IFA, the huge European technology show, has been given the go-ahead to take place in 2020 as a real-life event in Berlin – sort of.
The show, which frequently features the latest appliance developments from the biggest brands in the sector, will take place over three days from September 3 to 5 in Berlin.
Called the ‘IFA 2020 Special Edition’, the invite-only event will put strict limits on the number of attendees at 1,000 at a time. Organisers have assured visitors and exhibitors that all restrictions imposed by the coronavirus social distancing will be met.
The event usually attracts nearly 250,000 visitors across the several days of the show
Organisers say IFA 2020 will be the first opportunity for the consumer electronics and home appliances industries to present new products and services directly to media and – by extension – to consumers and trade.
Jens Heithecker, the Executive Director of IFA Berlin, said: “After all the event cancellations during the past months, our industry urgently needs a platform where it can showcase its innovation, so that it can recover and rebound. The recovery of our industry starts here at IFA Berlin.
Virtual events, Heithecker said, were “missing the immediacy, hands-on experience and human connections that make events like IFA Berlin so incredibly useful”.
IFA says the show was developed in close collaboration with public health authorities in Germany and they will make sure that social distancing, careful crowd control and other effective public hygiene measures are all in place.
The new concept has the backing of some of the biggest consumer electronic and appliance brands, including BSH and Miele.
“It is more important than ever to provide positive impulses for industry and trade with this global live event in September,” said Volker Klodwig, executive vice president sales for BSH. “With its efficient formats, IFA offers the ideal platform and we are pleased to support this year’s IFA Special Edition 2020 as the European and German market leader.
Dr. Reinhard Zinkann, executive director at Miele, said: “Corona presents us all with great challenges. The creativity with which the Messe Berlin is nevertheless managing to bring exhibitors, trade and media together this year is really great. And we are delighted to be part of it.”
To find out more about the show go to https://www.ifa-berlin.com/