IFA 2020 is set to go ahead, but with an innovative new concept.
As health and safety come first, IFA Berlin has reinvented itself for 2020 as a three-day event – from 3 to 5 September – with a tight limit on the number of attendees due to restrictions imposed for the COVID-19 pandemic. The invite-only event will focus on IFA’s four global core functions, which are:
1. an innovation showcase for brands;
2. a platform for cutting-edge technologies;
3. a sourcing event for OEMs and ODMs; and
4. a marketplace where retailers and brands can come together.
The currently designed IFA 2020 Special Edition – consisting of a physical event that focuses on B2B functions: As a meeting point for industry and trade in the IFA Business and Meeting Lounges, IFA NEXT meets SHIFT mobility with cross-sector innovations and IFA Global Markets for the sourcing of components using global supply chains. While these parts of the event are aimed at trade visitors, media representatives can experience the latest products and services, press briefings and IFA keynotes exclusively at the IFA Global Press Conferences.
IFA International – the official show daily – will therefore also be produced “live” (in print) and will support this new concept, allowing exhibitors to efficiently get their messages across to media and trade visitors at the show as well as to a very broad virtual audience.
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. The event also comes at a crucial moment for brands, manufacturers and retailers around the world, just ahead of the year’s most important shopping season stretching from Black Friday and Singles Day to Cyber Monday, Christmas and beyond.
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.” While virtual events were useful, they were “missing the immediacy, hands-on experience and human connections that make events like IFA Berlin so incredibly useful”, Heithecker said.
The concept for IFA 2020 was developed in close collaboration with public health authorities in Germany to ensure the health and safety of all participants. The organisers will make sure that social distancing, careful crowd control and other effective public hygiene measures are all in place. As a result, IFA 2020 will not be open to the public, but run as an invitation-only event.