With its previous campaign, the Brussels Furniture Fair planted a seed for a brighter future; but this year's campaign visual shifts the focus onto how industry professionals can grow towards this future. Because in Brussels, entrepreneurs come together to make progress, to make their business grow. A theme which, moreover, is also relevant to the fair itself.
With this campaign, the Brussels Furniture Fair presents a sequel to last year's theme, but with a shift in emphasis. Because alongside the theme of 'growth', organisers also underline the importance of a warm home. A universal conviction, which the sector is committed to together.
The Brussels Furniture Fair is the home of one's furniture family, where the concepts of tradition, contemporary reality, future, innovation and dreams all come together, are put into context, and form a unified whole. It is the place where the experiences of the past year are shared, where professionals note the progress made by colleagues, and where design enthusiasts acquire the necessary knowledge to bring about the growth one desire for oneself.
Growth
Growth is a process. It starts with a healthy environment, forms a solid foundation and then blossoms. It is a process in which patience and an eye for your surroundings exert an extremely important influence.
In recent years, organisers have worked flat out to create a solid foundation, illustrated today by the rooms that anchor themselves throughout the campaign video. This foundation is needed to offer the necessary certainty and continuity to our exhibitors and audience.
This is something which can now be built upon. As well as an expanded high-quality offering of indoor furniture and bedroom collections, this year organisers have shifted the focus to strengthening the current offering and reaching a wider audience by integrating and/or expanding design, decoration, outdoor and lighting. This too is a process in which patience, small steps and carefully considered choices are key.
'Whenever there's talk of growth within the trade fair world, people are usually thinking in terms of occupied surface area. This is certainly one part of the picture, but definitely not the most important. The Brussels Furniture Fair is above all about a high-quality and realistic offering, combined with the prospect of an enjoyable and efficient visit. Last year, the Furniture Fair was 100% fully booked for the first time in years. Unfortunately, this meant we had to disappoint exhibitors, such as Bellus last year, and tee them up for the next edition. This year, we're delighted to announce that they will be exhibiting at the fair in Hall 3, and we're convinced that they will offer added value. This prioritising of added value above numbers is a decision that we're convinced will bear fruit in the long term, and we hope that our current players also see this as an investment in them,' the organisers say.
BDI (Belgian Design Island)
Just like in nature, growth and development are also a result of symbiosis. What influence do multiple elements exert upon each other when you bring them together?
With the Belgian Design Island, organisers aim to put our Belgian designers in the spotlight, and simultaneously address a wider audience in both the private and the contract markets. They're creating a separate hub for design and decorative objects, from furniture to lighting, from textiles to carpets. With a focus on creative must-haves that can make all the difference in both the private and the contract markets.
Belgian Outdoor
Event been wanting to integrate outdoor furniture into our offering again for some time now. And when you hear that many of the most successful outdoor brands are based in Belgium, this seems self-evident. But where do you start? Exhibitors only come if you have their desired target audience, and visitors only come if you have the offering they're looking for. What's more, many of them are no longer seeking distribution points.
Belgian Outdoor will be ready for visitors in Hall 3, and is being realised in collaboration with Fedustria.
Brussels by Night
The trend that was kick-started over the past 2 years continues to develop. Brussels by Night is 'the place to be' for the BENELUX market and surrounding countries. But interest has also been awakened beyond these geographical boundaries with Viking Beds, Treca, Sleepeezee, Gomarco and Serta who are coming to enhance our bedding hall.
Lighting
The lighting offering is also gaining continuity, and is slowly taking up more and more space at the Brussels Furniture Fair. Exhibiting (again) this year are: Expo Trading Holland, Masterlight, Trio Lighting, Lucide, Marckdael, Fantasia and Light Trend.
Inspiration and efficiency
Regardless of the era we live in, there is one constant that never loses its value: time. That is why organisers prioritise offering an enjoyable and efficient visit to our fair. The 7 occupied halls were not originally selected at random. They allow you to visit the whole fair in a single flow with no need for U-turns. In an area of 42,000m², every step counts.
More information:
Brussels Furniture Fair
www.furniturefairbrussels.be