Deutsche Messe unveils new brand for Messegelände Hannover

Deutsche Messe is unveiling its new product brand dedicated to marketing its venue business in Hannover.

The redesign focuses on putting the needs of event organisers front and centre, highlighting the offerings of the exhibition grounds. With the motto ‘Event Your Business’, a renewed design, and a refreshed website, Deutsche Messe aims to make a significant impact.

In a conversation with Robert Bachmann, director of venue sales at Deutsche Messe, it becomes clear that the name of the new product brand – Messegelände Hannover – was chosen deliberately.

“We want to clearly emphasise our main product – our unique exhibition grounds! Our vision is to offer leading industry solutions and seamlessly integrate event services into our venue,” says Bachmann.

While Deutsche Messe remains focused on its core business of international flagship trade fairs, it also presents additional opportunities. The versatile venue offers space for corporate events, conferences, large-scale events, and concerts. Each year, numerous inspiring and spectacular event formats take place at Messegelände Hannover.

Messegelände Hannover offers event organisers unique combination possibilities that enable seamless integration of exhibition, conference, and open-air spaces. With state-of-the-art halls, flexible conference rooms, and expansive outdoor areas, organisers can realise a variety of formats and event concepts. These diverse options create ideal conditions not only for industrial goods trade shows like Agritechnica, EuroTier, EMO Hannover and IAA TRANSPORTATION. “Every one of our guests enjoys coming here because they associate our venue with unique emotions, experiences, and encounters,” Bachmann says.

Deutsche Messe aims to leverage this emotional connection to attract even more guest events to Hannover and its exhibition grounds in the future. With ITMA 2027, we welcome another partner from the international trade fair league to our venue. Over the next five years, hagebau will hold a total of 18 events at Messegelände Hannover. The start has been successful. “We look forward to this new chapter here and are convinced we made the right decision,” assures Thorsten Gehrke, division manager at Hagebau Handelsgesellschaft, after the kick-off event, highlighting the smooth process on-site and the excellent co-operation with the team and service providers.

Ultimately, it is the people who create special moments: “We could talk about over 75 years of experience. But we know that every event is unique – which is why we approach and support each project and every customer in this manner,” says Bachmann.

And Deutsche Messe has big plans ahead. An extensive site development programme is currently underway, set to further modernise the halls and infrastructure. The in-house sustainability programme ‘Fair2Future’ aims to operate the exhibition grounds CO2-neutral by 2035. The digitalisation of services will also be expanded – from visitor tracking and AI-supported visitor guidance to digital out-of-home displays. “We think holistically,” concludes Bachmann, “we are taking venue marketing and the venue itself to a whole new level.”