Anyone walking through Frankfurt today encounters a city in constant transformation, shaped by both history and the future. Between skyline and old town, banking district and riverbanks, one defining feature becomes clear: exchange and international encounters have shaped this city.
Created as part of World Design Capital 2026, the immersive exhibition “Frankfurt: City of WOW!” takes visitors on a journey through time, from medieval trade routes to the future of a globally connected metropolis. Along the way, it becomes clear how closely the city’s development is linked to Messe Frankfurt.
„City of WOW!“ is located in the former high-bay warehouse of Dresdner Bank in Frankfurt’s Gutleut district. Spread across around 1,200 square meters, a multimedia 270° installation guides visitors through the city’s fascinating history. From the moment you enter, the exhibition’s focus on atmosphere becomes clear. Images, sound and space come together to create an immersive experience that makes the city’s development tangible.
Here, Frankfurt appears not only as a financial hub or a skyline, but as a constantly evolving organism shaped by trade, migration, culture, and innovation. A recurring theme runs throughout the exhibition: Frankfurt’s role as a place of encounter and exchange, the very principle which trade fairs have always embodied.
This role is brought to life in a unique way, revealing how closely economic momentum, urban development and social interaction are intertwined. Messe Frankfurt emerges as a driving force that has created connections over centuries and continues to strengthen the city’s international reach.
Even in the Middle Ages, the trade fairs played a key role in shaping the city’s economic and social life. From the first imperial trade fairs to international exhibitions and today’s leading global events, this dynamic runs throughout Frankfurt’s history.
At the same time, the exhibition looks ahead. As part of World Design Capital 2026, the project is guided by the theme “Design for Democracy. Atmospheres for a Better Life.” At its core is the question of how design and collaboration can contribute to quality of life in the region.
As a company with deep roots in the city, Messe Frankfurt is actively involved in this process. A key contribution is its role as main sponsor of the exhibition “City of WOW!”. Through its global network, Messe Frankfurt also helps to bring the World Design Capital 2026 festival year and the region to international attention.
The exhibition is open from Wednesday to Sunday until the end of the year. Further information on tickets and how to get there is available at: www.cityofwow.com/