area30 und cube30 2022: Positive impulses in a challenging market
Face-to-face again and in the best mood: over 12,000 trade visitors at the 11th kitchen order fair area30 and cube30 in Löhne/Germany
The eleventh trade and order fair for the European kitchen industry "area30" in the "World City of Kitchens" Löhne was a successful event with the best demand. More than 12,000 trade visitors, 28 percent more than in the previous year, were on the site on the six days of the exhibition, and the influx of trade fair guests took place from the morning until the evening hours. With origin from around 50 countries, this B2B event can rightly be considered international. As expected, Germany and the Benelux countries accounted for the largest group of visitors, accounting for around 92 percent of visitors. The associated cube30 was also more than satisfactorily frequented.
In addition to the trade visitors, representatives from the exhibiting 140 companies or present brands had arrived, which enhanced the high communication and guest density at exhibition stands and aisles. The area30 trade fair between 17 and 22 September in the heart of the German, even the European kitchen industry, was once again the network center for presentation and know-how transfer.
Both on the exhibitor and visitor side, the need for personal exchange, for discussions and negotiations, for discovering and "understanding" new ideas and innovative products was felt at every encounter. And the exhibiting companies or brands "delivered" as promised: Despite pandemic-related disruptions and globally emerging sources of conflict, the kitchen furniture industry, accessory suppliers and service providers with their presented products and concepts are likely to be regarded more than ever as "innovation world champions" after this event.
"From the good mood and the strong frequency of the event, positive impulses are going into a challenging market," says Jan Kurth, top functionary of the Association of the German Furniture Industry and the Herford Furniture Associations with the Association of the German Kitchen Furniture Industry e.V., aptly summing up his overall impression – certainly representative of many of the visitors who came here. Because the "double" area30/cube30 had been able to present an astonishing wealth of innovations – often in a design environment that made hearts beat faster with emotion.
Karl von Bodelschwingh, Managing Director of Berbel, who has been involved in area30 since the founding, sums up the success and uniqueness of the largest event in Löhne so far in 2022 with 12,000 square meters of exhibition space: "area30 has been the leading trade fair in our industry for years".
During the trade fair, kitchen furniture manufacturers as well as suppliers of sinks, faucets, extraction systems and electrical appliances, software and accessories met industry specialists, buyers, media representatives and multipliers. As usual, the strongest rush of visitors took place on the Sunday and Monday of the exhibition, with more than 2,600 guests each day.
With over 8,700 visitors (78%), the home market of Germany is the largest group of visitors. And with over 1,500 trade visitors, this is followed by the group from the Benelux countries (14%).
According to the visitor structure, area30 is and will remain a decision-making trade fair – a format in which the top management concludes business deals, sales establishes sustainable contacts with its peers on the supplier side and sets the technical and design course at least for the coming kitchen season, usually even for the next few years. Almost 2,700 managing directors and over 3,600 executives from sales and distribution underline the importance of the event – or as Daniel Hörnes, Managing Director of Quooker Germany, rightly states: "area30 is (...) the highlight of the industry".
According to origin within the kitchen industry, most visitors came from kitchen studios of various sizes (5,400 guests). Kitchen stores and the furniture trade were also represented in Löhne with over 1,000 trade visitors each. 742 registered experts from the kitchen furniture industry gathered information, followed by representatives from the electrical appliance industry and the trade (almost 400 guests each). The clientele of architects and interior designers, together with around 300 interested parties, provided another important group of visitors.
Highlights of this year's trade fair that appealed to the public included the cooking shows at various exhibition stands by Alexander Herrmann, Sebastian Lege or Tim Raue, for example, the trade fair tours – now online via Youtube – with blogger Yvonne Zahn under the label "Yvi meets area30 live" and the after-work party "area30 and friends", which brings the large fan community and "area family" together year after year more and more intimately.
The area30 more than met the growing demand as well as the variety of interesting suppliers of outdoor kitchens. Both in the hall and on the terrace, the latest developments on this topic were impressively presented.
The decision of the Cologne Furniture School to include the Löhner B2B event in the excursion program of the students this year caused a pleasant surprise. 28 students plus two teachers came to East Westphalia and were guests at the exhibition on 21 and 22 September. Organiser Trendfairs GmbH (Munich) supported the training center on this excursion to the East Westphalian kitchen autumn to the best of his ability – in which he organised a tour to various locations according to the wishes of the MÖFA.
As a conclusion, Trendfair's founder and shareholder Michael Rambach summarises the order event as follows: "We are pleased that our concept, which is continuously adapted to new trends, was so well received by exhibitors and visitors again this year. We think that our quality standards and our services once again convinced us that we were able to reconcile precise business with a relaxing feel-good atmosphere. All participants and guests of this trade fair deserve our heartfelt thanks – combined with the invitation for September 16, 2023: Visit us again, we look forward to seeing you!"
Facts & figures 2022 - area30 und cube30 at a glance:
12.077 trade visitors from about 50 countries
Ranking (more than 50 persons): 8,766 trade visitors from Germany, 1,179 from the Netherlands, 327 from Belgium, 195 from Austria, 125 from Switzerland, 71 from Italy, 64 from France.
Exhibitors / trade marks
More than 140 exhibitors and trade marks at 12,000 sqm floor space
Accessories, acoustics, bathroom furniture, benches, chairs, cooperation partners, countertops, dining room furniture, electrical appliances, extractor hoods, fittings, furniture, institutions / associations, interior design, kitchen furniture, lighting, media and publishers, niche back walls, outdoor furniture, services, sinks, smart home, software / IT, suppliers, tables, trade press, utility room, waste systems
2023: 16 to 21 September, starting 14 September online
The link below leads to an image selection of area30 2021. The pictures can be used as press images with the copyright notice area30 – the reproduction is free of charge. Please send us a specimen copy.
Trade fair and company logos can be downloaded here:
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trendfairs GmbH is an independent trade fair organiser of sophisticated industry events. With excellent event know-how and a fine sense of the market, trendfairs GmbH creates worlds of experience with high appeal.