Head of Consumer Events at BEAM, Aymeric Peneau is in charge of organising the Foire de Bordeaux.
Honoured by the people of Bordeaux and the Neo-Aquitaine region for over a hundred years, the event has adapted to the times by appealing to all ages and adapting to new societal trends.
Tell us about the Foire de Bordeaux 2024. What surprises does it have in store?
The 2024 edition is taking a new approach by hosting the exhibition-event Colors Festival, the biggest urban and street art festival in France, bringing together more than 80 works by 25 internationally renowned artists. This colourful theme will also be reflected in the launch of the Color Run, a 4km charity run with family and friends, dedicated to breast cancer prevention. Historically, each Foire de Bordeaux has been devoted to a particular country, but last year we innovated with the theme of space, and in 2024 we're continuing to weave this red thread of discovery. Innovation also plays an important role, thanks to the Trophée Gustave, an initiative of Foires de France, which aims to promote the region's inventive talents. That's really what we're looking for from this kind of event: a surprising, local and diverse offering. We want visitors to come away from the day blown away, with the impression of having had a truly immersive and fun experience, and having paid a reasonable price.
What are the secrets behind the longevity of this event?
The Foire de Bordeaux is an atypical and unique event, which manages to combine authenticity, culture, agriculture, fun and original experiences... without forgetting its founding DNA: the retail offer. From its beginnings nearly a hundred years ago on the Place des Quinconces to the Parc des Expositions built in 1969 to host it, this event has provided opportunities to buy, sell and meet people. While the success of the event's longevity is due first and foremost to the commitment of its 800 exhibitors, we are also committed to expanding the range of products and services on offer (historically made up of the lifestyle, home and gastronomy sectors), with the aim of reaching out to young people on the one hand, and responding to new social expectations on the other. This is how we offer a festive experience, proud to mix populations and communities.
What are these new societal expectations and how are you meeting them?
We see ecomobility as one of today's major demands. It's the subject of a new section at this year's show. We're responding here to a real trend in energy consumption, one that calls for more sense and a necessary change in attitudes. I'm also thinking of the Big Dressing proposed this year, through which we're highlighting second-hand clothing, the re-use of clothes, the circular economy, upcygling... while promoting only regional designers. It's a good example of the strategy we're pursuing: staying true to the Fair's heritage, adapting it to today's demands, while remaining dedicated to the region!
The event seems to have found its young audience...
That's one of the targets we're aiming for, with what I call ‘events within events’. Typically, the Junior RoboCup will welcome 350 players aged 5 to 19 over two days to take part in its national final. The Bordeaux GeekFestival and its cosplays will also be bringing us a lot of fresh ideas. But young people aren't the only audience we're targeting! Through our diversified offering, we are trying to appeal to all age strata, with seniors counting just as much as generation Z. This is where the complexity of the ‘fair model’ lies! We also need to embody this feel-good, authentic and convivial moment, in a political and societal context that can be anxiety-provoking. The Foire Internationale de Bordeaux must remain a people's event, capable of bringing together friends and families for an extraordinary and festive experience. In this vein, I'm thinking for example of the blind test we're organising this year with Philippe Maurice, a master of ceremonies who is much appreciated by the people of Bordeaux. This character alone perfectly meets the Fair's specifications: zany, sometimes kitschy but fashionable and above all... a lot of fun!
