Every international exhibition is a milestone, but some moments mark a significant homecoming. Following the successful European debut of our new brand identity at ORGATEC 2022, the 2023 Istanbul Furniture Fair (IFF) represented a pivotal moment for Marwood. It was here, in our home city of Istanbul, that we proudly presented our transformed vision and reimagined collection to our local partners and a new global audience. More than just a showcase, it was a landmark event that brought our new era home.
A Global Crossroads for a New Collection
Following our brand’s comprehensive transformation, IFF 2023 served as the perfect stage to launch our new portfolio. The fair provided a dynamic platform to connect with a diverse and international group of industry leaders. We had the pleasure of hosting visitors from the Gulf Cooperation Council (GCC) and across Europe, alongside engaging with over 100 of our valued dealers from Turkey. This powerful combination of local strength and global reach affirmed our new direction and the universal appeal of our human-centric design philosophy.
Design Inspiration: From Ancient Mosaics to Modern Materials
A brand’s vision is often best expressed through its environment, and our stand at IFF 2023 was a testament to this belief. A standout feature that captured the imagination of our visitors was the unique flooring. Drawing inspiration from our home in Gaziantep, a city with deep Mesopotamian roots, we adapted the intricate textures of the world-renowned Gaziantep Mosaic Museum into our ground design. This created a stunning visual effect, proudly representing our Mesopotamian heritage as the floor itself told a story of history, art, and timeless design.
This attention to detail was complemented by the very aspect that excites our creative partners the most: our vastly expanded material network. We were delighted to hear from countless architects and designers who were impressed by the breadth of our new material selection, offering them unparalleled creative freedom.
A New Generation of Workspace Solutions
At the heart of our presence were, of course, the products themselves. IFF 2023 was the official debut for a host of innovative designs. We proudly unveiled solutions like the versatile Gowall system and the modular Cage system. New seating elements, the Mitte series, and the elegant Denis table were also launched for the first time.
Among the highlights that drew significant attention were our modular seating series Medy, the adaptable Cage system, and the sophisticated Morn collection. We also showcased our focus on addressing the evolving needs of the modern office, such as the demand for secure personal storage. Our Layer modular cabinet system, featuring high-security locking mechanisms from our partner Burg, demonstrated our commitment to integrating best-in-class technology to solve practical workplace challenges.
The Birth of a True Project Partnership
Perhaps the most significant story to emerge from IFF 2023 was the beginning of our landmark collaboration with Linktera. Our initial discussions for this pioneering project began right on the exhibition floor. This was not just a sales meeting; it was the first step in a true Project Partnership, a journey that would see us develop a unique product from the very first sketch to the final installation. This collaboration perfectly embodies our philosophy of working hand-in-hand with our clients to co-create bespoke solutions that meet their specific needs.
Looking Forward
Our participation in the Istanbul Furniture Fair 2023 was a resounding success. It was a platform to not only launch a new collection but to introduce the world to the new Marwood: a brand rooted in a rich history of manufacturing but relentlessly focused on the future of work. From our sustainability initiatives, like powering our facilities with 100% solar energy, to forging deep project partnerships, we are building more than just furniture; we are crafting the environments where tomorrow’s great ideas will be born.
