Image: Messe Frankfurt
Management | Ticker

Christmasworld’s “Premium” Business Program: New five-day concept, new location

Christmasworld’s “Premium” Business Program, which runs from January 27 to 31 in Frankfurt, has laid on some innovations.

Shopping centers, retailers, towns, and local districts can enthuse and motivate their visitors and customers by making an impression with decorations and settings around seasonal holidays. In a new event format to be held over several days, the “Premium” business program will discuss the kinds of things that are possible and, indeed, necessary to achieving this in the future.

Image: Messe Frankfurt
Image: Messe Frankfurt

A key feature of Christmasworld, to be held from January 27 to 31, 2017 in Frankfurt am Main, Germany, the “Premium” program enables international sector experts in the field of decorative concepts for retail companies, shopping centers, local districts, towns, and cities to make contact with innovative designers and decoration agency consultants.

This exclusive sector rendezvous, with its lectures workshops, and international networking opportunities, will take place this time at the Premium Lounge, Hall 11.0. It will have direct relevance to the product ranges on offer at this leading international trade fair for festive and seasonal decoration, with all its innovative lighting ideas and trends.

The German Council of Shopping Centers (GCSC) and the Federal German Association of Town and City Marketing (Bundesvereinigung City- und Stadtmarketing Deutschland e. V. – bcsd) are event partners. They will each organize a themed day, which pick up on some of the major interests in the sector.

Two theme days

Friday January 27, 2017 is all about the GCSC’s concerns. Trend watcher and futurologist Richard van Hooijdonk will examine the mega-trends that will change purchasing behaviors over the next couple of decades and thus have a crucial impact on business in his visionary lecture “Retail Trends 2030.”

Image: Messe Frankfurt
Image: Messe Frankfurt

Monday, January 30, 2017 is being organized by the bcsd. In his talk, “Your town—your people,” Stefan Suchanek, lecturer in Visual Rhetoric and Staged Settings in Munich, will
provide inspiration for sensuous and sensible scenarios in urban contexts. In the workshop immediately afterwards, which will be certificated, he will examine in greater detail how findings in evolutionary biology and neurological research can be useful in the successful staging of scenarios in towns and shopping malls.

Brave new world: feelings give a real boost to business

What does all this decorative effort really bring? While in this digital age, people’s everyday lives are increasingly shifting into the virtual realm, there is a growing yearning for primordial experiences and real sensations.

A person cannot get authentic experiences at the click of a mouse button. So people jog, climb, cycle; they sew, cook and garden. Nature is fashionable. Cities need to be greener. More personal. More human. Concrete specifics are set against diffuse generalities. And this is a trend that both the retail trade and the municipal authorities can use very much to their advantage.

“If you want people to feel comfortable in towns, shopping centers and shops, you must create emotional appeal,” says Stefan Suchanek, retail designer and lecturer in visual rhetoric and staged settings.

Image: Messe Frankfurt
Image: Messe Frankfurt

Research on the human brain has shown that the memory retains positive experiences better and we need to ensure that people have good feelings like that, he suggests. It is no longer simply about having a product on the shelves. Products have to be set in the right lighting and contextualized in such a way as to stimulate emotions. Product displays must contain these elements in some way.

“But the design not only needs to be attractive, it must unleash something else—namely pleasure or joy,” so Suchanek. In specifically practical terms, this means that it must appeal to people’s senses—and to as many of them at once as possible. People need to smell, hear, see, and feel.

About Christmasworld

Christmasworld is an important order venue for the international decoration and festive articles sector. Held annually in Frankfurt, it presents the latest products and trends for all festivities of the year and provides innovative concept ideas for decorating large-scale and outdoor areas for the wholesale and retail trades, shopping centers, DIY markets, and the green sector. The last event was attended by 953 exhibitors from 45 countries and over 39,000 visitors from 115 countries.

About the “Premium” Business Program and how to register

 “Premium” visitors will have the benefit of a number of convenient and advantageous services. They include free admission to Christmasworld on all days of the show; access to the exclusive Premium Lounge in Hall 11.0 for keynote talks, workshops, and networking opportunities, including breakfast and cloakroom services; use of the VIP car park at the exhibition center; and free travel on local public transport in the area covered by the local Rhine-Main transport authority. Registration for the “Premium” program is free of charge and is available until January 10, 2017 at:

christmasworld.messefrankfurt.com/premium

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