FASHION, trends, and 625 exhibitors at Formland in Herning

MCH Messecenter Herning will be filled with design, applied art, and interiors when Formland Spring 2008 opens on Friday 1 February. Scandinavia’s biggest trade fair for the industry will be attended by 625 exhibitors who present a large number of innovations for the spring season.

Of these, 48 exhibitors come from abroad – more than half of them from Sweden – while the others are distributed between Norway, Germany, the Netherlands, Belgium, Ireland, and Spain. Formland is offering six trend zones with the latest trends, a new area entitled FASHION, and the large hardware hall with leading suppliers such as Rosendahl, Royal Copenhagen, and Eva Denmark.

“Formland Spring 2008 is the trade fair where visitors can see the latest trends and meet exhibitors from Denmark and abroad. One of the hottest themes in the retail trade right now is hybrid shops, and this can be seen among Formland’s exhibitors who will bring along a host of innovations in the fields of applied art, interiors, jewellery, handbags, and furniture,” relates Project Manager Lars Jespersen from MCH Messecenter Herning Kongrescenter.

Growing trends at Formland
Scandinavian design is flourishing at the trend zone HOThouse in Hall D under the influence of global cultures and local design. The trend bureau Eckmann Alive is in charge of the zone with a series of current Hot Spot themes – among them recycling, ecology, and ethical responsibility – themes that are illustrated through such means as exhibitors’ innovations and products. Another Formland trend zone is villAlive in Hall C. The house of the future was designed by TechnologyDenmark and can best be described as an experiment in lifestyle. The house breaks out of the square framework because it comprises two staggered ellipses one on top of the other. This offers families new options so they can spread out through five rooms. villAlive will be equipped with modern interiors during the Formland Fair.

The other trend zones at Formland Spring 2008 are the trend cafés: A World of Colours, Diva Lounge, and Aqua Lounge, as well as Wellness Lounge where visitors can take a break in the central corridor of Hall M.

Familiar brands in new FASHION area
FASHION is the latest step taken at Formland. The focus of the area is fashion and it offers popular brand-name products and collections in shoes, clothes, handbags, and jewellery, and much more. There are more than 50 companies in the FASHION area and among the exhibitors attending for the first time are Adax / Maanii by Adax, Balschmidt Agentur ApS, and Boasko A/S. The latter is the Danish agent for the well-known British shoe brand, Fly London.
“We have also previously had fashion exhibitors. We have now gathered them in a new, joint FASHION area. We have found that visitors are increasingly looking for fashion products. This makes it a natural development for Formland to expand with new exhibitors and product groups,” emphasises Lars Jespersen, MCH.

Trade fair centre with a new name
From 1 January 2008 the group behind Messecenter Herning changed names to MCH. This is part of the group’s vision and plan to become Scandinavia’s leading arranger of trade fairs, cultural arrangements and events. MCH comprises MCH Messecenter Herning, MCH Herning Kongrescenter and MCH SAS Arena.

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