Dortmund: BoE and BrandEx Festival

On January 15 and 16, 2020, exhibitors will once again present trends and innovations from the fields of event organization, equipment and trade fair construction at Messe Dortmund.

Jan Kalbfleisch (pictured), Managing Director of FAMAB, comments on the development of the BoE, its sister festival BrandEx and live communication: "The unique selling point of the trade fair is the multi-sensory experience that the BOE offers its guests. What makes the BoE International particularly exciting is that everything needed to generate a brand experience can be found here. MICE service providers, catering companies, booth builders, digital services - as a guest, I can gather everything I need for my event in one place."

Trend area MICE

"The growing interest in the location and MICE sectors certainly stands out. The MICE section (pictured) is experiencing an upgrade at BOE 2020 with the docking of mbt- Meetingplaces, which had previously established itself as a stand-alone MICE trade show in Munich. Demand for trade show construction services is also increasingly growing."

Trends in live communication

"I can currently identify three trends in live communication. First, we can observe that the topic of sustainability is moving strongly into focus. Locations, for example, are increasingly advertising that they are sustainable. The second trend topic is digitalization, as in so many industries. Both for communication in the run-up to an event and at the trade show itself, the topic is becoming increasingly relevant. And trend number three is the development toward live communication itself."

BrandEx Festival

The International Festival of Brand Experience, or BrandEx for short (pictured above), which is initiated by FAMAB and Messe Dortmund, among others, takes place one day before the trade show. What is special about the festival?

"BrandEx is the only festival with the core theme 'brand experience'. Here, the industry, customers and young talent have their say. And the setting is also exceptional: a festival with an evening gala plus nine stages in a single room is an immense organizational task. In this way, we manage to surprise even professionals from our industry. The festival takes on an explorative, almost playful character."

BoE International, international trade fair for experiential marketing on January 15 and 16, 2020, will be attended by around 600 exhibitors from the fields of event organization and equipment as well as exhibition stand construction, and 10,000 trade visitors from agencies and companies.