Ambiente 2020
Successful launch for HoReCa hall

For the first time, Ambiente has opened a dedicated hall for the hotel, restaurant and catering industry, increasing this year its total number of HoReCa exhibitors to around 650. In the show’s new hall 6.0, brands from 23 nations presented their latest collections and offered insights into the global hospitality industry. Glowing reviews go to show: Ambiente has firmly established itself as the leading international front of house platform.

As a sign of its forward-looking approach, Ambiente enlarged its dining area to create a dedicated platform for the hotel, restaurant and catering sector. In view of a growing global market, Hall 6.0 – newly created in 2020 – was a perfect hotspot for national and international decision-makers from the hospitality segment – including hotel chains, restaurant owners, catering companies, cruise lines and airlines. The inclusion of specialised HoReCa offerings in the world’s largest consumer goods fair also gave buyers a unique opportunity to order not only table and kitchenware, but also products from the latest lifestyle collections in the Giving and Living halls. In this context, the daily “HoReCa Meets Contract” trend tours also proved to be very popular. Conducted by HoReCa expert Pierre Nierhaus, they highlighted new trends and design concepts from selected front-of-house exhibitors in the Dining and Living areas.

Positive reviews and high satisfaction in the HoReCa hall

The opening of a hall as a central port of call for national and international decision-makers in the hospitality segment met with an overwhelming response from new exhibitors such as US-based Front of the House and the family-owned 1handPlate: “The atmosphere and visitor quality of HoReCa Hall 6.0 surpassed all our expectations. The clientele was exactly our target group and we were able to gain customers from all over the world,” says Marina Moraitis, co-founder of the Danish brand.

With 88 exhibitors from 23 countries in Hall 6.0 alone, plus another 205 Dining exhibitors listed in the Contract & HoReCa Guide and a large number of unlisted HoReCa suppliers in further Dining halls, Ambiente featured a total of around 650 HoReCa exhibitors with an outstandingly broad array of front-of-house offerings for a growing sector that is more multi-faceted and diverse than ever. “We are really seeing a worldwide hospitality boom right now. We, as trade-fair organisers, already realised its potential some years ago and I am very pleased that, thanks to the opening of the new HoReCa Hall 6.0, Ambiente was perceived more than ever before as the leading international front of house platform this year,” says Nicolette Naumann, Vice President Ambiente. In the HoReCa Academy, international keynote speakers also provided an expert outlook on relevant industry trends. As a speaker and presenter of the HoReCa Academy, Heleri Rande, F&B expert and partner of the Think Hospitality Group, was impressed by the global focus and depth of content at the premiere: “The launch of the HoReCa Academy went far beyond what I had expected. The speakers and contents were of a world class quality and made a magnificent addition to the multi-faceted offerings of the HoReCa exhibitors in Hall 6.0. I am curious to see how the Academy will further shape the hospitality industry as a global communication and knowledge-sharing platform in the future.”

The next Ambiente will take place from 19 to 23 February 2021.