DÜSSELDORF, Germany—The Supervisory Board and the shareholders of Messe Düsseldorf have approved plans for the complete reconstruction of the fairground’s South Entrance and, subsequently, Hall 1. Werner M. Dornscheidt, CEO of Messe Düsseldorf, explained: “We can now implement our master plan for the complete modernization and renewal of the premises at our home base—and, as always, without subsidies.” The investment for this southern section of the exhibition center is €140 million. Overall, Messe Düsseldorf will invest around €636 million until 2030. The work is scheduled to start in May 2017, after the interpack trade fair, and should be completed in summer 2019. The design has been created by the Düsseldorf based architectural firm slapa oberholz pszczulny architekten.
The new South Entrance will give Messe Düsseldorf a contemporary presence directly on the banks of the Rhine river with a view towards Düsseldorf. Trade fair visitors and convention delegates will be welcomed by a new illuminated and translucent awning, 83,950 sq. ft. in size and about 65-ft. high. It will be a powerful architectural icon at this highly visible point of the exhibition center. Jurek Slapa, managing partner at sop architekten, noted: “The awning gives the Düsseldorf exhibition center a new face and a distinctive address in a unique position between the Rhine and the Nordpark. At the same time, it integrates the existing convention center, CCD, ensuring a sensitive approach to existing structures.” With its length of 558-ft. and a width of 305-ft., it will offer plenty of space for trade fair visitors and convention delegates before they even reach the exhibition or convention center.
The South Entrance will be open toward the forecourt across a completely glazed front, 305-ft. in length. More than 6,560 sq. ft. of space will accommodate all the necessary services, such as cashiers and coat checks. The first floor will have a glass enclosed meeting room protruding into the foyer. Moreover, the entire foyer can be used for events. The forecourt will provide access to an underground parking garage with 300 spaces, as well as bus and taxi stops.
“By redesigning the South Entrance, we are creating a high quality condition for exhibitors and visitors, both architecturally and functionally—the same we already have at the North Entrance,” said Werner. This will also include a newly built Hall 1. After interpack 2017, Messe Düsseldorf plans to demolish Halls 1 and 2 and to replace them with a new building that will be immediately adjacent to the foyer along its entire width.
With 518 ft. in length, 252 ft. in width and comprising more than 129,160 sq. ft., the new hall will be about the size of the existing halls 8a and 8b. The new hall will meet the high technical standards of the entire exhibition center. It will be accessible via seven gates, and will allow suspensions from the ceiling and also the supply to the stands from the hall floor. For visitors, the hall is connected to the CCD South via a bridge on the first floor. In addition to being connected to halls 3 and 4, a special route will lead from the South Entrance directly to the rest of the fairgrounds.
On its first floor, the new hall will have six meeting rooms with 2,150 sq. ft. each, accommodating up to 198 persons. For even further flexibility, all rooms can be partitioned centrally. The hall can also be used as an event venue independent from trade fair times and can accommodate up to 10,000 guests seated in rows. “The creation of impressive, state of the art event facilities in this place will substantially boost the attractiveness of Düsseldorf as a destination for conventions and other events. It will provide Düsseldorf Congress Sport & Event GmbH with totally new dimensions for the marketing of their venues. However, as trade fair organizers, we also can give our customers significant added value by offering flexible usage options,” noted Werner.
He explained that massive changes have taken place in the trade fair sector over the last 15 to 20 years. On the one hand, the sector has developed into a global industry, so trade fair themes are now organized on a worldwide scale. On the other hand, leading trade fairs in various industries have turned into meeting points for globalized business. Trade fairs, too, have changed in character. The leading trade fairs of those industries have long turned into venues for international knowledge transfer where all participants can exchange ideas, whether they are scientists, startups or global multinationals. “What we have now is a totally different kind of trade fair,” Werner remarked.
The Messe Düsseldorf Group started to respond to these developments at an early stage. It began by establishing international subsidiaries on the most important global markets and by comprehensively expanding its international marketing network which now spans 132 countries all over the world. “Since then, we have continued the development of our globalization activities with our strategy ‘Messe Düsseldorf 2030.’ It clearly puts the focus on expanding our global portfolio and on strengthening our international marketing. And what is particularly important for us is the qualitative development of our leading global trade fairs in Düsseldorf,” added Werner.
One integral component of this corporate strategy is a master plan for the modernization of the exhibition center which started with the rebuilding of Halls 6 and 7 in 2000. The entire plan is based on continuous reviews of the project to ensure that it meets the customer’s needs, coupled with cost effectiveness and sustainable development. By the autumn of 2016, 11 of the 19 halls will have been either rebuild or completely refurbished. The North Entrance was already redesigned in 2004 and is now providing direct street car access to the city center and the central train station.
With this master plan, Messe Düsseldorf is responding to new requirements for its exhibition center as a result of the qualitative changes of trade fairs. This includes the multifunctional usability of hall space and, above all, the creation of high quality space for conferences and conventions of all sizes—a central aspect in the overall master plan for the modernization of the Düsseldorf exhibition center. This is very much in line with the company’s clear customer focus which Messe Düsseldorf has prioritized in all its work—ever since it first created the exhibition center nearly 40 years ago. Situated within a metropolitan area with a population of 150 million within a 300 mile radius, the trade fair venue is in an ideal geographical position. It has its own motorway exit, leading straight to its venue and 20,000 parking spaces, good traffic connections between the entrances and the Düsseldorf Airport—with about 200 destinations worldwide—and is close to two intercity train stations. This makes the venue ideally accessible for exhibitors and visitors, while also allowing good access for setting up and dismantling trade fairs. Due to ground level access, a high load bearing capacity of the floors, ducts for the supply of energy, water and telecommunications lines right up to the stands within a 16-ft. grid as well as state of the art engineering in all the halls, exhibitors get the best possible service.
Werner emphasized that “traditionally, we always had a comprehensive understanding of customer focus and service. The ‘Messe Düsseldorf 2030’ strategy therefore includes the development of our fairgrounds and our portfolio as well as the hard and software we use as trade fair organizers.”