POSLOVNI FM PREDSTAVLJA Ambienta - Nada Banek

Guest Nada BanekHosted by Sanja PlješaMay 3, 2026

Nada Banek

About this episode

What you'll hear in this conversation

A trade fair can evolve beyond its traditional role as a marketplace, becoming a significant economic and cultural event in its own right. This is the story of Ambienta, a furniture and interior design fair in Zagreb, which has grown to its largest size in twelve years, now spanning ten pavilions and over 25,000 square meters. Nada Banek, the project manager, details how this expansion isn't just about size but a complete redefinition of what a fair can be. She explains how Ambienta has integrated art, architecture, and even construction, driven by the specific demands of exhibitors and visitors. Listeners will gain insight into how a long-standing event can reinvent itself by expanding its scope and embracing new, complementary categories.

Insights from the conversation

What to take from this episode

Ambienta's expansion to ten pavilions, 25,000 square meters, and over 450 exhibitors marks its largest scale in twelve years. This isn't merely growth; it signals a deliberate redefinition, moving beyond a specialized fair to become what Banek calls a "cultural-economic-artistic event." When scale itself becomes the story, the underlying concept has likely shifted.

When exhibitors specifically asked to be connected with construction machinery and materials, Ambienta added new programs for building and equipping spaces, targeting investors. The clearest signal for expanding your offering comes directly from your existing partners, telling you what else their ideal customer needs.

Ambienta dedicates its first three days to business visitors, shifting to the general public for the weekend, even adjusting opening hours. When you serve distinct audiences, segmenting by time and tailoring the experience is as crucial as segmenting by space.

To highlight design, Ambienta brings in external curators like Nikola Radeljković for a Design Zone featuring world-renowned brands, and Ada Kezić for a Talent Zone for emerging designers. You don't just allocate space for a new category; you bring in respected external authorities to define and elevate it.

Ambienta now hosts an Art Fair, co-organized with painter Ante Potočnjak, featuring over 100 exhibitors and a pre-auction exhibition by the Kontura auction house. Pairing a traditional trade fair with a high-value cultural event like an art auction expands its appeal and creates new commercial opportunities.

Banek describes Ambienta as a "fair of living," encompassing everything from investment plans and construction to equipping a home and adding personal touches. When you expand your scope, define it not by what you *offer*, but by the complete aspirational *outcome* you enable for the customer.

Ambienta's professional program includes an Architects' Congress expecting hundreds of attendees, featuring Tim Man Sing of Trash Packers discussing plastic recycling and its practical applications. The most effective way to draw professionals is to offer targeted content that solves industry problems and connects theory with practice.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution