Influencerin, fallen out of time

bagging For the last Time the muesli-Müsterli. The last Time a new pan let aufschwatzen, on Uelibier Stand a pole flip, the brass band of the jäger group of rich stone from Arlesheim to listen, the FCB-competition: The make of these days, hundreds of, on the weekend, people were bunched up in front of the entrance, the one hundred and third Muba is free of charge. It is a Derniere, bread and games, for the last Time. So a little through the corridors to stroll through this wild mixture of the Souk, the autumn market, companies were jackets advertising and countries look: leather and silk handkerchiefs in addition to Feng Shui consultations, limescale protection systems in addition to dry fruits. And again and again massage chairs. Adie Muba.

cabbage and turnips

According to the Züspa and Comptoir Suisse, the Muba is the third public exhibition in a short sequence that continues forever to the end. It is the largest and oldest of the three trade fairs is an occasion of national importance, at least until a few years ago. In 1917, she was Praetere, Jules de, a painter and the Director of the Basel business school, initiated by the Swiss economy. Long years she was a national showcase. Important as the Landi, Holy as the Swissair. In their time, the sixties, streamed over a Million visitors in the exhibition halls.

From this point on, it went downward. First slowly, then faster. Disastrous as it was in the past twenty years. In the digital age, customers no longer need to wait until you can buy in the spring, a new water-bed. And thanks to the Internet, you know for a long time, which is the best price-performance ratio.

"herb-and-beet-measure without a clear target audience, no longer work today. This Problem is also the large shopping center suffer," says the Marketing expert, Ewa Ming. She has made of her father's "Business Innovation Week" experience with "Live Marketing". Niche fairs like the Swiss Moto or the Man's World that is aimed at life style-savvy men work: men of the fair, which took place recently in Zurich, was sold out and expanded to Milan.

Important as the Landi, Holy as the Swissair. In the ' 60s
millions flocked to the Muba.

Thematically wide-ranging, but regionally also the BEA and the Olma, which attract well over 300'000 visitors are enshrined. The Muba didn't do in the last few years, more than 150 000 guests.

The Muba, she was "a Influencerin that has fallen out of time", as Ulrich Vischer put it at the opening ceremony. The Chairman of the Board of the MCH Group can live a good life, the exhibition gives way to something New. Next year a new Format to follow. "The Muba has done its duty," said Vischer, the guarded once as a young man in a security uniform at the fair entrance on Matt road. Even more than the end of the "Grande Dame of all trade fairs" seem to insist to him that the Federal Council – sent, in contrast to earlier – no-one in the opening over. This is also a sign.

As a long-time councillor and current Chairman of the Board Vischer is the most prominent figurehead of the MCH Group, created from the former pattern of the fair. This organized today, about 80 different fairs, including the Giardina or the Swissbau. The Züspa belonged to the MCH Group, and with Art Basel, and Baselworld, the MCH Group continues to carry out two blockbuster events: the world's most important art - and the most important jewelry trade fair.

break away

so Far, at least. Because the last Muba is only a Chapter that is emblematic of the new Era of the MCH Group. For the past two years, the bad news: job cuts, a retreat from the holdings of the art fairs abroad, three-digit million losses piling up. The Baselworld broke in last year with half as many exhibitors as in the past. In the summer of 2018, the longtime fair CEO René Kamm had to go after the Swatch Group's holiday in the middle had in the hot summer, the outlet from the Baselworld proclaimed. Swatch chief Hayek, but also other people from the industry, accusing the fair, too high prices, too little say and stale service offerings.

Not only the crisis of the jewelry fair Baselworld, the MCH Group is very rewarding, makes it clear how much currently the trade fairs in Basel are changing: companies are present over the whole year. In addition, have been fixed in the last few years, many marketing budgets are down. The presence of only one date in the year is no longer worthwhile for many companies. Today appetizers is presented. And Yes, thanks to Instagram almost for free. The Cebit in Hannover, one of the world's largest trade fairs for information technology, the development of last year to the victims.

The expensive new building also helped not

But how can I stop this? A subject of the digital processing of content, over the year a show to a virtual meeting place. In this regard, well, the art fair art. is placed in the Their Website has been transformed in the last few months in a kind of magazine where you can click through galleries and artists ' portraits. Encounters sense crucial, virtually or in real. Meeting zones – even if no-one knows exactly how this will work.

Because the exhibition halls are not per se sexy, had a lot to be done, so people felt really good, says Ewa Ming. "It is for exhibitors and stand builders are extremely difficult and expensive to install in such artificial, meter-high rooms, something Anmächeliges." You don't understand, why even the opened in 2013, and 430-million-dollar new building by Herzog & de Meuron lend to the exhibition space inside.

in the Middle of the town

in fact, the "Elefantenklo", such as the open-top circular building in Basel, also called acts, in the interior of bleak. At least when he is not busy. "From today's perspective it would invest about 400 million Swiss francs in a new building," says Vischer. A building, incidentally, for which the voting citizens have chosen. Not only the fact that the public sector has a say in the MCH Group – the cantons of Basel-Stadt, Basel-Landschaft and Zurich and the city of Zurich, 49 percent of the shares of holding capital, makes it fair to ask a national issue.

Specifically, the largest and most important exhibition site in Switzerland, compared to most of the other locations in and outside of the city. Over the years, the Basel's Rosental district became a town-planning accent. It would be suitable according to Ewa Ming, therefore, "to the outer space of the exhibition site even more. For example, in the Form of a festival".

like the time

Actually have a successful, older trade fairs like the furniture fair in Milan, festival, character, and spread over the whole city. And if you look at this country the almost uncanny success of Christmas markets and Street-Food Festivals, seems to be a lot of in the direction to suggest that the relaxed atmosphere that prevails there, could be a recipe for indoor Events.

It is also the recipe of the Criterion, a public trade fair, which takes place in March for the second Time in Zurich and belongs to the MCH group. In this "ideas Festival" be Talks and Workshops on craft, Design and food culture in the centre. And as the people one hundred years ago, at the Muba makers of Soap, pillar candles producers, and straw hat makers could come to know, may you to the Criterion now, coffee bean roasters and chocolate manufacturers to look over the shoulder. Almost the Same as it was then. Only hipper.

(editing Tamedia)

Created: 11.02.2019, 21:09 PM