R+T 2021 casts its shadow ahead

Now from Monday to Friday

The (trade fair) world is currently completely dominated by the corona virus. Trade show organizers, but also the services around them - booth builders, hotels... - are heavily affected. Nevertheless, the thinking about and about the R+T 2021 has long since begun again.

The most drastic change being implemented in 2021 is that the fair will no longer begin on Tuesdays. The R+T 2021 will be held from Monday, Feb. 22 to Friday, Feb. 26, 2021. Also new is that the R+T's corporate identity has undergone a makeover.

The R+T 2021 is already almost 'full'

Preparations for R+T 2021 are in full swing. Ninety percent of the available exhibition space has already been reserved and the fair organizers expect that exhibitors and visitors can expect ten fully booked exhibition halls. The new hall layout, introduced at the previous R+T and positively received, will also be used again for the next edition of the R+T, incidentally with a few minor adjustments and improvements.

"It is a fact that at the upcoming R+T the exhibitors will once again show the entire range of products from roller shutters, gates and fences and sun blinds," Sebastian Schmid, Messe Stuttgart's Technology Department Manager is convinced. "Many companies plan their innovation projects with the R+T in mind, so that they can present the latest news to the trade audience during the trade fair show."

Back from the road: Alulux

A number of exhibitors who were not present at the R+T in 2018 have returned. One of these is Alulux. This company will make a relaunch at the R+T in Stuttgart in 2021. After a one-time sabbatical from the R+T, the manufacturer of roller shutters and awnings intends to show a comprehensive product range to the trade world.

Klaus Wuchner, Director of Sales and Marketing at markilux, and Christiane Berning,
head of the Marketing and Business Development departments. (Photo: markilux.)

AND markilux

After a break of even six years, markilux is also back at the R+T. The company is doing so with a new exhibition concept, where the focus will be on products to shade larger areas. In addition, markilux wants to focus emphatically on expanding its international sales network.

"In recent years, the R+T in Stuttgart has taken a bit of a back seat for us," said Markilux Director of Sales and Marketing Klaus Wuchner. "This was partly due to changed market conditions and, as a result, a different focus when investing. This strategy has brought us national and international growth."

Catering canopies from markilux.(Photo: markilux.)

Large surfaces

"This process also included a focus on shading large areas," Wuchner continues. "A multi-person team is responsible for this. Together with selected specialist partners, this team supervises national and international projects of customers and architects, from the initial concept to the assembled screen system."

According to Klaus Wuchner, the new service is especially in demand in the hospitality industry. "We want to give the trade audience at R+T 2021 more insight into this still young segment and its possibilities." Markilux is doing this at a smaller, but specially tailored booth for shading large areas. "Shading for large areas has also become increasingly important at the R+T in recent years," Wuchner explains. "This was reflected in the many slatted roofs, pergola systems and glass canopies. We therefore think that this is the right time to return to the trade fair with a new concept."

The markilux booth at R+T 2012. (Photo: Thijs Pubben.)

Increase brand awareness

In 2015 and 2018, markilux focused on other issues and therefore did not participate in the R+T. "The focus was on increasing brand awareness among consumers to support our dealers in sales," said Christiane Berning, Head of Marketing and Business Development. "Since then we have, among other things, developed a new website, new advertising campaigns and an app, invested in our dealer structure, expanded showroom and training capacity and built a new office for internal growth and external events, all to continue to grow and make our company ready for the changing market."

New exhibition participation

"To hold our own in international competition, flexibility and sometimes unconventional actions are important," Wuchner said. "This is why since 2014 we have chosen to present new products directly to our dealers during in-house organized product presentations. But now participation in the trade fair has become meaningful again, for example to interest - new - dealers in the shading of large areaken."