DÜSSELDORF, Germany — Messe Düsseldorf announced the launch of The Ultimate World of Cutting and Welding – Urban Steel Expo (USE), an international, immersive event that is set for April 20-23, 2027, at the Messe Düsseldorf Exhibition Center.
According to Daniel Ryfisch, Director USE, wire/Tube & Flow Technologies at Messe Düsseldorf, the event is a logical expansion of their industrial trade show portfolio and will strengthen its leading position in the metal and metalworking sector — as of February 2025, the organizer has 44 exhibitions around the world that serve the field — while answering calls for a more-immersive experience.
“The industry demanded a new, more-dynamic platform for welding and cutting – one that seamlessly integrates modern event culture with technology and business,” Ryfisch said. “This is a trend observed worldwide, as traditional trade show concepts are increasingly evolving into event-driven experiences.”
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To make USE an exciting, immersive event, Messe Düsseldorf will merge it with Urban Steel Rockstars (USR), an existing convention with a festival-like atmosphere that features masterclasses, hands-on workshops and concerts.
“USR’s experience-driven nature brings a new level of energy to the trade show, merging emotions, entertainment and expertise,” Ryfisch said. “This not only increases USE’s appeal for existing industry professionals but also attracts new audiences, including young talent, end users and industry influencers who engage more with interactive formats … USR strengthens USE by introducing new impulses and fostering deeper engagement with visitors.”
Ryfisch shared that Messe Düsseldorf is working closely with MingleMakers, USR’s organizer, and aligning USE’s key features with its formats to ensure a seamless integration.
“In my view, a successful integration requires strategic planning that maximizes synergies between existing and new formats,” Ryfisch said. “Key factors include involving relevant industry partners, creating clear value propositions for both target groups and blending established trade show structures with modern event and communication formats.”
Learn more about USE by clicking here.
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