Staying in dialogue

Anna Moldenhauer: Why did you and the team decide to introduce a new event structure with eight solution areas for the upcoming ISH?

Stefan Seitz: We have noticed that the structure of exhibitors has changed, that system providers are becoming more frequent and that they now offer a complete bathroom, for example, instead of specialising in ceramics, fittings or furniture. This trend has existed in the heating sector for some time. Our planning used to be based on product groups – this subdivision no longer makes sense when the majority of companies present themselves as system providers or complete suppliers. In addition, our target group is extremely heterogeneous, visitors come to the trade fair with many interests and these need to be addressed more effectively. This was the background to the decision to switch from a pure product show to a solution-orientated user fair. Eight solution areas for the various applications have emerged from this consideration.

The motto of the ISH is ‘Solutions for a sustainable future’. What does sustainable mean to you in this context?

Stefan Seitz: We deal with the elementary things in life: everyone wants to be able to use clean water and have a heated home. This should be produced in a resource-saving, energy-efficient and CO2-neutral way. In addition, the air we breathe should be clean. This is the main issue in the discussion about sustainability – how can we achieve the climate protection targets that have been set for us? The building sector still has a lot of potential for improvement. With water-saving technologies or by converting heat generation or air conditioning to modern systems, for example, we can make a major contribution to sustainability. The topic also includes our own actions as a company, whether we use sustainable electricity or whether exhibitors build sustainable exhibition stands. We are all asked to think about our responsibility and act accordingly.

Will ISH have any specifications for the stand architecture?

Stefan Seitz: We are currently focussing more on positive communication, for alternatives in building construction and for more sustainable products. Together with Stylepark, we are offering the Designplus Award by ISH, which will also include a category for sustainable stand construction. These examples of best practice will certainly serve as inspiration for others.

The special categories of the Designplus Award, which ISH organises together with Stylepark, also include ‘Young Innovators+’. What issues are currently important for the younger generation in the industry?

Stefan Seitz: The younger generation is very different when it comes to digitalisation and AI and has a different need for information. The ISH Festival was created to specifically address the needs and interests of the younger generation in the trades – a special highlight in Hall 6.1. This special area is aimed at the skilled workers of tomorrow and combines inspiration, dialogue and experience. On the Creator Stage, well-known content creators from the HVAC trade will share their passion and provide insights into the exciting combination of trade and social media. At the same time, an interactive experience course organised by the exhibitors invites visitors to try out practical challenges and experience the trade in an innovative way. Digitally sophisticated overall solutions will certainly be an important topic in order to optimise, monitor and merge processes. The start-up area in Hall 11.1 is also a great opportunity for them to communicate their ideas and products, especially with regard to topics such as energy efficiency, systems for CO2 minimisation or the latest software. The best idea will also receive the Designplus Award, which is another incentive.

To communicate ISH, an AI craftsman called "Manni" has been created, you use AI-generated photos and have already started to optimise initial processes with AI - in which areas can AI still be useful for ISH?

Stefan Seitz: ‘Manni’ is a versatile AI-generated speaker for us and we have also started to generate graphic elements, key visuals and other forms of marketing communication with the help of AI. Messe Frankfurt will also be launching a chatbot that can provide the wealth of information available on the website in a more targeted manner and ensure better orientation. We also use AI for our daily work to collect, structure and analyse data or for smaller texts for communication. All in compliance with the General Data Protection Regulation, of course.

What can guests expect at the Value of Water Conference and the Building Future Conference?

Stefan Seitz: The Value of Water Conference will take place in cooperation with the Handelsblatt Media Group on 17 and 18 March 2025 and will offer an international platform on the topics of global water management, hygiene and sanitation. As an independent forum, the conference will bring together leading minds from the World Health Organisation and the Bill Gates Foundation. Together, the aim is to develop solutions to the global water crisis and achieve UN Sustainable Development Goal 6, which stands for clean water and sanitation for everyone. The Building Future Conference is the counterpart to this, focussing on achieving climate protection goals in the building sector and how the heating, air conditioning and automation trades work together. The programmes are structured for the respective target groups. One day is more about the overall European political picture, the framework conditions and best practice examples. We have dedicated another slot to local authorities, focussing on municipal heat planning and implementation. There will also be programmes for architects and planners, for the real estate and construction industry and for housing associations. Through this comprehensive conference, we would also like to address visitors who are primarily interested in the events and then visit the trade fair afterwards. We have already received international registrations that we would hardly have reached with the traditional programme.

So the supporting programme and experience at the ISH will be much more important than before?

Stefan Seitz: International guests invest a lot in travelling to the trade fair, so there has to be added value – such as knowledge transfer tailored to the target group and the opportunity to network. We are constantly expanding our offering.

Around 70 per cent of exhibitors come from abroad – what is particularly important to them at the ISH?

Stefan Seitz: The ISH is an international marketplace, and this holistic offering can only be found worldwide at Messe Frankfurt. Visitors therefore have the opportunity to start co-operations with other international exhibitors as well as to gain access to the German market. The companies that form the preliminary stages of the products, such as components and accessories, are also represented at the trade fair and can thus enter into dialogue with the industry. We started with six per cent foreign exhibitors in 1960, today we have 74 per cent. In 1960 we had 520 exhibitors, today we have 2,000. Internationalisation has grown enormously and is very important to us, and we have already taken measures to achieve this. Ideally, we would like to be able to welcome 50 per cent international and 50 per cent national guests.

Can you explain the measures for more internationalisation?

Stefan Seitz: On the one hand, we have focussed more on international issues with regard to our thematic offerings, and on the other, we have also launched a new communication strategy – in the past, a topic was only translated for the international audience. Today, we also look at the individual markets in order to identify needs that may not have high priority nationally but are important internationally, such as the lack of water.

There will be special areas at the ISH for key topics such as green roofs and façades, public sanitary facilities and care buildings, SPAs, pools and wellness. What is important for you to convey with this programme?

Stefan Seitz: The special areas support the eight solution areas and emphasise the importance of the individual applications. At the same time, it gives us the opportunity to reach new target groups by attaching more importance to selected topics. The central area at the trade fair should also be attractive for smaller exhibitors. Each special area will also offer a Speakers Corner for discourse, in which presentations will be offered specifically on the respective topic.

You have been working for Messe Frankfurt for 23 years – there are currently many different experiments taking place as to what a trade fair can and must be in the future in order to be relevant for exhibiting companies and guests. What is your point of view?

Stefan Seitz: The be-all and end-all is the constant relevance of your own topics. If a market collapses, the associated trade fairs also disappear. Striving for climate neutrality requires the right technologies, and that's what the ISH stands for. We are not running out of market, but we must not fail to listen to the wishes of exhibitors and visitors. New concepts and themes are needed to meet new requirements. It's about having an open ear and constantly developing the product further. As a trade fair organiser, I have to make sure that I stay in touch with the various target groups in order to send the right messages to the market and develop an offer that stands out positively. That is the challenge.