Newcomer*innen auf der Ambiente Messe Frankfurt 2024

Newcomer at the Ambiente trade fair Frankfurt 2024

As newcomer designers, we were invited to the Ambiente trade fair in Frankfurt to present our furniture to a specialist audience as part of "Talents". Selected newcomer designers are invited to "Talents" to present their innovative products to trade fair visitors. We gladly accepted the invitation and presented our design philosophy  for mindful living to the public for the first time with the MOMENS SIDETABLE and PURE FLYBAR LAMP furniture.


The importance of Ambiente Messe Frankfurt 2024

  • Ambiente Messe Frankfurt 2024, which took place from January 26 to January 30, is known as "The Event of Superlatives" and plays a crucial role in the growth of Messe Frankfurt.
  • With an exhibition area of over 360,000 gross meters and 4,928 exhibitors from 170 nations, the fair offers a comprehensive platform for the presentation of new products, trends and innovations from various sectors such as Dining, Giving and Living.
  • The event is characterized by its internationality, as evidenced by the figures from 2023, when 154,000 visitors from 170 countries attended, reflecting a high level of satisfaction and global interest.
  • Ambiente Messe Frankfurt 2024 emphasizes the importance of sustainability as a central theme. An increasing number of exhibitors are participating in the Ethical Style sustainability program to showcase ecologically produced and socially responsible products.

Discussing our vision for the future

The philosophy of REDUCE.DESIGN is to focus on the essentials and the responsible use of resources. The design of our furniture is significantly influenced by this philosophy.

In this context, sustainability is often used as a term without any real substance, which has been confirmed in numerous conversations with trade fair visitors. Our endeavor to contribute to deceleration and mindfulness with our minimalist furniture with pleasant clarity has been well received.

Our furniture, reduced to the essentials, stands for what people are looking for most: Furniture with meaning that gives back the most important thing - TIME.


The MOMENTS SIDETABLE focuses on the reuse of Dekton stone slabs, which are leftover material from the production of kitchen worktops. In this way, we show how valuable resources can be reused in an aesthetically pleasing way. Sustainability thus becomes literally tangible. This helps to avoid waste and return residual materials to the circular economy.


With the PURE FLYBAR LAMP, we want to create awareness of the essentials in our surroundings by reinterpreting the everyday. The source material of the Pure Flybar Lamp comes from a handrail for stairs. With this design, we visually transform the familiar, supportive element into the living space. The conscious perception of familiar shapes should contribute to a feeling of calm and serenity.

What brings us to the Ambiente trade fair?

  • REDUCE.DESIGN was one of the few curated "talents" to be exclusively invited to Ambiente Messe Frankfurt 2024 and was allowed to present its products in Hall 3.1, Stand J10C.
  • Some of our products were also presented at the curated Trend Show 2024, where the trends for the coming year are presented.

Our chance as a newcomer

Access to a broad audience: Ambiente Messe Frankfurt attracts visitors from all over the world and has given us, as newcomers, a unique opportunity to present our products to a diverse and relevant trade audience.

Potential for partnerships: By attending the event as newcomers, we were able to build relationships with retailers, distributors and other industry professionals that can lead to long-term partnerships.

Learning experience: Our visit to Ambiente Messe Frankfurt enabled us to gain insights into industry trends, customer preferences and competitor strategies, which helps us to position our products.


With our appearance with REDUCE.DESIGN at the Ambiente trade fair in Frankfurt 2024, we were able to show how innovative design and mindful living can build a bridge to the future. The unanimous opinion of trade fair visitors was that our award-winning pieces of furniture provide a new, fresh perspective on the topics of sustainability and resource conservation. This encourages us to continue our commitment to a consciously mindful design of our living spaces.

If you also support a mindful lifestyle and appreciate excellent design, we cordially invite you to convince yourself of the diversity of our furniture.

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