In 2018, the official announcement of the move, starting with the 2021 edition, from the Amsterdam Rai to the Fira del Barcelona. Mike Blackman, in the long ‘flash-back’ interview dedicated to the 20th anniversary of the event, goes over the reasons behind this choice.
“I knew that sooner or later we would have exceeded the capacity of the Rai, but I would never have expected such a quick turnaround time”, explains the managing director of Integrated Systems Events. “In truth, the venue did everything possible to accommodate us in the best possible way, building new areas and temporary pavilions. But that was not enough. After in-depth evaluations, together with our partners Avixa and Cedia, we realised that we were only postponing the problem”.
So, it was time to look for a larger location, in an equally accessible and functional city. And, of the various European options, Barcelona had everything to offer: a very large exhibition centre, an international airport and a wide range of accommodation facilities. No less important, it was a vibrant and attractive city for virtually all exhibitors and stakeholders involved in the ISE team’s analysis.
Writing a new history
The Catalan capital, which until then only hosted the Mobile World Congress, immediately realised the magnitude of this great occasion. “The news made the rounds of the whole of Spain and all the newspapers, we had to act as quickly as possible with a public announcement”, continues Blackman. “The reaction of the city was phenomenal. Two years later, and a pandemic that has certainly marked our path, there is great excitement today. People are hearing about ISE and they understand more and more what we are all about, supporting us enthusiastically”.
Talking about the impact of the covid emergency, which broke out right on the eve of the first Spanish edition of ISE, Blackman emphasises that “although virtual events may have been appreciated by participants, it is impossible to achieve the same results as face-to-face meetings in terms of relationships, contacts and sales”. From the unusual May 2022 edition onwards, therefore, the fair could finally start its new course. “I see ISE as even more important in the future. I think we will still be here in 20 years but evolved into something more. I foresee the possibility of influencing the industry more and helping it move forward, as I have always wanted to do”, Mike Blackman concludes.
Read the full interview in the News section of the ISE website.
