German trade show operator Deutsche Messe has announced that it will be converting one of its exhibition halls into a permanent, ready-to-go trade show floor, called INSTANT FAIR. The event space is slated to be completed and ready for rental in March of 2022.
INSTANT FAIR will include permanently installed booths, events areas, and hybrid stages and will be built with Covid-era best practices in mind. Organizers will be able to rent the space, which will be ready for immediate use for small and medium sized events.
"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,” Robert Bachmann, Director of Venue Sales for Deutsche Messe AG, said in a statement. “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.”
The 3,000 square foot space will include 130 fully assembled and equipped booths as well as communal areas, and will be able to host up to 3,000 attendees per day. The idea is to minimize the amount of resources used on logistics and operations so that organizers can instead focus on content and community.
Load in and load out for exhibitors is incredibly time consuming and labor intensive, and while this approach takes some amount of flexibility and creativity out of the equation when it comes to designing and building booths, it does offer significant time and cost savings. The booths and other event spaces can be fully branded for each event, and there will be some free space for exhibitor who prefer to build their own booth.
In addition, INSTANT FAIR offers a more sustainable alternative for organizers and exhibitors — it is being built with as many sustainable materials as possible and will be used to many years and events as opposed to being set up and taken down after a single show.
Bachman added: "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.”