What does an architect pay attention to when visiting a trade fair? Our architectural advisor Martina Rahmfeld at Orgatec
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For our team, Orgatec in Cologne marked the start of the major winter trade fairs. The organizers introduced a new concept: each hall became a »Focus Area« with dedicated themes surrounding the future of work. So, should the trade fair evolve alongside the changing work environments it focuses on? Did it succeed? For a fresh perspective, we interviewed Martina Rahmfeld from our architectural advisory board, owner of wow tomorrow and an expert in New Work and workplace environments. She summarized for us what Orgatec did well and how manufacturers can attract architects to their booths.
How do you organize your trade fair visit in advance?
I actually take a very strategic approach:
I usually receive numerous »invitations« and teasers from exhibitors ahead of the fair. I jot down the ones I find interesting on a board in Notion (Editor’s note: Notion is a digital tool for organizing and managing notes, projects, and databases). Before the fair, I go through the exhibitor catalog and hall plan. I mark both exhibitors I want to revisit and new ones I’d like to explore. All of these go onto my board, allowing me to create a preliminary plan for each hall – listing exhibitors, people I want to meet, and potential topics or events. I consciously avoid setting fixed appointments at this stage.
Through LinkedIn, personal invitations, or emails, I learn who else will be attending. With people I really want to meet, I schedule appointments – ideally right at a booth that serves good coffee! 😉 ☕️ (Hint, hint!)
Unfortunately, I have little time for lectures. Instead, I look at the supporting program in advance, especially the evening or pre-event activities. From the invitations, I choose what sounds exciting and promises to be enjoyable.
How do you feel upon first entering the trade fair?
It’s definitely a mix of: »Phew, how am I going to get through all this?«, »Yeah, let’s go!«, and sheer anticipation.
What makes you stop at a booth?
If I’ve already taken notice of a product and specifically visit a booth because of it, the booth design won’t deter me. However, if I have no prior connection to a booth or no specific goal there, my eyes quickly skim past less appealing stands. Instead, I focus on areas and exhibitors whose first impression is more promising.
Ultimately, Orgatec is primarily about equipping and designing workplace environments. Today, we all know that a well-designed workplace impacts not only employee well-being but also a company’s economic success. It’s therefore extremely relevant and important.
To implement this in my projects, I look for partners who support me and share my vision. A booth can communicate this alignment. If I don’t sense that the stand aligns with my goals, I won’t waste my time there.
This approach might sometimes mean I miss out on a potential partner, but on busy days like these, I need to stay focused and selective.
What kinds of booths stand out to you?
My attention can be captured by very different types of booths:
- Booths with an outstanding, holistic atmosphere and a thoughtful concept where color, lighting, decor, and furniture harmoniously come together.
- Booths that stand out through intentional minimalism.
- Very crowded booths – you just want to find out what makes them so special.
What convinces you at a booth?
If I find a booth or product interesting, I like to dive deeper. I want to understand the story behind it and discover its true value. I appreciate friendly representatives who take me on their journey. It’s important to me that the information goes beyond the obvious.
I don’t want to be guided from product to product just to see everything. Instead, I want to understand the added value and the stories behind the offerings – to see if I feel well-advised and supported.
I usually decline physical materials to avoid carrying too much around. However, I do appreciate receiving materials afterward. Here, too, the personal touch matters: if we agree that I’ll receive a price list, I expect it to be sent – not a generic email asking me to request it again.
How do brands stay memorable?
Once again, I rely on my Notion database. After each booth visit or conversation, I jot down quick notes on my prepared board. I add photos of booths and products on the spot. Later, I update my product library with the most interesting finds.
I found follow-up emails particularly helpful when they included photos of the (empty) booth along with links to all presented products or a landing page summarizing everything.
Has the new Orgatec concept proven itself?
Yes. Although I didn’t attend many of the numerous lectures, I was particularly impressed by the multi-brand areas. The dissolution of the traditional stand-aisle arrangement significantly improved the spatial experience and reflected the changes happening in our offices.
Overall, I experienced a high level of hospitality from exhibitors, which greatly enhanced my Orgatec experience.
About Martina Rahmfeld
Martina Rahmfeld studied architecture in Bochum and gained extensive experience as a project-leading architect. She has overseen numerous office projects from planning to implementation and now combines her comprehensive knowledge of how spaces impact people. With wow tomorrow, she helps companies design future-proof digital, hybrid, and analog work environments. Martina is part of our hej.build architectural advisory board.
About Orgatec
From October 22 to 25, 2024, Orgatec presented a new trade fair concept with themed »Focus Areas« such as #ImpulseContract and #OfficeXperience. For the first time, the IBA’s »Wherever Whenever – Work Culture Festival« took place. With 729 exhibitors from 40 countries and around 50,000 trade visitors, the leading trade fair for workplace environments highlighted its international significance. The next Orgatec will open its doors from October 27 to 30, 2026.
