Due to its great success, the 2015 fair design has been newly implemented for all corporate and leading trade fairs 2016.
The brand concept focuses again on the factor “experiencing“ instead of simply “explaining“: trade visitors are activated for example within the lifestyle showcases and become contributors rather than mere spectators. Thus, the product features stick in their memories lastingly. The clear zoning into four architectonic levels facilitate visitors’ approach to the brand world: from every viewpoint of the public area they can easily find the different product zones which are separated spatially and communicatively. For instance, the men’s beauty area successfully covers the trend topic “barber shop” with original photographs from a men’s hair salon on a seemingly raw brick wall.