"A fascinating meeting point for planning professionals and manufacturers"

In this interview, Dick Spierenburg talks about the concept behind Pure Editions and the inspiration and ideas it can give architects and other planning professionals.

Dick Spierenburg, besides being Creative Director and consultant to the imm cologne, you previously headed two Dutch competence centres for design. What forms of communication does design need nowadays?
If you want to present the diversity of contemporary design effectively, you have to offer lots of different exhibition worlds. In this respect, the imm cologne provides an ever more extensive overview, not just for professionals but for consumers as well. As a result, the event is a fascinating and effective meeting point for planners and manufacturers. The smaller-scale forms of presentation like permanent showrooms, temporary spaces and events held during the trade show have a different focus. I regard them as complementing the imm cologne and as a positive factor for the overall experience people have at the Cologne trade fair venue.

The Pure Editions format that you co-developed got off to a successful start at this year's imm cologne and will be held at the trade fair again in 2014. What's the concept behind Pure Editions and can you give us a concrete idea of how it will be implemented in 2014?
Pure Editions is an integrated presentation of visionary, innovative brands in a newly designed setting with a high degree of creativity. The Pure Editions concept focuses on collections featuring creative products and new materials or applications, as well as on forward-looking interior trends. But objects that were innovative in the past and are now valued as classics are also part of the concept. However, Hall 3.2 doesn't just contain products, it contains creative experiments as well: on different platforms, renowned designers will be collaborating with the exhibiting brands to stage compact, creative installations that will be selected by online platform Stylepark. The group of exhibitors selected for 2014 is even more exciting, because this year's results have convinced prestigious brands and first-time exhibitors of the various qualities the hall has to offer.

What kind of special offerings and inspiration does Pure Editions provide for contract sector target groups such as architects, interior designers and other planning professionals?
Pure Editions consists entirely of creative and innovative brands that have something to offer the interiors sector. The hall is planned with an eye to the big picture and designed in a very exciting way. As a result, it's not just the collections that will be of interest to architects and other planning professionals; they are certain to find the way they are presented inspiring and informative as well. And then there are the Featured Editions installations, which ensure plenty of variety and some in-depth insights.

To what extent do concepts like Pure Editions or Pure Village do justice to current developments in design such as the way different spaces are merging?
The imm cologne has evolved from a furniture fair into a comprehensive interiors fair for new trends. Pure Editions contributes to this development by showing furniture for indoors and outside, lighting, accessories, carpets, products for furnishing bathrooms and wellness areas and many other furnishing items besides.

In recent years, the imm cologne has considerably expanded its programme with the addition of new formats like Pure Editions or Pure Village in the Pure segment, as well as new trade show domains like LivingInteriors. Is it precisely this increased scope that presents an opportunity for the trade fair to raise its profile even more?
Cologne is a strong design venue and, as such, has a long tradition behind it. The coming imm cologne will accentuate, cultivate and publicise the theme of design even more. Due to its success and the big demand for premium presentations, the Pure exhibitors' segment is being expanded with the addition of new space. Besides Hall 11 – the biggest section of Pure and the traditional home of major design brands – it also includes Pure Editions and Pure Village with its consistently planned but varied architecture. Here the focus is more on understated product displays or fascinating interior concepts – especially in the form of projects like " Das Haus – Interiors on Stage", which is being created by Danish designer Louise Campbell this time round, plus The Stage lecture forum and Design Talents. And there's a new development for 2014: Hall 1 will be hosting Pure One, which consists of three areas for young design: the new Design Injection format with approx. twelve selected experimental installations, the [D³] Schools show which is returning this year, as well as the presentation of the [D³] Contest, which features designs by up-and-coming newcomers and never fails to come up with a few surprises.


Source: Koelnmesse, reprint free of charge