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Tue 1 May 2007 12:00 AM

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Got it covered

Expectations are high for Domotex Middle East as demand for flooring increases.

Domotex Middle East 2006 was the largest trade show dedicated to carpets and floor coverings to ever launch in Dubai. With more than 300 exhibitors from over 40 countries already signed up for this year and demand for floor space increasing by 30% expectations for this year's Domotex are high.

The Middle East's burgeoning construction industry has prompted the show's growth. Industry experts claim that US$1 trillion worth of construction projects are planned or underway throughout the GCC, translating to US$300 billion worth of construction projects in 2007 in Dubai alone.

Angela Schaschen, managing director, Deutsche Messe, Dubai told
CID

: "The demand for flooring of all descriptions to be used in luxury villas, hotels, industrial premises and increasingly middle to low income apartments represents even greater opportunities for flooring companies of all sizes."

Commercial interior designers can expect a large range of flooring on display, covering hand made and machine made carpets and rugs, textile floor coverings, resilient and outdoor floor coverings, wood, parquet and laminate, natural stone, ceramic tiles, fibres, yarns and textiles and laying silks as well as technical applications.

Said Schaschen: "We opened a regional office in Dubai to allow research of the market to understand what visitors want from Domotex. Visitors can expect a vertical show to gain a deep knowledge of the products as well as news and demonstrations." Kenneth Laidler, president and founder of APID, who is supporting the B2B exhibition said: "Vertical industry events such as Domotex are integral to the standardisation drive. Although still young, the Middle East market is maturing at an astounding rate and the time is right for the regional interior design profession to learn from and align itself with the best practice as recognised by other professional interior design associations the world over. Interior designers need to keep abreast of new products and techniques."

Many regional and international industry insiders will be launching their latest products at Domotex. Woods and Floors, one of the leaders of wooden floors in the Middle East will launch the Christian Weiss Signatur from Weiss in Austria. This high quality range of wooden flooring is determined by natural tree size and customer requirements. Available in a wide choice of woods including nut, cherry, ash, maple and spruce with added options such as highly polished, brushed or roughened.

Dubai-based Alomi, will showcase a number of new products including a new solid English oak wood with oil or lacquer finishes and for more heavy duty uses, a click together laminated range, which will be on special promotion at the show.

German leaders, Object Carpet will also be displaying a huge range of its products. Iris Seiffer, director of Object Carpet Middle East said: "Visitors can expect one of the largest collections for more than 30 years with innovative carpet patterns, stylish wall-to-wall carpets and rugs in extravagant and experimental styles."

Object Carpet will launch the Poodle 1400 which comes as a self-laying tile or as a broadloom and winner of a special award of innovation from Architecture and Flooring at Domotex Hanover 2007. The Poodle is available in 48 colours and is ideal for use in high humidity environments in commercial spaces and for living areas. The Gold Loop 1800, an innovative loop pile available in gold, silver and copper will also be on display.

Advisors will be onsite and demonstrations will be taking place throughout the show. Albert Douglas of Alomi explained: "We will be giving installation demonstrations in order to display how wooden flooring, if installed professionally to British standards can be successfully fitted. John Barham from the manufacturing saw mill in England will also be present to answer any special questions concerning aspects of production."

Many companies realise the significance of this region in their global marketing strategies. Martina Lando, export officer of Ideal Legno SRL, an Italian leader in pre-finished and traditional wood flooring explained the importance of this exhibition for potential business: "We have taken regional tastes into consideration in engineering wood flooring with gold, silver and bronze leaf on top. The level of this investment is in line with our belief that the Middle East could be a promising and thriving market for us. The Gulf in particular is and will be an attractive market for a lot of producers if we consider the rapid growth and development of the last five years."

Seiffer agrees: "The Middle East is a business Mecca with a great deal of building construction and a fantastic infrastructure. Attitudes towards German products still have big value."

Domotex Middle East will be at the Dubai World Trade Centre from June 11th to 13th.

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