Performing the trade show: The case of the Taipei International Cycle Show

The compound noun 'trade show' defines a place where the interconnected activities of trading and showing both take place. Whereas the earlier literature on trade shows mainly focused on trading aspects, recent contributions have begun to explore the ways a “show” is staged and the excitement it may generate. In this paper we take this exploration further by applying several themes that connect performance theory with the economy, including the liminal space constituted by a trade show, the pre-formance of a show, the somatic experience, the performance of brands and brandscapes, the drama of novelty and innovation, and the role of mimesis. These themes are then taken up in the context of the Taipei International Cycle Show which is the world's leading bicycle manufacturers' trade show. Various forms of performance are central to an understanding of this show and an essential part of the trading relation. In many cases trade is not consummated at the show itself but subsequently if the show performance succeeds in creating the possibility of new commercial links between buyers and makers.