5 minute read
Interview
The HoReCa hall at Ambiente 2020 proved itself a rip-roaring success, so much so that its return in 2023 is hotly anticipated. Thomas Kastl, director dining, tells us how hospitality will take centre stage…
Thomas, is HoReCa a major focus for Ambiente 2023?
After the great success in 2020, HoReCa will continue to be a focus topic of Ambiente and will be centralised in its own hall. A large number of national and international HoReCa companies will show the world in Frankfurt which topics, projects and also challenges have moved them in the past two years. In its HoReCa section, Ambiente presents the entire front-of-house variety and, for example, provides decisive answers to tomorrow’s hospitality trends at the HoReCa Academy. Whether innovative catering concepts or furnishings for large projects - in Frankfurt, hospitality buyers gain deep insights and pioneering prospects as well as an overview of developments in design and the market.
Will Hall 6.0 still be the heart of hospitality at the show?
Hall 11.0 will be the new home for HoReCa from next year onwards. We are further expanding this area, both in terms of space and thematic diversity. The new location in the West section of Messe Frankfurt offers many new advantages for visitors – a short distance from Halls 9 and 12, the HoReCa hall will in future act as a perfect link between the Table product group in Hall 12 and the Kitchen, Accessories & Baking product group in Hall 9. This will result in short and efficient distances for ordering and buyers will be able to pick up trend impulses from related product ranges in addition to their core assortments.
Fact!
Hall 11 will be the HoReCa Hall at Ambiente 2023 with expanded display areas and even more exhibitors.
Is the HoReCa Academy still going to be a focus?
Yes, we will again have a HoReCa Academy at Ambiente 2023 and cordially invite trade fair participants to take part in the lectures and discussion rounds with renowned industry experts next February. The HoReCa Academy will also take place in Hall 11.0 and thus once again in the immediate vicinity of the exhibiting companies that use HoReCa as a distribution channel. In 2020, the very first HoReCa
Spotlight on…
The HoReCa Academy
The HoReCa Academy will return full force for 2023. After a successful launch in 2020, the Academy is set for a glorious return to form, with Hall 11.0 as its base. “Entrepreneurs explained new approaches and concepts. World-renowned designers spoke about sought-after interiors and furnishings,” Thomas says. “Star chefs reported on how they are enhancing and revolutionising the taste experience. In 2023, we will stick to this concept and offer great added value for our fair participants.”
Academy impressed with a varied programme – industry experts told us where the market is heading. The programme for 2023 is currently being put together and we will reveal in the coming months which national and international speakers will present news and trends from the industry.
It will have been two years since Ambiente was last held, how has the hospitality sector changed in that period of time and will we see it reflected at the next show?
The HoReCa sector is clearly one of the sectors that was hit hardest by the Corona pandemic. While rosy times were predicted for 2019, in the end everything turned out differently than expected. But the industry did not let itself be defeated. Companies worked on innovative solutions and concepts and discovered new potentials. I’m talking about innovations in the buffet sector, sustainable packaging and concepts for take-aways, or hygienic product innovations in general. And all this has been waiting for a long time to be presented live finally now to a large international audience next year. Visitors will be able to experience with all their senses what moves the HoReCa industry and exchange ideas with business partners in person again at last.
Did you know?
Exhibitors from product areas such as buffet, presentation and food dispensing, chafing and transport, tabletop, café and bar, ovenware, disposable and reusable tableware, kitchen and kitchen gadgets, menu cards, chalkboards and display, kitchen and electrical built-in appliances, pre-cooking and cooking preparation as well as kitchen and restaurant equipment will be hosted in the HoReCa hall.
Trend corner
“Apart from the trends triggered by the Corona pandemic, I currently see a very strong craftsman’s touch in plates, bowls and such,” Thomas says. “Natural colours are also still extremely popular, although white and cream tones will always play an important role and are indispensable in the collections. In contrast, there is still a trend towards dark tableware in combination with gold or copper-coloured cutlery. And still others, true to the motto “everything is permitted”, mix and match different styles with each other and thus ensure varied dining experiences.”
Finally, what would you say to exhibitors who are unsure of whether they should commit to exhibiting at Ambiente 2023?
Trade visitors need advice. They want to experience products and touch materials. They want to firm up their requirements and explain what they are looking for. Because solutions are often developed in encounters, co-operations are initiated in conversation and, especially when it comes to HoReCa, personal exchange is important. Use Ambiente 2023 to speak directly to your target groups. Identify opportunities for cooperation with suppliers for hotels and restaurants. Talk to chefs and hospitality planners, those really specialist decision makers who need an overview of what’s on offer to plan their projects properly. Be here in Frankfurt, because Ambiente continues to be the world’s biggest and most important hotspot for dining.
