The A+A Trade Fair in Düsseldorf, Germany, the world’s leading event for safety, security, and health at work, is experiencing significant growth and evolution, according to current Director Lars Wismer and incoming Director Daniel Feische. In an exclusive interview with ISHN, the two leaders discussed the event’s increasing international appeal, the rise of elaborate exhibit designs, and the exciting new trends — from fashion to AI — that are defining the future of occupational safety.

Far from a conventional industry exhibition, A+A is rapidly evolving into a global event where human well-being, cutting-edge AI, and striking brand statements converge.

A Surge in Global Participation

A key observation from recent shows is the fair's escalating international presence. "It is obviously very, very international," noted Lars Wismer, confirming that the perceived increase in non-domestic participants is not just an appearance. "We have around 70 countries [of] exhibitors," up from 58 in a previous year, marking a robust expansion.

Despite this rapid growth, the organizers are focused on maintaining a "healthy growth" trajectory, not just for exhibitors but also for visitor numbers. Wismer explained the strategy, "We have a waiting list (of exhibitors), because we try to limit certain product categories... We try to focus on the big ones, the ones that offer good quality products to keep... the growth on a healthy level."

The Spectacle of Safety: Fashion and Statement Booths

One of the most visually striking aspects of the German and European shows, compared to their US counterparts, is the theatrical nature of the booth designs. Daniel Feische described these as "more like a show on the trade floor ground," citing one example of a large, all-white booth featuring models that emphasized presentation over traditional product display.

Wismer elaborated on the motivation behind these elaborate, individual stand constructions: "It's not only about protection, it's also about passion. It's also about a statement." He pointed out that personal protective equipment (PPE) and workwear are becoming increasingly fashionable, creating an opportunity for companies to build a strong brand image. "People remember the brand," he acknowledged.

This focus on style is also evident in one of the fair’s most popular attractions: The Fashion Show. Both directors expressed their surprise and delight at its success. "It's a really cool part of our... show. It's so like in the past thinking about PPE, it's just... PPE. But now it turns modern,” Feische said.

Embracing New Trends: AI, Exoskeletons

The A+A Trade Fair is actively embracing emerging trends that will shape the workplace of tomorrow:

• Smart PPE and AI: The fair is focusing on smart PPE with features like AI-based heat control. This technology aims to protect workers by monitoring their condition and preventing issues like heat stroke, showcasing a move toward preventative, intelligent protection.
• Exoskeletons: The rise of exoskeletons is a major feature of the trade fair. The dedicated Exo Park allows hands-on demonstrations of these devices, which provide physical assistance for repetitive tasks involving arms, shoulders, back, and legs. This technology is a game-changer for people performing heavy, repetitive jobs, offering a tangible solution to reduce physical strain, back pain, and long-term injury. This year's Exo Park is larger than in years past. 
• Circular Economy: Incoming Director Feische highlighted his previous focus on the circular economy as a critical "future topic" that he is bringing into his new role. He praised companies working on recycling and sustainability, taking old safety products and transforming them into new ones.

The Social Significance of Safety

Feische emphasized the social relevance of the trade fair's mission, which is summarized by the event’s motto: “People Matter.”

“We have this Occupational Safety and Health show, but for us, it's really important to support the workers...,” Feische said. “We can assist with our show, getting new technologies for them to use so that they have an easier life and easier working life. And I think this is the social part we are working on.”

A+A Beyond Germany

Messe Düsseldorf has leveraged the success of the German show to expand its influence internationally. While Düsseldorf remains the "home base," the organization is holding trade fairs in:

• Shanghai (CIOSH): China’s largest PPE show, with efforts to strengthen the conference portion and integrate topics like fall protection and digitalization.
• Singapore (OSH Asia): A mixed event with a strong focus on technology, including smart PPE, AI solutions, and drones.
• Dubai: A newer launch, with a specific focus on construction and oil and gas.
• Istanbul (TOS+H): A regional hub connecting Europe, Asia, and the Middle East, offering a smaller-scale, international version of the A+A product range.
• Thailand: A smaller, sourcing-focused show, primarily featuring Chinese PPE and supply chain components.

Wismer also touched on the need for government influence and regulation to drive industry-wide adoption of safety measures, which dictates how well a show of this size does in specific markets. He noted that standards in countries like China are surprisingly high and a key factor in the show's success in Shanghai.