Exploring the Dynamics of DOMOTEX Middle East: An Interview with Sonia Wedell-Castellano, Global Director

Exploring the Dynamics of DOMOTEX Middle East: An Interview with Sonia Wedell-Castellano, Global Director

Welcome to our interview with Sonia Wedell-Castellano, the Global Director of DOMOTEX at Deutsche Messe AG. With DOMOTEX Middle East returning to Dubai, we have the opportunity to gain insights into the rationale behind this decision and what attendees can expect from this prestigious event.

DOMOTEX Middle East is making its comeback to Dubai. Could you kindly provide insight into the rationale behind this decision to return to the region, as well as the selection of Dubai as the show’s location?

Despite global economic challenges, the construction sector in the Middle East and North Africa (MENA) region has not only proved remarkably resilient, but is continuously growing.

These regions were forecasted to be among the best performing regions for construction activity in 2023 and beyond, according to GlobalData’s Global Construction Outlook to 2027 report, which was published in early 2023.

With more and more specific construction projects in Dubai, such as Dubai Creek Harbour and other Emaar projects, in Abu Dhabi on Saadiyat or Yas Island or in the KSA, such as NEOM, THE LINE and GIDORI in the pipeline, the Middle East will continue to be an absolute boom region for all companies involved in building and furnishing for decades to come.

Exploring the Dynamics of DOMOTEX Middle East: An Interview with Sonia Wedell-Castellano, Global Director

This positive outlook has a knock-on effect on related sectors such as real estate, interior design, furnishings and flooring. Therefore, the demand for carpets and floor coverings is constantly growing. The Middle East floor coverings and carpets market is expected to grow at a CAGR of 7.2 percent from US$8.6 billion in 2022 to around US$14.55 billion by 2030.

As the epicenter for business and tourism, Dubai is known for its inclusivity and diversity and as such, presents an ideal setting for DOMOTEX Middle East. With an exceptional business and trade infrastructure, a global aviation hub connecting the world as well as efficient public and private transportation, Dubai guarantees effortless and convenient access to the show for both, exhibitors and visitors alike.

I am very pleased with our determination and courage to provide the industry a highly attractive platform in this fast growing market with its incredibly promising potential.

DOMOTEX Middle East offers the perfect opportunity to gain a comprehensive overview of the market, discover and compare trends and innovations and to engage with other participants, exhibitors and visitors alike. We are looking forward to welcome everyone in Dubai in just a few weeks’ time.

What factors influenced the decision to hold DOMOTEX Middle East at the Dubai World Trade Centre (DWTC), and in what ways does this venue contribute to enriching the exhibition experience for participants?

The DWTC is the perfect venue for DOMOTEX Middle East as we have had good experiences in the past. It is one of the largest venue operators and home to the region’s leading convention and exhibition centre, offering a dynamic calendar of international trade shows with an unrivalled line-up of leading exhibitions and conferences across all industries.

With decades of experience in organising events in the Middle East, DWTC will help us ensure an enjoyable and seamless experience for all attendees of DOMOTEX Middle East.

What can attendees expect regarding exhibitors and product showcases at DOMOTEX Middle East?

DOMOTEX Middle East is the first event to bring together the leading global brands Merinos, Oriental Weavers, Solomon Carpet and Al Abdullatif at a single show in Dubai. The commitment of these leading brands is not only an important gesture for us as organizers, but for the entire industry. Being in Dubai in April is everything!

Visitors can look forward to even more excellent exhibitors such as Farrahi Carpets, Almas Kavir Carpet, Standard Carpets, Abu Dhabi National Carpets, Heritage Carpet, Madhu India, Nirmal International, Extraweave, Dodhia Synthetics Limited, Nayyer Industries, Indian art Gallery, Card Monroe and many more. All of them will be showcasing their top products and latest innovations – including contemporary designs, unique pieces and superb craftsmanship. The show offers an unparalleled variety of flooring products, styles and materials, from handmade and machine-made carpets and rugs to antique carpets and floor coverings.

One of my personal highlights of the show will be presented by Iranian manufacturer Azim Silk Carpet Trading. As well as being an outstanding piece of art and craftsmanship, it’s also the largest carpet ever shown at a DOMOTEX event.

It measures 600 m² and is part of the Tabriz Premium Silk Warp, which consists of four carpets that together form a carpet covering an area of 2,000 m². These carpets have been meticulously handcrafted by 230 weavers over a period of seven years. I’m looking forward to seeing it live in April, as the Tabriz Premium Silk Warp is an excellent example of the outstanding quality of handmade carpets produced in the Middle East.

As a leading international trade fair company, how does Deutsche Messe envision the future of DOMOTEX Middle East? What are the expectations for future editions of the event?

Naturally, we would like to become the leading event for carpets and floor coverings in the Middle East. Our next editions will be even bigger than this year’s. We already have a ton of ideas for special displays and collaborations in mind. For now, though, we’re going to focus on the first show. Never take the second step before you’ve taken the first.

What are the competitive advantages of the DOMOTEX brand compared to other events in the flooring sector?

DOMOTEX is the world’s leading brand of trade fairs for the carpet and floor coverings industry and has been at the forefront of strong, exceptional events since 1989. For us, carpets and floor coverings are not just one of many exhibition areas – as is the case at other events – but the centre of attention. DOMOTEX is entirely dedicated to the flooring industry.

In addition to our many years of experience as organisers and hosts of events for this unique industry, another strength of the DOMOTEX brand is the fantastic team. We are flooring enthusiasts and very passionate about what we do.

We love DOMOTEX and we love the community. I believe whenever we approach potential exhibitors and visitors, they can sense our enthusiasm and trust us to organise and stage great events for them as we share a passion: A passion for carpets and flooring!

Exploring the Dynamics of DOMOTEX Middle East: An Interview with Sonia Wedell-Castellano, Global Director

What are you looking forward to the most at DOMOTEX Middle East?

I am looking forward to the conversations with exhibitors, partners and visitors alike. They are the essence of each DOMOTEX event, the essence of what makes it the home of the entire industry and the reason why we are doing what we are doing.

There is nothing better than the opportunity to engage on a professional and personal level with all of them – and see them all leaving the fairgrounds with a big smile on their faces.

About Sonia Wedell-Castellano, Global Director DOMOTEX

Sonia Wedell-Castellano has been with Deutsche Messe since 2011, where she has served as Sales Director and Global Director of Hannover Messe. In 2018, she took over responsibility for DOMOTEX as Global Director. Before moving to Hannover, the industrial and multi-language specialist was Marketing Manager Europe for the DMG Mori Group, a global manufacturer of machine tools.


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