Q&A: Thomas Kastl

Ambiente opened its doors today, welcoming exhibitors and visitors alike to the sector’s biggest trade event for consumer goods spanning dining, living, giving and working. Smart Display was once again at the heart of the event, installing one of the show’s most impressive stands on behalf of Steelite-Utopia. Ambiente’s director of dining Thomas Kastl stopped by the stand to talk to Smart Display exclusively about why the event is the perfect platform for Steelite-Utopia to launch its next chapter of development to the global market.

Q: This season sees British tableware specialist Utopia become Steelite-Utopia following a new partnership with US-based Steelite International. Why is Ambiente the perfect platform to launch this new brand to the market?

A: Once a year, everybody who is familiar with consumer goods is here in Frankfurt at the Ambiente show. And that’s why it is so important. For the next few days, we will have 4660 exhibitors from 170 countries here in Frankfurt; they show what they are proud of, they show what is new and, of course, they are talking business. So when there is a new collaboration such as Steelite-Utopia, this is the best platform to communicate that to everybody. And it’s face-to-face – not digital.

Q: In the age of Teams calls and online ordering, why are trade shows still so important?

A: During Covid, we had a lot of practice of doing everything digitally but, in the end, we could see it wasn’t working. After we came back three years ago, everybody was happy to come back and see each other; to use the five senses and to gain a better understanding of the product. They look at the plates, they feel how heavy they are and that’s why this show is so important – we come to the show and we talk to each other, and it’s not AI or whatever, it’s face-to-face.

Q: What’s new for the 2025 edition of Ambiente?

A: I have to start ten years ago when this section started, so it is our ten-year anniversary this year. And we have changed the concept a little, but we were the most famous platform for front of house, and the back of house areas and living became more important. That became part of the distribution channels, and we changed to name to fully reflect the hospitality sector. So that is what’s new this time – we have the hospitality programme with 360 companies integrated into that distribution channel, and that is the most important element of hall 11 now.

Q: What trends have you noticed across exhibition stands this year?

A: The design of the booths is becoming more rounded, there’s more light, more LED of course and the big screens that you see everywhere – so more technical elements. But in the end, it’s also about sustainability. So you don’t want a construction that is just good for one time; you want a construction that can be used three, four or five times. Then displaying the product is the same as well – most of the exhibitors do a wonderful presentation. They also serve some food and drink, so there’s integrated kitchen areas and seating areas. So it’s not like 15 years ago where you just had a table and chairs and you sat and talked business. It’s a little bit different now, and it’s good.

Q: Are you looking to welcome more UK exhibitors to Ambiente?

A: Yes, of course. There are 19 UK exhibitors here 120 across the whole fairground, as we are co-located with Christmasworld and Creative world. But it depends on the economic situation of course – Brexit was not so easy. But when exhibitors from countries other than Germany want to do international business, they have to come to Frankfurt to be part of this huge event that is Ambiente. So of course, we invite all exhibitors from the UK to come and enjoy the next Ambiente show.

If you have international exhibitions booked in Germany or anywhere else across Europe, talk to us. We are regular installers at venues all over the continent, and can take care of every aspect of your exhibition stand design and build #wemakeevents.