Returning to Brussels Expo from 3rd-6th November, Brussels Furniture Fair will shift its branding emphasis towards the importance of a warm home, alongside the established theme of growth, says show MD Glenn De Maeseneer.
"The Brussels Furniture Fair is the home of your furniture family, where the concepts of tradition, contemporary reality, future, innovation and dreams all come together, are put into context, and form a unified whole," he explains. "It is the place where the experiences of the past year are shared, where we note the progress made by colleagues, and where we acquire the necessary knowledge to bring about the growth we desire ourselves.
"As well as an expanded, high-quality offering of indoor furniture and bedroom collections, this year we’ve shifted the focus to strengthening the current offering and reaching a wider audience by integrating and/or expanding design, decoration, outdoor and lighting."
Last year, the fair was fully booked for the first time in years – which meant disappointing some potential exhibitors, such as Bellus, says Glenn: "This year, we’re delighted to announce that they will be exhibiting at the fair in Hall 3, and we’re convinced that they will offer added value."
Meanwhile, the Belgian Design Island aims to put Belgian designers in the spotlight, with a separate hub for design and decorative objects, from furniture to lighting, textiles to carpets, for both the private and contract markets.
"Young and old, students and businesses, established figures and start-ups – all are featured here, and will be standing ready to welcome retailers, manufacturers and interior designers alike," says Glenn. "Our ‘shop of tomorrow’ concept will also be integrated into this, and will be part of the overall experience."
There will also be an area dedicated to outdoor furniture, Belgian Outdoor, delivered in collaboration with Fedustria. "We’re making a targeted investment and talking to those brands who still see growth potential in the Benelux and surrounding countries," says Glenn.
Brussels by Night will be "the place to be" for the show's established bed sector, he adds, but interest beyond the show's traditional territories promises be sparked by the addition of Viking Beds, Treca, Sleepeezee, Gomarco and Serta.
The lighting offering, meanwhile, is also gaining ground. Returning exhibitors include Expo Trading Holland, Masterlight, Trio Lighting, Lucide, Marckdael, Fantasia and Light Trend.
Every aspect of the fair has been carefully considered to deliver the optimal buying experience, says Glenn: "Regardless of the era we live in, there is one constant that never loses its value – time. That is why we prioritise offering an enjoyable and efficient visit to our fair.
"The seven occupied halls were not originally selected at random. They allow you to visit the whole fair in a single flow with no need for U-turns. In an area of 42,000 sqm, every step counts.
"We encourage our visitors to plan their visit well. This can be done via our new app or via the website, where visitors can save their favourites and have their most efficient route mapped out for them.
"We also want to inform people on-site one last time about what can be seen at the fair. Our free local newspaper, La Gazette, briefly informs you about all the new things and where to find them, as well as providing a floorplan of the halls.
"From the moment they arrive at the fair, we want to offer our visitors familiarity, hospitality and also an element of surprise. So we’re putting a lot of energy into the decoration and experiential offering in the entrance zones and throughout our exhibition halls. There won’t be any bare, cold areas, but something new around every corner. And believe us, this year there are plenty of new things to discover …
"Doing good business whilst also having a good time is what we’re all about – so that at the end of the experience, our visitors leave our home with new collections, inspiration, energy and fond memories that will last a long time," Glenn concludes. "Do yourself a favour and visit the Brussels Furniture Fair!"
