The concept

This year, the Social Business Space transforms into a BLUE ZONE, inspired by regions in the world where people live remarkably longer, healthier and happier lives. The concept reflects a growing movement in hospitality to create spaces that help people feel better and connect.

Research has shown that 'Blue Zones' share a lifestyle centered around movement, low stress, meaningful social connection and nourishing food. We translated this into a trade show setting offering a welcoming place to step out of the rush of the trade show and connect more intentionally. We have made the concept tangible by turning the space literally into a 'blue' zone, creating a clear visual landmark within the fair. A mix of communal tables and individual meeting spots supports both spontaneous encounters and planned meetings. Hand printed tablecloths featuring games and thought provoking questions invite visitors to interact and get to know one another. It's a great place to meet up for coffee, a good conversation and to make a genuine new connection.