By  on August 13, 2013

For the seventh installation of Elements Showcase, to be held Aug. 19 and 20 at Skylight West in Manhattan, guests will be shown a lighter side of the highly edited design-focused trade show.

“We’re changing the story a little,” said Frederick Bouchardy, who cofounded Elements in 2011 with Jeff Lawson, owner of Jeff Lawson Associates Inc., and Ulrich Lang, owner of Ulrich Lang Fragrances. “This year is less about education and more about interacting, actually experiencing things.”

The upcoming Elements event, which Bouchardy said he expects will draw about 3,000 guests, will also offer some new categories, including fashion accessories, chocolate and tea companies, and new services, meant to engage guests on the show floor. “We are going to explore other senses and design disciplines that are complementary to the ones we’ve already established,” said Bouchardy. “We’ll be investigating taste, touch and accessories.”

The newest Elements Showcase, the sixth to date in New York City, is also becoming more global each year, said Bouchardy. In May 2013, Elements was held in Dubai — its first international exhibit to date — where it was visited by 20,000. In 2014 the show will go to London and Tokyo, as well as Dubai and New York.

“From a business perspective, we are the first show of our kind that’s growing internationally and doing it very quickly, all a response to the market,” said Bouchardy, adding that fragrance and beauty are still very much at the core of the Elements brand. “In a way, we’ve set the tone as far as niche beauty and fragrance are concerned, and that is always the guiding light for what we are trying to do. We plan to continue to expand into other things to make it make sense, to make the show more useful for retailers.”

Of the 100 brands exhibiting, some of the first to show at Elements include Dita Von Teese’s fragrance and niche scent brands like CB I Hate Perfume and House of Sillage. Tickets for Elements can be found at

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