DOMOTEX INTERVIEW
FIVE QUESTIONS FOR SONIA WEDELL-CASTELLANO, GLOBAL DIRECTOR OF DOMOTEX, HANNOVER
LOOKING AHEAD
Under the title of Creating Rooms, Transforming spaces, DOMOTEX
enters a new era and a bigger product range. We asked Global Director Sonia Wedell-Castellano to take us behind the scenes
Words | Richard Burton, Managing Editor Photography | Domotex
DOMOTEX WORLD: Momentum for this show was immediate. I recall in June seeing global players securing their places. What is the incentive? Sonia Wedell-Castellano: What we’ve seen is that the market responded very clearly to the direction DOMOTEX is taking. We communicated our new positioning – DOMOTEX as the Home of Flooring and Interior Finishing – very early and very consistently. By the time June arrived, many of the major global players had reached the point in their
internal planning cycles where they could make their decisions, and they chose DOMOTEX because the concept resonated strongly. With our lead theme “Creating Rooms. Transforming Spaces”, we
have given exhibitors a highly relevant framework that refl ects the way the industry is evolving. Companies see the opportunity to present not just fl ooring solutions, but their entire interior fi nishing portfolio from fl oors to walls and acoustic systems. So the real momentum wasn’t about a specifi c date. It was all about a strategic match between what the industry needs and what DOMOTEX now stands for. That clarity created confi dence and drove strong commitments from key players.
DW: This edition has an expanded concept. I know you were responding to exhibitor demand, but how signifi cant is this in moving forward? SWC: It’s an important and strategic step. Exhibitors have been expanding their ranges for years, adapting to buyers’ demands, and DOMOTEX needed to refl ect this. By integrating interior fi nishing
solutions such as paints, varnishes, acoustic products, wallpapers, outdoor fl ooring, we respond directly to market developments and strengthen the reasons to participate for the entire value chain – from installers and distributors to architects and planners. You could say we’re literally going up the walls with our themes and products. And this expansion is not just an experiment – it is central to how DOMOTEX will evolve. With Creating Rooms and also
transforming Spaces, we emphasise that we are looking at how spaces are conceived, transformed and experienced. This then positions DOMOTEX as a forward-looking platform that refl ects the direction in which the industry is moving.
DW: What stood out for me was the Architects Space. It sounded fun. What was the thinking behind that? SWC: The Architects Space is a very targeted response to the industry’s
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