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Mid Eastís mega projects create heavy demand for innovative flooring

Competition amongst Middle East real estate developers to complete signature landmarks is spurring high demand for innovative flooring to help differentiate interiors, according to the Dubai-headquartered Association of Professional Interior Designers (APID) - which is fast on track to becoming the region's regulatory authority for interior design standards in the next three years.

According to APID, regional property developers are increasingly looking for ways of differentiating their product by creating greater interest in flooring, hard surfaces and the materials, colours and finishes that contribute to versatile interior designs. "As region-wide projects reach the interior design stage, there is now heavy demand for all types of innovative flooring solutions to keep pace with the diverse range of wall and ceiling elements, not to mention lighting and audio visual applications," according to Kenneth Laidler, President, APID.

"The concentration of mega projects in the UAE is strong and has placed emphasis firmly on design. The region is rich in creative talent, and this boundless imagination combines with visionary clients to produce some of the most fascinating interior spaces . It seems that in design terms bigger is often regarded as better, which may result in huge interior spaces. The bigger these spaces get, the more they become a critical design component, and to fill those spaces correctly the more innovative flooring solutions are sought. The next markets to witness this rapid growth will be Qatar, Oman, Kuwait and Morocco."

Laidler was speaking as APID lent its official support to DOMOTEX Middle East - the specialised carpets and flooring exhibition - which runs at the Dubai World Trade Centre (DWTC) from June 11-13. APID's members are being actively encouraged to attend the show and absorb all that's new in the world of flooring.

"As interior designers, we require a very up-to-date palette to work with and are always hungry for new and unique materials and concepts. Regional demand for aspirational and functional interior design is extremely intense so we need to keep abreast of new products and techniques," said Laidler.

The APID President believes increased regional interiors activity also means the Association needs to press for best practice standardisation through the Middle East - beginning with the UAE - to ensure quality standards. "Vertical industry events, such as DOMOTEX Middle East are integral to the standardisation drive", says Laidler.

"Although still young, the Middle East markets are maturing at an astounding rate, and the time is right for the regional interior design profession to learn from, and align itself with, best practice as recognised by other professional interior design associations the world over," he said.

Surging Middle East flooring demand has helped fuel huge growth in DOMOTEX Middle East - with the 2007 edition expected to take up 30% more exhibition space than last year's highly successful inaugural event. New-to-market exhibitors feature strongly in an exhibitor profile which now spans companies from 36 countries.

Among show newcomers is Ideal Legno SRL, an Italian leader in pre-finished and traditional wood flooring, which has fashioned new products specifically for the region to launch at DOMOTEX Middle East.

"We have taken regional tastes into consideration in engineering wood flooring with gold, silver and bronze leaf on top," explained Martina Lando, the company's Export Officer. "The level of this investment is in line with our belief that the Middle East could be a promising and thriving market for us.

"The Gulf in particular is, and will be, an attractive market for a lot of producers if we consider the rapid growth and development of the last five years. I do think the future will bring big opportunities for many - it all depends on how you stand out and become competitive."

Meanwhile, another DOMOTEX Middle East newcomer, Green Vision International of Saudi Arabia will launch itself into the market with a new range of sports and landscaping artificial grass flooring.

"We will be demonstrating these products and will have our top management on hand to gain brand exposure and introduce ourselves as a new player in a very important market," said Khalid Jaberah, General Manager. "We anticipate our key markets will be the entire GCC with particular emphasis on Saudi Arabia."

The powerful DOMOTEX brand, which now operates in Germany , China and Dubai , has a compelling reputation as a window to the world of flooring. Angela Schaschen, representative of Deutsche Messe in Hannover, Germany, one of the world's top three trade show organisers, which is behind DOMOTEX, said the 2007 event in Dubai will live up to the brand promise.

DOMOTEX Middle East, the largest and most successful trade show launch in the history of the Dubai World Trade Centre (DWTC), is set against a background of surging construction activity throughout the Middle East. According to industry analysts, over US$ 1 trillion worth of projects are currently planned or underway throughout the six Gulf Co-operation Council States of the United Arab Emirates, Bahrain , Oman, Kuwait, Qatar and Saudi Arabia.

DOMOTEX Middle East has the official support of the UAE Contractors' Association, the Association of Professional Designers, the Government of Dubai, the Department of Economic Development and the Dubai Chamber of Commerce & Industry. It is held under the patronage of His Highness Sheikh Ahmed Bin Saeed Al Maktoum, President, Department of Civil Aviation, Government of Dubai and Chairman of the Emirates Group.

About Deutsche Messe

Achieving annual revenues of over EUR 220 million, around 790 employees, 60 agencies abroad and an exhibition centre with a superb infrastructure totalling over 1 million square metres of space, Deutsche Messe - based in Hannover, Germany, is among the world's foremost trade fair companies.

Deutsche Messe develops, plans and runs approx. 50 trade fairs and exhibitions in Germany and abroad.

The main emphasis continues to be on flagship international trade fairs for capital goods. The aim of these trade shows is to represent the latest markets and highlight international market trends. They are also a forum for applications-oriented demonstrations of the latest technology, as well as new launches of cutting-edge technologies and presentations of the latest research findings.

From Australia to Brazil , from the USA to the People's Republic of China, from Singapore to Turkey : in all these regions Deutsche Messe and its six overseas subsidiaries, plus more than 60 foreign representatives, will continue to open up new sales opportunities for their customers in the future. This global network, supported by experienced project teams from Hannover, is responsible for overseeing preparations in the run-up to the event, organising and staging the event itself and providing communications support throughout. At present there are 116 members of staff working abroad for Deutsche Messe.

Apart from its competence in running international trade fairs and the unique capacity of its exhibition centre, Deutsche Messe offers exhibitors an excellent range of quality services, ensuring the best possible support before, during and after the show.

Contact Details
Name Nick Langmead
Job Title Account Executive
Company MCS Action
Telephone 971 4 3902960




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