Decofair integral to development of Saudi Arabian design industry

4112With Saudi Arabia’s construction and hospitality sectors poised for unprecedented expansion, the need for design expertise and talent in the Kingdom is growing and diversifying at a rapid pace. Decofair, the only premium international furniture and interior design show in the Kingdom, can help nurture this talent, according to industry professionals.

Event organisers assembled over 40 design experts, buyers and interior manufacturers last month to discuss the role Decofair plays in facilitating business growth and professional development in the Kingdom. Representatives of renowned local and international brands included Roche Bobois, Kenzo Maison, Al Miro, Hansgrohe, Closet World, Creative Closets, Hidra, Jacuzzi, RAK Ceramics, International Art, Jotun, Dogtas, Fendi Casa and BoConcept, represented by Al Bunian Group. They all agreed that the event should bring together industry professionals at every level to help foster business partnerships whilst simultaneously showcasing existing design talent and offering a platform to nurture fresh, innovative design.

Saudi Arabia currently enjoys the highest market share of GCC infrastructure projects at 44.3%. Coupled by booming housing and hospitality markets, the value of upcoming Saudi projects now stands at $1.1 trillion . Whilst demand for interiors and fit-out companies continues to increase, many industry professionals have vocalised the serious issue of under-resourcing of local talent as well as issues with availability of current international design brands in the KSA market. Decofair will be instrumental in helping the local design community overcome these challenges and will support the industry’s growth.

“Decofair’s role in our industry development is crucial, and we are honoured to be part of this journey. We have been participating at Decofair since its inception in 2009. Year after year the show has offered us a great return on investment and valuable networking opportunities, and we expect even more from it this year,” said Eng. Salah Ahmed from Closet World, a KSA industry design leader who was among the attendees at the recent Decofair meeting.

Naomi Barton, International Sales & Marketing Director, Reed Sunaidi Exhibitions, added: “As Decofair continues to grow, it is assisting in opening up Saudi Arabia’s design market to an increased number of international firms who bring a wealth of increased knowledge and required skillsets to the market. Their participation continues to add value to the already high-quality projects both underway and in the pipeline, and encourages a push towards modern, international design in the Kingdom alongside impressive Islamic design that is also evident at the show.”

Taking place from 10th- 13th November at the Jeddah Centre for Forums and Events, the sixth edition of Decofair is gearing up to be the best yet. In 2014 the show will have its largest exhibitor presence on record with an array of homegrown brands and an increased international presence, including a British Design Pavilion that plays host to UK companies such as Villiers, Ultimate Rug Company, Meystyle, and Volga Linen as well as leading international brands Vondom, Swarovski, Hansgrohe, Fatboy and Scavolini, among others.

Supported for the second consecutive year by the International Interior Design Association (IIDA) as Strategic Design & Knowledge Partner, Decofair 2014 provides a platform to enable information-sharing and increased community knowledge via its Decofair Discussions seminars. The programme of expert presentations, workshops and interactive sessions will take place every day during the show, and includes speakers from the UK, Switzerland, New Zealand, Norway, KSA and other GCC countries.

Ensuring the show provides a serious buying element alongside design inspiration, the Hosted Buyer Programme will match the sourcing requirements of visiting Decofair buyers with the specific products and service offerings of selected exhibitors prior to the event. Beneficial to both parties, the programme will enable personalised networking and business development opportunities at the show.

Decofair covers the interior design industry from A to Z, and provides exhibitors with the opportunity to showcase their products and services. The show covers nine key sectors: Furniture, Furnishings, Flooring, Accessories, Lighting, Textiles and Soft Furnishings, Outdoor Furniture, Kitchen and Bathroom Products and Design and Architectural Services.

Organised by Reed Sunaidi Exhibitions, a joint venture between the world’s largest event company Reed Exhibitions—a co-organiser of global design show Maison et Objet—and Sunaidi Expo, a division of Alfadl Group, Decofair 2014 is open to trade and consumer visitors.





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