viscom will enhance the profile of its six theme worlds, which will also be reflected in a re-arranged hall configuration starting in 2014. This move goes along with an expansion of the exhibition area to two halls. From now on, visitors will be able to find all exhibitors in the six core segments large format printing, signmaking, digital signage, POS display, POS packaging and object design bundled in one place. In addition, POS packaging and object design – two new trade fair segments whose role has been strengthened within the portfolio of the trade fair – will be positioned clearly.

With a well-defined structure divided into six distinct areas, viscom 2014 will provide effective guidance in a market brimming with a wide variety of requirements and business models. “The clear structure will make viscom even more attractive to all kinds of exhibitor and visitor target groups,” says viscom Director Petra Lassahn. “Thanks to the structured exhibition space, we’re able to create a common identity within each segment while offering everyone a chance to broaden their horizons and recognise and leverage synergies. It’s the perfect combination of being next to each other and being with each other.” viscom is the only trade fair in Europe where the different visual communications sectors perfectly mesh together. It continues to develop this aspect in step with movements in the market.

Large format printing is the first of the six equally important core segments at viscom. New business areas are developing in this area in response to new user demands and applications. In order to serve companies seeking innovative printing processes, solutions and business models, viscom will bundle the concentrated force of the printing industry in this effective confluence of machine, software and medium.

Signmaking has always been one of viscom’s core segments. The number of technologies is increasing. Processes are getting more complex. At viscom, advertising technicians, graphics shops and media production specialists will find everything they need to ensure the long-term success of their business, and they’ll appreciate receiving valuable input on the latest trends.

Digital signage has long been a fixture at viscom, an area where the visual communication universe is paired up with the promise of digital. Exhibitors will present ideas to visitors on how to optimally use digital signage, be it in retail, at hotels and restaurants, train stations and airports, cultural institutions or in public spaces. By combining what’s technically feasible with content that make sense, viscom promotes acceptance and sales of networked solutions.

POS display: The name is a new one, but the area as such has been featured at the trade fair for a number of years. Brand manufacturers and trade marketers need to generate attention at the POS. Whether they’re for short- or long-term deployment – viscom will present to its trade visitors innovative product or stand-alone displays in any colour and style imaginable.

POS packaging will be making its debut as a distinct trade fair segment at viscom. From folded boxes to packaging printing to modern safety technologies, marketing and communication – viscom will offer a home to this multifaceted topic revolving around packaging, a topic that’s embedded in the entire visual communication chain. Moreover, trade marketing managers, product managers, buyers and creative talent from all sectors will be inspired by new materials, colours and printing processes.

Object design will also be making its debut as a separate trade fair segment in 2014. Among the broad range of viscom offerings, trade fair visitors from sectors such as object design, architecture and processing will find technologies, processes and materials that generate inspiring impulses and new solutions that meld together the world of analogue and the world of digital.

Exhibitors and visitors will be addressed directly thanks to these well-developed sub-brands and a catchy colour scheme. Each trade fair area will be colour-coded both in print materials and online, and the same colours will represent the six theme worlds at viscom.

Starting in 2014, viscom exhibitors will be bundled within the various theme worlds at the venue. For example, visitors will find all companies from the large format printing segment in one hall area. Another novelty resulting from viscom’s growth is the expansion of viscom to two halls in Frankfurt. Besides Hall 3.0, Hall 3.1 will also be used from 5 to 7 November.

On the ground floor, visitors will then mostly find new technologies and manufacturing processes, latest-generation equipment as well as accessories and materials. Exhibitors from the areas large format printing, signmaking (including advertising technology) and illuminated advertising, and object design will exhibit there.

Hall 3.1 on the upper level is the place to be mainly for visitors in search of complete package solutions and inspiration. Target groups include marketing and product managers, trade marketers, agencies, retail and manufacturing marketing decision-makers, stand builders and storefitters, visual merchandisers, and object designers. The hall also houses exhibitors from the areas digital signage, POS display, POS packaging and object design, as well as a cross-section of all the core segments represented at the viscom World of Inspiration.

The new hall layout has been designed in a roundabout manner such that all segments and both halls share the spotlight equally amongst them.

Wednesday to Friday instead of Thursday to Saturday: viscom will also fall on different days of the week next year. As requested by exhibitors and visitors, the upcoming trade fair will take place on weekdays only, from 5 to 7 November.