Messe Berlin, the organisers of IFA, have announced that this year's exhibition is scheduled to go ahead as a live event in Berlin, running from 3rd to 7th September. The trade show for consumer electronics and home appliances, where a host of global brands gather to present their latest innovations, was run as a limited 'by invitation only' event supported by IFA's digital Xtended Space in 2020, due to the COVID-19 pandemic. The Xtended Space virtual extension is also planned to support the event again this year.
“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”, said IFA executive director Jens Heithecker.
Among the regular exhibitors welcoming news that the event is now planned to go ahead was Amica International general manager Frank Trittel. He 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."