imm cologne: Pure will be "Pure Atmospheres" in 2019. A new design segment showcasing inspiring brand concepts

Right at the start of each year, the international world of interior design presents its ideas in Cologne. This is where trend scouts can discover progressive design experiments, and retailers and wholesalers can find design selected for the market in an easily accessible format. With this combination, the international interiors show imm cologne meets the needs of both a business-oriented audience of trade visitors and those of architects, interior designers and the media, who are on the lookout for global trends and innovations. Overall, what visitors value is imm cologne's comprehensive range in a compact and intelligently structured format.

In 2019, Hall 11 will be transformed into Pure Atmospheres as part of the conceptual development of the Pure design segment. The new direction means even more inspiration and emotion combined with a stronger business focus.

“We believe that the name reflects the hall's essence very well, and this is something that we want to emphasize much more strongly in future with our creative concept,” says Dick Spierenburg, Creative Director of imm cologne.

Stand: Walter Knoll, Halle 11.2

Pure Atmospheres is a spatial experience

The name Pure Atmospheres underscores the nature of the presentations in Hall 11, which is shaped by the exhibitors’ holistic interior concepts. Exhibitors will showcase inspiring brand concepts: their own take on domestic culture, their personal signature, their interpretation of good design. Here, the focus is not on the individual product but on the interaction of all the elements. When visitors enter one of the stands, they become immersed in the universe of brands such as Ligne Roset, Walter Knoll, Cor, Kettnaker, Minotti, Molteni, Flexform, Leolux, Fendi, ClassiCon, Cassina, B&B Italia, Poliform, Schramm and interlübke.

Partial opening of the stands and a more enthralling ambience

To enhance the Pure Atmospheres experience, the trade fair architecture is being opened up to provide a more enticing ambience where visitors will want to linger. With its open facades, the airier and lighter design of the aisles and a variety of prominently positioned themed worlds, Pure Atmospheres is an invitation to wander and feast the eyes.

“We want to make Hall 11 more attractive for both our exhibitors and visitors, and simultaneously accentuate its profile,” says Creative Director Dick Spierenburg as he explains the concept behind Pure Atmospheres. “This won’t take much because the exhibitors already speak for themselves,” he adds.

The generous scope of Pure Atmospheres will be further expanded with themed exhibitions, trend showcases and an exclusive gastronomy concept for Hall 11.3.

Stand: ligne roset, Halle 11.3

A contemporary exhibition concept for all the pure formats

“Our visitors expect more from a modern trade fair today than a comprehensive market overview and a showcase of innovations; they are looking for orientation and an emotional experience,” says Matthias Pollmann, Vice President Trade Fair Management at Koelnmesse. For him, this is what drives the ongoing further development of imm cologne. “What's particularly important for us is a consistent brand experience. It is the visitor experience that increasingly defines how a brand is perceived, and this is for us one of the most decisive features differentiating us from our competitors. Alongside the emotional experience, the imm cologne brand experience will also place greater emphasis on the event's business side,” he explains.

Within imm cologne, the Pure design segment is one of the trade fair's most emotional experiences. Pure is synonymous with fascinating design worlds in a host of different forms. Pure Editions showcases innovative interior design, product concepts with edition character and features the Das Haus - Interiors on Stage installation. Pure Talents is the forum for experimental design: design labs, schools, networks and the Pure Talents Contest showcase young, unconventional design. Pure Atmospheres will complete the line-up in 2019 as the youngest member of the Pure family with its focus on an inspiring design experience.

Stand: Leolux, Halle 11.2

Companies exhibiting in the Pure segment are continuously inventing and reinventing themselves - changing their direction, creating an original feel and presenting new products, designers, fabrics and living concepts.

Source: Koelnmesse
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