Interview with Walter Hasenclever – Marketing expert offering a behind-the-scenes look at the VENUS Fair 2025. Thank you, Walter, for taking the time to talk to us about one of Europe’s biggest erotic fairs!

VENUS 2025 – More than just an Erotic Fair?

Walter, the VENUS 2025 is gearing up. What can visitors expect this year? Is there anything you are personally particularly excited about?

It’s going to be really exciting again! We have many international exhibitors, innovative new products, and a show program that combines entertainment and erotica in a whole new way. Personally, I’m especially looking forward to some premieres being presented with us for the very first time – and, of course, the incredible atmosphere that is unique every year.

What makes VENUS so unique for you? How is it different from other fairs – in Berlin and around the world?

VENUS is much more than just a fair – it’s a reflection of societal developments around pleasure, sexuality, and lifestyle. We combine business, education, entertainment, and community in an event that deals with erotica openly, positively, and modernly. This mix exists only here in Berlin.

Many people immediately think of erotica when they hear VENUS – but the fair offers much more. How much has the concept changed in recent years?

Enormously! Today, it’s not just about lingerie and porn stars anymore, but also about topics like sexual wellness, self-care, diversity, and digital technologies. VENUS has matured – without losing its playful character. We show that erotica is not something dirty, but part of a self-determined lifestyle.

You appeal to an extremely diverse audience – from curious couples to industry professionals. How do you manage to unite everyone under one roof?

We listen very carefully: What moves our visitors? What do exhibitors want? And then we create an experience that offers access for everyone – without barriers, without prejudice. It’s the mix that makes it – and our audience loves this open, respectful atmosphere.

This year some well-known faces will be attending again. Are there any collaborations or surprises you can already tease a little bit?

Some surprises, of course, will stay under wraps – but here’s a little hint: there will be exciting crossover projects, new influencers discovering VENUS for themselves, and a very prominent show act that we will announce soon. Stay tuned!

In the team, you are mainly responsible for marketing and acquisition. What does your daily work involve – and what do you enjoy most about it?

The variety! I love thinking strategically, developing creative campaigns – and at the same time being right in the middle of the action. Whether it’s negotiating with partners, working with the media, influencer collaborations, or crisis communication: no day is like the other. That’s what makes it so exciting.

The erotic industry is still burdened with many prejudices. How do you balance lifestyle, sex positivity, and seriousness in your work?

By communicating openly – but never crudely. We show that erotica doesn’t have to be a taboo topic but rather part of a modern, confident lifestyle. For us, sex positivity also means: responsibility, diversity, and respect. That’s exactly what we reflect in our communication.

Tradition Meets Zeitgeist – VENUS in Transition

VENUS has been around since the 90s – how much can you still feel the history of the fair today?

It’s definitely still noticeable – especially in encounters with longtime exhibitors or fans who come back every year. VENUS has a loyal community and a strong foundation we continue to build on.

Would you say VENUS reinvents itself a little bit every year? Or is it precisely the familiarity that is its secret to success?

Both! It’s the balance between the familiar and the new that makes us strong. Our visitors know what to expect – and yet they are constantly surprised. We continue to evolve without forgetting our roots.

What do you think: What will VENUS look like in five or ten years? Even more digital, more political, bigger?

More digital – definitely. But above all, more diverse. I believe topics like inclusion, body diversity, psychosexual health, and ethical production will play a bigger role. And, of course, the connection between technology and erotica will continue to boom.

About You – Walter Hasenclever Privately & Professionally

How did you actually get involved with VENUS? Was it planned – or more of a “suddenly found myself in it” kind of moment?

A bit of both. I had already been working in the PR industry for many years when the opportunity arose to take over press work for VENUS. It was immediately an exciting match – I was eager to break clichés and help shape a modern image of erotic communication.

What appeals to you most about the combination of fair, erotica, and marketing?

The challenge of handling a sensitive topic creatively, professionally, and effectively. Erotica is emotional, individual – and requires a great deal of finesse in communication. That’s exactly what excites me.

When you talk about your job – what are the typical reactions from those around you? More curious nods or incredulous amazement?

Both! Many are surprised – but also very interested. It often sparks fascinating conversations because everyone has an opinion about erotica, but few have really engaged with it. And then many realize: “Hey, this is way more complex and exciting than I thought!”

Is there an experience at VENUS that particularly stuck with you – whether absurd, touching, or just plain crazy?

Oh, there are many! One moment that especially stuck with me: An elderly couple, both over 70, visited and moved enthusiastically through the fair. They said, “We’ve been married for 40 years – and here we’re rediscovering ourselves all over again.” That was beautiful.

And honestly: How do you unwind after the hectic fair week? Do you have a ritual for coming down?

Yes – absolute radio silence first! Turn off the phone, leave Berlin, ideally head to the Baltic Sea. Then: sleep, walk, eat good food – the full contrast program.