How to prepare for a design fair?

Participating in an international design fair often marks a turning point in the development of your studio or brand. More than a showcase, it’s a strategic opportunity that requires preparation. This conference gives you the tools to make the right choices and turn it into a real driver for growth.

Taking part in a fair means knowing when your brand is ready to step onto an international stage, how to build a coherent and credible offer, from pricing to storytelling, and how to engage effectively with buyers, architects, and industry professionals. It also involves thinking beyond the event itself, by planning strategic follow-up actions that can transform initial contacts into long-term opportunities.

As part of its professional programme, MAD Brussels invites Fleur Vanbésien, Director New Business at Maison&Objet, to share a concrete and strategic perspective on how to approach international fairs as tools for growth. Drawing on her experience working with both emerging and established brands, she will outline key steps to structure participation, refine positioning, and maximise return on investment before, during, and after the fair.

The conference will be followed by a networking moment organised with tasse.edition, offering participants the opportunity to continue the discussion over coffee and connect with peers and industry professionals.

About Maison&Objet

Maison&Objet is a leading international fair dedicated to design, decoration, and lifestyle. Held twice a year in Paris, it brings together a global community of brands, designers, buyers, architects, and specifiers. Acting as a key interface between creativity and market, Maison&Objet plays a central role in supporting the visibility, positioning, and commercial development of design practices on an international scale.