Ambiente focuses on HoReCa

Staged from 7 to 11 February, the fair is divided into novelties and confirmations: the entire pavilion 6.0 of the Messe Frankfurt GmbH will be dedicated to the hotel industry, while Ambiente Academy is confirmed

As announced at Ambiente 2019, the world’s leading trade fair for consumer goods is now set to expand its range by adding a dedicated hall for the HoReCa segment. The focus of Hall 6.0 will be on products and topics associated with front-of-house business, i.e. everything that concerns the work and customer’s experience within the hospitalityspace.

“We are proud that our exhibitors and visitors see Ambiente as the international HoReCa trading platform. Hall 6.0 is our answer to the increasing dynamics of this market segment. Even at the current stage of our planning, its focus on the interface between hospitality and tableware has convinced many companies to exhibit there, and there’s not much space left,” says Nicolette Naumann, Vice President of Ambiente, who is clearly pleased with the latest developments.

The new concept for Hall 6.0 is already being received very positively. “With its Hall 6.0, Ambiente is the international platform for our business at RAK. This is why we decided to book even more exhibition space in
2020 than in the past,” says Claude Peiffer, CEO of RAK Porcelain Europe.
The purpose of the HoReCa hall is to complement the existing product range of the trade fair from 2020 and to be even more focused in the way the trade fair appeals to the growing number of visitors interested in HoReCa.
At the most recent Ambiente 2019, around 30,000 trade visitors – including many important decision-makers in the hospitality industry – expressed interest in HoReCa products. 80 per cent of this group came from countries outside Germany.

Hall 6.0 will comprise the following HoReCa product groups: Buffet & Presentation, Chafing & Transport, Tabletop, Café & Bar, From Oven to Table, Kitchen & Utensils, Menus, Signs & Displays, Tablecloths & Napkins, Professional Clothing & Waiter’s Equipment.

Ambiente 2019, Messe Frankfurt GmbH
Ambiente 2019, Messe Frankfurt GmbH

In addition to the product presentations of the exhibitors there will be a special complementary programme as well as numerous events and networking opportunities, all adding up to a perfect trade fair. As before, this will include the HoReCa Get-Together, which has proved its worth in the past by specifically bringing together manufacturers, planners, investors and consultants within a single space.

As well as launching the new HoReCa hall, the forthcoming Ambiente will introduce a third academy venue. In addition to the Ambiente Academy platforms in Halls 9.1 and 11.1, in 2020 there will also be a HoReCa Academy in Hall 6.0 for the first time. On all five days of the trade fair, a wide range of talks will be presented to a professional HoReCa audience, both national and international, as well as to other interested visitors. Further details about the programme and the speakers at the HoReCa Academy will be published over the next few months.