Interview Dick Spierenburg

It’s relatively inexpensive for exhibitors to take part in Pure Village: the prices are lower than in the other halls. What’s the strategy behind that? Is it a case of making it as easy as possible for the Pure Village exhibitors to take part in the imm cologne?
There are actually two motives for Pure Village. Firstly, it’s a possibility for big manufacturers from sectors that don’t traditionally form part of the main line-up at the imm cologne to be part of this interior design platform – an entertainment electronics specialist like Loewe is a good example. And then it’s a question of offering smaller firms a creative platform and the possibility of taking part in this big fair – and making a first-rate presentation. They can’t do that if they’ve only got a little stand at the very end of the hall. But in Pure Village, everything is clearly visible and easily accessible, and all the space is equally attractive. That’s why it’s also a very democratic platform, where big, prestigious brands are direct neighbours with young, creative firms.

And when companies have made their way to the imm cologne once, there’s a good chance they’ll migrate to other halls.
Yes, Pure Village can certainly function as a springboard if it makes the trade fair interesting to potential exhibitors. If a company wants to secure itself a place for the next year and plan a bigger stand of its own, it makes sense to change halls. And then other new companies will come to Pure Village. That way there’ll always be new participants.

In the Interview Dick Spierenburg talks about:

• Positive reactions about the new fair concept Pure Village
• the developmant of this concept
• Pure Village as a springboard for exhibitors to the imm cologne
• the trend installation in Pure Village