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# Experiential Interior Design Shows
The Playful IMM LivingInteriors Pavilion is by i29 and Frame

By Rebecca Byers | Published 2016-02-08 | Art & Design
Source: Trend Hunter, https://www.trendhunter.com/trends/i29
References: [retaildesignblog.net](http://retaildesignblog.net/2016/02/05/frames-glass-cube-pavilion-by-i29-at-imm-cologne-italy/)

The IMM LivingInteriors Pavilion by [i29](https://www.trendhunter.com/trends/apartment-with-a-view), Kamer 465 and Frame Magazine is an immersive exploration of innovative interior design projects that challenges convention regarding what such a showcase should look and feel like. The IMM LivingInteriors Pavilion highlights the best from leading manufacturers of wall-coverings and flooring.

i29 is an Amsterdam-based architecture firm, while Frame is one of the world's top interior design magazines. Designers and firms with works highlight at the IMM LivingInteriors Pavilion include Heleen Blanken, Dirk van der Kooij and Diederik Schneemann, as well as Zurich-based Studio Hannes Wettstein. Brands present at the Pavilion, which is located in Cologne, Germany, include Linetloo, Spectrum, Smow and Menu. The [immersive experiential way of shopping furniture](https://www.trendhunter.com/trends/the-objects-we-live-by) is sure to be a hit with consumers.

## Trend Insights (Trend Hunter)

- Score: 6.2/10
- Popularity: 93% | Activity: 85% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, South America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design)

## Key Themes

### Why This Trend Is Growing

- **Experiential Interior Design:** Opportunity for businesses to create immersive and interactive interior design experiences that go beyond traditional showcases.
- **Innovative Showcase:** Demand for unconventional and cutting-edge displays of interior design projects that challenge convention and offer unique experiences.
- **Immersive Shopping:** Potential for retailers to adopt immersive and experiential ways of shopping furniture to attract and engage consumers.

### Industries Being Reshaped

- **Interior Design:** The interior design industry can embrace disruptive innovation by creating new formats and experiences for showcasing projects.
- **Architecture:** Architects can collaborate with interior designers to create immersive showcases that redefine the boundaries of architecture and interior design.
- **Retail:** The retail industry can explore immersive shopping experiences to provide customers with unique and engaging ways to browse and purchase furniture.

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- [Futuristic Immersive Lighting Experiences](https://www.trendhunter.com/trends/immersive-lighting-experience.md)
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