We preview one of the biggest
shows in offi ce and paper
products, Paperworld 2009
Fly y iinto FrFranankfurt
onsider the stats: 60’000 GT caught up with Show Director Michael ever greater role in these times. As a leading
C
visitors, 135 countries, Reichold to ask what exactly this show has to international trade fair, today Paperworld
and 2255 exhibitors. It is
offer the greetings card market needs to satisfy many more expectations and
these fi gures alone that
What makes Paperworld a key show for fulfi l many more functions: it is no longer a pure
make the Paperworld
visitors from the UK? order fair; it as, at the same time, a source of
show hosted by
“It is the level of internationality, the quality inspiration and information, a trend portal, a
of the visitors, the depth and breadth of the contact platform, and an international meeting
MesseFrankfurt one of
product ranges and the importance of the place for the sector.”
the most unique shows linked to the paper
event for the national and international paper, What would be your advice to someone
and offi ce stationery sector. Covering a wealth
stationery and offi ce supplies sector that make visiting Paperworld for the fi rst time?
of product categories from classic paper,
Paperworld so unique as a leading international “The product portfolio at Paperworld is
offi ce supplies, stationery, hobby and creative
fair. Altogether, more than 60,000 trade oriented towards the product segments and
products, packaging, offi ce accessories,
visitors travelled to the last Paperworld, with towards the way the range is confi gured in
to printer accessories and storage media, more than 60 per cent of them coming from the trade, and is divided into paper, offi ce
and last by no means least, greetings cards. outside Germany. Exhibitors take advantage supplies and stationery, plus the three product
Yet despite its sheer size, in both product,
of Paperworld year after year to build up an areas: Paperworld Scriptum, Imaging and
visitor numbers and indeed sheer scale, the
Michael international network that will furnish them with Creative. Each segment offers a unique
Paperworld show seems to be overlooked by
Reichhold new markets right across the globe.” product world of its own, concentrated in
many in the greetings market.
What kind of impact does Greetings have one hall. The Paperworld Creative segment
But yet this is a show that along with
on such a vast show? is particularly interesting for your readers. It
“Greeting cards and good wishes cards have refl ects the whole wealth of ideas and artistic
its ripe international mix gives a wealth of
enjoyed a high profi le within Paperworld for potential of the creative segment, showing
opportunity. Show organisers label the
many years. That is not only evidenced by the products covering every aspect of hobbies
show as a ‘platform’ and this is exactly what
range of products, but also the complementary and handicrafts. There are attractions in all
describes it best. The show brings together
programme too, offers a series of inspirational product segments, moreover, in the shape
key products, companies and buyers in the
activities and promotions to do with greeting of workshops, talks, and high-end award
paper sector, ranging a wealth of product, and
cards. For four years Messe Frankfurt has presentations. So a stroll through the other
effective ‘meeting point’ for companies who been working with an initiative of the A.V.G. exhibition halls will certainly be worth it.
may otherwise have previously never crossed (Working group of the manufacturers and How is the show looking to develop,
paths.
publishers of greetings cards) to promote moving forward into coming years?
Indeed from both an exhibitor and visitor
creative design through the greeting-card “As the world’s leading trade fair in its sector,
perspective there is merit to be found in
competition. It awards prizes to designs by Paperworld is a refl ection of the current
attending the show in Frankfurt. Whether
students in the fi elds of art and design, graphic economic situation. It depends on current
you’re looking to stock a wider range of
design and communications design - in the market conditions and must adapt itself
German-speaking world, in England and in the to them if it is to remain competitive. The
product, source new companies, or indeed
Benelux countries.” Paperworld concept is not a static structure:
reach a potential new pool of clients,
Given the current economic challenges, we are constantly working to optimise it
Paperworld certainly has potential. As yet it
has the show has to adapt in any way? and to adapt it to the current situation in the
remains a show of constant change – this year
“The ‘experience’ of an event is also playing an industry.”
seems the show compacted into a four-day
event. Key halls to lookout for a greetings
cards and gifts in Hall 6.2, and gift-wrap in
Hall 4.1. The Paperworld Trend Show also,
outlines the key looks, textures and trends
moving forward into next year. These trends go
further than just ideas, products are displayed,
Fact File:
and bridging the gap between theory and
Where: Frankfurt am Main,
practise and one-to-one-advice about how
Germany
these trends can be implemented in retail
When: 31st Jan – 3rd Feb
spaces. The colours, materials and styles set
Organisers: MesseFrankfurt
to dominates the 2009/ 2010 seasons have Web: www.paperworld.
been defi ned by stylist bora.herke exclusively
messefrankfurt.com
for Paperworld.
46 Greetings Today
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