The record attempt aims to showcase the colourful diversity of haptic advertising and to bring together 250 different brands.
D – The Düsseldorf Exhibition Centre will open its doors to the promotional products industry for the last time from January 7-9, 2026, offering at the same time a stage that plays special homage to the past six decades. An extraordinary joint project is taking place during the show in commemoration of 60 years of the PSI at the Düsseldorf location – an officially registered world record attempt for the most brands in a promotional product presentation. The goal is to bring together 250 different brands.
Exhibitors, distributors, service providers, suppliers, brand managers and visitors are invited to bring along products with brand logos that they have collected over the years, e.g. in their working lives or while travelling, at trade fairs and during production. During PSI, these items will be used to create a unique exhibition that showcases the broad spectrum of the promotional products world – from sustainable classics to modern innovations.
Many products, many stories
“For us, this campaign is much more than a record attempt,” commented, Petra Lassahn, PSI Director. “It is a thank you to Düsseldorf, an emotional conclusion and at the same time a new beginning. Because what we are showcasing here is what our industry is all about at its core – creativity, sustainability and solidarity.”
Product presentations and networking opportunities await the visitors of the PSI Show.
“This record attempt is symbolic for our industry,” explained Steven Baumgaertner, CEO of cyber-Wear and campaign initiator. “It demonstrates that promotional products are far more than just objects – they are emotional ambassadors, cultural bridges and the most visible form of lived brand communication. In an era when so much has become digital, together we are proving the power of the tangible.”
60 years more than a trade show
With this record attempt, the PSI Show is bidding farewell to its Düsseldorf location after six decades. “The PSI has always been more than merely a trade show,” emphasised Lassahn. “It is a place of encounter, innovation and inspiration. The world record attempt is the perfect finale and simultaneously an emotional thank you to all those who has been part of this story.”
The record attempt will be accompanied by PSI TV, which will be reporting live during the trade show. Products can be handed in on any day of the trade show, and unlike traditional record attempts, nothing will be collected in advance.
Final countdown in Düsseldorf
For the PSI Director, Lassahn (r), the PSI is a place of encounter, innovation and inspiration.
Beyond the record attempt, visitors to the PSI Show can once again expect a colourful mix of novelties and networking opportunities in Halls 9-11 of the Düsseldorf Exhibition Hall at the beginning of 2026. This year the show doesn’t start on Tuesday as is customary because “Tuesday, January 6, 2026, is a public holiday in many countries. To ensure that the traditionally strong first day isn’t affected by the absence of key visitors, we have postponed the start of the PSI Show 2026 by one day,” explained Lassahn. This guarantees three days full of intensive encounters and product presentations, starting on Wednesday, January 7.
One of the highlights of PSI is the special finishing area, where a wide range of design options for haptic advertising are demonstrated.
What’s more, the trade fair will once again feature several special areas: In the Textile Village in Hall 9 everything will revolve around textiles and their implementation as promotional products and in Hall 11, exhibitors will demonstrate the manifold design possibilities of haptic advertising in the special customising area. The PSI Academy Expo is a new format this year, which will showcase all the nominated products and campaigns that have been submitted for the inaugural conferral of the PSI Academy Awards. In the workshop programme of the PSI Academy, the speakers will address current industry topics such as artificial intelligence.
In addition to the PSI Community Café, the International Lounge hosted by numerous industry associations and the PSI Night with dinner and a DJ on the first evening of the trade fair, a reception with the GWW Young Professionals at “The Hap” stand will offer plenty of opportunity to network in a pleasant atmosphere.
As such, in its role as the industry’s leading trade show, the PSI Show will bid farewell to its Düsseldorf location with the customary combination between haptic highlights and professional presentation.
Photos: © WA Media GmbH
