With Messe Frankfurt set for the in-person return of Ambiente, February 11-15, 2022, Thomas Kastl, director of Ambiente’s Dining sector, detailed in a recent interview (provided by fair organizers and excerpted below) what to expect from the global home products show in Germany.
What does the return of Ambiente mean for you, and how will the Dining area be positioned?
Thomas Kastl: More than 2,400 exhibitors from 74 countries have already confirmed their participation here in Frankfurt and are looking forward to the hustle and bustle on the exhibition grounds. With 272,000 gross square meters, the grounds will have an 87 percent occupancy rate compared to the last event in 2020. However, in order to comply with safety distances and hygiene regulations, the hall layout will be slightly more spacious and some of the aisles will be wider than in the past to allow people to move around more freely. The Dining area will extend over a total of 14 hall levels at Ambiente 2022.
The focus next February will be on one thing above all: personal encounters… In my view, it is essential in our industry to perceive textures and colors with your own senses. To ensure that you can meet your business partners safely at the Frankfurt exhibition center even in times of a pandemic, we have drawn up a comprehensive safety and hygiene concept. According to the current status, trade fair participants must present a current proof of vaccination or convalescence at the entrance. In addition, there are further measures such as online ticketing, 100 percent fresh air supply, generous design of halls and entrances to maintain safety distances, and intensive cleaning routines. Stand catering and the popular show cooking program will also be possible with appropriate hygiene regulations. (Current health and safety measures are accessible on the Ambiente website, and Kastl said details may change depending on the pandemic status).
How will the Global Sourcing exhibit be optimized and adapted for the coming Ambiente?
Thomas Kastl: “(The Global Sourcing area is) under one roof again: The area is concentrated in Hall 10… One reason for this is also China’s relatively restrictive travel policy and the resulting reduced participation opportunities for Chinese exhibitors. Global Sourcing buyers can still look forward to very international exhibitors from overseas. We already have registrations from Egypt, Ghana, India, Indonesia, Nepal, Pakistan, Peru, Taiwan, Tunisia, and Turkey.
What are some highlights of the supporting educational program for Ambiente 2022?
Thomas Kastl: Two lecture areas Ambiente Academy (Hall 9.0) and HoReCa Academy (Hall 6.0) will provide insights into current market developments and invite visitors to engage in an extensive exchange of ideas. Clever kitchen and household helpers that make our lives easier can be seen in the special presentation Solutions in the foyer of Hall 4.0. A visit to Talents is also worthwhile: young designers on their way into the market will be presenting their products at the Talents areas Arts & Craft (Hall 4.0) and Interior Design (Hall 8.0).
In addition, Ambiente 2022 will once again be the venue for numerous award ceremonies. These include the German Design Award, the Kitchen Innovation Award, the Tableware International Awards of Excellence and the Plagiarius (negative award for product piracy). The Hessian State Award for German Arts and Crafts will also be presented at Ambiente this time.
What can visitors look forward to from a trend inspiration standpoint at Ambiente 2022?
Thomas Kastl: In addition to aesthetically beautiful and trendy products, sustainability with all its facets is now a core global social and economic issue with enormous significance. More and more people are becoming more mindful and critical when shopping, are well informed and ask about the origin, manufacturing conditions and materials of the products on offer. This has also been evident at Ambiente for several years. With its “Ethical Style” special interest, it is now the international trading center for sustainably produced consumer goods. Exhibitors producing in an ecologically and socially compatible manner can apply for Ethical Style. Those selected by an independent jury of international experts will receive an Ethical Style marker in the online exhibitor search as well as a marker at their booth on site.
Is a complementary online platform planned for Ambiente 2022?
Thomas Kastl: Ambiente will be supplemented by additional digital offerings and networking formats in the form of an Ambiente digital addition in 2022. International visitors who are unable to come to Frankfurt due to travel restrictions will be able to attend live, as well as network online and follow the trade show highlights in content streamings… The digital exchange is already possible one week before as well as two weeks after the presence event… Our online platforms Nextrade and Conzoom Solutions have already been providing the consumer goods industry with industry-relevant content 365 days a year since 2019 and offer digital order and data management. The direct-order function via Nextrade will become even more attractive and interactive in the future, as the expansion of the showrooms in 3D will ensure even more experiential shopping… In addition, Nextrade will be of special interest for the first time at Ambiente 2022.
