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Decorate Life

The new Decorate Life combined show makes its debut in Frankfurt am Main this year from 4 to 8 July. Together, the five events Tendence Autumn + Winter, Collectione Preview Spring + Summer, Young Living, Outdoor Living and The Design Annual present a range of consumer goods unparalleled anywhere in the world at the ideal point in time. "Holding Decorate Life at this early time puts us in first place in the national and international series of fairs. Thus, anyone wanting to present, see and order new products can be sure of being in the right place at Decorate Life", says Dr. Michael Peters, Member of the Board of Management of Messe Frankfurt.

With the new concept, Messe Frankfurt is implementing the all-in-one venue exactly as demanded by the market. Decorate Life shows the latest products for all four seasons at the same time and place, and appeals to all channels of distribution. Thus, at Collectione, bulk buyers find exhibitors who are able to deliver large quantities. At the same time, Tendence is a treasure trove for boutique buyers looking for lifestyle brands, suppliers of designer products and small, individual companies. In turn, the new events - Young Living and Outdoor Living - offer future-oriented product groups for all channels of distribution.

A special position at Decorate Life is held by The Design Annual, which is aimed at both professional and private visitors with an interest in design. "Thanks to the innovative constellation of five events, we completely cover the spectrum from fast-selling mainstream trends to high-end design and attract not only an international audience of trade visitors but also a select group of private visitors", explains Michael Peters.

In this connection, the new brand name says it all because Decorate Life covers the entire assortment for furnishing and living with home accessories, gift articles, products for the table and kitchen and decorative articles, as well as, to an increasing extent, outdoor and indoor furniture, textiles and lighting. Thus, Messe Frankfurt is also aimed at new exhibitor target groups, such as Young Living and Outdoor Living.

No segment is growing as rapidly as the market for young, elegant living because the modern lifestyle of today's city nomads, singles and trend setters calls for new furnishings suitable for moving frequently. Thus, Young Living means: high quality, imaginative, fashionable, striking and flexible for a young or young-at-heart generation. For this future-oriented market, Messe Frankfurt is creating a special platform within the framework of the new Decorate Life in Hall 6.2. This is in the immediate vicinity of the successful trend and design meeting places at Tendence, 'Loft' and 'Young & Trendy' (Halls 6.1 and 5.1), and thus ideally linked to the existing segments.

The new Outdoor Living platform in Hall 9.0 will bring a breath of fresh air into the summer living room. Taking the sun, relaxing, barbequing, breakfasting, celebrating and cooking: never before has the outdoors life been so varied as today. Parallel to this shift in emphasis in the home, there has been an increase in expectations on products for the garden, terrace, balcony, allotment or summer cottage.

The basic principle: it should be just as comfortable to spend time outside as inside. Suppliers have reacted with a growing range of high-quality, weather-proof outdoor furniture and kitchens, barbeques, BBQ tools, luminaires, hammocks, sophisticated decorations and accessories. For them, Outdoor Living at Decorate Life is the customised platform at the ideal time almost a year before the season begins. Thus, this platform is closely associated thematically and spatially with Collectione, which generates valuable synergies for both events.

Tendence, the biggest and most international consumer-goods fair in the second half of the year, is a treasure trove for trends, design and lifestyle. Thanks to the July dates, it is the first of the international round of trade fairs and, therefore, the kick-off of the important autumn, winter and Christmas business.

Trend and design-oriented dealers use Tendence as the decisive order fair and expand their assortments with, for example, amusing and clever gifts ideas, the best for the table and kitchen, premium home accessories or even designer articles. To this end, Tendence will present its tried and tested range of products in Halls 3, 4, 5 and 6. The product groups covered are: Interiors & Decoration, Young & Trendy, Manufakturen & Collectables, Kids World, Table & Decoration, Loft, Gifts Unlimited and Carat. The 'Passage' segments will be integrated into Collectione from July.

Tendence will be rounded off by numerous design shows and events and make a veritable source of inspiration for the innovative trade. As in the past, one of this year's major highlights will be the Personal Shopper presentation. For the third time, two avantgarde international designers will each interpret the product world of a certain type of consumer. This year, Messe Frankfurt has been able to sign up Ineke Hans (The Netherlands) and Jason Miller (USA).

Collectione is the specialist marketing and sales platform for the medium-sized to bulk collection business and, in July, presents products for the spring and summer of the following year. This concept is unique in the trade-fair world. Only in Frankfurt can wholesalers and retailers see, inspect and order the trends of the warm season nine to twelve months in advance.

As a result of its integration into the new association of events, several changes are being made to Collectione, which was launched successfully in 2005. Compared to last year, the space occupied will grow from two to seven exhibition halls because, as the platform for the bulk collection business, it now includes the entire Passage segment with overseas exhibitors who used to make their presentations at Tendence: Passage Home & Garden, Passage Gifts & Season and Passage Table & Kitchen.

The heart of Collectione beats in Gifts & Season, i.e., suppliers of seasonal decorations, florists' accessories and gift articles, who remain in Hall 8. Table & Kitchen with European manufacturers of glass, ceramics, porcelain, metalware, kitchenware, kitchen and household articles rounds off the product spectrum for the first time in Hall 10.2. Moving Passage exhibitors from Tendence to Collectione will give both events a more clearly defined profile.

The third edition of The Design Annual will take place within the framework of Decorate Life under the motto, "Life, home, work: the best design of our times". This exclusive, interdisciplinary showcase in the 'Festhalle' of Frankfurt Fair and Exhibition Centre presents top international design covering the spectrum from furniture, outdoor furniture, bathroom and kitchen, via textiles, floor coverings and accessories, to lighting, fittings, electrical installations and home entertainment.

At The Design Annual, visitors can look forward to something that is not a product show with classic exhibition stands but an individual presentation of manufacturers flanked by guided tours, discussion forums and unconventional events. As in the past, Messe Frankfurt is holding The Design Annual 2008 in association with its partner and curator Stylepark. This year's theme is 'inside:showtime', which represents the key to the overall exhibition architecture. Tobias Rehberger, one of Germany's foremost contemporary artists, and installation and video artist Claus Richter will turn the 'Festhalle' into a spectacular stage for the best design of our times.



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