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Practical guide: trade fair today – trade fair tomorrow

What building product manufacturers and interior brands need to know for successful trade fair appearances.
Digital + Print: €290 | Digital Only: €250 excl. VAT
200 pages of practical trade fair knowledge for decision-makers in marketing and sales
Empirical study: 16 in-depth interviews and a survey of 126 (interior) architects
Concrete action recommendations and checklists for trade fair success
Guest contributions on trends, transformation, and community building
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Schwarzes Cover des hej.build Praxis-Guides mit modernem Design.Innenansicht des hej.build Praxis-Guides in schwarzer Umgebung.Innenansicht des hej.build Praxis-Guides in schwarzer Umgebung.Innenansicht des hej.build Praxis-Guides in schwarzer Umgebung.
200 pages of trade fair knowledge
126 surveyed planners
20+ best practices
16 expert interviews
3 Insider guest posts
200 pages of trade fair knowledge
126 surveyed planners
20+ best practices
16 expert interviews
3 Insider guest posts
Methodology

Why should you trust this guide? Because we asked those who truly know.

For this practical guide, we spoke with leading voices in the industry: from sustainability pioneers like Lendager to the emerging architecture firm LXSY, and established names like KRESINGS. Through 16 in-depth interviews and an extensive survey of 126 planners, we have compiled the most important insights for you.

Jutta Neuenhahn
KRESINGS Architekten
Matthias Quinkert
Ege Carpets DACH
Matthias Fuchs
Solarlux
Timm Helbach
mamuth
Anke Stern
ankestern interior
Piotr Misiewicz
Architect, de Winder Architekten
Porträt von Sebastian Schuster, Architekt und assoziierter Partner bei SCHMIDTPLOECKER Architekten in Frankfurt am Main. 
Sebastian Schuster
SCHMIDTPLOECKER Architekten
Porträt von Angelika van Putten, Architektin und Innenarchitektin, Gründerin und Geschäftsführerin von STUDIO van PUTTEN, spezialisiert auf Bauen im Bestand und New Work Spaces. 
Angelika van Putten
STUDIO van PUTTEN
Porträt von Chris Middleton, Experte für Interior Design, New Work und Bauen im Bestand bei KINZO. 
Chris Middleton
Kinzo
Porträt von Wiebke Ahues, Architektin BDA, assoziierte Partnerin bei LXSY Architekten, Vorstandsmitglied der Architektenkammer Berlin und Expertin für zirkuläres Bauen und nachhaltige Bauprozesse. 
Wiebke Ahues
LXSY Architekten
Lutz Hammer
RECKLI
Porträt von Christine Klug, Architektin und Expertin für Ausschreibung und Vergabe bei der assmann gruppe. 
Christine Klug
assmann gruppe
Porträt von Jan Dankmeyer, Architekt und Experte für nachhaltiges und zirkuläres Bauen. 
Jan Dankmeyer
Lendager Group
Porträt von Christiane Will, Architektin und Geschäftsführerin bei MÄCKLER ARCHITEKTEN.
Christiane Will
MÄCKLER ARCHITEKTEN
Lisa Deppe
Vestre

Our experts work for the following companies:

»I want to see more product and less paper – a trade fair booth should place the product at the center and showcase it in an innovative context.«
Wiebke Ahues
Architect BDA, Associate Partner, LXSY Architects
»Trade fairs need a critical mass. The likelihood of discovering something I don’t already know is high.«
Sebastian Schuster
Partner, SCHMIDTPLOECKER Architekten
»I don’t always remember faces, but I can always recall lights, skirting boards, and door handles. My brain encodes those more effectively.«
Piotr Misiewicz
Head of Design + Senior Architect, de Winder Architekten
»A good trade fair booth is like a magazine to me – you can read the headlines and immediately see whether the topic interests you or not.«
Timm Helbach
Dipl.-Ing. Architekt, mamuth
»A concrete manufacturer that makes you feel like you’re standing in a forest? That just doesn’t feel authentic.«
Jan Dankmeyer
M.Sc. Architektur & Sustainability Consultant, Lendager
Designing successful trade fairs

What to expect in our practical guide

Our practical guide is more than just a handbook. It’s a toolbox, compass, and reference guide all in one – for anyone who doesn’t want to leave their trade fair participation to chance. From understanding your target audience’s expectations to creating the perfect booth design and ensuring you stay in the conversation even after the fair.

In four practical chapters, you’ll learn:

Booth conception & design: How to create a trade fair booth that stays in the minds of planners.
Sales & communication: What makes great trade fair conversations and how to build long-term relationships.
Sustainability & innovation: The role sustainability plays in trade fair appearances and how to approach it authentically.
Success measurement & analysis: How to measure the success of your trade fair participation and learn strategically from it.
Blaues Cover des hej.build Praxis-Guides mit modernem Design.
Contents

Find answers to the most pressing questions about trade fairs

Our practical guide is structured so that you can find answers to the most important questions chapter by chapter – exactly the ones we are most frequently asked when it comes to trade fairs. Additionally, we provide practical tips that you can apply directly at your next trade fair.

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1

In general

In general

In general

1.1
Is participation in trade fairs an expensive ritual or a real must today?
1.2
Trends and drivers in the exhibition landscape: What remains and what is changing?
1.3
Are hybrid trade fairs the new standard?
1.4
What's more: major trade fairs or specialized formats?
1.5
Expectations of desire and reality: What do (interior) architects expect from trade fairs?
Kapitel 1 des Praxis-Guides: Einführung in die Ansprache von Architekt:innen und Bauprodukthersteller:innen.
2

Before the trade fair

Before the fair

Before the fair

2.1
What makes for a successful stand design?
2.2
From Idea to Implementation: How do you implement your trade fair concept?
2.3
How do I integrate sustainability into my exhibition stand?
2.4
From merch to product demonstrations: Which marketing measures are well received by female planners and which are not?
2.5
From invitation to follow-up: How do you remember the accompanying communication?
Kapitel 2: Übersichtsgrafik eines Praxis-Guides für Architekt:innen und Bauprodukthersteller.
3

During the trade fair

During the trade fair

During the trade fair

3.1
From glue to clay plaster: How important is the tactile experience?
3.2
Does coffee sting product? The strategic importance of good food
3.3
Eye-catcher or barrier? What makes exhibition stands attractive — and what doesn't?
3.4
How does the ideal sales meeting go during the trade fair?
3.5
Networking vs. product show: In the end, what really counts at trade fairs?
Kapitel 3 des Praxis-Guides: Strategien zur effektiven Ansprache von Architekt:innen und Bauprodukthersteller:innen.
4

After the trade fair

After the trade fair

After the trade fair

4.1
Land on your desk after the trade fair — How does my product stay in the conversation?
4.2
What is the best way to process the contacts I have collected?
4.3
How do I learn strategically from the (interior) architects' trade fair behavior?
4.4
How can I measure the success of my participation in the trade fair?
4.5
Mass and then? What (interior) architects want from you
Kapitel 4: Visualisierung eines Praxis-Guides mit Fokus auf Architekt:innen und Bauprodukthersteller.
Grau gehaltenes Cover des hej.build Praxis-Guides mit modernem Design.

Trade fair today – trade fair tomorrow

print + digital

Digital available immediately | Print shipping from 29.01.25

200 pages of practical trade fair knowledge as a high-quality print guide plus a digital version for on-the-go.

290 €
plus VAT
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Trade fair today – trade fair tomorrow

digital

Available immediately

The complete practical guide as a digital version – perfect for searching and highlighting.

250 €
plus VAT
FAQ

Frequently asked questions

The practical guide is a strategic tool for successful trade fair appearances. With insights from interviews, surveys, and proven practical tips, it provides comprehensive guidance – from planning to follow-up.

The guide is specifically designed for marketing and sales teams of building product manufacturers and interior brands. It provides clear recommendations for anyone looking to leverage trade fairs effectively and who is involved in strategic decision-making and subsequent implementation.

Currently, the focus is on trade fairs. Additional guides are in the planning stage and will be developed and published soon.

The practical guide combines exclusive insights from interviews, data from a survey, and hands-on recommendations tailored specifically to the needs of building product manufacturers. This makes it different from other guidelines, which are either broadly applicable to trade fairs or not specifically targeted at the audience of (interior) architects.

The content is based on 16 interviews with industry experts, a survey with more than 120 participants, and hej.build’s extensive experience. The guide incorporates the expertise of our team, who are happy to provide further details if you have any questions.

hej.build offers individual consulting sessions to tailor the guide’s content to the specific needs of building product manufacturers and interior brands. Feel free to contact us for more information.

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Saskja Jagenteufel

Head of Consulting & Creation / Geschäftsleitung (ppa.)

Any more questions? I am looking forward to your message.

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Saskja Jagenteufel, Head of Consulting & Creation at hej.build, stands in front of a blue wall and looks at the camera.