Future fair

The transformation is here

How contemporary is trade fair?
Many new trade show venues are emerging in markets around the world for new customer encounters. But the transformation is here and the attractiveness of the trade fair as a communication and sales medium is shifting to new markets.

What is the impact of digitization?
Digitization enables ever new communication possibilities and fascinates billions of people: Snapchat was yesterday, today is TikTok and tomorrow? The current generation of digital natives is still in school or kindergarten. How will their needs and interests affect communication and trade shows?
Digitalization is a "partner" for us: interactions such as augmented reality, media such as virtual reality, or communication apps are now a natural part of trade show communication: whether before, after, or during the trade show appearance and create new dimensions of experience.

How can trade fairs remain fit for the future?
It is clear that intelligent, differentiated and sustainable solutions are required in times of transformation and disruption. Because people still want and need to come together to exchange ideas, experience innovations and also sell or buy. If trade shows can do that, then they have a future.
On a positive note, it has been a long time since the IAA has attracted so much media interest. The sometimes controversial discussion about mobility was a hit in the social and traditional media.

Where is the journey going?
But disruption doesn't always have to be digital. Many automotive manufacturers have decided in part or in full against a classic trade show presence, but in favor of live communication. Eventization is one keyword. Roadshow formats and temporary experience spaces are used to go where the customers are. Or the trade show or trade show appearance becomes a festival, where content is the most important thing. We have positioned ourselves accordingly to be able to offer content, digital interactions and new formats from a single source.