D – The conditions weren’t exactly favourable: The early venue date in the first week of January, the tense economic situation, global political upheavals that are rocking the markets and as if that wasn’t enough, along came the snow, black ice and storm “Elli” – nightmare conditions for every trade show organiser.
Nevertheless, the PSI Show 2026 from January 7-9, was a surprising success. Around 600 exhibitors presented their products and services in Halls 9 to 11 of the Düsseldorf Exhibition Centre. No less than 9,735 visitors from 68 countries came to examine the abundance of trends, novelties and classics. While this corresponded to around 12% less visitors than in the previous year, it proved to be a satisfactory result considering the circumstances, which underscores the importance the PSI Show, organised by RX Germany, has for the promotional products sector.
Positive signals
The PSI Show was opened at the official press conference (f.t.l.): Emily Whigham (presenter), Michael Köhler (Managing Director RX Germany), and Petra Lassahn (Director PSI).
Many of the exhibitors were well-satisfied with the amount of visitors on the first two days. “We had two good days,” commented Kim Sophie Vollbrecht from uma, and Kim von Wowern, Poul Willumsen, already counted more visitors over the first two days than during the entire PSI Show last year. “Despite the weather and the warning not to travel that initially worried us as a Dutch company, we held many good conversations,” reported Esther Hemmes, The Peppermint Company. Silke Francus, Francos, was also pleased with the “high number of visitors at the stand. The high level of internationality of the visitors was also pleasing.” An opinion that Markus Nawrotzky from doppler shared: “We had visitors from Nigeria through to Georgia. We enjoyed many interesting conversations.”
In addition to their staff being run off their feet, many exhibitors also had praise for the quality of the discussions. “We made some very promising contacts and some concrete orders were also placed,” confirmed Silke Drewing, Herbalind, and Heike Hampel-Rudolph from Mahlwerck summarised the situation representatively for many other exhibitors as being “a promising start to the new promotional products year. The snowstorm no doubt deterred some visitors from making their way to Düsseldorf, but the prevailing atmosphere on-site is nevertheless positive and feels more dynamic that at the beginning of 2025.”
Immense diversity
The abundance of large, elaborately decorated stands that impress and underline the industry’s professionalism with their great product presentations and coherent branding is characteristic for the PSI Show. The same was true again this year, the last time Düsseldorf is hosting the event.
Many stands impressed with their elaborate appearance, great product presentations, and consistent branding.
Hall 10, which boasts the most large suppliers, is the centrepiece, in Hall 9 among others the Textile Village and a large area with Turkish suppliers especially caught the eye. Newcomers and various special areas, including also the award winners of the PSI Academy Awards and the Guiness World Record zone, were accommodated in Hall 11.
Thanks to their wealth of innovation, the often fresh and in some cases unknown players in the Newcomer Area are always a crowd-puller. However, many of the visitors would have preferred a somewhat more attractive presentation. Since large areas of Hall 11 were sectioned off, it really wasn’t very inviting and appeared to be darker and cooler than the other exhibition areas.
The variety of products was huge once again. Three days visiting the show is nowhere near long enough to see even the most important novelties. In this World Cup year, football merchandise and fan items could be found at several stands, the PSI also dedicated a special area to this topic and to the theme “Made in Europe”, which was also highlighted at many stands. Evidently water bottles, cups, outdoor and mobile phone products are still on trend, i.e. items for the mobile lifestyle.
In the 2026 World Cup year, football merchandise was on display at various stands, and PSI dedicated a special show to these products. In addition, textile promotional items and their refinement played a special role at the trade fair.
The topic sustainability has meanwhile become an integral part of the industry, but is to a certain extent also partly taken for granted. Many suppliers accentuated their certifications, but didn’t actually place the emphasis of their stand decoration on their environmental and social commitment.
The focus was primarily on the products, brands and services offered. Many suppliers also showcased new digital solutions such as product configurators, which – as at mbw – are also connected to AI tools to place digitally created models in a coherent lifestyle setting for advertising purposes.
Game Changer?
The PSI also addressed the topic of AI: This year’s very intimately and intensely staged workshops focused on the “game changer” artificial intelligence.
Newcomers were able to present their products in Hall 11. Current developments in the field of AI were addressed in lectures and workshops.
AI also played a role in the opening event of the PSI Show this year: In his keynote lecture, Prof. Dr. Stephan Jansen, an expert for urban innovations and digital transformation, demonstrated current developments in the field of AI beyond hype and hysteria – an equally entertaining and informative presentation that certainly gave the promotional products industry cause for optimism. Since in this AI era, haptic media are still definitely in demand, as Michael Kleinjohann, whose book on haptic advertising was recently published and who also organised workshops at the PSI, noted: “Promotional products can effectively charge fleeting, hectic and frequently annoying omnipresent digital communications with real and authentic – because they are physical – encounters, serving as a digital detox.” PSI 2026 was certainly an excellent opportunity to experience the USPs of haptic advertising.
Relocation
However, this will no longer be possible in Düsseldorf because after over 60 years, PSI 2027 is moving to Cologne. Petra Lassahn, Director of the PSI: “We, both the PSI and the promotional products industry, have been happy in Düsseldorf for 60 years. Which is why we are looking ahead to the move to Cologne with mixed feelings. Cologne offers scope for further development, it is a hotspot for media and creative professionals and boasts excellent transport connections. Furthermore, the more convenient venue date at the beginning of the year that lies outside the public and school holidays makes it easier for both the exhibitors and the trade visitors to participate.”
PSI 2027 is scheduled to take place at the Cologne Exhibition Centre from January 12-14.
A detailed follow-up report will be published in the next edition of eppi magazine, No. 159 (February 18, 2026).
// Dr. Mischa Delbrouck
Photos: Sophia Arnold, Ralf Bales, Till Barth, Paula Bemmann, Dr. Mischa Delbrouck, Dr. Andreas J. Haller, Helen Lorenz, Claudia Pfeifer, Michael Scherer © WA Media; RX Oliver Wachenfeld
