Interior world Pure: Tradition meets innovation

Pure presents the avant garde of international design in various interior worlds. In Pure Atmospheres, for instance, visitors can immerse themselves in densely atmospheric lifestyle scenarios: this is where companies can stage their brand worlds on a grand scale. By contrast, the gallery-like design of the Pure Editions halls gives design labels the opportunity to present their brand essence and the major interior trends in concentrated form. And in between, there’s plenty for visitors to discover at various events: fascinating showcases, young design and informative forums.

The Pure exhibitors are experts at reinventing themselves: with a different emphasis, an original atmosphere, new products, designers, fabrics and interior concepts. New product developments generally follow the precedence set by creative principles. It’s this dedication to design and the desire to innovate that represent the common ground between exhibitors in this section of the fair.

Diverse product ranges and interior styles are the hallmarks of Pure. The exhibitors in this section of the fair are renowned for their unusual but thoroughly liveable ideas, for design-inspired furniture in high-end quality, and above all for their authentic design – because every new product bears the signature not just of a designer but of a producer as well.

Here, brands stand for themselves – for their design, their philosophy, the quality of their workmanship and their own style. And transcend national taste preferences and styles – because Pure is as international as the world of design it depicts. Every booth is its own world of style.