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MoOD 2009: A source of inspiration Last year, during the celebration of 30 years of Decosit, it was announced the fair gets a new name: MoOD, short for "Meet only Original Designs". From Tuesday 8 September to Friday 11 September, 2009, the fair for the first time takes place only during week days. At Brussels Expo, the traditional place to be, it will take some time getting used to a fair which feels familiar and yet is in more than one way totally different. A new impulse. What is MoOD? The answer can be found in the full name ‘Meet only Original Designs’ and the baseline that complements it: ‘Teasing you with upholstery, window and wall coverings’. ‘Meet only Original Designs’ symbolizes the creativity the exhibitors show. They design and are therefore full owner of what they offer, a guarantee of authenticity. The right exhibitor is a producer. In his development process he works technically innovative and ensures that only high quality products are brought to market. His products reach the right visitor, who is active in both the contract and the residential worlds. The product range is not exactly the same as in the past. Just like before, one cannot ignore the key role upholstery fabrics play, but MoOD contains much more than just these. Now, the range is explicitly complemented by curtains, sheers and wall coverings. Together, all of these fabrics, which are fine-tuned to one another, make up a total offer for interior decoration. In all of this, the focus remains emphatically international. Not the size predominates, most important is the quality of what is on offer. MoOD profiles itself by expressing its own values as a filter for the market, and at the same time stresses the importance of sustainability. It also sets itself up as innovative and as a partner for the sector, who also distributes information outside of the fair. MoOD must be a source of inspiration. On the one hand it profiles itself emphatically as trendsetting and on the other hand it acts as an instigator for innovation. MoOD is trendsetting through its trend story ‘Velocity kills the cat’, which must inform, inspire and guide the visitor directly. In all of this, the colour and sample bank plays the leading part. In this sample bank, MoOD takes it one step further. Securely selected fabrics will additionally be put under the spotlights, together with a preliminary communication which takes the visitor immediately towards these culminating-points. The exhibitor also receives a "trend" cahier which is sponsored by Masters of Linen. It is no coincidence Masters of Linen is involved in all of this, because this year is the international year of natural fibres, a year in which the theme ecology plays a leading part. Until last year the ‘MoOD innovation platform’ was called Decotec. Here, all is about supporting and stimulating innovation, and offering both those who exhibit and those who do not, a platform. All of this is complemented by samples of partner MateriO. The seminar program in its turn aims at offering short, inspiring sessions of maximally 30 minutes. During these sessions themes such as colour, global trends, new materials, ecology, outdoor and contract market are dealt with. On top of that, there are two totally new initiatives in hall 6: Flemish Masters Inspire and Young Belgian Creativity. MoOD is all about a logical evolution, not a revolution. MoOD wants primarily to be different, by devoting a lot of attention to the needs of its visitors, who ask for a more businesslike, more direct and more clearer approach in a world in which the time to market is getting shorter all the time. MoOD in addition must become both through the use of its website and the traditional channels the marketplace for professionals. It is not simply a physical 3D happening. Both before and after the fair, MoOD must have impact through its website, which contains amongst other things MoOD-tv and Connect to our Network. MoOD is housed in four halls, the halls 6, 7, 9 and 11, with no distinction in terms of product range or market. Parallel fairs no longer exist, this is one whole to which Indigo and Expofil are added. In short, the fair is adapted to the present conditions, in which MoOD anticipates the necessary growth potential and in which quality and selectivity are emphasized. The Trends, the Innovation Platform, the press, the Flemish Masters, the seminars,… are integrated in hall 6, which is made a lot more attractive. Next to this, there is also the implantation of a true outdoor project, that is literally located in the open air, in between two halls. |
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