Messe Frankfurt repositions office segment to focus, innovate, and expand in the Middle East market.
Messe Frankfurt has announced a strategic shift in the office supplies segment of the Ambiente trade fair, aligning with market dynamics and focusing on Middle East expansion. The 2025 edition of Ambiente will not feature office supplies, part of Ambiente Working. This segment will now feature at the Paperworld Middle East in Dubai. This move is designed to consolidate commercial office suppliers in a single, vibrant market, enhancing efficiency and tapping into the growing demand in emerging markets.
This reorientation follows extensive industry consultations that revealed limitations in presenting a varied and in-depth product range in Frankfurt. While office supplies transition to Dubai, Ambiente will continue to develop its stationery, school supplies, and creative sectors. It will also expand its Office Design & Solutions area, incorporating the progressive ‘Future of Work’ concept.
These changes are aimed at leveraging global market trends, maintaining appeal for international exhibitors, and catering to evolving industry needs. Concurrently, Dubai’s Paperworld Middle East will focus more on commercial office supplies, strategically positioned to connect suppliers with markets in Asia, Europe, and Africa, fostering global trade and innovation in office supplies.
Remanexpo is an integral part of Ambiente and is unaffected by these changes and will feature at Ambiente 2025, scheduled for February 7-11. This continuity ensures that Remanexpo retains its focus on the office print and imaging market against an emerging growth of reuse and catering to specific sectors within the broader industry landscape.
Our take on this: Trade shows are often seen as barometers of industry trends, adeptly reflecting and responding to market dynamics. The strategic realignment of Office Products on the increasing markets of the Middle East and Africa can enhance and stimulate global trade, fostering both innovation and growth in tune with economic currents.
