the inside track june 2015

INSIDE TRACKTHE

CONNECTING THE DESIGN COMMUNITY

Volume 9. Issue 06. June 2015 Rs. 25/-

Now view our web edition at www.theinsidetrack.in

INSIDE TRACKTHE

CONNECTING THE DESIGN COMMUNITY

Volume 9. Issue 06. June 2015 Rs. 25/-

Now view our web edition at www.theinsidetrack.in

continued on page 4

Cover Story India Shines At InterzumInterzum 2015 welcomed several established and upcoming indian companies from the hardware & surfaces segment. BY ALYSSA LOBO

The Interzum trade fair, which took place from 5th to 8th May 2015 in

Cologne, Germany saw significant participation from India- both from native Indian companies, as well as multinational players that manufacture in India.

Since 1959 Interzum has been the leading global event for the furniture and interior construction industries’ supplying sections. The fair provides momentum to the furniture industry for their innovations.

The decision-makers, opinion leaders and multipliers in furniture production and interior design turn to Interzum to learn about new products, solutions and concepts. For four days Interzum is the central communication platform for the industry: exhibitors from around the world meet visitors from around the world and have a chance to do good business.

Interzum takes place every two years and presents the trends of the supplier sector, which are the inspiration behind the living spaces of the future.

Some of the many Indian companies at Interzum this year were Stylam Industries, Purbanchal Laminates, Virgo Industries, Aakriti Manufacturing Pvt. Ltd. (MYOH), Century Plyboards, Alfa Ica (India)

collection of sculptural artworks, which translate into functional home and builder hardware comprising of Curtain Hardware, Door Handles, Bathroom Accessories, Lamps, Light Fixtures and extraordinary

More than 57,500 industry visitors from 143 countries attended Interzum despite problems faced with the Germany-wide train strike

Ltd., Elite Laminates Pvt. Ltd. and many others.

Among the ne we r Ind i an companies is Tattva Art Hardware that debuted at Interzum this year. Tattva exhibited its unique

installations for use in homes, offices and institutional projects. The collection was conceived and designed by Mukul Goyal, one of the leading product designers in

4 THE INSIDE TRACK June 2015

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Owner, Publisher & Printer Mr. Anish R. Bajaj for Marvel Infomedia Pvt. Ltd. Printed at Marvel Infomedia Pvt. Ltd., B 62, 1st Floor, Cotton Exchange Building, Cotton Green Road, Cotton Green, Mumbai 400 033. Published at B 62, 1st Floor, Cotton Exchange Building, Cotton Green Road, Mumbai 400 033 Tel (022) 23736133/1 Editor Mr. Anish R. Bajaj THE INSIDE TRACK Volume 9. Issue 06. June 2015. English - Monthly. This issue contains 28 pages including both covers.

Creative Director Natalie Pedder-Bajaj Assistant Editor Shweta Salvi, Senior Sub-Editor Alyssa Lobo Sub-Editors Tasneem S. Pocketwala, Rehana Hussain Layout Design Asif Shayannawar, Darshan Palav, Snigdha Hodarkar Marketing: Mumbai Rakesh Kini (Digital), Ganesh Gurav, Vivek Jadhav B 62, Cotton Exchange Bldg, Cotton Green, Mumbai 400 033 Tel: (022) 32656823, 23736133, 32958501 Fax: (022) 23743069 Email:[email protected] Delhi Ms. Sumita Prakash, Flat F 304, Rajasthan C.G.H.S. Ltd,Plot No. 36, Sector 4, Dwarka, New Delhi Tel: 9899179540 Email: [email protected] Chennai Mr. S. Venkataraaman, Flat No. 2, 3rd Flr, E Block, Hansa Garden, 30 Madampakkam Main Rd, Rajakilpakkam, Chennai 600 073 Tel: (044) 22281128 Mob: 9444021128 Email: [email protected] Kolkata Mr. Subrata Mazumder, 2, Nabapalli (Bidhanpalli). Kolkata 700084 Tel: (033) 2410 4296 Mob: 9831131395 Email: [email protected] Europe 282, Rue du Noyer, bt 16, 1030 Bruxelles, Belgium.

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India. With more than 15 years of rich design and manufacturing experience, Tattva has a strong in-house design team, design sensitive technicians, its own infrastructure and a strong customer base in the domestic market of India.

Redefining the interior décor styles, appropriate in both contemporary & traditional contexts - the strength of Tattva Art Hardware lies in its attention to detail, simplicity of use and the various options of design styles, finishes, materials, budgets that it offers to the user. Tattva Art Hardware is available in more than 200 stores in India.

Along with debutants like Tattva, Interzum also saw the continued participation of many veteran exhibitors like Rushil Décor Limited. Rushil Décor has been regularly exhibiting at Interzum since the last 12 years. Rushil Décor Ltd. is one of the leading names in the international Laminate market & Panel Board industry with its brand names ‘Vir Laminate’, ‘Vir MDF’ and ‘Rushil International’ having national presences and export to more than 34

countries.The Rushil Group displayed multiple

product ranges of Vir Laminate and Vir MDF. The engraving of the Koln Dom Cathedral carved on VIR MDF was a key attraction of the Rushil Décor booth.

Ms. Krupa Thakkar of Rushil Décor specially launched new innovations, textures and designs of laminates at the show. Multiple options were also available for laminates with BIS and ISO registrations. Rushil Group is gearing up to start its Flooring Division soon using HDF board in Karnataka.

India had an impressive turnout from the laminates segment at Interzum, which included Stylam Industries Limited, a leading laminates brand exporting to over 80 countries since the last 24 years. This year’s exhibition was the most awaited one as multiple innovative products had been launched by the Chandigarh based company. Stylam Industries launched its line of real, durable, and easy to install exterior floor boards under the name of ‘Walkon’. Available in 16 different textures and designs, this

INSIDE TRACKTHE

Honouring Intelligent Design 6

Customising The Future 8

The Latest On Recent Launches And Products 10

A Fitting Change 14

3D Printing: Revolutionising Furniture And Interior Design 16

Redefining Trends For The Workplace 18

Artize’s Road To Global Success 19

Keeping Tiles Damage Free 20

VitrA Has A New India Agenda 22

Exhibitions and Fairs 24

Tracking Featherlite 26

Brand Hindware welcomes King Khan 27

Giving Delhi A Dash Of Colour 28

CONTENTS JUNE 2015

India Shines At Interzum 3COVERSTORYCOVERSTORY


stylish product has revolutionized the floor boards industry by offering a wooden flooring look, which is weather-proof and resistant to everyday wear and tear.

Another ground-breaking product from the Stylam is Fascia- Stylam’s Exterior Cladding High Pressure Laminate. Resistant to colour fading and weather-proof with special protection, Fascia been developed keeping in mind international design requirements. Its applications include outdoor furniture, wall and facade lining, ceiling, attic, partition, fences, etc.

Plenty of designers, architects and trade partners from Europe, US and the Far East visited Stylam’s exhibition stall.

The event was thus a unique opportunity for established and upcoming Indian companies to showcase their latest products

and build valuable international business networks.

More than 57,500 industry visitors from 143 countries (an increase of 8.5%) attended this year’s Interzum. This is despite the problems faced with the Germany-wide train strike which was on going for the entire duration of the fair. At very short notice the organisers, Koelnmesse organised a shuttle service from Frankfurt and Düsseldorf airports, as well as from the East Westphalia furniture region. The service was very well received and ensured convenient transport for visitors to Cologne.

“The increase in visitors did not just reflect the appeal of the innovations and solutions showcased by our exhibitors but also emphasises the importance of Interzum for the industry.” said Katharina C. Hamma, Chief Operating Officer

of Koelnmesse. “There is no other event in the world which generates as much important momentum for this industry, in terms of both innovations presented and actual business conducted, as Interzum does.” Interzum thus underlines its position as the leading exhibition location worldwide for furniture and interior design.

Interzum is also source of inspiration for product developers, designers, and architects. Its comprehensive supporting program- including the Interzum awards- offers endless creative stimulation. Events and presentations such as the Interzum award: Intelligent Material & Design, and Innovation of Interior showcase the key trends in the industry. The fair is a chance to discover the best innovations from all over the world, clearly presented in three areas- ‘Textile &Machinery’, ‘Materials &Nature’

and ‘Function &Components’. World premieres, product innovations and pioneering concepts were showcased at the fair.

The exhib i t ing companies unanimously reported excellent contact with representatives from all sales channels – at a very high level. This was confirmed by the preliminary visitor survey: almost 64% of visitors questioned revealed that they were either sole or joint decision-makers when it comes to purchasing and procurement decisions within their respective companies. Based on the excellent atmosphere at Interzum, post-fair business is generally expected to be good.

With 1,561 companies from 57 countries in attendance, not only were all the market-leading companies represented in Cologne, but also plenty of smaller, highly innovative companies.

By welcoming around 41,000 visitors from abroad (an increase of 17%), Interzum 2015 was once again a very international event. There was a significant increase in visitors from Europe, from Italy in particular, as well in the traditionally strong showings from the UK, Spain, the Netherlands as well as from Poland. In addition, there was also a considerable increase in fair guests from Asia, particularly from China. Visitor figures from the USA (up 25%), South America (up 21%) and India (up 34%) also displayed an impressive upswing.

The next Interzum is slated to take place from 16th to 19th May 2017 in Cologne. Here’s looking to more Indian participation in the future. Contactweb: www.interzum.com www.virlaminate.comwww.tattvahardware.com www.stylam.com

The Rushil Group displayed multiple product ranges of Vir Laminate and Vir MDF

Tattva’s Acrobat Double Towel Rod - Tattva Art Hardware debuted at Interzum this year with its unique collection of sculptural artworks

Over 200 designers, architects and trade partners from Europe, US and the Far East visited Stylam’s exhibition stall


Interzum Spl

Interzum awarded the very best designs at its recently concluded awards ceremony. The ceremony

was held on 4th May 2015 and the winners were handpicked by a jury of experts from a total of 269 outstanding entries from 21 countries.

The Interzum Award: Intelligent Material & Design comprises an important part of the fair, aiming to showcase and award the year’s highlights from the furniture and design industries, rewarding

Honouring Intelligent Design The Interzum Award: Intelligent Material and Design presented a total of 59 awards from among 269 entries for the year 2015.and co-owner of Claesson Koivisto Rune Architects, Marten Claesson; Birgit Schwarzkopf, the owner of Schwarzkopf Innenarchitektur in Dusseldorf and Dutch designer and founder of Spierenburg studio, Dick Spierenburg were also among the jury. Dr. Peter Zec, initiator and CEO of Red Dot, former President of the International Council of Societies of Industrial Design (ICSID), former Chairman of the International Design Alliance (IDA) and current Senator of ICSID, completed the team. The jury evaluated the entries based on the degree of innovation, their functionality, sustainability, the material quality and the design.

The winners of the ‘Best of the Best’ award included MineralVeneer by Richter akustik & design GmbH & Co. under the ‘Materials and Surfaces’ category. Having a homogenous, cement-bound mineral fibre surface, the product is developed as a substitute for plastic surfaces. The Lamello AG manufactured product Divario P-18, a self-tightening, invisible connector for insertion, was awarded under the ‘Fittings, Glass and Lighting’ category.

Biaxial, a collection of knitted mattress fabrics very suitable for particularly ergonomic mattress concepts from DesleeClama and Octoflex - the ultra-flat IntelliDrive

from Octo Actuators GmbH (Bionical Design GmbH), which is a central drive unit with flexible power transmission elements were awarded under ‘Upholstery Manufacture and Bedding’.

The winners of the ‘High Product Quality’ award included Twist from Bachmann GmbH & Co. KG, Neelsen Sol2 from Neelsen GmbH and Washi HPL SE-540 from Takumi under ‘Materials and Surfaces’. The winners of the award under the category ‘Fittings, Glass and Lighting’ included Woodbox Karl Baliko manufactured Hox and Linea 50 load manufactured

by Tente Roulettes Polymeres, while those under ‘Upholstery Manufacture and Bedding’ included Pulse Fusion produced by Latexco NV and Posturflo 3D produced by Spinks Springs.

The prize-winning entries are to be featured for the public at a special exhibition. The winners of the ‘Best of the Best’ award will be showcased on the fair’s boulevard in a walk-in square. Additionally, the prize-winning entries will be featured in the online exhibition on the Interzum Award website. Contactweb: www.interzum-award.com

products based on aesthetics as well as functionality, clever detailing and innovative design.

Thi s yea r Koe lnmesse in Cologne, Germany played host to the ceremony, in collaboration with Red Dot. The awards were sectioned under three titles - ‘Materials and Surfaces’, ‘Fitting Glass and Lighting’ and ‘Upholstery Manufacture and Bedding’. The ‘High Product Quality’ award, presented to special design achievements in form and function, was given to 50 entries. However, merely nine products were endowed with the esteemed ‘Best of the Best’ award. The jury consisted of an entourage of talented, renowned experts, including German designer Martin Ballendat, who is a winner of more than a hundred design and other awards. The Swedish architect and designer, founder

ALPIlignum Radiant veneer is an innovative composite veneer which is laced with transparent polycarbonate lines allowing light to pass through

The Air Motion Ball bearing slide by Schock Metallwerk GmbH offers quiet operation and high resilience with a pleasant feel and long life

Octoflex is a central drive unit with flexible power transmission elements

Fenix Ntm Nanotech Matt Material

98 98

Ever since the world started going digi ta l there has been a growing tendency

towards individualisation and customisation. And with the proliferation of mobile devices and apps, this has only increased. One can customise everything from your kitchen plan to your mobile device. Not only has the Internet seriously changed the communication and purchasing behaviour of consumers -the trend towards uniqueness has also been inspired by it. Hence it shouldn’t come as a surprise that this tendency has seeped into the furniture industry. Leading the way in India are sites like Pepperfry and Urban Ladder.

In fact Indian furniture retail is valued at being the 14th largest furniture market in the world and is said to be a $10 Bn market which is expected to see multi fold growth in near the future.

To d a y ’s c u s t o m e r i s a n individualist who is not overly willing to compromise. Thanks to innovative product configurators, an increasing amount of furniture is designed and bought online. Internationally this has drastic effects on stationary trade, which i s f i g h t i n g s t a g n a t i n g sales figures.

“The classic furniture shops

Customising The FutureThe growing preference for customisation is taking the global furniture industry by storm. BY ALYSSA LOBO

are simply not awakening desire in consumers,” said Winfried Titze, Managing Director of Titze Consultancy Company, who curated the Zow Marketing & Sales forum. It is his opinion that it is the unimaginative presentation of the furniture which is mainly to blame.

However, the trend towards unique furniture specimens also has far-reaching consequences for the industrial manufacturing process, since individualisation options on offer increases variety and hence the demands made on procurement, production and logistics.

But there are means by which it is possible to economically orientate production towards manufacturing to meet customers’ individual requirements. Rejection of the ‘classic’ series production presents medium-sized companies in particular with new challenges.

“This makes the optimisation of the logistics processes and linking of the manufacturing all that more important,” emphasises Horst Koitka, Managing Director of Abaco

Informations Systeme GmbH, who curated the RFID(Radio Frequency Identification) special area at ZOW in February this year. “RFID technology is an indispensable part of this, since it is the basis for the continuous transparency of all logistic processes.”

Companies can counteract the increasing complexity by means of a clever variant logic which is not widespread: In order to design the products such that they can be made in different variants, the furniture industry must standardise the principles which are behind the design.

Experts at Zow pointed out that both increased networking and a smooth data flow are necessary to meet the growing demands of the market.

The industry needs continuous data communication which covers trade through to the machine itself, especially for products with many variants.

L o g i s t i c s m u s t a l s o b e incorporated, since the individual piece of furniture must be delivered to the customer in its entirety,

Interzum Spl

THE INSIDE TRACK June 2015

Tavinea 91 by Grass is a flexible organisation system that lets customers choose between horizontal, diagonal or vertical division

Gera Leuchten’s Gera Light Board 100 features customised illuminated furniture in a minimalist design for modern kitchens

98 98

undamaged and on time.However major industry players

at Interzum see this as an opportunity fo r the fu rn i tu re indus t r y. The customising of furniture, encompassing the corresponding di f ferent iat ion, ensures that t h e t r a d e c a n e s t a b l i s h a competitive advantage.

This applies to “medium-sized businesses, above all,” says Karl Baliko Managing Director of woodbox. For other major players like Blum and Grass, differentiation will also remain an important theme. Ronald Weber, Chairman of the Grass Board of Management says: “The end customer’s desire for kitchens and furniture which can be adapted precisely to their requirements is growing.

And that automatically generates the demand for product concepts from furniture and kitchen makers which are based on the requirements of the end consumer, and which at the same time offer them the option of differentiating within their own collections. Which means that our client company can distinguish itself from the competition.”

Grass has seized on this idea and has developed a unique, comprehensive interior accessory system for drawers with the Tavinea 91. The comprehensive interior accessory system was developed for drawers in kitchens, bathrooms and living areas.

The Tavinea 91 has precise s t r u c t u r e s f o r m a x i m u m

customisation. The structural elements made of aluminium divide the drawers into regular compartments with a width of 91 millimetres. Inserts made of solid wood can be additionally fitted between the filigree, 4.5 mm narrow struts. They can be moved as required inside the compartments.

This resu l t s in a f l ex ib le organisation system that sets standards with regard to its individual options. It also provides an additional new feature: customers can choose between horizontal, diagonal or vertical division.

Tav inea 91 a l l ows f o r a customised order-horizontal , vertical or diagonal. “The diagonal organisation structure creates a completely different look,” s a y s St e f an Ambrozu s , t h e product designer and owner o f A m b r o z u s S t u d i o w h o accompanied the development of the interior accessory system from the outset.

The arrangement of the segments at a 45 degree angle not only looks good but is ergonomically advantageous. Stored items can be conveniently loaded and removed, as their diagonal position means that they are particularly handy to grasp.

Hans -Wi lhe lm Rot t enau , M a n a g i n g D i r e c t o r o f Gross + Froelich GmbH & Co. KG, provides further explanation o f th i s phenonmenon:“ The

trend is moving away from the ma s s -p roduced and towa rd m o r e d e s i g n - o r i e n t a t e d , high-quality products which allow for customising.” Gera Leuchten and Servetto are also allowing their product development to be influenced by the desire for more individual furniture.

Gera Leuchten’s Gera Light Board 100 features customised illuminated furniture in a minimalist design for modern kitchens. With its minimalist dimensions, clear geometry and thanks to its modular structure coupled with high LED light performance that can be individually controlled, the light board can be integrated into different kitchen collections, to which it lends individual flair at the touch of a button.

The Gera Light Board 100 i s des igned as a customised modular system. An illuminated glass shelf or a wooden shelf ( n o n - i l l u m i n a t e d ) , w h i c h can be selected by the kitchen manufacturer, is placed into an aluminium frame. By doing this, the producers can also accommodate their own wood colours and thus

selectively capture the colour of the furniture again in the Light board.

In this way, the modular system specif ical ly adapts to the design of the kitchen and meets a l l t h e r e q u i r e m e n t s o f modern comfort.

Another one of Gera’s innovations in customised furniture is the Coat Rack Lamp Gera LS 8.

As in the case of all Gera Leuchten illuminated furniture, Coat Rack Lamp Gera LS 8 is an object that does more than just illuminate. The special feature of this architecturally-designed lamp is the option to insert one or more hook strips into a track concealed behind the lamp, permitting users to create a load-bearing coat rack, for example.

The product can be customised in terms of width and hence fills even smaller niches with sensible func t ions . In cont ra s t , the addition of several lamps can result in interesting, linearly-aligned installation effects in longer corridors. Contact web: www.gera-leuchten.dewww.grass.at


Coat Rack Lamp Gera LS 8 - The special feature is the option to insert one or more hook strips into a track concealed behind the lamp

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It Products

Grohe Sensia - The Latest Generation Of Shower Toilets Grohe now offers a unique range of products designed to keep you feeling fresh and clean all through the day. The four different product lines from the company harness the power of water for a gentle and natural personal care. These shower toilets raise the bar for hygiene and comfort, helping users feel clean and at ease all the time.

The Grohe Sensia IGS line, one of the four product lines, has an innovative seat-mounted controller with a user-friendly turn-and-push function as well as a highly advanced touch-screen

Grandeur Introduces Creta Frame By Del Tongo

Grandeur announces the addition of Del Tongo’s Creta Frame Kitchen Collection to its wide selection of aesthetic offerings for Indian homes. The collection is crafted using natural wood veneer and lacquered open-pore veneer. Available in a variety of colours, the handle-less kitchens are ideal for an open lifestyle where living spaces seamlessly merge with each other. The geometric cabinets have

Johnson Porselano - A New Generation Of Glazed Vitrified Tiles By H&R Johnson

A leading manufacturer in the ceramic tiles industry in India, H&R Johnson has recently introduced a new generation of glazed vitrified tiles that have been branded Johnson Porselano.

The Johnson Porselano range of tiles comprises germ-free porcelain slabs available in the sizes 120 x 60 cm and 120 x 20 cm. Other features include joint free and stain free properties, high Modulus of Rupture (M.O.R) in unique themes that give it Kohler Introduces The Veil

And The Black Ensemble

Kohler has come up with a new, differentiated product called The Veil Integrated Toilet which combines design, performance and user-friendly functionality to give the user a luxurious experience. The special features and functions of The Veil include a concealed tank, automatic flushing and bidet integrated in one piece.

Its rimless bowl design makes it easier to clean, and its double siphonic flushing system incorporates dual jets, producing efficient siphoning action and thus conserving water. Other features include night

based remote control unit. The upcoming launch of the Grohe Sensia Arena line of shower toilets is set out to mark a world premiere. The lozenge shape of the bowl ensures a perfectly ergonomic design both for the floor-standing and for the wall-mounted toilet. It also offers unique features such as an air-infused shower spray, a rimless bowl, automatic lid opening and, in the case of the floor-standing model, automatic flushing and rinsing with the use of sensor technology. Contact www.grohe.com

a thin, minimal frame around the door, and carry a subtle yet distinct character.

The design of the collection conceals minute high-tech details so as to give the kitchen an uncluttered, organised look. The Creta Frame collection can be viewed at all the three Grandeur outlets in Delhi, Mumbai and Bengaluru. Contact www.grandeurinteriors.com

a realistic touch and feel. It is available in three forms: 80 x 80 cm and 120 x 60 cm slabs and 120 x 20 cm splits.

This collection has been created based on research and in collaboration with architects, dealers and even customers. The new range comes under six major themes: modern, contemporary, minimalistic, Victorian, retro and art nouveau and art deco.Contact www.porselano.in

light and automated deodoriser, intuitive touch screen remote and temperature controlled seat and water.

Kohler has also launched the new Black bathroom ensemble. Ranging in stunning hues of black, the ensemble presents a line of products that are exceptional in their design, performance and ease of use. The Black ensemble consists of three products. Stylising includes a wide variety - from homestead and industrial to contemporary and minimal. Contact www.kohler.com

THE INSIDE TRACK June 2015 11

It Products InV Home’s Collection Of Luxe Furniture

InV Home presents its latest collection of luxury furniture for high-end living. The furniture is craftily designed and includes beds, accent tables and chairs, etc.

InV Home, a dedicated luxury home décor brand, has worked with luxury brands such as Harrods, Bloomingdale’s and Ralph Lauren. It defines itself as a one-stop destination for luxury furniture, artworks, accessories

To combat the summer, Carysil has recently launched its range of compact ice-makers. The ice-makers are purported to take less than 10 minutes to make ice.

They are capable of making up to 12 kg of ice in a day. Moreover, their freestanding design makes it ideal to set them up for both indoor and outdoor locations.

Carysil Launches Ice-makers

The product is available in two models, Trance and Lion and come in basic colours.Contact www. acrysil.com

and collectibles to personalise and customise home and work spaces. For this one-off collection, several reputed European and American brands have been brought together under one roof. The collection includes high-tufted beds from Glamour, high-backed chairs from Zebra, chairs from Luna and golden-bronze lacquered coffee tables from Gaia. Contact www.invhome.net

Idus Presents A Collection Of Rattan Furniture

Idus has recently launched its collection of furniture made out of rattan, an intrinsically strong and durable material typically used to produce furniture made to bear weight, such as chairs, seats, sofas and armchairs. One of the toughest materials in the world, rattan does not tend to break or splinter, which makes it last for long.

Rattan furniture, popularised in the 19th century for its

light weight, durability and inexpensiveness, is ideal for decorating outdoor areas such as gardens, at resorts, hotels etc. But it also goes well with an indoor setting, adding an antiquated charm and flair to the home. Fitted to suit both modern and antique tastes in furniture, rattan furniture is likely to always stay fashionable. Contact www.idus.in

Godrej Interio Launches Sheesham Wood Furniture

Godrej Interio has recently launched India’s first sheesham wood bedroom sets with knockdown wardrobes. The new range consists of two bedroom sets, Madisson and Avana, which include a king-size bed, bedside tables, wardrobes, chest of drawers, dressing table and a stool.

Sheesham wood is very flexible to work with. Indian

sheesham wood, moreover, is known for its rich texture and fragrance. Sheesham is also a premier timber species of rosewood which makes it resistant to decay and drywood termites. Apart from being a luxuriant range of bedroom sets, this range is distinguished by its high durability and high density.Contactwww.godrejinterior.com com


It Products The Furniture Republic Launches Spectacular MirrorsOnly a decorator could really appreciate the role that mirrors play in enhancing the look of a room. Mounting a small, pretty mirror on an empty space such as above the bed or the empty console in the lobby can significantly affect the room’s aesthetics. The key is to pair the right mirror with the right space. Knowing this, The Furniture Republic has recently introduced Spectacular Mirrors, a range of decorative mirrors to improve the visual quality of a place.

The mirrors range in taste, from the ‘relaxed modern’ to ‘timeless glamour’. The mirrors are also available in varying

Studio Creo launches a smart, sleek and elegant range of chairs by the renowned Italian brand, Calligaris. The chairs are designed for everyday use in both private spaces and break out spaces, where they can go along with coffee tables or dining tables. Their make combines precision with innovation, and their look is effortlessly stylish. They are available in ordinary as well as whimsical colours, including ash wood, walnut, aquamarine, mustard yellow, aubergine and purple.

The chairs are light in weight, with clean lines and smooth curves and they are made out of materials devised out of

Studio Creo Launches New Chairs From Calligaris

the latest technologies. The Honeycomb chair is made from polypropylene, which is 100% recyclable, and is treated with a UV filter that protects it from colour-fading. Its honeycomb structure makes it very comfortable. The SAMI range of chairs, on the other hand, are characterised by hexagonal patterns with the cross-stitch on their edges intended to compliment any table they are paired with. Their structure and design make them ideal not only for a domestic environment, but they can also be set up in restaurants and bars.Contact www.roche-bobois.com

colours; from antique gold to copper and black finish metal. Contact www.tfrhome.com

Roche Bobois Introduces A Collection Of Contemporary Furniture

Qb Office Spaces

Qb Office is the stylish, flexible and cost-effective way to make the most of all the space at the workplace. It makes possible the creation of additional workspaces with the comfort levels of normal offices, which can be moved when business calls for change, without any waste or dilapidation costs. Qb Office Spaces are available in a

range of shapes and sizes,and can be customised to match the client’s exact requirements.

The client will be able to choose the layout, glazing, lighting, ventilation system and electrical set-up. The company will use the client’s selection to create the workplace. Contact www.qb-office.com

The French luxury furniture brand Roche Bobois launched new items from its ‘Les Contemporains’ collection. Designed by reputed international names like Cedric Ragot and Renaud Thiry, the furniture is best suited for modern living spaces and office areas. The company also enables customisation in dimensions, leathers, wood and finishes.

Among the collection is the

Astrolab dining table, available in black. This table is made from reinforced glass and polished aluminium. Its range in sofas includes the Parcours sofa, designed by Sacha Lakic and the Reportage sofa, designed by Philippe Bouix. The collection also boasts of a varying range of tables including cocktail tables, armchairs and mirrors.Contact www.roche-bobois.com

It Products

Action Tesa’s New Metallic Series With MDF

Action Tesa introduces its Metallic Series in MDF Boards. Metallic MDF Boards are boards that are available in metallic finish and patterns. These boards are provided with an aluminium foil layer and ranges in thickness from eight millimetres to 25 millimetres.

Metallic MDF Boardsare widely used for Interior

Decoration, Home Furniture, Kitchen Cabinetry, Bedroom Furniture, Living Room Furniture, Baby Furniture, Children Furniture, Commercial Furniture such as Office Furniture, School Furniture, Hotel Furniture, Library Furniture, Restaurant Furniture, etc.Contact www.actiontesa.com

The aim of the window and door systems with thermal insulation by Encraft is to ensure comfort and lower the electricity cost. Made out of uPVC, the doors and windows offer protection from the weather, wind, noise, burglary and UV radiation.

Encraft uses specially developed gaskets for effective

Windows And Doors With Thermal Insulation By Encraft

insulation and weather, as well as noise-proofing. The manufacturer has made use of the latest technology to build a product that is as environment-friendly and of a high quality, as it is aesthetically appealing.Contact www.encraft.in

The new product, the Wireless Cube IP camera, launched by CP PLUS comprises new and advanced features and is meticulously designed to meet the security needs of homes and offices.

Consisting of 3.6 mm fixed lens and 1 megapixel CMOS image sensor, the camera is capable of two-way audio and has a built-in microphone with a range of 5 meters or 15 feet. It can also record in a video resolution of 1280 x 800 at up to 30 frames per second. The camera has an in-built

CP PLUS Launches Wireless Cube IP Camera

PIR sensor installed that detects human motion, and a built-in feature of white light illuminators which enable it to capture video even in an environment with low light.

It enables wireless setup and recording through its in-built WiFi 802.11 b/g/n. The security device allows users to set up a surveillance system and a 24x7 monitor from their mobile devices, PCs or laptops without incurring any additional costs. Contact www.cpplusworld.com

THE INSIDE TRACK June 2015 13

Notion introduces wooden deck flooring for swimming pools. The use of a deck made of solid wood is intended to ensure durability and increase usable space around the pool.

Outlining the swimming pool with a wooden deck is not only a good choice for all practical purposes, but it also makes the swimming pool aesthetically appealing. Wooden decks do not get hot and can be comfortably walked on. Being made of wood, the deck can be beautifully crafted to make the swimming pool look pleasant and artistic.

Notion Introduces Wooden Deck Flooring For Swimming Pools

Wooden decks also add a touch of nature around your pool, and you can add plants to give it appeal. As Mr. Akash Saini, Director of Sales, Notion says, “Hardwood decks could add a touch of nature into your pool. It looks softer and lighter to the eyes. It can even make your pool look more inviting. A pool deck’s beauty can be enhanced with some beautiful furniture and plants. The layout of the pool deck would also give it a good impact.” Contact www.notion.net.in

1514 1514 THE INSIDE TRACK June 2015

Interzum Spl

Fittings and components are seemingly small, yet indispensible parts of furniture.

They affect the way we interact and use products; and in a wider way also affect our relationship to the spaces we live and work in. From surveying the exhibitions at this year’s Interzum, Inside Track brings to you the trends in functions and components from this year’s edition of the fair.

In the ‘Functions & Components’ segment, three main trends have emerged: the merging together of various rooms, customising, and the comfort factor. In addition, quality and price, the Smart Home, LED and technical optimisation are also influencing furniture design.

Merging Different RoomsSeveral factors have led to the rise of this trend, among them the preference in developed European cities for smaller living spaces, particularly among the young working population. This trend can be particularly useful for urban areas in developing countries in Asia such as Mumbai and Shanghai which face space crunches.

For Hening Pölitz, Managing Director of Gera Leuchten, lighting in interior design planning is becoming more and more of a formative element, particularly in view of the growing trend for merging rooms into one another. “The right lighting lends the desired structure and atmosphere to furniture and spaces in open layouts,” says Pölitz. This philosophy is put into work in Gera’s range of light fittings.

Gera’s Light Board 100 is an innovative, adaptable product that caters to the changing nature of the kitchen as the centrepiece of any home and as an increasingly open space in which guests are also received. Here production of a holistic atmosphere, to which light makes a considerable contribution, and creation of surfaces for deliberate presentation of objects play a central role.

The Gera Light Shelf unites minimalist design with extraordinary

A Fitting Change Components and fittings are moving towards making furniture more comfortable, space friendly and versatile. BY ALYSSA LOBO

The Gera Light Shelf is able to create stylish transitional areas that pick up on - and merge - the moods of the two distinct spaces

functionality, stringently oriented on users’ requirements. The ScanAndLight function, which is integrated into the furniture and which measures and controls the light within the room and in each individual lamp, permits the user to control all the light in the room. Targeted microelectronic control of the LED colour components permits the creation of a constantly-adapting light mood throughout the entire room, which is perceived as being completely natural by the human eye. In a nutshell: the shelf defines the light mood of the entire room, hence becoming the very heart of any lighting concept.

The Gera Light Shelf reveals its entire creative power particularly in smaller spaces. In open plan areas, it is able to create stylish t rans i t iona l a reas that p ick up on - and merge - the moods of the two distinct spaces. In this way, the shelf can be positioned on the way to the living or dining area, to the office, the bath or the sauna, hence creating a fluid transition tothe respective area by dispensing with the objects generally required there.

Häfele recognises the global social trend of merging working and living environments and among the company’s product portfolio are clever organisational options with innovative furniture solutions.

Häfele’s booth at Interzum 2015 consisted of an Inspiration Area which was designed with concepts

that can give ideas to customers on how they can effectively utilize small spaces. This area was divided into two sections - the Live-Work and Work-Live concepts.

Inspirational functionality concepts were used to transform living spaces into working areas and vice versa; effectively utilizing the precious yet little space available in the urban set-ups across the globe.

In this context Suspa, the manufacturers of gas springs, dampers and adjustment systems for the furniture industry also considers electrical adjustment functionality to be of increasing importance - not least because of changing demographics.

CustomisationThe trend towards customised furniture has led fittings and component companies to develop products that help customers create living and working spaces to suit their particular requirements. Fo r i n s t a n c e Va u t h - S a g e l Systemtechnik expands their corner cabinet range to include narrower larder cabinets. In addition to the models with wide-angle hinges, Vauth-Sagel offers its international customers a further sophisticated design variant: the VSA 300 and the VSA 400 synchro. This larder cabinet pull-out was conceived especially for corner situations where a small opening angle is required so as not to impact on surrounding walls or front panels.

To allow kitchen manufacturers,

and ultimately also end consumers maximum design diversity, all VSA models can use the basket designs from the Vauth-Sagel range: Classic, Saphir, Premea, Premea Glassline and Premea Artline. Premea further extends this design offering by giving customers the option to have the tray bottom panels in a custom colour. The same applies to the frame colours.

To meet the needs of the customers’ preference for customised furniture, companies are creating collections with product differentiation. This in turn increases their competitive edge and brand strength by giving a wide array of choices to customers.

Vionaro by Grass offers design freedom for all conceivable furniture types with its luxurious simplicity and the use of a wide range of different materials and colours.

The system is available as a high-quality, anodised aluminium version and a steel version in the three standard colours snow white, silver grey and graphite as well as the special colour golden brown. Grass supplies customers with Vionaro with a side wall depth of 63 mm, 89 mm, 121 mm and 185 mm, and from autumn 2015 also with a 249 mm side wall depth. The front stabiliser integrated into the 185 mm and 249 side walls permits the installation of fronts with a height of up to 780 mm - without the use of a railing.

The cross-divider, which will be available from autumn 2015,

Grass’ Vionaro offers design freedom with its simplicity and wide

range of materials and colours


is particularly practical for optimum utilisation of the storage space. The aluminium rod that can be cut to length is simply placed on the drawer sides and enables individual compartmentalisation of the drawers and pull-outs. With this clever product design no visual compromises are necessary for the additional function - with its colour and shape the cross-divider perfectly matches the design of the drawer and therefore ensures a stringent exterior appearance.

Comfort & ErgonomicsMore and more exhibitors are embracing the trend toward comfort and ergonomics. Hubert Schwarz from Blum says: “In the future, the general trend will continue to move toward comfort and to perfect motion.”

For Indaux, this is connected to increasing expectations in the area of design and quality. Indaux presented three new sliding doors systems at Interzum, in order to respond to the new requirements of home comfort. These new solutions for cupboards: Sistema- 5, Junior-10 and Frontal are equipped with the latest generation

of INDAmatic system, which has been completely redesigned for an extremely smooth opening, and is now renamed INDAmatic-120 , due to i t s 120mm of progressive closing.

The new Sistema 5 for supported sliding doors is an evolution of the classical Sistema -4, with the particularity that it is especially designed for the new INDAmatic-120, with 120mm of progressive closing and minimum opening

force. This INDAmatic system - completely redesigned and with fully optimised mechanics- provides a truly soft and effortless experience. The Sistema- 5 has a new profile and top slide, optimized for use with the new INDAmatic-120, resulting in a particularly smooth movement for doors up to 75 kg.

“In living, we are seeing a trend for comfortable kinematic solutions at home, for example in the area of functional seating. With our

smooth-runner systems, we offer added value which can actually be felt,” says Martin Schock, Managing Director of Schock Metallwerk. For Hans-Joachim Kollmeier, Managing Director of Confer, the trend for comfort is also defining the industry. He says, “The developments in Relax-Systems for improving the quality of life and living are particularly important for people who are getting older but who are young at heart.”

Among those companies with such developments is Confer which will present the new, ‘Confer seatLift’ functional fitting, a device which makes it easier for people with knee problems to stand up and sit down. This functional fitting offers producers of upholstered furniture a mechanism to be integrated in seating furniture for people with problems with their knees, back or leg muscles. With this mechanical stand up support, Confer offers a senior friendly function, with which you can generate new market shares in the rising market for elderly people.Contact web: www.gera-leuchten.dewww.vauth-sagel.de www.grass.eu

The Inspiration Area in Häfele’s booth at Interzum consisted was designed with concepts that give customers ideas on how to effectively utilize small spaces


Interzum Spl

The idea of 3D printing r e p l a c i n g t h e m o r e conventional production

technologies may not seem like a long shot anymore. As a matter of fact, experts themselves are wont to believe in the bright future that additive manufacturing seems to be leading us into.

These are exciting times for architects and designers alike. With the infinite possibilities that the internet lays out, the way is smoothly paved for the onset of a whole new industrial revolution.

In a nutshell, 3D printing or additive manufacturing is a process in which three-dimensional solid objects can be created out of digital files. This is made possible by using the additive process - a process in which layer after layer of material, when placed successively, conjures up the entire object. These layers can be seen as the finely sliced horizontal cross sections of the created object.

The Innovation of Interior event, which deals with the theme of additive manufacturing, was featured at the recently held Interzum 2015. It focused on the theme of the ‘4th Industrial Revolution: 3D Printing’. Held at the Interzum piazza, the event presented a distinguished, future-oriented array of products that visualised uniquely innovative ideas and design options.

Following its overwhelming success at the last Interzum fair, Koelnmesse even expressed its intention to develop Innovation of Interior as its own brand and to stage it at other fairs in Cologne as a platform for designers and architects. Such an exhibition is especially relevant to designers and architects, but the general public might surely find the idea of 3D printing- seemingly something coming r ight out of sc ience fiction- also intriguing.

3D Printing: Revolutionising Furniture And Interior Design The Innovation of Interior event at Interzum discussed generative production and 3D printing; and their possibilities for design and architecture.

The general interest in 3D printing has risen dramatically, due to many factors, including the hype surrounding the so-called consumer printer.

Dr. Sascha Peters from Haute Innovation in Berlin served as an external expert for the event. Matthias Pollmann, the project manager, while explaining why 3D printing is so essential for Interzum, opined that, “Generative production processes are also being discussed increasingly frequently as relevant for the furniture industry and interior design. We want to make it possible for our visitors to discover this theme with us in Cologne in the context of the ‘4th Industrial Revolution: 3D Printing’ exhibition.”

Ab o u t 7 0 e x h i b i t s we r e displayed at the piazza. The visitors, moreover, were presented with a live demonstration of 3D printing. At Interzum, printing was actively carried out on not one but several systems. The Big-Rep printer manufactured a piece of furniture for the visitors. The food printer produced several foodstuffs.

Everything from ceramics through textiles to lamps was shown at the exhibit. There were also plenty of opportunities for visitors to interact and discuss business with many experts over the four days of the fair.

Experts shed some light on the aspects and the potential of additive manufacturing in the furniture construction sector and in interior design. With this focus, the Innovation

of Interior piazza is comprehensively introducing a much-discussed topic at the Cologne supplier fair which is sure to ignite the market associated with additive technologies once more.

The visitors were thus exposed to varied materials, structures, construction sizes and surfaces of the selected projects.

A conference held on 7th May 2015 tied up the loose ends around the topic of additive manufacturing. Based on the theme of the possibilities and potential that 3D printing lays bare to us, the conference also mused on the intriguing question- Printed architecture: When will we see the first marketable application in the construction sector?

Perhaps we are living in a science fiction book, or perhaps we have indeed progressed in science and technology magnificently. But it has become clear that for architecture and interior design, 3D printing is a very exciting venture.Contactweb: www.innovation-of-interior.com

3D printing or additive manufacturing is a process in which three-dimensional solid objects can be created out of digital files

Visitors were exposed to varied materials, structures, construction sizes and surfaces of the selected projects


Spot Light

Of late, there seems to be a palpable change in the leading trends in office

design. More and more, the focus seems to be on rendering an environment that is comfortable, easy and inspiring, rather than creating a workplace that only looks good. The importance of a good work environment in boosting productivity has gained attention with growing awareness, backed by research.

Doing away with cubicles and installing large desks to accommodate many people can create workplaces that can foster spontaneous meetings

Using technologies such as portable desktops, laptops and tablets make for an effective, efficient work environment

The given office space is innovatively manipulated to provide comfort, render work easy and create an organised worplace

Redefining Trends For The WorkplaceOrganisations look to foster an environment that is comfortable and caters to the well-being of employees. BY TASNEEM S. POCKETWALA

Hence there is a perceptible bend towards opting for particular styles in office design.

With newer office spaces, it all boils down to functionality and comfort without due compromise in aesthetic appeal.

Space The intention is to innovatively manipulate the given office space to provide comfort, render work easy and create an uncluttered, organised workplace.

However work flow can be rather perplexing and unpredictable. Moreover, we seem to have moved on from gathering in one space to brainstorm. Increasingly, there is a surge towards what has come to be called as ‘activity settings’, that is, the creation of areas that cater to specific purposes. They constitute of spontaneous meeting areas, formal meeting spaces, individual work areas, project rooms and break areas.

Since the number of people working from home is on the rise, it is also crucial to appropriately design the place where you work at home.

TechnologyWith wires and cables endlessly wrapped over and around the work desks, it is no surprise that workstations present a messy, cluttered look that can hardly be appealing to the eyes. Using technologies that eschew the chaos on the desk, such as portable desktops, laptops and tablets make

for an effective, efficient work environment. Working on portable gadgets also allows the employees to move freely around the office.

Office furniture that includes a smart storage system, cable management etc. also contributes to giving the workplace a clean and organised look, and makes it easier and hassle-free for the employee going about his work.

Acoustics and Lighting Acoustics, lighting and other aspects of the cabin or workplace are significant in that they determine how efficiently the work can be carried out. Studies show that better workplace lighting -both artificial and daylight -tends to translate into reduced absenteeism

in the office and a tolerable increase in productivity.

It can be quite distracting and irksome with too much noise in the office, but you cannot prevent work-related collaborations and discussions taking place. Yet it is equally necessary to create a quiet and peaceful environment where employees are able to work comfortably and efficiently. It is crucial that spontaneous or pre-planned meetings can take place in the office without unnecessarily disturbing others. To enable this, offices are installing systems that emit white noise or provide sound masking.

To boost performance beyond this, companies can also carefully plan the office layout, consider flooring materials, walls and ceilings, and even establish a firm behavioural protocol.

Keeping People in Mind An essential aspect in office design relates to considering whether a particular, chosen design would suit the employees or not. When employees do not take too well to their office environment, it hinders their performance. Office designing, thus, should bear in mind the needs of the employees.

Recently, office design trends display the importance of allowing customisation of the workspace. Modular systems, which can be re-positioned as required, are set up in offices instead of the traditional cubicle arrangement. Customisation allows the employee to manipulate h i s w o r k s p a c e a s p e r t h e person’s needs.

On the other hand, trends also focus on designing workplaces in a way that can foster spontaneous meetings and enable collaborations and the exchange of instantaneous ideas, such as doing away with cubicles and installing large desks to accommodate many people. At the same time, it is necessary to provide pr ivate , enclosed spaces to hold small, confidential meetings. Latest trends bend towards creating spaces that are less formal than the conference room and are more accessible to the people.

There are several factors that influence trailblazing office design trends. Currently, as may be gauged, increasing emphasis is put on employee comfort, creating an open, technology-infused and healthy work environment in the office.

19

Co. Profile

For the design community, innovation must go hand in glove with great design and

quality. The International Forum (or iF) Design Awards from Germany is one such product design award which recognises and appreciates exceptional manufacturers, developers and designers worldwide.

Having garnered considerable media and public attention over the years, the iF awards serve as a platform to discover and recognise quality design products. For over 50 years now, the iF has been one of the most renowned upholders of design and innovation, commending great design and products from around the world.

The winners of the iF awards are presented with the iF logo, which has become a symbol of quality and exceptional design recognised the world over. The label of iF behind a designer’s or manufacturer’s name almost certifies them to an unequivocal regard. Which is why, winning an award from this forum is not really that small a matter.

The Linea basin mixer, crafted by Artize, is India’s first and only faucet to win an award from this highly prestigious forum. Artize is a luxury bath brand, part of the Jaquar Group, and caters to niche customers aspiring for luxury in their bathing spaces. A blend of design, technology, precision and quality, Artize aims to craft exquisite bathing spaces and bath fittings designed for luxury.

A technologically high-end and aesthetically appealing product, the Linea basin mixer by Artize was awarded the iF Design Award 2014, under the Discipline of Product Design. Inspired by the idea of minimalism, the basin mixer is as stylish and spectacular

Artize’s Road To Global Success Artize continues its pioneering efforts in the marketplace through its award-winning product, Linea. This is India’s only faucet to win the coveted iF Award at Germany.as it is impressive in the advanced technology it embodies.

The most striking feature of the award-winning Linea basin mixer is its spout, which swings elegantly and also functions as the faucet’s on-off mechanism. The faucet’s spout moves in a graceful arc, controlling the temperature and flow of the water as it moves along its curve. At different positions, the user can experience a jet of cold, hot or mixed water.

Artize carefully designs each of its products keeping in mind its aesthetic appeal but without short changing the product’s performance and functionality. The Linea is designed in such a way that the water always falls near the centre of the wash basin, safely away from its brim.

The product is crafted using anti-scalding properties. Linea’s intelligent design prevents hot water from coming into contact with its chrome body, allowing the Linea basin mixer to remain cool at all times.

Dubbed as the “most trusted” bath brand by Nie l sen, the Jaquar Group utilises the latest, most advanced technology in its manufacturing of bath fittings, and does not compromise on quality. The company is committed to offering the best bathing solutions

t h r o u g h d e v e l o p m e n t a n d persistent innovation.

Its luxury brand, Artize is no different. Besides the achievement of the iF award, the Jaquar Group has widespread influence in the global bath fittings industry.

L ine a m igh t p e rhap s b e best fitted to evoke the concept of minimalism. “Linea is the epitome of minimalism,” professes Parichay Mehra, head of the design team at Jaquar group. “It eliminates every inessential layer between the user and the experience

of the product,” Mehra goes on to explicate.

Linea’s is a stylish, sleek, stunning design. Its clean and elegant look bears an ideal of minimalism that is simple yet evocative. Linea’s design is in line with the current trend of keeping it bare and simple, but it does more. Without compromising on performance, it encapsulates a sensibility that is very minimalist in its appeal.Contactweb:www.artize.comwww.ifdesign.de

The most striking feature of the Linea basin mixer is its spout, which swings elegantly and also functions as the on-off mechanism

The Linea’s sleek, stylish, sophisticated design ensures the water always falls near the centre of the wash basin, safely away from its brim



Interview

DURAfloorprotector is an innovative, cost effective, new generation product

introduced by Supreme Industries Ltd. for protection of different types of floors. Ajay Mohta, General Manager Construction Accessories Division speaks to The Inside Track about the development of this product and what makes it a must-have for those looking to renovate their interiors.

What were the reasons for the introduction of this floor protection product? While doing the interiors of any project, flooring is completed prior to electrical or plumbing work. During these works, scratches can develop even resulting in breaking of tiles or flooring due to dragging of heavy equipment. As 25% of the interior cost involves modern floorings, it is necessary to protect the floors till the total interior work is completed. Traditionally, Plaster of Paris (PoP) was used for this particular application, but not only is laying and removing of PoP a time consuming and a tedious activity, but it also generates harmful dust. What are the salient features of DURAfloorprotector?

DURAfloorprotector is an innovative technology that provides universal cushioned flooring protection for wood, ceramic and vinyl floors. It is a closed-cell, polymer based microcellular foam composed of thousands of cells trapped in the foam with the reinforcement of high

Keeping Tiles Damage FreeDURAfloorprotector, by Supreme Industries Ltd. protects your expensive tiles from damage during renovation or interior work.

DURAfloorprotector is flexible, can be cut to fit in any space and works well on either side- vacuum or sweep clean and is reusable

performance polymer which helps to resist all types of pressure imparted.

The product offers hassle-free application process compared to PoP, rosin paper, plastic runners or drop cloths. It does not absorb paint, oil, grease or any cleaning agents. DURAfloorprotector is flexible, can be cut to fit in any space and works well on either side- vacuum

or sweep clean and is reusable. It is environment friendly, inert and does not promote growth of bacteria and fungi.

What are the possible applications and advantages of the product? DURAfloorprotector keeps floors safe from damage and debris and its anti-slip properties provide a safe work environment. It is a reusable, reversible surface protection for concrete, marble, granite and other counter surfaces.

It also provides cushioned universal floor protection during construction for hardwood, ceramic tile, linoleum and carpet floors as well as sinks and tubs, walkways and decks during building or remodeling. It is already very well accepted by the leading architects, interior decorators, contractors, developers and builders as there has been an urgent need for an a l t e rna t i v e t o PoP and DURAfloorprotector now offers the most appropriate solution.

What is the marketing approach that the company will be using for the product?

Supreme Industries already has

a vast distribution network all over India for other DURA range of products related to civil industry. A lot of new distribution networks have been created with the launch of this product to make it easily available. These include people involved in trading or retailing of flooring tiles, plywood and other products related to interior decoration industry.

Some of the other products under the DURA range include D U R A m e m b r a n e : H i g h pe r fo rmance wa t e rp roo f ing membrane; DURAboardHD100: Compressible filler board for expansion joints; DURArods: Closed cell, polymer based foam filler material with a circular profile; DURAshield: Material for spandrel insulation in glass façade buildings; DURAroofil: Light weight, resilient, soft, polymer based closed-cell foam closure profile used as gap filler in roofing systems; DURAblockfiller: Special purpose, high density filler board; DURAvapourbarrier: High performance water vapour barrier material and DURAprotector: Membrane Protection Board .Contactemail: [email protected]: www.kludi.comphone: 09987672490

DURAfloorprotector provides cushioned universal floor protection during construction for hardwood, ceramic tile, linoleum and carpet


Advertorial

Founded over 200 years ago in the heart of the Black Forest in Germany, Duravit not only

supports the Black Forest Nature Park but also espouses a responsible attitude to the environment, making it one of the world’s foremost companies providing sustainable solutions.

In the 1980s, Duravit had already harmonized the geometry of the body of the toilet with the flushing volume and reduced the amount of water consumed by its toilets to six litres as opposed to the nine or more litres used then. Today Duravit is able to offer toilets that flush

Duravit’s Green & Blue Responsibility

hygienically using just four and a half or even less water earning it the “EPA Water Sense High Efficiency Flushing” label.

The waterless urinal Architec dry by Duravit provides the permanent solution to save water. Thanks to a hose membrane integrated in the

outlet of Architec Dry it flushes without any water whatsoever. This membrane only opens when urine flows through it and then closes again keeping unpleasant odours at bay.

Wherever it makes ecological sense, Duravit uses resource-saving LEDs. Applications include the l ight and coloured-l ight programmes for bathtubs, whirl

tubs, pools and saunas, as well as the controls on bathtubs or mirrors with integrated light. This generates power savings of up to 80% compared with halogen lights.Contact Duravit India Private Limitedtel: 079 66112300email: [email protected]: www.duravit.in

Duravit AG is recognised for its environmental commitment as per the stringent ISO 14001 standard and is also certified as an environmentally aware company.


Interview

VitrA Bath is the umbrella brand for the ceramics and bathroom division of the

Eczacıbaşi Group, a prominent Turkish industrial group with 41 companies. In international markets, the company promotes its flagship brand, VitrA, as a global brand offering the best combination of price, quality and design. The company’s global objective is to make VitrA one of the top bathroom brands worldwide by redefining the bathroom and recreating consumers’ perception of the bathroom space as

VitrA Has A New India AgendaTurkish bathroom and ceramics maker VitrA is one of the few manufacturers who offer a complete range of products and components for the bathroom. We speak to their Marketing Director to know more about their India agenda.

an unexpectedly exciting one.The Inside Track spoke to Arzu

Uludag Elazig, Marketing Director, VitrA about the company’s strategy for the Indian market and its future here.

Could you share some insights about the Eczacibasi Group of which VitrA is a part?

The Eczacibasi Group is one of the leading industrial groups in Turkey. VitrA is our umbrella brand for the bathroom division. Under VitrA we offer ceramics, sanitary ware, faucets, accessories (complementary to faucets), flushing systems (complementary to ceramics/sanitary ware), bathroom furniture, acrylic systems, bath-tub, shower trays and tiles.

We have another brand operating in the bathroom furniture division in Central Europe called Burgbad which is the leader in the premier bathroom furniture category in Europe. We have another brand called Villeroy & Boch. The tile division of Villeroy & Boch belongs to our group, which we acquired more than 10 years ago. It’s a 100%

acquisition of the tile division. We also have exclusive license of Villeroy & Boch’s bathroom and tableware for the Turkish market. We only produce tiles for Villeroy & Boch. The bathroom division still belongs to the Boch family. So we have three brands in our global operations. And we cooperate with Villeroy & Boch’s bathroom division in showrooms.

VitrA started in India in partnership with the Kajaria Group and now it’s an independent entity. How has the experience been with the Indian market?

We were partners with the Kajaria group in the Indian market since we entered. We needed the partner to understand and penetrate in the initial period. But after two and a half years we saw how big the potential is in the Indian market and how slow we were. So we said, we have to be faster and we have to be more concentrated. Plus we had some conflicts about the positioning of the brands with our partner at the time. We wanted to set our brand as we set it in other markets.

We are a significant player in Central European markets, Germany, France, U.K and Russia; plus we are the absolute market leader in Turkey - more than 35% market share. We

export to 75 different countries and we have more than 2,000 dealers all around the world and 150 exclusive shops. So we’d like to continue this heritage in India. We’d like to set VitrA as the premium brand in the Indian market, so we decided that we have to come here with our own operations. We have increased the number of VitrA staff in India. We moved our head office from Delhi to Mumbai. Our country manager is settled here for some months and we are growing our operations, rapidly creating the right positioning.

We offer really high quality products, plus our brand has value, so we’d like to be in the right segment to reach the right customers with our own operation.

The Indian market already has a lot of established international and local players. What’s the strategy to differentiate the VitrA brand?

Today, and in the near future we are not targeting the whole segment in all the cities of India since a 1.2 billion population is really hard to reach. We would like to position ourselves in the premium segment. We are first focusing on the 15 megacities of India. We have no strategy to compete on price, since there are many brands who can produce millions of sanitary ware and they can compete with price. We’re not thinking of them as our competitors. We’d like to compete with global brands. Our target is to be one of the top three global players, first in the customers’ mind.

We’d like to get the brands mindshare first, then we’d like to get the market share from that part of the market. They are not easy competitors but we are competing

VitrA has been working with French designer, Christophe Pillet to develop the Memoria series

Arzu Uludag Elazig, Marketing Director, VitrA is

confident that they can offer what the Indian market needs

VitrA Bath has three brands in their global operations – VitrA, Burgbad and Villeroy & Boch


with them in many markets, not only India. We are competing with Duravit in Central Europe. We are competing with Ideal Standard in U.K. We are competing with Roca in the Russian market. We know our competitors very well, but we know our competitive advantage too. In the U.K. market we have more than 8% market share with the VitrA brand. We have more than 200 showrooms, which we call ‘Showroom of Excellence’. We have another competitive advantage that we really believe in – we can offer complete bathroom solutions. And we manufacture every single item we serve to the customers, so we have so much of belief in our manufacturing capabilities.

Plus to manage our brand as a premium brand, we are going to increase our distribution channel as our first strategy. We did well for the first year, today we have 10 distributors plus more than 60 dealers in just one year. And we have targets till the end of this year to increase this. We are doing it with three strategies. First to give them a good brand. VitrA is a good brand, we believe, and they share that belief with us. Second, you have to serve them with good service standards. Since we have a huge capacity and a really broad product range, we can serve whatever they need to reach the customer. And you need to give them the right trade conditions since we are new comers. This is the third strategy we are following. I believe we will reach more than 150 dealers within a one and a half year period.

Does VitrA have a specific focus on the consumer or project segment to grow its operations in India?

To get the market share that we’d like to get and to have sustainable growth in the market, we are targeting both

would be hygiene. But when we target the premium segment of the population, we should offer them something more than hygiene. Nobody wants just steel or a cold, white place for their homes. Our customers have a taste and a lifestyle. They like to think of their bathrooms as complementary to their living rooms, their bedrooms, and they like to put their own touches to their bathrooms as well.

I find many similarities in it with Turkish culture. Indians are so keen on their families. And so are we. Homes are our temples. We don’t live for ourselves, we live for our families. Just like you, we also believe in progress. The Indian market is very similar to the Turkish market. That’s why I’m so confident that we can offer what the Indian market needs in the case of residential projects.

International brands sometimes lack the necessary service back-up. How is VitrA geared up to service its products?

We give high importance to after sales service, since ours are not plain products. You have to teach technicians to cater to the contract business in the right way. In every market we get in, we first build our own in-house service team; there are senior managers and trainers added to this team. For the Indian market, we would like to create them under the distribution channel. Today, we have technicians and senior trainers as part of our own organisation. We are launching nearly five to six series every two years. And these series include new technology, electronics, etc.; so you have to educate people on the field to install and service

segments - residential and contract-project business. You have to increase your visibility by retail business to convince the project owners to buy your products for their projects. They should know that your brand will add value to their projects when they try to market it. The project business is really important since it gives you high quantities. It gives you network and visibility if you get 3,000 flats in the residential construction business.

At the same time you can reach 3,000 different customers and word of mouth is really important in our sector, sometimes more than advertisements in any magazine. So we’d like to create that experience in the residential business and create word of mouth with customers to show them the real VitrA experience.

We are 100% sure that we have the right product range for both residential and project businesses. In the case of residential projects, it is not an empty space that is being refurbished, but the home - something that would hold a special place in the owner’s heart. They are looking for a mood, an atmosphere, a spirit for their homes and bathrooms.

If we were to ask someone, “What is a bathroom to you?” the first word to pop up in their mind

How does VitrA differentiate itself on the design front?

We at VitrA have collaborated with many international designers for 20-25 years. Today, we are working with many designers because we want to create a global taste. We are currently working with a French designer, Christophe Pillet. He has designed concept stores of Lacoste showrooms in many different countries. We have been working with him since three years to create a new series called Memoria.

This series is completely different from our Istanbul series. But what is common between them is that they both reflect a global taste, not a particularly French or UK taste. At the end of the day, this is our main aim.

When I look at Indian culture,

VitrA’s exhibit at ISH 2015

them in the appropriate way. Spare parts are also very important, since people don’t buy our products for one year. We are extremely prompt and efficient with all service related functions.

What has been the revenue performance for VitrA this year and where would you like to see it in three years?

The present turnover in the Indian market this year has not been so high. We accept ourselves as newcomers in the market. The total turnover at the end of this year is somewhere around 35 crores. But what is more important for me than the current turnover is that we aim to double our turnover every year.Contactweb: www.vitra-india.com


Fair News

NeoConDate 15-17 Jun 2015 Venue Chicago, USA Contact web: www.neocon.com

NeoCon is the largest commercial interiors show in North America, taking place at The Merchandise Mart in Chicago since 1969. NeoCon today remains the premier platform for connecting, learning and doing business in the industry. The three-day event attracts nearly 50,000 design professionals and showcases more than 700 leading companies. With over one million square feet of exhibition space, the show launches thousands of new products and covers a spectrum of vertical markets including Workplace, Healthcare, Hospitality, Retail, Education, Public Spaces, and Government. The exhibition is complemented by first-class educational programming featuring over 100 accredited seminars, association forums, special events and keynote presentations that showcase leading industry and business experts.

Ambiente India Date 25th – 27th June 2015Venue New Delhi, IndiaContact www.ambiente-india.in.messefrankfurt.com

Ambiente India will present a wide range of products for the consumer market in India. This is the place to find the latest products and innovations in the living, giving and dining areas of the consumer industry for the next buying season. Ambiente India is also a major player in the high-volume sector. As the most significant platform for consumer goods, it offers a wide spectrum of merchandise in the three product areas – from handmade items to industrially manufactured products. Last year exhibitors from India, Germany, Japan and Sri Lanka showcased a comprehensive range of products, collections and design over the three-day event.Targeting domestic trade visitors, Ambiente India will be held in the nation’s capital from 25th - 27th June 2015 at Pragati Maidan. Here, you can be sure of meeting the biggest companies and the brightest of newcomers.

Masterpiece London Date 25 JUNE - 1 JULY 2015Venue London, U.K.Contact www.masterpiecefair.com

Masterpiece London, the leading international cross-collecting fair for art, antiques and design, will return to The Royal Hospital Chelsea in 2015. Running from 25th June – 1st July with a special preview on 24th June, the fair has become a must-attend event at the heart of the capital’s busy summer art and auction season.Offering for-sale museum-quality works with superb provenance from over 150 leading galleries worldwide; Masterpiece provides a unique opportunity to buy the best pieces available across multiple disciplines in the current market. Showcasing works that span over 3,000 years of art history, from antiquity to the present day, the fair creates an unparalleled event for collectors, and provides something of interest for every visitor.

Design TokyoDate 8th – 10th July, 2015Venue Tokyo, JapanContact www.designtokyo.jp

Design Tokyo is Japan’s leading trade fair for marketable design products. It is an annual event which gathers the latest design products and leading designers from all over the world. It has welcomed key buyers, coming in flocks to find new vendors and see what’s fresh in the design and lifestyle fields. Despite numerous entires for stalls only the products which passed the screening by designers and stylists will be on display. Design Tokyo provides the opportunity to enter the design conscious Japan market. Exhibitors are selected by a Screening Committee, organised by specialists working in the design industryThere are also Concurrent Exhibitions such as Giftex (trade fair for variety-gifts), KIitchenware Expo and Tableware Expo.

Fairs & ExhibitionsDate 26-28 June 2015, Architecture Building Construction Expo & Conferences ChandigarhVenue Chandigarh, IndiaContact web: www.abcexpo.in

ABC Expo is an ideal platform for creators and implementers of new technologies to form profitable alliances and partnerships. The objective is to provide a single platform to discuss pertinent issues vis-à-vis the current industry scenario, exchange ideas, learn lessons from each other and promote actionable strategies to meet construction challenges. The latest offerings and technological advancements in Building & Construction Machinery, Building Materials, Architectural Services Ceramics & Sanitary Ware are on display, Paints & Coatings, Flooring materials, Glass & Glazing, Kitchens & Bath Fittings and Allied Services would be showcased before eminent visitors.

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Co. Profile

In its endeavour to broaden its presence, Featherlite, one of India’s foremost furniture

manufacturing companies, has expanded its presence in the western region with the launch of its new showroom in Lower Parel, in Mumbai. The company has emerged as a trustworthy, reliable partner to offices across the country.

W i t h a s t r o n g b a s e o f direct and franchisee offices in 54 locations across India, the company manufactures a host of different products such as modular workstations, chairs, partitions, conference tables, etc. The company supplies to over 10,000 clients from all over India, and has served the likes of Caterpillar, Mercedes and Cognizant in the past.

In recent times, offices have witnessed a pull towards bringing a b o u t a n a m a l g a m a t i o n o f productivity and creativity; privacy and collaboration in the process of work. As a result, there has been a great demand for furniture that could enable this.

Heeding this demand, Featherlite has developed a range of innovative and comfortable furniture that f ac i l i t a t e s p roduct iv i ty and efficiency in the workplace, while at the same time enabling the employee to manipulate the given environment to effectively suit his or her need.

The workplace should ideally be one where the employee can complete the as s igned work without disturbance, yet also one that does not thwart spontaneous meetings and collaboration, should a colleague drop by to discuss a project. Keeping this in mind,

Tracking Featherlite Featherlite’s recent showroom launch in Mumbai expands the company’s reach in the office furniture segment.Featherlite has produced specialised furniture and workstations to smoothen the process of work.

In introducing varying streams of furniture dedicated to offices, the company is as much versatile as it is eager to please. Its ‘Manager’s Desk’ series, for instance, is touted to facilitate the work processes for those in the position of manager.

T h e d e s k’s s l e e k d e s i g n and f in i sh exudes an a i r o f profess ional i sm while at the same time being welcoming of collaboration and interactivity. For working staff, Featherlite’s ‘Fusion series’ concentrates upon fusing ideas and people together. This series has the advantage of the privacy of a partition system and the openness of a desking system, so that the employee is able to do his work comfortably as well as collaborate with others if so required.

Besides these, the company’s ‘Edge series’ seems to be perfect for furnishing small-scaled businesses and start-up companies, since they can be accommodated in any sort of office space. Designed so that they can be adapted to fit into any environment, this range of furniture allows for portability and can be relocated and reassembled anywhere with much ease.

T h e ‘ Pe r f o r m s e r i e s ’ o f

workstat ions are inspired by contemporary European designs, and are crafted so as to foster interactivity and collaboration. C o m i n g w i t h a g o o d w i r e management system and in a variety of colours, this series aims to facilitate interaction between peop l e and thus , max imi s e productivity. On the other hand, the company’s ‘Neo Series’ caters to promote privacy and productivity in the workplace. Ideal for tasks that are high pressure and involve a lot of paperwork, this series

comprises workstat ions that have a tile base and a modular furniture system.

The range of products, especially those catered to serve offices, come with an assurance of durability and style - they function well and are good to look at. Featherlite’s growing presence in the country and the varied, innovative products it regularly produces makes this furniture manufacturing company one to take note of. Contactwww.featherlitefurniture.com

Collaborate L Workstations aim to facilitate interaction between people and maximise productivity

The ‘Perform series’ of workstations are inspired by contemporary European designs, and are crafted so as to foster interactivity and collaboration Featherlite’s Torso Dual Mesh office chair


Spot Light

The brand ‘Hindware’ from India’s foremost bathroom products company, HSIL

Limited, announced India’s leading film actor Shah Rukh Khan as its brand ambassador.

A trendsetter who makes a style statement with his moves will feature in the Hindware brand’s new 360 degree integrated campaign, rolling out shortly across all media channels. Sharing his views on the brand association, Mr. Sandip Somany, JMD, HSIL Limited said,

Brand Hindware Welcomes King Khan The bathroom and ceramics manufacturer introduces Shah Rukh Khan as its new brand ambassador.

bathrooms. It is the brand’s steadfast approach and revolutionary intent that makes hindware an exciting brand and I am looking forward to our association.”

Bringing in Bollywood flavour, brand Hindware launched a teaser campaign starring Shah Rukh Khan, two days prior to the final airing of the TVC that ran across a range of television channels without revealing the product range. This generated excitement for viewers to watch the ‘movie’ that premiered on Star Plus on June 7th 2015.

The final TVC was unveiled by the anchor during the airing of the dance reality show on Star Plus’s programme, Nach Baliye. The TVC not only gives a new perspective to bathrooms but also showcases an

Shah Rukh Khan will feature in brand Hindware’s new 360 degree integrated campaign, rolling out shortly across all media channels

“Admired by people of all age groups; cutting across territorial borders and communities, Mr. Shah Rukh Khan exudes sophistication and flair.

He embodies the spirit of a hard working individual who rose to prominence by his consistent performances, reinventing himself along the way- a trait which resonates well with the brand Hindware and its unfailing desire for success.”

The modern consumer views the bathroom as a space which reflects the lifestyle choice of its owner. He added, “There could not have been a better influencer than him to connect with them.”

Commenting on this partnership, Mr. Shah Rukh Khan, said, “The awareness that the Hindware brand has is visible in their products, offering contemporary design solutions for

The TVC emphasises how spectacular bathrooms laid out with the ‘Hindware’ Italian Collection can cast a spell on a superstar like Shah Rukh Khan.

Speaking about the innovative launch, Mr. V Krishnamurthy, VP, Marketing, HSIL Ltd. said, “This was our first campaign after signing on SRK and we wanted to ensure the launch of the TVC is conceptualised differently. Working closely with our media agency, Vizeum; we managed to pull off something very different.

I n t h i s i n t e r e s t i n g T V commercial, we have aimed to reinforce the message that the ‘Hindware’ Italian Collection leaves even superstar Shah Rukh Khan awestruck. The bathroom

intriguing story with Shah Rukh Khan being enticed by the Hindware brand’s Italian Collection.

Exhibiting glamour, style and indulgence through its extensive range of products, the Hindware brand has clearly redefined the luxury bath segment. It has endeavoured to make bathrooms a reflection of the lifestyle and personality of its owner.

The shift from a product centric focus to becoming a complete ‘bathroom solutions provider’ is visible and aptly captured in this new TVC which clearly highlights the brand’s vision and approach of revolutionising the bathroom space. It reiterates the commitment the brand imbibes in making bathrooms a reflection of the lifestyle and personality of its owner.

in itself becomes the centre of attraction, mesmerising SRK to find new ways to revel in its beauty and beautiful products.”

Commenting on the execution, S. Yesudas, Managing Director -Indian Subcontinent, Vizeum said, “It took a lot of coordination and effort to pull this through. Without an ever supportive client this would not have been possible. I’m also thankful to the Star TV management for making this happen. ”

Mr.Khan is one of the most decorated actors in the industry. He has won three National Honours including Best Indian Citizen award in 1997, Rajiv Gandhi award for Excellence in 2002 and Padma Shri in 2005.Contactweb: www.hindwarehomes.com The Oros Faucet as showcased in the TVC for the Hindware Italian Collection

The Rain Spa Shower from the Hindware Italian Collection


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Spot Light

I ndia has always been synonymous with colour, vibrancy and beauty. However, over the years, with

rapid urbanisation and modernisation, several cities have turned into ugly, dull concrete jungles. Quaint spaces and city walls that were once beautiful, spotless and lively have become grimy and dull; covered as they are with unattractive advertising graffiti.

Asian Paints endeavoured to breathe life back into Delhi’s cityscape and restore its vibrancy with a dash of colour. Moving in this direction, India’s leading paint company has joined hands with St+art India’s Delhi Festival to beautify the city spaces with art.

The St+art India foundation is a non-profit organization that works with street artists from around the world on art projects in public spaces. Asian Paints is supporting them with paint and administrative support to turn dull and boring walls in to interactive, colourful and vibrant artwork.

Giving Delhi A Dash Of Colour Asian Paints collaborates with the St+art India Delhi Festival to transform dull walls into colourful, vibrant spaces.

“Beautifying spaces with colour is what Asian Paints stands for. We have partnered with consumers in their journey towards creating beautiful homes and now our association with St+art India in beautifying city landscapes is a natural extension of that.” said Mr. Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd.

when speaking on this initiative. “We are delighted to support this initiative and bring positive changes to urban landscapes with a revival of colour, art and beauty on the walls of our capital city. This festival is our way of contributing towards

beautifying dilapidated buildings and urban landscapes with colour and bringing more cheer to the life of the everyday commuter.”

St+art Delhi and Asian Paints have painted various sites across Delhi in collaboration with 12 international and 15 national artists. Several flyovers and underpasses and a few landmark buildings were given a makeover. Some significant work was done on cold storages in

Azadpur Mandi, the walls of Lok Nayak Bhawan in Khan Market and walls of Lodhi Colony as well. The artists’ murals are not only colourful and beautiful, but they also carry social messages such as women’s empowerment, Swachh Bharat Abbhiyan (Clean India Project), etc. in order to connect with the audience. Contactwww.st-artdelhi.org

Asian Paints endeavours to breathe life back into Delhi’s cityscape and restore its vibrancy with a dash of colour

St+art Delhi and Asian Paints have painted various sites across Delhi including on the cold storage in Azadpur Mandi

the inside track june 2015

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