Design Matters
Springtime in NYC
For British designers, exhibitors and buyers a
trip to Surtex in New York will be a tough call
this year. But it’s still a must-visit show despite
the downturn says Gill Davies.
he New York shows have always work there is no need to sell harder or advertise just to
T
been a highlight in the show calendar keep their regular clients happy. In a geographically large
for many in the UK publishing and country like the US skipping a year here or there is not
designing communities. They offer a generally viewed as a sign of going out of business. In
marketplace and also the opportunity to the UK, it often is. Not sure why, but in better times there
look at product that differs from our own. The close were waiting lists for space here and maybe that’s a
proximity of published product and a dedicated more pressing reason for sticking it out.
design exhibition has always worked, although, as We are, however, suffering and it will be the UK
a design show, Surtex draws attendees from a far attendees who will be hurting. Our weak currency and
wider range of design users.
Regular visitors have
always loved the tremendous
For UK exhibitors who want to
buzz that New York provides
along with the ease of see existing US clients and fi nd
checking out retail. This is
really no reference to the
new ones the show is a vital part
Kate Knight
‘shop ‘til you drop’ and rather
passé attitude that has happily sat
Klein Designs
alongside the use of credit in the
of their sales programme.
UK, but rather the terrific range of
design available in a vibrant city. Against this backdrop the increases in hotel prices will surely mean that unless
Surtex has flourished and gives designer and artists a there is some really pressing business to be done, there
show that is truly their own. are bound to be fewer UK visitors. For UK exhibitors who
Here is a show that offers the direct opposite want to see existing US clients and find new ones the
to the character/brand licensing exhibitions, where show is a vital part of their sales programme. They will
well known media companies sell big and charge be hoping that this major show will still draw in the right
accordingly. At Surtex, original Art and Design are buyers and that a weak £Sterling will make pricing more
licensed and sold for the mass of other products that of an attraction.
hit our stores where the design stands alone to attract The major change this year will be the relocation
a buyer. True to its origins, there is still much original of Surtex. No longer ranging over two locations, all
work to look at, pick up and discuss. exhibitors will now be found in Level 3, alongside the
This year, while we are all holding our breath about National Stationery Show and The Other Side. This will
the economy’s effect on finances, Surtex welcomes 300 concentrate the shows and is sensible given current
exhibitors back to the Javits Centre. That is not bad conditions. It does, however, present a whole set of
considering how tough business is out there. In the main problems for regular exhibitors who have settled into
the US shows have had a natural ebb and flow with the the sites that work for them and now have to make
economy and also the need for exhibitors to show in any sure their clients can find them.
one year. The more relaxed, calmer and slightly removed
In a more settled economy if a company has enough atmosphere of the old location will change as the new
30 Greetings Today
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