New initiatives and refurnishing of the fair
The fair is continuing to grow and strengthen its position as the world’s largest and most important meeting place for Scandinavian design. The number of foreign visitors at this year’s fair increased by 6.5% to almost 10,700. Approximately 80 countries were represented, which is not only an all-time high for the fair, but also a considerable increase from the 60 countries that were represented in 2017. In total, we drew more than 40,500 visitors.
We must continue our efforts to adapt and improve the fair in order to respond to this growth and maintain our position. We will therefore simplify the segmentation of the halls in 2018 and increase the number of interesting brands. It is our goal to create three equally strong halls, which means that every aspect of the fair needs to be attractive and interesting. The aim is for exhibitors to be able to increase their reach among visitors (both domestic and international) in their target markets, make better deals and enjoy even greater returns from their participation.
Halls A and B – Public Environment & Design
A steadily increasing number of firms are looking to display furniture in a public environment with a focus on design. We will therefore continue to streamline Halls A and B, thus creating a space where visitors will meet industry-leading and influential companies in this segment.
Hall C – Contract & Home, Home Furniture and Home Lighting
The traditional distinction between home and public environments is becoming increasingly blurred. As these two segments overlap, more and more companies are becoming active in this area. We will therefore both expand Contract & Home and strengthen its offer by adding more influential brands. Hall C will also be home to companies within the Home Furniture and Home Lighting segments.
Hall C – Greenhouse moves!
In order to create continuity and give Greenhouse a clearer framework, we have chosen to move our department for young, unestablished designers to a single area in Hall C. A designer will design the new Greenhouse area, which will serve as an attractive focal point and create a positive dynamic in the hall.
Victoria Hall – The Design Bar and Stockholm Design & Architecture Talks move
We will continue to invest in knowledge and competence at the 2018 fair, and Design Bar and Stockholm Design & Architecture Talks will be combined in Victoria Hall. Stockholm Design & Architecture Talks, the fair’s forum for knowledge and discussion, will also be extended from four to five days. The forum will raise discussions on relevant industry issues together with leading names in the area of design and architecture, and its new location in Victoria Hall will also be designed by a designer.
In order to strengthen the meeting place further, there will be several high-level inspirational exhibitions at the fair.
