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ZOW 2020 – the epicenter of industry experimentation

Published on : Thursday, October 3, 2019

ZOW 2020 will no longer remain a hub of productions, but will turn into an innovation workshop centre from February 4 and will not just remain a  product showcasing platform for the industry. Since its inception in 1995, the supplier trade event ZOW has changed and shaped the trade fair landscape in the furniture industry. Its workshop character and role as ideas incubator for suppliers and manufacturers have played a crucial role in this. The organisers’ conceptual goal was to underscore this core element of the event at the venue in the Bad Salzuflen fair grounds, and this objective is even more important today. ZOW focuses on communicative networking, product developments and finding solutions through dialogues. It concentrates on the essentials and on clear marketing to all decision makers in the purchasing process from the furniture industry, interior design, the specialist trades and architecture.



The event is about knowledge transfers, highly qualified contacts, exchanges and dialogues. All the preparations at Koelnmesse are therefore not just devoted to ensuring a line-up of exhibitors that represents the full spectrum of the industry. The aim is also to establish ZOW as a platform where small ideas powerhouses can shine – a forum that captures the spirit of the event’s motto “great ideas in a compact setting”. Presenting the latest ready-to-market innovations for commercial success directly at a dedicated event with a deliberately condensed time frame and a limited exhibition area offers benefits for all exhibitors.


ZOW is positioned as a platform for companies that excel in innovation and for visitors who are looking for precisely these “hidden solutions” to stay that one step ahead of the competition. The trade event is aimed at exhibitors that have developed something exceptional for the market but have only catered for selected niches in the past or companies that come from other industries or segments. The exhibitors appearing at ZOW 2020 will range from established global players to start-ups. The much-discussed hidden champions will also feature prominently in the forthcoming edition of ZOW. The market’s positive response to the concept is clearly demonstrated by the range of exhibitors that have already confirmed their attendance: the list includes companies such as Impress, Interprint, Hailo, Hornschuch, Schüco and Swiss Krono as well as D-Beschlag, Henke, Hunger, Kalb, Multiprofil and Wessel-Licht.


Koelnmesse’s conceptual goal is to use this exhibitor mix to further underscore the difference between ZOW and interzum in Cologne, the world’s leading trade fair for furniture production and interior construction. The organisers have taken a “back to the roots” approach as they seek to strengthen ZOW’s unique identity. Both the trade fair stands and the planned special event areas will further develop and emphasise the core elements of the event. The objective is to open up new perspectives for visitors and to foreground innovations that are often overlooked due to the overwhelming diversity of large showcases.


As ZOW is perfectly timed for many sectors of the industry at the beginning of February, Koelnmesse expects strong interest from visitors. By going back to its workshop character and making products, ideas, people and communication the central focus, the second edition of ZOW hosted by Koelnmesse in the heart of the German furniture industry in East Westphalia is set to be a Mecca for industry professionals. It is a must-attend event for all successful industry participants.




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