Creativeworld sees itself as a partner and advisor to the DIY sector. It works jointly to create future solutions, with the aim of developing the DIY sector successfully further. This shows, among other things, how the retail trade can hold its ground at the point of sale, open up new target groups, and thus generate greater sales revenue. Here is an essential way of going about it: observe your customers, not your products. Along with "location, location, location", now the focus in speciality stores is on "customer, customer, customer", since understanding the customer and gaining his loyalty will be vital in securing the future.
The creative customer wants to create things himself, in accordance with his own ideas and imagination. The search for something special and unique drives him on. With this in mind he seeks partners, who show him products, materials and techniques. He wants to be inspired and professionally advised, and he is looking for products which are tailored to his needs. Speciality stores and retailers are thus a good meeting point, for they offer product selection and personal advice.
This is where Creativeworld comes in: it is a strong partner for the retail trade, making it fit for the future. It unites a mix of techniques and ideas and promotes a lively exchange of opinions and experience.
Creativeworld shows the trends of tomorrow, special presentations on sector-relevant topics, and offers workshops and product presentations for the retail trade. For at the strongly competitive point of sale each retailer must emphasise his areas of core expertise if he is to gain the customer. For the speciality retailer this strength lies in personal advice and visual approach. On the four days of the fair numerous examples will be presented to show how the speciality retailer can attract new customers through an individual approach and the courage to accept what is new and unusual.
Concept area: Urban Art Lab: Education
Street art and graffiti are cool, young and dynamic; they speak to teenagers, but to adults as well, and offer an exciting supplementary range to creative speciality retailers and the toy trade. Together with Carlos Lorente, managing director of Style Scouts - Graffiti Akademie, Messe Frankfurt has developed a concept area in Hall 4.2 (Stand D11) entitled Urban Art Lab: Education. "To learn graffiti there are millions of sites on the net, but no-one tells you there which tools are the right ones and which materials are needed. To find out, you must rely on advice from professionals", says Carlos Lorente. It is these very professionals which he sees in speciality retailers. For advice and service are the aspects most emphasised there. "Graffiti is so many-sided that you can quickly lose the overview: which spray can is suitable for inside and which for outside? Would I do better to use a paint or graphic marker, and for which underlays – such as wood, concrete, textiles or paper – do which products fit best? In the concept area at Creativeworld my team and I will be answering just such questions", says Lorente. The central aim of the Urban Art Lab is to make the retail trade aware of this exciting subject. It is very important for the speciality retailer to recognise that knowledge and expert advice are the essential and absolute ingredients of business success. Through various teaching tools, such as workbooks, tutorials or information pillars, the concept area will supply knowledge. In addition, internal training courses and workshop events will be presented as methods of knowledge transfer, and the wide range of tools can be tested in the area under professional instruction.
Creativeworld Academy: creative hotspot
The creative centre of the event will be the Creativeworld Academy. Here on all four days of the fair the visitor will be able to see what new products are available, what creative techniques are in vogue, and what topics are engaging the sector. "The fact that our workshops in the Creativeworld Academy are so highly frequented speaks for itself", says Michael Reichhold, head of Creativeworld at Messe Frankfurt Exhibition GmbH. "The 40 workplaces with which we provide to trade visitors free of charge are in great demand and always fully occupied. That is something which our exhibitors appreciate, too, who showcase their latest products on the large stage." The list of participating firms reads like the Who's Who of the creative sector: Botz, Cadence Art, Derivan, Dremel from Bosch, Frechverlag, Graine Creative, Jaccquard Products, Marabu, Rayher, Royal Talens, Tombow and many more can be seen from 25 to 28 January 2020 in the Creativeworld Academy.
Martina Lammel, designer and TV compere, leads us through the varied programme: "In the Academy trade visitors will have an opportunity to discover materials and techniques not just objectively. We use our creative topics to convey more than just products, but emotions, too. It is extremely worthwhile to pass on your own positive experience to the customer in the shop.
I am thrilled by the dynamism and the exchange of information which develop during the presentations. The direct feedback from the participants is incredibly valuable when it comes to developing the products further."
Creativeworld Trends 2020-21: work in progress
The coming creative trends will be given a vibrant setting by Stilbüro bora.herke.palmisano, as commissioned by Messe Frankfurt, in Hall 4.1 (Stand F52/53). They will be providing a truly endless wealth of creative ideas. The particular benefit for trade visitors lies in the creative realisation of the individual themes. Here you will find inspiration for your selected range and the design of your own shop window or shop floor. For at Creativeworld Trends DIY is something you can experience: all items on show will have been made especially by creative teams of designers and artists. They will be unique products, created from the exhibiting firms' latest products. And the products, materials and tools will also be exhibited, so that trade visitors can trace the actual creative process.
"For the 2020-21 trends we are emphasising the process of creation. During this intensive preoccupation with materials and techniques, nothing stands in the way of discovering new ideas. We call on everyone to transcend boundaries and to accept unsuccessful attempts, in order to identify new possibilities", says Claudia Herke, designer of Stilbüro bora.herke.palmisano. "Mixed media are the key to creativity. There is no one technique for a special product; instead variety is created by trying things out experimentally."
Three style worlds have been created, work-out, re-form and up-date, all linked by one thing: being open to what is new.
In the Trend Area Messe Frankfurt will be providing audio-guided tours in German and English. Trade visitors will be able to listen to these via the Creativeworld app.
Creative Impulse Award celebrates fifteenth anniversary
The Creative Impulse Award is the most important prize for hobby, handicraft and artists' requisites and, in collaboration with bit publishers, will be awarded for the fifteenth time at 12 midday on 25 January 2020. And this time there will be two new categories: along with the customary prizes – Creative Product, Creative Tool, Creative Complete Set and Creative Book – the 2020 event will also see an award for the Artists' Product of the Year. This will cover products such as brushes, easels or paper. Plus, for the first time, there will be a special category: Sustainable Product. This award will go to one product from all submissions. All products submitted will be featured in a Special Exhibition in Hall 4.2 (Stand F45/46), providing trade visitors with a unique overview of the highlights for their creative range.
By using the Creativeworld Event Calendar manufacturers and trade visitors will be able to plan their visit to the fair, taking their highlights and appropriate workshops from the complementary programme and putting them together individually: creativeworld.messefrankfurt.com/eventkalender
All special shows and workshops are included in the entry price.
A trio of fairs: it's worth taking a wider view
Valuable synergies for Creativeworld buyers are offered by the two other fairs which are held at the same time: Paperworld, international trade fair for paper, office supplies and stationery, and Christmasworld, leading international trade fair for seasonal and festive decoration. For the themes of DIY, decoration, gifts, writing and handicrafts are moving ever closer together in the retail trade and ultimately among end consumers. Thus this trio of trade fairs brings additional business incentives and contacts: for example, for a significant expansion of product range through suitable supplementary products. Thus the trip to Frankfurt will be triply worthwhile.
The next Creativeworld will take place from 25 to 28 January 2020.
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Creativeworld is the world’s leading trade fair for the international hobby, handicrafts and artists’ requisites sector. In 2019, a total of 362 exhibitors from 44 countries made presentations to 9,152 trade visitors. At Creativeworld, exhibitors show their latest products, techniques and materials for decorative crafts, graphic and artists’ requisites, handicrafts, textile design and creative hobbies. And, as a trend and business platform, the trade fair is the first important venue of the business year. Creativeworld is the ideal order platform for the wholesale, retail and specialist trades, DIY markets, garden centres, the internet and mail-order trades. With its multi-faceted complementary programme of events, Creativeworld is a source of new ideas, inspiration and expert knowledge
Conzoom Solutions – the platform for retailers
Conzoom Solutions is a knowledge platform that offers the consumer goods industry a wide range of studies, trend presentations, workshops and guidelines for the point of sale. It provides a complete overview of Messe Frankfurt’s international portfolio in the consumer goods sector – bundling a wide range of information for retailers. www.conzoom.solutions
Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With more than 2,500 employees at 30 locations, the company generates annual sales of around €718 million. We have close ties with our industry sectors and serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of the Group’s key USPs is its closely knit global sales network, which extends throughout the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. Headquartered in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
For more information, please visit our website at: www.messefrankfurt.com