Published on : Monday, October 28, 2013
In collaboration with the German trade association Matratzen-Industrie e.V., at imm cologne has developed a new concept that extends into Hall 5.2 in addition to the traditional Sleep location in Hall 9. The response to the new offer has been outstanding – after all, both halls are completely booked and impress with a very well balanced mix of market leaders, premium suppliers and consumer-oriented manufacturers. Tempur and Schlaraffia/Recticel will mark the entrance to Hall 5.2 as visitor magnets, while the Sleep Lounge will connect the two halls with the theme of “Neuromarketing”.
For 2014 the plan was to modify the Sleep concept since demand far exceeded the amount of space previously available in Hall 9, meaning that there was no more room to offer to new and returning exhibitors. During ongoing discussions with the German trade association Matratzen-Industrie e.V., Koelnmesse was finally able to come up with a flexible solution to satisfy everyone: the area in which beds as well as mattresses and sleep systems are displayed has now been extended to Halls 5.2 and 9, which are located opposite each other. In terms of both content and artistic design, the theme of the Sleep Lounge area in 2014 will pick up on the conceptual solidarity of the two halls.
The market has responded very well to the new approach – both halls with 12,000 square metres have already been completely booked by over 100 companies from 20 countries, including many market leaders and, fortunately, important exhibitors returning to imm cologne. In addition to Tempur, Schlaraffia/Recticel has also decided to return in 2014. Bast, Hüsler Nest, ADA, Veldemann, HGC, Joka, Norma, Profine, Delux, Cubera, Breckle, Fey & CO., Hilding Anders, Dunlopillo, Rummel, Badenia, Diamona, Mezelder, Fan, Oschmann, Auping, Femira and Froli have confirmed their participation as well.
The companies Tempur and Schlaraffia/Recticel will mark the entrance to Hall 5.2 – essentially acting as the driving forces.” Dr. Ulrich Leifeld, managing director of the German trade association Matratzen-Industrie e.V., also agrees: “This was the right decision. Otherwise we never would have been able to serve important players, many of whom we unfortunately had to turn away in 2013.”
As usual, the mattress association’s Sleep Lounge area will be located in Hall 9 and is meant to serve as the industry’s communication centre. It will once again feature the meet@sleep party traditionally held on Tuesday during the trade fair. This coming January this area will be completely devoted to the topic of “Neuromarketing” – the entire stand will be staged as a walk-in installation of the human brain.
Koelnmesse’s plans already extend well beyond January 2014. After all, the fact is that there is much more room for expansion in years when imm cologne/LivingInteriors are held together at Cologne’s fairgrounds than in years when imm cologne/LivingKitchen are combined, as will be the case in 2015.