Equipped for the future: New area at Ambiente
02 marzo 2022
Ambiente offers a comprehensive overview of the global range of consumer goods from February 3 to 7, 2023. It is not only the number one trade fair for tableware, kitchenware, and housewares, but in the Living section all styles relating to the home, furnishing and decorating can be experienced. Gifts and personal accessories in all their facets will be on show in the Giving section, which will now also feature high-quality stationery and articles relating to school supplies. The new Working section is dedicated to the topic of tomorrow's working environments, focusing even more intensively than before on relevant solutions.
Interviewpartner: Yvonne Engelmann, Director Living, Giving, Working
1. How did the decision to create the new Ambiente Working section come about?
Yvonne Engelmann: For some time now – and not just since the pandemic – we have been seeing how the consumer goods market is changing. As an organizer of leading international trade shows, we offer the markets the global platform they need. That's why we are always actively addressing changes in the market, creating offerings for new target groups and thus offering all participants real added value through new business impulses, synergies and inspiration. In this way, we support and accompany the industry in its further development. An important component of this is the new Working section, which, alongside Dining, Living and Giving, complements the Ambiente range of products and services for the various lifestyles. Within the framework of the new area, Ambiente is thus expanding the range of products on offer and the demand for them.
2. Why is Ambiente the perfect home for the stationery industry?
Yvonne Engelmann: Ambiente creates new impulses for the stationery sector - from contract business to the megatrend of sustainability and the perennial favorite of design & lifestyle to target groups in the hotel and catering industry. Exhibitors from the stationery and office supplies sectors have already enjoyed exhibiting at Ambiente in the past. This is because they meet extended target groups there, such as concept stores, design studios or upscale gift boutiques, which they do not find at their own industry trade fairs. At the same time, Ambiente also offers these exhibitors the classic gift trade, from department stores to discounters, and thus a very broad range of products.
Ambiente Working as a new living world arranges completely new possibilities of the product and concept presentation. At the same time, exhibitors are given completely different development opportunities through synergies with various Ambiente theme areas. This gives both exhibitors and visitors the opportunity to tap into new and expanded target groups and to bundle consistent synergies in one place.
3. What exactly does Ambiente Working encompass? Who should exhibit here, what is there to discover?
Yvonne Engelmann: The new Working area initially covers office supplies including re-manufactured printer consumables, office equipment and furnishings, and conferencing and moderation. One of the focal points is the Future of Work topic with the areas of Office & Home concepts and Office equipment. This content is supplemented by Future Office Talks in the Academy. The Working section is thus the ideal strategic and conceptual extension to Living, Giving and Dining. Social change is leading to a major shift in the stationery sector in terms of manufacturers' product portfolios or the changed sales channels and target groups that we can then serve better in the new context - including concept and merchandise presentations as well as top-class lecture series. Target groups for this area include architects, office fitters, office planners and facility managers.
4. Why is Ambiente the right platform for the working sector and office equipment?
Yvonne Engelmann: Furnishing properties with product lines has always been a strategically important component of Ambiente. Both the Contract Business in the Living segment and the HoReCa Business for the Hospitality sector in the Dining segment. This segment is not only about furnishing commercial properties such as hotels, restaurants, co-working spaces or offices but also about furnishing our homes including offices at home. This has taken on a whole new social dimension in the last two years. Products for office equipment and desks have always been part of the lifestyle collections of Ambiente exhibitors. This means that there is exciting synergy potential here - for our exhibitors and visitors. That's why it's an important step to expand this area.
5. Stationery and school supplies complement the product mix of the Giving section at Ambiente. What do you expect from this?
Yvonne Engelmann: Buyers looking for stationery, pads, calendars from the Stationery life and product worlds are in perfect hands in the Giving section of Ambiente. The theme of school is closely linked to the theme of giving and gifts. When I think of the first day of school and the niece's school cone, for example, there are always occasions to give something away in this area. In the retail trade, you can clearly see that these product ranges are being merged. Pencil cases and school supplies are often found alongside gift items and accessories. And so we bring it together here at Ambiente, too, offering synergies and overlapping buyer target groups. This makes this assortment an ideal complement to gift articles, through fast-moving consumer goods, souvenirs, decorative gifts, toys, stationery and office products to personal accessories and jewelry. This is an ideal addition to the Giving area and an impulse-bringing change of perspective on the product world around the subject of school, which brings new assortment connections and offers exhibitors an absolute new customer potential.
The next Ambiente will take place from February 3 to 7, 2023.