The four-day show in Essen kicked off on Thursday with a packed programme. Exhibition partners teamed up with Materia to put together the first Material Xperience On Tour for the German market.
The seventeen partners at the show represent various material categories, from decorative metals to hard-wearing ceramics and wooden floors to acoustic panelling. Besides these sponsors, a selection from Materia’s independent collection is on display. Visitors are also invited to attend the twice-daily seminars, one biobased materials and on future material trends.
Notable crowd pleasers are the ‘special’ items. Newspaperwood, a wood-like product made from recycled newspapers is drawing interest, as does the ultra-thin stone veneer that’s literally sliced off a block of stone.
Reviews from the floor at the show are positive. Eeuwenhout’s representative Stephan Verhofstede mentions genuine interest from visitors, in the material and in the story behind it. This extra depth is key to effective communication between designers and manufacturers.
Meanwhile, Foreco’s marketing and innovation manager Klaas-Jan Swager notes the relaxed atmosphere at the show, which helps people to discuss their ideas informally.
Overall, a great first day here at Essen! We’ll be back later on with more news, insights and discoveries from the show.