FEATURE | TECHNOLOGY


DIGITAL IN FOCUS


The role digitalisation is playing these days is growing all the time – which is why the so-called fourth industrial revolution will have its own dedicated piazza


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he effects of digitalisation are far-reaching and affect every aspect of the furniture industry, from the way it operates to the way it is shaping innovative business models, to the entire range of new experiences on offer when choosing and buying interior fi ttings. All of this and more will be explored in detail with the help of industry experts at the heart of such emerging technologies, allowing visitors to explore the sort of practical, forward-looking examples that will give manufacturers and fi tters with new ideas to work with. The subject will, for the fi rst time, even have its own piazza where experts and manufacturers will be on hand to answer key questions. It is now widely acknowledged that consumers are becoming more sophisticated and their requirements more demanding, especially in areas such as sustainability, individualisation, comfortable living and convenient shopping. Interzum director Maik Fischer sees digitalisation as “one of the key issues of our time” and one that presents an opportunity to make improvements, but stresses that it is not being presented as an end in itself. Instead, he


summarises: “It is a tool that makes it possible to cater for customer requirements more effectively.” The new piazza has been designed with three guiding


principles in mind. they are: ● Conscious and sustainable living, which will look at smaller and shared living spaces as well as recycling and trends


towards renting instead of buying. ● Personalisation of furniture, which will look such things as


modularity, sensor technology


for individualised products and new experiences in the selection and


production of furnishings. ● Digitalisation in furniture, which recognises the work played by robots, sensors and IoT technologies as well as artifi cial intelligence, all of which offer individualised


solutions for personal spaces. The piazza was designed in partnership with the respected digital transformation agency, DC digitalconnection. DC’s Tanja Kruse Brandão, who has an international reputation as a pioneer in online and mobile marketing, felt it was particularly important to capture the diversity of the topic and the specifi c ways it can bring benefi ts to customers.


She explained: “Digitalisation is multifaceted. The


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