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How does the German trade fair for for living and furnishing “DOMIZIL” reach Danish visitors and exhibitors? Students from Syddansk Universitet (SDU) wanted to get to the bottom of this question when they visited the trade fair in the North Frisian town of Husum at the beginning of the year.

The visit took place as part of the three-year German-Danish innovation project ARTEMIS, which aims to strengthen cooperation between universities and small and medium-sized enterprises (SMEs) in the border region. The students provide participating companies with concrete support in developing innovation and new ideas in order to grow economically and remain competitive.

Targeted market analysis and digital innovation

For the cooperation with Messe Husum, the SDU students conducted market surveys among Danish homeowners, analyzed the differences between Danish and German trade fairs and made suggestions on how DOMIZIL could adapt its communication and marketing to Danish visitors.

The students also created virtual 3D models of the exhibition halls and developed interactive games and simulations that enabled potential visitors to explore the trade fair digitally – before visiting it in person.

Messe Husum and the organizers of DOMIZIL thus received many fresh ideas and concrete recommendations – and new insights into how Danish consumers think, act and visit trade fairs.

“The exchange with SDU Sonderborg was very enriching for us. We were able to gain valuable impulses and fresh perspectives – not only for Domizil, but also for future event formats and new concepts,” says Johanna Hansen, Head of Business Development at Messe Husum & Congress.

The project is a clear example of how cross-border cooperation can make a real difference – both for companies that want to grow and for students who put their knowledge into practice.

A region in transition

The ARTEMIS project, funded by Interreg Deutschland-Danmark, aims to establish at least 30 concrete collaborations between students and companies in the region – on both sides of the border. The North Friesland Economic Development Agency is supporting the ARTEMIS project in its role as a regional partner.

Would your company also like to take part? Benefit from the knowledge transfer, get new ideas for existing challenges and find creative solutions. Participation is of course free of charge.

Read more about the Interreg project ARTEMIS here.