Sebastian Schmid, Head of Technology at Messe Stuttgart. (Photo: © Messe Stuttgart)
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Sebastian Schmid, Head of Technology at Landesmesse Stuttgart, talks in an interview about the digital trade fair premiere of R+T.
R+T digital celebrated its premiere from February 22 to 25, 2021. The virtual trade fair format at Landesmesse Stuttgart was conceived and implemented by the organizers of R+T – the world's leading trade fair for roller shutters, doors, and sun protection. We spoke with Sebastian Schmid, Head of Technology at Landesmesse Stuttgart, about the concept and goals of R+T digital, as well as the added value of virtual platforms for trade visitors.
DHB: Under what circumstances was the decision to use a digital trade fair format made?
Sebastian Schmid: R+T was originally scheduled to take place in Stuttgart in February, but in close consultation with all stakeholders, we postponed it to February 2022 in the summer of 2020. Our world-leading trade fair normally takes place every three years, and many of our exhibitors align their new product development accordingly. It was immediately clear to us that the entire R+T network would have to come together again in 2021. Because our visitors, the skilled tradespeople, must be able to get our manufacturers' products on the road.
DHB: How did you bring the R+T into a virtual format? ;
Sebastian Schmid:R+T digital has extended our R+T offerings into the virtual space. We plan our projects not only for the participants, but also with them. Therefore, we designed the virtual trade fair as a hybrid event format that, in addition to the virtual exhibition booths, stands out above all with an extensive supporting program, offering trade visitors clear added value. In addition to the exchange with suppliers and information on the latest standards and products, knowledge transfer was also at the heart of the event. Our stated goal was to keep trade visitors up to date in every respect, and we succeeded.
DHB: What are the advantages for companies of attending digital trade fairs?
Sebastian Schmid: We aim to offer the skilled trades an objective information platform that provides the broadest possible coverage of the global market – not just at physical trade fairs, but also on a virtual level. Future generations will grow up with the demand and expectation of receiving detailed information about an industry and specific products that is prepared as precisely as possible and made available quickly. Our format takes this into account. Furthermore, participating in a digital trade fair format is simply easier, and it allows trade visitors who cannot necessarily travel to Stuttgart to take part. And this will continue to be the case, as our platform will be accessible until the next R+T 2022. Trade visitors can browse the exhibition stands and watch all recordings of the supporting program for about another year.
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Quote "Our stated goal was to keep trade visitors up to date in every respect, and we succeeded." Sebastian Schmid, Head of Technology at Messe Stuttgart
DHB: What are the most important topics within the format?
Sebastian Schmid: Each of the four days was dedicated to a topic currently affecting the industry. These were addressed through expert presentations and panel discussions. The focus was on the R+T Innovation Award, which recognizes groundbreaking products in the industry and presents them to a trade audience. The "Day of Crafts" offered a diverse program for the gates and smart home sectors. Archikon 2021, the state congress for architecture and urban development, was also held digitally as part of R+T.
We had a very successful start with the "Gastronomy Day," at which Hans Peter Wollseifer (President of the German Association of Hotel and Restaurant Industry (ZDH), Fritz Engelhardt (Chairman of the Baden-Württemberg Association of Hotel and Restaurant Industry (DEHOGA), Guido Wolf (Minister of Justice and for Europe of the State of Baden-Württemberg), and Simon Tress (organic chef, author, and restaurant owner), among others, exchanged ideas in a panel discussion. At R+T, the booming outdoor living sector plays a major role, with sun and weather protection solutions that optimally enable the expansion of outdoor areas. This topic is more relevant than ever, especially in light of possible reopening strategies for the hotel and restaurant industry. Fascinating discussions were held between all participants – from the requirements to the necessary political support.
DHB: How do you assess the future role of digital formats?
Sebastian Schmid: Digital concepts cannot replace a physical trade fair. In the construction industry, experiencing the products live on-site is essential. Moreover, it is ultimately the human interaction that defines an industry and thus also a trade fair. However, digital formats will certainly continue to exist as a supplement to increase reach: These formats are ideal for new exhibitors who want to participate with a manageable effort. And it is possible to welcome trade visitors from all over the world to industry events, regardless of travel requirements.
The interview was conducted by Maren Meyerling
Background Here you can find information about rt-expo.com and to rt-expo.digital
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