Above the clouds between Netherlands and Germany –My adventure at IFA 2022 has arrived at the end. After a very intense 3 days, it’s time to go back to Amsterdam to continue shaping the future of smart lighting.
However, there are a few things that I want to share with you all. More in particular my personal list of semi-serious 5things that I won’t forget this year.
1. Sustainability
It is the buzzword of the 2022 edition. Used by many, abused by few, it brought the attention of the audience to the simple fact that we do not have a planet-B and that technology can be the difference. Samsung, LG, Miele, Haier, and Bosch showed clearly in their communication.
2. Samsung & LG
It should not be a surprise since historically they are always wandering their visitors around IFA and CES in Las Vegas. However, this year it looks like they decided to go the extra mile. Samsung with an incredibly immersive experience across their different product line focusing on the unicity of each of them. On the other side, LG plays on flexible technology mixed with special interior design. If you are still in Berlin, please stop by, it is worth the price of the ticket.
3. The people
For many reasons, there are fewer people this year. The long quarantine time in China is still a big obstacle to such events but, on the other side, it also gave the possibility to spend quality time with each person present there. It doesn’t matter if it was someone you just met, or a long friend/colleague you didn’t see in person since the beginning of the pandemic, the quality of the conversation has been better than ever.
4. The taxi queues
For those who have been at IFA up until 2019, there is one thing that is more annoying than having your bag checked at security: the taxi. Back in the day, it looked like that the taxi companies were ignoring the fact there were more than 50.000 people per day visiting the Messe Berlin and that the same 50.000 people needed somehow to go back home either via train or via taxi. This year surprisingly there was no queue at all. At 5 PM in less than 5 minutes you were in your taxi and some other minutes later at your destination. Maybe it is for the pandemic, maybe the taxi companies learned what is needed. Please keep it like this next year too.
5. The startup
Since I was always at the Philips booth during the previous years, I never managed to get into the IFA Next pavilion. It has been a mistake. The candid spirit of the different startups, their ideas, and their determination to change the world really impressed me and gave me more energy to do better my job. Despite some of them may be a bit technical, swing by. Ask questions, talk with them, and give feedback: it is the best gift you can give to them.
Bottom line
IFA Berlin is an incredible opportunity and an event that needs to be attended every year. It’s a true mix of emotions, relations, and most importantly fuel for ideas. Ideas for new technologies, ideas for a new service, ideas for a better world. And especially at this moment, all ideas for a better world are more than welcome.
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