was so challenging that little attention was left for tradition. Tradition, however, has seen a robust come-back for some years now. We see this in many creations that hark back to traditional techniques, crafts or designs. Interest in the future is still very great, on the other hand, if not even greater than before. The part of technology in our industry for example is growing especially quickly. In addition, it seems that companies that manage to link tradition and technology perform better than their counterparts who don't.
How is this manifested at MoOD?
Tradition
Tradition is visible at MoOD in the languid, exclusive productions by exhibitors who reach back for traditional techniques or designs. For example, there is a noticeable trend towards handicrafts, sometimes combined with advanced technological production processes. Hand-woven or hand-embroidered details are popping up in more and more collections and lace, or illustrations of lace, abound. Paisley designs are also regularly resurfacing, in addition to many traditional illustrations from diverse cultures. An old tradition is seeing a resurgence even in the materials, specifically by selecting the highest quality with care and carefully processing them with attention to durability.
Tradition is the central theme at the trend forum too, more specifically in the theme of DamNation. This lays bare a trend in which brands and companies return to their original values and their history. DamNation spurs companies on to opt for colour pallets with historical value.
The trade show figures also show an unsolicited view of where the tradition of MoOD is pointing. Upholstery remains the most strongly represented product range. The companies that are specialised in upholstery are primarily grouped together in the front of Hall 5. They gradually shift to the second strongest group, window coverings, and, in the Patio, the specialists in wall coverings are grouped. Here, too, tradition continues to play a role for MoOD, because at MoOD it is primarily about textile wall coverings.
In Hall 8, finally, "Touch of Class" features the exhibitors with a pronounced focus on the high-end market. Tradition is ubiquitous here. Not only in the use of materials, but certainly also in the designs.
Designs are also in ample supply at our sister fair Indigo, where 103 designers are presenting their newest work to the public.
Future
MoOD supports the future of the industry like no other and so it emphasises technology. The innovation platform in the Patio again offers a strong selection of innovative samples. Some are prototypes, others are already being produced and can be used immediately in interiors. The samples were selected in cooperation with cutting-edge partners. The possibility to interact with the companies that have submitted the samples is new. A large portion of these companies are not physically present at MoOD, after all, but now guests can contact them at the fair and ask questions or even place orders. This creates a sort of digital mini-trade show at MoOD.
The contract market is also sharply focused on the future, due in large part to the fact that the demand for new functionalities in textiles has increased dramatically in recent years. "It is no longer sufficient for a contract fabric to just be fire-proof," we heard from Engelbert Stieger. "Contract fabrics also have to be dirt-repellent as well. UV-resistant, sun-blocking, energy-saving and increasingly noise-insulated." Such contract quality is being employed increasingly in residential environments. In other words, the boundaries are becoming blurred.
MoOD is convinced that textiles can offer solutions in widely diverse domains and that there is great potential to be exploited in the future.
The cooperation with Trevira CS, who is attending with 6 gold and silver members, only serves to underscore this.
For the first time, you will also find a Contract Experts Sample bank near the innovation platform where visitors can browse through the samples submitted for the contract market. They give a reliable picture of the range.
When we talk about the future, we have to talk about yarns, where many innovations are finding their ways to the weaving mill. The exhibitors of MoOD yarns are eager to talk to visitors.
Digital printing, it is ubiquitous!
With new technologies and rapid advances in printing technology, the possibilities are being expanded even farther. "The only limit is imagination" is a statement by Athenea, one of the exhibitors who has embraced the digital production process. MoOD views the emergence of the technology as a new challenge and accordingly is presenting the Digital Village to the public. The 'village' is built around trade show partner HP, who was present for the first time at MoOD last year. You will notice that the digitisation of production is also unavoidable to the high-end companies, by the way. They are also discovering and exploring the boundless possibilities.
MoOD is the ‘plaque tournante'
First and foremost because MoOD is filling the stately historic halls of the expo with a ‘nouveau aménagement' and presenting products for the future here, but also of course because MoOD again has some 160 high-quality exhibitors to present to visitors in a clear and structured trade show plan.
MoOD is also a pivot for visitors looking for knowledge. Knowledge is power, after all. Armed with the knowledge of the right suppliers, knowledge of trends, of the industry and colour. That knowledge is waiting for you at MoOD, with the exhibitors, with the press booths, the designers and of course the trend forum.
But the most important task of MoOD is to be a pivot for the exhibitors. We remain loyal to our unique profile, where each exhibitor owns the creations they offer. MoOD is the place where business can be done face-to-face and especially where the textile professional can discover partners to collaborate on creations. Co-creation is after all the key to the future, because this is how intensive cooperation ties are created that transcend disciplines and broaden perspectives. Co-creation leads more often to unique designs in cooperation with the customer for whom the product is intended. That is why MoOD counts not just the quality of products but definitely also the quality of contacts. And that is what is and continues to make MoOD unique.
Finally, MoOD is also a ‘plaque tournante' - a pivot - because interaction with visitors is being stimulated in this edition. There are two ways this is happening: first of all, there is the possibility for interaction at the innovation platform and, very importantly, the visitors themselves can choose an award for the first time. Blue Drop is being expanded to include the new Blue Drop Visitor's Award to be presented on Thursday afternoon. Every visitor can exert influence by voting for a product from the Blue Drop selection. iPads are provided for this purpose in the Walk of Fame, in Hall 5, where the Blue Drop Awards and labels are presented to the public.
The future is not possible without tradition.
I can only conclude that the future is not possible without tradition, because it is the dynamic between the both that is the key to more sustainable (ecological) enterprise but also to durable, rock-solid companies and, not to forget, to a sustainable industry that still has reason to exist the day after tomorrow.
It is already clear to MoOD, the most exciting developments happen at the nexus of contrast. We hope we have succeeded in this.
Patrick Geysels
General Manager
Brussels, 9 September 2014