Frankfurt as a Design Hub
The Ambiente trade fair was once again a resounding success in 2025: From February 7 to 11, the international consumer goods industry gathered in Frankfurt. One of the highlights for visitors was the new Interior Looks format, a platform dedicated to interior design and the contract business.
Developing identity, creating unique spaces where people enjoy coming together, and providing points of attraction—these were key themes at this year’s leading global consumer goods trade fair, particularly in discussions on the future of hospitality, interiors, and work. In line with this, Ambiente Designer 2025 Fabian Freytag used his presentation “The Lounge – Shades of Space” to take a stand against interchangeability: “Hospitality should be theatrical, sensual, and bold—and above all, it should be fun.” The industry is undergoing a profound transformation, and as Freytag put it: “Identity is everything. Guests no longer expect neutral spaces but rather places with character—places that surprise, provoke, and leave a lasting impression.” Ambiente 2025 was the ultimate destination for inspiration in this regard, offering a diverse range of product and design worlds alongside a thoughtfully curated supporting program.
Similar impulses were shared by internationally renowned speakers at the Future of Work Academy in the area of the same name, which focused on the evolution of the workplace. At the Architects Days hosted by World-Architects, for example, Chris Middleton (Kinzo, Berlin, Germany), among other top speakers, shared his views on contemporary working environments and future-oriented work organization in his lecture entitled “From the Office with an Identity Crisis to the Place to Be.” According to Middleton, it’s always about “convincing people, bringing them along, and helping them adapt to new situations. This process of getting used to changed conditions is extremely important, and companies need to take it seriously. (…) Only when users understand the connections will they accept it, making it work and allowing it to evolve.”
On the idea of the “place to be” of today versus tomorrow, Middleton added: “I believe we are in the midst of this transformation, and the ‘place to be’ can become more and more extreme, evolving more and more in particular directions—toward hospitality, for example—so much so that office spaces might eventually become indistinguishable from hotels.”
The newly introduced Interior Looks area in Hall 3.1 featured leading German and European manufacturers of premium furniture, lighting, and textiles. With this addition, Ambiente specifically opened up new business opportunities for the furniture industry in the growing contract and hospitality markets. “Frankfurt is the perfect hub for furniture trends because innovations across all consumer goods sectors come together here,” explained curator Bernd Schellenberg, an interior architect and industry expert. Above all, networking was at the forefront. Participating companies included Bielefelder Werkstätten, Christine Kröncke Interior Design, Fine Furniture, JAB Anstoetz Group, Raasch, Rodam, Serax, Scholtissek, and Signet.
Awareness of resource-conscious business practices is growing, making sustainable product solutions more important than ever. Messe Frankfurt uses its Ethical Style label to highlight exhibitors offering environmentally friendly and socially responsible products. Ambiente was a pioneer in promoting sustainable consumption when it introduced this initiative ten years ago. To mark the anniversary in 2025, the Ethical Style program showcased its impressive progress: while initially 198 exhibitors were awarded the label, the number has now grown to 354 across all three trade fairs—Ambiente, Christmasworld, and Creativeworld.
What unites them is a shared ambition to redesign the product world—the impressive results were presented at Ambiente. For many young designers, the event marked their first experience exhibiting on an international stage. Through its Talents program, Messe Frankfurt actively supports emerging designers from all over the world and, to this end, cooperates with international design awards and initiatives such as German Design Graduates. The design approach was dominated by the trend: “Think local, act sustainable.” Dutch designer Laura van de Wijdeven (Studio LVDW), for example, developed a ceramic material made from eggshells, inspired by the vast scale of egg production in the Netherlands. At the end of its lifecycle, the material is fully compostable and can be used to enrich soil. At the fair, she presented a selection of decorative objects created with this innovative “eggshell ceramic.”
The trio of trade fairs—Ambiente, Christmasworld, and Creativeworld—recorded an impressive number of visitors. “The trade fairs were absolutely outstanding—the halls were packed, networking was buzzing, and the energy was palpable everywhere,” emphasized 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.” With 4,660 exhibitors, approximately 148,000 visitors, an visitor satisfaction rate of 95%, and participants from over 170 nations, the numbers confirm once again: The industry is in motion—and Frankfurt remains its central meeting point.