The A+A International Trade Fair and Congress, taking place this week in Düsseldorf, Germany, is unlike any other workplace safety-focused event in the United States. Billed as the world’s largest workplace safety show, it definitely feels like it. The Messe Dusseldorf Fairgrounds include multiple connected halls that require consulting a map to navigate, but once you’ve figured out the layout, it’s a visual and interactive spectacle.

I spoke with Samantha D’Uva, MSA’s Director of Brand Experience and PR, about the differences between this show and the American shows. She emphasized that the market is quite different, and regulations dictate product distribution and manufacturing in Europe because every country has different rules, but it’s important to have a presence abroad, she said.

D’Uva also notices a difference in communication and behavior. At American shows, attendees want to see and touch the products a company is showing off for a hands-on experience. At A+A, there is an emphasis on having a sit-down conversation about business over a coffee. Many of the very large booth spaces include a café area, and even a small food service stand. Decision-makers and buyers are out in full-force, hoping to make business transactions.

What Are You Selling?

Danish company Airtox created an all-white booth that looks more like a fashion runway than a workplace safety brand. I was told the company always secures the central spot at each A+A event, employing models in all-white coats walking around the exhibit booth to loud music, stopping to pose along the way. Attendees can’t help but stop to look, myself included. It’s definitely an attention-grabbing design, however, I could not figure out what they were showing off and promoting until I asked someone. Airtox sells safety footwear!

An Increasingly Global Show

Lars Wismer, the departing A+A director, said the Trade Fair has booths representing 58 countries in 2023. This year (the event is held every other year), they have 70 countries represented over 2,300 exhibitors, proving the show’s global reach. Anecdotally, I’ve heard from multiple companies that it’s becoming important to showcase at A+A as it isn’t primarily focused on German brands, as it might have been in the past. Interest in global companies has grown, if early observations are to be believed.