11 minute read
AMBIENTE: BUSINESS AS USUAL
BUSINESS AS USUAL
Despite a challenging market environment, the global consumer goods industry is proving to be resilient with an increase in visitor numbers at Frankfurt’s mega fair.
From 7 to 11 February, Frankfurt once again became the hub of the international consumer goods industry. Under the motto ‘Meet up at the market’, businesses from across the globe showcased their offerings at Ambiente, Christmasworld and Creativeworld.
Over five days, 4,660 exhibitors displayed their newest collections to around 148,000 visitors including buyers from Amazon, Zara, Aldi, Carrefour International, Crate & Barrel, IKEA, Lidl, Lulu Group International, Sainsbury’s, Tesco and The Loft Japan.
“The trade fairs were absolutely outstanding—the halls were packed, networking was buzzing and the energy was palpable everywhere,” says Detlef Braun, member of the executive board of Messe Frankfurt.
“The global consumer goods industry is facing massive challenges—stagnant markets, structural shifts and economic uncertainties. That’s exactly where we come in. We’re unlocking new business opportunities and building a global network that strengthens resilience.”
This sentiment is echoed by many exhibitors including homewares brand Blomus. “We had an exceptional Ambiente, our best ever,” says CEO Willo Blome.
“The best part is the outstanding quality of visitors here in Frankfurt. By far, this is the best trade fair for orders.”
The high level of international participation—over 70 per cent—was a key factor for many exhibitors. Ann De Cock, owner of Belgian contract business XLBoom, met customers from all over the world including Korea, US, Dubai, Qatar, Greece, Italy and France.
“The mix of existing and new customers was about 50:50, we’re absolutely delighted,” she enthuses.
Beyond international reach, the quality of buyers was a major highlight. “The customer base was highly international.
With the introduction of the premium brand area Interior Looks, Ambiente attracted interior designers, architects and contract furnishers from around the world.
People were in the mood to place orders again, which we honestly didn’t expect given the global market turbulence,” says Rob Bierman, product design and visual merchandising manager at Silk-ka.
With the introduction of the premium brand area Interior Looks, Ambiente attracted interior designers, architects and contract furnishers from around the world.
The innovative area successfully connected high-quality furniture and interior design brands directly with new buyers from retail, architecture, planning, hotels and restaurants and in 2026 this offering will be further expanded, presenting an even broader range of furniture and new formats.
“Despite a challenging market environment, we successfully opened up new sales channels for furniture exhibitors, actively supporting industry transformation,” emphasises Yvonne Engelmann, director of Ambiente Living, Giving and Working.
“Beyond our focus on lifestyle and design, participants encountered new retail buyers and business partners from contract and hospitality sectors in Frankfurt. This has proven highly successful and I am particularly pleased that the strategy has paid off for the pioneering exhibitors in Interior Looks.”
Curated by industry expert Bernd Schellenberg, who also co-developed the overall concept, the area presented a coherent selection of high-quality handcrafted furniture, textiles, lighting and design objects.
“Frankfurt is the perfect hub for furniture trends because innovations across all consumer goods sectors come together here,” explains Schellenberg.
Olaf Meckfessel, managing partner at Scholtissek, supports the new direction.
“We have long exhibited our home accessories in Frankfurt,” he says.
“In 2025, we specifically highlighted our furniture collections both in Interior Looks and at our own stand and we are extremely pleased with the results.”
Another new feature was the expanded area for the hospitality industry as Ambiente taps into a global market with strong demand.
“In the HoReCa sector, visitor numbers and quality are top-notch because hospitality holds vast potential,” Joana Almeida, country manager Spain at Vista Alegre, noted.
Ingrid Hartges, managing director of DEHOGA National Association for Hotels and Restaurants, supports this view.
“Ambiente is a unique source of inspiration for the gastronomy, hotel and catering industries—both nationally and internationally. Trends in gastronomy drive demand among manufacturers and retailers, creating a valuable cycle of innovation.”
According to a study from September 2024, consumers are increasingly relying on spontaneous purchasing decisions—a change that is particularly noticeable during the Christmas period and other holiday seasons as stores remain the most important source of inspiration for Christmas purchases.
With its range of gift items, stationery, greeting cards, writing utensils, school supplies, bags and souvenirs, 300 suppliers at Ambiente Giving aimed to inspire retailers to specifically promote these spontaneous purchases with innovative product ranges.
Ms. Paper & Friends presented a selection from the Urban Gifts, Stationery & School segment as a pop-up store under the motto ‘Live like it’s spring. A springtime stroll through Hall 4.2’.
“With spring-like lightness, a range is created that promises everyone a discovery, entertains and surprises—with cheerful kitsch, useful and beautiful things, little things that bring a breath of fresh air and colour into everyday life, original gift ideas or trendy accessories,” says curator Angelika Niestrath.
“What counts, depending on the season, is to present your own selection in a convincing way.”
The Lounge—Shades of Space by Ambiente designer 2025 Fabian Freytag featuring innovative products from exhibitors, highlighted the fair’s focus on design while artificial intelligence (AI) also played a role in this special showcase.
“Roaming, restaurants, rooms—that’s where I get my inspiration from,” explains Freytag. “The diversity of Europe with its different cities, architecture and rich cultural landscape is still the source of my creativity today.”
Frankfurt is the perfect hub for furniture trends because innovations across all consumer goods sectors come together here.
Sustainability was a central theme across all three fairs. Marking its 10th anniversary in 2025, the Ethical Style program once again demonstrated the increasing importance of sustainable product solutions. While 198 exhibitors were awarded the Ethical Style label in its debut year, the number has now grown to 354 across all three fairs.
For Aussie brand Put a lid on it, Ambiente’s ethical focus was a deciding factor to attend the fair for the first time.
“After much consideration between various other international trade shows, I decided to attend Ambiente in Frankfurt,” says founder Cara Frank.
“As Put a lid on it is a sustainable brand, Ambiente captured my interest as one of its main focuses is on Ethical Style. Brands need to qualify for this title and are featured for their contributions to ethically made consumer goods. I found visiting these stalls fascinating as they recycle materials from cans and leather to create beautiful and practical household items.
“Other reasons I chose to attend Ambiente was its reputation for good design; unique, upcoming and trending styles and of course its scale. It was inspirational to see what it is happening not just in Europe, but globally too.”
Besides the focus on ethically made and sustainable brands and the amazing stand designs, Ambiente’s focus on new designers was also a highlight for Frank.
“Its Talents Program takes applicants from around the world who have won design awards or recently graduated from design degrees. By showcasing and supporting young designers, Ambiente is on top of emerging designs, materials and processes. I found this incredibly inspirational and I thoroughly enjoyed speaking to designers first-hand about their experiences and goals.
“The travel was long and the jetlag was draining at times, but the stimulating environment fuelled me throughout the entire time. Coming home and showing my business partner 250 photos categorised into five topics was challenging for him,” she laughs.
Indeed, if you do get the opportunity to attend, make a plan, she adds. Identify the brands or companies you want to connect with and try contact them before the event.
“Take samples of your own products as well as any business or comp cards featuring your brands assets, make sure you take notes on contacts you make and what stand they were in so you can revisit or contact them later.
“Ambiente has an amazing, easy to use portal that helps you make lists of what exhibitors you wish to visit as well as how to contact them. What I found the most useful and inspirational was being submerged in good design, colour and sensational style. Take lots of photos and always take a phone charger.”
Christmasworld
The trade fair for seasonal decoration and festive ornaments, Christmasworld, delivered on all fronts. The newly introduced Christmasworld Take Off event program provided fresh inspiration for urban marketing and large-scale decoration concepts, turning city centres into vibrant experience hubs that revitalise brick and mortar retail.
“The consumer goods trade fairs in Frankfurt are key trendsetters for the industry,” says Jürgen Block, managing director of the German Association for City and Town Marketing.
“They showcase how design, innovation and commercial viability go hand in hand.”
Creativeworld
A trend barometre, innovation hub and experimental playground, Creativeworld once again proved itself as the ultimate meeting point for the global DIY community, according to visitors and exhibitors.
“The combination of international reach and extensive market coverage makes Creativeworld the one and only event of its kind,” explains Markus Baumgart, CEO of Schmincke.
The fair’s new Friday-to-Monday schedule was well received, while the Creative Impulse Awards, with a more international jury than ever before, provided a clearer snapshot of the international market.
The winners reflected the continued DIY boom and the industry’s innovative strength. A particular highlight was the Creative Academy, offering live product demonstrations, networking and knowledge sharing.
The next Ambiente and Christmasworld are held from 6 to 10 February 2026 and Creativeworld 6 to 9 February 2026.
AMBIENTE TRENDS 25+
Deep, Real & Ease create a positive living experience
How do we want to live and work in challenging times? What shapes, colours and materials will define modern living spaces in the future and shape the product ranges for dining, living, giving and working?
“The new trends revolve around intensive designs, joyful ideas and product developments that question norms and allow us to see the familiar from a new perspective,” says Annetta Palmisano from Stilbüro bora.herke.palmisano, the agency behind the trends area at Ambiente.
“Craftsmanship, sustainability, the circular economy and innovative technologies are major design drivers that will win over consumers, retailers and commercial interior designers.”
DEEP dives deeply into nature and brings tranquillity to all areas of home living
DEEP supports a warm, sublime living environment and brings a whole new sensitivity to nature and craftsmanship. Traditional craftsmanship is reactivated and elements such as water, fire and earth in particular are the inspiration for creative designs. Materials such as wood, ceramics, glass and metal as well as new material creations, appear in their own authentic colours. Night blue, eggshell ecru or green tea create an atmospheric effect. Metallic nuances such as matt silver, dark bronze or light gold lustre also catch the light.
REAL focuses on sustainable designs and encourages positive change
REAL’s designs are understandable and radically simple. Functionality and creativity go hand in hand. Here, the 3D printer ensures perfect surfaces and new materials for a more sustainable future. Ecological and social aspects are incorporated into the material selection process and the concept of recycling becomes part of the product. This results in a remarkable variety of materials, from recycled aluminium or wood to glass and ceramics with innovative glazes and composite materials. Waste becomes a valuable raw material. Rich and unobtrusive colours such as biscuit, deep bottle green, woody beige, caramel, glassy mint, orange-red, aluminium grey, saffron and dark grey support the deliberately timeless design and a clear look.
EASE takes working with fabrics and yarn to a new level and sets everything in motion
EASE creates what we want at this time—a place full of lightness and joy that inspires surprises and even more creativity. Fruity tones such as delicate plum, bright orange and lemon meet soft nuances such as sky blue or denim as well as deep, dark tones such as moss, sea green or sweet cherry wood. The textile inspiration is particularly strong here: experiments with embroidery, floating threads or patchwork give rise to new craft practices. Sustainable materials are created from fabric or yarn remnants, innovative 3D knitting techniques combine craftsmanship and digital design possibilities. Materials such as glass, paper or ceramics are creatively processed and combined with each other. This results in unexpected surfaces and textures that invite you to touch them.
For each trend, nine colours with eight micro colour themes enable individual focal points that can be changed and reinterpreted over the course of the year. The concentrated colour stories thus offer buyers, product designers and collection managers numerous design options for staging showrooms, shop windows and product presentations in a varied and surprising way.
