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ALUMINIUM 2022: Interview with project manager Malte Seifert

The industry's leading trade fair ALUMINIUM will be relaunched at the end of September 2022. For the aluminium industry, which is waiting for impulses to boost business, the planned re-start is a good signal. The signs are therefore pointing to a new dawn, as Malte Seifert, project manager of the ALUMINIUM trade fair, confirms in an interview with Aluminium Praxis.

The industry's leading trade fair ALUMINIUM will be relaunched at the end of September 2022. For the aluminium industry, which is waiting for impulses to boost business, the planned re-start is a good signal. The signs are therefore pointing to a new dawn, as Malte Seifert, project manager of the ALUMINIUM trade fair, confirms in an interview with Aluminium Praxis.

APR:

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Mr. Seifert, you have been at the helm of ALUMINIUM for around two years and took over the trade show in difficult times. At last, the ticket store is now opening at the beginning of April for a world-leading trade show in September. What are you most looking forward to?

Malte Seifert:

The past two years have been very challenging for the entire aluminium industry, with many ups and downs. As a trade fair operator, of course, it has been no different for us. The fact that we are now approaching this important milestone - and may also inspire visitors for ALUMINIUM - is something we have been looking forward to for a long time. What I'm most looking forward to is finally being able to meet people physically again. To finally be able to meet the many contacts I was only able to get to know via a screen during the pandemic at the trade fair. And to be able to support companies again in decisively building their businesses.

"We bring the industry together on one large platform"

 

APR:

After Corona, the Ukraine crisis now presents you with the next challenge. How do you personally and as a person in charge experience these grueling times?

Malte Seifert:

I'm probably no different from you or anyone else: The events and the associated consequences - especially the suffering of the people in Ukraine - shake me to the core. And the impact of this war on the global economy can be seen, among other things, in the current price development not only of crude oil, but also of aluminium. Following the pand

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emic, the industry is now confronted with a new, unexpected challenge that is putting additional stress on the market. And that is also why it is now important to bring the aluminium industry together again on a large platform to enable exchange. In addition, this will also enable us to create visibility for the industry among policymakers so that appropriate solutions can be found for the massive challenges we face.

APR:

So, after four years, an ALUMINIUM trade show will be held again at the end of September. What is the status of the preparations?

Malte Seifert:

We are more than satisfied with it. The utilization of the planned exhibition space is currently over 95 percent, and every day we receive inquiries from exhibitors who want to be there in the fall and present their innovations.

Four main topics

APR:

Can you already give us an insight into the planned activities? What are the main topics you are planning?

Malte Seifert:

Together with the leading industry associations, we have set the focus on the most important topic areas for the industry. Specifically: new mobility, sustainability, digitalization, additive manufacturing, and the building and construction sector. We will also bring these topics on stage in cooperation with Aluminium Deutschland in the course of the ALUMINIUM Conference - with experts, key players and, above all, customers of the aluminium industry. Furthermore, we have developed thematic special shows for the most important developments.

APR:

What are these?

Malte Seifert:

In Hall 6, the "Innovation Plaza Sustainability & Recycling" will provide information, best practices and innovations on the topic of sustainability and the circular economy. We are very pleased that we were able to attract the leading business intelligence company CRU and their analysts, who are well-known in the aluminium industry, for this topic, because this means that truly unique insiders and real added value for visitors and exhibitors can be expected. In Hall 5, the "Innovation Plaza Additive & Digital Manufacturing" will be implemented. Here, the diverse and, above all, new technical possibilities offered by 3D printing of aluminium will be on display. And here, too, we have gained great partners: the ACAM of RWTH Aachen University - one of the leading institutions in the field of additive manufacturing with aluminium. And our colleagues from Quartz Business Media, who have been active in this field for a long time with their "Future Aluminium Forum". Both will provide exciting insights and speakers.

New partnership with CRU group

APR:

Energy prices are rising steeply, and the topic is moving the industry. Will you be giving this issue space at the trade show?

Malte Seifert:

Yes, of course! Here we have unique access to information and the best analysts in the aluminium sector with the leading trade associations, but also in particular through our new partnership with the CRU Group. The topic is of course essential for the industry, and we will ensure that no questions remain unanswered here.

APR:

For visitors from the aluminum process chain, the show has been a fixture in the calendar for many years. But how do you plan to attract the interest of new visitors, especially from application sectors such as the automotive industry or the construction sector?

Malte Seifert:

The application industries are going through the same developments as the aluminum industry itself: They are currently undergoing unprecedented change. And for many of the environmental and social challenges facing these industries, aluminium already offers the solution today. The numerous new topics that we are bringing to Düsseldorf together with our partners will also offer unprecedented added value for these target groups. I am sure that we will also be able to address new target groups in this way - and thus also contribute to the further growth of our customers and exhibitors.

Numerous digital offers

APR:

Today, no trade show can do without digital offerings. What digital offerings is RX planning for ALUMINIUM 2022?

Malte Seifert:

As you can imagine, we tested a wide variety of digital products across the group during the pandemic. Not everything has proven successful, but we have implemented many things on a permanent basis. To name just two examples: With the Audio Guide, we offer visitors a perfect start to the trade show. At check-in, they have the option of starting Audio Guided Tours that guide them through the trade show. The lead management app Emperia makes it easy to collect, manage and follow up on trade show contacts. The collected leads can be instantly viewed online in the app, one can add notes or even ratings and at the end a full lead report can be generated. But as we said: we will offer a lot more!

APR:

ALUMINIUIM will not take place in halls 9-14 as usual, but in halls 1-7 at the Düsseldorf exhibition center. How does the move affect planning?

Malte Seifert:

The trade show will benefit from this new hall area. The new South Entrance with a view towards Düsseldorf city center is absolute added value for Messe Düsseldorf and its projects, and thus of course also for ALUMINIUM. And the move will give us an even better hall layout and visitor guidance. Added to this is the simplified use of the new underground car park at Hall 1 or even the Kurt Schoop Lounge as a VIP lounge. All this will be to the benefit of our exhibitors and visitors.

New halls with more development opportunities

APR:

And what was the reaction of exhibitors to the move and the new stand locations?

Malte Seifert:

Positive throughout! Exhibitors recognize the added value of the new area of the grounds, as well as the advantages it offers in terms of intuitive visitor guidance and hall segmentation. In addition, the new ALUMINIUM area offers many more development areas for the future than it was the case in Halls 9-14.

APR:

RX is offering exhibitors a new and sustainable stand construction concept. Can you give us details about this?

Malte Seifert:

We don't just want to talk about sustainability - we also have to live it ourselves. As part of the new trade show concept, we have planned all the pavilions and special shows with new stand construction from our own company "StandOut". The material is chosen in such a way that it can be completely dismantled after the trade fair and reused by RX for further trade fairs. We will only have to dispose of damaged materials or materials processed for individual needs.

APR:

Mr Seifert, thank you very much for the interview.

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