In line with almost all international exhibitions in recent months, Interzum is adapting to the continuing pandemic,  eschewing the globally important physical Cologne event for a digital-only options – ‘interzum@home’ – as well as the hybrid option of an ‘interzum@home hall’, a physcial presence with three preset booth sizes, which the organiser says will be the best of both worlds.

“With interzum 2021, we’ll again be offering suppliers to the furniture industry and interior design sector their global stage for new products and trends, with an even more extensive digital offering,” says Matthias Pollmann, vice president Trade Fair Management at Koelnmesse, in a clear statement on interzum’s consistent digital evolution.

Matthias Pollmann, vice president Trade Fair Management at Koelnmesse

“We know that many companies are in favour of a purely digital event because of the uncertainty surrounding the development of the pandemic right now. That’s why we’ve decided on a concept with participation options that offer the greatest possible degree of flexibility, with a clear focus on the digital presence and therefore on interzum@home,” continues Pollmann.

“Even though a presence on interzum@home is already included with a classic, physical presence at the trade fair for all exhibitors, in the face of the current challenges we’re acting on a request voiced by many of our exhibitors: we’re now also offering every company the option of purely digital participation on our new interzum@home platform,” explains interzum director Maik Fischer. 

interzum director Maik Fischer

“Various digital-only packages will be available for the purpose, allowing companies to participate solely in the form of a digital presence on interzum@home 2021 – a presence that’s a perfect fit with their needs. In addition, there is another new alternative for participation that serves as a kind of intermediary between the two possibilities outlined above: the option of taking part in the ‘interzum@home hal’, where Koelnmesse will provide interested exhibitors with a physical trade fair presence that includes the construction of an attractive booth in three different sizes and can be used as a springboard and connecting element between the trade fair in Cologne and the exhibitor’s interzum@home presence. 

“With this additional exhibition format, we’re offering companies the right framework for a safe and upmarket presentation in a compact space. This allows exhibitors to benefit from a top-class setting at the physical interzum 2021 in Cologne while simultaneously making use of the opportunities presented by the new digital platform interzum@home. That way, exhibitors get the best of both worlds, so to speak,” says Fischer of the new optional form of participation.

The scale of the interzum halls should well be able to provide a safe and practical space to visit

The goal of the new digital trade fair platform “interzum@home” is to use the new digital channel to increase overall reach. The components of this platform, which can certainly be considered state of the art, provide various possibilities for interaction, including digital showrooms, stages, workshops and cafés. Even in the face of the corona pandemic, this ensures interzum will reach a global audience that goes beyond the protagonists at the venue. Broadly speaking, the main emphasis of interzum@home is on knowledge and content, the experience and socialising, like at the event in Cologne – but obviously always with fluid crossovers and connections. Networking is the connecting link between offline and online.

Complemented by the digital stage provided by interzum@home, interzum the organiser is confident that the event is and will remain the leading platform for the furniture production and interior finishing industry. As the world’s leading event for the sector, it will remain a dependable event for new business opportunities – even in these challenging times. Interzum doesn’t just depict the entire market, it also shows the trends that will influence the next few years and thus provides orientation for the industry; it permits face-to-face interaction and is an emotional experience.

As this interzum is the first of the post-Brexit era, British visitors were expected in good numbers, and this may still well be the case with the physical 'interzum@home hall' option, but I rather imagine many more will be readily partaking of the online version – 'interzum@home' should be a terrific event to virtually attend.