Using several modes of digital engagement, Reynaers Middle East will enable visitors to experience its innovative products at its stand at the Windows Doors and Facades Event (WDF) in Dubai, UAE, this month (September 24-26). Chief among them will be the HTC Vive Virtual Reality system.

The exhibition, at which Reynaers Middle East is an event sponsor, is being staged at the Dubai World Trade Centre.

According to Ali Khalaf, managing director of the regional office of the European aluminum systems provider Reynaers, specific building information models (BIM) will be connected to the system, which will allow users to move in a 3D space and use motion-tracked hand-held controllers to interact with the environment, thus allowing them to experience the system in depth.

Khalaf ... brand focus

Additionally, he said, the ‘World of Reynaers’ will feature Reynaers products displayed in a 3D model viewed on touch screens, allowing users to see various products in different frames and colours.

With regards to products, some new variants of the MasterLine 8 series will be on display, including the MasterLine 8 pivot and panel door series. Launched in 2016, the MasterLine 8 series was very well received in the Middle East market, he said.

Khalaf said the new MasterLine 8 pivot doors for residential use is a new, state-of-the-art solution for entrance doors of residences; they are modern, flexible and competitively priced.

“The new pivot doors meet modern requirements such as high insulation, burglar-proof rating of RC2, best air-tightness Class 4, and water-tightness Class 4A (150Pa),” he continued. “In addition, the doors offer the freedom to express personal design and the possibility to integrate a door closer, keyless access, etc.”

Khalaf said MasterLine 8 allows fabricators to source their own panels for maximum design freedom even though Reynaers provides the base profiles and production instructions.

Furthermore, Reynaers’ stand will feature several of its popular systems including the highly specialised CW 86 MF (curtain-wall series), an insulated and aesthetic curtain-wall system that complies with all requirements for large building projects.

Khalaf explained: “For these building projects, execution speed is very important. CW 86 offers a special solution, where elements can be pre-assembled in the workshop. On site, the façade can be built up element by element according to the modular curtain-wall principle (CW 86-MF).”

Other systems on display will include Reynaers’ sliding door series such as the luxurious Hi Finity and the CP 155, and the folding door series (CF 77).

“All in all, it should be an enriching experience for our visitors who aim to maximise their time and learn about specific offerings of Reynaers Aluminium that meet their needs,” said Khalaf.

Reynaers aims to gain visibility and community engagement at major trade fairs, he said, and the WDF platform enables the company to position its brand with its target audiences and engage with various stakeholders where networking is still key to forming long-term business relations.

He said the social aspect of conducting business is crucial in today’s digital age. “While we make rapid progress in digitalising our service levels, our response speed, and our go-to market models, face-to-face interaction is increasingly becoming important,” he added.

And this, Khalaf said, is evident in the latest marketing trends, where while the social media content is crucial to any business, the one-off meetings and yearly summits bring about the necessary customer engagement and feedback – an aspect that faces the risk of being lost if all value is placed on the digital space.

Khalaf takes pride in his people whom he describes as an outstanding feature of Reynaers. While most aspects of businesses are standard, the quality of the staff of any company is unique, he points out.  “We are proud of our people, their commitment, professionalism and dedication to own the business and its repute. This applies not only to our staff, who predominately are locals, but also to all our partners who endorse Reynaers’ values of respect, loyalty, excellence and innovation.’

For Belgium-headquartered Reynaers, the Middle East is important.

Reynaers Aluminium is a leading European specialist that manufactures and markets innovative and sustainable aluminium solutions for windows, doors, curtain-walls, sliding systems, sun-screening and conservatories.

It is part of the Reynaers Group, which enfolds its several diverse companies in three business units, namely aluminium architectural solutions, steel architectural solutions and building products.

Founded in 1965, the Reynaers Group is active in more than 70 countries worldwide with 40 subsidiaries, 2,200 employees.

Reynaers Middle East, headquartered in Bahrain since 2004, caters to the entire GCC region in addition to Jordan, Lebanon, Egypt and Iraq. It also has branch offices in UAE and Egypt.

This year Reynaers Middle East is celebrating its 15th anniversary in the region and is currently looking forward to the official opening of its warehouse in Bahrain. The company has this year opened a branch office in Jordan while revamping its Egypt office operations.

Additionally, it has started supplying to the lucrative Iraqi market.

“With so much on our plate, I would say the pipeline has a lot to offer in the next few years,” said Khalaf.

He said Reynaers is a market leader in international quality aluminium systems. “Our vision is to strengthen the Reynaers brand as a market leader in the Middle East, where we have already achieved this position in some countries and strive to achieve it in others,” concludes Khalaf.