white cubes is the exclusive area at Düsseldorf ’s GDS. September 2006 saw the concept kick off with 60 collections and now this figure has reached around the 200 mark. However, the idea behind white cubes has remained the same: functionality and aesthetics, key preconditions for a professional working environment, are at the forefront here. Though there is always room for improvement, as GDS Director Kirstin Deutelmoser explains:

GDS has announced a relaunch for white cubes. What changes are planned here?
The white cubes area will be given a facelift. Stand construction will be more contemporary. We are now using arc lamps that have a higher-quality, more modern look to them. We will replace matt surfaces by shiny ones and the floor will be given a clean concrete look. This means we can create contrasts and a new look without neglecting functionality. Overall, the changes are in the detail which may not notice as individual features but form a convincing overall architecture with an even higher-quality feel. Furthermore, while in the past stand design revolved exclusively around the shoes, in future exhibition construction will also work for accessories like scarves and neck scarves. Nevertheless, the basic concept – and therefore also the character of white cubes – will remain intact. It is only the outward appearance that will change. Functionality and aesthetics will remain as much in the foreground as ever.

Why are you carrying out this relaunch? At the last fair exhibitors and visitors at white cubes were thoroughly satisfied...
It is true that everyone was very happy with white cubes – stand construction went down well – with both visitors and exhibitors alike. Precisely for this reason we have to think ahead. This means we have to question things. Discussions confirmed that the basic concept was right. But if everyone says the concept is boring it is already too late for any changes. Which is why we are already making changes now. And obviously, furniture is now also showing the signs of wear and tear.

What is so special about white cubes?
white cubes is a stand-alone concept for selected trend collections in the Premium segment. The look is clean with the brand and product centre stage and the space serving merely as a supporting backdrop. white cubes is a separate area with a showroom feel to it – this is a very important point for exhibitors. Visitors are invited together in consultation with exhibitors. white cubes is also a venue for classy Düsseldorf showrooms who we also cooperate with. We are in very close contact with these showrooms – also in terms of the planning and design of white cubes. Another key focus at white cubes is service for exhibitors and visitors: We offer our exhibitors an ‘all-round worry-free package’ boasting the right brand environment, stand construction, catering and visitor management. We offer visitors a shuttle service to the showrooms we cooperate with and a communication lounge as a popular place for people to meet.

How can I become an exhibitor?
You apply and then a jury decides who participates. The entire presentation of the brand, distribution channels and the label’s media coverage are taken into consideration here. However, a key aspect is the fashion statement of a collection which must have a modern, unique signature style. The quality must be right although at white cubes we now do not demand a specific retail price level if the premium focus of the collection is right. These decisions are often really not that easy. They are hotly debated and arrived at late in the day because we also want to give those firms deciding at short notice the chance to use the white cubes segment.

And how do you become a visitor?
Exhibitors select which buyers they want to invite and we send out special invitations. Though more and more new visitors are joining the fray here as any buyer can register at our desk and then have an exhibitor list them to be invited to the next event. We take our entry vetting duties very seriously. But once some-one is registered and has access to the hall they can visit all stands freely.

How strongly does the exhibitor portfolio differ between trade fairs? Is there movement here?
There is always a natural turnover of exhibitors. This is also something we want – so as to ensure the event stays exciting. Though we cannot change too much because we definitely do not want to expand white cubes.

How many exhibitors generally come to white cubes? What is the breakdown here?
The exhibitor portfolio is always subject to change. Of the approx. 200 collections exhibiting at white cubes most come from Italy followed by Spain and Portugal. Though there are also very exciting players now coming from Canada and the US.

Will there be changes in any other exhibition halls?
No. This time we have focused on white cubes. With the exception of Design Attack which always changes. Otherwise in the other halls only little enhancements have been made to further optimise service. For instance, the stands at Prime Square will have different stand numbers to improve orientation.

The Interview was conducted by Julia Mönnich

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