HÅG, Scandinavia's leading brand within the development, design and manufacturing of seating solutions for private and public office environments, has targeted The World Future Energy Summit (18th-21st January 2010) in Abu Dhabi to unveil HÅG Futu, its new environmentally responsible task chair, to the Middle East.
The launch is the first phase of an on-going programme of market activities by Scandinavian Business Seating, the owners of the HÅG brand, which will ultimately see the company establish a permanent presence in the UAE with series of strategic partnerships across the region.
In a joint announcement Scandinavian Business Seating confirmed that it had secured a regional partnership agreement for its HÅG range with Abu Dhabi based interiors specialist Twenty1 Middle East LLC. This would offer a high-end one stop shopping solution in the emirate. The company also confirmed that it is building strategic alliances with several other potential partners across the wider UAE and GCC that would ultimately create a Middle East wide distribution network.
The HÅG Futu task chair is an environmental statement developed around a “cradle to cradle” ideology that ensures its “whole-of-life” cycle impact on the environment is minimised. Each HÅG Futu is constructed with up to 50% recycled materials and with the recycling capacity of 97% at end of use - making it the global leader in its field. At WFES 2010, delegates will have the opportunity to experience the environment-friendly HÅG Futu task chair first-hand and to learn more about its environmental and ergonomic benefits.
Morten Westberg, Business Development Director of Scandinavian Business Seating, the company behind HÅG, said;
“HÅG's involvement at The World Future Energy Summit is both timely and appropriate, even if at first glance it may seem out of context. Abu Dhabi’s determination to lead the world in meeting global energy challenges resonates strongly with our own ‘environmentally determined’ philosophy. We feel Abu Dhabi is the right place to introduce our brand and grow our business.”
“With an increasing awareness of the broader environmental and sustainability challenge facing corporate and government communities, attending delegates are naturally pre-disposed of the need to seek sustainable solutions. When delegates return to their places of work, they will all need somewhere to sit comfortable in the knowledge that their choice of chair meets the highest sustainability standards. HÅG provides that solution. We are environmentally determined to make the world a better place to sit.”
With a pure focus on using renewable energy and minimising the use of natural resources in the production by consciously choosing sustainable materials, HÅG reduces the carbon footprint and highlights the “cradle to cradle” thinking as an essential component in the chair’s design philosophy. The manufacturing process neither uses chromium-plating or glue, both highly environmentally harmful substances used in the production of other brands of seating available in the market place. Indeed, only seven materials have been selected to create HÅG Futu – one of the key reasons why it is easy to recycle at end-of-life.
Scandinavian Business Seating will be showcasing the HÅG Futu task chair at The World Future Energy Summit, between the 18th and 21st January 2010, at the Abu Dhabi National Exhibitions Centre. For more information, visit www.hag-global.com.
