What is it about?
No annual strategy meeting goes by without the question: should we exhibit at the same trade fairs again? To find answers, we surveyed 126 architects and interior architects and conducted numerous in-depth interviews. The results went into our trade fair guide »Messe heute – Messe morgen« (Trade fairs today, trade fairs tomorrow), and this Industry Update gave a first look at them.
- Is exhibiting at a trade fair still worth it today, and how do you get the most out of it?
- What should manufacturers bear in mind to win over architects and interior architects?
- What do design practices look for in the content of a stand?
- How has the trade fair scene changed, and where are the trends heading?
Who is the Industry Update for?
For marketing and sales at building product manufacturers and interior brands who want to start the next trade fair season with insights they can put into practice.
The experts
Pierre Haarfeld
Many years of experience in the transformation of the furniture and trade fair industry. As founder of the B2B platform nuucon, he drove the digitalisation of customer relationships in the office market.
Sebastian Schuster
Represents the architects’ perspective and has a say at SCHMIDTPLOECKER in when a trade fair is important enough to send the team. Member of our Architecture Advisory Board.
Franziska Holzmann
Interior architect and designer, trained in Germany and Finland. Moderates the Industry Updates and brings in her perspective from project practice.