Retail Observer

RETAILOBSERVER.COM OCTOBER 2020 32 T R A D E S H O W N E W S IMM COLOGNE 2021 WILL GO AHEAD Redesigning the future together W e want to blaze a bold trail into the new normal together with the industry," says Matthias Pollmann, Koelnmesse's vice president trade fair management, summarizing the task ahead with respect to imm cologne. As he explains, it is important to offer the industry a secure platform on which it can maintain its position on the international market and address the timeliness of the subject of home living. On January 18, 2021, imm cologne and LivingKitchen will open their gates – that's a certainty as far as Matthias Pollmann, vice president trade fair management, and Claire Steinbrück, director of the interior business event imm cologne, are concerned! As things stand, 70 percent of the hall space has already been booked. "Given the present circumstances, this really is a very good registration figure," explains Matthias 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," continues Pollmann. And that's not all: from the consumer's perspective, the subject of home living is emerging from the crisis as a winner. In a similar way to other areas of life like camping, home offices and digitalization – as well as the furnishing-relevant themes of outdoor living, cooking and eating, and home spas – home furnishing is one of the segments that people consider even more important as a result of the pandemic experience. It is also one of the segments that is recording an increase in demand – in some cases the upswing has been significant. Although expectations with regard to the event character of trade fairs are certainly not as high as they have been in recent years, the expectations placed by consumers on the home living experience are all the higher. A RESPONSIBLE APPROACH TO THE PRESENT – AND LOOKING TOWARD A CHANGED FUTURE Exhibitors can expect a trade fair with high safety standards for all participants, and a strong public appeal through the media and digital alternatives to reach those visitors who cannot take part 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 Pollmann. "

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