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Christmasworld gives valuable knowledge edge with Premium Business Programme

Oct 18, 2018

Shopping centres, retailers, cities and regions inspire visitors and customers with impressive decorations and displays to celebrate seasonal events. Always being “up to date” is the name of the game when it comes to ensuring customer loyalty. The Premium Business Programme presents the latest industry developments and trends in a high-calibre two-day event format.

The Premium Business Programme at Christmasworld (25 – 29 January 2019) in Frankfurt am Main brings together international concept decoration experts from retail companies, shopping centres, cities and regional authorities, as well as innovative designers and design agencies. This exclusive industry forum with its high-quality lectures, guided tours and international networking takes place in the Premium Lounge in Hall 9.1 with direct links to the product world of the leading international trade fair for seasonal and festive decorations, lighting innovations and trends.

Two themed days with top-class keynote speakers and an exciting awards ceremony

On Friday, 25 January 2019 the theme is “Commercial properties, shopping centres and retail outlets”.
The keynote speaker is Dr Christian Mikunda with a lecture entitled “How light captivates – the psychology and dramaturgy of orchestrated worlds of light”. Illustrated by numerous visuals and prepared especially for Christmasworld, the lecture explores the psychological mechanisms and dramaturgical devices behind the use of lighting in successful marketing concepts. In shopping malls, public spaces, luxury real estate and brand architecture, lighting can be used to create marketing-relevant experiences. In his lecture, Mikunda decodes the devices behind the creation of successful worlds of light. He answers the questions “Why lighting experiences sell?”, “What yearnings does light satisfy?” and “How does lighting create an unmistakable identity?”. Following his lecture, he will answer questions from the audience and there will be an autograph and signing session for his new book “Hypno-aesthetics: the ultimate seduction in marketing, retail and architecture”. There will also be an opportunity to take part in a guided tour led by Mikunda, which visits exhibitors in the visual merchandising and lighting sector in Hall 9.0.

Mikunda is seen as the founder of the theory of strategic dramaturgy. He advises the automotive industry, retail trade, television stations, museums and airports, develops brand lands and shopping malls and maps out unifying themes for cities and regions. He is popular worldwide as a keynote speaker. He has taught in Vienna, Salzburg and Munich, was guest professor in Klagenfurt and Tübingen and guest speaker at Harvard University in Boston, USA.

Monday, 28 January 2019 will be organised by the German Association of Urban Marketing (bcsd) and follows the theme of “Urban marketing and municipalities”.

Professor Sebastian Zenker is the keynote speaker and explains in his lecture “Events as urban brand communication” how events can positively affect the urban image. His proposition is: Every town has a brand. By this he means that associations to the individual town are anchored in the minds of consumers. In order to positively influence this brand awareness, strategic brand communication is needed. Events, in particular, offer great potential here and are an important component of “physical urban communication”. After his lecture, Zenker will be available to answer questions from the audience and accompany a guided tour of the fair.

Sebastian Zenker is Professor of Urban Marketing at the Copenhagen Business School (Denmark). After completing his doctorate at the University of Hamburg on the subject of “Cities as Brands”, he undertook research at the Erasmus University of Rotterdam focusing primarily on brand management in cities and regions until he moved to Copenhagen in 2014. For more than five years he has been advising cities and municipalities at home and abroad on the subject of urban and regional marketing. Zenker also teaches on the bcsd professional development programme in the area of brand measurement and brand management in urban marketing. He is the author of several books and scientific articles as well as a founding member of the International Place Branding Association (IPBA).

Premium Programme links supply and demand

Christmasworld, the leading international trade fair for festive and seasonal decorations, is the perfect setting and source of inspiration for the Premium Business Programme. On seven exhibition hall levels, it will showcase from 26 to 29 January 2019 a globally unrivalled range of Advent and Christmas decorations, seasonal indoor and outdoor decorations, as well as decorations for large areas.

Here you can make contact with large-scale and outdoor decoration specialists and lighting manufacturers. These suppliers are identified by the Concept Decorations logo at the fair (and in the online exhibitor search engine).

Register now and enjoy Premium benefits

Premium visitors benefit from a range of services to enhance their Christmasworld experience. These include: free entry to Christmasworld on all days of the fair, access to the exclusive Premium Lounge in Hall 11.0 with keynote speeches, networking opportunities and guided tours, including all-day catering and cloakroom service, a VIP parking space within the exhibition grounds and free travel on the local RMV public transport network.

You can register online for the free Premium Programme until 10 January 2019 at


Note for journalists:

More detailed information and high-resolution photographic material can be found on the internet at: and

Christmasworld: Seasonal Decoration at its best

Christmasworld is the world’s most important order platform for the international festive decoration segment. Annually in Frankfurt it showcases the latest products and trends for all festive events of the year. It supplies innovative concept ideas for the decoration of large-scale and outdoor areas for the wholesale and retail trades, shopping centres, DIY stores and the green sector. The last event (including Floradecora) was attended by 1,048 exhibitors from 43 countries and over 43,400 visitors from 129 countries. Christmasworld displays the entire range of festive decorations. A wide-ranging programme of events, including the Trend Show, special shows and lectures, provides a valuable and inspirational additional offer for day-to-day business.

Background information on Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With more than 2,400 employees at 30 locations, the company generates annual sales of around €669 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
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