Editor’s pickDOMOTEX 2018: Want to increase brand equity? Engage your customer in the design process

DOMOTEX 2018,flooring

DOMOTEX 2015 in Hannover, Germany. Image: Deutsche Messe.

Co-creation between retailer and customer is giving a whole new meaning to the retail experience as people now seek different ways of self-expression. In response, retailers are offering personalised products and services tailored to each individual.

Customers now aspire to be part of the design process, which they view as an added opportunity for self-expression. Newer technologies have also emerged to meet this demand, providing a more unique and personalised customer experiences.

In fact, the greater the customer’s involvement, the more closely s/he identifies with the brand. The consumer’s emotional journey is a key part of this trend because the emotional buy-in is what gives individualised products their unique value. 

In recognition of this trend, the organisers of DOMOTEX, the leading trade fair for floor coverings, have chosen “UNIQUE YOUNIVERSE” as the keynote theme for the 2018 showcase. The keynote theme will be in Hall 9. It will be home to a richly diverse and immersive world of experience that will serve as a central gathering point and source of inspiration for visitors.

This area will comprise four distinct zones. In the “Flooring Spaces” zone, companies from the floor coverings industry will stage highly creative product showcases that reflect the keynote theme. The “Living Spaces” zone is where exhibitors will team up with partners from the interior design sector to craft inspiring spaces and innovative lifestyle realms. In the “NuThinkers” zone, students, young designers and startups will present the innovative projects they have developed on the topic of product and service individualization. And finally, the “Art and Interaction” zone will present the keynote theme of “UNIQUE UNIVERSE” in a sensory feast of exhibits from the worlds of art and design, paired with interactive multimedia displays.


DOMOTEX 2018 runs from March 20 – 2 2, 2018, in Shanghai.