Step-by-Step Rise to Global Player – The History of Fairs and Exhibitions in Düsseldorf

Messe Düsseldorf has been operating for over half a century. What started in makeshift wooden premises in Düsseldorf city centre is now an internationally active company that is represented in all growth regions of the world.

Düsseldorf was established as a fair venue on 7 January 1947 with the formation of Nordwestdeutsche Ausstellungsgesellschaft mbH (NOWEA). In keeping with Düsseldorf’s exhibition history and tradition of world exhibitions, efforts initially centred around the organisation and implementation of a “Commercial Trade and Export Fair”, although NOWEA quickly established itself as the city’s permanent exhibition corporation. From the end of the 40’s numerous fairs and exhibitions in Düsseldorf accompanied the economic recovery of the young Federal Republic in the post-war era.

The Messe Düsseldorf GmbH group, with thirteen subsidiaries and holdings and forty fair events in Düsseldorf alone, is now one of the largest fair organisers worldwide.

1811 - 1852 : An exhibition for Napoleon I.

When NOWEA was founded Düsseldorf’s tradition as an exhibition venue already went back almost 150 years. The first commercial exhibition was held in 1811. In the hall of the old government chancery 14 exhibitors from the Bergisches Land presented their industrial products to their new ruler at the time, Napoleon I. The progressive, export-oriented manufacturers had lost their English sales market due to Napoleon’s Continental System policy. By giving a convincing demonstration of their prowess, they hoped to obtain access to the French market and the conquered territories from the emperor. Even though Napoleon appeared to be very impressed, the manufacturers from the Bergisches Land were denied free access to the markets. An economic decision that the exhibitors certainly did not hold against Düsseldorf. Since this first exhibition they have been attending the “Made in Düsseldorf” fairs for almost 200 years.

In 1837 8654 guests attended the “First Exhibition of Industrial Products of the Administrative District of Düsseldorf". Just fifteen years later this figure had already increased to 60,000 visitors who wanted to see exhibits such as “mining products, agricultural and heavy equipment, and carriages” (“Düsseldorfer Zeitung”, 17.6.1852) from 756 exhibitors.

1880 - 1937 : “A magic city on the Rhine”

The trend that had started in the first few years of the industrial age, the presentation of the total production of the western province of Germany, asserted itself with a vengeance over the following decades. Smaller specialised events were held now and then, but for a long time the main goal of the fair industry remained universal fairs in the style of world exhibitions. 

The proximity to the Ruhr area and its location on the Rhine became increasingly important factors for Düsseldorf’s development as a fair venue in the course of industrialisation in the 19th century. In 1880, when the Rhine-Westphalian industry was only a few decades old, a million visitors were already coming to Düsseldorf for the exhibition.

In 1902 the number of visitors who wanted to get a feel for the economic clout of a region that could confidently compete with the world’s leading economic nations had already risen to more than six million. The movers and shakers of the exhibition world in 1902 created a “magic city on the Rhine occupied by industry and commerce with powerful machinery that appears to have been built by the hands of a Cyclops.”, as Fritz Roeber, the then President of the Düsseldorf Art Academy, put it in his speech during the closing ceremony of the exhibition.

In the German empire the Rhineland and Westphalia were the undisputed leaders at the time, although only 29 percent of the population were responsible for 80 percent of national industrial production. The greatest industrialists of the German empire operated on the Rhine and the Ruhr, and Düsseldorf was its exhibition capital.

The self-assured and, in the eyes of modern-day observers, at times almost carefree way in which the blessings of the industrial age were presented in 1902 was no longer to be seen in Düsseldorf for a long time. The most famous Düsseldorf exhibition in history, the “Gesolei” (large Düsseldorf exhibition in 1926 for healthcare, social welfare and physical exercise) was attended by more people than its predecessors, approximately 7.5 million, yet it was overshadowed by the First World War and people had only just realised the devastating effect of a large-scale industrial war.

The last great industrial show of this period was held in 1937. With the “Creative Nation” exhibition, the national socialist government wanted to demonstrate the independence of the German empire.

1947 - 1971 : Düsseldorf trade fairs – bridges to success

In 1947, the founding year of NOWEA, the city and the country was not only experiencing extremely difficult times economically. Providing for the population was one of the main problems after the 2nd world war. In the harsh winter of 46/47 the city set up heated halls; approximately 20 percent of the population in the American and English zone were suffering from malnutrition and in the chamber of commerce district Düsseldorf 33 firms were due for dismantlement, 23 of which for full dismantlement.

The foundation of the Nordwestdeutsche Ausstellungs-Gesellschaft on 7.1.1947 was one of a series of attempts to get the city and the country back on its feet. As a rather dark future was predicted for heavy industry, those responsible called for the establishment of new companies. In addition to the electrical, mechanical engineering, chemicals and clothing industries, they concentrated on developing the service sector. The new exhibition corporation was one of these fledgling enterprises.

After a very modest start, with just 4,800 m² exhibition space, the new company then made a real breakthrough within a few years. In keeping with Düsseldorf’s exhibition tradition, the company’s goal was stipulated in § 2 of articles of association as follows: “The object of the company is to organise and stage the “1947 Commercial Trade and Export Show”.

Thus, the movers and shakers in the Düsseldorf exhibition world complied with the wishes of the English military government that announced its desire for a permanent model export show in its occupation zone in the course of 1947. The Düsseldorf company was refused permission to hold a universal show. When the “Great Rationalisation Exhibition ’Everyone Should Have a Better Life“ was held in 1953 after years of wrangling, events had already taken a different turn. On 28 June 1951 the shareholders and the supervisory board had already decided on the concept of the trade and sectoral fair, which is still valid today. “Düsseldorf Trade Fairs – Bridges to Success” is the confident slogan used by canvassers of the fledgling fair corporation since the 50’s.

NOWEA chose the old exhibition grounds on the Ehrenhof near the Old Town for the new beginning after the end of the war. 4,800 m² exhibition space was available here in the Kunstpalast. The new company organised its first trade fair here in November 1947, the “German Press Exhibition“. 207,000 visitors wanted to know everything about the press of the post-war era, modern communication, editing, setting, printing and distribution.

Owing to the very rapidly increasing attendance figures for the events of the following two years, it soon became too cramped in the Kunstpalast for visitors and exhibitors. Frenetic construction work is a sign of the success of Düsseldorf fair activities; in 1949 four temporary halls were constructed in wood, which gave ten years of faithful service. NOWEA already built a large machine shop out of steel one year later. In 1952 the Europahalle was added and in 1953 the so-called Viergeschosshalle. Two further halls, the fair restaurant and finally the multi-storey car park made it a tight squeeze on the exhibition grounds.

1971 : The “New Messe Stockum“

Over the years the trade fair concept has borne more and more fruits. In the mid 60’s the exhibition grounds finally ran up against their capacity limits in the city centre – all expansion possibilities had been exhausted. The call for new, larger exhibition grounds grew louder. After long deliberation, the Council of the City of Düsseldorf approved the largest local government project of the post-war era on 20 August 1968, the construction of the Messe Düsseldorf in the north of the city. On 3 July 1969 the council approved the funding of the project, which was completed within the 905-day planning and construction period. The names of the former Messe managing director Kurt Schoop and the Hanover architect Heinz Wilke are inextricably linked with the move to the Düsseldorf district of Stockum.

The result of the efforts was a regional planning programme developed specially for trade fairs based on an additive steel and glass construction system. Europe’s most modern exhibition halls were developed according to the modular 30 x 30 metre construction system: modern, clear, flexible and resilient.

The new site was formally put into operation in 1971 with the “K“ International Plastic and Rubber Fair. The company, meanwhile renamed “Düsseldorfer Messegesellschaft – NOWEA“, was able to gain new impetus through the “New Messe“. The proximity to Düsseldorf Airport and the excellent connection to the long-distance transport network were and are key venue assets.

Launch into the third millennium: The Global Player

With the inauguration of the "New Hall 8b“ in Autumn 2007, the twelve halls that formerly existed have now grown to 19. The administrative high-rise building has now been joined by a second block. This growth was and is no coincidence: years of experience in the fields of machinery, plant and equipment, commerce, crafts and services, medicine and health, fashion/ lifestyle, leisure and the tried and trusted trade fair concept have made Messe Düsseldorf a strong and competent fair organiser.

With the increasing globalisation of business, Messe Düsseldorf GmbH also sought new markets early on – and found them. The company exports its know-how and its service in key international markets from its Düsseldorf base. Together with strong partners, Messe Düsseldorf is represented in all growth regions of this world, with the concept it has successfully operated for over 50 years, namely the Fair Concept.

Messe Düsseldorf is active in China, India, the Czech Republic, Russia and the Middle East. In addition, 66 foreign representative offices look after over 100 countries around the globe. The same principle also applies here: 40 years of foreign fair experience with more than 4,000 organised events all over the world stand for international competence.

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