It was early
2018 when Organisation in Design set out to enter a completely new market for
the first time [the Middle East] and connect with design professionals in that
region. How were they going to do it? Who were the right people to connect
with?
There were 2
main challenges Margriet Vollenberg, Founder and Director of Organisation in
Design, found herself facing. The first of which being that the Middle East
represented a brand new culture Organisation in Design was not familiar with.
As is the
case with entering any market for the first time, Organisation in Design wanted
to understand what trading platforms were available? What are the regulations
surrounding each trading platform? What’s the best way to generate leads and
maximise sales in the region?
The second
challenge facing the organisation was that most of their exhibitors had never
traded in the Middle East before. They didn't have any existing business
relationships or agency agreements in the region. Nor did they have any brand
awareness. They were starting from scratch.
Founded in
2005, Organisation in Design is a PR and event studio with offices in The
Netherlands and Italy. Under the name Ventura Projects, they curate international
contemporary design exhibitions focused on quality and concept. The company is
the brain child of Margriet Vollenberg who’s ethos is, ‘’design makes the world a better place and designers are an important
part of this positive change.’’
After
evaluating a number of different options, Margriet decided to launch Ventura
Projects in Dubai and selected the INDEX exhibition (the region’s largest and
longest standing exhibition dedicated to all things interior design) as the
platform to do it.
Given that
INDEX was Organisation in Design’s first entry point into the Middle East
market, the INDEX team started by providing them with information about the
region upfront. This included reports on economic performance, relevant
industry insight directly from prominent regional design buyers and project
updates.
Through this
close collaboration, Organisation in Design were able to learn a lot about the
region’s design culture before arriving at the exhibition. The 43 exhibitors
who took part in Ventura Dubai met over 100 different design buyers and were
very happy with the quality of the new connections they made.
Due to the
success of their participation, Organisation in Dubai has announced their
collaboration will be continued in 2019 with the second edition of Ventura
Dubai at INDEX and they have decided not to participate in any other design
exhibitions in the Middle East outside of INDEX in 2019.
‘’The INDEX
team took care of everything. Due to this perfect organisation, the exhibitors
were able to dedicate their time to building as many new contacts and key
relationships as possible,’’ said Margriet. She went on to say, ‘’we were very
happy with how everything turned out. INDEX showed us that it’s possible to
enter a new market successfully if you work closely together and rely on each
other’s expertise.’’
END
For more
information, quotes and interview requests email pr@indexexhibition.com
About INDEX
INDEX is the
largest and longest running collection of interior, design and trend
exhibitions in the Middle East and North Africa. Established in 1990, INDEX is
organised by dmg events Middle East, Asia and Africa: www.indexexhibition.com.
The 2018
exhibition hosted 27,448 visitors from 91 countries, 566 exhibitors from 50
countries and 23 country pavilions across 6 key design sectors which took up
38,887 gross square metres at the Dubai World Trade Centre.
In 2019, 7
of the region’s most influential design and hospitality focused exhibitions
(including INDEX!) will come together for 3 days in Dubai to create The Middle
East Design & Hospitality Week - which will take place from 17 - 19
September 2019 at Dubai World Trade Centre.
About dmg
events
dmg events
is a leading organiser of face-to-face events and a publisher of trade
magazines.
We aim to
keep businesses informed and connect them with relevant communities to create
vibrant marketplaces and to accelerate their business across multiple
platforms.
dmg events
organises more than 80 events across 25 countries, attracting over 425,000
attendees and delegates every year. The company’s portfolio of products
includes many industry leading events such as The Big 5 construction shows,
ADIPEC and Gastech energy events.
Founded in
1989, the company is headquartered in Dubai, UAE, and is a wholly-owned
subsidiary of the Daily Mail and General Trust plc (DMGT, www.dmgt.com), one of the largest media companies in the
United Kingdom.
About DMGT
Daily Mail
and General Trust plc (DMGT), an international portfolio of information, media
and events businesses listed on the London Stock Exchange.
DMGT manages a diverse, multinational portfolio of companies,
with total revenues of around £1.5bn, that
provide businesses and consumers with
compelling information, analysis, insight, events, news and entertainment.
DMGT is also a founding investor and the largest
shareholder of Euromoney Institutional Investor PLC and ZPG
PLC.