First the succession of rumours, then the official announcement and, shortly after, the new dates: ISE 2021 will be held from 1st to 4th June at the Fira de Barcelona. While waiting for new details, let’s try to analyse the evolution of this reference show for the international AV world.
Appointment postponed with ISE 2021: we all had the feeling, given the progress of the pandemic in Europe and the related uncertainties. Perhaps a pinch of hope remained linked to the curiosity to understand and see what the first Spanish edition of ISE would be like. But Mike Blackman‘s team had to come to terms with reality and opt for the postponement of the fair, initially scheduled for the 2nd to 5th February.
Why postpone?
A decision taken by Integrated Systems Events in synergy with the other players in the articulated organisation. From the chairman of the Fira de Barcelona Pau Relat to the top of the co-promoters of ISE, David Labuskes for AVIXA and Tabatha O’Connor for CEDIA, the key word is safety. The responsible attitude and the need to take time to set up the spaces and arrange a welcome for exhibitors and visitors in line with the new normality of living with the virus.
“Our sector can’t wait to get back to doing business face to face – writes managing director Mike Blackman in the official statement-. We are committed to providing a face-to-face, engaging and secure ISE. The postponement gives all of us time to adjust to the new normal. We look forward to hosting the AV community in our new home in Barcelona.”
How the market reacted
It wasn’t a bolt from the blue. Indeed, the assessments are the result of a direct dialogue with the exhibitors, associations and training bodies involved. As for the practical aspects (transport, hotel, logistics, etc.), the organisers immediately stated that the matter was immediately taken on board and is already ‘reformulated’ on the new needs.
We at Connessioni, who saw the birth of ISE and are following its evolution with interest, share the motivations of the organisers. In short, in this historical moment it could not be done otherwise. We imagine and we hope that the same applies to visitors, eager to cross the ISE gates again, provided they are in absolute safety.
The knots to untie
The news of the postponement was accompanied by the launch of RISE Digital, a virtual proposal that will go beyond the four days of the fair. An obligatory choice, the one towards ‘hybrid’ offers. We still do not know how the initiative will be structured, but we asked the organisers for further details on the digital theme and on two other relevant aspects.
The first concerns the potential overlap with InfoComm (Orlando, 12th-18th June 2021), the other the desire to organise some local events as well. On this last issue, we welcome the “new normal”, if it will allow us to participate in the promotion of initiatives of this kind also on the Italian market.
We will come back to you next week with the details!
