Blum wins award for interactive trade show format: Blum CONNECTS

Blum wins coveted German Brand Award for “Blum Connects”, an interactive format developed specially for interzum 2021. The international trendsetting fair for manufacturers of the furniture industry was a solely virtual event last year. Blum combined analogue and digital channels and local and global events to present its innovations, solutions and design ideas.

“Blum Connects” gave Blum’s customers all over the world the possibility to experience product innovations from their homes with a combination of virtual and interactive events. The new trade show format won the family-owned business one of the most coveted German brand awards: German Brand Award in the category “Excellence in Brand Strategy and Creation – Brand Communication – Brand Events”. The annual competition organised by the German Brand Institute in Berlin presents awards to brands and brand creators for special achievements. The focus this year was on making brands and products “experienceable”.


Personal conversations and haptic experiences

“We used different creative approaches to create a special presentation which made ‘Blum Connects’ stand out from a solely virtual trade show. Our products need to be experienced. Despite the circumstances which made it impossible to meet in person, we were able to engage in exchange with our customers all over the world and enable them to experience our fittings,” says Philipp Blum, Managing Director of Blum, delighted with the award. Customers experienced product innovations and design trends from their homes with an exciting mix of virtual and analogue events including live broadcasts from a studio, virtual meetings, invitations to face-to-face meetings in Blum’s showrooms and a microsite. One of Blum’s most important corporate values is engaging in direct conversations. This was achieved by means of small virtual meetings complemented by haptic experiences wherever possible.

Janine Blum and Mark Scherer accept the German Brand Award on behalf of the “Blum Connects” project team

“Blum Connects”, an event format developed by the fittings manufacturer from Vorarlberg, Austria gives customers all over the world a virtual experience of Blum fittings