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Office Interiors launch postponed to 2014
posted on: 17/9/2012 11:33:31
Diversified Business Communications has delayed the launch of its first Office Interiors show in response to changing market conditions.
The trade event was due to run as a standalone show on 13-14 February 2013 at the Brompton Hall at Earls Court. It had originally been planned as a co-located event with the organiser’s Office show at Olympia in September, but was quickly repositioned as a dedicated event in a timeslot deemed more suitable to the market
According to a statement posted on the show’s website, the decision to hold back until 2014 reflected demand from the industry for more lead time to create an event suited to their needs. Office Interiors is aimed at the full supply chain including specifiers, buyers, facility and office managers, designers and architects looking to meet with office equipment manufacturers and suppliers.
Diversified MD Carsten Holm told EN the decision to postpone the show came as a result of Media 10’s acquisition of 100% Design this year and the introduction of an office component to that show.
“When we launched Office Interiors, we had no idea of Media 10’s acquisition or plans and at that time, 100% was in no way connected to the office interiors market,” he explained.
“Office interiors became a cornerstone of that new-look show. I took the view that we were coming from a situation where the UK market had not had great office shows for several years and we’d had a fantastic response to the concept. But if we went with half the market and Media 10 went with the other half, the industry would be split and no one would thank us for that.
“You need to take a longer view of things and how people think of Diversified is absolutely everything.
“I don’t want to go out and launch something when I’m not 100 per cent sure we’ll deliver the entire audience our exhibitors want to see. A split was already emerging, even though we’re trying to do very different things.”
For example, Diversified’s proposition is aimed at management, facilities managers, deciders and purchasers of office furniture. In contrast, Holm saw 100% as focused on the design community.
“You need to get to the people who own the office buildings and who are running the companies, and that is what our show is about,” he added.
“A lot of people have thanked us for doing what we’ve done [postponing]. We’ll wait a year and those people will come with us when we decide where Office Interiors is heading.”
VisitBritain is set to resume responsibility for international business events promotion as part of the recommendations emerging from the government’s Triennial Review of VisitBritian and VisitEngland.