Gifts Today magazine

Lifestyle China announces new catagorisation

Home Buyers attending this year’s Interior Lifestyle China will find improvements and changes including simpler sourcing

Interior Lifestyle China 2014, which will be held 18 – 20 September at the Shanghai New International Expo Centre, China, will offer easier sourcing and more efficient sourcing due to improved product categorisation of the show’s two halls.

The three-day show, 24,600 sqm in size, is organised by Messe Frankfurt (Shanghai) Co Ltd and is expected to attract 350 exhibitors and 23,000 local and international visitors.

Commenting on the categorisation, Ms Wendy Wen, Senior General Manager for Messe Frankfurt (HK) Ltd said: “With clearer categorisation, we are improving sourcing efficiency. The first hall will feature living and giving lifestyle items, while the second hall will showcase dining products and the various country pavilions. China’s premier suppliers will be located in either of the two halls, depending on their product categories.”

Home Style Award changes focus from product design to design displays

Instead of recognising product design, this year’s Home Style Awards organised by the Shanghai Brand Development Center, Lifestyle Brand Committee and Messe Frankfurt (Shanghai) Co Ltd will honour the best themed display at an Interior Lifestyle China exhibitor booth. Industry experts and the media will vote onsite during the first day of the show and the winner will receive their prize at an award ceremony the same evening.

In addition, there will be a Home Style Award for the Best Store Display. Ms Wen explained: “As well as the best display award, the Shanghai Brand Development Center and Messe Frankfurt also want to enhance store displays by asking retail stores and other invited participants to compete for the Best Store Display Award. Both awards are aimed at supporting the lifestyle retail industry and we hope this will help drive development across the industry.”

As well as displaying photographs of participating stores and retailers, Interior Lifestyle China will have a Window and Store Display area, which will feature window and counter displays. It will be created by a highly renowned merchandiser working for a well-known international brand. This will demonstrate the difference in display strategies between western and Chinese designers. In addition, seminars will be conducted in the display area to encourage the exchange of information.

The show is due to take place at the Shanghai New International Expo Centre, Shanghai, China from 18 – 20 September 2014.
www.messefrankfurt.com.hk/fair




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