Ambiente 2022 is ready to welcome buyers again

As Australia’s borders are opening up to international travel, many Aussies will be looking forward to travel overseas whether it is for business or pleasure (or both).

International consumer goods show, Ambiente, is one of the largest trade fairs in the world and a great opportunity for Australian companies to source new products and keep up with the trends.

After Covid played havoc with many trade fairs around the world, Ambiente organiser Messe Frankfurt is excited to be opening up again from 11 to 15 February 2022.

So for those that are ready to kick-start their overseas trade fair travels again, here are some of the things buyers can expect at Ambiente next year.

More space and face to face interaction

“We can hardly wait to finally bring the global consumer goods industry together again at Ambiente,” says Thomas Kastl, director Ambiente Dining.

“More than 2,400 exhibitors from 74 countries have already confirmed their participation here in Frankfurt and are looking forward to the hustle and bustle on the exhibition grounds. With 272,000 gross square meters, the grounds will have an 87 per cent occupancy rate compared to the last event in 2020.”

However, in order to comply with safety distances and hygiene regulations, the hall layout will be slightly more spacious and some of the aisles will be wider than in the past to allow people to move around more freely.

“The focus next February will be on one thing above all: personal encounters, because this has been sorely lacking in recent months. The same applies to the haptic experience of the products. In my view, it is essential in our industry to perceive textures and colours with your own senses.”

Everything is new

Ambiente is the ideal platform for marketing new products internationally, for discovering innovations and for gaining new impetus, says Yvonne Engelmann, director Ambiente Living and Giving.

“You won't find the global range like this at any other trade fair,” she reiterates.

“We have great exhibitors and brands presenting their trends and latest product ranging from design-oriented suppliers such as Georg Jensen from Denmark or the Irish company Max Benjamin to new exhibitors such as Jab Anstoetz and industry giants such as Blomus, Broste Copenhagen, Dôme Deco or Eichholtz.

Sustainability is the norm

“In addition to aesthetically beautiful and trendy products, sustainability with all its facets is now a core global social and economic issue with enormous reach and significance,” says Engelmann.

“More and more people are becoming more mindful and critical when shopping, are usually well informed and ask about the origin, manufacturing conditions as well as materials of the products on offer.

“Ecologically and socially responsible exhibitors are selected by an independent jury on the basis of their application and receive an ‘Ethical Style’ mark in the online exhibitor search as well as a sign on their stand on site. The companies are selected in six different categories, such as resource-saving manufacturing, fair production or environmentally friendly materials. The importance of sustainability is already demonstrated by many of our European brands.

“The UNHCR projects, which are very close to my heart, are also an important part of Ambiente. The initiative of the United Nations Refugee Agency (UNHCR) works together with partners from the business community to secure sustainable livelihoods for refugee artisans. MADE51 is also participating again in Ambiente 2022 as part of a special presentation,” she adds.

If you can’t make it, go digital

Ambiente will be supplemented by additional digital offerings and networking formats, says Engelmann. Visitors will be able to attend live as well as network online and follow the trade show highlights in content streamings.

“For me, the whole thing is comparable to participating in a partner exchange: here, too, matchmaking happens with the help of artificial intelligence. To find the right partner, you have to invest some time in creating your profile,” she says.

“For international visitors who are not able to come to Frankfurt due to travel restrictions, Ambiente digital addition thus enables efficient networking with exhibitors on site in Frankfurt. In this way, we are taking an important step towards the future and extending the duration of the trade fair. The digital exchange is already possible one week before as well as two weeks after the event.

“In addition, our online platforms Nextrade and Conzoom Solutions have already been providing the consumer goods industry with industry-relevant content 365 days a year since 2019 and offer digital order and data management. The direct order function via Nextrade will become even more attractive and interactive in the future, as the expansion of the showrooms in 3D will ensure even more experiential shopping. Thanks to digital walk-through capability, shoppers can reach their destination intuitively and with just a few clicks,” Engelmann enthuses.

Safety comes first

To ensure safe working and networking at the trade fair in Covid-19 times, the organisers have drawn up a comprehensive safety and hygiene concept.

“At its core, this is similar to what we have come to know in the retail sector in recent months, our ‘new normal’ as it were, which we all live and implement in our private everyday lives.

“For example, an important safety factor for our customers is the ventilation of the exhibition halls: three to five times an hour, the air is completely replaced by fresh air from outside, so that a regular exchange takes place. In addition, the hall height of eight meters ensures further safety. According to the current status, trade fair participants must present a current vaccination or convalescence certificate at the entrance. There are also further measures such as online ticketing with full registration and consistent contact tracking. The safety and hygiene concept is of course constantly adapted to the regulations laid down by the authorities, which we will implement analogously in the interests of trade fair visitors.

“Stand catering and the popular show cooking program will also be possible with appropriate hygiene regulations.”