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Serious designs in Berlin
by Daniel von Bernstorff | 12/7/2010

Berlin enjoys a global reputation as capital of the creative professions - with over 160,000 people employed in the sector here, generating an annual turnover of EUR 17.5 billion in almost 23,000 firms. You may also be surprised to hear that Berlin is the only "UNESCO City of Design". What was lacking to date was a high-quality, profitable trade-fair format in the realm of furniture and interior design that could deliver the requisite PR.

That will soon be a thing of the past. For the first presentation of the "Qubique" trade fair in October 2011, the disused Tempelhof Airport close to the heart of the city will morph into the center of the international design scene. The question of whether yet another design fair is needed alongside Milan, Cologne, Stockholm, Kortrijk and other venues does not faze the makers behind the large-scale project.

Matthias Schmid, in his previous life at Bread & Butter, one of the most successful fair formats in the fashion realm, which will show at Tempelhof Airport, and his two comrades-in-arms Ulrich Weingärtner and Ruben Hutschemaekers, are firmly convinced that the "Qubique" will be a resounding success. "There is no better location than Berlin and Tempelhof Airport, no better time than now, and to our minds no better format," maintains Schmid. "We are not competing with existing fairs but establishing a completely new event format."

Only the best firms in the sector are to be invited. Stand concept, exhibitor and visitor management, accompanying program, involving the city - everything will be thought afresh. "Naturally, we are profiting from our experience of the fashion industry, the furniture industry has a lot of catching-up to do", says Schmid. And Ulrich Weingärtner, who as architect managed the conversion of the Tempelhof Airport to a fair venue adds: "Nobody can fail to be charmed by this building, the location is perfectly suited to our needs."

Incidentally, the first talks with the leading companies from the sector are proceeding very well. "Although we have only just started with business development, we already have several firm bookings and numerous others say they intend to participate", explains Ruben Hutschemaekers.

It is a unique opportunity for Berlin to consolidate its position as center of the design industry. Stylepark is supporting the project as media partner.

Qubique
Next Generation Tradeshow
Furniture/Design
October 26 - 29, 2011
Berlin Tempelhof Airport

www.qubique.com

Since 2008 the building of the airport Tempelhof in Berlin is used for different events, such as the new fair Qubique in autumn 2011. All photos: Signe Reibisch
Since 2008 the building of the airport Tempelhof in Berlin is used for different events, such as the new fair Qubique in autumn 2011. All photos: Signe Reibisch