2020 TRENDS REPORT
South Africa exhibition sector shines at
EuroShop 2020 By Gary van der Watt, Resource Design
In reflecting on Covid-19, with the benefit of hindsight, there are probably a number of things that we all did wrong. In the same instance, there are a lot of things that we are doing right.
C
urrently, everything is overdigitised. We are bombarded by seminars and virtual sessions, and are at the same time juggling business conundrums such as staff, OPEX, new markets, and the new “now”. This has allowed us to distil information, recognise past mistakes and build on opportunities. Euroshop 2020 demonstrated many of these learnings at one of the last iconic events before lockdown. Flying out of Germany with lockdowns looming
8 Business Events Africa May 2020
some may have felt that the cost to attend was not meaningful. From our point of view, however, we believe that our participation was invaluable. Strategically, it gave us an overview of the global market position and trends. As a niche product it confirmed that the market is growing and that sustainability is key to a future industry. Lastly, the power of the global impact of Covid-19 has taught us the need to adapt, be fluid and create value as we navigate through our events ecosystem. The adage “Think Global Act Local” resounded in my brain as the reality of Covid-19 set in. In this, a very positive aspect that I took away from Euroshop was the strong South African presence, both as exhibitors and visitors. Resource Design and Neworld Exhibitions had stands at the event with Octanorm SA and Scan Display as sharing exhibitors. What was most inspiring was the constant stream of South African companies onto our Resource Design booth, with teams from Expo Guys, Hott3D, Neworld Exhibitions, Xanita, The Design Company, Full Circle Events pausing to chat and say Sawubona. Hott3D owner Liam Beattie was upbeat after his team’s visit to Euroshop. He
said: “For most of our team, it was their first trip to Euroshop, and as anyone who has been knows, that first time is incredibly awe-inspiring and motivating. It is an essential team-building trip for any company that operates in our industry.” This was a common message that echoed throughout the show: that the cost and effort of getting to the event was a valuable investment in time and staff, and also investing in the local South African industry in bringing back best practices in design and solutions. Crowning this was the realisation that the South African industry offers a superior quality of booth and service. Furthermore, it demonstrated the fact that we can hold our own on the global stage, and in some areas, we are global leaders. Stalwarts Mike Morris and Lesley van der Spuy of Neworld Exhibitions displayed their new LIGHTWALL curved illuminated display. The wall uses seamless printed fabric graphics, which wrap around and fit snuggly to a curved frame giving a 360 degree internally lit branding potential. The quality and the originality of the product was greeted with multiple inquiries from over 40 countries. Resource Designs unique sustainable product and booth demonstrated that a
www.businesseventsafrica.com
