According to a study by the Association of the German Trade Fair Industry (AUMA), trade shows remain the number one medium for B-to-B communications. But despite this insight, organisers can’t afford to rest on their laurels; to make sure exhibitors don’t invest their budgets in other events, they have a vested interest in keeping trade shows as attractive as possible.
The introduction of special exhibition areas has proven to be the ideal marketing tool. These trade show spaces are devoted to various overarching topics and represent an additional platform for exhibitors’ presentations.
The DOMOTEX trade show in Hanover, Germany, first started integrating topic-based special exhibition spaces several years ago – and has been successful with its approach. The space is designed each time by a different designer or architect of renown, and in 2014 TULP was invited to create the special exhibition space for the Wood Flooring Summit, which showcases wood and laminate solutions every two years.
For this project, TULP created a strong architectural statement with a concept that became a key meeting-point for exhibitors and visitors alike. Located in the middle of the DOMOTEX trade fair, it incorporated product and sensory exhibits, a bistro, on-stage action and a VIP area.