ACROSS | The European Retail Real Estate Magazine


Time Again for Christmasworld’s Premium Business Program

With their "Kinemona Vintage" special show, Pascal Koeleman (left) and Rudi Tuinman of 2dezign set their sights on vintage. Image: Messe Frankfurt Exhibition GmbH / Pietro Sutera

Shopping centers have to inspire visitors and customers with decorations and displays that celebrate seasonal events. The Premium Business Program will present the latest industry trends during two events on January 25 and 28, 2019.

The Premium Business Program at Christmasworld in Frankfurt am Main will bring together international concept decoration experts from retail companies, shopping centers, cities and regional authorities, as well as innovative designers and design agencies. This industry forum, which will include lectures, guided tours, and international networking, will take place in the Premium Lounge in Hall 9.1.

On Friday, January 25, 2019, the theme will be “Commercial properties, shopping centers, and retail outlets”. Keynote speaker Christian Mikunda will present a lecture entitled “How light captivates: the psychology and dramaturgy of orchestrated worlds of light”. Illustrated by numerous visuals and prepared especially for Christmasworld, the lecture will explore the psychological mechanisms and dramaturgical devices behind the use of lighting in successful marketing concepts. In shopping centers, lighting can be used to create marketing-relevant experiences.

During his lecture, Mikunda will decode the devices behind the creation of successful worlds of light. There will also be an opportunity to take part in a guided tour led by Mikunda, which will visit exhibitors in the visual merchandising and lighting sector in Hall 9.0. Monday, January 28, 2019 will be organized by the German Association of Urban Marketing (bcsd) and will follow the theme of “Urban marketing and municipalities”. Sebastian Zenker – Professor of Urban Marketing at Copenhagen Business School – will be the keynote speaker. During his lecture, he will explain “Events as urban brand communication”, i.e., how events can positively affect urban image. His proposition is: Every town has a brand.

Christmasworld Trends for 2019/2020

What are the general trends at Christmasworld? Tender festivities, essential ceremonies, sweet traditions, luminous celebrations – four emotive styles will embody the range of festive decoration available and will provide the retail trade with the tools to create their own selections for the 2019/2020 festive season.

Hand-crafted items and ideas inspired by nature will remain key focus areas. Poetic and intricate designs will be presented alongside styled settings and some original decorative ideas. “The four thematic Christmasworld Trend scenarios reflect the important influences of some major designers and their material, color, and shape preferences,” explains designer Annetta Palmisano from Stilbüro bora.herke.palmisano.

A highlight of the fair will undoubtedly be the “Kinemona Vintage” special show by the Dutch design team at 2dezign. With its location in the center of Hall 12, it will inspire visitors to embrace a new style of surface design. It will combine saffron and gold tones with vintage elements and is set to plunge Christmasworld visitors into a world of new and rather special experiences.



Christmasworld is the world’s most important order venue for the international decoration and festive articles sector. Held annually in Frankfurt, next year from January 25 to 29, 2019, it presents the latest products and trends for all festivities of the year and provides 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 1,048 exhibitors from 43 countries and over 43,400 visitors from 129 countries.


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