Megatrend Sleep at the 50th Heimtextil
The interior design world will be heading to Heimtextil in Frankfurt in January 2020, as the event’s international appeal remains as strong as ever. In 2020, it will mark its 50th edition.
Trade fairs like Heimtextil offer buyers and sellers everything that makes the trade fair medium so strong (read our Christmasworld story).
In addition to the new products on the stands, the world's leading trade fair is also a trend show, which is important tomorrow. The famous trend report from the Stijlinstitut Amsterdam has localized "Glam" as the new megatrend. Together with the Danish agency Spott and the London studio Franklin Till, they form the Heimtextil Trend Council. The future forum "Sleep" for knowledge transfer, exchange of experience and networking with professional athletes, sleep coaches and scientists will be held in Hall 11.0.
Hybrid: analog and digital
Messe Frankfurt is one of the few organizers worldwide to offer its stakeholders an integrated trade show package. Managing Director Detlef Braun says: "The positive development of our core business shows that the personal encounter is not being called into question. The opposite is the case. It's all about creating an intelligent link between the analog and digital worlds."
It is Messe Frankfurt's strength that it is one of the few trade fair organizers in the world that works on this duality, and is always able to strike a balance and strengthen trade fairs as a place of encounter marketing.
Meike Kern (pictured), head of Heimtextil/Home Textiles at Messe Frankfurt, says: "Heimtextil is always a crowd puller - thanks to the large number of innovations and the numerous international exhibitors."
But what about the famous "Messe365", the extension of trade fair time and exhibition halls into digitality?
Fair365
With Nextrade, Messe Frankfurt has also been offering a digital marketplace for its trade fairs in collaboration with Nmedia since February 10, 2019. According to Meike Kern, Frankfurt's consumer goods trade fairs are the focus here; B2B trade fairs work differently, she says.
But it will be interesting to see whether the matchmaking platform Nextrade will also become Messe Frankfurt's next big innovation across the board. The decisive factor here is not the trade fair itself, but which customers actually have this need.
Anniversary home textile
Heimtextil celebrates its 50th anniversary. It was held for the first time in 1971. Today, there are clones of Heimtextil all over the world, such as in Russia or in China, with which Messe Frankfurt secures its global pre-eminence as a platform for interior design. And the "home game" in Frankfurt is becoming more international: the more than 3000 exhibitors come from 65 countries and the 67,500 visitors from 156 (!) countries.
From Switzerland will participate in 2020 around 25 exhibitors and probably around 1000 visitors, which makes it one of the most important foreign customers. Heimtextil Frankfurt is the world's largest spectrum for home and contract textiles.
