“Marketing is worshipping the customer”, says Swiss trend researcher David Bosshart. Expressed in numbers, this means that the largest cathedrals to the world of goods are located in Germany: Across 2 750 000 m² of trade fair halls, the latest products are presented, the most efficient services promoted and the best know-how is marketed. Fairs are events with a maximum concentration of supply and demand within the smallest possible space in minimum time. Fairs reflect a globalized and consumption-oriented service provider society. There are fairs for any interest group: weapons, erotica, pets, art, babies, jewellery, IT, tourism, cars, etc. The site of perfect marketing is determined by normed sets, live shows and a fierce battle for customers. Jakob Schnetz explored this very special world with an analytical mind and has captured it with empathy.