Schattdecor confirms participation in Interzum 2021

Schattdecor confirms its participation in Interzum 2021 and will digitally present its new decor collection there from May 4th to 7th, 2021. The collection is based on a future-oriented, globally oriented trend concept.

Claudia Küchen, Chief Creative Officer: “How do people want to live in the future? Our task as designers of living spaces is to provide answers, to identify solutions and to provide security. Creative people are more in demand than ever. We would like to use the digital opportunity of Interzum to get in contact with our customers online and to advertise our new decor collection including the trend concept. In addition, we will present our recent digital and mobile concepts."

According to Küchen, Schattdecor believes in the importance of the international industry get-together – also purely digitally. Participation in the trade fair is intended to underline that again.

“As a global company, we believe in Interzum as a marketplace for international competition. But we are also curious to see what traffic and what attraction a digital Interzum can offer in comparison to previous editions. Nevertheless, now is the time in which we have to remain prepared to take risks, even if the purely digital format has yet to establish itself. After the introduction, we will see how it will be accepted by exhibitors and visitors,” says Claudia Küchen, who, as the Chief Creative Officer at Schattdecor, is responsible for the design, marketing, communication and decor management departments.

Internally, they are also working on a strategy for a digital corporate identity. Among other things, the plan is to launch a dedicated digital event area that can be used to market collections and campaigns and to interact with customers around the world.

The project should be completed by the first half of the year and integrated into the company's new website, which celebrated its relaunch at the beginning of the year. Küchen: “Following the Interzum, we will publish a landing page with exciting digital visualizations on our new website, which we will use to present our latest trend concept and our decor collection in full. We are also preparing for our own group-wide digital event in autumn. But before that happens, we are very curious to see what the purely digital trade fair network will feel like at interzum@home. We look forward to meeting our customers online and are already working on the invitations."  

For 2023, however, Schattdecor is optimistic that there can be a physical exhibitor and visitor fair again - albeit with the addition of the new digital components: “Hybrid fair concepts will still be with us in the long term. We are gathering experience today from which we will later benefit in the long term. Nevertheless, the personal meeting at a physical fair cannot be replaced by anything. I think you have to get rid of the idea of ​​putting both in context and not try to adapt the analog one to a digital one exactly. Both of these have advantages that we will use for ourselves if hybrid trade fairs continue!"