Gifts Today magazine

Maison to offer new perspectives in September

Following the overhaul of the Objet hub in September 2017. Maison & Objet, Paris is now re-organising its show into two hubs in order to simplify the visitor experience

Fundamentally multi-sector and cross-industry, Maison & Objet, Paris, provides a snapshot of the market twice a year in Paris. The broad, yet curated, offering shown gives the fair a unique edge, and this is why a pertinent structuring is strategic to attracting brands and buyers, and keeping them engaged.

As a platform entirely dedicated to business, Maison & Objet, Paris, is constantly striving to serve better. In September 2018, Maison & Objet, Paris, is taking on a new challenge – a complete overhaul of its structure, with the new layout a reflection of the organisers’ wish to go back to basics.

An evolution, rather than a revolution, Philippe Brocart, Managing Director of SAFI, the company that organises Maison, Paris, says: “Our first priority is to create the right experience to meet the needs of our exhibitors and visitors. Since its inception, the fair has always seen two categories of visitors, each with very different expectations for their visits - retailers and specifiers. Both have very little time – a day and a half on average – which makes their time all the more precious. They share a common goal, however, to find what they are looking for as easily as possible.”

The definition of the new sectors, therefore, was guided by practical criteria chosen to clarify the offering and make it more accessible for both visitor categories.

On the one hand, retail buyers appreciate the great variety of products on display, but need a clear divide by product typology and price range to save time. On the other, specifiers tend to look for specific solutions for their projects, with a more style-oriented approach.

“With this in mind,” says Philippe, “the structure of the offering was entirely revamped to provide greater efficiency, especially important as professionals have grown accustomed to having easy access to whatever information they need since the development of online tools.”

The fresh new sectors, due to launch September 2018, are the result of three distinct initiatives: a year-and-a-half-long assessment carried out by a reputable strategic consulting firm, insight shared by two outside consultants, including Jean-Luc Colonna d’Istria, Co-Founder of concept store Merci, and a survey conducted on a panel representing different categories of visitors.

Objet hub for buyers
In September 2017, the fair had already taken a first step in this direction with the overhaul of the Objet hub. Widely praised by exhibitors, this change also garnered the approval of French and foreign buyers alike, who all confirmed the new approach was pertinent.

For September 2018, the new Objet Hub has been expanded into seven sectors for 2018: Cook&Share; Smart Gift; Fashion Accessories; Kids&Family; Home Accessories; Home Linen; and Home Fragrance.

“Buyers need to keep an eye out for new finds and explore new territories. When they are visiting the fair, what they want is to go straight to what they need, but still have the opportunity for surprising discoveries,” says Jean-Luc Colonna d’Istria.

New Maison hub for specifiers
Specifiers – interior designers, interior architects and high-profile buyers – all favour a style-oriented, lifestyle-based approach to picking furniture, accessories and creative technical interior solultions, and, as such, establishing an appealing atmosphere is essential.

To help specifiers scout new ideas and find new inspirations, a new Maison hub will launch, featuring four realms defined geographically and temporally, with self-explanatory names: Unique & Eclectic; Today; Forever; Craft.

While the Signature space will present an offering combining the most distinctive, exclusive and/or premium brands from each of the three sectors.

What’s New changes
Launched in 2016, What’s New? Is a series of curated exhibits showing the most distinctive new products by brands at the fair. The next edition will see the exhibits relocated under the mezzanines overlooking the halls, along the major aisles and alongside the Inspirations Space.

The next, re-vamped, edition of Maison & Objet, Paris, takes place September 7-11. www.maison-objet.com



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