Dezeen Wire: this year's Qubique design fair will take place at a former freight train station in Berlin between the later dates of 30 November and 2 December.
The event, which launched last year, is moving from its original location at the former Tempelhof airport following the liquidation of parent company Offshow AG. This year's show will take place under the aegis of a new company, Qubique GmbH & Co KG.
Here's the full press release from the organisers:
QUBIQUE HAS A NEW DATE AND LOCATION
In October 2011 the new design furniture fair Qubique celebrated its well-received kick-off at Berlin Tempelhof Airport. After a work-intensive winter, a refined concept and some important innovations are the foundation of the second edition.
The date of the event has been postponed from mid-October: Qubique is going to take place November 30th till December 2nd. Instead of an airport, a former train station will stage the new Berlin furniture design show: The 'Station Berlin', a onetime station for postal fright in the heart of the city, close to Potsdamer Platz is going to be the venue of Qubique 2012.
THE NEW LOCATION
The 'Station' is a Berlin venue that combines charisma and atmosphere with central position and ideal conditions of production. The move results in distinctly lower production costs, passed on directly to the exhibitors with a more favorable price per square meter. The 'Station' is a household name for trendsetters all over Europe as it is the venue of the overly successful fashion trade fair Premium.
Evaluating the kick-off event revealed the excessive costs of production at Tempelhof Airport to achieve the level of quality doing justice to Qubique's claims. "We are not content to lower our sights concerning production quality. On top of this, the market asked for a lower price per square meter - so we had to find another venue," says Matthias Schmid, Managing Director of Qubique. "With the 'Station', we have found a place that combines the industrial, cool, Berlin charm with a very good location, ideal size and perfect conditions for production. Additionally, we could gain the owner, Station 10963 Berlin GmbH, as a strong partner for Qubique."
THE NEW DATE
The new date of Qubique, November 30 – December 2, 2012 does not squeeze in this falls very busy trade fair calendar and therefore offers the possibility to generate more public attention. Not just for the end-consumer this pre-Christmas date is distinctly attractive, it also means a perfect preview for the coming year for the trade professionals.
Alongside moving to another location, there goes a basic strategic intensification of the concept. Qubique‘s exhibitor portfolio will be even more selected concerning quality standards – to offer the ultimate mixture of the best international, established manufacturers with progressive brands and brand new companies: a mix you cannot find anywhere else. Simultaneously to the show and on location, the Qubique Pop-Up Store will be opened. With Qubique Conference there will be an innovative live discussion format, addressing the young talents, professionals and design interested parties alike.
As an important advancement, Qubique offers exhibitors more individual possibilities to take part. The options range from pre-built booths of just a few square meters up to large, individual stands. As a result, large, established companies as well as smaller, fresh brands will find their individually perfect solution for exhibiting at Qubique.
As an innovation the 'Catwalk' - two meters wide and elevated - will run through the different halls of the location. Primarily smaller manufacturers, designers and fresh brands can book two or more running meters, to present a small collection or single items - easy and emphasized. "At Qubique we want to show a lot of progressive and really fresh brands and collections - the market leaders of tomorrow that are not yet on everyones agenda", Matthias Schmid explains.
Also the pricing structure of Qubique has been adjusted: the price per square meter now varies from 175 Euros for the plain exhibition space to 290 Euros for a pre-built stand. The running meter on the 'Catwalk' costs 450 Euros, including light and logo branding.
The 'Qubique Factory' at the inaugural event demonstrated live the manufacturing process of high-class furniture. This area will be distinctly enlarged for the 2012 event. As a result, experiencing craftsmanship and production processes will be a focus for this year‘s Qubique.
The Sunday as a new event day was not only chosen with regard to smaller, owner-managed shops, but also to address the end-consumer, as this direct contact becomes more and more important for furniture brands:
In times of internet and globalization the well-informed shopper is no longer limited to the range of products offered by local stores. The overall emotional experience and the exciting brand presentations make the visitors more receptive for brands and quality, and create desire. Thus Qubique is also a perfect marketing platform to present a brand to new target groups. "Up until know, existing trade fairs haven‘t reflected the
importance of the end-consumer in their concept that well" Matthias Schmid thinks.
THE NEW PARTNERS
Qubique is happy to announce the collaboration with two new, strong partners that will support the Berlin furniture design show in the future: With Michael Haentjes, founder, majority stock holder and chairman of the board of Edel AG from Hamburg, a new investor with a keen sense for furniture design was found. "I have been following the development of Qubique from 2010 on with much interest," says Michael Haentjes. "If nothing else, the well-performed first show has convinced me that this new idea of a furniture and design show is a sustainable and promising concept and I am happy to support Qubique‘s further development."
As a second partner Station 10963 GmbH could be engaged - the owner of the new Qubique event location 'Station Berlin' and a subsidiary of the Premium fashion trade fair. Positive side effects of the collaboration are extensive synergies in the field of trade fair productions that will result in a smooth realization of the show.
"By launching Qubique, we have started the discussion about what a trade fair needs to be fit for the future," says Matthias Schmid, Managing Director of Qubique. »The extremely positive feedback of exhibitors, visitors and press on the first show confirmed the fact that the market needs an innovative, new platform. With the refined concept, the new location and date and with the new, strong partners, we will again realize our vision of a next generation furniture and design show in 2012. In 2011 Qubique was much more than a trade fair already - and with our refined concept we will be heading even more consistently towards the future."