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Focusing on consumers: „Digitalization“ Piazza at interzum

8 Apr 2019

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With a new special area, interzum 2019 explores various ways that the megatrend digitalization is having an impact on living environments. The “Digitalization“ Piazza captures the diversity of the topic and specific ways it can benefit customers.

In many aspects, the effects of digitalization are evident in consumers’ living spaces. They range from the digitalisation of the furniture industry and the new experiences on offer when choosing and buying interior fittings, right through to innovative business models. As a determining trend of our time, the upcoming interzum dedicates an own special area to the topic. The “Digitalization“ Piazza was designed in partnership with DC digitalconnection, an agency that specialises in digital transformation.

© Koelnmesse

Three trend areas

The outline for the “Digitalization“ Piazza is “service design”. Three areas will represent each a global consumer trend, to show interior designers, furniture manufacturers and retailers how they can fulfil customer requirements. The first area focuses on conscious, sustainable living. The topics here include solutions for smaller living spaces, furniture hire and sharing models as well as sustainable production, utilisation and recycling. Another trend is the individualisation of living spaces and the personalisation of furniture. The key aspects of this sub-trend are modular furniture concepts, sensors for individualised products and new experiences for the processes of choosing and producing furnishings. The third sub-trend addresses digitalisation in the context of furniture and accessories. Robots, Sensors and smart home technology can control a range of functions within the home.

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Versatility and benefits for customers in focus

For Tanja Kruse Brandão from DC digitalconnection, it is particularly important to capture the diversity of the topic and the specific ways it can benefit customers. “Our aim is to work together with the exhibiting companies to show how the digital revolution can be harnessed in order to meet customer expectations – not just in terms of product development but also in the areas of production, sales and recycling,” says Brandão. The exhibitors at the piazza present their digital solutions, which are responses to international consumer trends. As well as physical products, there are also new business models and solutions that use digital tools to improve the design, production or sales process.

Opportunity for improvements

“At this piazza, we are seeking to provide a combination of promising ideas and examples of best practice,” says Maik Fischer, Director of interzum. “We are not presenting digitalisation as an end in itself. It is a tool that makes it possible to cater for customer requirements more effectively,” Fischer explains. “Ultimately it is an opportunity to make improvements to fulfil current consumer requirements regarding sustainability, individualisation, comfortable living and convenient shopping.“

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