It’s good to talk: The importance of quality industry events
By way of introduction, Dow Corning is a global leader in silicones, silicon-based technology and innovation, and will be sponsoring the High Performance Facades workshop at WAD13. But more of that later…
First, we spoke to Marie Elliott, Dow Corning’s regional marketing leader to find out how she first met Michael Hammond, Editor-in-Chief of World Architecture News and creator of WAD, and why Dow Corning decided to become a sponsor.
Says Marie: “I first met Michael at WAD12 towards the end of last year, and it was there that we arranged to meet again at BAU 2013 last January to talk further about ways we could work together. Dow Corning hadn’t exhibited at BAU for about eight years, so when I attended this year’s show, it was the first time I had done so.”
We asked what her impressions of BAU were. “It’s the biggest and most professional industry fair I’ve been to so far. We were all impressed with how BAU had moved forwards to become such a prestige event since we last exhibited some time ago.
“From the point of view of the calibre of the other exhibitors, the sheer size of the event, BAU is the one that people try to get along to because the quality is magnificent. It also has a very strong international pull - it’s a very good place to network.”
Dow Corning attended BAU 2013 not so much to sell - although it did gain new business - but to promote awareness of new innovations, such as in insulation, that it is currently working on. Marie explains: “By being there, we were looking to develop our engagement with architects, specifiers, design teams and engineers.”
Clearly this exchange of new ideas is very much a two-way street - not only benefiting suppliers wanting to get the word out there, but also the visitors who go away with a host of new possibilities to play with. Marie agrees that it’s important for architects, designers and consultants to attend shows like BAU for this very reason. “I didn’t speak to anyone there who felt they had left the show without gaining something.”
Getting back to her meeting with Michael at BAU to discuss WAD13, Marie continues: “Having spoken with Michael, we agreed to get involved with WAD13, not just to showcase what we do, but to share ideas, discuss trends, talk about where the industry is going next, and build deeper relationships.”
As we touched on earlier, Dow Corning is sponsoring the High Performance Facades workshop on 8 October, which is being hosted by Skidmore, Owings & Merrill (SOM). The session aims to 'take a practical and an aspirational look at high performance facades, considering both the current state and usage of high-performance systems and what is in store for the next 10-20 years'.
WAD13 takes place 6-8 October 2013 in New York. BAU 2015 will take place in Munich 19-14 January.