GERMANY - With the next edition of interzum, Koelnmesse is organizing the first event of worldwide relevance for the industry since the start of the coronavirus pandemic, giving it a suitable platform on which to showcase innovative and inspirational products, discuss current issues and revive business – and all this in compliance with the applicable hygiene and safety regulations.
Given the repeated emergence of new hotspots in Europe and the persistent occurrence of infections around the world, there is still a strong sense of uncertainty in the industry. “We can’t wait for a return of the old days. Instead, we have to be optimistic and bold, and set out into the future together,” says Maik Fischer, Director of interzum, commenting on current developments: “After all, as far as the global furniture industry and interiors professionals are concerned, interzum 2021 is essential for generating fresh ideas and discovering innovative products, thus helping them to reinvigorate and grow their own businesses.”
The event’s importance to the industry and the well-thought-out safety and hygiene concept are also being acknowledged by the exhibiting companies. When the first early-booking discount period came to an end in mid-June, the number of registrations was almost on a par with figures on the equivalent date for the record-breaking interzum 2019.
In addition to many well-known exhibitors, the event’s organizers are also looking forward to welcoming some notable returnees to Cologne next year – among them the Kastamonu Group and the companies Yildiz Entegre as well Financiera Maderera (FINSA).
Despite the present travel restrictions, the interzum team is starting the visitor acquisition process much earlier than usual. “A lot of explanations are required at the moment, of course, but we get the sense from our conversations with visitors that they not only see the necessity of attending a trade fair, but that they are also looking forward to interzum,” reflects Fischer. “However, it will all depend on the extent to which travel restrictions are lifted. Nevertheless, we are already reaching around 70 per cent of our trade visitors despite the limitations that are currently in place”, he continues. At the same time, the interzum team is also developing a hybrid event format for those participants unable to travel to Cologne. “We will develop a permanent digital extension to interzum that will be fit for the future. We will learn from the digital formats we are offering this autumn – for gamescom and DMEXCO – as well as from imm cologne and LivingKitchen 2021,” Fischer explains confidently. “In doing so, we will be giving the exhibitors the added ability to present their products digitally, communicate with virtual visitors and thereby increase the overall reach of their interzum appearance. To supplement our digital matchmaking options, we are not only expanding the business opportunities available to our exhibitors but also reaching a broader spectrum of visitors.” Thanks to all of these steps, the world will definitely meet in Cologne for interzum in May 2021 – in person and virtually.
