The Association of the German Wallpaper Industry (Verband der Deutschen Tapetenindustrie e.V., VDT) has a spectacular wallpaper showcase lined up for imm cologne 2018.
The association will focus on mobility and home moves at the international interiors show in Cologne. Its trade fair appearance will be targeted at the four million people in Germany who move house each year because of work, their studies, relationship or family, and are known as modern “urban nomads”. Each time they move, they are faced with the question of how to furnish and decorate their new house or apartment so that it feels like home as quickly as possible. Many decide against wallpaper – often unaware of how easy it is to hang or because they incorrectly fear having to scrape off the wall covering when they move again. The VDT’s trade fair stand will be modelled on a Bedouin tent. Visitors will be able to explore the world of nomadic peoples, be inspired by unusual wallpaper designs and see for themselves how easy it is to change wallpaper, even if they have to move frequently.
The association’s trade fair concept is based on the results of a representative study conducted by the market research institute Innofact in June 2017 on behalf of the German Wallpaper Institute (Deutsches Tapeten Institut, DTI). It revealed that, although more than half of respondents like wallpaper, many are afraid of the hard work that they imagine it involves. To overcome this misconception, the association wants to demonstrate to trade fair visitors how easy the latest fleece wallpapers are to hang and remove.
Visit the VDT at imm cologne 2018 in Hall 3.2, Stand D006.