The Persuasive Power of Touch: On Our Sector's Sense

Every sector has a dominant sense. Perfume has the nose, music the ear, fabric the palm… Ours, our founder sums up in a single word: touch. A colleague walks up to the stand, taps the panel with a finger, leans a shoulder into the door, picks up the motor and weighs it in his hand. Only then does the conversation begin.

The fair that moved onto a screen

We saw this most clearly during the pandemic. That year the sector’s great triennial fair was moved onto screens, and we were there with our digital stand. Technically everything was in place — the catalogue downloaded, the video played, the meetings connected. The one thing missing turned out to be the fair’s real language: the tap-tap. The sound of the panel did not travel through the screen; neither did the weight of the motor, the play of the hinge, the texture of the sheet. The fair ended, and we were left with a lesson: in this sector the screen explains, the hand persuades.

What the hand knows, the table doesn’t

There is nothing mystical about this; it is a plainly technical fact. The data sheet states the product’s design values — the hand asks a different question: have these values truly worked their way into this body? An installer of many years reads something from the way a door rocks under his push, from turning a remote over in his palm; that reading is a layer of information no PDF can deliver. We trust that reading — because our products carry nothing that would make us fear being handled. A product that avoids being touched is really avoiding a question.

Places to touch

That is why physical meetings sit at the centre of our calendar. Our fairs page records where we have built stands and which fairs we have walked as visitors; when we do build a stand, what matters most to us is that the products stand within arm’s reach, not behind a barrier. Beyond the fairs, our door is open to colleagues: dealers and industry friends who come to our Hendek factory and İstanbul office see the products running and try them with their own hands. And the most valuable touch of all happens at the bench: it is also the first step of the one hour of effort we ask for before judging any new product — open the box, take the product in your hand, get acquainted.

Our digital tools exist not to replace these meetings but to fill the gaps between them: diagrams, videos, remote support. When the moment of decision arrives, the order never changes — first the eye, then the hand, and last the signature. That is why we tell every colleague who reaches us the same thing: come and touch. The product speaks for itself; we only pour the tea.