Visitors and exhibitors at Ideas&Pasión Feria Hábitat Valencia have shown their support to the new format the show has presented in its past edition, which closed on September 26.

This year the show Ideas&Pasión Feria Hábitat Valencia (Habitat Ideas&Passion show in Valencia) has been reinvented with a new concept and a focus on quality. The new model’s design, based on the projection of the habitat “Made in Spain” abroad, on life spaces and on a program full of activities, has converted Ideas&Pasión into a much more attractive invitation for professionals (distributors and opinion leaders).

Ideas&Pasión has appealed partly due to the dramatization of the different "Life Spaces". This new exhibition space which highlighted the habitat’s three main sectors: homes, outdoor and contract was shown in Feria Valencia’s main hall. A place that has been the meeting point for the habitat industry and has meant an added value for the exhibitors.

The visitor’s profile evolves: more opinion leaders

Ideas&Pasión Feria Hábitat Valencia (Habitat Ideas&Passion show in Valencia) is paying special attention to attracting visitors that are interested in all habitat sectors. The wide range on offer, almost a thousand companies where at the exhibition, has attracted 90% of the Spanish purchasing power. This was feasible thanks to the 1,600 guests who, in collaboration with the sector organizations and the IVEX, have attended the show. 20% of these visitors were opinion leaders (decorators, architects and interior designers) and 60% were people responsible for purchasing in this sector, both at small and large scale. The rest was distributed between sales agents and trade associations.

With regards to the international market, the response has also been very positive. 1,200 buyers invited from over one hundred countries have attended the show. This has been possible thanks to Anieme and Ateval’s collaboration. And, what stands out of these visitors is that 75% of them were representatives from the “contract” channel (architects, interior designers, specialized distributors). The rest were specialists of foreign brands distribution into their home countries.

Among the high quality visitors of the show, was Francesc Rifé, an internationally prestigious interior and industrial designer who has won several design awards such as the Contract World Award. Rifé said that the feeling he had after visiting the show "has been good and positive". "I think the first step is definitely to take it. Changing is always difficult, but I believe this is what has been achieved", he assures. Rifé states that next editions of the show should follow the same path: "Ideas&Pasión must follow the same line as now and, in order to achieve that, it should continue trusting the first-rate professionals who have participated in this edition".

Foreign opinion leaders have also valued the project’s creativity. This is the case of Helen Meisel, a renowned interior designer from LA who recognises having "found the life spaces shown at the fair fascinating". "Likewise, the firms’ equipment possibilities and the creativity of the interior designers in charge of the project have been highlighted. At the show I was able to see and try out the furniture in a real life environment, which was very useful", says Meisel.

Exhibitors are satisfied with the commercial contacts made

The effort made by the organization has also been recognised by exhibitors and visitors. Important furniture designer companies at the show have experienced a good reception in international markets. "We have sold complete settings for showrooms in Eastern Europe, but what has been really positive is the new contacts and confirmed orders that we have received from buyers in Africa", says Juan Carlos Muñoz from Tecninova.

Pedro Ortiz, a couch specialist, has highlighted the good reception of his collection on the Spanish market and the surprise for the interest that Italian buyers have shown.

In the avant-garde sector, the general impression has been a positive one. Luzifer’s director, Mariví Calvo, has been very clear when asked how the show went: "great", she said. Valencia’s lighting company was very successful at attracting buyers’ attention with an innovative stand.

Nicolás Núñez, sales manager for Rioma, a home textiles exhibitor, declared: "to be honest, it has been better than we expected. A daily success. New contacts and new clients".

Parallel activities, this edition’s greatest appeal

The Habitat fair has been surrounded by activities carried out in parallel and by unique exhibitions. A complete list of proposals have shown the direction that Spanish habitat trends are taking and have also invited professionals to exchange opinions and participate in multiple activities held both in Feria Valencia and in the city of Valencia. Such activities included workshops, conferences, talks, presentations, tastings and parties.

Knowing and understanding the buyer as well as the new life styles were the main topics of the conference organized by The Observatory of Habitat Trends which, during three days, proposed formulas to maximise the trends of the different types of consumers: from the product line to the presentation to the trading of the product.

Another one of the show’s biggest bet and which has captivated the visitors was the Feduchi exposition. With this exhibition, that shows three architecture and design generations, the idea was to show and spread among professionals the most important national and international inputs of the habitat industry. Some of the pieces shown in Feria Valencia were rescued from private homes, others were found in antique shops and some were given by the family itself.

Workshops given by showcase, merchandising and selling-point self-diagnosis experts, together with a performance about consumption trends and evolution in the distribution channels were some of the activities carried out in parallel which Ideas&Pasión had to offer.

Trends and design which make a difference

On the other hand, it is important to emphasize the importance of personalized design and independent creations. These have been cornerstones in the show and have highlighted the quality of the products shown and that of the staging in Ideas&Pasión. The distinguished group of companies present in the design pavilion such as Andreu World, Stua, Capdell, Gandía Blasco (with designs from the renown designer Patricia Urquiola), Vondom (with products designed by Javier Mariscal), Viccarbe, Moroso, Kartell, Lladró or Luzifer are a good example of avant-garde companies with great international prestige and that chose design as a sign of differentiation.

On the other hand, International Kitchen Design was presented for the first time in Ideas&Pasión Feria Hábitat Valencia (Habitat Ideas&Passion show in Valencia). The showcase is born as a brand club with high added value due to its ability to gather national and international firms of a high level such as Gamadecor (company from Porcelanosa Group), the BSH group (Europe's most important electrical household appliances multinational company), Silestone (indisputable leader on countertops) or other important Spanish firms such as Fagor.

In textiles, it is important to mention the collections of Gastón y Daniela, Gancedo, Equipo DRT, JAB, Textiles for Alexandra, Le Murier, Coordonne or Guell Lamadrid, all belonging to The Editor´s Club.

Ideas&Pasión, launch pad for new upcoming designers

Nude was the most creative spot in Ideas&Pasión. It is the opportunity that the show gives to young designers that want to market their projects and meet the leading companies to start developing their careers. With the fresh and imaginative creations from the younger designers, Nude has always been the show’s most innovative asset. According to Mayca Genaro, director of Art in Ideas&Pasión and also member of the jury, "we have selected the most fresh, versatile and imaginative projects. Even though we have sensed a lot of realism in this edition, the proposals are very well adapted to the market, which is very positive".

The jury highlighted "the high level of quality of the designers and of their designs, as well as their versatility and ability to turn their hand to any sphere of design".

Obj Estudio, Enblanc and Laotra Cristina Serrano are the winners of the third series of nude-Bancaja bursaries. The prize-winners will have the opportunity to practice their skills by taking paid placements with built environment industry leaders Andreu World, Gandía Blasco and Colección Alexandra.

Getting ready for next edition

Ideas&Pasión Feria Hábitat Valencia (Habitat Ideas&Passion show in Valencia) is already working on the 2010 edition, always with the aim to satisfy its clients to the highest level and positioning the show where it must be: "the business platform par excellence, setting trends and an international showcase of the habitat ‘Made in Spain’", sais the director of the fair Ignacio Mateu.

According to Mateu, "the result after this first year of shaping our strategic plan gives us confidence and optimism to keep on developing in the following editions". According to Mateu, "the support from companies, buyers, visitors in general as well as sectorial associations and technological institutes has been vital both to carry out Ideas&Pasión and for the good result obtained, all within a certainly difficult context, but it is now time to start working towards 2010, focusing on reinforcing the offer with the market’s main leading companies and boost national and international promotion".

Ideas&Pasión Feria Hábitat Valencia (Habitat Ideas&Passion show in Valencia) already has set the dates for 2010: it shall take place from September 28 to October 2. It also has a president: the businesswoman María José Guinot, an example of effort, dedication and personal achievement; values that she will undoubtedly transfer to Feria Valencia’s show. Great expert on the international market of this sector, she combines her dedication to the habitat with her exporting passion, since she is also a member of Anieme.

Guinot has already started to promote next show’s edition in international markets. During October 2009 she has given a presentation in Mexico in front of half a thousand architects and interior designers. Thanks to the interest raised, she has reached an agreement to hold congress on Latin American interior design during the next edition of Feria Valencia. She has also been working on an agreement with the Mexico’s furniture employment services to bring them next year as exhibitors to Feria Valencia. Other presentations are scheduled in Moscow and the Arab Emirates.