Epoc Messe Frankfurt, a subsidiary of Messe Frankfurt, Germany’s leading trade fair organizer, is investing in Dubai with the launch of three new shows - Paperworld, Festivalworld and Playworld Middle East - from next year.

The announcement was made on Sunday at a press conference in Frankfurt, Germany, on the sidelines of Paperworld, the leading international trade fair for Paper, Office Supplies and Stationery.

Announcing the details of the three shows, Ahmed Pauwels, chief executive officer, Epoc Messe Frankfurt, said the events will be held at Dubai International Convention and Exhibition Centre from March 7 to 11, 2011. 

Dr Michael Peters, member of the board of management at Messe Frankfurt and Khalid Al Fahim, director, Business Development, Dubai World Trade Centre also attended the press conference.

“We are very excited to be expanding and launching our mother brand’s signature shows in the Middle East for the very first time. These shows are well established brand names for the Messe Frankfurt Group," Paulwels observed.

The launch of the new shows in Dubai will further strengthen the brand name and its reach. Playworld Middle East is an excellent concept developed to run parallel to the Festivalworld and Paperworld shows, with a similar feel and style to the ‘world’ concept.”

Khalid Al Fahim said, “I have received a warm welcome to Messe Frankfurt’s headquarters and it is a great pleasure to be here today. Messe Frankfurt is a valued customer of ours and we are delighted that they are investing to further grow what is already a burgeoning trade fair market in Dubai."

"I look forward to enjoying a long and successful partnership with Messe Frankfurt with the launch of these exciting new shows,” he stated.

Paperworld Middle East will bring the world of office and paper supplies to the Middle East.

Festivalworld Middle East is a development of the well established brand in Frankfurt, which is the world’s leading trade fair for event decoration. It has been adapted to suit regional needs, with a new international name.

A re-branding of the Middle East Toy Fair which Epoc Messe Frankfurt has run since 2002 in Dubai, Playworld Middle East is a new image and unique name in the trade exhibition’s industry. The three interconnected exhibitions will run concurrently with the first editions to take place in March 2011, he explained.

Pauwels said, “We have done a lot of research into these industries and feel that Dubai is the ideal venue for this investment. With the launch of the three new shows we will now have 11 trade fairs under our umbrella in Dubai. We look forward to working closely with the team at the Trade Centre to ensure thorough and well executed exhibitions,” he added.-TradeArabia News Service