ABOUT THE FAIR
The Furniture Fair is more than simply furniture; the trade fair is more than simply ‘for the shops’.
Just as the interior world is branching out, so too is the fair diversifying its offering, segments, and niches. Year after year.
• You see more (sub-)target groups being created: bedding, mood makers, outdoor, upholstery fabrics, highest-end (and) lifestyle brands.
• You see retail expanding: from furniture stores to home and lifestyle stores.
• You see the playing field broadening: from home furnishings to hospitality and project interiors.
The contract market is booming business! More and more exhibitors are entering and taking advantage of the hospitality market. So what is the right way to respond as a trade fair? By facilitating ‘B2Con’: making the Business to Contract market attractive and accessible to exhibitors and visitors alike.
How do we do that again?
With the signage and routing at the fair. Exhibitors can profile themselves as hospitality partners: both online in the ‘contract’ category in the participants’ list; and on stage with the Contract logo on their stand. (Don’t forget to request this!) On the floorplan (displays) these are highlighted with a C. You can pinpoint them in the App and find the shortest route to the stand(s).
How are we doing it differently
to previous years? With a new plan of campaign — especially for the B2Con world. How can the Furniture Fair additionally profile itself as a hospitality and contract fair?
• Through promotion and free publicity in the specialist trade press, this year in ‘Hotel Business’ and ‘Facility Management Magazine’.
• Through posts and ads on online platforms such as Profacility.
• Through networking and relationship management, for starters during the ‘Hotel Business Event 2025’ in the Brabanthallen (Leuven). ‘We spoke to the contract target group there: the interior architects and the buyers.’
All of this revolves around a single goal: to generate enthusiasm among hospitality and office designers for a visit to the Furniture Fair!
And that’s not all, there’s something else in the pipeline:
• The Brussels Contract Networking Event
• Tuesday 4 November
• From 5 pm to 8.30 pm
• In Hall 5 on the Belgian Design Island
Our message:
Welcome! And find your furniture match!!!
