LOUNGES – A very special event

Some actions turned out differently than initially thought... just smile.

Good mood and music naturally belong together.

At the beginning was an idea

The task was to develop something new while only utilizing the positive aspects of a traditional trade fair and a typical industry congress. They never wanted to be either of those … instead, the LOUNGES emerged with their communicative style and atmospheric design. More like a
Lounge, in the sense of a location for staying and communicating.

Anything that was different from the usual was welcome. Suddenly, action stages or bars became the focus … precisely to exchange industry-specific ideas and talk with each other. Products were shown only very occasionally, informative technical lectures were prominently presented, showcasing the know-how of the companies.

With 39 exhibitors and just over 2,000 visitors, the inaugural event was already extremely successful.

Some may still remember the fashion show, which remained a topic of conversation for years afterward. Fashion made from fabrics used in cleanrooms … that was a real highlight.

The changing times

Technical presentations increasingly became the magnet of the LOUNGES. They attracted visitors from all over Germany and Europe and were thus the key to the success of an event format that, from the very beginning, attracted more visitors than a traditional trade fair of similar size.

Action stages were added, and later also product shows, which complemented the overall program excellently.

Visitors now came to the LOUNGES for different reasons. Some for the lectures, others because of the opportunity for learning by doing, and yet others to experience products in action.

And some say, many also came just because there was free food … a small side note.

Overall, it is the mixture that makes it special … so, over time, the desire for a variety of ways to receive information in a tailored manner also changes.

Good food and feeling comfortable

An very important aspect of an event is the food. It’s not about indulging in noble and completely overpriced dishes, but rather about having a reason to sit comfortably together and have a chat in a relaxed atmosphere.

A development worth showing

Starting with 39 exhibitors, the LOUNGES now showcase over 200 companies live with their own booths and many more in community areas.

After initially covering over 13 thematic areas, the focus of the LOUNGES has shifted to cleanroom and pharmaceutical process topics. Less is often more, with the opportunity to present more specifically to the professional audience.

With over 8,000 visitors, this focus has proven to be more than worthwhile.

Interesting year after year

Highlights of 2018 included new areas presented on separate spaces and in forums. For the first time, an Innovation Lab, a cleanroom innovation area, the Hygienic Design Forum, GMP talks with authorities, the "Meet the Expert" networking spot for direct exchange with specialists, and again last year's highly popular Dark Zone.

The focus of the lecture sessions was on completed projects and the journey to achieve them, starting from planning fundamentals, legal requirements, and the wishes of operators. In addition to the classic sessions, top topics were also covered by Fraunhofer IPA, VIP3000, and ISPE.

Various presentations further brought the theme of "Innovation" closer to both exhibitors and visitors of the LOUNGES. Visitors to the Innovation Lab were directly involved in the presentations and could actively participate. This was successfully implemented through formats like Science Café and World Café.

The goal was to promote communication and knowledge transfer between companies, exhibitors, and participants, as well as dialogue, interaction, and networking. The concept of innovation was strengthened among SMEs, raising awareness of its current and future importance.

Going on tour with the LOUNGES

Due to the great success of the LOUNGES and many ideas, the industry, together with the advisory board and exhibitors, has set the course for the future. The industry wants a strong event with the LOUNGES and then, together with the "LOUNGES on Tour," to go where their customers are.

The LOUNGES on Tour will therefore stop in Vienna and Berlin in 2018. September 25-26, 2018, Vienna, and October 9-10, 2018, Berlin.

Maintaining proven concepts and integrating modern communication channels

This approach also includes analyzing the individual factors of an event, rethinking if necessary, and realigning. The path of the LOUNGES leads through countless communication opportunities and the unique atmosphere to direct contact between exhibitor and visitor … this is good and proven … but only for the duration of this one event … which is a pity, don’t you think?

The future is already reality …

With the LOUNGES as a basis, a platform has been created for the topics of cleanroom and pharmaceutical process, which follows a cross-media approach and offers, alongside the live event, a year-round platform full of information. A very informative news site with hundreds of articles, an interest-based newsletter that informs without "flooding," the online magazine inside that covers and presents the exhibitors' topics, as well as a dedicated section for industry events highlighting the most important ones, complete the overall industry presentation.