Further development of spoga+gafa

Dear Claudia Maurer, what can we expect from the conceptual development of spoga+gafa under the title “growing forward”?

With “growing forward”, we are presenting the conceptual developments of spoga+gafa, with which we are responding specifically to dynamic market developments, changing consumer behaviour, and the requirements of modern trade fairs. The concept was developed in close cooperation with the green industry and stands for the consistent further development of spoga+gafa in line with its interests. Our aim is to pick up on key outdoor trends, create clear structures, and promote exchange within our themed worlds for a trade fair experience that provides orientation and opens up specific business opportunities.

How does this meet the current wishes and requirements of the green industry?

Today, the industry expects clarity, relevance, and a strong business orientation above all else. This is exactly where “growing forward” comes in. With clearly structured theme worlds, an optimized hall layout, and improved visitor guidance, we are creating more orientation and efficiency. At the same time, we are strengthening exchange within the industry and underpinning spoga+gafa's role as a central international business platform and source of inspiration for garden lifestyle.

What's new in terms of content at this year's edition of the trade fair?

In addition to the established focal points of Living, Creation & Care, and BBQ, new themed worlds will be added to the trade fair offering from 2026. Examples include the Flavour Market, which focuses on BBQ, enjoyment, and cross-selling; the Outdoor Adventure area for the growing leisure and outdoor lifestyle—whether on the go or in your own garden; the curated design area Object.Europe, which presents European outdoor design; and the new Garden Sourcing Hub, which brings together Asian suppliers with a wide range of volume offerings. With our new Digital Garden, we also cover a wide range of topics related to e-commerce, digital applications, and advice on how to use them to strengthen brick-and-mortar retail.

What added value does this offer?

We are creating both orientation and inspiration: trade visitors will be able to find relevant offers more quickly in the future and at the same time experience the diversity of the garden lifestyle in emotional experience spaces. These new areas pick up on current market trends, appeal to additional target groups, and open up new cross-selling and business potential—from outdoor lifestyle and premium design to international sourcing and digital transformation processes.

What current topics and market trends will play a role at the trade fair?

Key topics include the growing desire for nature, exercise, and experiences; sustainable, high-quality product solutions; new concepts for enjoyment and lifestyle; and changing purchasing and sales structures.

How are these topics reflected in the new online magazine greensight journal on the spoga+gafa website?

As an insight platform for the green industry, greensight journal highlights topics from different perspectives: “greensight talks” with interviews and industry voices, “greensight trends” with a focus on end consumers, creativity, and inspiration, and “greensight business” with B2B topics, retail, POS, and market observations. Every month, three editorial articles are published here – one article per category – which address the individual topics of spoga+gafa. In this way, we extend the content of the trade fair and offer guidance throughout the year.

Can you give us a preview of the event program?

The event program will accompany the new themed worlds in terms of content and bring them to life. Emotionally charged experience areas, interactive formats, and opportunities for exchange and inspiration will create additional attractions. The aim is to strengthen the sense of community within the industry and enrich the trade fair visit both professionally and emotionally.

spoga+gafa is an international business platform. What does the reorientation mean for the future development of the trade fair?

With the reorientation, we are specifically strengthening the international role of spoga+gafa. The clear structuring of the themed worlds, the targeted addressing of new target groups and sales channels, and special areas such as the Garden Sourcing Hub create transparency and added value for international exhibitors and visitors. At the same time, experience areas and exchange formats promote networking within the industry – together with the market, people, and partners.

The upcoming spoga+gafa will be presented as the world's leading trade fair for garden lifestyle and BBQ from June 22 to 24, 2026, in Cologne.