Maison et objet 2023
The taste of beauty
Almost everything has been said about the phenomenon Maison et objet, a real UFO in the world of trade shows. Barely affected by the Covid, due to a calendar which almost allowed it to pass between the drops of the disasters experienced by the major international events, its success is undeniable, as the remarkable attendance figures attest for this winter session which was held from January 19 to 23.
Indeed, it is permissible to ask the question. What drives visitors to each different edition? Is it a living room in the classic sense of the word? Not really. Is there a b to b commercial exchange platform like you can find in Germany? Even less Is it a gigantic bazaar welcoming any object that can have a decorative function? Almost. Is this the rendezvous of the best of design? We are getting closer. To try to define what is Maison & Objet, we will use the terms of the organizers who describe the show as the meeting place for professionals in design, decoration and the art of living. All is said. However, we must never forget that if this event is a glamorous appointment par excellence, it is also a place where a considerable volume of business is transacted. This is its strength. Despite an uninspiring exhibition center, far from Paris, visitors are always present at each edition, whatever the circumstances. We had clear proof of this this year, with the widely followed transport strikes, which did not prevent success. It must be recognized that in normal times, the calamitous RER B, its delays and breakdowns has never discouraged anyone, which proves, if need be, the power of attractiveness of this show unlike any other.
Caring visitors
But the organizers are not content to wait for the professionals who make the trip with their arms crossed, far from it. Thus, for this 2023 edition, they have concentrated their efforts in order to make the visit to the show something more than a simple trip dedicated to purchases. Under the prism of the theme “Take Care” and with animations such as the one named “Apothem Lounge”, imagined by Raphaël Navot elected designer of the year, a place that inspires calm and meditation, visitors could take the time to take a break, to rest and recharge their batteries in a particularly sophisticated environment. The smallest details had been very carefully thought out, from the musical atmosphere, to the colors and textures. Further along the aisles, visitors could relax in very pretty deck chairs, and take advantage of these moments to taste very nice gourmet waffles. And if that was not enough for hungry stomachs, scenographic restaurants made it possible to satisfy the fiercest appetites. All this course made it possible to recharge the batteries by offering a very warm relaxation area. Be that as it may, the overall results are more than positive since the show recorded no less than 99,975 entries of which 65,429 unique visitors came from 144 countries. Let's stop for a moment on this figure, which is more than satisfactory. It demonstrates that internationalization works remarkably well now and that Maison & Objet has a real reputation and global dimension. Moreover, the number of foreign players also attests to this, since they have been 29 942 to survey the aisles of the living room against 37,487 of our compatriots.
Forza Italia
In the hit parade of countries to have made the trip, it is Italy, who wins ahead Belgium, the Netherlands, the United Kingdom, Spain, Germany and United States who sign an impressive comeback, which basically is hardly surprising because of the appetite of consumers from across the Atlantic for made in Europe, and particularly French products in the decoration and design sector, which proves than our country's ability to seduce in the field of the art of living. At the level of exhibitors, the results are also more than satisfactory since their number has risen to a trifle of 2337 of which 518 offered their novelties and innovations for the first time. They were 996 French, while foreign exhibitors reached the figure of 1341, which only confirms the size and global reputation of the show. In the ranking by country, Italy again takes first place ahead of Spain, Belgium, Denmark, Germany, the Netherlands and the United Kingdom. Whether in terms of visitors or number of exhibitors, our old continent occupies the first places, proof that in terms of the art of living, Europe is still at the top. In any case, the health crisis now seems to appear in the past. Indeed, some countries have been more numerous than before the health crisis, such as Italy, again, and even the Middle East. The other event is the comeback of our American friends, since they were 1400 to cross the Atlantic. Beyond the reasons expressed above in these columns, we must also see the good health of the dollar which makes transactions smoother.
Design paradise
Unsurprisingly, the exhibitors did not offer a fundamentally utilitarian offer in the 7 halls of the exhibition center. Maison & Objet, it is above all a paradise for decoration and design, even if the concept of functionality is very often found in the multitude of objects presented where the useful often joins the pleasant. And even the fundamentally practical products all have this more or less marked touch linked to decoration, design or aesthetics. The fact remains that creators are carving out a more than important place for themselves. They even often give the there in terms of trends in the field of shapes and colors, decoration in our interiors, which means that the offer is not a fixed offer, disconnected from consumer markets. This one is aimed at buyers of all stripes provided that they are a little bit demanding of this wide typology of diverse and varied products, well in tune with the times, and that makes a lot of people. From large distribution units to retailers involved in the sector, everyone has a good reason to come to the show. The phenomenon is obviously amplified by the width, the depth of the ranges, and the extent of the collections. It is therefore on Maison & Objet that we find out how our interiors will be decorated and furnished, what shapes and colors will be. This is the mission of design. To this end, the organizers have multiplied the animations in order to allow visitors to discover the staged offer, and its relevance according to the clienteles of each of them. All this gives a living room very lively, very dynamic. It would take too long to list all these highlights. Let us mention in particular “7 Rising talents” Spaniards, a “British Capsule” British, colorful, without forgetting the “Talents So French” where Elise Fouin, Gregory Lacoua, Victoria Wilmotte and Cedric Breisacher came to present their self-published collection. Also present were big names like Jean Charles de Castelbajac proposing new collaborations and even Philippe Starck himself, who came to launch his eco-designed collection with the Spanish house Andreu World. Let's also stop at the presence of the Confederation of Danish Industries, associated with Laurence Carr, expert in design and circular economy, who proposed a staging of 11 exemplary houses on this very popular theme at the moment. Named “Circularity in Action”, it was inaugurated by Princess Marie of Denmark. The novelty was also greatly in the spotlight, with 500 companies exhibiting for the first time, to the delight of buyers always on the lookout for new suppliers. They could also find there the youngest creators of accessories and objects in new zones bringing them together, called “Spotlight”.
Acceleration of the digital transition
The Covid, is probably not totally foreign to it, but it is only incidental in the decision to very consequent acceleration of the digital transition started by Maison & Objet. Indeed, this had already started in 2016, with the launch of the “lead generation” MOM ! (Maison & Objet More) which works with recognized efficiency. But for 2023, three new transactional tools will see the light of day, in order to allow young shoots in decoration, design and the art of living to develop with the means of the big players in the sector. In January, an interprofessional online store creation service was launched, named E-shop, BtoB powered by MOM. It will be proposed, in white label, the design of sites dedicated to BtoB transactions, accessible on the brand's website, for their customers and prospects. A team will help creators optimize their sales. In the 1st quarter of 2023, the Marketplace functionality will be added for European brands and buyers (outside the UK). Those who already benefit from the introduction of contact (lead generation) will be able to offer the taking of direct orders from the pros or the generation of quotes on demand, and this all year round. From the September edition of the show, brands and visitors will be able to benefit from a permanent digitalization tool allowing on-site order taking, thus allowing them to be accelerated and the possibility of centralizing leads coming directly from the platform. . As for pre-orders, it will always be possible to validate them at any time, during and after the show.
However, make no mistake. Maison & Objet will never be replaced by a digital platform. The success of post-Covid editions demonstrates more than ever a need for human contact, physical encounters, especially with such an offer that appeals to all the senses of visitors, where the art of living is not an abstract concept, but a reality that it is so pleasant to feel. Moreover, the organizers are going to go even further from the start of the school year in September with the opening of a new sector dedicated to well-being, which is very topical. See you from September 7 to 11, same time, same place.