Shorter, but special: imm cologne takes place from 20 to 23 January 2021, four days instead of seven, without LivingKitchen, though the theme of the kitchen has been incorporated in the event. A new, more concentrated format, with reformulated programs and reorganized spaces, to fully enjoy all the new developments in total safety. A hybrid, physical-virtual edition, on the new imm@home platform viewed via app and website. Not a simple online showcase, but a space of encounters with video chats in virtual cafés, one-to-one conversations in real time to establish meaningful contacts for business, narrating new developments firsthand for an international audience.
. “We want to make imm cologne possible next January, in spite of the difficult conditions,” says Oliver Frese, COO of Koelnmesse, who goes on: “Based on a compact exhibit area enhanced by the digital network and the multiple possibilities of presentation, imm cologne will provide important stimuli for the furniture industry in a new year of activity.” Many measures have been taken to cope with the pandemic: “With a variegated packet of hygiene and protection measures, exhibitors and visitors can move around in safety inside the fair, and concentrate on doing business,” adds Matthias Pollmann, vice-president of Koelnmesse. “We also offer our exhibitors innovative solutions for the creation of custom stands that permit efficient and stimulating participation.”
An event offline and online, with stands and formats reshaped by the team of Matthias Pollmann and Claire Steinbrück, director of imm cologne, together with creative director Dick Spierenburg, to adapt to changing conditions: “With the new concepts for the stands we offer young companies a plannable structure for an excellent presentation at the fair, in a compact area, and we can therefore bring together a wide range of interior design solutions and the theme of the kitchen,” says Claire Steinbrück. “Smaller spaces, and a design with open booths to permit less stand personnel and lower costs, though the brands can still present their products in an individual way. The result is efficient business with maximum risk reduction.”
At the fair, contemporary design brands present their new developments in Hall 11, in an area with the theme The Heart of Pure, organized with large spaces for safe circulation and enjoyment of the exhibits, in a relaxed, comfortable context.
Also at Hall 11, there will be Pure Platforms, for the first time in this pavilion, a selection of products that will also include contract offerings and young companies, together with the trends forum The Stage, in a new position at pavilion 11.3, and the installation Das Haus, celebrating its 10th anniversary with Das Apartment HAUS, where three designers interpret apartments for long and short stays, a residential typology very much in demand at the moment.
A virtual-real edition that will be possible only if all the exhibitors believe in the idea and contribute contents, as indicated in the guiding idea of the organizers: “You make it possible – we make it happen.” As Matthias Pollmann emphasizes: “By extending the fair to the digital sphere, we have the best chances of increasing our impact. Digital reach will be utilized as the new criterion of success for all our fairs in the future.
No longer just the number of visitors and exhibitors, and the origin of those visitors: we want to be judged in terms of digital reach as well.” A new future strategy of imm cologne, and in general for the world of trade fairs, thus takes form, with an eye on increasingly hybrid formats: “Our objective is to demonstrate how many contacts our exhibitors can generate on a global level, above and beyond the physical visitors,” Claire Steinbrück concludes.
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