Hanover, Germany. Deutsche Messe is breaking new ground in the trade fair business and is converting Hall 23 with permanently installed stands, event areas and hybrid stages into an event location that can be used and booked immediately for any type of trade fair, confex format and presentation event. The name: INSTANT FAIR. The concept: innovative, unique and one-of-a-kind in the event industry. Completion and start of rental: March 2022.
Photo: Deutsche Messe
“INSTANT FAIR means that Hall 23 at the NORTH entrance to the Hanover exhibition center can be booked as a self-contained location with up to 3,000 marketable square meters with up to 130 fully assembled and equipped system stands ranging from small to medium-sized plus innovative communal areas for up to 3,000 guests per day without long lead times,” says Robert Bachmann, Director Venue Sales, Deutsche Messe AG.
The hall layout meets all Corona requirements and is designed to be cost-efficient, budget-safe and sustainable for customers. “INSTANT FAIR offers many possible uses – any type of event can be represented, especially trade fairs with event character, modern in-house trade fairs and hybrid confex formats. We can turn the modern row and innovative block stands into a world of experience for event organizers and their guests. In addition, there are several forums, of course with a streaming and content creation focus, as well as different areas for startups and meeting lounges,” adds Bachmann.
What’s special about INSTANT FAIR is that it’s a fully integrated system for optimally hosting small and medium-sized events without having to invest unnecessary resources in organizational and operational structures. Thus, the customer focus is on “content” and “community”.
The infrastructure of the exhibition hall is set up and equipped once and then remains as a finished module for individual event branding. The hall and supply infrastructure as well as the booth spaces are directly available. The exhibition stands, forums and common areas only need the respective customer or event design to create a world of experience. After each event, all booths and common areas remain in the hall. Only the branding changes with the next event.
Sustainable INSTANT FAIR stand construction
For Bachmann, INSTANT FAIR fits into one sentence: “Your event: innovative and sustainable, thus cost-efficient and immediately available.” The regional partner, GO EXHIBITIONS, developed the sustainable and permanently installed stand construction. All 130 booths, forums and common areas will be used for several years before being renewed. Stand construction is done with the most sustainable product currently on the market. With its low weight, the beMatrix system is easy to work with, and no polluting acids are used in the production of the aluminum frames. In addition, the textile cloth or panel design largely avoids the use of harmful substances, such as paint and glue, and replaces plot films – and thus the use of plastic in a sustainable way. “The aluminum frames are even 100 percent recyclable after a long life cycle. This keeps waste to an absolute minimum,” Bachmann sums up.
For all customers, the existing INSTANT FAIR infrastructure is equally effective and efficient, because the time-, resource- and cost-intensive stand construction and trade fair set-up are completely eliminated. In addition to the 130 ready-made stand structures, there is also free space available for shows or for individual stand construction. Bachmann: “The advantage for customers is obvious. With INSTANT FAIR, they save time, costs and resources and thus increase their sales opportunities as well as their new business with a clearly calculable investment.”
“Every customer planning a budget-safe, sustainable and cost-efficient event is perfectly positioned with the INSTANT FAIR concept. Holding events has never been as calculable as with INSTANT FAIR, because for all customers the complete production organization is eliminated. This saves time, costs and resources. Our INSTANT FAIR customers have precious time in advance for their own customers, exhibitors, participants and visitors,” says Bachmann.
Further information about INSTANT FAIR is available at: www.instant-fair.de .