The Pure Atmospheres themed area presents the state of the art in the premium segment of interior design. Hall 11 at imm cologne 2021 is once again set to be the heart of the global interior design industry. With the introduction of conceptual changes to provide targeted stimulus for new business, the event is perfectly timed to support the industry’s relaunch in the face of the coronavirus crisis.
The team led by Matthias Pollmann and Claire Steinbrück has a clear goal: The entire interior design scene is to gather in Cologne in January 2021 for the first time since the start of the crisis. Brands such as Brühl, ClassiCon, Minotti, COR, Flexform, Edra, Schramm Werkstätten, Team 7, Prostoria, Leolux, Baxter and Giorgetti will present their holistic interior philosophies within the Pure Atmospheres interior world. These brands all stand for continuity, creativity and change simultaneously – for them, imm cologne is an opportunity to generate sales right at the start of the year. “The focus on business is something that we will be able to experience clearly in January,” says Matthias Pollmann, Vice President Trade Fair Management. “Due to the current situation, we are still holding many discussions, both with various market leaders and exciting hidden champions. This makes me confident that we will be able to add some interesting brands to the list of names by the end of October. Our objective is to give the industry the best possible trade fair experience with imm cologne. But to achieve this, we need the industry to be committed to doing business again,” he adds.
Conscious of its responsibility as a host for the industry
Pure Atmospheres in 2021 will be experience-driven and offer an ambience of an exceptional quality despite the extensive protection and hygiene measures. With its quarter-open facades, spacious aisles and prominently positioned event areas, Pure Atmospheres is an invitation to soak up inspiration and information. “Trade visitors, the media and interested consumers expect more from a modern trade fair today than a comprehensive market overview and a showcase of innovations; they are looking for orientation and an emotional experience. Certain elements, however, will have to be scaled back due to COVID-19. Our focus is on providing the ideal environment to do business. But going beyond that, Hall 11 will also be an outstanding experience,” says Dick Spierenburg, Creative Director of imm cologne. “We are absolutely conscious of our responsibility,” adds Pollmann. “imm cologne 2021 will be the first major appearance for international design labels since the spread of the coronavirus pandemic – and hence the first opportunity to create personal touchpoints for industry decision makers. This undoubtedly gives the trade fair a unique significance as a starting signal for the launch of the new commercial year in 2021,” explains Pollmann.
Hall 11 is an interplay of numerous different design elements. It is this interaction that turns Pure Atmospheres into an interiors experience. Alongside product showcases by exhibitors and presentation formats such as Pure Platforms, which will appear in the hall for the first time, Hall 11 will feature The Stage and “Das Haus”, the imm cologne design installation.
Pure Platforms moves to Hall 11
Pure Atmospheres will be ideally accompanied by Pure Platforms, which will present selected product ranges for various sectors, including the hospitality industry. This provides added value for target groups such as the contract business. Pure Platforms offers young companies and first-time exhibitors the right setting for an excellent trade fair appearance in a compact area with the combined benefit of easy planning. The segment brings together a highly diverse range of interior design. The variety of products on display in the exclusive Pure environment is as inspiring for visitors as it is attractive for exhibitors. Alongside established furniture brands, trade visitors can discover home accessories, lighting, wallpapers and related interior decor product ranges in Hall 11 – all condensed in a compact space and presented in an open, coordinated exhibition architecture. Deliberately restricted to a limited number of areas, Pure Platforms will be located on all three levels of Hall 11, close to the south escalators on each floor.
The Stage – the trends for the interior design year 2021
The imm cologne trends forum The Stage will again play host to discussions and responses to current issues in the world of interior design this coming January – this time in a new location in Hall 11.3. Here experts will talk about trends in home living, designers will shed light on their concepts, and industry insiders will discuss future developments. As in previous years, the 2021 talks forum, which is probably the most respected in Europe among the trade audience, will provide an overview of the latest directions in interior design.
The highlight event “Das Haus” celebrates ten years with “Das Apartment HAUS”
imm cologne 2021 is also a special year for “Das Haus”, one of the design highlights at the Interior Business event. Normally a guest of honour – a designer or a team of designers – is invited by imm cologne to bring to life their very personal vision of home living today and tomorrow. The tenth anniversary edition will not only see “Das Haus” move to a new location; the special design showcase at imm cologne will also take a new direction with an updated concept and content. The special edition is devoted to long- and short-stay apartments, a type of residence currently in high demand. Instead of selecting one designer, the organisers have invited three designers or design teams – all of whom have previously realised an interpretation of “Das Haus” in Cologne – to collaborate on the installation.
Koelnmesse – Global Competence in Furniture, Interiors and Design: Koelnmesse is the world’s top trade fair organiser for the areas of furnishing, living and lifestyle. At the trade fair hub of Cologne, the leading international fair imm cologne as well as the trade fair formats of LivingKitchen, ORGATEC, spoga+gafa, interzum and Kind + Jugend rank among the internationally renowned and established industry meeting places. These fairs comprehensively represent the upholstered and case furniture segment, the kitchen industry, the office furniture sector and outdoor living as well as the innovations of the furniture supply industry. Over the last few years, Koelnmesse has specifically added international fairs in the most important fast-expanding markets to its portfolio. These include idd Shanghai, interzum bogotá in Bogotá, interzum guangzhou in Guangzhou and Pueri Expo in Sao Paulo. With ambista, the online portal for the interiors business, Koelnmesse offers direct access to products, contacts, expertise and events relevant to the industry all year round.
Further information is available at: www.global-competence.net/interiors/
Further information about ambista: www.ambista.com/
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