Dubai, London, Paris - DORMA Hüppe Flies the Flag on the International Stage

Dubai, London, Paris - DORMA Hüppe Flies the Flag on the International Stage

The metropolises of Dubai, London and Paris are hugely important for the international architectural scene. And DORMA Hüppe - the Movable Walls company - was recently present at these three major hubs of creativity, showcasing its product solutions from Westerstede in Germany to planners, specifiers, architects and customers alike. The first stop was "The Hotel Show Dubai," a specialty trade fair now in its fifteenth year serving the burgeoning Arab region. Around 600 exhibitors from 98 countries - the "Who’s Who" of the architecture and construction sector - met at the Dubai International Convention & Exhibition Centre in order to showcase their new and innovative wares specifically to representatives of the region’s hotel market. The fair attracted a footfall of almost 17,000 hotel professionals. Exhibiting under the banner "MAKING SPACE FOR CHANGE," DORMA Hüppe exhibited a variety of systems including the fully automatic, high-convenience ComfortDrive partition control system and the MOVEO Glass movable wall with bottom-up motorized blinds and optional intermediate stop. Major decision-makers showed interest in both solutions.

"The quality of our discussions at the fair booth confirm that, in particular, high-end, user-friendly products carrying the ‘made in Germany’ seal and backed up by a dedicated service capability are exactly what customers in the Arab world are looking for," says Jörg Tholen, Product & Marketing Manager Movable Walls EMEA.

Audience-targeted approach

After Dubai, the journey continued to London where, right at the heart of the UK capital’s prestige financial district, a new showroom was opened. This is a joint project of the company Style, DORMA Hüppe’s UK distributor, and its two associate enterprises Strähle / Savile Row Project and Fabric Systems. "This kind of concept in which three partners have joined together to showcase combined solutions covering the fields of partitioning systems, acoustics and design, is currently unique in London," says a delighted Julian Sargent, Managing Director of Style. In the joint showroom measuring around 400 square meters, DORMA Hüppe has a permanent exhibition showcasing its MOVEO and MOVEO Glass movable walls, the likewise operable Variflex partition and its transparent counterpart, Varitrans. The venue is also to be used to present innovations and product developments to the public, with the DORMAcoustic paneling system, for example, already waiting in the wings.

The three partners intend to make the most of the pleasant showroom ambience as an appointment venue for dialog and discussions with architects, specifiers, constructors, developers and customers seeking advice and information. At the opening, the hosts and initiators were able to welcome over 100 visitors from the targeted segments and professions.

The three-stop itinerary also included the French capital Paris and in particular the two-day Architect@Work fair aimed at architects, interior designers and specifiers. To qualify for a booth at this specialty show, exhibitors must be able to offer product solutions offering true novelty from within their portfolio. Moreover, these product innovations must first be assessed by an expert committee that has the last word on who should be allowed to showcase their wares at the event. Each exhibitor at Architect@Work is provided with an identical booth measuring 3 x 3 meters for their presentation ideas. Various shows offering the same concept have also become established in Germany, Belgium, the Netherlands, Italy, Switzerland and the UK. Further European countries, and also China, are expected to follow suit in the near future.

DORMA Hüppe exhibited the DORMAcoustic paneling system at the event. Also on show was the MOVEO Glass system featuring the bottom-up blind, which, with its intermediate stop function, allows more light in from above than the classic "top-down" form of obscuration. With around 400 contacts and more than 20 discussions relating to specific projects, this trade fair was a total success for DORMA Hüppe.

Picture 1: London
Over 100 invitees came to the opening of the new joint showroom located near London’s Barbican Centre, famous as a premier venue for conferences and the performing arts.

Picture 2: London
The showroom offers a range of attractive solutions both for new builds and for conversion and renovation projects.

Picture 3: Dubai
The DORMA Hüppe booth in Dubai attracted a constant flow of major decision-makers.

Picture 4: Paris
Architect@Work with its traditionally black aisles is laid out along the lines of a lounge to promote convivial communication and dialog between visitors and exhibitors.

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