Although It Is by No Means Exhaustive, Our Report Provides an In-Depth Look at This Year’s Trade Fair

I have already written twice about how Messe Frankfurt's trade fair trio —Ambiente-Christmasworld-Creativeworld—represents inconceivable dimensions and a sea of impulses that is virtually impossible to absorb in its entirety in such a short time.

Well, I won't repeat myself this year, partly for practical reasons: of the two days spent in Frankfurt this year, the first was entirely occupied by the Compass Talks conference, meaning I had to cram as many sights as possible into the remaining time. Thus, the idea of walking through every pavilion, their various buildings and levels, and seeing everything that this professional exhibition and fair—the size of a small city—had to offer this year was out of the question. Instead, I decided to focus on the stands of Creativeworld, as it is most closely aligned with the themes of Színes Ötletek (Colorful Ideas), so we might highlight a few novelties that those interested in creative hobby activities, materials, and tools should look out for this year. In the following, we shall do exactly that.

The Legacy of the First Professional Female Painter

The Pentacolor stand is an ideal starting point every year, especially since the longest-standing Hungarian exhibitor in this fair trio prepares something new every year, not just in terms of products but also visual presentation. There is a reason for this, as following last year’s Pentart Wall Decor line, their new brand, Artemisia, debuted this year; naturally, the overall look of the stand and the exhibited materials and tools changed accordingly.

Katalin Tömpe, Creative Manager at Pentacolor, noted that last year was slightly simpler for them, as the large, painted wall decoration serving as the background was a spectacular illustration of how and where Pentart products could be used. This year, however, the appearance of the new Artemisia paints inspired a renewed concept in this area as well.

"Just as other large manufacturers sometimes name products after famous artists, we named our new paint line after Artemisia Gentileschi. She lived and worked in Italy during the early Baroque period of the 17th century and was the first female painter who could actually make a living from her art. Besides being a mother, she was the first female member of the Academy of Arts in Florence and also worked as a court painter for King Charles I of England, so her name carries many associations; that is why we chose her.

When developing the product line, especially the oil paints, our idea was to evoke the materials used by old, classical masters—handcrafted paints. We specifically recommend them to artists, hobby artists, and the organizers and participants of the currently fashionable painting schools and courses.

A significant difference compared to hobby paints is that for the latter, the goal is to produce a paint that wins over the user on its own. Not everyone mixes colors; hobbyists might buy a beautiful pink or purple just as it is. Artists and hobby artists, however, like to work with unique colors, so it is crucial for paints developed for them to be highly mixable. Therefore, the main goal here is for these products to contain only one pigment, and names like 'cadmium yellow' refer to the ingredient itself.

The fineness of the material and minimal graininess are very important so that they can be used for very even, homogeneous painting. Furthermore, with these products, we need to communicate many more aspects, such as lightfastness and opacity, as these are all vital pieces of information. Thus, their production is more complicated, and their quality is higher than that of more general hobby paints.

The Artemisia range currently includes 47 oil paint colors and 52 acrylics, along with auxiliary products that offer numerous further creative possibilities. They have been available in Hungary since last October, but we export to 49 countries in total, so we hope more and more people will discover these materials."

As a personal note, the Pentacolor stand reflected, down to the smallest detail, that dedication and committed love for art materials and tools that makes such a manufacturing company authentic to anyone. It was enough to look at the tables and other props revitalized by hand using their own materials to have no doubt about this. Visitors to Creativeworld will likely encounter them again next year; they are always worth visiting for a bit of inspiration!

The Blessing of Abundance

It was obvious from the first minutes that although Creativeworld occupies "only" one two-story, yet impressively sized pavilion out of the entire trio, one could easily spend a week here visiting everyone just once. This year, nearly 300 exhibitors appeared at the event, and obviously, everyone brought the best of their portfolio. The largest players, such as Clairefontaine, Folia, or Royal Talens, were represented by dozens of brands with stands of such size and design that they could pass for well-equipped, extremely elegant department stores - with really sharp dressed customers.

In the following, we aim to highlight some curiosities and novelties that showcase the various shades of the literally endless parade of creative tools and materials.

For instance, Folia showcased such a wide range of products at the event—from sketchbooks and glass-painting kits, through countless materials for paper- and fabric-based crafts, to activity kits for children—that this alone could be considered “extreme” in the best sense of the word. At the same time, perhaps somewhat paradoxically, this incredibly colorful lineup didn’t feel “overwhelming,” perhaps because the brand has such a unique, well-conceived, and consistent image that is truly one of a kind. As their representative explained on-site, their main goal is to support literally any creative activity, whether it involves pastimes for adults or children, and to ensure that their products inspire shoppers through their very design and appearance. Well, what can I say, they succeeded—even with a gift card of any value, I would have stood there for a long time, wondering what I should or shouldn’t take off the shelf.

A similar feeling struck me at the stand of the French company Graine Creative. Here, it was primarily the heart of a young father that bled, as I saw many things that would have been a guaranteed success as gifts—alongside the mandatory "pencil gummy candy," of course! —ranging from various coloring sets to animal-themed crochet kits for children called easygurumi. As Léa, a kind employee of the company which has existed since 1975, explained, it is very important for them that children and young adults find opportunities to switch off from the flow of information and escape from phones and monitors for a few hours. Their new wooden modeling kits, aimed primarily at teenagers, serve this purpose and are increasingly catching the attention of a wider audience.

At the stand of the Danish company Creativ Company, which was one of the best and most approachable places for me, I found similar thoughts and tools. To put it simply, they create various thematic creative boxes containing multiple materials and tools. Thus, children, adults, trend-following hobbyists, and lovers of classic crafts can all find inspiring kits.

Tina Riis, the company's Marketing Director, spoke about this:

"Our specialty, if we can call it that, is the concept named 'creativity in a box.' This is our method for making these activities accessible as widely as possible. With everything bundled together, there’s no need to pick out materials; you don’t even need to be particularly talented—just able to choose the elements required for the activity. Currently, we have over 600 products, all developed and tested by our own team.

Nowadays, plenty of research shows we increasingly need such activities in our lives. We live in a hectic world and need recreation that provides security and peace. It is medically documented that creation helps us slow down and take a break from the rat race. It produces dopamine and can be seen as active meditation. In Denmark, for example, we now regulate children's social media use because the harmful effects of constant screen time are clear; therefore, it’s important to teach them creativity and mindfulness. We want this to be accessible to everyone, regardless of age, interest, or income."

Looking at the Creativ Company portfolio—where you can find creative boxes for everything from stone painting to textile decoration and embroidery—there isn't much room for doubt.

From a different perspective, but with equally exciting offerings, we found the stand of Stamperia—an Italian company based in Hungary. They primarily offer premium-quality materials, stencils, rice paper, decoupage paper, and accessories for scrapbooking, mixed media, and bullet journal/junk journal techniques. Their products are characterized by a distinctly vintage, instantly recognizable aesthetic, so they’re definitely worth checking out for anyone interested in these activities; you can also find them in several Hungarian online stores.

But it was also worth paying attention to Zahn Unique Brushes’ 3D-printed specialty brushes, which drew attention with their sleek yet striking design. These tools, featuring brush heads of various shapes, are ideal for tasks requiring painting that aims for structural, interesting surface effects, whether for traditional fine art or in the fields of applied art, decoration, and design.

The company’s product manager, Diana, also told me that the handles of their brushes are always made from sustainably sourced wood, and although these days—as was mentioned several times at the Compass Point conference—European manufacturers are at a disadvantage in many respects—more expensive raw materials, more expensive production, stricter regulations—many still insist on high quality and on keeping the environmental footprint of creative pastimes as small as possible.

Sometimes this manifests in ways that aren’t immediately obvious. We were particularly struck by this when we visited the booth of our partner long ago, Pritt. After all, what is the one thing we don’t naturally associate with natural ingredients? Well, glue, of course. In light of this, we were delighted to hear that 97% of the brand’s glue sticks for children and hobbyists are now made from ingredients such as potato starch, sugar, and water; furthermore, wherever possible, they are replacing plastic with recycled paper in their packaging.

What I found particularly interesting—partly for personal reasons, since I’m now considered a black-belt master of wood doweling, given how difficult it is to drill into any of the walls in our home—was the manufacturer’s relatively new product, Pattex Fix AB, an innovative, drill-free, removable adhesive designed for easy application, which allows you to securely attach small objects, decorative items, and shelves to walls or even tiles, supporting loads of up to 6 kilograms—even for years on end. If I’d heard about it sooner, I might have spared myself a few gray hairs, and the neighborhood kids’ vocabulary wouldn’t have been enriched prematurely with a few - let's say - colorful expressions!

New Shades of Green

It was certainly heartening to see that the trend toward eco-consciousness—which is becoming increasingly important to more and more manufacturers—has not lost momentum, and that many are seeking ways to produce new tools and materials through partial or full recycling. Of course, we could cynically shrug and say, “Well, yes, what difference do such efforts make in these turbulent times? At the same time, it is encouraging and exemplary that players in the creative industry are clearly striving to set a good example in this area, even if these new products do not always enjoy unanimous success among consumers just yet. Of course, we were able to see several such examples up close, despite the limited time available.

For example, Unicraft BV from Belgium boasted a very impressive exhibition space; last year, they won first prize in the sustainable products category at the Creative Impulse Awards for their plant-based casting resin called Reslin. According to Dan Parker, the company’s international sales manager, here’s what you should know about it:

“We launched the Reslin brand last year. It is a 100% plant-based, biodegradable, next-generation casting resin that offers an eco-friendly alternative to widely used epoxy-based products. No protective gear is required during use, so artists and creators don’t have to worry about PPE (polyphenylene ether, a type of thermoplastic—ed.) or other potentially harmful chemicals. We are convinced that there is a need for this type of innovation, and it is also evident that the market itself is increasingly demanding sustainability, which overall can be viewed as a distinctly positive trend, and we naturally strive to respond effectively to these changes.”

It certainly sounds exciting, and it was quite a sight to see the items and decorations made with Reslin lined up on the booth’s shelves. If you’d like to try out this exciting material, you’ll find contact information for local distributors at the end of this article.

Another discovery we made this year was Morocolor's CMP ReClay, a modeling clay made from recycled materials, hailing from the Italian city of Padua. I believe many people in Hungary are familiar with the company through its Primo brand, but I’m certain that this new product, just launched on the market, will also be popular. ReClay is a unique product on the market, made from 98% natural materials—such as recycled cardboard and cellulose—and is an air-drying material. It is particularly recommended for professionals in this field for creating models, sculptural works, and detailed creations. It is also perfectly suited for creative hobbies, such as making home decorations, jewelry, or small decorative items, as it is extremely easy to shape. No baking is required, as it air-dries; however, for added durability, the finished piece can be varnished or painted with acrylic paint, among other options.

Mauricio Dovano, Morocolor’s international sales manager, described the background of the production as follows:

“In the production of ReClay, we utilize materials that would otherwise have to be disposed of or would become waste, so they don’t go to waste. In addition to the 98% natural raw materials, the remaining 2% consists of pigments, because there are no natural pigments suitable for this type of use. Furthermore, production is powered by clean energy, with most of the electricity coming from our own photovoltaic power plant. So this is a product with a minimal environmental footprint, yet it is just as effective for its intended purpose as traditional versions.”

Of course, Primo also offers a wide range of similar products made almost entirely from natural ingredients, such as Primo Air Dry Clay, Primo Soft Play Dough, and products that use “Superwashable” inks—which wash off easily from both hands and clothing— so it’s worth checking out their website or the online stores of local distributors, because you’re guaranteed to find inspiring tools for a wide variety of creative projects.

It’s also worth mentioning KREUL’s new products, as they’ve launched a truly unique material this year that will be of particular interest to our readers who create art together with their children and families—a significant portion of the Színes Ötletek audience. Every year, the brand draws attention with a highly eye-catching booth, thanks to a blend of clean minimalism and striking colors, and generally—especially compared to the product dumping seen in most places—they showcase a distinctly small, but well-curated product range, including the KREUL Mucki Fingerfarbe series’ new finger-paintable porcelain paint, which is currently considered unique even on an international level, and which Dr. Florian Hawranek, the company’s managing director, introduced to us as follows:

“This is our most important new product for this year: a finger-paintable porcelain paint that meets all necessary health regulations and can be used by children at any time. As far as we know, this is a novelty on the global market as well. Everyone is familiar with finger paints that can be used on other surfaces, such as cardboard or paper, but a version specifically designed for porcelain has not existed until now. This possibility definitely opens up new horizons, especially since the technique can be combined with other tools, such as felt-tip pens. If you let the finished piece dry for 24 hours and then bake it at 160 °C for 45 minutes, the paint hardens so that the decorated mug, plate, or whatever else can then be washed in the dishwasher. This makes it perfect for creating unique, personalized gifts for Christmas, Mother’s Day, birthdays—basically any occasion!”

KREUL products are also available here in Hungary, so if you’re interested in this exciting new porcelain paint—or any other similarly innovative tools and materials, such as the KREUL Nature product line featuring eco-friendly, water-based matte paints and brushes made from natural materials—it’s worth checking out where you can buy them locally!

“I’d Need the Closing Words…”

To wrap up our report on this year’s Creativeworld, we’re taking a slightly unconventional approach by sharing a spontaneous encounter: right in front of one of the booths, we unexpectedly ran into the team from Telér Trade—already well-known to readers of Színes Ötletek—which distributes brands like Posca, Uni, Funny Mat, and others in Hungary. And since it happened that way, we asked them why, in their opinion, it’s worth traveling two thousand kilometers for this event. Zsuzsanna Csáki answered our question:

“It’s always worth keeping an eye on what’s new—partly to see what our own partners are coming up with and how they’re preparing for the year, and partly to see what we might find at potential competitors’ booths. Creativeworld is a high-quality, rich, and diverse exhibition that provides an early snapshot of the trends shaping the current year and what is currently on the minds of international players in the creative industry. Naturally, it is important for us in many ways to stay up to date in this area. Another key aspect is that, as importers, events like this serve as a direct meeting point with prospective and potential future partners, as here we can precisely identify which products and manufacturers may not yet be present in the country. We’ve already seen things here that we’d heard about but hadn’t encountered in person yet, because the product isn’t available in Hungary yet. In such cases, we try to gather as much information as possible, and then, once we get back home, we try to follow up on what can be realized from the collaboration opportunities that arose here.”

Those of you who have made it this far in reading the article—and didn’t give up along the way—might agree that we’ve touched on quite a few interesting products and inspiring ideas, even though we’ve really only managed to highlight a few shades from the trade show’s full color palette. Here, the author toyed with the idea that it might be worth attempting a report where we actually give a voice to every exhibitor, compiling our coverage of the current Creativeworld from nearly 300 interviews. Based on our preliminary calculations, this article would be roughly 610,000 characters long, and it would take about 55 hours to read without interruption. We don’t even dare to guess at the number of hours of work involved, but it would likely earn us a spot in the Guinness Book of World Records. We still have time to think about this until our next visit.

This on-site report would not have been possible without the kind help of the teams at Messe Frankfurt and BD-Expo, to whom we extend our heartfelt thanks.

You can read our previous articles about Messe Frankfurt events here! More information about the international trade fairs Ambiente, Christmasworld, and Creativeworld can be found on the events’ social media platforms and on the Messe Frankfurt and BD-Expo websites!

Photos and image editing: Attila Kovács

A BESZÁMOLÓT MAGYAR NYELVEN ITT OLVASHATOD!