IFA trade fair bounces back with live event in September

The IFA consumer electronics trade fair will return to Berlin this year as a live, in-person event on September 3-7.

The organiser Messe Berlin has reported strong industry support for the event, which is to be held at the Exhibition Grounds Berlin ExpoCenter City in Berlin.

The last event was held as a purely digital show, but even though the September event will take place in person, for those who cannot attend the IFA Xtended Space digital experience will also take place in parallel. This will offer streamed content, including product presentations and interactive exhibitor rooms.

A programme of keynote presentations, conventions and conferences is planned for the event and all IFA keynotes are free to attend for trade visitors.

The show will also include the IFA Next global innovation hub that “provides a platform for dynamic and forward-thinking businesses, global innovation leaders, start-ups and research institutions to showcase and share innovative technologies”.

IFA executive director Jens Heithecker said: “We are overwhelmed by the extremely strong commitment of our partners. This demonstrates the high interest of the industry in presenting their innovations to IFA’s global media community live in Berlin. Together with our international retail partners, we want to prepare the recovery and rebound for the time after the lockdown.”

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Companies in the KBB sector that have so far pledged their support to the September live event include Miele and Amica. Many other companies in the CE sector have also signed up.

Miele executive director and co-proprietor Dr Reinhard Zinkann, commented: “IFA in Berlin is one of the most inspiring highlights in our diary every year. We are delighted to be taking part in 2021 and look forward to seeing each other again.”

He was joined in welcoming the return of the live event by Frank Tittel, general manager of Amica Europe, who said: “We are well aware of the social and economic challenges that the Corona pandemic means worldwide, but we still miss the possibility to meet personally with people, exchange opinions and connect. The traditional IFA is the most important fair for us, so the Amica Group will take part this year if it will be organised.”

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