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“Physical Trade Shows Will Bounce Back,” Says Ambiente’s VP Nicolette Naumann

At an international virtual press conference held yesterday (December 1), Nicolette Naumann, VP of Ambiente and Messe Frankfurt, and Julia Uherek, group show director for Christmasworld, Paperworld and Creativeworld, gave the international media a peek behind the scenes of the one-off, hybrid International Consumer Goods Show, which will bring together all four shows both physically and on a digital platfom. The show will take place in Frankfurt am Main from 17 to 20 April 2021.  

“The pandemic has changed our world, presenting us with new challenges and new thinking,“ stated Nicolette. “But we are well prepared. Our focus is on secure working and networking in Covid-19 times. Because the shows are so international, both with global exhibitors and visitors, it is not without its challenges, given the current travel restrictions. However, with a vaccine on the horizon, we believe the situation will be more regulated by April 2021.“

Nicolette continued: “I believe that trade show business will bounce back immediately. Feedback from our exhibitors has revealed that there is a real need for shows. We are all missing the real connection with people and products. People want this direct contact and inspiration, to include being able to spot the forthcoming trends. However, the digital addition will remain.“

Above: Nicolette Naumann.
Above: Nicolette Naumann.

To date, over 2,000 exhibitors from 63 countries have already registered for the International Consumer Goods show, which will be complemented by Digital Days, where the purely digital content of Creativeworld will be on display. The Digital Days will take place parallel to the physical trade fair and will create opportunities to generate leads and make direct contact with customers.

“Most importantly for us, we will be able to make business meetings possible again in the first half of the year,“ continued Nicolette. “Plus, the Digital Days provide a complementary virtual exchange with award-winning technology that uses artificial intelligence to dovetail supply and demand. The new hybrid concept enables international visitors to meet existing and new customers, get inspired and place orders, both in Frankfurt and from their workplace or home office.In our view, this is the best answer to the current challenges.”

Above: Julia Uherek.
Above: Julia Uherek.

The Digital Days will be based on the three pillars Matchmaking (for new contacts and meetings), Live-Stream (for knowledge transfer and inspiration) and Messe Frankfurt‘s B2B order platform Nextrade where buyers can order directly from exhibitors. Pre-events will familiarise participants with the new technology. “We will be bringing supply and demand together,“ stated Julia Uherek, group show director for Christmasworld, Paperworld and Creativeworld.

In addition to trend areas, a supporting program will cover future-oriented topics to include sustainability, home office, DIY and cocconing. Everything that is physically offered will also be transported in parallel to the Digital Days via live streams.

In 2022, Christmasworld, Paperworld, Creativeworld and Ambiente will be separated and will return as normal, at the end of January and in mid-February respectively.



Top: The hybrid International Consumer Goods Show will take place from April 17-20, 2021.

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