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.

Currently, 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 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 South African product can go from local to global and even make the shift from niche to industry trend setter. Greening is a hot trend but certified sustainability is fast overtaking this.

With imminent carbon taxes and pressure from governments the sustainable aspect is extremely topical. Exhibiting at Euroshop was key to exposing Resource Design to our “global village”. With the recently released UFI Policy Framework there is a clear need for exhibition build-ups to take place faster, cleaner and with less staff and logistics. Resource Design offers a 60 per cent reduction across all of these key requirements. The bonus is we are able to address industry (UFI, GDS-Index) Sustainability Goals at the same time.

Our Swedish based partners – the sign says ‘’Sorry that we are so quiet. We are busy building. A very unique aspect of the sustainable process.

As our economy emerges from the grip of a Covid-19 induced financial quagmire there are two important factors, namely: turning global learnings into local solutions, and secondly converting local innovation into international industry benchmarks. Xanita also exhibited at Euroshop. The Cape Town sustainable board innovator partnered with its Euro distributor Sentec. Within the Resource Design- Xanita partnership this sustainable product represents a 100 per cent locally developed material and solution that is exported internationally. This translates into local job creation from the raw material stage, through design and into the finished product.

In “supporting local”, GL Events South Africa has adopted this sustainable strategy with a range aptly named eco-Mod. The long term benefit to South Africa would be this range cascading back into GL Events on an internationally level. In the proud words of Thabo Mbeki “I am an African” I feel a distinct calling that South Africans need to embrace these kinds of products. It’s time to think global and act local.

IFES Sustainability Award made to Karen Robertson of Resource Design with Uta Goretzky and Torsten Heinze of IFES on the IFES Pavilion

The industry support during Covid-19 has been phenomenal. The collaborative attitude between members and nonmembers of associations such as EXSA, AAXO and SAACI has been inspiring. I believe that this crisis has laid both the foundation as well as the opportunity for positive fundamental industry change.

The Resource Design booth was staffed by partners from South Africa, Scotland, Netherlands, England and Sweden.

Who is Gary van der Watt?

Gary van der Watt, of Resource Design, has 33 years of experience in the exhibition industry and an informed global overview. He is a champion for sustainability on an ecological, social and economic level. He is a current board member of EXSA and EGF.