Sleep to come on twice as strong at IMM in 2014

 * Exhibitors react positively to the double hall concept: full occupancy in Halls 5.2 and 9

* Top companies in the industry are on board – including Tempur and Schlaraffia/Recticel

* “Neuromarketing” is the theme of the Sleep Lounge and the element connecting the two halls

Last January the Sleep hall was literally bursting at the seams, and thus Koelnmesse had no space to offer to important companies wanting to exhibit at imm cologne. In collaboration with the German trade association Matratzen-Industrie e.V., the trade fair company has developed a new concept that extends into Hall 5.2 in addition to the traditional Sleep location in Hall 9. The response to the new offer has been outstanding – after all, both halls are completely booked and impress with a very well balanced mix of market leaders, premium suppliers and consumer-oriented manufacturers. Tempur and Schlaraffia/Recticel will mark the entrance to Hall 5.2 as visitor magnets, while the Sleep Lounge will connect the two halls with the theme of “Neuromarketing”.

Year after year, Koelnmesse works hard to present every single segment at imm cologne more coherently and more extensively. For 2014 the plan was to modify the Sleep concept since demand far exceeded the amount of space previously available in Hall 9, meaning that there was no more room to offer to new and returning exhibitors. During ongoing discussions with the German trade association Matratzen-Industrie e.V., Koelnmesse was finally able to come up with a flexible solution to satisfy everyone: the area in which beds as well as mattresses and sleep systems are displayed has now been extended to Halls 5.2 and 9, which are located opposite each other. In terms of both content and artistic design, the theme of the Sleep Lounge area in 2014 will pick up on the conceptual solidarity of the two halls.

The market has responded very well to the new approach – both halls with 12,000 square meters have already been completely booked by over 100 companies from 20 countries, including many market leaders and, fortunately, important exhibitors returning to imm cologne. In addition to Tempur, Schlaraffia/Recticel has also decided to return in 2014. Bast, Hüsler Nest, ADA, Veldemann, HGC, Joka, Norma, Profine, Delux, Cubera, Breckle, Fey & CO., Hilding Anders, Dunlopillo, Rummel, Badenia, Diamona, Mezelder, Fan, Oschmann, Auping, Femira and Froli have confirmed their participation as well.
Frank Haubold, business unit director for trade fair management at Koelnmesse, is delighted by the positive response: “Both halls are already completely booked and we have managed to attract a balanced and convincing mix of premium suppliers and consumer-oriented manufacturers. The companies Tempur and Schlaraffia/Recticel will mark the entrance to Hall 5.2 – essentially acting as the driving forces.” Dr. Ulrich Leifeld, managing director of the German trade association Matratzen-Industrie e.V., also agrees: “This was the right decision. Otherwise we never would have been able to serve important players, many of whom we unfortunately had to turn away in 2013.”
As usual, the mattress association’s Sleep Lounge area will be located in Hall 9 and is meant to serve as the industry’s communication center. It will once again feature the meet@sleep party traditionally held on Tuesday during the trade fair. This coming January this area will be completely devoted to the topic of “Neuromarketing” – the entire stand will be staged as a walk-in installation of the human brain. The crux of the matter is the fact that certain stimuli in an environment can trigger purchasing decisions – a shopping cart is the central image of the scene, acting as a symbol for the purchasing transaction, which is integrated in auditory, visual, historic, olfactory and tactile ways to appeal to the various senses.

Koelnmesse’s plans already extend well beyond January 2014. After all, the fact is that there is much more room for expansion in years when imm cologne/LivingInteriors are held together at Cologne’s fairgrounds than in years when imm cologne/LivingKitchen are combined, as will be the case in 2015. The organisers are aware of this problem and are analyzing various different approaches. Dr. Leifeld emphasises: “Halls 5.2 and 9 now optimally meet our needs. After imm cologne 2014 we will have to see how the concept is received and look at the industry’s needs in 2015. We are certain that we will once again be able to come up with a good solution.”