The key industry event in the autumnal trade fair landscape with top brands, market leaders, innovators and newcomers; is increasingly becoming a popular "community area"

From 21 to 26 September 2024, the attractive and long-established area30 platform will attract decision-makers from the kitchen industry from Germany and all over Europe to East Westphalia. Innovative products, the perfect presentation of exhibitors, communication with one another and, of course, successful business have always been at the centre of attention. However, a new trend is becoming increasingly apparent, which is also due to the generational change and new communication channels. Tiktok, Pinterest and Instagram send their regards just as much as the growing responsibility of GenZ - and so a now traditional trade fair is increasingly becoming a "place to be". Or even more fitting: a "community area".

The growing demand from trade fair visitors - or should we say "area30 friends" - for smart accompanying formats such as the "innovation area" with the "stage", for the high-profile collaborations between trade fair organiser Trendfairs and the Colornetwork, the design agency Future+You, the "Grüne Griff" or the educational institution MöFa and, last but not least, for joint projects with the AMK or Less Waste Kitchen are the best proof of this interesting change. Which, incidentally, also breaks up the classic bi-directional communication at trade fairs.

"Online marketing, artificial intelligence, ChatGPT - developments that everyone is talking about. But how exactly does the industry benefit from that? The 'innovation area' is the ideal opportunity to present our unique online marketing platform to a specialist audience of kitchen studios, manufacturers and associations. We look forward to exchanging ideas on future-oriented solutions in the industry." This is the enthusiastic response from Katharina Epple, Vertical Leader at axregio.

The "Stages" at area30 will take place from Sunday to Tuesday. An important part of the Stages is the cooperation with the trade fair's innovation partner: the design agency for trend research, design thinking and product design "Future+You" from Petershagen.

Last year, the agency focussed area30 even more on future topics with numerous keynotes and panel discussions as well as an exhibition on sustainable materials. Next autumn, the focus will now be on 'Food Futures' on food, culture and design 2030 as well as 'Kitchen Futures' on design trends and kitchen layouts.

Looking back, Future+You Managing Director Barbara Busse emphasises: "The 'innovation area 2023' was a platform for the exchange of ideas and the promotion of innovations that will push the kitchen industry forward. Important topics such as the circular economy, energy efficiency and social responsibility as well as future-oriented topics such as artificial intelligence, direct sales and changing nutrition habits were highlighted. We were delighted by the diversity of opinions and the engagement of our guests, who all contributed to making our discussions a success."

The industry-wide known company network "Colornetwork" from Bünde, which was founded in 2020, can also be visited on the Stage and is probably the only one of its kind in the world. Its members think of colour in a completely new and sustainable way: for example, in combination with wood and stone, but also as psychology with its effect on people, including room fragrances that enhance the effect of colour. Networker, founder and interior designer Katrin de Louw will present the latest trend report every day.

For their part, co-operation partner "grünergriff" is helping to bring transparency to regional services and environmental awareness. The project team supports SMEs, their partners and suppliers in making a better contribution to environmentally conscious behaviour and making this visible. Consumers will be informed about how they can implement conscious behaviour together with regional specialist retailers.

"A 'green' kitchen doesn't just start with the purchase of organic products - the planning of the kitchen already sets the course for the 'green' colour tone, with countless possibilities to individually adapt the level of environmental awareness to your own needs," explains Christiane Pauli, co-initiator of "grünergriff". And she adds: "When it comes to environmentally conscious behaviour in the kitchen, the first thing we think about is avoiding packaging waste, shopping at the local market, correct storage and work processes. An ideal example of this is the "#lesswastekitchen", which focuses on conserving resources and avoiding waste for future-orientated kitchens."

Saving food, saving water, reducing energy consumption, minimising CO2 emissions and substituting plastics are just some of the facets of #lesswastekitchen. The goal is clearly outlined: More than 30 per cent less resource consumption through optimally planned kitchens from regional specialist retailers! The network wants to generate more sales for the industry members attending area30, while for consumers it offers various savings calculators for food, electricity, water and plastic, which show the potential savings in 'pennies and nickels'.

"On stage" on Sunday afternoon, 22 September 2024, is kitchen and home expert, kitchen studio owner and trend blogger Yvonne Zahn, who is just as well known to many consumers as she is to most industry representatives through her blog "Yvi's Küchen-Glück". She will be scouting new products and trends at area30 - with her usual expertise, but with a lot of heart, a personal touch and plenty of background information. It is to be expected that many of the trade fair visitors, but certainly also numerous representatives of the exhibiting companies, will not miss this very unusual area30 tour.

The trade fair organiser Trendfairs will continue its close educational cooperation with the Cologne Furniture College at area30. Under the label "MöFa goes Küchenherbst", interested students will be 'spoiled' with their own shuttle bus, a 4-star hotel, an evening event and numerous stops in the East Westphalian kitchen trade fair region on 25 and 26 September 2024. The benefits of this educational trip are guaranteed to be two-sided: not only can the young students build networks and take the latest product innovations home in their minds, but all sponsors and companies visited also benefit from the personal contact with GenZ. Recruitment and securing the future may be sufficient keywords here.

Speaking of GenZ: A special event is planned on the Stage specifically for the generational change at all company levels in the kitchen industry. We will report later on this and on joint activities with the working group Die moderne Küche - AMK.

However, preparations are already in full swing! The demand for area30 on the exhibitor side is still running at a similarly high speed: in parallel to the booming 'table, chair, bench' segment, kitchen furniture manufacturer Decker, for example, recently gave the 'green light' for a trade fair participation.

To conclude, we'll let the managing director of Quooker have his say: "For us, area30 is the trade fair highlight of the kitchen industry. We can present our high-quality Quooker taps here in the best possible way and meet our target audience. We are there with a large team and use the event for successful ordering and networking. It is indispensable for us every year and we are already looking forward to the start in 2024!"

So the excitement is growing. area30 is sure to once again be the best-attended trade fair centre in the kitchen autumn with the most market-leading companies, the highest density of new products, brands and innovations and – not to forget – the sophisticated services around and on the exhibition site in Löhne. The countdown for the "community-area" 2024 is running, area30 is right on the home straight!

Facts & figures

Product range
Waste systems, accessories, acoustics, worktops, fittings, bathroom furniture, benches, services, extractor hoods, electrical household appliances, dining room furniture, trade press, utility room, interior fittings, institutions / associations, cooperation partners, kitchen furniture, light, media and publishers, furniture, niche rear walls, outdoor kitchens, outdoor furniture, smart home, software / IT, sinks, chairs, tables, accessories, suppliers

Date
21 to 26 September 2024

Image data
The link below leads to a selection of images from area30 2023. The images can be used as press photos, with the copyright notice area30 – printing is free of charge. Please send us a specimen copy.

Press images area30

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