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IMEX Frankfurt reveals new Discovery Zone with holograms

IMEX Frankfurt aims to “inspire” and delight” attendees with holograms, robots, magic, music and crafts in the Discovery Zone at this year’s event between 21 and 23 May.

The interactive focus came after the announcement of this year’s Talking Point theme – Imagination. The IMEX Frankfurt Talking Point is a way for attendees to explore a single emerging or important trend in the industry and this year, IMEX organisers are celebrating creativity and curiosity.

Carina Bauer, IMEX Group CEO said: “We’re exploring and celebrating this aspect of being human – one that we frequently take for granted. Think of it as a human superpower – our instinct to ask without judgement or limitation, ‘what if?’

“We don’t believe in ‘business as usual’ and are always evolving and looking for new and engaging ways to encourage innovation in the industry – our new Discovery Zone is the perfect way to do this.”

In the Discovery Zone, attendees will find a variety of activities and innovations, such as “Mister Piano”, a walking piano played using the feet. There will also be a painting party, magic tricks, talking robots and 360-degree photography for guests to enjoy.

The Inspiration Hub, within the Discovery Zone, will offer speaker sessions on topics such as sustainability and diversity in the industry.

The indoor food court will be turned into a green, park-like space, equipped with trees, grass, a swing, and football and table tennis tables to provide a dedicated relaxation area for event attendees.

Bauer added: “We know our show delivers significant business benefit to buyers and exhibitors. We also know it’s important for them to have the time and space to experiment, discover new experiences and gather fuel for fresh, innovative ideas.

“Our new Discovery Zone is set to deliver a huge dose of creativity, with a few surprises along the way. Inspired by this year’s Imagination Talking Point, we asked, ‘What if we wove more experiential and fun elements into the show? What if that translated into more business benefit for everyone attending?’”

In keeping with the theme of imagination, technology and innovation, IMEX Frankfurt and the maps platform company, Stay 22, launched an interactive accommodation booking map for attendees to find the city’s independent accommodation options.

The annual event will take place at the Frankfurt Messe next month, with as many as 3,500 exhibitors from 160-plus countries expected to attend.