Orgatec, the largest European trade fair for the professional furniture industry ended last week.
We do not pretend to be trendwatchers but would like to share some observations on this year’s Orgatec, accompanied by some questions based on these observations.
Concerning innovation, we see a couple of things happening. New materials and de-materialisation lead to different styles, mostly to be seen in chairs. Typically, one manufacturer takes the lead and, where we used to condemn the Asians for coming to the Orgatec with their cameras flashing to copy everything, this now seems to be common practice among the traditional and established Western manufacturers as well.There is no innovation when it comes to the way in which a novel product is to be positioned and marketed. Even though different USPs are stressed, marketing slogans and explanations would not enable you to, for example, distinguish one task chair from…
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