You may have already read and reread it, in 2024 Integrated Systems Europe celebrates 20 years and this is precisely the thread that organisers have chosen to launch an edition rich in content and innovation. Let us take you on this journey in the words of Mike Blackman, managing director of the event since its first edition.
ISE returns to the Fira de Barcelona from 30 January to 2 February 2024. It has been 20 years (counting the forced hiatus of 2021) since the first edition in Geneva. The magazine Connessioni was born a few years later, but we can say that we have enthusiastically accompanied practically all the Amsterdam editions before coming to Barcelona. Of course, we are dealing with an event that has not been ‘afraid’ to renew itself, just like the AV community it proudly represents. When necessary, in fact, it has changed locations, reformed technology areas and target audiences, and welcomed new categories and trends.
Data and history proved Mike Blackman’s team right, and in a long interview he traced the pillars of the fair’s evolution. “The real promoter of ISE was Randy Lemke of InfoComm (later Avixa)”, says the mananign director of Integrated Systems Events. “Although there had been previous opportunities, he realised that the AV industry was changing and a new show was needed. So, Randy contacted Billilynne Keller of Cedia and Chuck Wilson of Nsca. Together, they drew up the plan to create ISE”. Reflecting on the opportunity to take the reins in 2003, Mike confirmed that he readily realised the opportunity to generate something important.
From Geneva to Amsterdam
The first edition of ISE was held in Geneva: the response from exhibitors exceeded expectations but was not easy to manage. “When we opened registration” recalls Blackman, “everything seemed perfect, with hundreds of registrations from places as far away as the African continent. In reality, we closed with 3,500 visitors, none of whom came from these countries. So, we realised that we had created an opportunity to obtain visas for Europe, which did not translate into as many entries to the fair, and we changed our registration management”.
Thus, as the show expanded and matured, new opportunities emerged. “Over the years we have also seen a change in the market and R&D strategies in the AV world: more and more companies were concentrating their product launches in January and February precisely to take advantage of our international stage”. Hence also the concept of Technology Zones, designed to help visitors find their way around the halls. “When we returned to Amsterdam in 2007, after the temporary experience in Brussels in 2006, there was confusion. We set out to rethink the exhibitor layout so that ISE would really work for everyone”, he concludes.
Read the full interview with Mike Blackman in the News section of the ISE website.
