27 August 2021
The 74th interiors and design fair Formland ended on Sunday in MCH Messecenter Herning after four days of shared passion, beautiful stands, new products, inspiring trends and putting the personal meeting first. Both exhibitors and visitors highlighted the value of the trade fair media and the personal dialogue.
Old relationships were strengthened, and new ones were created at Formland Autumn 2021, which brought the industry together in one unified inspiration universe. Photo: MCH/Tony Brøchner.
Over 10,000 buyers, stylists and other industry professionals at Formland had the opportunity to visit 10 halls with 412 exhibitors, which exhibited a wealth of new products and seasonal items. Furthermore, they could also find new inspiration in different trend areas, the new green sensory universe and the numerous well-attended expert talks.
Both exhibitors and visitors reinforced the value of being able to meet again and enjoy a personal dialogue. This is excellent news for MCH’s management, who have been hit hard by the corona crisis over the past 17 months.
"We're all smiling at MCH. And we're doing so in response to the many smiles and the positive atmosphere we experienced between exhibitors and visitors at the fair," says Georg Sørensen, CEO of MCH A/S, and emphasises:
"We're so pleased and grateful for the support shown to Formland and for being back again.
The personal meeting place
Among the 412 exhibitors at Formland, the visiting professionals could experience both trendsetting upcoming designers and large, well-known brands; including Stelton, who has been a regular exhibitor at Formland for many years, and was therefore very pleased to be meeting customers face-to-face again:
"We go to Formland to meet our customers. You can maintain customer relationships via Zoom and Skype, but face-to-face meetings, where you can build relationships, are the most important thing. Formland is Denmark's marketplace, which is why we need to be there – and we always are," says Michael Ring, owner and manager at Stelton, adding:
"At Formland, I can meet 40-50 customers during a trade fair, and if I had to spend that amount of time visiting stores, I would have to invest a lot more time. So the fair is also an effective way to meet your customers and show them the products.
Ib Laursen, who designs and sells interior design and decorative accessories, agreed there was no doubt about the value of being at Formland:
"It's been fantastic to be at the fair again. We have really enjoyed coming here to meet both customers and colleagues. Formland is undoubtedly the best forum for bringing the industry together. As a company, it gives us a unique opportunity to present our collection and our new products. We've had some great days and there is no doubt that the investment will pay itself off multiple times," said Peter Laursen, CEO of Ib Laursen.
There were also plenty of smiles from the visitors, with the pleasure of being out and meeting colleagues from the industry and seeing and touching the products being stressed by many. One of those who had been particularly looking forward to Formland was Ulla Simmelsgaard from Kop & Kande in Hellerup, who is a regular visitor to the Autumn trade fair:
"It’s fantastic to be at the trade fair again and meet people. I primarily come to Formland to meet the suppliers physically, see the products in real life and meet my colleagues at Kop & Kande. It's also extremely inspiring to walk around the fair and have a look at all the products, and you can feel the very special atmosphere that we've all really missed. There is a general feeling that everything is getting back on track, and that is wonderful," says Ulla Simmelsgaard, shop owner of Kop & Kande Hellerup.
Dorte Elene Hansen, owner of the shop and webshop KAiKU, was also very enthusiastic about being at the trade fair again:
"It’s so wonderful to be back at Formland – and to meet both colleagues and suppliers again. It’s been such a long time and we’ve been so much looking forward to it. I opened my shop in 2007 and have been to all the trade fairs since then, because there's just something special about Formland. Like Georg (Sørensen, ed.) used to say, personal meetings between people never go out of fashion, and that’s exactly what we're doing here. We meet each other, and when you do that, you get inspired.
Hope that Formland is a turning point
The positive exhibitors and visitors at Formland create joy, optimism and deep gratitude among the management at MCH.
"Over the past four days, the need for people to have physical and personal meetings has been confirmed. Therefore, Formland has hopefully been a turning point for the trade fair media, the personal meeting and for all of us at MCH. A turning point for the time to come – and a good starting point for the six fairs that lie ahead over the next nine weeks. A sincere thanks to the exhibitors and everyone who has contributed to this year’s Formland trade fair," concludes Georg Sørensen, CEO of MCH A/S.
Formland Autumn 19-22 August 2021 was attended by 10,501 trade people from 25 countries. The next interior and design fair, Formland Spring, will take place on 3-6 February 2022.
Formland: Personal meetings are in fashion