IFA is the worst tech expo in the world – here’s why
Imagine a trade show where nobody has finished setting up their booths, and you can barely hear yourself think over the background din of beeping and hammering. At IFA, that’s exactly what you get on press days. If you ask me, it’s the world’s worst tech expo.
I’m standing in front of hall 8.2, trying to make my way to hall 9 for the Roborock press conference. Where’s the passageway connecting the two? There isn’t one, even though the halls are right next to each other. I look at the event map for help. Apparently, I need to leave hall 8, walk right around the side of hall 9 and go through a back entrance. Later on, I realise there actually is a direct path from hall 8.1 – it just isn’t mentioned anywhere.
The Berlin exhibition grounds, where the Innovation For All (IFA) consumer electronics fair takes place every September, are quite the rabbit warren. Forty halls of various sizes and designs span the vast grounds. In the middle of it all, there’s the «Sommergarten», where stars such as Bryan Adams, Pink, Herbert Grönemeyer and Ski Aggu have graced the stage.
Between the halls, there are often stairways with mezzanines. Plus, the halls themselves are sometimes three stories tall, sometimes two stories and sometimes only one storey. Although I’ve been attending IFA for more than 10 years, I’m occasionally left scratching my head over where to go next – or find myself at a dead end.
Press conferences soundtracked by building work
Before IFA officially kicks off on a Friday, there are always two official press days. Most of the articles, photos and videos about the new gadgets showcased at the event (which you can read and watch on Galaxus, and elsewhere) are produced during these two days. Dozens of press conferences are held each day, with several often taking place at once.
In contrast to any other trade show – be it the Mobile World Congress in Barcelona or CES in Las Vegas – IFA is still a big old building site when the press arrive. A fact that’s aptly demonstrated by the Roborock press conference in hall 9 this year. As the manufacturer is unveiling new robot vacuums and robot lawnmowers at its crowded booth, other brands in the hall are busy hammering their own booths into shape. Literally.
The hammering and drilling is so loud, it’s as if a new motorway is being built in the background. On several occasions, something falls over with an almighty crash. At another booth, employees are vacuuming the floor, while at another, somebody’s raising a lifting platform up to the spotlights. The machine beeps constantly on its way up. Despite the microphone and speakers, it’s hard to hear what’s being said about Roborock’s new products and their features.
An unfinished booth is a missed opportunity
Now, this isn’t an isolated incident. Most exhibitors don’t actually finish setting up their booths until Friday morning, when the trade show officially opens to the general public. On press days, exhibitors are still working late into the night to get their booths ready. Some of them time the opening of their booths to coincide with their keynotes, which might take place any time between Wednesday morning and Thursday evening. Manufacturers often close up shop right after the press event too. In the worst-case scenario, this means all the entrances to a particular hall are sealed shut, leaving a crowd of journalists to somehow find a way around, navigating their way past trucks, forklifts and delivery crates.
Taking a leisurely stroll through the expo and discovering new gadgets is impossible on IFA press days. You can only do this once the event officially starts and the general public rushes to grab the freebies. Good luck to anyone wanting to take photos or shoot a video at that point. It’s a shame, really. Journalists like me miss out on exciting stories, while manufacturers lose exposure.
I’ve been attending the IFA for over ten years now, and hardly anything has changed during that time. The signage is still poor, the infrastructure is still badly laid out and the press days leave a lot to be desired. The only thing that has improved in recent years is the food selection, thanks to the introduction of food trucks.
These downsides have consequences for the overall event too. Some manufacturers choose to hold their press conferences at chic locations outside of the exhibition grounds. Others decide not to bother with a booth, holding only press events instead. As a result, they benefit from the attention surrounding IFA without actually being there.
Barcelona does it better
If you’re looking for an example of how things can be done better, look no further than the Mobile World Congress in Barcelona. First off, it benefits from having modern trade show infrastructure, including large, clearly laid-out halls. Secondly, the concept of the event is well defined. The trade show opens to the press and industry experts on Monday, at which point all booths are open and accessible. Although some manufacturers hold keynote presentations too, these take place on Sunday and at other venues outside the trade show. The expo days are more focused and efficient, but you still have a better chance of stumbling across gadgets that aren’t yet on your radar as you’re wandering around.
Back in Berlin, it’s becoming obvious just how far some manufacturers are now going to escape the chaos. Dreame, for example, rented an entire hall for its own showcase. No lifting platforms, no hammering from neighbouring booths, no blocked entrances barring the way into the presentation. Glorious.
Maybe the most efficient way of getting through IFA really is to simply rent your own trade show area. While that wouldn’t solve all of the event’s problems, it’d at least solve the manufacturers’.
Gadgets are my passion - whether you need them for the home office, for the household, for sport and pleasure or for the smart home. Or, of course, for the big hobby next to the family, namely fishing.
This is a subjective opinion of the editorial team. It doesn't necessarily reflect the position of the company.
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