Messen: IFA-Chef: Messen brauchen auch Entertainment

Leif Lindner, the CEO of the IFA trade fair, emphasized that the event needs to incorporate entertainment to revive the struggling sector of household electronics. The IFA, which has been around for over 100 years, has recently undergone a significant transformation under his leadership. The fair is now centered around the slogan "Innovation for All," rather than its original name, the International Radio Exhibition.

The current economic climate, particularly in Germany, is putting pressure on the industry. The sales of technical consumer goods in Germany dropped by 2.5% compared to the previous year, with the sector generating only 20.6 billion euros in the first half of the year. Carine Chardon, the CEO of GFU Consumer & Home Electronics, attributed this decline to the challenging global situation and consumers' tendency to save money due to uncertainty.

Lindner also highlighted that the intense focus on home renovations is detrimental to the household appliances industry. Each move statistically affects six other households. He further explained that the decline in new home constructions is creating a "massive problem." To counteract this, the IFA has revamped its formats, offering more interactive experiences and attracting a younger audience.

One of the recent changes includes providing opportunities for internet stars to engage with attendees through video clips and podcasts at the IFA Summer Garden. The event already attracts a more youthful crowd, with women making up over 25% of the attendees, compared to the previous year. Approximately 2,000 exhibitors will showcase their products at this year's IFA, with Lindner stating that while a larger number would be ideal, the focus is on ensuring high-quality exhibitors that provide value to both businesses and visitors.

Lindner believes that the IFA, which brings in €380 million in revenue for Berlin annually, including from hotels, restaurants, shops, and taxis, deserves even greater recognition from the city. He hopes for more support from the city, such as a dedicated station for the IFA in the subway system.