Schattdecor Presents Design Trends 2018 in India Schattdecor AG, German based one of the world’s leading paper printer organised interactive presentation programmes at different cities in India before the industry representatives to introduce design trends for the year 2018. The presentations for design trends 2018 were given by Ms. Claudia Kuechen, Executive Creative Director Design, Marketing & Communications, Schattdecor AG at Ahmedabad, Bangalore and New Delhi on November 15th, 16th, 17th, 2017 respectively. During the presentations Mr. Sebastian Hunathey, Export Manager at Schattdecor along with the company’s India representative Mr. Jinesh Shah were present who welcomed the august gathering.
At Ahmedabad presentation over 50 industry representatives including from Olympic, Rushil, Airolam, Rangoli; at Bengaluru over 70 such as from Merino, Associate, Damro Exports, OEM- Urban Ladder, Livspace and in New Delhi over 50 people including from Merino, Greenply, Aica, Formica, NBCC etc were present.
The presentation at New Delhi started by Ms Claudia Kuechen after being introduced by Mr. Jinesh Shah as Ms. Kuechen has built a global designer team from Russia, China, Italy and Brazil. She is a well known personality in Design for wood working industry in Europe, and also teaches design at University of Poland. Now she has come up with a global research of design trends and presented the design themes.
Talking about the new trends first she shared about some of the key factors which are going to impact life in future. It was divided into four categories such as micro housing, smart homes, community zone and ageless living. She elaborated all the categories with her impressive power point presentations. Talking about Micro Housing she talked about multifunctional space saving trends and presented Kitami – a new generation of wood grains which is a natural looking design.
Besides, she also talked about Puzzle, Borodino Ash, etc for this category uses. For Smart Home category she talked about their innovation of Madalena which is a mix of stone and wood printing that is something they can offer today. They are also able to change its whole colour concept. She also talked about Bistro Oak, Harmony Oak Mix Plank for flooring and Jackson Hickory which is a created trend.
For Community Zone which requires natural, versatile living spaces instead of traditional floor plan with a master bed room, children room and central living room. For which they introduced Wasabi a stone finish texture possible to be printed in 5x5 meter or even more size for engineers and interior designers. And in the category of Ageless Living which demographic change saying goodbye to aging and living with the idea of growing old in their comfort zone. For their trendy life style and being not so fashionable she presented several designs in Oak and Walnut like Palazzo Walnut, Plateau Apple, Santana Oak etc. These are the trends she observed for the next season. She also requested the august gathering present during the presentation to connect with Schattdecor on various social media platforms and exchange idea for the change according to their interests. They are always ready to develop new concept and designs for the betterment.
Besides, they also presented three new products for flooring, furniture and interior such as Proflex 3D, Decolay Real and Smartfoil Mat+ respectively. Proflex 3D is having multi layer top coat for which they use integrated decor paper technology and give a perfect finish.Decolay Real is a product to be used for furniture. The process of creating Decolay Real is to print- Impregnate-Finish. There are lot of development has been done in this regards for obtaining a perfect solution of the age. Its synchronous optical effect is in trend. And last but not the least Smartfoil Mat+ for furniture and interior applications prepared on finish foil even in black colour finger print does not registered on it. With this expertise they are able to print different papers for different needs. To present a chemical free solution she uses these technologies and gives an environmental friendly solution against vinyl flooring, furniture solutions for healthy environment and healthy home.
Talking with The Ply Reporter Ms. Claudia Kuechen shared the objective of the Schattdecor Design Trend 2018 presentations made in various cities in India is to convey that as a global company they have developed a global concept and want to give their customers orientation about new arrivals and new trends. She said, “There are so many trends in the world. We are talking a lot about
globalisations so we see our responsibility and analyse global trends and giving them to our customers and to inform them, to consult them and to support them with our ideas. We know that every market has some preferences and cultural backgrounds. We also can make this colour wise but we also deliver general information about trends and lifestyles. We would like to discus that. It is not only that I educate and teach but also want to know about needs therefore we are here.”
Talking about the target group to exchange information with, she said, “With the whole industry we want to exchange information. We know that indirect customers also take a huge influenceon the industry so we are across speaking to our direct customers because we sell them and they sell it to their customers, but the indirect customers are getting more and more important. They know that what is needed to end consumers. Therefore we talk to the whole industry and this is important.”
She further said, “I am really impressed with India market that my impressions are developing and also growing. We see lot of similarities and lot of key factors that influence the people living in the future.But, when we talk about the differences from other countries I have to say that this is the huge diversity that we see in India. In the North to the South people have different needs, cultures and preferences. We always say India is colourful, it means not only the colours but also mean the diversity. So we need a huge diversity also in decors in India. In other markets we may work with several amounts of decors and less amount of decors, but India needs a bigger amount of decors due to larger diversifications.”
She also talked about the trend world over and expressed that it is medium colours which is much in trend, but different life styles need different colours also. “Yes we have range of dark colours but the medium colours are more important. Very naturally warm colours, gold brown colours, typical from Oaks are much in acceptance,” she revealed. Suggesting Indian manufacturers, she said, “I know that India needs variations but on the other side I would recommend to structure debate and cluster debate more. So, also through cluster designs in trend themes and also to communicate trend themes in India I would recommend that. To show the way how architects and designers can use decors of applications, wondering and examples would help really well, so the end consumers can make decisions.”
On the importance of digital design trends in India she said digital process is very important in India. “But, it doesn’t mean that we can offer every customise solutions. We as a company that needs industrial solutions, industrial scales, amounts, its thinking in quantity to realise also price wise to make official solutions. So, use digital printing to realise individual designs, customise solutions but also in industrial scales and amounts. The rotogravure printing is really fantastic process which we use also to deliver best product for the Indian market. So use digital printing for diversity and individualisation in Indian market but also at industrial scale what I have to mention because Schattdecor is biggest decor paper printer in the world which think in amount,” she clarified.
“I think China and India are the most important markets for Schattdecor. China is growing with fantastic development since last couple of years. In line to this Schattdecor is focusing India market and is improving a lot for the future,” she elaborated.