imm Cologne 2021 is a Go!

August 26, 2020  by Jane Chero in Business Strategy, Designer Weekly, Industry   

“We want to blaze a bold trail into the new normal together with the industry,” says Matthias Pollmann, vice president, trade fair management, at organizer Koelnmesse.

According to Pollmann 70 percent of the hall space has been booked. “Given the present circumstances, this really is a very good registration figure,” explains Pollmann. “Compared with previous months, we are also currently seeing increased interest overall in holding live trade fairs. The motivating realization is gaining ground that real-life interactions between people are essential when it comes to establishing and building business relationships.” 

Exhibitors can expect a fair with high safety standards for all participants, plus media and digital alternatives to reach those visitors who cannot attend in person. “Unfortunately, however, there is still uncertainty in the industry due to the repeated emergence of hotspots in Europe. That is why I am absolutely convinced that we need to start living the ‘new normal’ now. We can’t wait for a return of the old days. Instead, we have to be bold and shape the future together,” comments Matthias. 

“From my perspective, a successful restart does not necessarily call for a showcase consisting exclusively of innovations. What is crucial is being present at the fair with your products. In the interiors sector, where touch and feel and the ability to experience the products in person are particularly important, the cancellation of many industry trade fairs has stimulated a renewed need among trade visitors to attend the fair.”

Show director Claire Steinbrück adds: “It is not only the traditionally high proportion of prospective European customers that is fueling our hopes for a satisfactory number of trade visitors. Following the cancellation of Orgatec, we also expect that architects in particular who had planned to visit that trade fair will now come to imm cologne instead.”