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mWorldFurnitureInternational Markets Review

59 - September 2013 - Year 15

SPECIAL REPORT

CONTRACT & LUXURYFOCUS

MATERIALS & TECHNOLOGYINSIDE

WORLD HOSPITALITY BUSINESS OFFICE FURNITURE IN EUROPE AND USFROM BAKU TO ASIA PACIFICGLASS, STONE AND DIGITAL PRINT

SPECIAL REPORT

CONTRACT & LUXURYFOCUS

MATERIALS & TECHNOLOGYINSIDE

WORLD HOSPITALITY BUSINESS OFFICE FURNITURE IN EUROPE AND USFROM BAKU TO ASIA PACIFICGLASS, STONE AND DIGITAL PRINT

COP_WF 59_2013:CISL_XPRESS 30/07/13 11.11 Pagina 1

10 EDITORIALThe Old Economy is (welcomed) backby the Editor

10 POINT OF VIEWExploring new routes by Aurelio Volpe

11 COUNTRIES+4% Furniture consumption growth forecasted for Russiaby Cecilia Pisa

13 WORKSHOPAll Russian Furniture Summit in St Petersburg by Alessandra Tracogna

SPECIAL REPORT

15 SCENARIOFast growing contract segmentsby Sara Colautti

17 CASE STUDYWhen contract goes to the theaterTalking with Corrado Dalla Fontana,FontanaGrande

19 MARKETSFocus on the Asia Pacific lighting marketby Aurelio Volpe

21 SCENARIOLiving the cities of 2020. Snapshots in the agendaby Paola Govoni

23 RETAILA temporary showroom in South Africa

24 MARKETSWorld hospitality business still to expandby Mauro Spinelli

26 TRENDSLuxury markets worldwide. An overviewby Sara Maddaloni

28 REVIEWAt NeoCon it was like old timesby John Sacks

30 MARKETSNew paths for office furniture in Europeby Mauro Spinelli

32 STRATEGIESNew frontiers for trade satisfaction analysisby Federica Cugnata

FOCUS

33 MARKETSWindows, glass and energy performance of buildingsby Aurelio Volpe

35 PROJECTSGlass sheds light on underground winery

36 R & DLINAK improves your lifeInterview with John Frost

38 KNOW HOWNew standards for laser quality

39 R & DSustainable powder coatings for wooden furnitureby Jos Verlaak

41 STRATEGIESSchattdecor goes ahead with digital print development

43 MATERIALSMore stone for more designby Paola Govoni

45 FAIRS CALENDAR 2013

WorldFurnitureInternational Markets Review

PublisherCSIL Centre for Industrial Studies15, Corso Monforte I-20122 Milanotel. 0039 02 796630fax 0039 02 780703www.csilmilano.comwww.worldfurnitureonline.com

EditorPaola Govoni [email protected]

Collaborators to this issue :Sara Colautti Federica Cugnata Paola Govoni Sara Maddaloni Cecilia Pisa John Sacks Mauro SpinelliAlessandra Tracogna Jos VerlaakAurelio Volpe

Graphic Designweb and magazine s.r.l.

PrinterEurgraf sas Via Magellano, 4/6I-20090 Cesano Boscone (Milano)

Annual subscription 2013Euro 100

Frequency4 issues/year in March - June - September - December

Subscription ServicesAlessandra Cavada [email protected]

Registrazione nr. 92 del 03.02.1999presso il Tribunale di MilanoSpedizione in abbonamentopostale 70% - Filiale di Milano

Copyright CSILAll rights reserved. No part of this publication may be reproduced or transmitted in any form without the prior consent of the publisher.

CONTENTS

MATERIALS & TECHNOLOGY

CONTRACT & LUXURY

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EDITORIAL

10 WF - September 2013 www.worldfurnitureonline.com

POINT OF VIEW

Information Technology has redefinedthe way we keep in touch with the restof the world and new rules haveshaped the global approach to theNew Economy. Finance and serviceshave been ruling the world, but thereis still plenty of Old Economy to besafeguarded and supported in orderto prepare a future we may be confi-dent in.

We are expected to learn somethingfrom the hard lesson of the world cri-sis and from the dangers to a coun-try's welfare resulting from poor gover-nance and wild deindustrialisation

processes. Italy is under pressure andthe economy in the Eurozone is flat.Nevertheless, there is still moregrowth to be built and more perform-ing innovation to prepare. This willnecessarily pass through a close rela-tionship with the unique values of themanufacturing industry and a deeplyrooted doing-well culture.

There is much to read about newmaterials and technologies, innovativesolutions in the construction industryand new applications for woodworkingand furniture manufacturing, present-ed by leading international compa-

THE OLD ECONOMY IS (WELCOMED) BACK

2013 is the second year in a row offalling GDP for Euro economies. In theRest of the World growth is now lessvolatile but slower. Sales of personalcomputer worldwide registered -11% inthe first quarter of the year. It never hap-pened before. It is because of the crisis(at least in the Euro zone), but not only.There is the astonishing boom of smart-phones, tablets and similar devices.World is changing and new productsare needed. In the first half of 2013,

sales of consumer luminaires are down(-0.7%), but the LED segment scores a+40% increase and the e-commerceniche registers a +20%, according tothe biannual CSIL survey. British con-sumers now purchase 13.5% of tradi-tional retail goods online.Overall furniture trade is pretty flat, butNorth Africa, the Gulf countries, India,China and Asia Pacific countries regis-tered a two digit annual growth duringthe last five years, and they are still

EXPLORING NEW ROUTESby Aurelio VolpeCSIL International Market Research

growing. The same regions are record-ing growth of investments in Hospitality(including furnishings) in the region of+4% to +10% per year. World trade growth has fallen to 2.0% in2012 — down from 5.2% in 2011 — andis expected to remain sluggish during2013 at around 3.3%, as economicslowdown in Europe continues to sup-press global import demand.So come on, let’s explore newroutes….

nies. The natural stone sector is alsoanalysed.

Exclusive reportages from St.Petersburg, Guangzhou and Chicagoare included.

The Special Report is dedicated to theContract business & Luxury markets,with special attention paid to fast grow-ing segments and the expanding per-spectives for the world hospitality indus-try. The topic of Smart global growthand sustainable living in the cities of2020 is also presented in this issue. Enjoy it!

by Paola GovoniEditor

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ith a land area of around 17million sq.km. and about 142million inhabitants, Russia hasa very large, fast growing and

quite open furniture market showingpromising potential and opportunities forforeign companies operating or willing tooperate there. According to CSIL World Furniture rank-ing, the Russian furniture market is the11th largest in the world (in 2002 it was16th), and the 9th for furniture imports (in2002 it ranked 15th). Despite having the largest forest endow-ment in the world, Russia is just the 15thlargest furniture producer. Although theindustry has made gigantic stepstowards improvement in the pastdecade, mainly through an increaseduse of imported materials, fixtures andfittings and investments in technical train-ing, the main problem of the local furni-ture industry is still the lack of internation-al competitiveness. Russian productionis mainly domestic market oriented: justsmall shares of furniture go to foreignmarkets (less than 5%) and the Russian

furniture industry can only partially satis-fy the domestic demand, whichincreased significantly in recent years.

CONSUMPTION AS MAIN GROWTHDRIVERDomestic consumption went through avery dynamic period from 2004 to 2008,

with double-digit growth. Even after thesevere 2009 crisis (when the marketdeclined by -41% in US dollars) theRussian furniture market recoveredagain, although not reaching pre-crisislevels in absolute values. Russian furni-ture market jumped from around US$5,962 million in 2009 to US$ 9,582 mil-lion in 2012, at production prices in2012. Domestic consumption recordeda strong growth especially in 2011 with a+35.2% increase on 2010, whereas in2012 it grew only by +4.5%. The recovery of the furniture sector wasalso a consequence of the positive eco-nomic background in Russia. The coun-try recovered quickly from the sharpdrop in GDP experienced in 2009. Theeconomic decline bottomed out in mid-2009 and the economy began growingin the third quarter of 2009. High oilprices buoyed Russian growth in 2011-12 and helped reduce the budget deficitfrom 2008-09. Consumption was themain growth driver thanks to low unem-ployment, wage increases, credit expan-sion and government spending.

+4% FURNITURECONSUMPTIONGROWTH FORECASTEDFOR RUSSIA

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COUNTRIES

www.worldfurnitureonline.com 11September 2013 - WF

RUSSIA.FURNITURE IMPORTS AND FURNITURE CONSUMPTION, 2002-2012

Source: CSIL

by Cecilia Pisa CSIL

CSIL Market Research “Russia Furniture Outlook” is part of the CountryFurniture Outlook Series, covering at present 70 countries. The CountryReport contains updated furniture statistics and performance ofproduction, consumption, import and export, demand determinantes andmarket potential, forecasts for the furniture industry for the coming years,import and export flow by segment, tables, graphs and illustrated maps andinformation collected through interviews with top furniture companies andsector experts. “Russia Furniture Outlook” includes 80 short profiles of Russianmanufacturers, and international Furniture Fairs, Furniture Association andProfessional Furniture magazines, as well as a world comparison of theimports/consumption and exports/production ratios and a cross-countrycomparison placing the country in a broader context. Publisher: CSILPublication date: July 2013. Language: English Available for online purchase and immediate download atwww.worldfurnitureonline.com

011_012_COUNTRIES_Russia:prova1 30/07/13 11.27 Pagina 11

COUNTRIES

According to official data, in 2012, thenumber of new residential buildingsreached 219,000, a +9% increase from2010. Unemployment rates, which grewhigh from 2008 to 2009, decreased inthe following years, reaching a recordlow (5.4%) in January 2013. The percapita disposal income which during the2009 crisis declined to US$536,returned to growth reaching US$733 in2012. Annual inflation has been slowingdown continuously since 2009 andreached its lowest level in two decades.The overall inflation rate for 2012 was inthe region of 6.5%.Per capita furniture consumption inRussia, although increasing over theyears, is still low when compared to theaverage registered by the high incomecountries. One decade ago a Russianinhabitant spent on furniture less than5% of what a consumer in the highincome countries did. But the sharereached 20% in 2008 and 30% in 2012.Expectations are for a further growthtrend in the medium-term, as living stan-dards of Russian citizens are improvingyear after year and furniture consumptionis growing fast, supported also by a highproportion of young consumers.

HIGHER IMPORT FLOWS FROMCHINAThe market is increasingly open toimported furniture. In the past severalyears, despite high protective duties onfurniture imports to Russia, imported fur-niture grew steadily at a two digit averagerate per annum, reaching US$3.4 billionin the year 2008. They contractedsharply in 2009 and recovered in the2010-2012 period, exceeding the precrisis level with US$3.5 billion. Imported furniture comes mainly fromItaly, which is the first supplier to Russia,satisfying mainly the high and middle-

high market range, with around a 23%share of total import flows. However,Italy’s share on total imports is declining(it was 38% in 2007) to the advantage ofChinese imports, whose quotaincreased from 10% in 2007 to 21% in2012. Chinese furniture products regis-tered impressive growth in the last fiveyears (+24% per annum over the 2007-2012 period) and in 2012 they almostdoubled the 2008 values. The impres-sive growth of Chinese furniture importsis a matter of discussion among experts,as this kind of furniture competes direct-ly with the products of most Russian pro-ducers.

WTO AND LARGE-SCALE EVENTSThe high level of competition that char-acterizes the Russian market as a wholeis likely to increase in conjunction withthe recent accession of the RussianFederation to the World TradeOrganization (WTO) in 2012, after 18years of negotiations. According to theexisting agreement Russia will be givena period of transition of 6 years, duringwhich the duties on imports of furniturewill gradually decline. Among the othercommitments related to Russia’s entry inthe WTO, there is a greater protection ofintellectual property, better cooperationin customs matters and the reduction ofnon-tariff barriers, that is bureaucraticconstraints, consisting for example inthe request to provide a series of certifi-cations and documents attesting theconformity of imported products. Thisevent will reduce trade barriers and willbe a challenge both for Russian furnituremanufacturers, which shall have toadapt to new market conditions, and forforeign players entering this rapidlydeveloping, high potential area. Consumers are expected to benefit fromthis scenario.

2013 AND 2014 FORECASTEDGROWTHThese factors, together with thestrengthening role of the constructionindustry, lead to a positive evaluation ofthe potential of the Russian furniture mar-ket in the coming years. The furnituremarket is expected to continue its recov-ery in 2013, which will be confirmed in2014, supported by the building activity.The role of the construction industry isexpected to reinforce in the years tocome as the government aims to under-take multi-trillion rouble investments inorder to modernise and expand thecountry’s infrastructure. An additionalboost is provided by large-scale prepara-tions for the 2014 Sochi Winter Olympicsand for the 2018 FIFA games. CSIL forecasts a +4% furniture con-sumption growth in real terms for 2013and for 2014. In terms of future prospects the Russianfurniture market is even more attractivewhen benchmarked with the other mainEuropean markets where, according toCSIL estimates, the sales will be almoststable or slowly increasing in the nearfuture.


RUSSIA.ORIGIN OF FURNITURE IMPORTS, 2012

Source: CSIL processing of UN data

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rom 27 to 28 June St.Petersburg hosted the All-Russia Furniture Summit FIDEX-PO, a meeting platform for pro-

fessionals of the furniture industry: pro-ducers, retailers, marketing, sales anddesign experts, as well as national andregional furniture associations.

Organized by RESTEC ExhibitionCompany with the official support ofthe Association of Furniture andWoodworking Industry of Russia, theSummit came to its 5th edition (thefirst edition has been held in 2006)and proved to be a leading congressevent for professionals of the furnitureindustry in whole Russia. Sponsor ofthis year event was SAMET, Turkishmanufacturer of furniture fittings andone of the five largest world produc-ers. Over 150 professionals attendedthe seminar from different countriesincluding Italy, the United Kingdom,Germany, Serbia and Turkey, just tomention a few. Among the Russian fur-niture companies attending the eventit is worth mentioning Marya Kitchens,Angstrem, Allegro Stil, Amethyst and ahuge number of suppliers of fittings,hardware, wood based panels andsemi finished products to the furnitureindustry.

TOPICS ON THE AGENDAThe first day of the Summit was devotedto the analysis of industry-wide, strate-gic development and positioning of thefurniture industry and furniture compa-nies. Oleg Numerov, General Director ofAMEDORO - Russian FurnitureAssociation - presented the current situ-ation of the Russian furniture market.According to these data, in the first fourmonths of the year 2013 there was adecrease in Russian production (-5%)but an increase (+5%) in the kitchensegment. One concern is related to thefrightening increase in imports on thedomestic market, with strong growthspecifically from China (+25%). Asreported by Oleg Numerov, in the firstquarter of the year 2013 the importedfurniture share on the market was in therange of 58% (51% the same period theprevious year). In particular as far as trade is con-cerned, although the total value of furni-ture exports has been increasing in thelast decade (US$ 150 million in 2003and US$ 250 million in 2012), Russianexports still concentrate on the neigh-bouring countries, with Kazakhstan,Ukraine and Belarus altogether absorb-ing over 50% of total furniture exports.The speech also focused on exportopportunities for Russian furniture in

Europe, where the total market is largeeven if stagnating in many countries(Russia has a presence in Germany,which accounts for over 10% of totalRussian exports) and Asia, where com-petition is high but the growth rates inconsumption are considerable. Alessandra Tracogna contributed to thediscussion providing CSIL figures con-cerning the global context and theRussian positioning according to latestCSIL World Furniture ranking. Russia(see also pages 11-12 of this issue) isthe 9th largest importer and the 11thlargest market but the positioning goesdown when looking both at productionand exports (Russia is the 15th largestproducer and the 46th largest exporterat world level). Tracogna also presentedthe main results of a research recentlyissued by CSIL on the major 200 furni-ture manufacturing companies world-wide, including five Russian compa-nies. According to the study, furniturecompanies have undertaken a lengthyprocess of restructuring and moderni-sation and production volumes havedecreased over the years as a responseto competitive pressure and tough inter-national competition. The major com-petitiveness factors for the sector areresearch and innovation, labour skillsand quality, design and added value,

ALL RUSSIAN FURNITURE SUMMITIN ST. PETERSBURG

F

WORKSHOP


by Alessandra Tracogna CSIL Industry and Country Studies

FIDEXPO Summit, June 2013

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WORKSHOP

knowledge and knowhow, together withbetter access to new markets.

In the session "Who will help the furni-ture industry? Whom will the furnitureindustry help?" Alexander Shestakov,president of AMEDORO, stressed theimportance of ruling the market (50% ofthe market is covered by large retailchains) in order to upgrade productionsin terms of quality and safety of productsand to compete with Chinese produc-tion. Among the other issues covered bythe speakers, there was the problem ofsharing data and providing reliable sta-tistics concerning the current situationin the Russian furniture market. The sug-gestion by Alexander Shestakov ofchoosing only one target show, whichwill be supported by the Association andrecommended to the Ministry ofFinance of the Russian Federation,received further consideration duringthe presentation of the international fur-niture exhibition b2b-FIDEXPO, organ-ised by Restec Exhibition Company andUBM (London), which will début on May

12-15, 2014 in Moscow, in the modernpavilion 75 of the All-Russian ExhibitionCentre.

The session on "Forecast of the Russianeconomy and consumer-markets devel-opment in 2013-2015" was opened bythe presentation of Igor Berezin,President of the Marketers’ Guild andmember of the Board of Directors ofROMIR Research Holding. He exam-ined in detail the structure of consumerspending, of which the share of furnituremakes up 1%. According to his esti-mates, the share of furniture in retailturnover has remained at 1.5-1.6%since 2010 and no growth is expectedfor 2014.

Then the focus was on the "Ability to seethe future: new consumers, new niches,new opportunities" where the relation-ships between furniture industry on theone side and housing developments,suburban wood house building andapartment hotels development on theother side were presented.

The second day of the Summit wasdevoted to "Efficient retail formats andtechnology" highlighting the behaviourof today's consumer, who is seekingcomprehensive shopping and serviceaccording to the "store plus" system.New forms of interaction with the con-sumer, geo marketing, innovative retailchannels and mobile marketingbecame essential tools for furniturecompanies.

The Design session presented the latestfurniture trends, including the highlightsfrom the latest edition of the MilanInternational Furniture Fair, and theapproach of using creativity in the fightfor attracting consumer as a counter-weight to the price war. The participantssuggested that next year the FurnitureSummit should be extended to threedays, in order to expand and deepen thethematic content of the event.According to reviews, 80% of the partic-ipants will come back to St. Petersburgfor the All-Russian Furniture Summit FID-EXPO in June 2014.

SHARE ON TOTAL FURNITURE PRODUCTION BY REGION

200 MAJOR FURNITURE MANUFACTURERS WORLDWIDE: PERFORMANCE AND STRATEGIES

CSIL Centre for Industrial Studies 15 corso Monforte 20122 Milano Italy [email protected] – www.csilmilano.com

SHARE ON TOTAL FURNITURE PRODUCTION BY REGION

The new CSIL study analyses performance and strategies of the leading 200players in the global furniture scenario and focuses on their taking advanta-ge of the growth opportunities globally, through effective internationalizationstrategies and adequate product differentiation as well as product innovationstrategies.These companies account for around 15% of total world furnitureproduction.

Online purchase and immediate download at:www.worldfurnitureonline.com

Overview of the performance of the top 200 furniture companies broken-down according to: headquarter location in developed countries/ emerging countries headquarter location in: North America, South America, Western Europe,

Central and Eastern Europe, Developing Asia, Other Asia furniture product specialization: kitchen, office, upholstered, home furniture

The report offers a qualitative analysis on the strategic growthinitiatives implemented by companies (market differentiation,product differentiation, product innovation, plant expansion,retailing and branding strategies...)

CENTRE FOR INDUSTRIAL STUDIES

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he contract segment is gettingincreasingly important, evenessential, for the furniture indus-try. It is a lively performing seg-

ment, which offers many opportunitiesfor business. Large orders have a verybroad market in all those countrieswhere the economy is in turmoil andconstruction sites are countless, suchas London, Moscow, and majorBrazilian, Chinese and Indian metropol-itan areas.

Among the drivers of the demand in thecontract sector, tourism is undoubtedlya predominant one. Despite concernsover the global economy, internationaltourism demand continues to showresilience. According to UNWTO fore-casts, the number of internationaltourist arrivals worldwide is expected toincrease by an average 3.3% a yearover the period 2010 to 2030. Inabsolute numbers, international touristarrivals will increase by some 43 milliona year, compared to an averageincrease of 28 million a year during theperiod 1995 to 2010. At the projectedpace of growth, international touristarrivals worldwide will exceed 1 billionin 2012 and reach 1.8 billion by theyear 2030.

A VIEW TO THE HOSPITALITYINDUSTRY IN EUROPEIn Europe, a particularly lively touristindustry creates a circuit that provideseconomic benefits to different sectors. Hospitality industry (hotels, restaurantsand bars) is estimated to absorb about27% of the contract furniture sales inEurope. Despite macroeconomicuncertainties, and the resulting shakyconsumer and business confidence,lodging performance continues toexceed expectations. The major inter-national hotel chains are increasingtheir number of facilities and rooms. Inparticular, significant investment in therefurbishment, re-positioning andacquisition of luxury hotels in Europehas been seen since the start of thefinancial crisis in 2008, demonstrating

the resilience of markets where barriersto entry remain high and capital is seek-ing investment opportunities. The European hotel development

pipeline comprises 814 hotels totalling135 thousand rooms, the upscale seg-ment is expected to open the highernumber of new rooms with 7,200 in 44hotels, followed by the upper midscalesegment (42 hotels with 6,800 rooms)and the upper upscale segment (24hotels with 5,900 rooms). In 2014, thewhole area expects 233 hotels to openwith 40,000 rooms. The upscale seg-ment is planning to play a leading role,with 10,200 rooms to open in 57hotels.Worldwide hospitality segment is alsovery dynamic. Considering the hotels inconstruction, the total active U.S. hoteldevelopment pipeline comprises 2,700projects totalling 320 thousand rooms.The Asia/Pacific luxury and upscalehotel development pipeline comprises

SPECIAL REPORTSCENARIO

CONTRACT & LUXURY

FAST GROWING CONTRACT SEGMENTS

by Sara Colautti CSIL Industry and Country

Studies

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15September 2013 - WFwww.worldfurnitureonline.com

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1,800 hotels totalling 390,000 rooms.The Middle East/Africa hotel develop-ment pipeline comprises 492 hotelstotalling 120 thousands rooms.

RETAIL SEGMENT IS PERFORMINGWELLIn the past years, countless of mergersbetween shops and chain stores haveoccurred in the retail sector, resulting ina greater need for refurbishment and re-profiling. Fittings and shop conceptshave a shorter lifecycle and mustchange often, particularly in the fashionand ready-to-wear segment. Howeverthe sector is characterised by excesscapacity, which together with fiercecompetition from Eastern Europe andFar Eastern countries, creates anincreasing price pressure on the mar-ket. This has led to a diffuse lower pricelevel.

GROWTH OF NON RESIDENTIALBUILDING IN ASIA AND LATINAMERICAAnother segment where turnkey sup-plies are increasingly important is thedesign of offices and workplaces,although there are no signs of growthneither in private or public sector, dueto the crisis. The offices/banks/institu-tions segment is, in fact, closely linkedto the dynamics of the constructionmarket and particularly to the trend innon-residential building. 2011 wasanother difficult year for constructionglobally. Construction spending growthhas stalled and 2011 was the fourthconsecutive year with little or nogrowth. Overall, world constructionspending grew by just 0.5%, still belowthe levels achieved in 2007. On a regional basis, all areas apart fromEU17 and North America saw positiveconstruction spending growth, althoughat reduced levels compared to those ofthe recent past. Asia and Latin America were the fastestgrowing regions in 2011 by a wide mar-gin. For the second year in a row Chinawas the largest construction market in2011, and it was expected to be the

fastest growing market in 2012 as well.Construction spending in EU17 was themost affected by the crisis, with themost significant falls occurring inPortugal, Ireland, Italy, Greece andSpain.

SHIPS AND AIRPORTSOther segments have shown positiveincreases in recent years, highlightingthe opening to the contract channel inall those areas.Let's take the marine sector. Despitebeing hard hit by the global economicrecession in 2008 and 2009, both interms of passenger demand and globalvalue sales, the cruise sector has beenone of the fastest-growing ones ofTravel & Tourism over the past ten years– and indeed over the last two to threedecades. The total cruise passengercount is estimated to have reachedmore than 18 million worldwide. While North America dominates theglobal cruise business, the share ofother regions is increasing and Europenow accounts for more than 5 millioncruise passengers annually, as well as amuch stronger value growth in the lastfive years. Industry experts believe thatthe total number of Europeans taking

cruises could more than double by2020.Also airports are a significant outlet sec-tor. In China there are several airportfacilities under construction and thepresence of corporate products inthese places could be a very strongpromotional tool for companies.

STREET CONTRACT & OUTDOORFor outdoor furniture manufacturers, con-tract becomes an increasingly valuablemarket in terms of quantities and exhibit-ing space for their products. The contractsegment for outdoor furniture includesStreet Contract furniture (bars andrestaurants) and furniture for hotels andresorts, public spaces, communities. Contract is definitely a market segmentwith significant prospects for futuregrowth. It is constantly developing andcontinues to offer good opportunities tothose companies, which are capable tohave a broad vision of major driver seg-ments in the international markets.

www.worldfurnitureonline.com16 WF - September 2013


CONTRACT & LUXURY

THE CONTRACT FURNITURE AND FURNISHINGSMARKET IN EUROPEThe CSIL report offers: - a comprehensive picture of the contract market inthe EU with a focus on furniture, furnishings, lightingand related products. - analysis of the competitive system, demanddeterminants and purchasing process: builders,developers, owners, architects and designers, maincontractors, furniture and lighting manufacturers- overview of the contract market size, including abreakdown by segment: Hospitality, Retail,Restaurants, Office and Institutions, Marine, Airports- short profiles of 50 among the main contractors, 50leading interior design studios, 50 contract furnituremanufacturers.The report is the result of 100 interviews with majorplayers and other key contacts in the EU contractmarket (architects, interior designers and specifiers,general contractors, wholesalers, retailers).Language: English.Available for online purchase and immediatedownload at:www.worldfurnitureonline.comCustom made updating of European and extra-European furniture contract markets can be carriedout upon request. Contact: [email protected]

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alking with Corrado DallaFontana, Chief Executive ofFontanaGrande

Q: In the Baku Theatre Project howimportant was it to have presented your-selves as a group and to have worked aspart of a network?A: Let’s separate the two aspects of thisquestion: on the one hand, the impor-tance of presenting ourselves as a groupto create a better "image" in the eyes ofthe final customer; on the other, theimportance of working as part of agroup, each one with its own specificexpertise, but as part of a team with a

single final objective.As for the first aspect, this made a goodimpression on the customer and gavethe general contractor, FontanaGrande,greater prestige: so much so that after atime it translated into a request to manu-facture in Italy a whole series of productsthat were initially scheduled to be pro-duced by local firms. Being able to workwith Italian firms for the finishings meantthat it was easier for us in the realisationphase and that we had greater controlover the quality of the end product. Justthink of the covering fabrics, the decora-tion in plaster or the inlaid floors.For the second aspect, very few people

have a clear idea of how complex thetheatre "machine" is.It is a difficult building, whose designspans from managing flows of audiencetraffic to mechanisms to raise theorchestra pit, and from lighting andsound to the positioning and size of thevarious other essential amenities andfunctions (foyer, toilets, bar, interpreter’sbooth, control room etc.) to the choice ofmaterials based on safety. Not only that,the audience must feel comfortable asregards temperature and humidity, becomfortably seated and have a goodview of the stage. All of this must bewrapped in a beautiful and formal "skin",with evocative features reminiscent ofthe "theatre". Here the skin had to be inthe eclectic style of the Italian theatres ofthe late eighteenth/early nineteenth cen-tury.In order to realise a project of this signif-icance there were only two possiblesolutions: either one megastudio thathad all of these capabilities in-house witha high level of professionalism, or aseries of specialist studios that, becausethey are so specialised, are used toworking as part of a group.So, in my opinion, the question shouldbe corrected in this way: what difficultiesdid you encounter when working as agroup? I would say that there weren’tany, or at least that they were not impor-tant, firstly because some of the studioshad already worked together and thenbecause the roles were well definedfrom the outset. Basically, it was thegreat respect that each had for the workof the others and the excellent coordina-tion that ensured that there were noholdups or bottlenecks, as well as thestrict adherence of all concerned to thetime schedule. The work proceeded flu-idly, with no delays, and we were able torespect the delivery times for the project,which were very short.

Q: How long did it take you to completethe project and how did your relationshipwith the customer pan out? A: It took about two and a half years fromthe first contacts to the delivery of the

SPECIAL REPORTCASE STUDY

CONTRACT & LUXURY

WHEN CONTRACT GOES TO THE THEATRE

Azerbaijan's Presidenton a visit to the Theatre

T

The National Theatre of MusicalComedy in Baku


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keys, that is from the beginning ofNovember 2010 to the inauguration inApril 2013.The first important campaign was carriedout in December 2010. Following theapproval of the final project (September2011), we worked on the execution planfor the stylistic-decorative elements,which was delivered at the end of 2011.In the meantime, preparation of thebuilding site, which had begun in 2010with the demolition of the existing struc-tures, progressed. From the earlymonths of 2012 an Italian engineer wasconstantly on site, in order to providesupport for the works and the logisticcoordination of the Italian firms, with adirect rapport with the Italian generalcontractor and with the planning group.As regards the relationship with the cus-tomer, the planning group answereddirectly to the Italian general contractor.As with every job for a public body, thechain of command was rather complex.It went from the politician in charge (endcustomer) to the Azerbaijani general con-tractor and to the Italian general contrac-tor, who operated in tandem, one hand-ing the Azerbaijani bureaucracy and theother dealing with the planning groupand the end customer, although thingsweren’t actually so schematic or hierar-chically defined. The end customer wasalways a very active interlocutor who wasattentive to details, especially those ofthe finishings, to the point that herequested a number of samples of thegilding for the plaster so he couldchoose for himself.

Q: What were the most demanding chal-lenges?A: There were many, but, from the grouppoint of view, the biggest problem was toimpose a "project culture", which wasrather vague, if not unknown, at locallevel, at least in the way we understandit. This was true at both the customer andthe executor level. Also the different cultural backgroundsled to some misunderstandings, espe-cially at the beginning. One example wasthe decoration of the presidential boxthat included allegories and symbologybased on classic iconography: poleswith flags, the eagle, a symbol of far-sightedness, and the lion, a symbol ofauthority. However, according toAzerbaijani iconography, this represent-ed aggressive and warmongering behav-iour, contrary to the Azerbaijanis’ senti-ments. At the customer’s request, theimages were changed. One could con-tinue, for example, mentioning the differ-ent values attributed to the variouscolours, but in any case the problemswere soon solved.I would like to mention one aspect thatproved to be a winner: the excellence ofthe Italian firms called upon to realise thework. The experience of the firms

involved was invaluable, both for solvingproblems on the site and for the closecooperation and support from thedesigners in proposing simple and validexecutive solutions or special finishingsthat we weren’t aware of. The contribu-tion of the fitting and assembly teamsbrought in by the General Contractorwas also decisive. We believe that thiscooperation was fundamental in reach-ing the good final result and in respectingexecution times. We feel that in thefuture firms can and must be moreinvolved, also at the planning stage.

Q: Do you have any other internationalcontract projects planned?A: The experience of working in a struc-tured group in order to carry out such acomplex project has enriched the cultur-al and professional baggage of all of us;consequently, if faced with a proposal ofthis type, we’d be ready to put the teamtogether again, perhaps with differentgeometries according to the needs.Everyone involved felt the experiencehad been very positive. While waiting fora new job of a similar level, some of uscontinue to work on international con-tracts, which may not always be sodemanding, but are always stimulating.


SPECIAL REPORTCASE STUDY

CONTRACT & LUXURY

THE COMPONENTS OF THE PLANNING GROUP:

General Contractor Fontana Grande srl fontanagrande.comArchitectonics and Coordination Th&Ma architettura themarchitettura.comStylistic-decorative Studio Sandini Corrà sandini-corra.itStructures Ing. Alessandro Gasparini PaduaAir/water Systems Studio Delta San Donà di Piave, VeniceElectrical System Solaris solarisingegneria.comAcoustics and Visibility Decima Italia decimaitalia.comStage Machinery Ing. Lucio Bernardini Battaglia Terme, PaduaElevations 3DEG 3deg.it

Details of the presentation of the project at Abitareil Tempo in Verona, October 2012

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APAN: IT'S LED TIMEIn the context of the growing con-sciousness of energy saving andelectricity conservation after the

disaster of Tohoku earthquake andtsunami in March 2011, LED lighting fix-tures and retrofit LED light sources havereplaced existing lighting fixtures andbulbs, expanding the market share intoresidential market. In fact, replacementof existing lighting fixtures with LEDs inresidential segment has become one ofthe main market segments sinceSummer 2011. The increase of total lighting fixture mar-ket is mostly backed by the expansionof LED lighting applications. The totalLED lighting market amounted to 139.3billion yen in 2011, increasing by185.7% on 2010. The expansion of“Energy Efficient” LED lighting applica-tions and LED bulbs is expected toaccelerate in 2013, due to the fact thatthe tight situation of demand-supply bal-ance in Japanese electric power supplywill not improve in the short term.Latest installations of LED lighting appli-cations had mainly expanded in thesegments of outdoor lighting and high-end retail lighting.Top three players in total LED lightingsales in 2011 (both LED lighting fixtures

and LED bulbs) were Panasonic(25.6%), Toshiba Lighting &Technology (16.5%), and Endo Lighting(8.4%), together covering almost 50%of total LED lighting market. Iris Ohyama(5.4%) and Daiko Electric (5.0%) follow.Within the LED lighting fixtures market,top three companies where Panasonic(29.5%), Toshiba Lighting & Technology(19.7%), and Endo Lighting (12.6%),together exceeding 60% of the totalmarket. Daiko Electric (7.5%) andKoizumi Lighting Technology (5.8%) fol-low. In the LED bulb market, top com-panies were Panasonic (19.5%), IrisOhyama (13.8%), Toshiba Lighting &Technology (11.2%), Samsung (10.9%)and Sharp (5.8%).

NEW TECHNOLOGIES IN LIGHTING:THE KOREAN CHALLENGESouth Korea registered a 70% increasein export flows of lighting in 2012 on2011, reaching a value of USD 872.9million. Japan, China and Slovenia areKorea's main commercial partners, rep-resenting a 31%, 15% and 11% marketshare, respectively. In 2012 exportflows mostly involved commercial light-ing (63.3%) while residential lightingrepresented 9.6% of market share.Both residential (+55%) and commer-

cial (+39%) segments recorded relevantincreases in 2012 on 2011.In 2012 South Korea imported lightingfixtures for USD 316.7 million. China isthe main importer, with imports for USD181 million, that is 57% of SouthKorean market. Japan and UnitedStates follow with a market share of 7%.European countries play a relevant role,too. Germany, UK, Norway, Italy,France and Denmark are among thefirst ten importers.South Korean imports of lighting fix-tures included 13% residential lighting,47% commercial lighting, 33% lightingfixture components and 7.2% Christmasand traffic lighting. Residential lightinghad a slight decrease in 2012 (-2.6%)on 2011, in line with an average growthrate of 3.9% between 2007-2012.Commercial lighting registered a+33.8% in 2012 on 2011 with an aver-age five year growth rate of 18.5%.South Korean trade balance recorded asurplus of USD 556.2 million in 2012.Trade balance had been positive also in2011 at USD 204.3 million.

THAILAND: 75% IMPORT FROM CHINAThe Thai lighting fixtures market is domi-nated by imported products from China.This is true both for the home/residential

SPECIAL REPORTMARKETS

CONTRACT & LUXURY

FOCUS ON THE ASIA PACIFICLIGHTING MARKETby Aurelio Volpe

J

www.worldfurnitureonline.com

Tokyo by night

19September 2013 - WF

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segment and the commercial segment,particularly for hotels and resorts. Highend residential lighting fixtures are ofteninspired to Thai classical art and culture,using mainly traditional materials likewicker, bamboo, porcelain, golden leaf.There is no LED, only incandescence. Some Thai lighting fixtures manufactur-ers involved in this segment are:Lighting & Equipment Public company.Established in 1993 by a group of pro-fessionals who had long been active inthe lighting industry, the company start-ed its marketing activity by selling fluores-cent luminaries to contractors and grad-ually expanded the core business byincreasing its product range and byexpanding the marketing network. Withthe aim to strengthen its position, thecompany acquired manufacturing andproduct-testing facilities and has beenoffering lighting business services to pro-vide added benefits to customers. Thecompany's business ranges from prod-uct design to manufacturing and market-ing of products in both domestic marketand abroad. A complete range of light-ing products is available for residences,office and commercial buildings, exhibi-tion centers, department stores, shops,museums, warehouses, stadium, multi-purpose complexes, public gardens, his-torical buildings, highways, advertisingboxes and airports.

Lightinghouse (Thong Lor) is a lightingdistributor offering an exclusive range ofproduct and lighting solutions from man-ufacturers worldwide, such as Unilamp,We-Ef, Lightech, L & E, Endo, Seco,Leds, Grok, Fabbian, Italamp. The com-pany boasts 30 years of experience inthe lighting industry and offers a widevariety of styles both in the field of archi-tectural interiors and outdoor lighting.Lamptitude offers a large catalogue ofhigh end residential and commerciallighting, including 10% classic residen-tial, 20% modern residential, 70% com-mercial lighting.

MANUFACTURING IN VIETNAM Very good opportunities for the lightingbusiness in Vietnam are expected partic-ularly for new hotels, industrial lightingand hospitals. Nowadays, two majorChinese manufacturers of lighting fix-tures, Neo-Neon and NVC, are also man-ufacturing in Vietnam.Established in 2004 with lighting as mainfield of activity, in 2005 Thanh LongLighting Co., Ltd officially became soledistributor of NVC’s lighting products inVietnam. Already famous in China and inother large markets such as Europe,North America, Middle East, SoutheastAsia, NVC has become a well knownbrand in Vietnam and a top choice forprojects. Products distributed by Thanh

Long have a part in many important proj-ects such as Vicom; Golden West lake,BIDV Tower; Pacific Place; Novotel;Vietnam Petrolimex. Recently, Thanh Long and NVClaunched NCT, a new brand for Vietnammarket only, capable to better meet thelocal climatic conditions and voltage.Neo-Neon Holdings set up the Vietnamarm in the Northern province of Thai Binhin 2007 to pave the way for expansionsto regional countries. It is operating fourproduction facilities – the Vietnam oneand three other plants in China - and itplans to enlarge the Thai Binh facility.Neo-Neon expanded its productioncapacity with the addition of a new pro-duction facility near Hanoi, Vietnam. Asmarket pressures and increased costs ofmaterial and working force have began togenerate challenges in the labor inten-sive products such as light string andrope lighting, Neo-Neon brought theVietnam factory online to enable adjust-ments to the market needs.



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Guangzhou skyline

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CONTRACT & LUXURY


mong mid-term global challeng-ing questions, the approach tosmart living in fast growing citiesis of high importance.

Urbanisation policies in tier 1 and tier 2cities of the world have to face the grow-ing demand for energy and the need forsustainable housing models, innovativetransportation networks and renewableenergy power systems. Smart integratedsolutions should enable to optimize con-sumption and satisfy the increasinglyhigh demand for energy in emergingcontries and regions worldwide.

Fast growing development in huge areasof the world like China, India and Brazilhas redefined the way energy, raw mate-rials and resources are distributed. Carshave been getting hybrid and greener tomeet latest emission standards and bio-fuels are largely under study, while lastgeneration vehicles are being designedfor the requirements of tomorrow'smobility in mega cities. Fast growingeconomies need cleaner energy.

Reportedly, gas emissions are half theCO2 of coal when used to generateelectricity. Since less fuel consumptionmeans lower CO2 emissions, there is awide shared interest towards new traintechnologies.

High-income countries as well areimplementing more actions towardsgreen-energy business. The State ofNevada in the United States aims to pro-vide 25% of electricity from renewableresources by 2025. The EuropeanUnion climate and energy packageknown as "20-20-20" aims to ensurethat EU meets following climate andenergy targets by 2020:•a 20% reduction in EU greenhouse gasemissions from 1990 levels;•raising the share of EU energy con-sumption produced from renewableresources to 20%;•a 20% improvement in the EU's energyefficiency.

BUILDING MATERIALS, WATER ANDLIGHTINGBuilding materials with outstanding per-formance level are on the horizon. AtYonsei University in South Korea they areworking on a self-healing concrete,which is able to self-repair small cracksand holes on existing buildings through aprotective waterproof polymer. The offering of high performing glassfrom leading producing companies isranging from higher resistance to humid-ity and high temperatures, to lower G-value (solar energy transmittance) allow-ing less sunlight into the building, as wellas excellent post-breakage behaviourand high safety levels (more about glassand energy performance of buildings onpages 33-34 of this issue).

Improving access to fresh water in devel-oping areas of the world is a crucialtopic. A wide application on industrialscale of desalination plants of new gen-eration is a challenging problem. AtLockheed and MIT they are trying to usegraphene to desalinate water. Agraphene-based membrane in a seawa-

ter desalination system could reportedlybe 15% to 20% cheaper to run than tra-ditional plants using a polymer mem-brane.

When it comes to lighting, it's a matter ofa huge amount of energy. For example,in the United States lighting accountsfor about 17% of all electricity used.Light emitting diode (LED) lamps haveredefined the way lighting technologyused to be, both at home and in thestreets and in the common areas of ourcities. Huge plans of substitution ofsodium lights with LED street lights areunder way in many cities, passing from60 lumens per watt to around 100lumens per watt. LED lamps do not burnout and they account for a ten-year ormore economic life. Lower costs ofchanging and maintenance make thesubstitution even more profitable, lead-

LIVING THE CITIES OF 2020. SNAPSHOTS IN THE AGENDAA

by Paola Govoni

House of Senses. Render by Christophe Pillet

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CONTRACT & LUXURY

ing to some energy savings as well.Furthermore, there is evidence thatwhite LED lamps allow better percep-tion in the dark.

Smart LED bulbs for domestic use havebeen created from leading manufactur-ers. Philips offers bulbs that can becontrolled in remote through a smartphone app. They can change colour ondemand, while other bulbs can adjusttheir brightness and change colours tomimic a sunrise. Our smartphones andtablets turn out to be proactive sensors,capable to rule electronic devices,household appliances and buildingautomation systems. Domotics canmake the control of smart technologiesat home user-friendly. Since a sustain-

able living style with lower environmen-tal impact is going to become a priority,reduced consumption of energy andwater at home is a must. When it comesto energy-saving and water-saving pro-grammes for both dish and cloth wash-ing machines, last generation appli-ances are in the foreground.

NEW HOUSING MODELSA discrepancy outlines between tradi-tional housing models and the shape ofthe households in the global cities, asresulting from new trends in immigrationflows, demographics, interconnectingtechnologies, emerging economies.Thus there is a need for innovativeoptions in the housing market of 21st

century's global cities, with increasingoffering of place-safe, green, efficientand smart options and a focus on smallplaces. Particularly in Tokyo, Japanesearchitects and interior designers havebeen capable to maximize housing den-sity yet creating comfortable and ele-gant spaces, providing a smart livinglayout. Reduced spaces of living unitsand ageing population in advancedeconomies cannot fail to have animpact on the way furniture and furnish-ings are designed. Alternative housingunits have been built in some US citieslike Boston, Seattle and San Diego.

A CASE STUDY IN SWEDENEco-sustainable residential areas havebeen created or are in the pipeline inEuropean Nordic countries likeSweden. Hammarby Sjöstad, an oldindustrial area with heavy pollutionproblems, has been transformed in anurban model aiming to halve the totalenvironmental impact of the area. Thismeans that residents will reportedly pro-duce 50% of the power they need byturning recycled wastewater anddomestic waste into heating, coolingand electricity. Underground pipes usevacuum sunction to transport thegarbage, which is separated and most-ly re-used or used to produce energy.Brand new types of fuel cells, solarcells and solar panels are tested. Oncecompleted, in 2018, this residentialwaterside area in Stockholm will houseover 20,000 residents in about 11,000apartments.

Residential water-side area inStockholm

Since 1983 the “Forecast Seminar for the Funishing Markets in Italyand Worldwide” has been CSIL’s traditional end-of-the-year mee-ting for leading sector players and operators, representatives ofinstitutions and trade associations, press, economists and resear-chers and also a not-to-be-missed opportunity to analyse trendsand projects for the furniture sector in Italy and in the global mar-ket, with selected testimonials discussing on the breaking focusthemes.The 31st edition of CSIL Seminar will take place on Friday,November 22, 2013 in Milan, at the Congress Centre Palazzodelle Stelline, with the participation of keynote speakers fromcompanies, trade associations, project studios, private and publicinstitutions. CSIL experts will be presenting the forecast scenario for the furni-ture industry in Italy and the world's top 70 countries for 2014. Participants in the Focus"Smart & Fast. Cities of 2020" will be discussing about the critical issue of global citiesand sustainable growth in the mid-term, main socio-economic implications and whichopportunities can be expected for companies going and growing international. Contact person for Seminar details and requests: Paola Govoni,<[email protected]>

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even brands from the Italian ChairDistrict - industrial cluster deeplyrooted in the Friuli Region - net-worked and approached South

Africa with a special project from 28 to31 May, 2013. Domitalia, Fornasarig,Frag, Gervasoni, Moroso, Potocco andTonon, for the first time together as mainactors in a temporary showroom in theheart of Cape Town, in the framework ofan operation entitled "Italian ChairDistrict Meets Cape Town". Domitalia, Fornasarig, Frag, Gervasoni,Moroso, Potocco and Tonon landedtogether in the 2014 World DesignCapital, showcasing a collection of prod-ucts of excellence that received anamazing response. As part of a broader project entitled“Gateway to South Africa”, where the

Chamber of Commerce of Udine is theleading partner and the Italian ChairDistrict is the main coordinating body,this operation proved that opportunitiescome to those who know where to lookfor new markets, as the global demandfor furniture has been moving to emerg-ing countries in different parts of theworld and South Africa is one of them.Well known architects, interior design-ers, specialized journalists and tradeoperators on the domestic market but

also on the more interesting SubSaharan African markets were drawn tothe Temporary Showroom that wasstaged in the heart of the city.Distinguished operators – one for all,Makena Makeka, the founder of MoDILa(Museum of Design, Innovation,Leadership & Art), celebrities from theworld of luxury and fashion and a strongmedia presence –attended the event.Visitors greatly appreciated the exhibitionof pieces from each brand, created bytop international designers: from theupholstered furniture and coffee tablesdesigned by Patricia Urquiola forMoroso, to the collections of chairs andleather armchairs created by Frag in col-laboration with Gordon Guillaumier,Michele Di Fonzo, Calvi & Brambilla;from the innovative chairs designed in3D by Mac Stopa and the new leathervariants created by Martin Ballendat for

Tonon, to the wooden chairs for the con-tract sector designed by Luca Nichettofor Fornasarig; from the collections ofindoor and outdoor stools and armchairspresented by Potocco and designed byHannes Wettenstein and WolfgangMezger, to the versatile polypropyleneand polycarbonate chairs designed byRadice&Orlandini, Fabrizio Batoni, FabioDi Bartolomei and Dual Design forDomitalia, and the collections of chairscreated by Paola Navone for Gervasoni.

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A TEMPORARY SHOWROOM IN SOUTH AFRICA

The temporary showroom

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Network of 7 Italian brands

Italian Chairs in Cape Town

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decided to cooperate with the fashionworld (e.g. Armani, Versace, Missoni,Moschino, Ferragamo…). This is aninnovative approach of the last decadethat is rapidly spreading throughout theworld.

ASIA IS GOING FASTERThe hospitality market showed growthover the last two years. Tourist arrivalsincreased by 4% and the number of newrooms (including both newly opened andrefurbished) increased as well by 5%.This growth has been driven by China

and Asia Pacificwhich witnessed10.2% increase inthe number ofrooms available onaverage. Europeand North Americaincreased by 1.5%each. Central-South America andAfrica-Middle Eastshowed approxi-mately 5% growthin number ofrooms available.Just looking at the


CONTRACT & LUXURY


HE GLOBAL PICTUREWorldwide hospitality market isestimated by CSIL at over USD27.1 billion at end-user prices for

the year 2012. The North American mar-ket is the biggest one accounting foraround 40% of the total, followed byEurope with 26% and Asia/Oceaniaaccounting for 24%. In MENA countriesthe hospitality market is estimated to beworth approximately USD 2 billion, where-as the market in Central/South America,mainly driven by Brazil, accounts foraround 3% of the world hospitality market.

In 2012 roughly 353,000 new roomshave been built and 573,000 rooms havebeen renovated, for a total of about926,000. Asian countries have currentlythe largest pipeline in the world, with over380,000 new rooms in construction.According to interviewed experts around39% of this market involves 4 and 5 starshotels. In particular, in Europe theupscale segment represent 40%, whilein the Middle East and Africa it covers43% of the market values. Asia-Pacific isbelow the average (35%). There are dif-ferent leading chains of hotels that have

WORLD HOSPITALITYBUSINESS STILL TO EXPAND

T

by Mauro Spinelli CSIL International Market Research

HOTEL ROOMS WORLDWIDE. GROWTH BY GEOGRAPHICAL AREA, 2012/2009. Average yearly change (%)

Source: CSIL processing

TOP 10 HOTEL GROUPS BY NUMBER OF ROOMS, 2012. Units and percentage change

Source: CSIL processing on MKG Hospitality

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largest hotel chains in the world totalling4.4 million hotel rooms (approximately33% of world stock) they increased by amoderate 1.7% in the number of rooms.Some smaller operators especially fromAsia are increasing faster and climbing intop positions. This is the case of theChinese Home Inns (Motel 168) rankedfrom 13th to 9th position in just two years(from 93 thousands to 176 thousandsrooms in the period).In value terms, the overall contract furni-ture consumption increased by 3.9% intwo years. Hospitality market is estimated toaccount 23% of the global contractmarket.

LEADING HOTEL CHAINSLooking at top 300 hotel chains (rankedby number of rooms), 137 hotel head-quarters (or 46% of total) are located inNorth America (mainly in the UnitedStates), while Europe ranks second with88 headquarters locations (mainly Spainand the United Kingdom). China andHong Kong give home to an increasingnumber of fast growing groups.IHG, Hilton Worldwide, MarriottInternational and Wyndham Hotel Groupare the largest hotel chains, managingover 600,000 hotel rooms each.

COMPETITION AND RELEVANTPLAYERS Market share for major players do notexceed 2% when considering the world-wide market. However, there are hugedifferences among regions. Europe is anexample of fragmentation with severalsmall players, while Middle East shows

high concentration, with less than 5 play-ers controlling the largest portion of thehospitality business.A trend towards concentration is alsoexpected in the coming years. This canbe due to the increasing organization inthe hospitality business (large playersand chains are gaining market share) anda progressive increase of “turn-key” serv-ice demand. Companies with turn-keyability should probably perform betterthan other operators.It is worth to be noticed the huge pro-gression of Chinese companies, whichin less than five years climbed among thelargest players in the world, in line withthe booming domestic demand.Dubai based Depa International isamong the leading companies in the inte-rior contracting segment. It has branch-es in Milan, Cairo and Abu Dhabi. In2012 revenues increased by 12% if com-pared to the previous year. In the United Kingdom a leading interiorrefurbishment company Ibex Interiorentered in administration in June 2012and closed activities in the followingmonths. On the other hand HavelockContract registered a +20% increase inturnover in 2012.The Austrian Voeglauer is a suc-cessful company in the contractsector (specialist manufacturer ofhotel furniture). Registering yearly double-digit growththe company doubled its revenues in afive-year span. In 2012 the contract segment of PoltronaFrau Group increased by +6.6%.


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WORLD HOSPITALITY MARKETPublisher: CSIL Publication date: July 2013, II Edition. Language: English Available for online purchase and immediate download at www.worldfurnitureonline.comThis Report provides an overview of the world hospitality furniture market,namely the world contract furniture market for hotels and resorts with a focuson the four and five star segments. Demand Drivers: Analysis of World Tourism Flows;Demand Analysis: Investigation of the number of new opened rooms inhotels and similar establishments and their renovation activities and identifi-cation of the top hotel chains in the world;Distribution system: Description of the purchasing process and of the mainplayers involved;Supply Analysis: An overview of the Competitive System;Profile of the leading contractors;Profile of the top architects and interior design studios.The Report is divided into four main geographical areas: Europe, Middle East,Asia and the Americas, with focus on some of the main countries for eachRegion. Attention is given in highlighting the specific features of hundreds ofkey players of the hospitality sector, such as major architects and interiordesign studios, the major hotel chains and some of the major contractors.

HOTEL CHAINS STILL ON GROWTO IN CHINAChina is probably the biggest market worldwide for the Contract business.Major international hotel chains are planning a big expansion in China byopening hotels not only in first-tier cities, but also second- and third-tiercities. The hospitality market in China is worth around US$ 5.5 billion andthe furniture business is mostly made by beds (20%), bathrooms (15%),lighting fixtures (9%) and mattresses (7%). IHG, which currently manages 164 properties in China, has 142 hotels in itsdevelopment plan, the largest one in China and a quarter of the company'stotal globally.Reportedly, Hilton Worldwide will have 100 hotels in China by 2014, fourtimes the number of properties it manages in the country nowadays. ThenChina will become its second largest market, after the United States.With 70 existing hotels in China, the chain Starwood Hotels and Resorts hasmore than 90 new hotels in the pipeline. While China's luxury and high-endhotel market is reaching its maturing point, US-based Starwood Hotels &Resorts is turning to tap another niche, select service hotels, to cater to theneeds of travellers who are youthful-minded and lifestyle-conscious.Starwood, which invented such kind of hotel branded Aloft years ago, intro-duced Aloft into China in late November 2009. Located in the heart of the city and business regions, the Beijing Aloft is thefirst of its kind in Asia and outside North America. There are 5 hotels underthe brand Aloft in 2012. Compared with the other high-end hotel brandssuch as Sheraton and Westin, Aloft provides an attractive lower room rateper night. (A.V.)

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he world market for luxury furnitureand furnishing is worth approxi-mately USD 51 billion at factoryprices (around USD 133 billion at

consumer prices). The market includesaround USD 30.8 billion of furniture(upholstery, bedroom furniture, kitchenfurniture, bathroom furniture, dining andliving room furniture), approximately 10.5billion USD of contract furniture for luxuryprojects such as five stars hotels, yachts,private villas, executive offices and retailoutlets. Another USD 2.5 billion is madeby luxury lighting fixtures and the remainingUSD 7 billion are textiles, appliances andinterior decorations, which make the envi-ronment become a luxury experience.

FOUR VARIABLESThere are four main proxies to analyze theluxury furniture market size and trendsworldwide: the number of world million-aires and their distribution by countries,the international flows of furniture made inItaly, Germany, Japan, U.S. and otherWestern European countries, the incomeper capita generated in each country andwhere the world’s premier shopping dis-tricts are located.

Taking into account these four variablesenables us to evaluate the potentialdemand for luxury furniture expressed byeach country and to show where luxuryfurniture manufacturers should invest.Currently, the highest potentialities areexpressed by two big emerging markets,China and India, and by a mature marketas well, the United States. If compared tothe wealth distribution in the rest of theworld, the US shows a high share of pop-ulation with wealth above USD 100,000,and by far the greatest number of mem-bers of the top 1% global wealth group.Actually, the number of Ultra High NetWorth individuals with wealth exceedingUSD 50 million in the U.S. is eight timeshigher than that of the second country inthe global ranking, China.It is also interesting to note the potentiali-ties expressed by Brazil and Russia.Brazil’s average household wealth tripledbetween 2000 and 2012, rising from USD8,300 per adult to USD 29,000, whereastotal wealth in Russia increased sevenfoldbetween 2000 and 2012, reaching USD1.3 trillion in 2012.The overall market for luxury furniture isstable in Europe and the United States,

whereas it is quickly growing in China,where Italian and German luxury furnituresuppliers are performing very well. Luxuryfurniture markets are steady increasing inthe Middle East and Latin America. Whilein the Middle East luxury furniture and fur-nishings European manufacturers are thebest performers, in Latin America US play-ers still take the lion’s share. Just moving its early steps, the luxury furni-ture market in India is expected to see asubstantial jump in the number of million-aires in the next five years, as the totalnumber of ultra-rich in the country is likelyto touch 242,000 by 2017, registering anincrease of 53 per cent in five years.

BEYOND THE CORE BUSINESSConsidering the main trends on the luxuryfurniture market worldwide, luxury lifestyleis becoming a much called-upon catchexpression to conceive extensions by lux-ury brands, outside their core expertise. Itis not unusual for luxury goods brands tobranch out into sporting equipment(Chanel, Bugatti, Louis Vuitton), brandedhotels (Bulgari, Versace, Armani) and hotelsuite design (Jaguar Cars, BottegaVeneta).

SPECIAL REPORTTRENDS

CONTRACT & LUXURY

LUXURY MARKETSWORLDWIDE. AN OVERVIEW

by Sara Maddaloni CSIL

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Dubai's view Princess 85 motor yacht - interior decorations by Fendi Casa

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One of the most common trends is theentering of luxury fashion brands into thedesign and production of luxury homewares. Fashion and home décor share twocritical core competencies in textiles anddesign, and therefore in terms of categoryextension, for fashion brands, it poses rel-atively low level of risk.Donna Karan, frequently being featuredin design and architecture magazinesalongside her properties in New YorkCity, the Hamptons and the British WestIndies, launched Donna Karan Home andDKNY, two distinctive bedding and bath

collections. More recently, Pure DKNYwas launched: an eco-friendly home col-lection made from 100% organic cotton.The brand has also collaborated withLenox, a U.S. market leader in qualitytable top, giftware and collectibles, toproduce a collection of home décor andtableware’s.Vera Wang opened doors to her first‘lifestyle’ retail destination back in 2006,

for the first time combining her ready-to-wear, accessories, fine jewellery and fra-grances, with tableware and textiles.Today the brand focuses on bedding, finepapers and table top categories within itshome ware products. The strong associa-

tion of the Vera Wang’s brand with luxuryweddings carries Vera Wang to becamepartner with England’s Wedgewood to pro-duce a collection of sophisticated dinner-ware, barware, votives, frames and vases,in both porcelain and Wedgewood’s signa-ture crystal. The brand has also partneredwith fine stationary producer WilliamArthur, to produce a range of invitations,save the date cards, place cards and

notepapers. There is also the Vera WangFlowers extension, a partnership withAmerica-wide florist FTD and premiumbedding produced under license by SferraBros, in sophisticated shades of white andcream.This “expansion” has been further pro-pelled by the rise of the luxury brandedhotel. In 2011, Diane Von Furstenberglaunched a collection of bedding andtableware, preceded by the launch of theDVF suite at Claridge’s hotel in London.At the beginning of the 2012, there wasthe launch of the second Armani hotel inMilan (the first was located in Dubai), con-ceptualised and furnished by ArmaniCasa’s team of architects and interiordesigners. Versace’s Home collection led to thebrands partnership with the SunlandGroup, which saw the launch of first resortbearing the signature of a luxury brand inSeptember 2000. “Palazzo Versace”opened on Australia’s Gold Coast, fol-lowed by a property in Dubai.Fendi Casa was enlisted by fellow LVMHbrand Princess, to design and furnish theinteriors of its super yachts. Bespoke furni-ture, fabrics, accessories, detailing andfloor coverings from the Italian designhouse have been seamlessly integratedinto the superyacht 85’s spacious interior.It is the second Princess to have been cre-ated in conjunction with Fendi and furthercustomer orders for similar yachts arealready in the pipeline.

SPECIAL REPORTTRENDS

CONTRACT & LUXURY


WORLD LUXURY FURNITURE MARKETPublication date: July 2013, II Edition. Pages:149. Language: English.Publisher: CSIL. The Report is available for online purchase and immediate downloadat: www.worldfurnitureonline.com

CHINA AND TAIWAN: FURNITURE IMPORTS FROM ITALY AND GERMANY, 2007-2012.

Lighting fixtures by Banci Florence Premium bed and textiles

Source: CSIL

026_027_SPECIAL_TRENDS_Luxury:prova1 31/07/13 10.50 Pagina 27

REVIEW

lthough the Chicago weatherthis June was decidedly unsea-sonal, the business atmosphereat NeoCon 2013 was anything

but cool - it was like old times, with lotsof optimism and enthusiasm. There maynot have been quite as many dramaticnew products as in the high-flying daysbut after years of economic upheavaland the dumbing-down effects ofaggressively priced commodity prod-ucts from Asia, there was evidence offresh thinking and design-led invest-ment from some of the larger compa-nies. More than 45,000 had pre-regis-tered for the show, many more than inrecent years. NeoCon has increasinglybecome two shows; the permanentshowrooms on floors 3, 10 and 11 andthe temporary show stands on floors 7and 8.

DIRECTIONSThe most obvious trends involvedaspects of technology, Europeanstyling, homely furniture, earthy coloursand felt. Although there was no evi-

dence of any wholesale invasion byEuropean companies into the market,European styles of benches and highbacked seating enclosures abounded;Teknion had gone one step further withtheir prominently displayed new alliancewith B&B Italia.As for colours, white benches werefighting upholstered furniture shown inprimary colours and all shades of yellowand orange. However, there was also anoticeable use of earthy, muted,browns, tans, warm greys and greens.The use of felt as an upholstery materi-al made its appearance in 2012 but thisyear, it was everywhere - suspendedfrom ceilings, sitting on floors and divid-ing up spaces.

THE PRODUCTSThe outstanding “major” this year wasundoubtedly Herman Miller. Their show-room had been recreated to present theLiving Office, the company’s answer tothe results of their research into theways people sit, stand, communicate,gather and perform countless otheractivities in a work environment. Thefurniture was attractive and elegant.Locale from Sam Hecht and Kim Colincreated attractive open plan workingareas and Metaform designed byStudio 7.5 used lightweight modularblocks to allow easily reconfigurableareas for almost any purpose.

Locale from Herman Miller’s Living Office

Davis is one of the smaller companieswith a permanent showroom in theMart but has a larger than life image.

This design inspired organisationmanages to achieve high manufactur-ing quality to match the quality of itsdesigns which come from some ofEurope’s finest. This year, it showedan elegant, very long, walnutveneered table, Span, supported onlyby four slim, veneered steel tube cor-ner legs.

Steelcase had fur ther developedtheir Mediascape collaborative tableand screen so that users wereoptionally connected wirelessly, buttheir real star was the clever Gesturechair designed by Glen Oliver in con-junction with their in-house team. Thedesign was driven by the differentways people sit to use tablets andsmartphones. The chair is ‘one sizefits all’ with arms which can be con-torted in all directions. Claudio Belliniinspired the in-house team in the cre-ation of the new V.I.A. wall system,which had good acoustic propertiesand a wide range of options.

Steelcase Gesture chair


AT NEOCON IT WASLIKE OLD TIMES

by John Sacks,www.jsacs.com

A

028_029_REVIEW_Neocon_rev:prova1 30/07/13 12.09 Pagina 28

The Steelcase company Coalesse,which is often a source of innovativeproduct ideas, showed a design fromJean-Marie Massaud - the MassaudWork Lounge, with a Canopy whichcould be lowered to completely enclosethe occupant.

Celebrating its 75th Anniversary atNeoCon, Knoll this year launched Toolsfor Life by Rem Koolhass, which usesthree connected square cylinders intwo sizes which pivot to create recep-tion and lounge furniture units.Haworth focused on collaboration,using technology and soft furniture, andpresented Bluescape – a SanFrancisco based collaboration withObscura Digital. This software allowedmassive screens to run tablet type activ-ities for participants anywhere in theworld, all joining in at the same time.HNI Corp companies together occupyseveral large showrooms in the Mart,each under one of their brands whichinclude HON, Allsteel, Gunlocke, Paoliand HBF. The group’s companies andproducts serve the broad middle marketsectors and they have been known todescribe themselves as “fast followers”rather than innovators. This year, HONintroduced a truly ground breakingproduct, the attractive and cleverlyengineered Purpose chair from thecharismatic Marcus Koepke which usespassive technology rather than knobs,buttons and levers to create a very com-fortable sit.

Away from the permanent showroomfloors, Saosen from Dongguan City inChina showed brightly coloured work-stations made from epoxy powder coat-ed MDF and Kwick Screen from the UKattracted plenty of interest in their very

large, flexible pulloutscreen which can quicklydivide areas and form tem-porary rooms. DavidWinston from Los Angelesshowed his simple andelegant Eyhov workstation

system for Scale 1:1 which uses a verylimited number of components to formhighly practical and well thought outconfigurations including Bolla shelvingwhich used boldly coloured steel andplastic to create an innovative storagesystem.

Scale 1:1 Eyhov

The acoustic and environmentallyfriendly properties of felt were beingpromoted widely. Knoll showed thehighly colourful Fitzfelt hangings andfloor mats by Ayshe Birsel and the newBuzziSpace showroom left you wonder-ing just what you couldn’t make fromfelt. Humanscale launchedhis new Smart chairwhich took the alreadyunderstated Libertychair to a new level ofsimplicity. Another interestingdesign-led group, OFSBrands showed furtherdevelopments of their11 Work Space rangeand The Edge by FirstOffice – a mixed usecollection for the office. Vitra's showroom fea-

tured a variety of enclosures includingWorkbays by Ronan & ErwanBouroullec. Okamura from Tokyoshowed their new Choral task chairwhose deceptively simple appearanceconcealed innovative technologyincluding ankle tilt recline and seat pivotsuspension.

KI's enclosures - and most showroomshad variations on the same theme -were for individual use rather thangroup activity. Apart from the new link-up with B&B Italia which grabbed alarge part of the Teknion showroom, thecompany also announced the launch ofa new textiles division which attractedconsiderable interest and also showedtheir new Interpret range of benchesand workstations and the Fractals seat-ing group of soft seating which won aNeocon Gold Award. The UK’s Allermuirlaunched Tonina – She Comes inColors – an Italianesque plastic stack-ing chair.

REVIEW


Vitra Workbays

Coalesse Massaud WorkLounge & Canopy

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MARKETS

he European market for officefurniture is experiencing transfor-mation. Just looking back to2008 it is possible to notice

some relevant differences: we currentlyhave a smaller market, in constant turbu-lence with increased competitivenessand concentration. Recent figuresreleased by CSIL just represent a confir-mation of this assumption.After a positive 2011, the European mar-ket for office furniture dropped downagain in 2012. A deterioration of marketcondition in the second half of the yearconduced to a 3.7% reduction of pro-duction. The growth of international tradehas been weak. The 1.7% increase inexports (EUR 2,381 million) was accom-panied by a similar trend in imports(+1.4% EUR 2,276 million). As a result,apparent consumption decreased by -3.8% over the year.Market openness increased in 2012 asexports/production ratio grew to 33%and imports/consumption ratio reached32% both gaining one percentage pointcomparing to the previous year.Scandinavia is the only region which

showed growth in the year. For the firsttime since 2009, Germany, the leadingproducer in Europe, turned to the worse(-2.1% in production in 2012). France,the second most important market, reg-istered -3.6% in domestic consumption.Office furniture demand in the UnitedKingdom reduced by -1.4% in 2012. In Southern Europe (Italy, Spain, Greeceand Portugal) the market performed neg-atively for the fourth year in a row.

RELEVANT COMPANY FACTSThe market difficulties registered in theyear gave new reasons for industrialrestructuring process with a number ofcompanies downsizing employment,entering insolvency procedures, operat-ing factory closures and M&A process-es. As a matter of fact sector concentra-tion continued to increase constantly:the combined market share of the toptwenty players climbed from 40% to 47%in just four years.Among the recent M&A operations to bepointed out there is the acquisition ofMewaf International (Belgium) by its com-petitor Pami. The merger dated July2012 followed another take over operat-ed by Pami in the Netherlands, wherethe Belgian group acquired MibraKantoormeubelen (June 2012).In January 2013 Bruynzeel Filing and

Storage, since then part of theConstructor Group, announced mergerwith Qubiqa Storage Solutions (part ofNordplan).Significant step has been made by thePolish Nowy Styl, which established itsmanufacturing activity in Germany (NowyStyl GmbH) and it is going to re-launchthe historical German office chair brand“Grammer”. Furthemore in June 2013the group announced the acquisition ofanother German company: Rohde+Grahl. Following this acquisitionNowy Styl will almost double its turnoverin Germany from EUR 40 million to EUR70 million in 2013.During the first six months of 2013 sever-al European companies in the sectorannounced restructuring actions.Leading companies like Bene, Ahrend,Martela and Wilkhahn started businessreorganization at different levels. Somemedium-small manufacturers registeringtroubles seem to be far from a solution(Ex. Arféo in France).

A FOCUS ON SWIVEL CHAIRSThe 2013 edition of the CSIL reportshows a brand new focus on the officeswivel chairs market in Europe, which isestimated in around 8.2 million units soldin 2012. The average “net price” for aChinese imported swivel chair ranges


NEW PATHS FOR OFFICE FURNITURE IN EUROPE

by Mauro Spinelli, CSIL

T

EUROPE. PRODUCTION, CONSUMPTION, INTERNATIONAL TRADE, PRICES AND OPENNESS OF THE OFFICE FURNITURE MAKET, 2011-2012

Source: CSIL processing; Note: values referred to EU 15 plus Norway and Switzerland

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from 50 to 80 EUR, while the averagenet price for a European manufacturedswivel chair is EUR 262 (ranging fromapproximately EUR 315 in Sweden toEUR 223 in Spain). These prices includeboth operative and executive office swiv-el chairs.

EXPECTATIONS FOR 2013During the first months of 2013 the eco-nomic European outlook given by themajor international organizations for theyear 2013 has been completely revised.Official projections show that the currentyear will be stagnant. The 1.3% GDPgrowth predicted last year for theEuropean economy has been downgrad-ed this year to a –0.3% reduction. Largest decreases are expected forPortugal, Spain, Italy and theNetherlands, general stagnation is pre-dicted for France, Belgium and Finland,while Germany will increase slowlytogether with Austria, Switzerland, theUnited Kingdom and Northern Europe Reflections of the above described envi-ronment are evident on the office furni-ture business which started 2013 with aslowdown of exports activities.According to the last available figures

from Eurostat: just +1% exports growthin January-February 2013 (compared tothe same period of 2012). The first twomonths of 2012 experienced +5% (on2011).Due to the reported conditions, theEuropean office furniture output at con-stant prices is expected to reduce againin the current year.

MARKETS


THE EUROPEAN MARKET FOR OFFICE FURNITUREPublisher: CSIL Publication date: June 2013, XXV Edition. Language: English Available for online purchase and immediate download atwww.worldfurnitureonline.comThis report offers a comprehensive picture of the officefurniture market in 16 Western European countries,providing office furniture industry statistics (productionand consumption, imports exports), office furnitureprices, marketing policies and distribution. Market evolution (2002-2012) and figures by country.The report analyses sales data and market shares of topEuropean manufacturers. Company sales are brokendown by country, by product (seating, desking systems,executive office furniture, filing systems/storage, wall towall units, meeting rooms and communal areas).NEW!! This edition contains a brand new analysis onoffice seating quantities and brand positioning. The number of swivel chairs sold and brand positioningby average “net price”, is given for six major countries(Germany, France, United Kingdom, Italy, Spain andSweden). Values include both products manufactured in Europeand products imported from Extra European countries.

EUROPE. OFFICE FURNITURE PRODUCTION. MARKET SHARE OF TOP 20 COMPANIES,2009-2012. PERCENTAGE SHARES

Source: CSIL processing

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STRATEGIES

uring the last months, at CSIL wehave been using new modelsand methods for designing,implementing, and analyzing

trade satisfaction surveys.Founded upon the same principles asconsumer satisfaction, trade satisfac-tion measures the attitudes of tradecustomer. Trade is the link between themarketer and the user. In a competitivemarketplace where businesses have tocompete for customers, satisfaction oftrade with the company is an increas-ingly critical item to the success of busi-ness strategy. Especially for mediumsized companies, enough structuredbut without a real bargaining power(especially for oligopolistic markets),trade satisfaction is a very useful tool tomonitoring a business. Implementing and aggregating newapproaches to survey data analysis, mayprove to be effective in increasing theinformation quality derived from a tradesatisfaction survey, particularly when itcomes to identify the drivers of satisfac-tion and to decide how and whereimprovement initiatives should belaunched. New tools for the analysis ofsurvey data include: - Bayesian networks;- CUB models for explaining feeling anduncertainty; - Rasch models; - Decision trees; - Non-linear principal component analysis; - Multi-dimensional scaling;- Control charts applied to customersurveys.

A first example regards the distribution ofa design oriented group of furniture com-panies. The score of satisfaction is par-ticularly high, but a statistical analysisshows that this is just a pre-condition forsuccess. Retailers ask for service, andthe level of satisfaction is not particularlyhigh there.A second example comes from a groupof built-in appliance manufacturers. Forsome players, the satisfaction with salesforce is quite high but an in-deep analy-sis shows how this is really not a dis-criminant and the poor score on mer-chandising is just a false problem (lowpriority). You need to keep up the goodwork (your strong points) and concen-

trate on the weakness points. Statisticalanalysis can show how sometimes retail-ers ask for design and brand, but whatthey really want is service, loyalty andhigh margins.


NEW FRONTIERS FOR TRADE SATISFACTION ANALYSIS

by FedericaCugnata CSIL

D

Source: CSIL

Source: CSIL

032_STRATEGIES_New frontiers:prova1 30/07/13 12.24 Pagina 32

epresenting 40% of total EUenergy consumption and 36% ofCO2 emissions in the EuropeanUnion, energy efficiency in the

building sector is identified as a top prior-ity. A comprehensive framework of direc-tives and regulations to improve energyefficiency in the building sector is inforce in Community law. Among these,the Energy Performance of BuildingsDirective (EPBD) is the main Europeanlegislative driver affecting energy use inbuildings. Originally formulated in 2002(2002/91/EC), the EPBD set out the fol-lowing key requirements for MemberStates:• Minimum standards for the energy per-formance of new buildings and large(>1,000 m2) existing buildings undergo-ing “major renovation”;

• A general framework for calculating theintegrated energy performance of build-ings;• Energy certification for both new andexisting buildings whenever they areconstructed, sold or rented out;• Implement an inspection and assess-ment regime for air-conditioning andmedium-sized and large heating systems

or, in the case of the latter, develop infor-mation campaigns on the subject.Enormous energy savings can beachieved through implementing practi-cal energy-saving measures in newand existing buildings. Directive2006/32/EC on Energy End-UseEfficiency and Energy Services (knownas the Energy Efficiency Directive,ESD) provides a framework for ensuringthat when energy is finally consumed, itis done so in a more efficient and eco-nomic way. The Directive applies toproviders of energy-efficiency improve-ment measures, energy distributors,distribution system operators and retailenergy sales companies, as well asend-consumers. It defines and sets anenergy savings target of 9% at a nation-al level and requires actions by eachMember State of the European Union toachieve this target by the ninth year inthe period from 2008 to 2016. Mostimportantly, the Directive provides anindicative list of energy-efficiencyimprovement measures distinguishingby residential and tertiary sectors,industrial sector, transport sector,cross-sectorial measures and horizontalmeasures. The energy-efficiency measures identi-fied for the residential and tertiary sec-tors involve the following elements:• Heating and cooling systems (e.g.heat pumps, new efficient boilers, etc.);• Insulation and ventilation systems (e.g.wall cavity and roof insulation,double/triple glazing windows, passiveheating and cooling);• Hot water (e.g. installation of newdevices, direct and efficient use in spaceheating, washing machines);• Lighting (e.g. efficient bulbs, controlsystems);• Cooking and refrigeration (e.g. newefficient devices);• Other equipment and appliances (e.g.combined heat and power appliances,transformers with low losses, etc.);• Domestic generation of renewableenergy sources (e.g. solar thermal appli-cations, domestic hot water, and solar-assisted space heating and cooling).

R

WINDOWS, GLASS AND ENERGYPERFORMANCE OF BUILDINGS

by Aurelio Volpe

FOCUSMARKETS



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Now let’s focus on the Italian market forwindows and see how it is coping withtechnological trends and the overall neg-ative mood affecting building activities.

WINDOW MARKET IN ITALY: -27% CSIL estimates that the Italian marketfor windows amounts to roughly 7.2 mil-lion units. This is just less than 10% ofannual window consumption in Europe(EU 27), estimated to be 75 millionunits. Between 2006 and 2012 produc-tion throughout the whole constructionchain declined by around 27% and thecontraction in window production wasthe same. The 15% drop in 2012 wasdue especially to the decline in the mar-ket for curtain walls and in large proj-ects. About 30% of firms in the sectorhave reduced their prices and/or work-forces. Distribution is a definite weakness of thewindow and door frame sector.According to a sample survey, 50% ofsector operators work with architecturalstudios and 70% of firms prefer to usetheir own fitters. However, there are veryfew organised distribution systems.Over the past year one company in fivehas strengthened its presence on theInternet.

QUALITY GLASS FOR QUALITYWINDOWSThe window sector absorbs roughly 30million square metres of glass. Recenttechnological trends lead to demand forincreasingly higher quality and betterperforming glass, such as:- low emission, double or triple glass,

with possible gas-filled cavities;- very large glazed surfaces;- photocromic glass;- solar control glass; - high-performing glass in terms ofsoundproofing, safety and resistance towind and rain.These types of glass are offered by fivemultinationals (the leader of the Italian

market is probably Saint Gobain) andprocessed by firms such as Mueller, LaTecnica nel Vetro, Bizzotto Vetri, Predani,Termovetro, VetroDomus, E-Control,Isolar, Habitat Lab and SAV 2000.Different types of glass can allow for lev-els of light transmission that vary from 9%to 55%.About 40% of the heat lost in a home isthrough the windows. In 2004 Italy intro-duced a system of Titoli di EfficienzaEnergetica (TEE) or Certificati Bianchi(Energy Efficiency or White Certificates),which made it possible to certify the sav-ings achieved through interventions toimprove energy efficiency. One type ofintervention recognised for the issue of aTEE is the replacement of single glasswindows with double glazing. The eco-

nomic return on the replacement issomewhere between EUR 4 and EUR50 per square metre of glass replaced,taken over a period of eight years. Theturnover generated thanks to interven-tions involving the energy retrofìitting ofbuildings - with 55% tax relief – amount-ed to as much as 33% of the totalturnover for each firm in 2012.Also worthy of mention is the productionof integrated solar panels (in windowsand attics), solar tunnels, solar curtainsand modules with thin films. Windows that are high-performing fromthe energy point of view generally costabout “EUR 150 more” (roughly EUR1,000 additional expense per homecompared to the cost of seven windowsoffering a standard performance).

FOCUSMARKETS

34 WF - September 2013



VELUX CARBON LIGHT HOMESWith manufacturing companies in 11 countries and sales networks inalmost 40 countries worldwide, the Velux Group (Ventilation and Lux, theLatin word for light) is one of the strongest brands in the global buildingmaterials sector. The Velux Group has about 10,000 employees. Its headoffice is in Hørsholm, north of Copenhagen, Denmark.

The Velux product portfolio offers a wide range of roof windows andskylights, along with solutions for flat roofs. In addition, the Velux Groupoffers many types of decoration and sun screening, roller shutters,installation products, products for remote control and thermal solarcollectors for installation on roofs. Velux is owned by VKR Holdings(turnover DKK 17.6 billion in 2011), active in roof windows and skylights(Velux), vertical windows, solar thermal energy, ventilation and airconditioning.Velux windows are designed to keep heat loss to a minimum, to make themost of solar thermal gain and to let in natural daylight and fresh air. Usedon their own, or in tandem with Solar Collectors, they can play a key role inhelping to reduce fuel bills and CO2 emissions. The Group’s strategy for realising this vision is to play an active part. VeluxModel Home 2020 project is one of its initiatives. Six experimental demo-houses have been built across six different locations in five countries. 2011saw the launch of the UK version - Velux Carbon Light Homes, two semi-detached homes in Rothwell, Kettering, which have been designed andbuilt to deliver a 70% reduction in carbon emissions with the remaining30% of carbon offset by allowable solutions. The design for the two CarbonLight Homes, as supplied by HTA Architects, won the Innovation Award forBuilding Technology at the British Home Awards 2010.

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ou would think that operating awinery that has been constructedbeneath the ground, would be adamp, dark and unpleasant place

to work or visit. Not, however, if that win-ery has been cleverly constructed toblend in with the Italian hills of Chiantiand includes NSG Group glass thatallows maximum light and the highestsafety specifications.

Cantina Antinori is a unique undergroundproject designed by Arch. MarcoCasamonti, from Studio Archea and situ-ated in the village of Bargino betweenFlorence and Siena. According to Arch.Casamonti, "A good architecture is asustainable one". Unexpensive materialslike the sun and the ground, light andshadows, natural green and water arealso a part of it. Although extending to530,000 square feet, the building ishardly noticeable, as it is fully integratedinto the landscape. It has been con-structed in the hillside through two ‘cuts’that follow angular contour lines so thatits roof is a series of vineyards fromwhich the wine is made.

The construction contains a winery, thecompany's offices, a wine museum, aworkshop, an art gallery, restaurant,auditorium and library. Circular windowsin the roof flood the building below withnatural light – the glass chosen wasPilkington Optiwhite™ and PilkingtonOptilam™ Therm OW to provide maxi-mum light and safety for workers and vis-itors alike.

The windows were constructed usingsheets of Pilkington Optiwhite™ to allowas much natural light as possible withoutaltering the colour or light transmission.Laminated versions of the product wereused for safety railings and partitions.The large external windows were madeof safety laminated extra clear and low-emission glass from the PilkingtonOptilam™ Therm OW range for its veryhigh thermal insulation properties thatgive greater indoor comfort.

Y

GLASS SHEDS LIGHT ON UNDERGROUND WINERY

FOCUSPROJECTS



General view to the hillside

The Gallery

Circular windows

035_FOCUS_Projects_NSG:prova1 30/07/13 12.30 Pagina 35

Q: Mr. Frost, LINAK is a manufacturer ofelectrical linear actuators. You make pro-ducts for the medical market, for theindustrial market and for the furnituremarket. How big a part does the furnitu-re market play?A: The furniture sector, which we servewith our DESKLINE division, plays quitea significant role for us. We achieveabout a third of our turnover in this sec-tor, where business is increasing world-wide. The demand for ergonomic andcomfortable workstations is on the rise.

Q: Are there differences between thevarious countries? A: Let me start by describing the differ-ent situations in Europe. InScandinavia, the market share of elec-trically height-adjustable desks issomething like 90 percent. The furthersouth you go, the more sharply thisshare drops. In Italy and France, forexample, the height-adjustable work-station plays next to no role at all. InGermany, by contrast, the share hasbeen steadily growing in recent yearsand, according to the Association ofthe Office Furniture Industry, is about18 percent. We are seeing a risingdemand in America as well, where well-ness and health at the workplace is adominant topic.

Q: How is LINAK responding to thisdemand?A: We have developed a special tablecontrol panel called the “WellnessSwitch”, for example. Working in alter-nately standing and sitting positions isvery healthy for the body. The “WellnessSwitch” keeps a count of how often youraised the table, how long you stood forand finally how many calories you haveconsumed. It is something like a person-al trainer integrated into your own desk.

Q: Did it take a lot of effort to develop?A: Our major advantage is that we are asystems manufacturer. Our core compe-tence also lies in electronics. LINAKdevelops and produces not only liftingcolumns, but also electronic control

boxes and table control panels. Thisworks to our advantage when developingsuch special solutions. But it also worksto our customers’ advantage, in that theyreceive a system from a single source.Everything is tuned to work together; allparts are compatible with one another.Plug and Play.

Q: What is more important for marketingsit-to-stand workstations: ergonomics orwellness?A: Ergonomics and wellness are not sovery different, really. The point of

ergonomics is to adapt the workplaceoptimally to the body’s needs. The bodydoes not want to sit all day long; it alsowants to stand and move about. Themotorized sit-to-stand desk makes thatpossible. Circulation is improved andback muscles are worked. That is well-ness for the body, at any rate.

Q: What other demands have you seenon the market?A: There are three major topics: environ-ment, health and safety. Consider thetopic of the environment, for instance.The increasing global energy consump-tion and associated carbon dioxide emis-sions should get us all thinking andshould motivate us to develop energy-saving products. LINAK was one of the

FOCUSR & D




LINAK IMPROVES YOUR LIFE

Interview with John Frost, VicePresident and General Manager forthe DESK division at LINAK

Wellness at theworkplace

036_037_FOCUS_R&D_Linak:prova1 30/07/13 12.31 Pagina 36

first to respond to this many years ago,having developed a controlbox that con-sumes only 0.1 watts of electricity instandby mode. Considering that we sellmany hundreds of thousands of controlboxes a year in the furniture sector, thisis a huge savings potential.

Q: And what of the two topics health andsafety?A: Our lifting columns are especiallysafe, being able to avoid collisions. Thisis achieved by a piezo-electric crystal,that we integrated directly into the col-umn. This solution responds much moresensitively to obstacles than other solu-tions. Sometimes there will be things inthe way such as bags, chairs, open win-dows or trolleys. If the table is raised orlowered and encounters an obstacle,then the PIEZO system immediatelystops it and retracts it a short way. All lift-ing columns can be equipped with thissystem. We presented another importantmilestone at the furniture trade fairInterzum in Cologne. In the new CBD6Scontrol box and in the new inlinecolumns DL12 and DL17, we use noPVC-based materials at all.

Q: LINAK is a pioneer in many branches?A: Yes, and it will also remain so. We

focus on innovation and quality. And weare consistent when it comes to safety,health and the environment.

Q: What role does design play in all this?A: We want to give our customers theopportunity to design their products

entirely to their wishes. LINAK offers thefitting column for every desire: square,rectangular or round. Our job is to unitefunction with design. Take our two newinline columns DL12 and DL17 for exam-ple. Thanks to invisible sliding blocksand minimal spacing between the col-umn profiles, these new three-partcolumns come across as especially ele-gant and harmonious. The small spacingbetween profiles not only looks good,but offers stability advantages as well.The columns were designed specificallyfor tables without a cross member, so as

to allow optimum freedom of design.

Q: Are DESKLINE systems only for usein desks?A: Our lifting columns ensure greatercomfort and better ergonomics in manytypes of furniture. There are especiallyinteresting developments in the kitchenmarket in Germany, for instance. Thefirst kitchen islands featuring electricheight adjustment are just being intro-duced. Many German kitchen manufac-turers are working on making their furni-ture height adjustable. Ergonomics is avery important issue in the kitchen.

Q: Just one last question: What productscan we expect from LINAK in the future?A: LINAK will continue to focus on quali-ty, environment and safety. Our missionis to respond to the desires of the mar-ket. We have 26 branches worldwide.That allows us to be close to the marketand to understand its needs.

FOCUSR & D



DESKLINE inlinecolumn family

LINAK system

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he process of laser bonding ofedgeband materials has becomepart of almost all areas of the fur-niture sector over the past few

years. Whether in the kitchen, bathroomor office, components in "laser quality"are setting new standards both in termsof appearance and quality. With thenewly developed radius processing inthe high gloss area, Rehau is now goinga step further - the appearance of totalseamless integration. The companyrecognised the enormous potential oflaser technology and the advantages forcustomers at a very early stage, develop-ing a pure polymer solution especially forlaser processing.

RADIUS PROCESSING WITHOUT"FRAME EFFECT"Radius milling presents a particular chal-lenge in the case of high gloss fronts.Raukanten edgeband materials continuethe gloss of the surface and edge to thiscritical radii area thanks to a new innova-tive production process. By completelydoing away with adhesive, Rehau is set-ting new standards in edgeband pro-cessing. Using laser technology theboard and edgeband are fused to createa front without a joint. The innovative highgloss material combination was devel-oped and brought into series production

in conjunction with Rehau's networkpartners.For a high gloss edge without "frameeffect" a precisely finished surface is amust. To this end, Rehau developed theduo scraper and an optimised polishingunit with pilot customer Hunger and net-work partners IMA, Riepe and Leitz. Thetwo scrapers made from special materialcomponents have ideally matchedgeometries. The finishing blade is set upin such a way that it always removes auniform, wafer thin layer. It creates aradius with minimal roughness, withoutcracks.

POLISHED TO HIGH GLOSS - IN ONESTROKEThe processed edge is polished to highgloss on the top and bottom by oppos-ing polishing units. A hard wax is usedas the polishing medium, which isapplied using a special feeder directlyonto the polishing disc. The laserprocessed functional layer is strongand thin. The polishing discs do not rubit away and no wax residue is leftbehind. A homogeneous gloss front iscreated with the laser edge, and thishappens in one continuous processingstep.

FOCUSKNOW HOW




T

NEW STANDARDS FOR LASER QUALITY

The appearance of totalseamless integration. Photo REHAU

Edgebandprocessing usinglaser technology andedgeband materials.Photo REHAU

Finishing unit with polishing unit. Photo REHAU

WF59_038_FOCUS_KNOW HOW_Laser:prova1 30/07/13 12.31 Pagina 38

owder coatings for metal furnitureare well established in the mar-ket. The advantages of powdercoatings are generally recog-

nized: no VOC, good quality finish andcost effective. As a result, over the lastdecades it has replaced liquid coatingsfor most part in metal furniture. In the early 2000, powder coating forMDF was introduced in the market toallow the industrial wood market to bene-fit from all the advantages of powdercoating: unfortunately, with only moder-ate success. The overlying reason for such limited suc-cess was an underestimation by theindustry what it takes to switch powdercoatings from metal to MDF. Not only thepaint and most MDF types were not suit-able, but also the application lines werenot suitable, as they were still using con-ventional ovens. As a result the boardbecame too hot , which resulted in a ten-dency for cracking especially on theedges. This all gave the first generation ofpowder coatings on MDF a questionablereputation in the industrial wood industry.

In the recent past tremendous progresshas been made to make powder coatingon MDF a reliable alternative to liquidcoatings. Such progress was made pos-sible by building new dedicated powderon MDF lines, using (gas catalytic) IRovens and the development of lower cur-ing (3-5 min 150 °C) powder technologyapplied in two layers. Commercial suc-cess has been demonstrated by theKitchen and Office furniture Industry inBelgium and Germany where powdercoatings have been successfully appliedfor several years (fig. 1). This successhas been further expanded into othermarket segments such as child furniture(fig. 2), shop display, bathroom furnitureand domestic furniture. A large flat packcompany switched from liquid to powderpaint for some of their domestic andbathroom furniture. Building on this initialsuccess, more lines were recently com-missioned to build and to operate.

A recent technology development byDSM not only further reduces the num-bers of layers to one, it is also extreme-

ly fast curing (3 min 120 °C, IR), whilemeeting all the requirements for kitchencabinets and bathroom and office furni-ture. This recent development will fur-ther allow the industrial wood coatingindustry to realize the full set of benefitsof powder coatings on MDF.

SUSTAINABLESustainability is becoming more andmore an topic in the office furnitureindustry, but also in the domestic furni-ture. Depletion of fossil fuels, haz-ardous materials, land use, greenhouse gasses etc. are becoming moreimportant factors in the decision whatmaterial to use. DSM, as a Life Scienceand Performance Material company,believes sustainability is the only way toensure prosperity for the future. DSMhas a dedicated department for calcu-lating Life Cycle Assessments (LCA) inorder to provide information to demon-strate which are most environmentallyfriendly products or processes.For several paint systems (liquid andpowder) for coating MDF the carbon

P

SUSTAINABLE POWDERCOATINGS FOR

WOODEN FURNITUREby Jos Verlaak

NBD Innovation Manager

FOCUSR & D



Figure 1.Kitchen. Courtesy of Polylak

039_040_FOCUS_R&D_Coating:prova1 31/07/13 10.51 Pagina 39

and eco footprint were calculated andcompared. The result was that any pow-der system and in particular our newpowder technology can reduce thefootprints per coated area by almost afactor of 5! (fig. 3).

COST EFFECTIVEAs mentioned previously, powder coat-ings are very cost effective vs any liquidcoatings. This is due to the same rea-son why powder coating has a very lowcarbon and eco footprint: it is very effi-cient to use the paint with little to nowaste generation: up to 95% of thepowder paint can be used. This in con-trast to most liquid coatings where onlyapp 30% of liquid paint ends up on thesubstrate; the rest is evaporated (sol-vent, water) or discarded (overspray,sanding). Further cost reduction isachieved by the very fast throughput;less than 30 min from starting the coat-ing process to finishing it. This allows areduction in Operating Working Capitaland increase in delivery speed.

FREEDOM OF DESIGN Powder coating MDF allows to coat anyshape, from flat material to intricateshapes such as complex routed furni-ture for child furniture, interior separa-tion walls, shop displays etc. Oftensuch shapes would be too complex tocoat with a liquid system as it wouldrequire complicated sanding inbetween layers due to fibre raising. Powder coatings will open up cost

effective design furniture, unheard of ortoo costly to coat with a liquid paint orwith any other finishing technology.

Of course some limitations for powdercoatings on wooden substrate stillapplies especially with respect to typeof substrate; although most MDF typesare suitable, a challenge remains forother boards such as particle board andfor solid wood (except for beech, whichcan be powder coated).Another limitation is still the appearanceof the finish. The paint industry wasable to come up with (ultra fine) tex-tured coated finishes for MDF, whichwas accepted in some market seg-ments currently served by powdercoatings such as (some) kitchen cabi-

net manufacturers and office furniture. DSM and the paint industry are workingto develop smoother powder finishes.However, the orange peel effect is anintrinsic phenomenon for all powdercoatings. For metal this was acceptedby the furniture industry. The future willlearn whether the wood coating indus-try and consumers are willing to accepta light textured or light orange peel forcost effective, excellent wood finish.

DSM and the paint industry is commit-ted to exploit and expand this technolo-gy to other substrates and smoother fin-ishes. The future has started and pow-der coatings on wooden substrates cancreate a revolution in the market forindustrial wood coatings.

FOCUSR & D




Figure 2. Child furniture

Figure 3. Carbon footprint

039_040_FOCUS_R&D_Coating:prova1 31/07/13 10.51 Pagina 40

FOCUSSTRATEGIES

ith the conclusion of an exclu-sive development partnershipwith the digital print specialistPalis at the beginning of 2013,

Schattdecor, market leader in printeddecor paper, has gone ahead with itsdigital development strategy. Digitalprinting opens up countless possibilitiesin interior design, with no limits to thecreative power of themes and decors.Schattdecor first digital Visions was pre-sented at Interzum 2009, followed by theofficial introduction and sales launch ofthe first digital print collection at Euroshop2011 in Düsseldorf. In 2012, the compa-ny adopted rotogravure inks and basepaper into its digital printing work and thenwas able to provide each of its worldwideplants with a digital press for producing160-cm-wide colour-accurate proofs withrotogravure printing inks and paper stockfor their colour matching work.In 2012 Schattdecor took also a furtherstep forward in industrial scale produc-tion of high-quality, digital print decors bytaking a two-metre-wide multi-pass digitalprinter into operation, in order to meet

customer requirements, particularly inthe flooring sector. The development partnership betweenSchattdecor and Palis pools the compa-nies' respective longstanding experiencein the fields of digital and rotogravuredecor printing. By entering into this col-laboration, Schattdecor is again under-scoring its willingness and determinationto drive forward the development of digi-tal decor printing with its own resources,and to step up the pace of progress ininkjet technology.

DIGITAL VISIONS WEBSITE GOESONLINE At Schattdecor's Digital VISIONS boothin Hall 4.2 at Interzum 2013, visitorswere able to see the creative and innova-tive world of digital-print decors on show. Now, Schattdecor's new website

www.digitalvisions-schattdecor.de isonline. Fascinating design possibilities for use inshop design, trade show booths and dis-tinctive interior decoration can be seenat the website in the form of over 120digital-print decors. Ranging from repli-cations of natural materials such asPepper, Blowball and Pebbles to inter-pretations such as Broken Glass andReflections, Schattdecor's work offersmuch of interest for designers and archi-tects.

Details of the Digital VISIONS team areprovided, to make it easier to contact theright executive for realisation of ideas fora decor. The new website also contains a portfolioof reference projects realised to date bythe Schattdecor team, plus it features avery useful FAQ section with answers toall possible questions regarding digitaldecor printing and the realisation of ideas. With its creative signature look, the newwebsite automatically recognises whichmobile device it is being accessed from,thus aligning it perfectly to the world oftablet PCs.



W

SCHATTDECOR GOESAHEAD WITH DIGITALPRINT DEVELOPMENT

Digital Visions, Chairs

Greenworld decoration, Interzum 2009

041_042_FOCUS_STRATEGIES_Schatt:prova1 31/07/13 10.51 Pagina 41

erona is home to the world's lead-ing event for the promotion ofMade in Italy natural stone on theglobal market, presenting every

sector of the stone industry: fromunprocessed to finished stones, machin-ery and accessories through to innova-tive design solutions. Next edition ofMarmomacc to take place from 25 to 28September 2013 has an increasinglyinternational focus on business and willconfirm the central role of design, cul-ture and innovation linked with the Italiannatural stone industry.Marmomacc is the world's leading tradefair in this field, with over 1,400exhibitors from 57 countries at the 2012event and almost 57,000 visitors (almosthalf of which international from 137countries). "The natural stone sector," said thePresident of Veronafiere Ettore Riello,"saw Italian exports of finished productsgrow in 2012 by almost 10% for a valuein excess of EUR 1.7 billion. This is whyan international event such asMarmomacc becomes fundamental forthe international business developmentof our manufacturing fabric, renownedworldwide for its unique excellence." Marmomacc mission continues through-out the year on a truly international scalethrough Marmomacc in the World, takingin the most interesting areas for growth inbuilding and contract spheres using nat-ural stone as well as processing machin-ery. The United States with StonExpoMarmomacc Americas, Saudi Arabiawith Saudi Stone Tech and India withFloors&Walls-International Exhibition ofcovering materials for the building indus-try are the consolidated stages of

Marmomacc's foreign tour and will bejoined, as of this year, by Brazil withVitória Stone Fair and Cachoeiro StoneFair, Egypt with MS Africa and MiddleEast and Morocco with Médinit Expo.

STONE & DESIGNOne of the reasons for the success ofMarmomacc lies in the decision to com-bine business with design and productculture thereby also turning the eventtoday into one of the most importantoccasions for comparison, innovationand training for companies and profes-sionals working with stone. Design is acknowledged as a universaladded value for all "made in Italy" prod-ucts. And this is why Marmomacc hasdecided to focus on this unique and inim-itable competitive advantage even in thenatural stone system field. 'Inside Marmomacc' features an impres-sive programme of conferences, work-shops, exhibitions and installationsexploring the creative use of naturalstone. Other initiatives in the programmeinclude the XIII edition of the International

Stone Award Architecture, the MarbleForum, the Best Communicator Award,Marmomacc Lab and Marmomacc & theCity. Architects, engineers and designers willbenefit from the educational meetingsorganised by Stone Academy, a projectheaded by Marmomacc involving 17Italian and international universities toorganise seminars and second levelmaster degrees in stone design.

V

MORE STONE FOR MORE DESIGN

FOCUSEVENTS



Stone workingprocess

Marmomacc & The City

Marmomacc & The City 2013Returning after a huge success last year, Marmomacc & the City is anexhibition of stone sculptures and installations set up in the centre of Veronaand reserved to companies taking part in the main trade fair. From theopening day (25 September) until the end of October, squares and gardens ofthe city will become an open-air museum, where nine companies involved inthe project will each exhibit one work in stone, thereby extending theperimeter of the event from the fair into the city, through highly original items.

043_044_FOCUS_EVENTS_Marmomacc:prova1 31/07/13 10.56 Pagina 43

NATIONAL INDUSTRY ECONOMICDATA Italy is the 5th country in the world asregards production and processing ofmarble and granite, with a global share of14%. While facing a domestic market at astandstill because of the crisis in thebuilding and construction sector, theMade in Italy natural stone sector contin-ues to grow abroad. In 2012, Italianstone sector exports achieved a totalvalue of EUR 1 billion 761 million (+9.7%over 2011). Exports of finished andsemi-finished products came to EUR 1billion 405 million (+10.9%), while theremaining 356 million (+5%) came fromunprocessed materials.Good performances were achievedespecially in the United States (+28%),Canada (+25.9%), Saudi Arabia (+70%),North Africa (+11%) and China (+19.9%). This positive trend was confirmed in thefirst quarter of 2013, with exportsincreasing again by 10%.

EXHIBITING COUNTRIES & NEWENTRIES 53 countries are taking part as directinternational exhibitors at the 48thEdition of Marmomacc. This year, new participating countrieswith respect to the 2012 edition areSingapore and Slovenia. There are many groups on show involv-ing international companies representingArgentina, Belgium, Brazil, China, SouthKorea, Croatia, Egypt, India, Oman,Pakistan, Palestine, Portugal, Spain,Taiwan, Tunisia and Turkey. The totalarea occupied by international groupsexceeds 8,000 sq.m. The 2013 edition marks the debut ofTunisia and the return of Palestine with 8companies.

MARMOMACC IN THE WORLDMarmomacc is active throughout theyear with a series of initiatives supervis-ing consolidated and emerging foreignmarkets. In the United States, partner-ship with Hanley Wood Exhibitions seesthe organisation of StonExpoMarmomacc Americas (Las Vegas, 28-30 January 2014) while in Saudi Arabiaco-organisation continues for the thirdtime for Saudi Stone Tech (Riyadh, 4-7November 2013). With the aim ofexpanding its business areas,Marmomacc in 2012 signed importantagreements also ensuring penetrationinto other strategic areas for the stoneindustry such as Brazil with Vitória StoneFair and Cachoeiro Stone Fair (Vitóriaand Cachoeiro, 18-21 February 2014),Egypt, with MS Africa and Middle East(Cairo, 9-12 December 2013) andMorocco, with Médinit Expo(Casablanca, 13-16 November 2013).Marmomacc is also present in India atFloors&Walls-International exhibition ofcovering materials for building industry inNew Delhi (P.G.).

FOCUSEVENTS




Inside Marmomacc_LITHICTREEThe "Lithic Tree" prototype isthe outcome of the Stereotomy,new and old practices stagescheduled in Troyes at theS.N.B.R. company. The stagewill see the production of thetrunk of the structural stonetree using integratedCAD/CAM/CNC systems andparametric infographicmodelling, followed byassembly of the structure andrelated load testing. The "tree"structure, comprising thetrunk/pillar and overhangingbranches, will be createdthanks to specific andinnovative active and passivestructural pre-stressingtechniques. Company: S.N.B.R. - ZI Savipol10300 Sainte Savine (Troyes) –www.snbr-stone.com

043_044_FOCUS_EVENTS_Marmomacc:prova1 31/07/13 10.56 Pagina 44

04-07 Sept FURTEX Algeria Algiers Algeria

05-08 Sept Macef Milano Italy

06-10 Sept Maison & Objet Paris France

07-10 Sept CIFF-China Int Furniture Fair Guangzhou China

08-10 Sept Spoga Cologne Germany

10-12 Sept MoOD Bruxelles Belgium

10-13 Sept TECHNODREV Siberia Novosibirsk Russia

11-14 Sept FMC Furniture Manufacturing China Shanghai China

11-15 Sept FURNITURE CHINA Shanghai China

12-15 Sept Macef Milano Italy

14-16 Sept Buildint Kenya Nairobi Kenya

18-21 Sept 100% Design London UK

24-27 Sept Lisderevmasch Kiev Ukraine

23-27 Sept Cersaie Bologna Italia

24-27 Sept EEM Euro Expo Furniture Urals Yekaterinburg Russia

25-27 Sept Interior Lifestyle China Shanghai China

25-28 Sept Vietnamewood Saigon Vietnam

26-27 Sept IIDEX Canada Toronto Canada

28-30 Sept The Hotel Show Dubai UAE

01-04 Oct Furniture, Design, Components Minsk Belarus

01-04 Oct Woodworking Minsk Belarus

01-04 Oct OFITEC Madrid Spain

02-05 Oct MADE expo Milano Italy

05-08 Oct Wood Processing Machinery Istanbul Turkey

05-09 Oct Intermob Istanbul Turkey

05-13 Oct INTERCASA CONCEPT Lisbona Portugal

06-08 Oct SUN Rimini Italy

09-13 Oct Lisboa Design Show Lisbona Portugal

13-15 Oct Abitare il Tempo 100% Project Verona Italy

15-18 Oct SICAM Pordenone Italy

16-19 Oct SibFurniture Woodex Siberia Novosibirsk Russia

16-19 Oct I Saloni WorldWide Moscow Russia

17-20 Oct DESIGN Philippines Manila Philippines

18-22 Oct HOST Milan Italy

19-24 Oct High Point Market – Fall High Point USA

22-25 Oct WOODtec Brno Czech Republic

24-26 Oct WMS Toronto Canada

24-27 Oct INTERCASA ANGOLA Luanda Angola

03-06 Nov Furniture Fair Brussels Bruxelles Belgium

04-08 Nov Batimat+Ideo Bain et Interclima+Elec Paris France

05-08 Nov Interlight Moscow Russia

06-08 Nov IFFT Interior Lifestyle Living Tokyo Japan

12-14 Nov INDEX/Office KSA Jeddah Saudi Arabia

16-19 Nov Espritmeuble Paris France

17-20 Nov Saudi Furniture Show Riyadh Saudi Arabia

18-22 Nov Mebel & ZOW Moscow Moscow Russia

20-22 Nov HOREQ Madrid Spain

26-29 Nov Woodex Moscow Russia

27-30 Nov FURTEX Nigeria Lagos Nigeria

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CONCEPT & CONTENTS World Furniture is a quarterly review of eco-nomic information and market analysis published by CSIL, Centre forIndustrial Studies, based in Milan. The magazine is issued in Englishand offers contributions on international furniture and furnishing mar-kets, case studies, R & D, business trade, country profiles, competiti-ve systems, interviews, international events, fairs and exhibitions.SPECIAL REPORTS AND FOCUS Each issue contains a SpecialReport and a Focus offering in-depth analyses of main productive andtrade segments with their markets of reference, trends and perspecti-ves on the global competitive scenario.FREQUENCY & SUBSCRIPTION FEE 4 issues/year in: MARCH • JUNE • SEPTEMBER • DECEMBER. Euro 100/year

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