Christmasworld – The World of Event Decoration International Frankfurt Fair
“Express your dreams” – the 2009 Christmasworld Trend Show Trend expert Claudia Herke answers three questions about the special show
What will the trend colours for next season’s festive decorations be? Which themes will influence the trends and what style of product display will be needed to entice customers into your store? The trend show at Christmasworld, the leading international fair for the festive decoration sector in Frankfurt am Main from 30 January to 3 February 2009, provides the answers to these questions. The trend show in Hall 9.2 offers information on the colours, patterns and designs for next season’s party goods and Christmas decorations. The show also offers trade visitors ideas on how to put together the optimum collection, as well as inspiration for attractive window and in-store decorations.
Four trends – four theme worlds
“Express your dreams” – this year, responsibility for trend philosophy and staging lies in the hands of just one company. Claudia Herke, Annetta Palmisano and Cem Bora from style agency bora.herke researched the worlds of fashion, design and interiors and, from the results, distilled the decorating trends “Airy”, “Sweet”, “Comfort” and “Obsession”. At the trend show, a dedicated area is devoted to each trend. “Airy” is characterised by lightness and transparency. Soft pastel colours, blurred motifs and fluid structures lure the observer in to a fairylike fantasy world. “Sweet” is reminiscent of a dreamlike, fairytale setting. The colours are radiant and multicoloured and the pattern used for walls, floors and recesses is floral. The “Comfort” theme world plays around with contrasts. Here modernity meets nature and design meets tradition. “Obsession” exudes an exclusive, elegant atmosphere. Curved lines, superb high-quality materials and ornately embellished forms determine the look.
Why are there four trend themes?
Claudia Herke: “The 2009/2010 season will be highly imaginative and we want to express this in the structure of the trend show, which is designed to highlight the major influences and principle concepts of the season. There are four rooms, each symbolising one style direction. The four trends formulate consumers’ desires. Retailers take these themes into account in their in-store decorations, show them in a way which appeals to customers, based of their desires, stimulating interest for the product.”
What celebrations or times of the year are the trends suitable for?
Claudia Herke: “The four trends can be adapted to suit any decorating or living environment and provide concepts for any type of celebration at any time of year, whether it’s Christmas, Easter or a wedding reception. What is important is to use the appropriate colours, materials and designs. For example, if the changing seasons form the basis for the window display, ‘Airy’ with its lightness would symbolise spring. ‘Sweet’, with its luminous colours, would stand for summer. ‘Comfort’ represents autumn and ‘Obsession’, characterised by Christmas and New Year’s Eve, reflects winter.”
Why is a visit to the trend show worthwhile?
Claudia Herke: “The trend show offers trade visitors significant added value, because new products from Christmasworld exhibitors are featured in the display areas. Each object is marked with a name and stand number to enable potential buyers to locate and order the products quickly at the fair. In addition, the trend show lets visitors see manufacturers’ products in context, providing them with ideas on how to put together their ranges and inspiration on how to show them off in window or in-store displays.”
Guided tours and Trend Brochure
The bora.herke creative team will be offering guided tours of the trend show every day at 11.00 a.m. and 1.30 p.m. Tours depart from the lecture forum in Hall 9.2 D 91, immediately adjacent to the trend show. The Christmasworld Trend Brochure “Express your dreams” to go with the show, which contains detailed information on the Pantone colours, illustrations of the materials and trend collages, is also available to order for € 9.00. A special price of € 15.00 (plus postage and packing) applies when the Trend Brochure of Paperworld, the leading international fair for paper, office supplies and stationery, is ordered at the same time.
Background information on Messe Frankfurt
With annual revenues of € 424 million (2007) and over 1,400 employees around the world, Messe Frankfurt is Germany’s biggest fair and exhibition company. The corporate group has a global network of 29 subsidiaries, five branch offices and 48 international sales partners, which represent Messe Frankfurt in over 150 countries of the world. Events ‘made by Messe Frankfurt’ are held at over 30 venues worldwide. In 2007, the Messe Frankfurt group organised a total of 112 fairs, 68 of them outside Germany.
At present, the Exhibition Centre can boast 322,000 square metres of exhibition space with nine exhibition halls and a congress centre. The company is publicly owned with 60 percent being held by the City of Frankfurt and 40 by the State of Hesse. For further information: www.messefrankfurt.com
