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<span id="openzim-page-title" class="mw-page-title-main"><span class="mw-page-title-main">Sample fair</span></span>

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<p>The concept of the <b>sample fair</b> (in <a href="German_language" title="German language">German</a>: <i>Mustermesse</i>) was invented in <a href="1895" title="1895">1895</a> in <a href="Leipzig" title="Leipzig">Leipzig</a>, <a href="Germany" title="Germany">Germany</a>. At the <a href="Leipzig_Trade_Fair" title="Leipzig Trade Fair">Leipzig Trade Fair</a> the traditional goods fair was replaced with sample shows. The sample fairs are the usual type of trade fair today, which is facing another <a href="Paradigm_shift" title="Paradigm shift">paradigm shift</a> due to the <a href="Digital_transformation" title="Digital transformation">digital transformation</a>, accelerated by the <a href="COVID-19_pandemic" title="COVID-19 pandemic">COVID-19 pandemic</a>.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="History">History</h2></div>

<p>Since the beginning of European trade fair history in France in the 7th century, trade fairs have been held as goods fairs. This meant that the merchant took his "goods to be traded" to the respective trade fair location in order to present and sell them there. The <a href="Champagne_fairs" title="Champagne fairs">Champagne fairs</a> held in the <a href="Middle_Ages" title="Middle Ages">Middle Ages</a>, which were of European importance at the time, also functioned according to this concept.

</p><p>When regional trade fair networks were formed in the area of what is now Germany in the 12th century, particularly on the two important European trade routes, the <a href="Via_Regia" title="Via Regia">Via Regia</a> and the <a href="Via_Imperii" title="Via Imperii">Via Imperii</a>, this concept was adopted. The history of the sample fair is closely linked to the history of the trade fair in the city of Leipzig, which lay at the crossroads of these trade routes. Following its elevation to Imperial Trade Fair City in 1497 (expanded in 1507) through numerous privileges granted by <a href="Emperor_Maximilian_I" class="mw-redirect" title="Emperor Maximilian I">Emperor Maximilian I</a>, it developed into the leading trading centre in Germany. An influential <a href="Leipzig_merchant_bourgeoisie" title="Leipzig merchant bourgeoisie">Leipzig merchant bourgeoisie</a> also developed at this point.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup>

</p><p>At the beginning of the 19th century, it occasionally happened that traders only took samples of their products with them, because the <a href="Industrial_Revolution" title="Industrial Revolution">Industrial Revolution</a> that began in the 18th century gave rise to new sales and distribution channels. The goods could suddenly be produced in large quantities, more quickly, in the same style and <a href="Quality_(business)" title="Quality (business)">quality</a> - <a href="Mail_order" title="Mail order">mail order</a> developed, goods were transported ever faster and the new profession of sales representative emerged. In addition, the founding of the <a href="German_Reich" title="German Reich">German Reich</a> in 1871 meant that important trade tariffs for cities were no longer applicable. These factors plunged trade fair cities across Europe into a deep crisis. The important Leipzig Trade Fair in particular had to fear for its continued existence, because even the new and revolutionary inventions such as <a href="Steam_engine" title="Steam engine">steam engines</a> or <a href="Rail_transport" title="Rail transport">rail transport</a> could not be sold in the largely medieval trading courtyards in Leipzig's city center. The imperial trade fair privilege also lost its validity. However, it was possible to profit from this development, because in 1895 the completely new sample fair concept was developed. Merchants now had the opportunity to take a variety of products to the Leipzig Trade Fair, and of each product they only took one corresponding sample, which was then exhibited in the newly built sample fair buildings, a new type of buildings in the <a href="Architecture_of_Leipzig" title="Architecture of Leipzig">architecture of Leipzig</a>.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> The samples presented could now be examined and tried out in detail by interested parties and were then - as is common today - ordered and delivered. The sample fair, with its wide range of consumer and capital goods, spread worldwide in the 20th century and is still the usual type of trade fair today. As a result of the conversion of the goods fair into the world's first sample fair, Leipzig rose to become a world trading center until the <a href="Second_World_War" class="mw-redirect" title="Second World War">Second World War</a> and after the <a href="Battle_of_Leipzig" title="Battle of Leipzig">Battle of Leipzig</a> it became a wealthy bourgeois city again.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>

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</style><blockquote class="templatequote"><p>“The trade fair enables the greatest business with the least resources, in the shortest time and in the smallest space."</p></blockquote><div class="templatequotecite"><p style="display: inline; padding-left: 2.3em;">— <a href="Edouard_Herriot" class="mw-redirect" title="Edouard Herriot">Edouard Herriot</a> (1872–1957)<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></p></div>

<p>With the conversion to the sample fair concept, Leipzig's city centre underwent a profound transformation from 1894 onwards. Most of the trading and transit courtyards from the <a href="Baroque_architecture" title="Baroque architecture">Baroque</a> or <a href="Renaissance_architecture" title="Renaissance architecture">Renaissance</a> periods were ruthlessly demolished on a large scale. The <a href="St%C3%A4dtisches_Kaufhaus" title="Städtisches Kaufhaus">Städtisches Kaufhaus</a> was the first sample fair building in the world to open in Leipzig's city centre in 1901. It was followed by others such as <a href="Specks_Hof" title="Specks Hof">Specks Hof</a>, the Reichshof or the <a href="M%C3%A4dler_Arcade_Gallery" title="Mädler Arcade Gallery">Mädlerpassage</a> complex. These buildings with particularly large exhibition areas (e.g. 10,000 m<sup>2</sup> (107,639.1 sq ft) in Specks Hof) are the first models for today's modern exhibition halls. They also introduced the so-called "compulsory tour", in which trade fair visitors had to follow a predetermined exhibition tour and cross the building on all levels.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> In addition, a completely new area was created on the south-eastern outskirts of the city, the <a href="Alte_Messe_Leipzig" title="Alte Messe Leipzig">Technische Messe</a>, which together with the city centre formed the main exhibition centre. Due to the enormous success of the Leipzig Trade Fair, especially in the second half of the 1920s, the sample fair developed into a world trade fair concept in the 20th century. After 1945 and the elimination of Leipzig as a direct competitor, other German trade fair locations such as <a href="Hannover_Messe" title="Hannover Messe">Hanover</a>, <a href="Messe_D%C3%BCsseldorf" title="Messe Düsseldorf">Düsseldorf</a> and <a href="Koelnmesse" title="Koelnmesse">Cologne</a> were able to develop into increasingly important trading centers. Large exhibition centers were created, such as the exhibition center in Hanover, which is the largest in the world with 496,000 m<sup>2</sup> (5,338,899.6 sq ft) of covered area.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> Large trade fair centers also emerged in the Americas and later increasingly in Asia, such as the <a href="Las_Vegas_Convention_Center" title="Las Vegas Convention Center">Las Vegas Convention Center (LVCC)</a> or the <a href="National_Exhibition_and_Convention_Center_(Shanghai)" title="National Exhibition and Convention Center (Shanghai)">National Exhibition and Convention Center in Shanghai</a>.

</p><p>In the 20th century, the concept of the sample fair became established worldwide, but was ultimately held more and more as a more specialized form of trade fair. The concept of the sample fair is now being called into question by digital transformation and the Covid-19 pandemic.

</p><p>With the spring fair in March 1991, the history of the classic universal sample fairs also came to an end in Leipzig. Since 1996, specialist sample fairs have also been held at the new Leipzig exhibition grounds.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="Examples_of_sample_fairs">Examples of sample fairs</h2></div>

<ul><li><a href="Bauma_(trade_fair)" title="Bauma (trade fair)">Bauma (trade fair)</a></li>

<li><a href="Frankfurt_Book_Fair" title="Frankfurt Book Fair">Frankfurt Book Fair</a></li>

<li><a href="Leipzig_Book_Fair" title="Leipzig Book Fair">Leipzig Book Fair</a></li>

<li><a href="Farnborough_International_Airshow" title="Farnborough International Airshow">Farnborough International Airshow</a></li>

<li><a href="International_Motor_Show_Germany" title="International Motor Show Germany">International Motor Show Germany</a></li>

<li><a href="Nuremberg_International_Toy_Fair" title="Nuremberg International Toy Fair">Nuremberg International Toy Fair</a></li>

<li><a href="CeBIT" title="CeBIT">CeBIT</a> until 2018.</li>

<li><a href="Mustermesse_Basel" title="Mustermesse Basel">Mustermesse Basel</a> until 2019.</li></ul>

<div class="mw-heading mw-heading2"><h2 id="Bibliography">Bibliography</h2></div>

<ul><li>Wolfgang Hocquél: <i>Die Architektur der Leipziger Messe. Kaufmannshof, Messepalast, Passage, Messegelände.</i> Verlag für Bauwesen, Berlin 1994, ISBN 3-345-00575-1</li></ul>

<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>

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</style><cite class="citation web cs1 cs1-prop-foreign-lang-source"><a rel="nofollow" class="external text" href="https://www.wieselhuber.de/publikation/-/218/">"Zukunft Messe: Paradigmenwechsel voraus"</a>. <i>wieselhuber.de</i> (in German)<span class="reference-accessdate">. Retrieved <span class="nowrap">2024-06-22</span></span>.</cite></span>

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<li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">See also: <a href="Merchant_capitalism" title="Merchant capitalism">Merchant capitalism</a></span>

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<li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><cite id="CITEREFRingel2015" class="citation book cs1">Ringel, Sebastian (2015). <i>Leipzig! One thousand Years of History</i>. Leipzig: Edition Leipzig in the Seemann Henschel GmbH & Co. KG. pp. <span class="nowrap">112–</span>115. <a href="ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <bdi>978-3-361-00710-9</bdi>.</cite></span>

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<li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external free" href="https://research.uni-leipzig.de/fernstud/Zeitzeugen/zz174.htm">https://research.uni-leipzig.de/fernstud/Zeitzeugen/zz174.htm</a></span>

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<li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text"><cite id="CITEREFRodekamp1995" class="citation book cs1 cs1-prop-foreign-lang-source">Rodekamp, Volker (1995). <i>Leipzig, Stadt der wa(h)ren Wunder: 500 Jahre Reichsmesseprivileg</i> [<i>Leipzig, city of true wonders: 500 years of the imperial trade fair privilege</i>] (in German). Leipzig: Leipziger Messe Verlag. p. 333. <a href="ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <bdi>3-9805084-2-0</bdi>.</cite></span>

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<li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external free" href="http://www.architektouren.com/german/leipzig/tour_2.html">http://www.architektouren.com/german/leipzig/tour_2.html</a></span>

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<li id="cite_note-7"><span class="mw-cite-backlink"><b><a href="#cite_ref-7">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external free" href="https://www.hannovermesse.de/de/ueber-uns/ueber-die-messe/geschichte-der-hannover-messe/">https://www.hannovermesse.de/de/ueber-uns/ueber-die-messe/geschichte-der-hannover-messe/</a></span>

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<li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20201124120339/https://www.leipziger-messe.de/unternehmen/geschichte/">"Archived copy"</a>. Archived from <a rel="nofollow" class="external text" href="http://www.leipziger-messe.de/unternehmen/geschichte/">the original</a> on 2020-11-24<span class="reference-accessdate">. Retrieved <span class="nowrap">2024-06-22</span></span>.</cite><span class="cs1-maint citation-comment"><code class="cs1-code">{{cite web}}</code>: CS1 maint: archived copy as title (link)</span></span>

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<p>(Incorporates information translated from the German Wikipedia)

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