Over 300 exhibitors are expected at the 2012 viscom Frankfurt expo, from 25 to 27 October. International exhibitors account for more than a third at the trade fair. More than 90 percent of the hall is already occupied to date.
Exhibitors will demonstrate the potential of visual communication, be it latest-generation printing machines, innovative materials, developments in LED technology, digital and interactive Point of Sale solutions or outdoor advertising.
‘At present demand is particularly high for the new Display PoS Expo and the Digital Signage World’, said viscom Event Director Petra Lassahn. Both areas have meanwhile come to be firmly anchored in the trade fair portfolio. The classic viscom core segments Advertising Technology, Light Advertising and Digital Printing are also very well represented, however. The leading manufacturers of digital printing machines such as Agfa Graphics, Canon/Océ, Fujifilm Sericol, Hewlett-Packard, Mimaki, Mutoh Deutschland or Seiko Instruments will be on site. In the Advertising Technology segment Consystec, Gröner, Signnovation, Sign-Ware and Eickel-Industrievertretung will be among the exhibitors. The Light Advertising segment is represented by Osram, Malux Rosen Lichtwerbung, Hansen-Neon and Oshino-Lamps, to name but a few.
Newcomer: viscom World of Inspiration, Display PoS Expo
Two new features which are particularly in focus at viscom 2012 are the viscom World of Inspiration and the Display PoS Expo. The latter will represent a brand of its own as a ‘fair within the fair’ at viscom for the first time and thus specifically target decision-makers in marketing from the sectors of retail, industry, brand manufacturers, advertising agencies, in-store management, shopfitting and display design, store design, interior decoration or visual merchandising. At the Display PoS Expo manufacturers and suppliers of display, PoS and packaging solutions will present themselves. Display PoS Expo can again be expected to grow this year. Twenty three exhibitors have registered for participation. Among these exhibitors are well-known names from the industry, such as Ellerhold, idee DISPLAY, Ultima Displays Deutschland, OECHSLE Display Systeme, werbe print und display, Kersten Technic or TIEDEMANN.
The competition for the well-known Superstar award, which is presented during the fair by the display Verlag publishing house in cooperation with viscom organiser Reed Exhibitions, again forms part of Display PoS Expo.
Another premiere in Frankfurt will be the extensive and varied special area of the viscom World of Inspiration. This is the place to find plenty of ideas from professional practice, know-how from all fields of visual communication and demonstrations of applications on site – be they outdoor advertising, digital printing, PoS or digital signage.
The viscom World of Inspiration includes, among others, the materials exhibitions ‘Individual design meets Materials’ and ‘Paper Heroes’. In cooperation with the raumPROBE materials agency, viscom is presenting for the sixth time all types of printed materials. At ‘Paper Heroes’, the range is completed by a ‘Fühlbar’ (touch counter) displaying sheet materials and digital printing papers. Among other materials, paper honeycomb panels for use in shop design, trade fair, exhibition and display construction and several ranges of paper for digital printing will be on display.
Presentations, exchange of knowledge and networking are also part of the viscom World of Inspiration. The Inspiration Lounge provides the space for these. It offers daily Lunch & Learn events. Based on the motto ‘One question, one hour, one table’, visitors can meet an exhibitor-expert on a particular specialist topic. The Speakers Corner offers presentations on printing subjects, advertising technology, digital signage or multichannel communication all day long.
The winners and nominees of the viscom awards will be given display space at the World of Inspiration. Projects entered for the Digital Signage Best Practice Award as well as the winners of the designmaker 2012 will be presented.
Pioneer: ‘The supermarket of the future’
The core of the viscom World of Inspiration is a supermarket illustrating the latest trends in store design. The project is realised this year for the first time in cooperation with Wanzl, the largest manufacturer of shopping trolleys worldwide and supplier of a broad range of point of sale products ‘That goes together like Jack and Jill’, said viscom Director Petra Lassahn. ‘A user-oriented fair, such as we have always been, must show practical examples. We are therefore looking forward tremendously to this project. For our exhibitors it is a wonderful opportunity to present their new products and ideas in an authentic setting.’ The supermarket at viscom will be subdivided into four subject areas in order to specifically deal with the challenges each of them poses. The retail segments on site are fresh products, drugstore products, coffee shop and DIY. Visitors are thus given a detailed impression of how merchandise fittings and fixtures, display and shopfitting systems should be designed and placed nowadays in order to attract customers’ attention.
