Exhibition and event service providers have been affected by the Corona situation the fastest and most severely, because the event ban has brought their business to an abrupt halt. JMT Switzerland copes with this situation thanks to its activity in other industries. In June 2020, JMT Schweiz AG won the tender for the temporary furnishing of the National Council Hall at Bernexpo.

At Bernexpo, 212 workstations were set up, applying the current safety requirements regarding spatial distance. JMT Switzerland expanded into the business field of permanent or semi-permanent interior design even before exhibitions and events in Switzerland and Europe came to a complete standstill due to Corona. This foresight has now been rewarded. Andreas Kern, owner of JMT Switzerland (pictured above), says: "The planning foresight has paid off."

The parent company JMT Germany is a fundamentally healthy company. But now its core business of building temporary spaces at trade shows and events has been severely affected by the situation with Covid-19. For the duration of the self-administration proceedings, JMT Germany will pay all newly arising liabilities to customers, suppliers and other contractual partners on time and in full.

The first speakers have been announced for the new Exceptional Experiences event, a two-day conference dedicated to experiential marketing and brand experience. The new event is supported by ILEA as exclusive association partner and will take place on December 2-3 at the Fira Gran Via in Barcelona.

Many of the world's best-known brands are supporting the event with a speaker lineup of 21 industry experts. The first keynote speaker confirmed is Timo Kiuru (pictured), Global Creative Director, The Unthinkable, who will deliver a session on "Why Experience Matters to Marketers - More Than Ever and What's Next." Timo Kiuru helps companies put mediocrity aside and innovate, and has worked with global brands such as Samsung, SK-II, McLaren, Microsoft, Mini and Nokia.

Exceptional Experiences will combine the latest insights on trends, creativity, and success measurement with case studies on brand activation to showcase some of the latest thinking, technology, and services that marketers are using to create meaningful personal brand experiences.

"The industry has undoubtedly changed, but it gives us the opportunity to innovate," says event director Natalie Whittake. "Through creativity, we firmly believe that experiential and personalized experiences will play an even more important role in marketing as companies recover from the effects of this global pandemic."

The event will run alongside Reed's market-leading business events show, IBTM World, which takes place Dec. 1-3. Reed Exhibitions serves 43 industry sectors with trade and consumer events. Reed Exhibitions is part of RELX, a global provider of information and analysis to trade and business customers across all industries.

Digital visualization with concert seating with 1.5 meter distance in transformer Baden.

 

The congress and business center Trafo Baden introduces - in parallel to the latest normalization steps, which allow events with up to 300 guests since June 6, 2020 - the digital planning tool "allseated".

The event halls in the Trafo were digitally captured and converted into virtual walk-through, photo-realistic animations using gaming technology.

This allows you to visualize how a future event could look tailor-made. The furniture shown is original furniture that Trafo guests will find on site. The whole thing works simply: Click link, enter name, walk transformer.

Digital visualization of the hall 37

 

Digital visualization

So the suitable event space can be viewed on the laptop and then completed with the desired floor plan and the required layout of stages, work surfaces, tables, chairs and buffets. Decorative elements can also be added so that the customer can imagine exactly how his event will look, including the larger distances according to the security concept. Trafo Baden is the first provider in Switzerland to use this platform. Trafo customers can use this service free of charge.

On the one hand, Trafo Managing Director Reto Leder (pictured below) wants to help his end customers and event planners to be able to realistically plan their events, taking into account the new distance specifications. On the other hand, the new "allseated" software helps to show in "real view" how a gala dinner or a trade fair could look like.

Realistic event planning

Leder is pleased to be able to offer an innovative product with the new platform: "We are proud to be the first Swiss provider to launch 'allseated' and I am convinced that our corporate customers and associations will make lively use of it right now."

The introduction of "allseated" is a continuation of the "stress-free event planning at Trafo Baden" strategy launched in 2019. This also includes the customer-friendly Trafo Baden pricing model, with which considerably less effort is required for event planning. The offer includes simple and clear per-person flat rates. Customers can independently and within minutes calculate the expected event expenditure precisely and reliably.

The main attraction at the Trafo Baden Congress Center and Seminar Hotel is the former Werkhalle 37, which has been transformed into a multifunctional event hall with 1400 square meters of space and a 45-square-meter LED wall.

At the Smidex from March 16 to 18, 2021, in Hall 550 in Zurich North, time saving and efficient contact management will be the focus of the marketplace of exhibitors and visitors.

Smidex is Expo and Symposium (Exposium) for Smart ID, i.e. intelligent ID recognition, industrial security, early detection of hazards, risk mitigation, facility management and life protection.

Initiator and trade show professional Urs Ingold of Starling Expo (right, co-initiator Hanspeter Hunziker of Delta Blue on the left), explained a pivotal point of Smidex: "In the past, the average time spent at a trade show was ten hours. Today, that's down to two hours. Smidex takes this into account in its motto of 'more marketing, less cost.'" This makes a platform like Smidex more efficient than conventional trade shows.

More efficiency per square meter

Exhibitors are encouraged to stage their competitive feature (USP) and instead of the scenery pushing of past times with as many exhibits as possible. The visitor should be offered a dematerialized and thus efficient, unforgettable visitor experience.

 

Conclusion

There is much discussion about whether trade shows have passed their zenith. Smidex provided a possible answer: What companies need today are efficient contacts. There is no doubt: trade fairs are becoming smaller and thus more efficient, and Smidex makes a start.

On May 6, 2020, the German government announced that trade fairs with the necessary protection concepts could be held again, but that the decision was the responsibility of the individual federal states in each case. The state of Hesse was one of the first to give the green light, allowing Messe Frankfurt's world-famous book fair to be held.

Detailed health and hygiene concept
The basis for staging the 72nd Frankfurt Book Fair from October 14-18 on the exhibition grounds is a detailed health and hygiene concept that implements the applicable protective ordinances of the State of Hesse and ensures the safety of guests, exhibitors and employees participating in the fair. The hygiene concept jointly developed by the Frankfurt Book Fair and Messe Frankfurt has convinced the Public Order Office and the Health Department of the City of Frankfurt.

Images: Karl Ove Knausgard

 

"More important than ever before"

Juergen Boos (pictured right), the director of the Frankfurt Book Fair, emphasizes: "This year, it is more important than ever to hold the Frankfurt Book Fair. With the presence on the fairground, book events on site and virtually, we create publicity for authors, for the industry, for our topics."

 

Digital twin

The Frankfurt Book Fair 2020 is a special edition due to corona. In order to inform book fans worldwide about the new publications of the book autumn 2020, the Frankfurt Book Fair will also take place virtually for one week. Among other things, a Bookfest Center is planned from which the Frankfurt Book Fair and its media partners will present new publications and initiate relevant discussions.

The Frankfurt Book Fair's digital supporting program now covers the requirements of both on-site and virtually connected guests from around the world with many offerings. The major German trade publishers such as Verlagsgruppe Random House, the German Bonnier publishing houses, Holtzbrinck Buchverlage, and Verlagsgruppe Bastei Lübbe initiated the idea of a new event concept as part of the Book Fair in exchange with the Frankfurt Book Fair.

The decision to cancel Art Basel was made after extensive consultations with many gallery owners, collectors, partners and external experts of Art Basel, he said. The decisive factors were the fundamental health and safety risks for all involved, the financial risks for exhibitors and partners, the continuing obstructions to international travel, and the fact that the regulatory environment for major events in Switzerland has not yet been settled.

Bernd Stadlwieser, CEO of the MCH Group, is extremely sorry about the necessary cancellation: "Over the past few months, we have been closely monitoring the development of the Covid-19 situation and have been working intensively towards a possible staging of Art Basel and Design Miami Basel in September. Unfortunately, the current framework conditions do not yet allow for this, given the large amount of planning and preparation time required for an event of the size, internationality and quality of Art Basel. Our teams are now focusing on the digital offerings around Art Basel, as well as on staging Art Basel in Miami Beach and Design Miami in December 2020."

• The next edition of Art Basel's Online Viewing Rooms will go live from June 19-26, 2020.
• Art Basel in Miami Beach will take place from December 3 to 6, 2020.
• Art Basel in Hong Kong will take place from March 25 to 27, 2021.
• The next edition of Art Basel in Basel will take place from June 17 to June 20, 2021.

"Bernexpo Groupe does not rule out the participation of other interested companies in Messepark Bern AG at a later date," says Franziska von Weissenfluh (pictured), Chairman of the Board of Directors of Bernexpo Groupe. "Thanks to the new shareholder structure, Bernexpo Groupe can fully focus on strengthening its core business and further developing its strategic thematic areas as planned," says Franziska von Weissenfluh, The Bernexpo site is owned by Messepark Bern AG and is one of the largest exhibition sites in Switzerland.

 

Public sector remains shareholder

The new shareholders are the three Bernese companies Mobiliar, Visana Beteiligungen, the Securitas Group and the real estate service provider HRS Real Estate. Together with Bernexpo Groupe, which remains a minority shareholder, they ensure the strengthening and further development of Berne as an economically important exhibition center.

The public sector (the Canton of Berne with 8.95 percent, the City of Berne with 3.16 percent, the Burgergemeinde with 3.71 percent and the three municipalities of Köniz with 2.84 percent, Ostermundigen with 1.89 percent and Muri with 1.61 percent) remains a shareholder of Messepark Bern with 22.16 percent.

Per economy

One of Messepark Bern AG's upcoming major projects is the replacement of the Festhalle, which was built as a temporary structure 67 years ago (photo). With the construction of the New Festhalle, Messepark Bern AG wants to close an important gap in the market. Currently, the capital city does not offer a venue for events, exhibitions or experiences with a capacity of up to 8,500 people.

Markus Wyss, Head of Real Estate at Mobiliar, emphasizes: "Our commitment is a commitment to the region. Bern needs the trade fair and exhibition halls. They enrich and complement the range of events in the city of Bern and strengthen its national and international appeal. This will benefit the entire region, the economy and tourism."

 

Confidence despite coronavirus pandemic 

The executive and parliament of the city and canton of Bern will make a decision on the approval of the credit in the fall. In spring 2021, the population of the City of Bern and the Grand Council of the Canton of Bern will each decide on contributions of CHF 15 million to the infrastructure costs of the New Festival Hall.

The effects of the coronavirus pandemic hit Bernexpo Groupe hard. Among other things, the BEA, one of the largest public events in Switzerland, had to be cancelled. "However, the company is on a sound economic footing and has the necessary professional tools to successfully master this difficult situation," says Franziska von Weissenfluh.

ExpodataMr. Schmid, what's on your mind most at the moment? 

Peter Schmid: In 2019, we completed the most successful year in the company's history. For the first time, we are growing at a double-digit rate without outside help, but profitably and from our own resources.

 

How do you explain to your family exactly what Visable does and what future opportunities Visable has? 

Visable operates the two largest B2B platforms in Europe, "Wer liefert was" and Europages. We use them to bring demand and supply together, in other words, we do matchmaking in the business environment. Someone recently said that we are the "partner exchange in B2B". This analogy fits very well because I was CEO of Parship before I joined Visable.

 

What chances do European companies like Visable have to compete against global giants like Amazon, Alibaba, Zalando and why?

We clearly lost the battle for the top positions in the B2C sector in Europe against the USA and China. We can't let that happen to us again in the B2B sector.

When will online purchasing take hold in B2B business and how, say in the construction equipment industry?

As mentioned earlier, the online B2B market is still in its infancy. But companies have understood that the development towards digital cannot be stopped and that they have to act. It will be years before it is normal for a construction machine to be sold over the Internet.

However, it will become the norm for a potential buyer to only view the machine via the Internet, for example with virtual reality glasses, and then meet with the supplier for contract negotiations. The trade show visit, where the machines are on display, will become superfluous in the future.

 

How do you assess the 365-day trade fair? Do exhibitors who are normally focused on trade show logistics really want to trade show during 365 days? What does this bring to the exhibitors?

Today, every trade fair or conference must offer more than just the time of the trade fair. The exhibiting companies have to offer touchpoints with their potential customers again and again throughout the year. One event for a few days a year is not enough and the extension should be done online.

 

The full interview appears in the print edition of Expodata Live Kommunikation on June 26.

The partial lockdown of the Swiss economy has hit the trade fair and event business the hardest. The economy is now lacking urgently needed impetus. That is why the event industry, with its constructive and elaborate event concepts, is in urgent need of planning security from the Federal Council.

Damian Müller (pictured), member of the Council of States for the Canton of Lucerne, says: "Trade fairs thrive on personal encounters between exhibitors and visitors. Especially trade fairs offer versatile sales and communication platforms for the Swiss economy, which can be implemented in a targeted manner and with Covid-19 protection measures."

The association of Swiss exhibition venues, Expo Event Swiss LiveCom Association has developed a comprehensive catalog of measures for the gradual reopening of exhibition and congress events and sent it to the Federal Council together with an open letter on April 28.

For small and medium-sized enterprises in particular, trade fairs can initiate the economic relaunch that is now urgently needed. Trade shows have always provided economic impetus to the economy. If these sales platforms get back up and running, the threat of company death and an increase in unemployment in the event industry can be partially prevented. Trade fairs also provide important impulses for trade and the export economy. Finally, Swiss youth is oriented towards the career fairs that traditionally take place in the fall (picture: Central Switzerland Education Fair). This is where the cornerstones are laid for the future of Switzerland in economic and social terms.

The association of Swiss exhibition venues, Expo Event Swiss LiveCom Association has developed a comprehensive catalog of measures for the gradual reopening of exhibition and congress events and sent it to the Federal Council together with an open letter on April 28.

Delayed relaxation would have serious consequences for the organization of trade fairs and trade congresses, because neighboring countries are ready for the trade fair autumn. Germany showed the way in its states of North Rhine-Westphalia, Saxony and Rhineland-Palatinate: As early as June of this year, congresses and trade shows will be allowed to take place again under certain conditions. Conclusion: The resumption of trade fairs will support Switzerland as a business location.

The Stuttgart trade fair location is climate-neutral. Messe Stuttgart has long been at the forefront of sustainability among trade fair companies in Germany.

"We take responsibility for climate protection, because sustainability awareness is a central element of our corporate management," says Roland Bleinroth, Spokesman for the Board of Management of Messe Stuttgart.

In addition to the consistent use of one hundred percent CO2-neutral electricity, unavoidable CO2 emissions are now offset with compensation measures. The seal of approval as a "climate-neutral trade show location" comes from ClimatePartner from Munich, which advises companies on climate protection and promotes environmental protection projects in Germany and around the world.

In order to be a climate-neutral location, the trade show supports two internationally recognized climate protection projects that save greenhouse gases and make an important contribution to combating global warming. The two selected projects, which will each receive 50 percent equal funding, include a regional program in Freiburg im Breisgau, Germany, which in turn supports a conservation project in the Amazon rainforest, and two wind farms in northeastern China.

The trade fair company had already set a trend-setting standard for the industry in 2010 with the Green Statement. At the beginning of November 2012, Messe Stuttgart and the ICS joined the "fairpflichtet" industry code of conduct launched by the European Association of Event Centers and the German Convention Bureau.

The climate neutrality of the Stuttgart trade fair location can be seen at the ClimatePartner website viewed be

The survey by "Great Place to Work" has shown that most things are going right at Habegger in the eyes of the employees. They are very proud to be part of the company, appreciate working independently and the trust that managers place in them. At Habegger, they can also "be themselves. There is a friendly working atmosphere, 96 percent confirm, also thanks to the collegial and uncomplicated interaction. 94 percent are proud to be part of Habegger

The "Great Place to Work" organization uses a multi-layered methodology for such a survey. Part of this process is a survey of all employees, managers and an audit by experts.

With over 130 permanent employees, Habegger is one of Switzerland's largest employers in the field of live communication and implements innovative projects worldwide. With the enormous support of its staff, Habegger is looking forward to the future with confidence, even in the difficult times caused by Corona.

 

New offices and further investments planned 

However, Habegger would like to remain an employer of choice in the future. That is why various measures will be implemented in the coming months. For example, the live communication service provider will invest in the areas of leadership and further training. Furthermore, a move to a new building is planned in the next few years.

In October 2019, they still opulently celebrated the launch of Hall 550 in Oerlikon in Zurich North with Belgian staging artist Charles Kaisin. It became a rarely seen emotional event for Switzerland.

Hardly anyone would have dreamed back then that the claim "anything goes" (events of any kind) would also be applied to the digital extension with a virtual interactive event within a very short time. Thanks to Corona. The management of Hall 550 asked itself: How can we maintain the connection with the customers in the current situation? And what kind of "events" can we offer them? The answer: with a virtual 3D flight through Hall 550.

 

3D flight and interactive PDF 

Visits and tours are currently only possible with difficulty for future organizers, existing customers and interested companies due to the measures in force in connection with the corona virus. Therefore, the team of Hall 550 and the creative workshop SUKi have developed two innovative tools in recent weeks.

Today, Hall 550 can be digitally visited, explored and experienced by anyone. This with a animated 3D flight through all four parts and into the farthest corners of the innovative event hall. Whether the variably usable trade fair and seminar rooms on the upper floor of Hall C, the unique industrial aesthetics of Hall B or the good 20-meter room height of Hall A - virtual visitors can view all the details up close and get a lasting impression of what a visit to Hall 550 will feel like and how versatile the location will be.

Interactive visit to Hall 550

The second tool available to planners and event organizers is a interactive PDF at their disposal. This allows them to share all the information and data they need to plan events with their customers in a simple and easy-to-understand way.
Both communication and planning tools are already focusing on the future, strategic orientation of a digital development of events in Hall 550. For example, a complete 3D model is now also available to the industry for planning purposes and the focus on "connectivity" is being expanded to include further important elements.

 

Life during and after Corona

The Hall 550 team is setting an example for a successful future of the event industry by presenting the new tools for planning future events. "We believe that our industry will recover from the current crisis and come up with innovative solutions," says Claudio Losa of Catering Services Migros, operator of Hall 550. "There will be life after the crisis for live communication. That's why we're making a commitment today to our future customers by making our event location experienceable, plannable and digitally accessible today.

And that's not all. At a time when the event industry is essentially paralyzed, Hall 550 is creating a new, virtual event on Facebook: An online conference on the future of the event industry.