Maison & Objet rethinks layout with Jean-Luc Colonna

By

Marion Deslandes

Translated by
Benjamin Fitzgerald

Published
May 4, 2017

Anxious to meet buyers' expectations and follow changes in the market, organisers of the Maison & Objet tradeshow have put their trust in Jean-Luc Colonna to redesign the layout of Hall 6. The co-founder of the Paris-based concept store Merci, Colonna was a buyer at the tradeshow up until 2015. Now, he has been set with the task of segmenting the space into three new areas to simplify the hall's "readability" and improve navigation for buyers.

The event dedicated to design professionals, will next take place September 8 to 12 at Paris-Nord Villepinte. This newly designed hall expects to house 1,000 exhibitors, within three new zones dubbed Cook & Share (tableware and cookware), Fashion & Accessories, and Smart Gift (dedicated to gifts). The changes hope "to break the barriers between sectors," said Jean-Luc Colonna.

The Fashion & Accessories section will be set up at the centre of the hall and will divided in three sections: My Décor, My Look and Kids & Family. My Look will showcase fashion accessory brands, an area deliberately highlighted by Colonna.

"Ready-to-wear has become standardised, but accessories are what will allow a differentiation in silhouette," said Colonna. "Moreover, on the retail side, borders are increasingly permeable: fashion and accessories shops sell decorative objects and lifestyle stores sell bags and scarves, for example. Shops no longer think in terms of categories, but in the theme of lifestyle."

Maison & Objet organiser Safi, a subsidiary of Ateliers d’Art de France and Reed Expositions France, will unveil in September 2018 a total overhaul of Maison & Objet. For now, the changes slated for September 2017 will prove as a test for future changes by organisers.

Last January, the tradeshow had a 12.3% increase in its attendance, compared to January 2016, with more than 85,825 visitors.