Moda Line has changed the landscape of Specification. How? By curating “SLAB LAB®”, a space where designers have the freedom to see and feel the slabs, and the amenities to train and educate designers.
“Why gamble with a sample?” advocates Omar Madi, Founder of Moda Line & Creator of SLAB LAB®.
Why leave the fate of surface design to chance? Discerning the emerging needs of the slab market and acknowledging the limitations of submitting catalogues and small pieces of samples in conveying a tangible representation of the final product, Moda Line recognises the current shopping experience as nothing short of a game of luck.
Driven by its passion for innovation, the UAE-based company has set out to rewrite the rules of the market by replacing the above insufficiencies with a fully immersive, hands-on luxury shopping experience.
About Moda Line
Moda Line is a leading supplier and distributor of premium surface materials, including high-thickness slabs ranging from 12 mm to 20 mm Quartz, Terrazzo, and Porcelain from European brands COMPAC and SapienStone. While they began their journey in the market is through kitchen countertops industry, in the years to follow they explored and established a presence beyond the cooking sphere through SLAB LAB® by Moda Line.
What is the SLAB LAB® by Moda Line Experience?
The SLAB LAB® Experience is a first-of-its-kind slab shopping concept worldwide. It is a strategically designed space that better informs the visitors about slabs, their applications, edges, and more. Alongside the product showcase, the building premises also houses three special sections inside its dedicated Training & Education Centre, the Ideas & Edges Section and the Mood Board Section.
Before we dive into these sections, let us trace the origin of SLAB LAB® by Moda Line. The experimental concept was born out of a simple idea: to provide architects and designers with a full-size view of different slabs for them to visualise their designs uncompromised and make an informed decision that aligns with the final look of the project. The ability to touch and compare the different textures and see the details in full resolution can speed-up their decision-making process and instil confidence in the choices they selected.
The SLAB LAB® Experience is a strategically designed space that better informs the visitors about slabs, their applications, edges, and more. Alongside the product showcase, the building premises also houses three special sections inside its dedicated Training & Education Centre, the Ideas & Edges Section and the Mood Board Section. The experimental concept was born out of a simple idea: to provide architects and designers with a full-size view of different slabs for them to visualise their designs uncompromised and make an informed decision that aligns with the final look of the project.
Mood Board and Ideas & Edges Section: Small initiative, Significant impact
In a space behind a signature glass door lies the Training and Education Centre. A wooden high-table jutting out of a wall occupies the centre of the area, as the three walls of the space display slab samples. But why a wooden table in a slab selection facility? “We want clients to create their decisions based on what they see at the SLAB LAB®, and we thought that by putting one of our “Slabs” would make us look partial to any material,” Omar reveals his thoughtfulness.
On one side of the table, the Mood Board section stands. Omar fondly calls this a “Candy Store” for the wide-eyed designers. He has witnessed them deftly pick up samples and place it on their drawings and sections restively – as if at the brink of a ground-breaking discovery. On the other side, the Ideas & Edges section houses several samples of edges that can be done with the materials. These can inspire designers of the large possibilities you can do with these products. Likewise, the Ideas section gives information to designers and clients about the possible areas where these slabs can be used.
Omar says, “While seasoned industry professionals may already be well-versed in the products, educating first-time designers and end-users is crucial to ensure proper care and longevity of our products. At the SLAB LAB, we give designers and end-users valuable information about the materials such as technical details, possible applications, and proper care & maintenance. Visitors leave the SLAB LAB® fully equipped with the knowledge about the slabs, including its preservation.”
The set-up, with one wall each dedicated to SapienStone and COMPAC samples, also makes it an apt venue to host Lunch & Learn sessions to educate their target audience.
In theory, this sounds impeccable. But in reality, how much difference can displaying the slabs in full-size make?
“While seasoned industry professionals may already be well-versed in the products, educating first-time designers and end-users is crucial to ensure proper care and longevity of our products. At the SLAB LAB, we give designers and end-users valuable information about the materials such as technical details, possible applications, and proper care & maintenance. Visitors leave the SLAB LAB® fully equipped with the knowledge about the slabs, including its preservation.“
– Omar Madi, Founder of Moda Line & Creator of SLAB LAB®
Eureka! The SLAB LAB Charm at work
Previously, Moda Line’s reputation was built on its exceptional service quality and long-standing partnership with COMPAC and SapienStone, and strong relationship with a large network of Kitchen Companies. However, SLAB LAB® by Moda Line has become a turning point for the company.
Ice of Genesis Collection from COMPAC is the most expensive quartz slab worldwide. Before, Moda Line only sold 10 slabs of these in a year. However, since opening SLAB LAB®, Ice Black has become Moda Line’s second best seller in the Quartz range. Omar breaks down why, “ By viewing it in full size, the clients understand the design intent behind the creation of the colour and appreciate and recognise its value leading to increased sales.”
“A client came in to select 3-4 slabs for their kitchen countertop. However, after seeing a slab from SapienStone, they were so impressed with the design and quality of the material, that instead of selecting a few kitchen slabs, they ended up buying 375 slabs for their villa.“
– Omar Madi, Founder of Moda Line & Creator of SLAB LAB®
When an interior designer visited SLAB LAB®, he was so amazed by the immersive experience that they ultimately selected Ice Black and Ice White slabs for an office flooring project. This was a moment of pride not just for Moda Line, but also for COMPAC. Afterall, it was a Landmark project that may not have been realised had it not been for the SLAB LAB®.
Omar fondly recalls another pivotal moment attesting to SLAB LAB® ‘s efficacy. He narrates, “A client came in to select 3-4 slabs for their kitchen countertop. However, after seeing a slab from SapienStone, they were so impressed with the design and quality of the material, that instead of selecting a few kitchen slabs, they ended up buying 375 slabs for their villa.”
Idea Reception: COMPAC & SapienStone weigh in
Moda Line’s strategic marketing and service have not gone unnoticed by COMPAC, who awarded them the Best of Brand Essence Award in Las Vegas this year at KBIS (Kitchen and Bath Industry Show). The recognition is well-deserved, given Moda Line’s commitment to providing remarkable branding progress over the years.
Rui Silva, EMEA Continental Manager at COMPAC, believes, “The power of experience is essential in architectural design. Seeing the full size of a slab and its potential applications has made all the difference. When our CEO, Paco Sanchis, first visited the SLAB LAB, he was so impressed by its ability to host and educate people about our products that he referred this model worldwide to other distributors.”
Rui further elaborates, “Our sales team, too, acknowledges SLAB LAB® as a noteworthy example of how to promote high-end products. The SLAB LAB® experience is warm and welcoming, providing a fresh perspective on the possibilities of pairing various products. The hands-on interaction also highlights the lifetime guarantee of sustainability that COMPAC offers.”
“The power of experience is essential in architectural design. Seeing the full size of a slab and its potential applications has made all the difference. When our CEO, Paco Sanchis, first visited the SLAB LAB, he was so impressed by its ability to host and educate people about our products that he referred this model worldwide to other distributors.“
– Rui Silva, EMEA Continental Manager at COMPAC
From the outset, Mohammed Al Kateb, Area Manager at SapienStone, was confident about the SLAB LAB® concept. He believes that SLAB LAB® is the best platform to exhibit the products with sophistication.
“The most noteworthy aspect of the SLAB LAB® by Moda Line experience is how comfortable and confident you can be in inviting people here. The innovative idea of displaying 12 mm porcelain slabs all in one place proved to be a sales booster for us. I love the concept because the professionals and end users coming here are treated with unique and remarkable experience,” shares Mohammed.
“The most noteworthy aspect of the SLAB LAB® by Moda Line experience is how comfortable and confident you can be in inviting people here. The innovative idea of displaying 12 mm porcelain slabs all in one place proved to be a sales booster for us. I love the concept because the professionals and end users coming here are treated with unique and remarkable experience.“
– Mohammed Al Kateb, Area Manager at SapienStone
A Polished Future
SLAB LAB® is geared toward becoming your one-stop shop for all the material needs like stairs, vanity counters, furniture, walls, outdoor kitchen, and more. With a lot of ‘surfaces’ to cover, there can only be more successes in store for Moda Line.
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Date added:
19 September, 2023
