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Summary
The global event decoration market, a crucial aspect of event communication, was significantly impacted by the COVID-19 pandemic. In France, the industry faced a steep 51.8% decline in sales between 2019 and 2020, with earnings plummeting from €4.83 billion to €2.53 billion. The US B2B trade show sector, a subset of the broader market, maintained its value over the forecast period of 2021-2026, growing to an estimated $16.8 billion in 2021. Despite a challenging period with many events either canceled or postponed - 33% postponed and 42.1% canceled in 2020 - the event industry showed signs of recovery in 2021. New trends emerged, such as increased digitalization and a focus on sustainability, with 89% of professionals stressing the need for public investment in the latter. In the individual events segment, particularly weddings, there was a 31.2% decrease in ceremonies from 2019 to 2020, although numbers nearly returned to pre-crisis levels in 2021. Budgets for weddings declined overall, but investment in event decoration remained essential for many, indicating a hopeful outlook for the sector's gradual rebound.
Adapting event decoration markets : navigating post-covid trends in France
The event decoration market in France has undergone significant changes and faced challenges, particularly due to the impact of the COVID-19 pandemic. Overall, the French market for events has been a vibrant one, with a wide array of occasions such as weddings, corporate events, and trade shows driving demand for event decoration services.
The rebound has been modest with an 8% increase in 2021, bringing the market's worth to about €2.53 billion. Interestingly, the market appears to be on a path toward pre-pandemic levels. The first half of 2022 showed promising signs, potentially increasing to roughly €4.04 billion by the year-end, signaling an upwards trend in demand for event decoration. The demand for event decoration is also shaped by trends such as a preference for uncluttered decor incorporating natural materials, Scandicraft style, and vibrant flower arrangements.
Despite the disruptions caused by the pandemic, which included a decrease in the average wedding budget from around €8,200 in 2014 down to about €7,528 in 2021, the market is seeing a renewed interest in event aesthetics. Moreover, the demand for event decoration services also exhibits seasonality, peaking in the spring months of March and April as well as at the end of the year around November.
The structure of the market with a majority of events hosting between 51 and 150 people to around 251 to 500 people facilitates a segmentation in the offerings of event decoration services.
Looking to the future, despite the foreseeable changes and challenges, the sentiment among future professionals in the industry remains positive, with approximately three-quarters still considering it a sector with future potential. As the industry adapts to new norms post-covid, including digitalization and sustainability, demand trends in the event decoration market may continue to evolve. Given this adaptable and resilient market nature, there is optimism for sustained demand within the French event decoration segment, subject to the caveat of continued recovery and adaptation to the aftermath of the recent health crisis.
Key Players in the Vibrant Event Decoration Market
The event decoration market is an amalgam of creativity, logistics, and the pursuit of evoking the right emotions for any given event. This dynamic industry is buoyed by an array of specialized entities whose role in orchestrating memorable events is invaluable. From large-scale trade shows to intimate weddings, these market players contribute flair and function to a range of festivities and corporate functions.
- Fiera Milano SpA - Crafting Italian Elegance in Event Presentation Fiera Milano Spa stands as one of Italy's and the market's most prestigious event facilitators, known for their flair for dramatic and exclusive designs. Their approach often infuses events with the high-end allure characteristic of Italian luxury, applying meticulous attention to the aesthetics of event spaces.
- Deutsche Messe AG - German Precision Meets Global Exhibition Expertise Showcasing German efficiency, Deutsche Messe AG operates with a robust international viewpoint, managing some of the world's most significant trade fairs and exhibitions. Their approach ensures each event is an ecosystem of perfect logistics, allowing both exhibitors and attendees to focus on networking and the business at hand within a professionally decorated environment.
- Maison et Objets - Innovators of Design and Decor Trends Maison et Objets is not a direct event organizer but is highly influential in the market as the go-to event for professionals in decoration and furniture. They set the tone for upcoming trends, and their Parisian event remains a crucial source of inspiration for decorators and designers who frequent it to absorb the latest innovations in uncluttered, nature-inspired, and Scandicraft styles.
- UFI, the Global Association of the Exhibition Industry - Though not an event organizer per se, UFI plays a vital role in charting the course of the global events industry with its research and barometer analysis. Their insights guide organizers worldwide and help shape future trends, including the recent shift towards hybrid event formats that blend face-to-face interactions with digital engagement.
- 'Phygital' Events Specialists - Bridging the Digital and Physical Worlds A new breed of event companies has emerged specializing in 'phygital' events – a mix of physical presence and digital technology. These companies have been pivotal in sustaining the events industry through the pandemic and continue to offer innovative solutions to meet the uncertain health landscape's demands.
- Wedding Planners and Event Agencies Wedding planners and event agencies are the foot soldiers of the event decoration market. They often cater to individual demands, tailoring event aesthetics to personal tastes.
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Detailed content
Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 17/10/2022
Summary and extracts
1 Market overview
1.1 Definition and presentation
Event decoration is one of the pillars of event communication, a tool used by a company, institution or individual to promote a product, idea or project through an event.
The event is designed by a specialized communications agency, known as an agence événementielle. It is responsible for imagining and planning a project right through to its completion. Given the wide range of skills required for this mission, the agency usually calls on other specialized service providers, such as caterers, lighting designers, sound engineers, entertainers and decorators, with whom it works closely.
Event decoration is unique in that it is ephemeral. It aims to transform a space by creating an atmosphere that will last for the duration of the event.
This activity can be applied to three types of event:
- Festive events, such as weddings, gala evenings or concerts;
- Corporate communication, such as conventions or seminars
- Events, such as product launches or exhibitions.
The decorator's role will be to enliven these gatherings, stimulating the senses of participants with a play of color, light and sound, while adapting to the constraints of the chosen venue.
More concretely, the market covers the placement of festive decorations, including :
- Banners and kakemonos;
- Entertainment activities;
- Or goodies for guests.
From a global standpoint, the market is growing, with a CAGR of 8.2% over the period 2021-2028, which should take it to over $20 billion in sales worldwide. The challenge over the next few years will be to reduce the environmental impact of this activity, notably through the deployment of reusable and/or biodegradable products.
France is one of the most advanced countries in the events market, and the one whose players are most likely to take care of decoration, since they favor storytelling and experience, whereas their English competitors are more expert in logistics, and the Americans in marketing.
1.2 The American B2B trade show market.
U.S. market size estimates
The events and exhibitions market is expected to register a CAGR of *. *% over the ****-**** forecast period. The events and exhibitions market includes B*B, B*C and mixed/hybrid models. The market scope includes events and exhibitions held in major countries, such as the USA, ...
1.3 INSEE estimate of the size of the French market: hit hard by the health crisis
According to UNIMEV (***). Before the health crisis, all these events welcomed nearly ** million participants, including nearly * million foreigners, and generated €** billion in economic spin-offs for the events industry. [***]
In ****, over *,*** trade fairs and exhibitions will be held in France, welcoming ** million participants, including ***,*** exhibiting companies[***]
Estimated size of the French market ...
1.4 The impact of the health crisis on the events sector
A drastic drop in business
The crisis caused by the Covid-** epidemic was particularly severe, bringing companies in the professional events sector to a standstill for almost ** months, with a **% drop in sales. However, the government aid that began at the end of **** saved many companies: by spring ****, "only" **% of companies ...
2 Demand analysis
2.1 Professional events: the primary determinant of demand
The return of corporate confidence in events
According to the HBAA survey in ****, **% of event professionals are seeing an increase in corporate confidence in events. Demand is then more driven to book dates, venues, logistics and planners. [***]
In this return to confidence, **% of planners confirm a "significant increase" in confidence. For ...
2.2 Organizing events for individuals: the case of weddings
Evolution of the number of weddings in France between **** and ****
Between **** and ****, there was a **. *% drop in the number of marriages due to the health crisis. The rebound is marked in ****, with the number of marriages almost back to pre-crisis levels at ***,***, compared with ***,*** in ****.
number of marriages in France France, ...
2.3 Seasonality of demand
Seasonality of demand
Note:The graph above represents the proportion of searches for a given keyword in a given country and for a specific period, compared with the time when the rate of use of this keyword was highest (***). Thus, a value of ** means that the keyword was used half as ...
2.4 Demand trends in the event decoration market
Uncluttered decor, between curves and curved shapes
From January ** to **, ****, Maison et Objets took place in Paris, the must-attend event where decoration and furniture professionals meet. [***]
Event decoration stays with shapes and curves
This trend, inherited from art nouveau, creates a soft ambience and blends perfectly with all other decorating styles. ...
2.5 Events, a job for the future?
A study by Sandrine Christon-Pain, founder of Shape Your Com, looks at the future of the event industry. *** future event industry professionals completed the survey between December **** and February ****. They come from ** different schools and universities. [***]
The survey results clearly show that **% of future pros still think it's a sector with ...
3 Market structure
3.1 Value chain and sector breakdown (establishments, employees)
Industry value chain:
Below is a simplified event organization value chain, including event decoration. it should be noted that many of the services offered by external service providers are sometimes internalized by event organizers who have a diversified offering, and this may also apply to decoration.
Source: ****
Growth in the number ...
3.2 The main players in event decoration on the French market
The main players in the "Foires et Salons" and "Congrès" segments in France in ****
There are some very powerful players on the French events scene. This chart shows their importance in France. GL Events is the leader in the Foires et Salons sector, with sales in France of *** million euros ...
4 Offer analysis
4.1 French offer typology
In the French event decoration market, it would seem that the price of interior decoration services varies according to several factors, and also according to an offer segmented according to customer expectations. [***]
Professional decorators are available both for private events with a small number of guests and for festivals, for example, ...
4.2 Trends in event supply
For Vaibhav Jain, CEO of Hubilo, the pandemic represents the realization of the limits and inflexibility of physical events and event supply.[***]
Digitalization, the future of events Digital events already existed, but they were rarely favored by companies. [***] With health measures, restrictions and telecommuting, they've realized the value of digital for ...
5 Regulations
5.1 Current regulations in the event decoration market: what you need to know
Declaration of commercial events
The system for declaring commercial events was introduced in ****.Article R***-* reads as follows
"The application for registration of an exhibition centre is sent electronically by its operator to the prefect of the département in which its facilities are located. If the exhibition centre ...
6 Positioning the players
6.1 Segmentation of players in the event decoration market
- GL Events
- Comexposium France
- Infopro Digital Groupe
- Chateauform'
- Capdel (Hopscotch Groupe)
- HOPSCOTCH Groupe
- Europa Group
- Blachère Illuminations
- Stand 2B
- Media Product
- DS EVENTS
- BK Event (GD Com Groupe)
- Artea Events
- Wenes Stand
- Etienne Lacroix Ruggieri
- Alive Groupe
List of charts
- Size of the US B2B trade show market
- Sales trends for NAF code 82.30Z
- Impact of the Covid-19 crisis on MICE budgets
- Outcome of events signed and scheduled in 2020
- What actions has the industry identified to help the events business bounce back from the health crisis?
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Latest news
Olympic Games, Stade de France, Grand Palais Ephémère: GL events' hot projects - 07/03/2024
- GL Events was founded 46 years ago
- In 2023, GL Events has sales of over 1.4 billion euros, up 9%.
- Sales in the Exhibitions division jumped 51% to 210 million euros.
- Venues sales rose by 21 points to 393 million euros.
- Sales in the Live division stagnated at 824 million euros.
- GL Events has subsidiaries in 20 countries.
- France accounts for more than half of GL Events' sales.
- Several projects linked to the 2024 Olympic and Paralympic Games will generate sales of 300 million euros.
- GL Events manages a number of venues, including Lyon's 35,000-seat Matmut Stadium, Rio's 18,000-seat Arena, those in Reims and Orléans, and the Zeniths in Clermont-Ferrand and Orléans.
Events: Alive diversifies with Butterfly caterer - 28/01/2024
- Alive, with 500 employees and sales of 80 million euros in 2023, up from 70 million in 2022, specializes in technical services for the event industry
- Number three in its sector in France, behind GL Events and Novelti
- Sales target of 100 million euros
- Takeover of Butterfly, a caterer with sales of 4.5 million euros and 30 employees, based in La Madeleine near Lille.
- Alive offers services in six sectors: fashion & luxury, culture & entertainment, corporate & conventions, television, trade fairs & exhibitions, sports & e-sports
Cannes: Hopscotch reinvents the International Music Fair - 23/01/2024
- In 2022, the RX France group will withdraw from the organization of Midem.
- Midem has been an international meeting place for music professionals in Cannes since 1967.
- The Hopscotch group has taken over the organization of this event.
- The event offers some thirty concerts and DJ sets to the general public.
- A total of 10,000 tickets are on sale for these concerts and DJ sets.
- MID3M + will welcome 500 professionals from the cultural and creative industries, 60% of whom are from abroad.
Seminar expert Chateauform' wants to take advantage of telecommuting - 10/10/2023
- Chateauform' is a provider of top-of-the-range seminar venues with an extensive catering offer.
- With the advent of telecommuting, companies are looking to offer their teams a differentiating experience to get together and stay connected.
- Chateauform' recently secured a prestigious address, 14 rue Royale in Paris, which will be the headquarters of L'Oréal, dedicated to the transmission of know-how, innovation and creation.
- The new space, Le Visionnaire - Espace François Dalle, will feature 20 rooms spread over 5 floors and more than 4,000 square meters for workshops, seminars and events.
- In May 2020, Celio was the first to ask Chateauform' to refurbish and enliven the offices of 250 employees on 1,600 square meters in Saint-Ouen.
- By the end of the year, Chateauform' will open a Deloitte University in Marne-la-Vallée to train employees from the Europe, Middle East and Africa zone.
- The site will accommodate up to 500 people and offer 260 rooms, 52 meeting rooms and an event space on 13 hectares of land.
- For the HEC Campus in the Bièvre Valley, Chateauform' is assisting with the operational management of the new project: 2,000 square meters dedicated to apprentices and external participants, and 60 to 80 rooms.
- Chateauform' benefits from five-year contracts to secure its business.
Rugby: in Lyon, GL Events put the LOU back on track - 25/08/2023
- Investments underway for LOU rugby club: 200 million euros
- Amount spent by the GL Events group on investments at Gerland: 2.4 million euros
- number of club players: 45
- Capacity of first Matmut Stadium built in Vénissieux: 12,000 seats
- club budget for the season: 37 million euros
- 2025: Top 14 semi-finals to be held at Groupama Stadium
- In 2024, a renovated nautical center will be delivered
Events: Strasbourg events catches its breath after the pandemic years - 23/06/2023
- Mixed-economy company (SEM) Strasbourg events owned by the City and Eurometropole of Strasbourg and the GL events group
- 243 events organized in 2022
- 495,000 visitors in 2022
- SEM sales in 2022: 19.5 million euros and 20 million in 2019
- New 24,000-square-meter exhibition center
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The market for event decoration | France
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