Pure Elegance creates more space for exclusive lifestyle at imm cologne 2014

Following the good performance of the imm cologne 2013, the international furniture and interior design fair is creating space for its continued qualitative and quantitative development. The Pure segment plays a key role in this. With Pure Elegance, the new format for the luxurious high-end sector, and the stronger focus on young creative design in Hall 1, the trade fair is consistently continuing on its way towards an interiors show.

“As a segment for the presentation of international high-end design, Pure has undergone the most dynamic development in recent years - partly due to new exhibitor interest and exhibitors who are returning to the Rhine, and partly due to new incentives from the trade fair in the form of new formats and themes,” says Frank Haubold, Vice President Trade Fair Management.

With Pure Elegance, the imm cologne 2014 is creating an offering in the luxurious high-end segment. With its broad-based structures, the new format is designed to create generous spaces for brand worlds whose exclusive product ranges will be staged in lavish booth designs that allow them to unfold their decorative and sometimes flamboyant character. With big, themed entrances that tempt visitors to step inside, premium fittings and classic architecture, Pure Elegance provides a prestigious ambience for the presentation of this exclusive kind of interior design.

With this concept, the imm cologne aims to develop the potential of this product category whilst simultaneously heightening visitors’ perception of details: “Nowadays, as a design theme, luxury isn’t just apparent at the level of style, which is usually characterised by eclectic aesthetics. Pure Elegance will demonstrate that an exclusive lifestyle is also and above all expressed in the exceptional quality of processing techniques, finely crafted details, beautiful lacquers and woods, exquisite fabrics and premium leather,” says Creative Director Dick Spierenburg in anticipation of the event. The theme currently inspiring the scene will be reflected in an exhibition within Pure Elegance, created by a renowned interior designer and entitled “The Suite“.

Hall 11 is and will remain the traditional heart of Pure. In future too, it will serve as the starting point and backbone of the Cologne design itinerary. It is followed by Pure Editions in Hall 3.2, the format for visionary furniture and interior design concepts that got off to a very successful start this year. Continuing along the design axis, visitors will come to Hall 2.2, the new home of Pure Elegance and Pure Village. Both formats will benefit from the generous size of the hall and its high air space - something Pure Village exhibitors were accustomed to from the first three years. An expressively designed transition, the facades of which are printed with motifs from classic Italian architecture that deliberately emphasise the contrast, serves as a caesura between these two design themes and their very different content.

At the opposite end of the design itinerary, in Hall 1 on the west side of the exhibition centre, a spacious area is devoted to young designers and their D3 Design Talents platform. Besides providing sufficient space for the presentations of the selected D3 Contest participants again, it also offers additional scope for other installations and formats dedicated to portraying the newcomer generation.

Taken as a whole, this itinerary leads all visitors with an interest in design through Halls 11, 3.2 and 2.2 and on into Hall 1 and presents design in all its many facets - from the design worlds of the classic design brands to decorative lifestyle, application-based interior design themes and elaborate installations, all the way to experimental design approaches and unconventional concepts from the young scene.

The next dual exhibition imm cologne // LivingInteriors will take place from 13-19 January 2014

Source: IMM Cologne

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