Following a strategic realignment, drupa 2016 – the massive print industry trade show that takes place every four years – will be re-launched with a substantially revised nomenclature and a new key visual. With the slogan “Touch the Future” it will focus on the industry’s innovative strength and establish a platform for future technologies. This re-launch was recently announced at a press conference during the interpack 2014 trade fair in Düsseldorf, Germany. drupa will take place from May 31 – June 10, 2016 at the fairgrounds in Düsseldorf.

“No other trade fair – regional or international, nice market event or special trade show – is of similar relevance for the entire industry. The drupa trade fair presents innovations and trends, provides hands-on experience of the printing and media industry, makes visions come to life and turns investments into real products. During it’s more than sixty year history, drupa has been tried and tested – and has never failed to impress. And drupa 2016 will be no different,” says Werner Matthias Dornscheidt, president & CEO of Messe Düsseldorf at the press conference on May 12 during interpack. The secret of this event’s success can be summed up in three points: identifying trends, actively promoting these trends and developing the appropriate trade show concepts.

Currently, the printing industry is undergoing radical structural changes and far-reaching consolidation processes. At the same time, new technologies such as functional printing, printed electronics and 3D printing, which have significantly increased their market share, provide major opportunities and potential for growth. The same applies to applications and solutions in the area of digital printing, package and label printing as well as to the industrial production segment. “It is precisely these areas that the drupa’s structural realignment and repositioning measures are focused on, highlighting the industry’s innovative strength,” explains Werner Matthias Dorscheidt. “Together with our partners, the German Engineering Federation (VDMA), our member companies Heidelberger Druckmaschinen, Koenig & Bauer, Kolbus, Leonhard Kurz, manroland web systems, Polar-Mohr, technotrans, Voith, Windmöller & Hölscher – to name just a few – and global players such as Bobst, Canon, EFI, Gallus, Hewlett-Packard, Ricoh and Xerox, we have developed the concept for the drupa’s re-launch.”

drupa 2016 will stand for “print & crossmedia solutions.” All technical processes related to the areas of printing and crossmedia, the entire range of applications and business areas will be presented at the trade fair. Solution-oriented technologies and applications as well as innovative business ideas and best-practice examples will be the focus. drupa’s new title – No. 1 for print and crossmedia – sums it up.

Highlight topics: Package printing, multichannel, green printing
drupa has defined key issues with prominent market relevance and significant potential which are already playing an important role in the market or will do so in the future: package printing including digital label printing, multichannel publishing and green printing. The implementation of strategic activities such as separate events, event formats and systematically addressing the industry’s target groups will define drupa’s strategic re-alignment in these areas.

In addition to this realignment, drupa’s corporate design got a complete makeover and a new key visual highlights the innovative strength of this industry. It was important to keep established elements such as the pixel logo and the color red, while conveying a new image which underlines the claim of the new  drupa.

Strategic highlight issue: Future Technologies
The slogan “Touch the Future” highlights the industry’s innovative strength and future technologies such as printed electronics and 3D printing. drupa 2012 launched and prepared the market for pioneering technologies and they have become increasingly integrated into the trade fair concept. In cooperation with the partners OE-A (Organic Electronics Association) and ESMA (Association in Europe for Specialist Printing Manufacturers of Screen, Digital and Flexo technology), the PEPSO brand – Printed Electronics Products and Solutions – was established. This theme was initially addressed by introducing a special show which has now been developed into a unique concept. Since its premiere in 2012, the PEPSO brand has been systematically developed and featured at six other leading trade fairs organized by Messe Düsseldorf: glasstec, COMPAMED, EuroCIS, K, EuroShop and interpack.

drupa addresses the issue of 3D printing with the same strategic approach and has introduced the “3D fab + print” brand, which is supported by the VDMA with its affiliated Printing and Paper Technology association. The importance of additive production methods for tooling, component production, medical technology and consumer goods manufacturing is substantial. Therefore, this subject will not only be highlighted at drupa 2016 but also at corresponding Düsseldorf trade fairs including the Bright World of Metals, MEDICA and COMPAMED.

Nomenclature now with six main groups

The drupa nomenclature (exhibit categories) – was revised and updated and is now divided into six main categories (formerly seven):

    Pre-press / Print
    Pre-media / Multichannel
    Post Press / Converting / Package Printing
    Future Technologies
    Materials
    Equipment / Services / Infrastructure

The printed exhibitor applications for drupa 2016 will be sent out worldwide and the online exhibitor registration is open now at www.drupa.com. The exhibitor registration deadline is October 31, 2014.