. One value however, remains unchanged: beauty.

Download this article as a MS-word document:
English Nederlands Français Deutsch

We strive for beauty in everything we do, whether it is designing or decorating. More than ever. Never before were there as many people in the west who exercised some form of art. Like no other, this illustrates the growing need for beauty and the beauty experience. This renewed focus on beauty coincides with the need for slowing down. Anyone who has an eye for beauty, will take the time to reflect, to understand and above all to enjoy. Not only the result but also the creation process itself. Even in the treatment of the matter itself there is a beauty we risk losing sight of.

Therefore, the central theme for the trend booklet that MoOD proposed to its exhibitors is beauty. Let it be clear: textiles and textile design has never been as trendy. Many young creative minds feel themselves drawn to this. They approach their creation just like Michelangelo did back then. According to him, the artwork had already been contained in the brutal matter herein. The artist only had to remove the excess. He sent a team to Carrara to search for the proverbial sculptures between the stones.

OF THE SUBLIME distinguishes three themes, each of them set out a different aesthetic beauty experience:

#1 Soul Kitchen is an appreciation of the invisible beauty of our daily surroundings. It shows an optimistic, naive and childlike view of the world. Its innocence so beautiful, that it leaves no-one untouched. It requires an openness and a positive attitude to discover the beauty that has remained unexplored for too long because in our rush it has passed us by. Soul Kitchen is a search for the soul and the beauty that can be found in your own "kitchen".

#2 <H>UGGS stems from the honesty and deep respect for the brutal matter. The materials remain true to themselves while the design is thoughtful and tasteful. A design that is reminiscent to the brutalism of the 50's to the 70's. <H>UGGS draws its added value from the inertia and the genuine quest for perfection. The creations are often handmade and are exclusive to say the least. Many traditional techniques have been forgotten with emerging technology. Strangely enough it is also technology that is responsible for their comeback. The story behind this, is an integral part of the product.

#3 UTOPIA searches for the elusive beauty. The utopian beauty in the purest sense of the word. Because we are now witnessing a new golden age of science. Science and beauty go hand in hand because science and beauty belong to the rare certainties of our time. Unseen images from the beautiful, elusive universe are brought closer by the Orbiter Cassini and we are on the verge of deciphering the secret of the few seconds before the big bang. UTOPIA also teaches us that indigo, as described by Newton, was a colour that is somewhere between blue and violet but that is almost invisible to the human eye. Thus, Utopian. It is therefore very appropriate that this colour belongs in UTOPIA.

Colour me beautiful

Each theme comes with a specific colour palette that is available on MoOD's website.. Below we already provide you with an overview.

Indigo is a key colour. Blue is the colour of honesty. But indigo's story begins with a vegetable dye that was already being copied synthetically in 1897. It is a colour that plays an important role in both Soul Kitchen as well as UTOPIA. White with its inevitable counterpoint in shades of black is also rising fiercely. It is the most honest and purest contrast and inevitable in this theme.

We also see earthy colors like browns that tend towards deep reds, which are strongly connected to soil. To create a real experience of brutal rust , they sometimes approach the delicate sienne brûlée. But there are also pale washed browns which tend towards beige. And orange. A dynamic accent reminiscent of tangarine.

Green disappeared a few years ago, as suddenly as it arrived on the scene. There was too much hype, and trendsetters soon lost interest. But green is back. Different, more honest and above all very modest.

Niek Deprest
MoOD Trend Coordinator

MoOD 2011: cosy, compact and legible

What will the third edition of MoOD 2011, the fair which takes place on 13, 14 and 15 September in Brussels Expo in Belgium, bring? The answer to this question consists of two parts. On the one hand, MoOD (Meet only Original Designs) relies on its known basic principles; on the other hand the organisation meets the demand of both visitors and exhibitors for the creation of a better and more dynamic environment. In this way a cosier, more compact and more legible fair comes about.

Download this article as a MS-word document:
English Nederlands Français Deutsch

Three halls

During MoOD 2011, three product categories are highlighted: upholstery fabrics, window coverings and wall coverings. During this very internationally oriented fair, it is only producers who show nothing but own designs, for both the residential and the contract market. Keywords are quality and selectivity.

Thus far the unaltered basis. But obviously there are a number of adjustments to the 2011 edition. One of the most striking is the reduction from four to three halls: halls 7, 9 and 11. This deliberate choice was made to use the number of square metres in the best possible way. In doing this, the spaces are better filled, the atmosphere is better, the fair stays about the same size and it is confirmed that worldwide the fair remains the biggest market forum of its kind.

Sister fair Indigo moves from hall 9 to hall Patio and the space that becomes available goes to MoOD exhibitors. Expofil Déco, which from now on is integrated as a MoOD product in hall 9, gets a new name: MoOD Yarns.

Three days + Online marketplace

During the previous edition, the length of the MoOD fair was reduced from four to three weekdays and this continues in 2011. At the same time, MoOD was also put in the market as an online marketplace and this approach is strengthened further. Specifically for MoOD 2011: the website is made ever more vivid, the ‘5 Minute MoOD’ becomes the means of communication all year long and there are the digital catalogues on the Blue Drops and the Innovation Platform. New is that MoOD for the first time can be followed on Facebook and Twitter.

Three conclusions from visitors survey

Because a fair cannot exist without its visitors it is of vital importance to know what the needs are. That is why a thorough visitors survey was conducted which led to the following conclusions: MoOD receives three types of visitors: they range from the pure buyer to those who put together a collection, to designers and prescribers... Each group has its own need for information and we respond to this.

Another conclusion: MoOD is extremely attractive as far as contract business is concerned. No less than 16% of the visitors indicate they only come to Brussels for contract and/or outdoor business, 53% say they ‘also’ come for contract. Conclusion: MoOD clearly has a much stronger position in the field of contract than other fairs.

The survey also learns that visitors attach a lot of importance to a higher legibility of a fair, which we improve on three different levels. First, the number of tools for the best possible prepared fair visit is optimized (website, smart Phone, Twitter,...). During the fair, each hall gets its own information - point of interest and finally, the legibility on the fair itself is dealt with through improvement of the signs of the stands according to sector and activity.

Effects on MoOD 2011

As we indicated, the three halls each get their own, specific accent. We look at the effects hall by hall.

Trends, Blue Drops and Belgian café in Hall 11: here space is cleared for, respectively, the trend presentation, the Blue Drops story and a ‘Belgian café’. All three of these initiatives are surprisingly different...

The Trend story is no longer told by means of a sample bank, but through a presentation from the ‘cahier’, using a concept and a colour story. For the quality label ‘Blue Drops’, MoOD 2011 chooses a selective story of ’50 labels’. The 50 best products of the fair are selected, with a feedback (and signs) towards the exhibitors. From these ‘Best of the Best’, the seven Awards are chosen, three product Awards and four thematic Awards. The Belgian café becomes a cosy meeting point ‘in the Belgian way’, with space for the informative side of things. In this café seminars are organized. New is that this space can also be used for the organisation of workshops and as a starting point for ‘guided tours’ through the fair.

Innovation platform in Hall 7: thanks to the Innovation platform, hall 7 has a complementary programme built around innovation. This breaks down into three parts: the classic sample bank and two totally new initiatives: “Stop innovating, start implementing”, illustrating the daily use of innovative products, and the Flemish Masters, taking the implementation one step further still. Flemish Masters shows six finished prototypes/objects developed within an experimental context: they are the culminating point of implementation.

Contract in Hall 9: the hall of long-term partner Trevira CS is logically the contract hall. In the middle of this hall a selection of contract collections that are present at the fair are displayed in an inspiring and guiding arrangement, as was the case during MoOD 2010.

Outdoor in the transitions between halls 7 and 11 and halls 11 and 12: In the outdoor story we strive for cooperation with the numerous leading Belgian producers of outdoor furniture, delivering the MoOD collections a suitable framework.

MoOD 2011 ‘in a nutshell’

MoOD 2011 in short? It is bound to be a fair that is at the same time cosy, compact and legible, with an impact all year through. MoOD 2011 moreover deals even better and more dynamic than before with the demands of its visitor. As a result literally every minute pays off during a visit, and this for the three days the fair lasts!

Patrick Geysels
General Manager
May 6, 2011

Flemish Masters: Where textile & furniture meet

Belgian, and more specifically Flemish companies, are not largely recognised as team players. Rather, they’re individualists with strong personalities. As such, Flemish Masters’ idea of bringing together the furniture sector and textile companies and challenging them to work together on common projects is indeed unique.

Five partnerships have been formed, a cooperation between a textile manufacturer and a furniture producer. And in one of these five projects a third player has also joined up. After two years of preparation MoOD ‘Meet only Original Designs’, the Furniture Fair Brussels, Optimo and Fedustria proudly present the textiles, furniture and objects that the participating companies have developed together, simultaneously and in perfect harmony. The first public presentation will take place at MoOD and during the Furniture Fair Brussels 2011.

My thanks go to the manufacturers who gave their trust to this project; to MoOD, the Furniture Fair Brussels, Optimo and Fedustria that took the initiative; and to my colleagues of the think tank, Inge Van Gheel, Siegrid Demyttenaere and Marc Geysen.

Axel Enthoven - Enthoven Associates Design Consultants
President Flemish Masters think tank

Flemish Masters is organised by:

www.furniturefairbrussels.be / www.optimo.be / www.fedustria.be

For Flemish Masters 2011 five objects are realised:

Download the catalogue with all details here as a pdf file.

Or click here for the image gallery

Sleepsitting by Recor Bedding NV - Deslee Clama

Aragon Collection by Passe-Partout NV - Beaulieu Fabrics NV

Interplan Chairs by De Zetel NV - HSH Aerospace Finishes - Concordia Textiles NV

Touché by Joli - Flocart N.V.

Many Floors by Drisag NV – Orotex Belgium NV

The Flemish Masters think tank consists of:

Axel Enthoven (EADC)
Inge Van Gheel (Design Studio Inge Van Gheel) Siegrid Demyttenaere (DAMn°) Maxime Szyf (MAXIMALdesign) Marc Geysen (©-Desk Design Consultancy)
Flemish Masters is organised by MoOD – Meet only Original Designs – in cooperation with Optimo; Fedustria and Meubelbeurs Brussels.

Première:
From 13 till 15 September during MoOD - Meet only Original Designs – in Brussels Expo

Blue Drop Awards: and the winners are...

Seven exhibitors reacted very surprised when they saw us enter their stand. Most of the time, the reaction was one of disbelief and surprise: “Did we really win the Award? You must be joking!” One by one, these products are proof of the innovating power that is still in the world of upholstery fabrics, window coverings and wall coverings today. The organisation congratulates all of the winners and all of the contenders with their prizes and/or nominations. After all, whoever makes it to the last 50 is a winner anyway.

Best Window Covering: Deltracon
Impressions of my hometown Flanders

Deltracon inspired itself for the award winning window covering in 100% linen by the Flemish painter Leon Spilliaert and by typical Flemish elements such as the sea, the sky, cobble stones, the rawness ... The theme of ‘ceramics’ was added to the subtle inkjet prints. The colour variation gives a rather cold impression. Kathleen and Rudy Delchambre: “The available colours really ‘breathe’ Flanders: indigo blue, brown and grey and beige for the quality in voile. We want to emphasize that production outside Europe is not a must. The local story is important for us, because sustainability, quality and delivery terms are more certified. We are really happy to win this award.”

Best Upholstery: De Poortere Frères
Ingenious weaving technique

This fabric has been elected because of the ingenious weaving technique resulting in a very special visual effect. Marnix Ghesquière, commercial manager: “We tried to integrate a slub yarn not only in the weft, but also in the warp. An extra dimension is reached by using a black weft yarn that is not overpainted. This production process is really unique, because you get almost four dimensions here. The colours are plain dyed and the special effect is most visible in the light tones such as beige, lime, silver grey, green-brown, carmine, delft blue ... The product is most suited as upholstery fabric and mainly aims at the residential market.”

Best Wall Covering: Konrad Hornschuch
Printed animal hide looking real

This synthetic leather creates a very special result as wall covering. It looks like animal hide, but all is being printed. “We used the high quality skai Sanimalo material with a subdued tone-on-tone coat pattern”, says Bruno Lehmann, head of the Business Unit Fashion. “The natural haptics emphasizes the coat character of the material. It is available in five colours: wolf grey, cowbrown, blackbear, buffalo and camel. It can be used as wall covering, upholstery, decoration, cushions, head boards ... There is also an FR-quality that meets all European standards, given the fact that our main business is the contract market. Till now, the response we had is very satisfactory.”

Best Contract Product: De Kabels
Linen structure reflected in black print

De Kabels from Almere (The Netherlands) operates in the high end contract market. Nevertheless it is one of the last companies using the manual screen printing technique. Michèle and Rob Viool: “In the fabric ‘Square’, the natural colour of the linen has been maintained. We used a black print in which the structure of the linen is being reflected. This can only be done by hand, not by machines. The look of the linen fabric is both classic and modern. The print is also available upon silk and wool with a matt silver finish. These qualities are also very popular. We got our inspiration out of flax garbage with the same look and transferred this to the fabric.”

Best Outdoor Product: Torri Lana
As elegant and comfortable as living indoors

Torri Lana from Italy presents at MoOD its new outdoor fabric design collection DEHORS. Owners Massimo Belotti and Luca Carrara and stylist Laura Gazzaniga: “The innovative style, modern design and smooth touch make living outdoors as elegant and comfortable as living indoors. The fabrics are 100% solution dyed acrylic to guarantee maximum resistance to sunlight and bad weather conditions. The colours are bright and fresh thanks to the combination of frisè, mouline and double twisted yarn structures. There are eight different colours and nine different structures, which can all be combined.”

Best Innovation: Hyosung
Window covering woven in one piece

The jury was unanimous about this special innovative achievement by the South Korean company Hyosung. The main reason is that this window covering is being woven in one piece upon the weaving machine. “That is why Band 1, made of 100% polyester, can be installed immediately upon the window”, explain Hong Gi Lee and Hee Jin Cha. “It can be used in two positions, open and closed, and be pulled up at the same time. We were inspired by the old Korean tradition of wooden doors, which is re-enacted in this product. Band 1 is also 100% pvc-free and thus a completely eco-friendly window covering. It is meant to use in hotels, but also at home. We are really very proud of this award!”

Best Première: Hulshof Royal Dutch Tanneries
The first genuinely organic leather

Hulshof Royal Dutch Tanneries presents at MoOD 2011 the first genuinely organic leather in the world: ‘Puro’. “We are specialising in bullhides for furniture, automobile, aviation and leather goods”, testifies Herman Hulshof. “We examined all of the non-sustainable chemicals in the tanning process and replaced them by natural components such as leaves and fruit. We are extremely proud about this achievement. Our condition for success was that within a foreseeable period, the leather had to be converted into compost. All of the tests demonstrate that Puro meets that requirement. Of course we are happy to claim that we are the first nature-friendly tannery in the world.”

Inspiration MoOD 2011

Of the Sublime: Social networking is changing the way we view the world. Influences come and go at a fast clip. Our hunger for the new thing is even more insatiable than ever. Online you are a drop in the perpetual river of information, flowing ever faster and closer to the surface. It is channelling the world and defining the new aesthetic norms.

Download this article as a word document:
Nederlands English Francais Deutsch

And then you have the ecological shift we are witnessing. Our unquenchable thirst always for more and newer is damaging our planet. We have to start consuming less. But can we do it?

We only find comfort in sustainable, durable, high-quality products. The comfort of beauty. That beauty can be found in a craft that is slowly being elevated to a status symbol. While the masses still think in terms of consumption, a small group of trendsetters is opting for a more sustainable approach to consumption.

Of the Sublime is about the resurgence of beauty in three themes:

#1 Soul Kitchen is the appreciation of subtle beauty that surrounds us every day. Look at how young people deal with pictures on the web and you know exactly what we mean. The copy/paste culture in which they take generic Internet pictures and turn them into humorous new creations is a prime example of Soul Kitchen. Soul Kitchen refers to the soul of common things and their concealed beauty. A beauty that is driven by the masses. Sometimes naive, sometimes girly, colourful and positive and with a very new type of humour.

Soft watercolours dominate this scene. Blue is sweet, sometimes leaning towards sky blue. Granite is a newcomer, together with a kind of burnt sienna. An all-time favourite combination is girlie pink with butter yellow. And green is back, but more honest and modest.

#2 <H>UGGS finds beauty in raw materials. Materials and techniques that remain true to oneself and that have respect for the slow treatment of the fabric. It is an ode to the raw power of the fifties to seventies, when hand-crafted production and the drive for perfection were central. Honesty is the buzzword of <H>UGGS. The underlying values and the story behind the product ensure that this scene has something elite about it. The unadulterated, warm beauty refers to the popular UGGS, perfect and unparalleled, hand-made. With a nod to plush toys. Although natural materials set the tone, there is also room here for synthetic materials and recycling. Provided they don't try to hide what they are.

The colours are also honest and connected to the earth. Browns, brownish greens and deep reds that have a touch of rust. A delicate sienna brûlée, accompanied by a pale, washed-out beige. Tangarine-esque orange provides a bit of pop.

#3 UTOPIA finds beauty in the unobtainable. The utopian beauty in its purest form. We are now witnessing a golden age of science. Science and beauty go hand in hand here, because in science we find beauty that is lacking elsewhere. It is science that offers certainty. That provides solutions and delivers images from a wide universe to our living room. Just think of the spaceship Cassini exploring Titan, the sixth moon of Saturn, and successfully bringing wonder yet again to needy humanity.

Humanity has the highest expectations of science when it comes to energy and recycling. It may be the last institution that still has our confidence and that is not driven by the masses.

Blue, especially Indigo, is the pre-eminent colour in UTOPIA. The story of indigo goes back to 1897, when the plant-based pigment was synthetically copied. There is also the unavoidable black/white contrast, with black often acting as a shadow colour for a splash of violet and white being close to off-white. We have chosen an accent colour that is a dynamic but emotional counterpart: red.

Niek De Prest
MoOD 2011 Trend Coach

MoOD 2011 brings clarity

Cosy, compact and legible. Those are the three words that summarize the third edition of MoOD. Now the fair starts, we are putting these three terms under one and the same header: clarity. Meet only Original Designs has made the most of its well-known basic principles and this creates a cosier, more compact and more legible fair for both the exhibitors and the visitors. In short: MoOD brings clarity!

Download this article as a word document
Nederlands English Francais Deutsch

Well-known basis

What MoOD stands for is well-known. It is all about three product categories: upholstery fabrics, window coverings and wall coverings. The criteria these products have to meet also sound very familiar: at MoOD producers show nothing but own designs, for both the residential and the contract market. The keywords are quality and selectivity. And finally, the sister fairs are once more Indigo (hall Patio) and MoOD Yarns (the former Expofil Déco in hall 9).

Thus far the obvious. Let’s move on to the ways in which MoOD creates total clarity. First of all, we need to take a look at four accents: Contract, Trends and Blue Drops, the Innovation Platform and Outdoor. These accents are divided over the three halls MoOD consists of from now on, and the transitions between two halls. The result is a beautiful and straightforward story that is told in halls, all of which have their own theme. Whilst discovering the story in each hall, the visitor is not left to himself, neither physically, nor virtually…

Four accents

The Trends and Blue Drops accent in hall 11 tells the Trend Story in a different way than before. Here, the Trend story is no longer told by means of a sample bank, but by using a concept and a colour story. For the quality label ‘Blue Drops’, MoOD 2011 chooses a selective story of ’50 labels’, with feedback to the exhibitors. From these ‘Best of the Best’, the seven Awards are chosen, three product Awards and four thematic Awards.

The second accent, the Innovation platform in hall 7, breaks down into two parts: the classic sample bank (including the MatériO selection) and the totally new initiative of the Flemish Masters. On the sample bank, the everyday use of innovative products is demonstrated, while the Flemish Masters in turn shows five finished prototypes/objects developed within an experimental context: these are the culminating point of implementation.

The third accent is the Contract story in hall 9. This takes place in close collaboration with long-term partner Trevira CS. In the middle of this hall a selection of contract collections that are present at the fair are displayed in an inspiring and guiding arrangement.

Finally there is the Outdoor accent (transitions between halls 7 and 11 and halls 11 and 12). In these transitions, various items of furniture are provided by a wide range of exhibitors. This furniture visualizes the various possibilities the market has to offer. This year as well, the Outdoor story is supported by Dolan.

Follow the guide

If a story wants to get a grip on its audience, it needs to be told in the right way. That happens at MoOD as well, in a manner that could not be more up-to-date and by which the fair not only has an impact during its existence in real life, but also as an online market place, many months after the halls have been cleared.

All communication can in fact be summarized under one header: Follow the guide. This ‘following the guide’ can be translated in both a literal and a figurative way of speaking. Literally, there is the way everyone knows: three times a day, a guide takes interested visitors along on a guided tour through the halls.

But the ‘guiding’ is also done metaphorically, in many other ways. New is the initiative of the so-called ‘bloc notes’. Just imagine a block-calendar for each of the four accents, on which the participating exhibitors are highlighted as ‘Specialists on Platforms’ by means of a colour on a floor plan. In addition the traditional catalogue is abandoned. The only thing that physically remains is a renewed guide, complemented by maximal use of a mobile catalogue that can be consulted through the iPhone. This mobile catalogue literally contains all information you can think of, from information about exhibitors, to hall plans and news. Just like the website it remains active after the fair. The aim is also clear: MoOD lives on after the fair because we continue to provide additional information, which makes sure the commercial contacts are optimally explored later on. During and after the fair, there is moreover the use of social media such as Twitter (another novelty at MoOD) and Facebook, bringing news ‘hot off the press’.

Belgian café

Finally a new initiative in hall 11 deserves to be highlighted, because it illustrates how everything we do at MoOD must be seen as part of a ‘Best of the best’-story. In a cosy Belgian café, a meeting-place ‘in the Belgian way and serving Belgian beers’, visitors and exhibitors are welcomed all day long, but every day there is a ‘happy hour’ from 5 till 7 pm. Only Belgian top beers are served here. In other words: ‘the best of local products’ are part of an international story.

My team and I invite you to convince yourselves with your own eyes of the strength of MoOD 2011. We hope that following your visit, you will come to the same conclusion as we do: yes, Meet only Original Designs brings clarity!

Patrick Geysels

General Manager

13 September 2011

Blue Drop Awards 2011: overview

An overview of the award winners plus the motivation of the Blue Drop jury. The winners are Deltracon (BE), De Poortere Frères (BE), Konrad Hornschuch AG (DE), De Kabels (NL),Torri Lana, Hulshof Royal Dutch Tanneries (NL) and Hyosung (South Korea).

For an overview of All Blue Drop Labels & Winners visit the Blue Drop catalogue.

Download this article with images as a pdf document

Best Window Covering
Deltracon (BE)
Hall 7 – Booth D11

This window covering in 100% linen was selected by the jury for its subtle print in indigo, which is produced so elegantly that it looks as though it is done by hand. The repetition of the pattern is barely noticeable. The quality is both superior and luxurious.

Best Upholstery
De Poortere Frères (BE)
Hall 11 – Booth C10

This fabric was chosen on account of its ingenious weaving technique that produces a very special visual effect. In particular, a slub yarn is woven into the pile and there is also a slub in the weft. This combination creates a relief that visually looks even deeper because the slub in the weft is black. The fabric is not merely a technical stand-out, but is also rich and of great quality.

Best Wall Covering
Konrad Hornschuch AG (DE)
Hall 11 – Booth D14 – E15

When it is used as a wall covering, this bio-synthetic leather creates a very special effect. It looks just like real animal hide, but in actual fact is an imaginative imitation that makes high demands on the printing technique used. But for all that, there is no denying that Konrad Hornschuch is particularly good when it comes to manufacturing sustainably. The product is also well suited both to the residential and contract markets. The combination of these elements has resulted in a well-deserved Blue Drop Award.

Best Contract product
De Kabels (NL)
Hall 11 – Booth A52

It calls itself one of the last companies that does silkscreen printing entirely by hand – which is pretty remarkable for a product suited to the contract market. De Kabels opted for linen on account of this material’s natural qualities. The natural colour of the linen has been retained and black was chosen for the overprint. An unusual and daring choice.

Best Outdoor product
Torri Lana 1885
Hall 11 – Booth A47

The jury made the award both to this fabric itself, as well as to the overall concept design for this outdoor acrylic material. Its soft touch is exceptional for solution-dyed acrylic, while the design is timeless and harmonious, not to mention highly contemporary. Torri Lana also created a very carefully thought-through presentation for this collection, which very appropriately is called ‘Dehors’ – or ‘Outdoors’.

Best Première
Hulshof Royal Dutch Tanneries (NL)
Hall 11 – Booth D56

The first genuinely organic leather in the world. This Dutch tannery examined all of the harmful substances used during the tanning process and replaced them with organic products. The result is the first ecologically manufactured leather that is totally biodegradable.

Best Innovation
Hyosung (South Korea)
Hall 9 – Booth C32

The jury was unanimous about this particularly innovative achievement. This window covering is woven as a single piece on the loom, meaning that the system is ready to be hung immediately. It can be used in two positions: in the open position and in the closed position, which lets in more light. Ingenious and never seen before, in the jury’s opinion.

MoOD 2011: compact, efficient and positive

MoOD 2011 continues to build on a unique and strong concept and this pays off, for the fair proved itself to be the perfect high quality host in all areas.

The unique MoOD concept is based on a number of strong key points:

• There was a strong international and

coherent range of producers of upholstery, window coverings and wall coverings.At MoOD one only finds producers who offer original designs, which is of great strategic importance to all of the buyers: no middleman.

• Creativity and innovation:

This year, the number of premières at MoOD was bigger than ever. Premières are collections or fabrics that have never been presented at another fair. They are especially designed for MoOD. This year, there were surprisingly many of them, which immediately illustrates the creativity of the MoOD exhibitors and of course also highlights the importance they attach to the MoOD visitors.

• Quality of the visitors:

The exhibitors reaffirm that the MoOD visitor was of an exceptionally high level. MoOD was a good place for doing business, for the right customers were present. At MoOD you are at the source and the professionals know this.

• Targeted information:

The Blue Drops are becoming a norm in the market. This awarding system brings a selection of the strongest products at MoOD and at the same time provides very targeted information about the products. So do the various projects one could see this year in each hall. Trends, outdoor, innovation and contract got their own and highly appreciated forum.

More exclusive and more specialized

This is how Niek De Prest, trend coordinator at MoOD looks at things: “Those who want to bring their own collection to the market or who want to design one themselves, simply have to visit MoOD. And they did.

The decision makers that visited MoOD were not more numerous, but were more focused sourcing it. Editeurs, wholesalers, furniture manufacturers and young and dynamic companies looking for textile products with a look of their own were not only well represented, they were also extremely satisfied. This is illustrated by the visitor survey and the informal talks we had at the fair itself.

The MoOD exhibitors must be positioned at the top of the production chain, and this without any exception. The visitors know this better than anyone else. Our exhibitors moreover work together with the world’s finest textile designers and get recognition from well-known brands that are the absolute top. Add to this their technical know-how concerning weaving, their flexibility and their eye for innovation and you immediately know why MoOD is of vital importance.”

MoOD lives on, even after the fair has closed its doors

MoOD 2011 will live on for months after the fair has closed its doors. To this end, we use the most modern means of communication that are available.

First and foremost, we permanently post the latest news 1. on our website (www.moodbrussels.com). This news is also released by means of the social media Twitter and Facebook. The new iPhone app in its turn ensures the news is immediately and always available.

MoOD’s impact is made far more everlasting thanks to the 2. newsletter ‘5 minutes MoOD mail’, which is sent at least four times before the end of the year to a very large group of readers.

There are also the 3. digital catalogues of the Innovation Platform and the Blue Drops, among which the 50 best of the best were selected.