Reinvents itself with “Work Culture Festival” and more event character

A shortened trade fair runtime, new hall planning, highlight themes, digital innovations and more event character: yesterday evening, Koelnmesse together with Industrieverband Büro und Arbeitswelt e.V. (IBA) presented the new trade fair concept for Orgatec from October 22 to 25, 2024 at a press dinner in Frankfurt am Main. The modern working world is undergoing major changes, and so are the requirements for trade fairs. In order to do justice to this development – which was already evident at Orgatec 2022 despite good results – Koelnmesse, together with IBA, conducted a comprehensive survey among trade fair visitors in order to record the changing needs of visitors.

“Based on the survey results, we have realigned the concept of Orgatec in close cooperation with the IBA. In 2024, the trade fair will focus on essential industry topics, intensify the discussion on site as well as in the run-up to the trade fair, and place particular emphasis on networking and personal exchange among participants,” explained Matthias Pollmann, Vice President Trade Fair Management at Koelnmesse, in Frankfurt. Helmut Link, Chairman of the IBA, added: “In addition to the growing importance of on-site dialog, the visitor survey also showed that our stakeholders see the trade fair as an opportunity to experience various approaches to new forms of working up close and live. Thus, Orgatec is and remains an important event for our industry. But: Orgatec is no longer the place for product shows and ready-made concepts alone; rather, we have to design solutions together in the process. That is why Orgatec must expand: We need a platform where we can explore different areas together with the visitors.” Daniel Kittner, member of the board of the IBA adds: “We as the IBA have always worked constructively with Koelnmesse on the further development of the trade fair. But it was now clear to us: an evolution of the trade fair concept is no longer enough for 2024, we need a revolution and have to do things fundamentally differently so that Orgatec will continue to be successful and inspire visitors in the future. Because their expectations with regard to trade shows have clearly changed after the pandemic.”

Even if next year’s Orgatec cannot yet present a completely new set-up in all areas, it already intends to offer various fresh approaches. At the heart of the new concept are the Focus Areas located in each hall with their individual focal points and worlds of experience. These areas will feature topics relevant to the target group and offer trade fair participants a holistic insight into the latest trends and developments relating to the future of work. With this marketplace concept, Orgatec 2024 aims to become an interactive hub for thought-provoking ideas, exchange and shaping the working world of tomorrow. Visitors can also look forward to a special highlight in the form of the IBA’s “Wherever Whenever – Work Culture Festival” in Halls 6 and 9, which is set to become a lively place for inspiration and dialogue on future work culture. In addition to the exhibiting IBA members, there will be stages for talks and panels, workshop areas, exhibitions, community catering/food zones and other event formats.

Thanks to the centrally arranged Focus Areas, the exhibitor stands will be grouped around these highlight themes in the future. In addition, the area will be expanded to include Halls 4.2, 5.1 and 5.2 and the entire South-North Boulevard will be opened up. The hall planning will thus be completely restructured for Orgatec 2024, enabling optimized and theme-oriented guidance of visitor flows, simplified orientation for trade show participants and an expanded range of exhibition space. Visitors and exhibiting companies will also experience a culinary innovation: a revised and rejuvenated catering concept will provide a diverse selection of high-quality food and beverages.

With the new “Lead+Meet” app development, exhibiting companies will be able to connect directly with their target customers in the future. Using criteria such as interests, industry and origin, exhibitors qualify the visitors relevant to their company, who receive an individualized message on their trade fair app. The integrated indoor navigation then guides them unerringly to the exhibitor’s stand. The innovative “Post-Fair-Leads” technology also enables exhibiting companies to communicate with specific target groups, directly addressing relevant and previously unreached customers even after the trade fair. With the dynamic logistics management system “eSlot”, exhibitors are to benefit from additional digital advantages. The optimized routing technology enables fast and efficient set-up and dismantling of the exhibition stands and ensures smooth processes. Incidentally, the digital options should also make it easier for exhibitors to prepare and set up. Bookable e-slots help avoid queues of trucks at the gates, among other things.

The trade show organizers are also satisfied with the current registration status: Around 110 exhibitors, including many important players, have already booked their participation. The Early Bird deadline is September 15, 2023, and Matthias Pollmann expects a few more commitments before then.