Interlift 2025, one of the world's largest elevator technology gatherings, opened the doors to a paradigm shift in the industry. Genemek, the Turkish brand that stood out at the fair, has become a player that seems to have anticipated the direction of this transformation with both its new product series and global market analyses.

Industry representatives observed that quality and focused interest now take precedence over quantity at the fair. According to assessments from Genemek's Russian operations, Interlift 2025 was noted as a fair for targeted professionals rather than mass crowds. This indicates that fairs are beginning to transform into centers of image, design, and innovation.

New product series: Triple launch with VIORA, AIRA, and MARU

Genemek attracted attention at the fair with three new series. Two of these are ready for sale, while one was presented as a prototype.

- VIORA – The era of full integration

Standing out with its frameless design, VIORA attracted the attention of companies looking to renovate without disrupting the existing elevator lobby design. The panel's ability to adapt to architecture brought the brand to the attention of European designers.

- AIRA – Premium segment with material quality

The AIRA series combines classic design lines with modern details through the use of entirely metal materials. This series, which does not use plastic, has received high praise, particularly from architectural firms in Italy and Spain. Bulk orders from major players in Russia indicate the series' rapid entry into the market.

- MARU – “The Ingot of the future”

MARU, still in the prototype stage, was one of the most popular products at the fair. Targeting the premium segment with its single-piece metal body and heavy, “ingot-like” feel, the series created a strong brand impact even before going into production.

Global market analysis: Russia is divided, while Germany prioritizes practicality

According to Genemek's field analysis:

The Russian market shows a bipolar structure:

- A segment focused on speed and functionality under FKF programs

- A commercial segment with high expectations for design and prestige

Germany shows a structure that prioritizes functionality. Despite the existence of design-focused products, practicality and longevity criteria prevail throughout the country.

Turkey is oriented towards exports due to increasing competition and the number of companies. The saturation of the domestic market is causing companies to seek a place for themselves in a wide geography from the Middle East to Europe.

China is improving quality while maintaining price levels. This means new global competitive pressure for all manufacturers.

Russia's 2026 route: Diversity, personalization, and new materials

The focus of Genemek's plans for Russia in 2026 will be product diversity, flexibility for special design requests, and increased use of new materials.

The interest in the AIRA series, especially in commercial projects, is accelerating the company's growth in the decorative-aesthetic segment.

In addition, smart screens, personalized interfaces, and special architectural solutions are among the cornerstones of the company's future vision.

New target Milan: Ambitious presentation at GEE 2025

Following Interlift, the brand is continuing its preparations for the Global Elevator Exhibition in Milan, another major European gathering. Genemek aims not only to showcase its products here, but also to present its full-cycle manufacturing identity and design strength to international stakeholders in a broader context.