In order to be able to better serve these 'stories', the focus is now on "interior moments" instead of the previous "discover interior ideas" as a guiding principle. The trade fair should thus become more personal and emotional, in that one's own "interior moments" are given more space.
The trade fair team has therefore "divided [...] imm cologne into themed areas, which are organised to suit the character of the respective segment. We’ve taken our lead from the behaviour of the buyers", Pollmann continues.
One building block is the restructuring of the north area – the new Home world
Among other things, the division includes the Northern Halls, which have been reestablished under the top level theme of "Home".
Hall 9 now bears the label "Home Sleep" and exhibits everything having to do with good sleep. Mattresses and sleep systems, beds supplemented with decorative bedding and accessories. As a "lab", it will do justice to the diverse technical innovations.
"Home Scenes" in halls 5.2, 6 and 10 summarise lifestyle-oriented living. From the sitting room suite through living room furnishings to shelving, quality furniture will be shown.
And the third area of focus, "Home Settings", unites young, stylish living in halls 4.1, 5, 7 and 8. The focus is on clever product solutions for storage space, new materials and multi-functionality.
Internationality is gaining more and more significance
At the same time, the theme of 'internationality' is becoming more important all the time for the interiors industry, because, according to Jan Kurth, Managing Director of the Association of the German Furniture Industry (VDM), important growth markets for German furniture are increasingly also found outside of the EU.
This also applies to imm cologne. With more than 70 per cent of exhibitors coming from outside Germany, imm cologne is now the world’s most international event and the most important date on the industry calendar, right at the start of the year. It’s where the entire interior design industry gathers to present and discover new products from around the world.
"The trade fair business in Cologne has always thrived on the diversity of the industries whose journeys we have accompanied, on the international nature of the exhibitors and visitors", Pollmann also knows. A trade fair must have the ability to appeal to new target groups again and again, without losing sight of its original audience." This is a sentence that applies equally to both imm cologne and the entire industry.
Online furniture sales should increase to 25 percent
Mr Kurth emphasises that the furniture industry must think more digitally. The association sees the digital sales channel as a good opportunity to win back young target groups in Germany and abroad, and to make them our regular customers.
"Today, Germans buy 59 per cent of their furniture from large retailers and 16 per cent from smaller merchants", according to Kurth "Online sales account for between 10 and 14 percent." However, this should change in future: "Within the next five years, we anticipate a share of 25 percent for online furniture sales."
Promoting the exchange of ideas and the resulting business success
"We create the space needed for all kinds of personalities, decision makers and doers, innovators and investors, visionaries and realists to meet. What is decisive is that a trade fair must always have the ability to appeal to new target groups again and again without losing sight of its original audience.
If we are to continue to achieve these results, we need to be creative and take our lead from the needs of the industry and of our target groups. After all, what we refer to as new business can only develop through the diversity of the visitors and the international character of the offering in combination with the exhibitors’ content", according to Pollmann.
Create new business, through the new ambista content package
Internationality, content, digitalisation and new business – all of them aspects that also distinguish the business platform of the furniture and interiors industry, 'ambista'. In keeping with the increasing attention revolving around imm cologne, successfully encounter the three challenges now with the ambista content package. The package contains two advertorials and two newsletter ads.
Use the chance and
- increase your own online presence and thus your digital reach in time for imm cologne and take the next step on the path to digitalisation
- present yourself in the high-quality editorial environment of the ambista magazine and tell your story in the appropriate thematic environment
- reach the relevant international decision makers and acquire new business
In detail this means: you supply two teasers, as well as advertorial texts. The teaser will be placed natively in the ambista newsletter for 110,000 recipients in the interiors industry. You are thus assured attention for your advertorial in the ambista magazine, and this for the price of only €1,299 net.
How can we assist you?
Seek advice from ambista Support, by telephone at +49 221 821 2651 or by mail at email@example.com.