DOMOTEX – SCHMIDHUBER

Framing Trends

New brand mission statement for DOMOTEX

The traditional trade fair DOMOTEX is not only the industry meeting place for floor coverings, it is also an important source of inspiration for the staging of surfaces. This quality is the essence of the trade fair and should characterize the appearance of DOMOTEX more strongly in the future.

In 2018, we were commissioned to develop a complete new orientation and establish it for the next three years. This is how the FRAMING TRENDS concept came into being – a center for innovations and trends that can be revisited every year.

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The boundaries are always moving. These days the focus isn’t on products, but on the range of possibilities they represent. Trade fairs must drive these trends forward—bringing together experts from the industry and qualified know how. And this is exactly why the “Framing Trends” area in Hall 9 was created.

Andreas Kienle | Partner at SCHMIDHUBER

Unique Universe

Since then, a guiding theme has been defined every year, which determines communication at all levels and makes it tangible. Derived from the megatrend “individualization”, the central theme in 2018 was UNIQUE YOUNIVERSE – the opportunity to create a distinctive, personal ambience with unique pieces.

The interactive presentation of art and creativity particularly characterizes the fair: exhibitors, designers, universities and students as well as artists design their creative ideas on the current theme in 21 frames every year. The installations are as artistic as they are playful or even didactically rational.

Create 'n' Connect

For the second year, we are taking up one of the latest trend topics: Connectivity. Everyone is talking about it and it is probably one of the most powerful megatrends of our time. Digital communication technologies are fundamentally changing our lives and giving rise to new lifestyles and behavior patterns.

In 2019, under the central theme CREATE ‘N’ CONNECT, the significance of this development for the flooring industry was demonstrated.

Atmysphere

Derived from the “health” megatrend, the new ATMYSPHERE theme in 2020 was focused on all those properties of flooring that contribute to well-being as well as naturalness and sustainability.

The presentation of environmentally friendly materials and manufacturing processes as well as sustainable products shows the rich design possibilities for improving the quality of life and room atmospheres.

Corporate Design

An image composition consisting of the graphic “frame”, an emotional, inspiring image motif and the title communicates the current key theme as a key visual on title pages, posters, advertisements and interfaces.

FRAMING TRENDS also determines the visual appearance in the third dimension: a catchy frame that loosely embraces the individual with an open side. Unmistakable by the color accents and the conciseness of the title-giving trend topic the visual communication creates attention for the DOMOTEX and establishes the mark as trend organ.