Pressrelease August 1999

MORE INTERNATIONAL FURNITURE AT SCANDINAVIAN FURNITURE FAIR

Exciting changes to the range of furniture on show and the trade fair concept await visitors when the doors to this year’s Scandinavian Furniture Fair open at the Bella Center (25-29 August).

The furniture market in Denmark increasingly represents a mix of international trends, and the former dominance of typically Scandinavian furniture styles is now peppered with elements from many different parts of the world. This trend is also reflected in participation in this year’s furniture fair. While Scandinavian exhibitors continue to dominate the picture at Scandinavian Furniture Fair 1999, with over 85% of stands, this year a number of new exhibitors from both Europe and further afield have registered, while participation from the other Nordic countries has fallen slightly.

However, changes in the composition of exhibitors have not significantly altered the previous scope of the fair. At the end of February 1999, six months before the start of the fair, the organiser, the Association of Danish Furniture Industries, had received registrations from 216 exhibiting companies, which have reserved a total of 15,800 m2 of exhibition area. In addition, 80 furniture companies have a 6,900 m2 showroom area at Scandinavian Trade Mart, the Bella Center’s permanent section for furniture for use by businesses and institutions. If the total display area is counted as the gross area covered by the fair (as happens at various international furniture fairs), the gross figure is almost 42,000 m2.

At the end of February, registrations had been received from companies in Sweden, Norway, Finland, Estonia, Germany, Italy, Turkey, India, Taiwan, South Africa and Canada, as well as Denmark.

Fewer halls available
In 1999 the venue for the fair, the Bella Center, has reorganised how it uses its exhibition halls. This means that the former A and B1 halls and parts of B2 have been withdrawn for conference activities and other purposes. The reduced area means that several of the available halls are already close to capacity. The Bella Center has planned to build a new hall, C4, to compensate for the reduction in display area, but at the time of writing it is unclear whether the necessary approval can be obtained in time for building work to be completed before the furniture fair. The Association of Danish Furniture Industries will of course keep a watchful eye on the building project.

Product information
For the 1999 fair, the organisers have introduced new, product-oriented stand allocation principles for parts of the exhibition area, attracting great interest from exhibitors. Hall C1 will be full of pine furniture, while the whole of Hall C2 will form a landscape of upholstered furniture. A large proportion of the international exhibitors will be found in Hall C3, along with a number of suppliers to the furniture industry.

Hall H becomes a designer hall
A new set-up has been created specially for Hall H (the East Hall). The hall will basically be split into three zones, which will focus on designer furniture and furniture designers in various ways. The part of Hall H which is closest to the passages into the B Halls will be reserved for commercial exhibitors which, in the opinion of the managers of the fair, have a high design content. As before, the area behind this in the outer part of Hall H will be reserved as a "talent zone" for non-commercial Scandinavian architect and designer groups exhibiting their work on fee-free stands.

Designers’ Profile
The third zone will also hold the most radical innovation seen at Scandinavian Furniture Fair in many years B a large area of approx. 1,200 m2 close to Entrance East, laid out as the "Designer’s Profile" section. A cavalcade of pre-selected, prominent furniture designers from this century which have a link with Denmark, i.e. either Danish designers or international designers whose furniture is produced by Danish companies, will be presented here. Designers will each be allocated an area which they will then furnish with their own furniture. This is because displayed furniture has to be in commercial production and therefore available to buy and the producers have to be willing to pay the cost of this somewhat unusual type of presentation. Things have not yet fallen fully into place, but at the end of February, definitive replies had been received from 20 designers who want to present approx. 165 different furniture items made by 47 different producers. Other designers have also registered their participation in "Designers’ Profile".

Design competition
A range of other activities is being planned in association with Scandinavian Furniture Fair 1999. The Association of Danish Furniture Industries is organising a design competition with the theme of "multi-functional furniture". The five best proposals will be presented, full size, at the fair, where the ultimate winner will be announced. The competition has prizes totalling DKK 100,000 and proposals will be accepted up to 1 June 1999.

Read more about Scandinavian Furniture Fair
www.danishfurniture.dk