thumbnail text

Show us something new

Trade shows must regain the excitement lost amid a culture of ‘versions’ rather than new products

By Hugo Macdonald

I’ve attended six design trade fairs in northern Europe so far this year. On returning home and attempting to make order out of the growing paper mountain I’ve accumulated, I’m shocked to see that the printed matter from the combined fairs can be reduced into one box file of “important” things.

It’s not that I’m ruthless it’s more that there’s a culture in the design industry for introducing versions instead of new…



Drag me