At the north entrance they had a Albert Einstain hologram wishing you a welcome.

I'm going to IFA in Berlin this week. Not as reporter this time, but I'll try to see if there are some fun things regardless. I'll go by car from Norway so it's a packaged road trip, shopping, show visit and Berlin sightseeing all at once.

I have in the past visited IFA more or less every time since 1994. But long gone are the physical format wars of the past: SD/MMCD, DVD-A/SACD, HD-DVD/Blu-ray. Which sort of made the show a fun place. Also, these days you find mostly anything online. In the past you got home with 20 kgs of paper, photos and slides to read.

These days IFA become focused on cell phone accessories to a large extent. And the domestic appliances for cooking and washing. But after some years of covid19 hiatus, it looks like many of the older halls surrounding the west Berlin tv-tower is empty.

I'll try to post some images here during the weekend after my visit on friday.

If you know of any item or exhibitor which is of particular interest please give a suggestion.

Espen

===

New product category at IFA 2021 and cooperation with Berlin Photo Week

From next year IFA Berlin will have a new product category and add “imaging” to the show. “Imaging has become a major trend in our world that extends far beyond private life. It plays a central role in medical technology, autonomous driving, AI-technology and many other areas“, said Heithecker.

Also, Messe Berlin is partnering with Berlin Photo Week, a unique and innovative event format for everyone who loves images. “Combining photo sessions, community experiences, artistic and cultural inspiration, the creation of irretrievable moments, partnerships that reach far beyond photography and media presence, the Berlin Photo Week is destined to become the novel imaging event format at the center of public attention“, said Wolfgang Heinen from Berlin Photo Week.

The Berlin Photo Week successfully debuted in 2019 when it attracted more than 30.000 primarily young photo-enthusiasts, smartphone consumers, DSLR-users as well as professionals. Berlin Photo Week’s objective is to create a unique way to inspire enthusiasm for making and enjoying photos and videos. It harnesses the diversity of Berlins landscape with the “Fun Place” as the event’s focal point and numerous “Satellite”-locations dispersed around the city. It also connects with Berlin’s globally renowned creative scene.

The dates of Berlin Photo Week 2021 will overlap with the IFA 2021, enabling participants to profit from visiting both events.

Set to take place from 3 to 7 September 2021, IFA Berlin 2021 already has strong industry backing. So far, more than 60 per cent of the exhibition space has already been booked.