INTERNORGA is unveiling a new key visual and an updated visual identity. Under the campaign motto “There’s more inside.”, the leading international trade show for hospitality and foodservice is setting the stage for its 100th edition, taking place from 12 to 16 March 2027 at the Hamburg exhibition centre.
The most exciting part isn’t the journey. It’s what’s inside.
The trend you get to taste here first. The technology everyone will be talking about tomorrow. The conversation with someone who flew halfway around the world just for these five days. And the idea you take home with you. It’s loud, it’s fragrant, and it’s fun.
There’s more inside. From now on, this line captures everything INTERNORGA stands for as the industry’s leading meeting place. It turns the focus inward, to what takes shape here: connections that bring people together and inspiration that sparks new ideas. This is where the energy of an entire industry comes alive.
And the line carries a promise: anyone who truly wants to understand where this industry is heading needs to be right at its heart.
The pineapple shows what’s inside.
The pineapple stays. It’s simply being cut open. The fruit that once stood for speed and action now reveals what it holds within: ideas, networks, innovations. Because what truly changes this industry doesn’t happen on the surface, it happens at the core: in the way we cook, run our businesses, work and think.
It creates a strong guiding principle. “There’s more inside.” provides space for different stories and thematic focuses while remaining unmistakably INTERNORGA. In this way, the campaign combines diversity with a clear and recognisable brand identity.
Colour leads the way. Learn it once, and it works everywhere.
It’s a moment many know well: you’re standing at the entrance, map in hand, three appointments on your mind, and somewhere in between lies your route through the halls.
That’s exactly where the new area and hall plan comes in. Every exhibition area has its own colour, every format its own symbol. Exhibition areas, stages and competitions become easier to navigate everywhere, on the map, in the app and on site.
All of this creates clearer orientation, so you can find what matters more quickly.
100 editions. And looking ahead.
Since 1921, INTERNORGA has shown where the foodservice and hospitality industry is heading. Restaurants, hotels, bakeries, confectioneries and foodservice: this is where generations have sharpened their ideas and built their networks.
2027 marks the 100th edition of INTERNORGA. A dedicated anniversary logo puts this milestone centre stage, highlighting the event’s 100th edition and reinforcing its significance. It is accompanied by the claim “Setting the standard in foodservice & hospitality.”
Discover more about INTERNORGA’s 100th edition
The change is already visible. Advertising, newsletters, social media and the website all now reflect the new visual identity. Anyone following the trade show will recognise the new look long before the doors open in March.
What the industry can expect in this anniversary year will be revealed in Hamburg: There’s more inside.
