Fusion 06 to usher in a new era to the region

The new generation marketing platform from IIR Middle East will in fact be a three-day 'festival', and will entirely refashion the industry in the region with its whole new approach to presentation, visual appeal and a never-before-seen setting. The event is scheduled to take place from September 21 to September 23, 2006 at the Airport Expo Dubai.

Targeted at the 18 to 30 year old style conscious consumer group, the show will stand apart from other events by bringing in new elements including creating brand spaces, fresh feel, exclusivity and surprise.

'Fusion 06 will be a trend-setter for its unique and magnetic attractions because each of the segments will offer buyers and visitors an opportunity to blend with the setting,'

said Adam Taylor, Event Manager, Fusion. It will be a 'hang-out' for the young and trendy, he added.

The various segments that are part of the show are Fashion Shows, Make Over Zone, Fusion Chill Out Lounge, Chic Market Bazaar, Daily Competitions and Model Scouts, and Fusions Freshers Week for UAE University Students.

'These features will give the visitors a sense of belonging and will entice them to actively and spontaneously interact with the environment,' remarked Taylor.

Leading premium European brands have already tried this out successfully. According to 'trendwatch.com', an independent firm that specializes in consumer trends, 'branded cell phone recharge lockers, Silence Booth for telephones, branded vehicles, video game lounges, internet café-style computing booths, virtual concierge, wash bars and interactive galleries etc at the most unlikeliest of the places often encourage visitors to blend naturally with an atmosphere.'

'Fusion 06 will be one such event where novel concepts can be tried out and where there will always be an audience for the most unexpected,' said Taylor.

In fact one such feature at the show will be the Motorola Chill Out Lounge at Fusion. This will be one place where the harried, the thirsty, or simply the exhausted looking to stretch, will find a place. They can relax and listen to soothing sounds mixed by resident DJs, grab a coffee and read through the latest fashion and style magazines.

'The Motorola experience signifies a mix of fashion, functionality, music, and instantly recognizable form factors,' said Mahmoud Sayedhamed, Products Marketing Manager, Motorola Middle East. 'From the global celebrities that use our handsets to our regional affiliation with the most exclusive events, the Motorola Chill Out Lounge at Fusion will highlight how we deliver the seamless mobility that consumers today want,' he continued.

Dubai has already become the rightful abode for a wide range of premium high street international brands in the region. More premium brands are keen to set up shop at the emirate to target the region's growing populace in the 18-30 age group.

'Therefore, businesses which seek to profile their brands with the 20,000 image conscious buyers who are expected at the event, will have no better place and an opportunity than Fusion 06 to showcase their wares,' added Taylor.

In short, Fusion will act as a platform for the exhibitors and participants to capitalise on the consumer expectations who will be looking for something different.

Fusion 06 brings together a complete range of style products including Designer Labels, High Street Brands, Chic Boutique, Club Wear, Street Wear, Shoes, Handbags & Accessories, Evening Wear, Swim & Beach Wear, Casual Wear, Sunglasses and Eyewear, Lingerie, Music Outlets, Hair, Beauty & Cosmetics, Modeling Agencies, Semi Precious & Costume Jewellery, Automobiles & Motorcycles, Fashion Design & Beauty Institutions, Electronics & Gadgets and Boys Toys.

Besides Fusion, IIR's portfolio includes flagship events like Cityscape, Arab Health, PALME (Pro Audio Light Middle East), The Bride Show Dubai & Ambiente Al Bayt Al Arabie.