Istanbul, as a global center of culture, business, and innovation, provides an ideal platform for hosting international-level events. Anastasia Malkina, an event director with 10 years of experience, shares insights on how to organize an Interior and Design Week in Istanbul, why the concept of the largest furniture fair is so appealing to Turks, and what to expect as a result.
This article presents a structured approach to organizing an event with a focus on business objectives and a professional audience.
Defining Strategic Goals
A key step in preparation is clearly defining the goals and concept. The furniture market in Turkey is currently valued at 5-6 billion dollars, with 30-40% of sales concentrated in Istanbul. By 2030, the market is expected to grow to 10 billion dollars. Manufacturers range from small businesses to large factories.
The most important task is to identify the value for participants and define their target audience. Who will be the invited partners? Designers, architects, manufacturers? Afterward, we select the themes to be reflected in the program. For partners, it’s crucial to articulate the business goals of the event, such as increasing sales, PR impact, or attracting investors.
Anastasia Malkina recommends the following locations in Istanbul for hosting the exhibition:
“Istanbul Congress Center, CNR Expo – great venues for large-scale events. Exclusive events can be held in Dolmabahçe or Çırağan. For panel discussions between speakers, the Zorlu Performing Arts Center is a good fit. Another essential ‘highlight’ would be networking and a follow-up dinner for partners at Bosphorus waterfront restaurants. Such a route takes logistics into account.”
Attracting Partners and Program
The main task in creating a successful event is not only providing companies with the opportunity to showcase their products and services but also finding sustainable sources of funding to scale the idea and expand the advertising campaign.
A list of potential partners must be compiled: furniture factories, construction companies, design bureaus, IT solution providers for businesses. Each should receive a tailored proposal. Negotiations with key market players should begin at least 8-12 months before the event due to bureaucracy and decision-making complexity.
Partners may be offered branding opportunities, but top managers and sponsors should also participate in panel discussions.
It is crucial to offer a comprehensive program. Anastasia Malkina shares her version:
- Day 1: Official opening and presentation of key industry trends.
• Day 2: Panel discussions featuring industry leaders.
• Day 3: Masterclasses on innovative design technologies.
• Day 4: B2B meetings between manufacturers and distributors.
• Day 5: Award ceremony for the best projects.
Special attention should be given to creating networking opportunities — organize designated areas for business communication or evening events in an informal setting.
Bloggers and Influencers Participation
To elevate the status of the event, participation from well-known professionals is essential. These can include prominent figures in design and architecture as well as local experts.
Anastasia’s recommendations:
“Unexpected names might work too. For instance, Serkan Bolat – a very popular actor not directly related to furniture and design, but famous for playing an architect. Such an influencer could become the face of the entire advertising campaign!”
Criteria for Choosing Influencers:
- Experts in the field, innovators, and heroes
- Top managers and representatives of leading companies, manufacturers
- Industry bloggers
- Large stars and popular bloggers for broad audience reach
- Social figures and opinion leaders for affluent guests
Effective Promotion
Using only bloggers is insufficient. Anastasia Malkina advises utilizing both traditional channels (magazines, TV) and digital tools (social media, email marketing).
Example of a well-executed advertising campaign:
- Creating an official event website with easy navigation
- Active use of social media (Instagram, LinkedIn) to promote the program
- Press releases published in industry publications
- Collaboration with influencers in the design field.
Special attention should also be given to working with international media to attract guests from other countries.
Risk Management
Organizing a large-scale event is always associated with reputational risks that can negatively impact the image of the company or the event itself. Such risks may arise due to technical failures, participant dissatisfaction, conflicts with partners, or negative media coverage. To minimize these threats, it is essential to develop a risk management strategy in advance and establish a dedicated team.
This team, or “task force,” should include PR specialists, crisis management experts, technical professionals, legal advisors, and security specialists. Each team member is responsible for their specific area, while the leader coordinates their efforts. During the preparation phase, it is crucial to conduct a risk analysis (e.g., SWOT analysis) to identify vulnerabilities and create action plans to mitigate them.
During the event, continuous monitoring of the situation is key: tracking participant feedback, mentions on social media, and media publications. This enables prompt responses to potential issues. In case of a crisis situation, it is important to act transparently and honestly, offering solutions and maintaining an open dialogue with the audience.
After the event concludes, an analysis of the team’s performance should be conducted: identifying problems that arose, how they were resolved, and what can be improved in the future. For instance, if a technical failure occurred, it is important not only to fix it but also to apologize to participants.
Thus, managing reputational risks requires thorough preparation, effective teamwork, and transparent communication. This approach helps minimize threats and strengthens trust in the brand.
What are the common mistakes?
Anastasia advises paying attention to the event organization structure. Many large events are poorly organized, not only in Turkey but also in Europe and America.
For resource support, specialized project management platforms (such as Trello or Asana) are ideal. An experienced manager should handle the registration system — online, offline — and coordinate all contractors and technical specialists. Ensuring security at the venue is crucial — police and medical staff should be available. Don’t forget to provide relaxation zones, food for participants, and Wi-Fi access at all locations.
Implementing analytics systems can optimize even the most complex events. For instance, open data collection can be used for client analysis. Surveys or online polls for participants, along with key performance indicators analysis, are recommended. It is essential to assess not only superficial metrics but also delve into details.
Anastasia Malkina emphasizes the importance of focusing on both B2C and B2B segments:
“Any event is perceived not only as an opportunity to gather people but also as a business platform. I always try to estimate the volume of deals made by partners. For this, I request information from participants.”
The final result — PR research, media mentions, campaign reach, and tone.
By following all these steps, any event can be organized effectively!
