As the year draws to a close, the furniture industry finds itself navigating a landscape of challenges and opportunities. For Danish brands, the abrupt cancellation of imm cologne—a key international trade fair—presented both a setback and a chance to innovate. Stepping into this void is Together 2025, an ambitious new event set to debut in January, organised collaboratively by leading Danish furniture brands.
To understand the journey behind Together 2025, its unique offerings, and its potential impact on the industry, we spoke with Anne Østrup Hansen, Head of Marketing at Innovation Living, who provided insight into the initiative's rapid development and the vision driving it forward.
Anne Østrup Hansen.
The birth of Together 2025
The announcement of imm cologne's cancellation came as an unwelcome surprise to many in the industry, including Danish brands that rely on the fair as a platform to launch new collections. 'The cancellation was very last minute and a complete surprise,' recalls Anne. The imm fair has long been a critical hub for networking and showcasing innovation. Its absence left brands asking, "What now?".
In response, Innovation Living's CEO, Morten Lind Mølgaard, reached out to other Danish brands to explore the possibility of creating an alternative. What started as a conversation quickly turned into action. 'Within five weeks, we've managed to bring together colleagues and partners to organise this event,' says Anne.
A unique experience for visitors
Unlike traditional trade fairs, Together 2025 offers a more intimate and personalised experience. Participating brands will open their showrooms, creating an opportunity for closer connections between visitors and exhibitors. 'Guests will visit us directly, which allows for stronger relationships. They'll get a more focused experience, tailored to them,' says Anne.
The event includes shuttle services to transport visitors between showrooms, ensuring a seamless and enjoyable journey. On Wednesday evening, a highlight of the event will be a presentation on using AI to create mood boards, a nod to the innovative spirit driving the industry forward.
When asked if the initiative would become an annual event, Anne said: 'I guess we'll have to see if this turns out to be a success. I think it will, and then maybe we will do this again. It might become a new trend! But to be honest, we hope the imm fair will return to its former glory. It would be nice to be together again with all the other brands.'
Visitors to Together 2025 can expect to see the latest designs and innovations that would have been unveiled at imm cologne. 'We were ready to participate at imm, so our showrooms will showcase everything we planned to present there,' Anne explains.
Looking ahead to 2025
Despite the hurdles of 2024, there's optimism on the horizon. 'The new collection for 2025 we're launching is very powerful. We remain positive and are really looking forward to the mini-fair. We're so excited and happy we have so many good colleagues at other brands in Denmark that support this initiative and that we, in such a short deadline, were able to create something like this.'
Together 2025 will be held from January 13 to 17, 2025, in collaboration with 2connect, CoreOne, Dan-Form, Frandsen, Flexa, Innovation Living, Tenksom, Trade Point, Guardian, and Unique Furniture.
More information:
Together 2025
www.together.furniture
Innovation Living
[email protected]
www.innovationliving.com
Denmark