The jewellery initiative already shows signs of success with bookings slightly above last year. The newly created “Show Plaza” will be a magnet within the Jewellery Hall 1.2 as it will highlight the novelties and innovations with spectacular shows.
Baselworld is enhancing its jewellery area for the 2019 edition. Exhibitors from Hall 2 will now be housed in Hall 1.2, now dedicated as the new Jewellery Hall. “We are bringing the brands closer to the main events in Hall 1, shortening walkways for all visitors, and assuring greater visitor frequency at the stands. The bookings are slightly above last year's level, which is a positive and encouraging signal,” says Baselworld’s Managing Director Michel Loris-Melikoff.
The “Show Plaza”, an absolute magnet for audiences, will be located in the heart of the hall. A 240° catwalk will feature three live shows every day with international models presenting the latest fashions and the newest collections from selected exhibitors. Seven gigantic LED walls will display close-up images of the jewellery showcased. The event area will also be the venue on Press Day for the opening press conference and for the opening party thereafter, thus leading journalists into the hall. The opening show will be broadcast live on the Internet.
“More visibility, greater visitor frequency and totally new forms of presentation: those were our objectives to enhance the jewellery area at Baselworld 2019. I am convinced that these goals will be achieved with our new concept”, says Michel Loris-Melikoff, Managing Director Baselworld. The new features were also presented to interested brands at road shows in Germany, Italy, Hong Kong and elsewhere, where “the response was truly overwhelming”, reports Mr Loris-Melikoff. “I met with representatives from many brands that would like to come to Baselworld, some for the first time, others after a few years of absence. I think a turning point in the trend has definitely been reached in the jewellery area.”