'The key industry event in the autumnal trade fair landscape, featuring top brands, market leaders, innovators, and newcomers, is increasingly becoming a popular community area,' the organisation of the fair says. From 21 to 26 September 2024, the area30 platform will draw decision-makers from the kitchen industry across Germany and Europe to East Westphalia.
The event has traditionally centred on innovative products, the perfect presentation of exhibitors, communication among attendees, and successful business deals. However, a new trend is emerging, driven by generational changes and new communication channels like TikTok, Pinterest, and Instagram. The increasing responsibility of GenZ is also contributing to area30 evolving into a 'place to be' or more aptly, a 'community area'.
Trade fair visitors, or 'area30 friends', are showing a growing interest in smart accompanying formats, such as the 'innovation area' with the 'stage', high-profile collaborations between trade fair organiser Trendfairs and partners like the Colornetwork, the design agency Future+You, the 'Grüne Griff', and educational institution MöFa. Joint projects with the AMK and Less Waste Kitchen further demonstrate this interesting shift, breaking up the classic bi-directional communication model at trade fairs.
'Online marketing, artificial intelligence, ChatGPT—these are developments everyone is talking about. But how exactly does the industry benefit from them? The innovation area is the ideal opportunity to present our unique online marketing platform to a specialist audience of kitchen studios, manufacturers, and associations. We look forward to exchanging ideas on future-oriented solutions in the industry,' says Katharina Epple, Vertical Leader at axregio.
The 'Stages' at area30 will take place from Sunday to Tuesday, in cooperation with the trade fair's innovation partner, the design agency Future+You from Petershagen. Last year, the agency focused area30 on future topics with numerous keynotes, panel discussions, and an exhibition on sustainable materials. Next autumn, the focus will be on 'Food Futures,' covering food, culture, and design in 2030, as well as 'Kitchen Futures,' highlighting design trends and kitchen layouts.
Future+You Managing Director Barbara Busse emphasised, 'The innovation area 2023 was a platform for the exchange of ideas and the promotion of innovations that will push the kitchen industry forward. We highlighted important topics such as the circular economy, energy efficiency, and social responsibility, as well as future-oriented topics like artificial intelligence, direct sales, and changing nutrition habits. We were delighted by the diversity of opinions and the engagement of our guests, who all contributed to making our discussions a success.'
To conclude, the managing director of Quooker shares, 'For us, area30 is the trade fair highlight of the kitchen industry. We can present our high-quality Quooker taps here in the best possible way and meet our target audience. We are there with a large team and use the event for successful ordering and networking. It is indispensable for us every year, and we are already looking forward to the start in 2024!'
More information:
Area 30
www.area-30.de