IFA 2021 will not take place in September as a physical live event as originally planned, Messe Berlin and gfu Consumer & Home Electronics GmbH have announced in a joint statement.
The decision is based on advice from public health experts and multiple stakeholders following the rapid emergence of new Covid-19 variants, for example in South Asia, and continued uncertainties around the speed of the rollout of vaccination programs around the world.
Further, Messe Berlin has converted parts of its exhibition area into a vaccination centre and emergency hospital facility with both now likely to be required longer than originally anticipated.
Last month, organisers were gearing up for a full-scale, real-life return to Messe Berlin from September 3 to 7, 2021, confirming “huge interest” with some exhibition segments reserved by more than 80%.
gfu Consumer & Home Electronics GmbH chairman of the supervisory board, Kai Hillebrandt said brands and manufacturers across the tech industry were keen to come to IFA Berlin 2021 as a platform for innovation and global attention.
“Unfortunately, the latest public health developments introduced too much risk into everybody’s planning for the event. There simply are now too many uncertainties. Therefore, right now it has become near impossible for anyone to responsibly plan their participation in any trade show,” she said.
Messe Berlin CEO, Martin Ecknig said the decision was not taken lightly as IFA Berlin is arguably the most important event of the year for brands and retailers.
“IFA Berlin connects our industry with trade visitors, media and real consumers like no other event. However, the health and safety of everybody is absolutely paramount. The efforts to contain this pandemic – from the roll-out of vaccination programs to the resumption of international travel – did not happen at the pace we had hoped for. Given these developments, this difficult and disappointing decision was inevitable,” he said.
The organisers of IFA are now working with their partners from industry, trade and media to prepare for IFA 2022, which will be held as a full-scale live event at the Berlin exhibition grounds.