Exceptional ambience for innovation21.12.2018
With its unique exhibition layout, ARCHITECT@WORK has always been special. December 2018 marked the event’s first appearance in the new Paul Horn Halle (Hall 10) of Messe Stuttgart, at which 216 selected exhibitors were in attendance. Despite being held in a new hall, the exhibition stands were once again presented in the unique layout style. Separated by black Molton curtains, four corner units were set up in each box, allowing exhibitors to showcase a wide variety of products, concepts and strategies. In each box, a multimedia console for the PC or laptop of the exhibitors takes centre stage. “Innovations are the focus of ARCHITECT@WORK. Accordingly, only new and innovative products that have first been approved by a panel of judges may be showcased,” explains Barbara Lagae, Exhibition Manager of ARCHITECT@WORK.
The event and innovations on show attracted almost 3,000 registered trade fair visitors, each of whom gain free access to the event as industry members. The exhibition concept offers advantages for both sides. The visitors only see innovations and therefore know in advance that the exhibition will be worth visiting. And on-site they meet the manufacturers of new products and not traders, guaranteeing more qualified technical discussions. The exhibitors can concentrate fully on their innovations and do not have to worry in advance about the size of the stand, stand construction, technology and catering. Refreshments were provided in the aisles between the modules, and included hot and cold drinks as well as snacks. These lounge areas were equipped with small tables, chairs and more comfortable furniture, offering the perfect place to chat and discuss the products showcased.
ARCHITECT@WORK originated in Belgium before branching out to 15 countries. It is chiefly held in Europe, but also in Switzerland, Turkey and Canada. The locations within the countries are always changing. In Germany, ARCHITECT@WORK events are held in three different cities every year. “Within just two years, we put on 28 events,” reveals Lagae. Adding: “In our experience, architects prefer not to travel too far, which is why our concept of bringing the trade fair to the visitors has been such a success.” Besides innovative products, industry members are also treated to a special show, the theme of this year's show being “Textiles in architecture”. Last but not least, both days of ARCHITECT@WORK also feature a high-profile programme of supporting events, including lectures on selected projects in the fields of architecture, landscape design, engineering and design. Benefits of the Paul Horn Halle: The exhibition area, special show and academy were accommodated very close to one another within the hall and all had plenty of space.
For Messe Stuttgart, it is always surprising to see how the halls can be transformed by a special layout. “Both me and my team were very impressed by the ARCHITECT@WORK layout. The new Paul Horn Halle is the perfect venue for such an event, with its laminated timber roof beams arching above the hall’s central aisle. It’s ideal,” says Stefan Lohnert, Vice President of Guest Events at Messe Stuttgart.
For more information, visit: www.architectatwork.com
GV_18_PM16_Bild_1: ARCHITECT@WORK is characterised by the unique and uniform layout of the exhibition stands, each of which feature four corner units and are accessed through Molton curtains. Only genuine innovations may be showcased. (COPYRIGHT Laura Thiesbrummel)
GV_18_PM16_Bild_2: It is clear from the view into the hall that the unusual exhibition layout helps trade fair visitors find their way around. (COPYRIGHT Laura Thiesbrummel)
About the ICS of Messe Stuttgart:
Ease of access, size and versatility: That’s what sets Messe Stuttgart apart. With total earnings of € 131 million and a profit of € 17 million, Messe Stuttgart is one of Germany's leading trade fair companies. Every year over 22,500 exhibitors present their products and services to up to 1.2 million visitors on a hall area of 120,000 square metres, on an outdoor area of 40,000 square metres and in around 33 rooms that offer flexible use in the adjoining ICS (International Congress Center Stuttgart). The location of the sustainably constructed trade fair and congress centre alongside Stuttgart Airport, with its direct links to the A 8 motorway and public transport offers perfect conditions for getting to and from the site. The ICS offers space for up to 10,000 visitors. Messe Stuttgart and the ICS are internationally acclaimed locations for top-class trade fairs, congresses and conferences, as well as corporate functions and events of all kinds.
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