For nearly seven years, Man’s World has created experiential worlds to present carefully curated products, services and information from a wide range of areas of life. Aimed at adults with high standards of quality, a love of indulgence and inspiration in a relaxed atmosphere, the event takes place in late January for the sixth time in Zurich.
A Complement to the High Street and the Digital Shift
Many products, companies and services of interest to stylish quality lovers are not found on the classic high street. The latter, moreover – as the statistics show –, are hardly geared towards men. And when they are, you rarely get to see behind the scenes or talk to founders and product developers. Given the growing need to slow down in an increasingly hectic world, and a rising awareness of how things are made, where they come from and their quality, new shopping experiences and new opportunities to meet makers and brands are called for.
On top of that, many offerings today are communicated and sold only online. This often makes it harder to understand the functionality, quality or story behind products and services. Personal exchange, a trustworthy and knowledgeable counterpart, or the chance to test a product are all missing.
Anything but a Conventional Trade Fair
As a format, the founders of Man’s World devised an experiential fair for adults that harmoniously combines curated shopping, a networking occasion, immersive worlds and an evening event. The word “fair” hardly does Man’s World justice, especially as the event – held for over six years in Zurich, Milan and Hamburg – has few equals in the industry.
With its pleasant lighting, elaborate staging and worlds of indulgence, the event recalls a stroll through SoHo, set to background music by the likes of Frank Sinatra. Coffee comes from baristas, spirits from high-end cocktail bars and tastings – on the culinary side, Man’s World always strives to spoil its guests in keeping with the setting. In January 2020, around 12,000 people visited the last Zurich edition over four days.
With New Energy and a New Home
The pandemic put the small businesses behind major events to the test. Man’s World, too, acted strategically early on, persuading the operator of the event halls to share in the event risk for the first time. And there is more: Man’s World is now being held for the first time in ABB’s historic former industrial hall in Zurich Oerlikon. Carefully restored, Hall 550 – with around 7,000 square metres and its industrial look – offers a fitting new home.
Over 100 Makers and Brands
Man’s World presents over 100 carefully curated brands, makers and attractions that invite you to discover, taste, network and experience. Alongside lounge areas, food offerings and gin, whisky and wine tastings, there are countless highlights – from VR, simulators and pop-up workshops to vintage games and a cigar lounge. The perfect place for an evening with friends or a team outing.
Anyone who prefers to talk to founders or owners about a product, values high-quality goods from local and regional makers and is curious about new brands should not miss a visit. Man’s World takes place from 27 to 30 January 2022 in Hall 550 in Zurich. www.mansworld.com
This article appeared in MEN issue 1/21 (November 2021).
