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"We need new concepts for trade fairs as places of chance
encounters. This might also be showrooms and brand worlds in places
where people and ideas converge. What we need are open forums for
critical and competent dialogue." You will find lots of demands
like this one expressed by Ranger Design in this special edition:
The industry has given us an outlook of the near future and shows
what they have achieved in the last few months, where they had to
find alternatives, what new concepts evolved and how the trade fair
format has changed in recent times. Text in English and German.
Until spring 2020 the trade fair sector was still boasting: "You
can't e-mail a handshake!" Then Covid-19 came along and everything
was turned upside down: exhibitions were postponed, cancelled or
relocated into digital space. It also brought forth new concepts
with which we had not reckoned a couple of years ago: virtual
twins, AR or VR walk-through stands, online exhibitions with new
meeting formats, or quite different ideas that are currently
turning the sector upside down, providing new impetuses and making
the trade fair a place as we have never known it before. The new
trade fair yearbook presents not only the most exciting exhibition
settings of the previous year but also entices us into virtual
space.
Current brand communication is increasingly moving towards
real-digital narratives. Storytelling plays a major role in this,
as well as the type of communication. Particularly at trade fairs,
personal discussion is still the key aspect of every presentation.
With this edition of the Trade Fair Design Annual, the authors
present a series of successful examples of trans-media
storytelling, attaching particular importance to the accomplished
use of means of communication. What is decisive, however, is the
exceptional design of the overall presentation, which can add
communicative and therefore informative value for the exhibitor, as
well as provide an emotional experience for the visitors.
So-called Instagramability has long become part of our
communication policy - has the design of trade fair stands also
changed as a consequence? Is the presentation's focus no longer the
product but rather the potential customer and their interaction?
How important are live experiences in order to draw the full
attention of visitors? What effect does this have on the
communication strategy and on the spatial design? These are
questions pursued by the new Trade Fair Design Annual with 60
exceptional examples. Text in English and German. Also available:
Trade Fair Design Annual 2018/19 ISBN 9783899862829
In this edition of the "Trade fair Design annual, the authors not
only show the best trade fair stands of the past year with the
usual wealth of images, they also dedicate themselves to the
displays at the last Expo.While in Milan - the largest annual trade
fair in the world - 21 million visitors immersed themselves deeply
into the universe of the 145 exhibiting nations and were able to
get to know their cultural identity, economic strengths, new
projects and innovations, the exhibitors from around the world also
delivered a statement about their distinctive identity and
promising innovative strength with the individual and accomplished
design of their trade fair stands. It is no secret that trade fairs
can sometimes be like funfairs ...
We are living in a networked age and can no longer deny
digitisation. Although the events sector is characterised primarily
by live experiences, events are becoming increasingly hybrid: new
forms of spatial communication are emerging, which blur the
boundaries between real and virtual experience. In this yearbook,
Sabine Marinescu and Janina Poesch present more than 50 successful
examples where both digital innovation and personal encounters are
the focus of the concept. Through numerous interviews with
specialists in the sector, they venture a look into the future, in
order to ask quite exclusively: what is 'the next big thing'?
Features events in Austria, China, France, Germany, Great Britain,
Hong Kong, Italy, Luxembourg, Macao, Portugal, Russia, and
Switzerland.
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