80 per cent of the exhibition area already booked a good 10 months before the fair’s start
The latest fair duo of imm cologne and LivingInteriors ended a good 4 months ago with a considerable increase in international trade visitors and highly satisfied exhibitors. Now all eyes are looking ahead: the organisers want to write the next chapter in the event’s success story at imm cologne 2017, which will once again be accompanied by the international kitchen show LivingKitchen. Their objective is to make the leading trade fair even more attractive with a little fine-tuning.
imm cologne has established itself over the years as the international business platform for the interiors sector: “The whole world does business with the world in Cologne,” said Gerald Böse, President and Chief Executive Office of Koelnmesse GmbH, summing up the event’s importance. The continued success of the “world’s largest interiors showroom”, as imm cologne is also known, is not just down to its outstanding opportunities for business: imm cologne is a chance to see tomorrow’s interiors trends. One of the special features at the 2016 fair was the “Smart Home” installation, which highlighted the potential in the networked home and attracted a great deal of interest from the media, trade visitors and consumers.
The successful combination of lifestyle, events and business has put imm cologne on a constant upward trajectory. And the indicators already strongly suggest that this trend will continue in 2017, when the leading event will be hosted as a fair duo with LivingKitchen for the fourth time: 10 months before the start, more than 80 per cent of the available exhibition area has already been booked. “In addition to many national and international exhibitors, we have seen registrations from a number of new companies. We are seeing strong demand for larger booths from Italian exhibitors, which underscores the importance of imm cologne as a platform for business,” said Arne Petersen, Vice President Trade Fair Management. “A further important objective is expanding our range for the ‘middle of the market’,” he continued. . To this end, an array of measures is in the pipeline: themed social and meeting spaces will foster communication between companies and customers. Visionary ideas will be on display not only in the design-oriented halls, but also in halls where solutions for young living have traditionally been based. But the organisers also have their eyes on the Pure segments: they want to develop Pure, the showcase for visionary designs by established brands, and Pure Editions, which presents meticulously curated products by designers and architects in a condensed format, as well as the Pure Talents platform for young design. All these measures have one objective: to continue to strengthen imm cologne and make it the one-stop destination for interiors.
That is certainly in the interest of its target audience. imm cologne/Living Kitchen is already a must-attend event for trade visitors. It is a place to establish contacts with all the world’s key players. The trade fair simultaneously maintains a strong consumer focus, enabling companies to keep their fingers firmly on the pulse of the times and to adapt their products to market demands. The organisers expect targeted marketing outside Germany to result in larger numbers of international visitors, property developers and architects.