A paradise for men
EVENT In February 2016, Man's World, a cross-thematic world of experience for men, will take place in Zurich for the first time. While today's shopping malls are largely designed for women, the organizers want to create a world of experience for three days that is 120 percent aimed at men.
In February 2016, men can really let off steam in the MAAG halls in Zurich. Bigger, stronger, faster: From February 4 to 6, 2015, 80 to 100 suppliers will be inviting visitors to discover, experience and enjoy themselves on around 2,400 m2 in the MAAG halls in Zurich. With Man's World, Europe's first experience world for men, the organizers want to cover the diverse needs, areas of life and interests of today's man. The theme worlds are called "Boys Toys", "Pleasure", "Experience & Fun", "Do it!", "Body & Lifestyle" and "Gentlemen", with beer sommeliers and barbecue experts providing specialist knowledge about the number one staple food and inviting visitors to taste it, grooming and style experts on hand to offer advice and assistance to today's gentleman and, next door, American lumberjacks showing off their skills in lumberjack competitions. Since "do it yourself" is a way of life for the stronger sex, men can of course also do it themselves at Man's World: a real excavator is available for the sandpit game for grown-ups, while in the casino you can win a Las Vegas trip with friends or compete with your boys in the racing or flight simulator. "The time is ripe. As the role of men in society changes, the demand for products and services specifically geared towards men is also growing and developing," explains Daniel Rasumowsky, co-founder and Managing Director of Man's World Schweiz AG and partner at the communications agency Jeff, which is also heavily involved in the project. The interest from suppliers is huge. The platform is the first of its kind and provides access to the broad target group of working men in a sustainable and appropriate way. "Together with our existing partners and exhibitors, the aim is not simply to place offers, but to create a unique exchange with visitors in an appealing way," adds business partner Karim Debabe.
