A culture of flourishing

Art creates something new as well as the freedom that allows ideas and feelings to flourish. Hall 3A, which opened its doors for the first time in 2014, is an architectural masterpiece built on the grounds of NürnbergMesse. It’s not only an imposing structure but also a space where potential can develop and flourish.  /// by 

NMfair.mag new Hall 3A Zaha Hadid Foto: NürnbergMesse/ Heiko Stahl

Exhibition Hall 3a – a model of energy efficiency

Exhibition halls are meeting places for people from all over the world from a wide range of cultures and social systems. They are where people come together to share knowledge and experiences, conduct open dialogues, and showcase what they’ve produced. So renowned architect Zaha Hadid – whose London-based architectural practice has previously realised internationally acclaimed cultural buildings like the opera house in Guangzhou, China, and the London Aquatics Centre – seemed the obvious choice to design Hall 3A.

It was the first exhibition hall created by Zaha Hadid, and it has provided a bedrock for the culture of flourishing of potential that NürnbergMesse wants to facilitate. It is an expression of that freedom of spirit that makes individual growth possible in the first place, and one of the fundamental prerequisites for a successful trade fair business. The hall is also a model of energy efficiency, and as a result it was the first exhibition hall in the world to be awarded a gold medal from the German Society for Sustainable Building (DGNB).

Inspiration for the world from the Franken Region

In addition to exciting and inspiring architecture, the area’s economic environment also impacts a trade fair and ideally goes hand in hand with its theme. This certainly applies to the BrauBeviale, because with their concentration of breweries, Bavaria and the Franken region in particular represent a stronghold of the craft of brewing.

In this region, the art of brewing and the inventiveness that has constantly devised new creations from water, hops, yeast and malt has yielded an enormous variety of products.

Since 1978, the BrauBeviale has been evolving in impressive fashion from a small event for mid-sized breweries to an international capital goods trade fair for the entire beverage industry. Today it offers all companies in the beverage industry the opportunity to connect with the global market, test out new ideas and pit themselves against the best. It’s a success story that will continue in future with the Beviale Moscow, which made its debut in 2015.

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