New interior world at imm cologne 2019: Pure Atmospheres. (Illustration: Dick Spierenburg)
In 2019, Hall 11 will be transformed into Pure Atmospheres as part of the conceptual development of the Pure design segment. The new direction means even more inspiration and emotion combined with a stronger business focus. “We believe that the name reflects the hall’s essence very well, and this is something that we want to emphasize much more strongly in future with our creative concept,” says Dick Spierenburg, Creative Director of imm cologne.
The name underscores the nature of the presentations in Hall 11, which is shaped by the exhibitors’ holistic interior concepts. Exhibitors will showcase inspiring brand concepts: their own take on domestic culture, their personal signature, their interpretation of good design. Here, the focus is not on the individual product but on the interaction of all the elements. When visitors enter one of the stands, they become immersed in the universe of brands such as Ligne Roset, Walter Knoll, Cor, Kettnaker, Minotti, Molteni, Flexform, Leolux, Fendi, ClassiCon, Cassina, B&B Italia, Poliform, Schramm and interlübke.
The opened up trade fair architecture is intended to enhance the experience of imm cologne. (Illustration: Dick Spierenburg)
An opened up trade fair architecture is intended to enhance the experience of Pure Atmospheres. With its open facades, the airier and lighter design of the aisles and a variety of prominently positioned themed worlds, the new designed Pure segment is an invitation to wander and feast the eyes.
“We want to make Hall 11 more attractive for both our exhibitors and visitors, and simultaneously accentuate its profile,” says Creative Director Dick Spierenburg as he explains the new concept. “This won’t take much because the exhibitors already speak for themselves,” he adds. The generous scope of Pure Atmospheres will be further expanded with themed exhibitions, trend showcases and an exclusive gastronomy concept for Hall 11.3.