Shaping the future together: With the first area30 Think Tank, trade fair organiser trendfairs launched a new dialogue process for the kitchen industry in Frankfurt on 22 July 2026. Representatives from industry, retail, trade associations, academia and the media discussed ideas for the future of area30 – openly, constructively and with a clear objective: to further develop the leading trade and order fair and to strengthen its relevance to future market requirements in the long term.

If you want change, you have to engage in dialogue. This is precisely the approach taken by the area30 Think Tank. Rather than driving developments solely from the organisers’ perspective, trendfairs deliberately draws on the expertise of the people who help shape the kitchen market on a daily basis. Different perspectives are brought together, challenges are addressed openly, and viable solutions for the future of area30 are developed collaboratively.

Around 25 representatives from the kitchen industry accepted the invitation to Frankfurt. Together, they explored how area30 can position itself in the face of changing market conditions, what expectations exhibitors and visitors now have of a modern industry platform, and how business, inspiration and experience can be linked even more closely in future.

Workshop in the ‘World Café’ format
“We don’t just organise trade fairs for the market, but with the market,” emphasised trendfairs Managing Director Christopher Boss at the start of the workshop. This guiding principle ran through the entire day. After all, trade fairs have long since become much more than mere product showcases. They are places where people meet, which foster networking and create experiences. An approach that, in the kitchen sector, is based on the lowest common denominator – and aims to offer guidance, inspiration and emotion beyond that.

To make the discussion as interactive and open-ended as possible, trendfairs opted for the ‘World Café’ format.  In rotating small groups, participants discussed various issues at four themed tables. After each round of discussion, both the groups and the topics changed. This gave rise to ever-changing constellations, fresh perspectives and a lively dynamic of conversation, in which ideas emerged, experiences were shared and potential solutions were developed.

Strengths, areas for improvement, future challenges
What initially sparked scepticism among some participants, whilst providing others with the forum they had hoped for to raise questions and suggestions, developed over the course of the day into an open and dynamic exchange. It was not uncommon for discussions on the four key topics – ‘customer focus’, ‘communication’, ‘offering and presentation’ and ‘collaboration’ – to continue even during the breaks.

The discussions covered both strengths and areas for improvement. From visitor flow management and communication measures both on-site and in the run-up to the trade fair, right through to issues concerning the quality of the visitor experience and the range of exhibitors, the guests addressed a wide range of relevant topics. Even the role of area30 as the most-visited, manufacturer-neutral exhibition centre during the East Westphalian ‘Küchenherbst’ event, and its networking with other exhibitors through shared services during the exhibition period, was discussed in the context of the current economic situation. This is a moment that calls for resilience, but also forward thinking – and, not least, change.

Different needs – a shared focus
At the end of the workshop day, those present were impressed by the lively culture of discussion, the frank exchanges and the focused insights, which, once all four thematic sessions had concluded, coalesced into an overall picture. “I’m thrilled by the many excellent ideas I’ve heard today – and by the energy and passion with which the participants engaged in the discussions,” said one participant, clearly impressed by the day’s outcomes.

Events of this kind bring to light diverse and sometimes conflicting needs. Working together almost always fosters an understanding of decisions that may, at times, be unpopular. Ideally, the participants in such workshops become genuine partners.

Christopher Boss, Managing Director of trendfairs – who, alongside the further development of the established business and trade fair area30, is fundamentally committed to the industry’s desire for greater participation and exchange – was also enthusiastic about the new format. “Alongside numerous ideas and valid points of criticism, one thing in particular delighted us: the participants value area30 highly enough to spend a whole day in Frankfurt taking part in the discussions,” said Boss. “Everyone is pursuing the same goal as us: to successfully guide this trade fair into the future as a key marketplace for the industry.”

From dialogue to implementation
The participants clearly expressed their appreciation for the organisation of such a discussion forum. In particular, they highlighted the opportunity to voice criticism openly whilst actively contributing to the further development of area30. They also noted that, according to trendfairs, some of the ideas put forward are already set to be implemented in time for the upcoming trade fair in September.

Christopher Boss made it clear that other ideas emerging from the workshop day require medium-term strategies. The positive and constructive atmosphere throughout the event demonstrated that the challenges facing the kitchen industry and the trade fair landscape are best tackled collectively, says Boss. “The future of area30 is not shaped at a desk, but through joint dialogue with the people who shape this industry,” summarises Christopher Boss. “The think tank has shown just how much energy, creativity and drive for innovation there is in our industry. We will continue to pursue this path consistently – together with our partners.”

Further information about the trade fair can be found at www.area-30.de.

Next Show
19 to 24 September 2026

Press images area30

Download current press release