The Philippines participated in two of the biggest trade shows in Europe during the first half of 2024, specifically Maison et Objet held in Paris, France, and Ambiente in Frankfurt, Germany. Europe remains a global hub for home, fashion, and lifestyle industries, driven by its rich cultural heritage and innovative design.
Maison et Objet and Ambiente showcased a vibrant fusion of sustainability and innovation, emphasizing eco-friendly materials and new design practices. Exhibitors highlighted the importance of wellness in living spaces, observing the dynamic interplay of products and design with a focus on natural materials, and ergonomic and multifunctional furniture.
For 2024, the German-based trade show featured nearly 5,000 exhibitors, double the number in Maison et Objet. Both shows, however, attracted an average of 105,000 trade buyers and visitors.
For the Philippine participation in Maison et Objet and Ambiente, the Center for International Trade Expositions and Missions (CITEM), the country’s export promotions agency, assisted 51 companies with four of them joining both trade shows.
The country’s presence at Maison et Objet this year was marked by the integration of visual arts and the exploration of new opportunities by some companies through benchmarking activities during the event. Meanwhile, for Ambiente, the Philippine delegation included the partner provinces Antique and Quirino, and some companies new to overseas trade fairs trying to enter business in Europe through market sensing.
Visual art meets craftsmanship for the Philippine participation in Maison et Objet 2024.
The Philippine exhibition in the two shows attracted 860 unique trade buyers and generated a total of 1,783 inquiries from countries including Germany, Italy, Denmark, the Netherlands, Sweden, Spain, Japan, Belgium, Portugal, China, the United Kingdom, the United States, and France. Total sales generated reached nearly US $6 million, with the best-selling items including furniture, lamps, wall art, astrological clocks, home accessories, visual arts, canvas and brush products, embroidered trays, mamorcast bowls, decorative wall birds, organic vases, capiz wreaths, Christmas trees, fossilized flowers, and driftwood decor.
Native holiday decors attract foreign buyers at the Philippine exhibition in Ambiente 2024.
Maison et Objet showcased a dynamic blend of creativity and lifestyle, focusing on emerging designers and innovative concepts that reflect current trends in home decor. Four trends dominated the Paris show—organic shapes, whimsical and statement pieces, patterns, and natural and sustainable products.
Round shapes, ovals, and curves overtook designs with sharp and straight lines, from huge furniture pieces to small home decor accessories and tabletops.
Four trends dominated the Paris show— (clockwise) patterns, natural and sustainable products, whimsical and statement pieces, and organic shapes.
Veering away from minimalist and simple shapes, many brands came strong with soft and circular designs, whimsical accessories, and statement pieces. There were many animal themes found in furniture, lighting, sculpture, and home decor, appealing to playful and eccentric personalities.
Maximalism was also carried on by exhibitors who took the pattern trend. The use of bold patterns and colors extended to both their pieces and booth setting.
In contrast, Ambiente, through trend bureau bora.herke.palmisano, shared a forecast of design trends.
AURA OF PROGRESS_visionary + elemental brings together seemingly contradictory elements: Primal force meets futurism, archaic meets hyper-innovation. Graphic: Messe Frankfurt.
QUALITY OF SILENCE_pure+familiar takes account of the growing desire for calm, clarity and a human living environment. Graphic: Messe Frankfurt.
SPIRIT OF CRAFT_bold+poetical brings the diversity of craftsmanship into focus and brings them together in expressive combinations. Graphic: Messe Frankfurt.
Both shows, however, did have one common denominator—sustainable and eco-friendly products and solutions. European buyers are generally characterized to committing to companies that have strong initiatives towards reducing their carbon footprint.
According to 2024 data from Statista, a global data and business intelligence platform, the European market for home decor products has grown significantly, generating revenues of US $37.89 billion. It is projected to experience a Compound Annual Growth Rate (CAGR) of 2.15% from 2024 to 2029. The customers in this region have also developed a growing demand for sustainable and eco-friendly products.
Philippine companies that are keen on entering the European market are advised to integrate sustainability in their value chains. The European Union (EU) has been aggressively enforcing regulations on more environmentally sustainable and circular products. Based on the Ecodesign for Sustainable Products Regulation (ESPR) by the EU, sustainable products should exhibit one or more of the following characteristics: they use less energy, last longer, can be easily repaired, have parts that can be disassembled for further use, contain fewer harmful substances, are easily recyclable, incorporate more recycled content, and maintain a lower carbon and environmental footprint throughout their lifecycle. Specific penalties can vary depending on the nature of non-compliance with the ESPR, which can include administrative fines, product recalls, and legal action, among other consequences.
Additionally, advancements in technology have transformed the trading landscape in Europe, especially with the prevalence of online shopping. This presents an opportunity for Philippine policymakers to sustain the enabling environment that supports emerging local enterprises to develop innovative e-commerce platforms, allowing them access to and penetrate the global market. – Sources:https://www.statista.com/outlook/cmo/furniture/home-decor/europe and https://commission.europa.eu/energy-climate-change-environment/standards-tools-and-labels/products-labelling-rules-and-requirements/ecodesign-sustainable-products-regulation_en
