Shaping the future together

Bildschirm mit Trend Day
Mann probiert VR-Brille aus

Under the motto "Get inspired & get active", the Melitta Trend Day took place at the BVB Stadium in Dortmund in February . The event offered a mix of inspiration, networking and interactive experiences.

Around 100 colleagues met in Germany's largest football stadium – the SIGNAL IDUNA PARK – to exchange ideas on the topic of trends and to immerse themselves in the world of future customer experience*. The focus was on the analysis of trends, the experience of new technologies and the networking of innovation enthusiasts within the Melitta Group. The event was hosted and organized by the Corporate Innovation Team.  


"Get inspired"


The event started with two keynote speeches: René Korte gave an entertaining overview of the relevance of trends and their impact on consumer expectations. Nils Müller, Managing Director of the trend and innovation agency Trendone, took the participants on an interactive journey into the year 2030 and presented new technologies that could influence the customer experience of tomorrow.  

Publikum hält sich Hände vor das Gesicht
Moderatorinnen begrüßen zum Trend Day
Zwei Frauen sprechen miteinander

"Get active"



In the late morning and in the afternoon, four interactive stations invited participants to actively experience and try things out: At the "Metaverse" station , participants immersed themselves in virtual realities and got a foretaste of the retail of the future. Using VR glasses (virtual reality glasses), the participants could, for example, virtually shop for Melitta products or play table tennis.  In the "Trend Café", the participants dealt with trends and worked out their potential for their own products and business models. The "Future Personas" station was dedicated to the topic of customers of the future. The participants analysed how trends could affect target groups and what expectations could result from products and employers. 


At the "AI Experience" station , it was shown how generative artificial intelligence can be used to create voice and video content, develop product concepts and simplify everyday tasks. Using the example of Melitta's own GenAI solution "Melina 2.0" as well as other AI tools, examples were shown how tools can be used to positively influence the customer experience. Particularly noteworthy: The colleagues of the DAT (Digital Acceleration Team) showed how generative AI – our "Melina" – can already add value for numerous use cases. The breaks and lunch together invited people to get to know each other and network.

"We hope that the participants took away many inspiring impulses," says Saskia Meltzer from the Corporate Innovation Team. "With events such as the Trend Day, we want to create spaces that invite people to inspire and become active – spaces in which visions of the future and trends are not only presented, but can be experienced," adds colleague Claudia Albert. "Past events - such as the Trend Day or the Innovation Roadshow - have shown us that events where we meet colleagues from different areas of the company in person are highly relevant."