Craft Focus - October/November (Issue 75)

Messe Frankfurt recently launched the Conzoom platform – how does it work? Whether it’s a bricks-and-mortar retailer, online shop or multichannel provider, all must cope with the challenges posed by the consumer goods market and the high velocity of change. If they’re to be successful, retailers must combine the real and virtual worlds in an innovative fashion. Conzoom Solutions is Messe Frankfurt’s cross-fair platform and covers the whole consumer goods segment both in content and in the portfolio of events, both national and international. We’ll be providing the German and European retail trade with ideas to guarantee it stays at the forefront of knowledge, benefits from best practice and continues to invite customers to spend time in-store making craft purchases. Brexit has created uncertainty for UK retailers – do you expect to see any impact on 2020’s shows? Things are a little unknown right now for UK retailers and exporters, but we’ve found that on the face of it, businesses are determined to make the best of the situation. Visitor attendance from the UK was up 17 per cent in 2019 compared to 2018, and exhibitor applications have increased this year on last, showing that British businesses are still flocking to Creativeworld to meet industry players. Depending on what happens in October, it’s possible we may see an impact in 2020, but as the world’s number one show for the creative industries, we expect this to be minimal. UK companies know that attending events is vital to maintaining international relationships. How has the creative industry changed and evolved in recent years? Digitalisation has had a seminal impact on the sector. In today’s busy working world and in the private sphere, we are driven by a rapid pace of change. Our smartphones are always with us and we can be reached all the time, but human beings don’t seem made for this. The consequence is a rediscovery of individuality and creativity. Many people, the younger generation in particular, have become aware of what is tried and tested. Instead of swiping and scrolling their smartphones, they want to utilise their senses again. They want to work with their hands – with creative concrete for example, which can be kneaded. Adults are going back to crayon work and relaxing in the process, and young people are knitting and weaving baskets. People want original things made with their own hands. They don’t need to be perfect, just individual and creative. The internet is playing a major role too. Through the many blogs and manuals on YouTube, arts and crafts have shaken off their dusty image to become an exciting prospect for enthusiasts. Quality expectations have changed with regards to both products and supplies. People are prepared to spend money on good materials. What are you personally looking forward to at Creativeworld 2020? I’m particularly looking forward to street art education and the trend presentation with both subjects geared to the future. I’m fascinated by the artistry that underpins graffiti and the creativity it exudes. I’ll also be looking forward to seeing trends from around the world. All exhibits to be shown in the trend area have been made for the show. We have a team of designers and creative artists who spend four weeks shaping things by hand, painting, knotting, creating pottery and producing individual pieces. The exhibition will also showcase the tools and products that have been used to create each item. Of course, I will also be excited to see the latest launches from manufacturers from all over the globe. I’m always surprised to see how many new things there are to be discovered at our fairs. What are your expectations for the creative industry throughout 2020? The sector is confronted with a constant supply of innovations, with fresh ideas and materials in high demand. End users are raising their standards and are looking for service, a genuine experience and expert advice. To this end, retailers must train their staff to supply high-quality shop window and store design as well as the latest products, tools and materials. This is the only way they’ll be able to survive at the strongly competitive point of sale. creativeworld.messefrankfurt.com paperworld.messefrankfurt.com christmasworld.messefrankfurt.com “Retailers must train their staff to supply high-quality shop window and store design as wel l as the latest pr oducts, tools and materials. This is the only way they’l l be able to survive at the str ongly competitive point of sale.” 30