The Trade Fair: From "Aah" to "Wow"
Growth in all Aspects – area30 Moves From one Superlative to Another
The sixth area30 design. Kitchen. Technics in Loehne has not only topped all previous visitor and exhibitor records, but was also supported by a unique wealth of new ideas, a fantastic atmosphere and great order activity. So "Limitless growth", further strengthening the position of this trade fair as the most important fixed dates for local kitchen businesses - a central event in the annual autumn kitchen calendar in Eastern Westphalia, Germany.
The Who's Who of the kitchen industry descend upon East Westphalia and Southern Lower Saxony during the "Autumn Kitchen to see the latest ideas and attractive businesses every year in a series of trade events. One highlight stands out in the calendar, area30 in Loehne, considered to be the world capital of kitchens. As the main ordering trade fair with giants of the industry rubbing shoulders with innovative newcomers, the exhibitors always succeed in raising their appeal and piquing the interest of numerous of kitchen studios, professional retailers, large-scale suppliers as well as project managers and architects.
Continuous growth since its launch in 2011
The sixth event since 2011 ran from 17th to 22nd September, and was characterised by its unique appeal - an extraordinary atmosphere. It may well have been the Indian summer that East Westphalia is enjoying that fed into this optimistic feeling. In any case, an impressive growth in floor space used, visitor and exhibitor figures as well as fascinating presentations and yet another perfectly staged fireworks display by the event organiser set new standards for this exciting event.
The increase to an exhibition area of 8,450m2 (prior year: 7,400m2; +15%) shows that area30 is the right event at the right time in the right place. The significant extension to the temporary exhibition hall enabled an ideal presentation of the important product groups, the inclusion of new interested parties into the trade fair portfolio and an enlargement of the previous year's presentations by some core exhibitors. Kitchen producers, sink, fitting, extraction system and electrical appliance suppliers, as well as software and accessory providers were able to meet up with industry professionals, buyers and media reps in ideal conditions during the six trade fair days for highly focused trading, networking and communicating.
Highly motivated visitors meet ambitious exhibitors
Area30's successful concept coupled with the unique feel-good atmosphere has a magnetic effect. 2016 also saw a rise in the number of exhibitors: a total of 120 segment leaders, start-ups, renowned companies, newcomers, specialists, generalists, manufacturers and suppliers were present at the event, which is conveniently situated just off junction 30 of the A30 motorway. The result: a unique blend of elaborately crafted presentations in an exhibition hall that is crammed to the rafters.
It was only to be expected then that these impressive figures would reflect on the level of visitor interest. Before the trade fair even began, 1,000 more pickup online tickets were booked than last year, for instance, and on each of the fair days more visitors were in attendance than on the same days of the previous years! All told, 11,842 professional visitors (2015: 10,774, up 9.9%) came to the Luebbecker Strasse 30 site, home to area30's white trade fair hall, which had an almost magical look set against the golden yellow leaves and blue sky.
Brilliant Trade Fair Atmosphere and Perfect Services Make Ordering Fun
The visitors’ analysis allows a different perspective from their position in their respective company: employees from procurement and sales made up about one third of the visitors - the largest group - followed closely by first-tier managers, consisting of managing directors or company owners. A great series of intensive media relations for the benefit of the event and all exhibitors on all communication channels, however, is that area30 attracted about 100 media representatives this year. Of course, also the traditional annual press conference of the Association of the German kitchen furniture industry made a big difference on the Monday of the fair.
However, it’s not just the new record number of visitors that stands out, but also the shuttle service, running like clockwork to transport a good 4,000 guests back and forth to the site, as well as the business deals concluded and the significant rise in orders made. An ad-hoc survey showed that sales increases at the trade fair were in the double digits, in some cases even more than 20% above 2015, which itself was considered to be a super year.
area30 confirmed its leading position as the coveted business hub for kitchens in 2016 once again, and went one further: it is the centrepiece event in the autumn trade fair calendar for German buyers, European neighbouring states and for professionals from across the world. As is usual for a trade fair concept, many small and large aspects were enhanced before this year's event took place. This ongoing process will no doubt ensure that area30 trade fair from 16th to 21st September 2017 will reach new heights. The preparations have already begun because the demand for space to display at area30 knows no limits...
The area30 2016 image database can be found here
Facts & figures: area30 at a glance
11,842 trade visitors from 46 countries
Exhibitors / Brands
120 exhibitors and brands
Accessories, countertops, sinks, services, range hoods, electrical appliances, trade press, institutions / associations, kitchen furniture, lighting, furniture, niche rear panel, software / IT, other, sinks, chairs, tables and accessories for the kitchen.
2017: 16-21 September