8 Nov 2021
IFA Bis Nachher!
IFA Berlin has been a feature in my calendar for many years, and since 2015 I have been reviewing the event for ERT. Unfortunately the 2021 incarnation didn’t happen as many brands were pulling out and therefore made the event unviable, but I’m confident that the show will be back with a bang next year! To quote the organisation itself “IFA in Berlin presents the latest products and innovations in the heart of Europe’s most important regional market. Only IFA offers such a comprehensive overview of the international market and attracts the attention of visitors from more than 130 countries each year”. Looking back to 2019, LG showcased its Roll, the OLED TV that rolled neatly into its own cabinet to disappear from view. Here in 2021, it is now available to buy at a princely price of just over £100,000, which is of course out of the reach of most people. However, an important consideration is, would it have ever been conceived if it wasn’t intended to be a showstopper at IFA? Whatever the reasons LG chose to create this stunning piece of kit, the brand has paved the way for others to now copy the concept and intrinsically bring the average price down to make it the de facto TV form factor for many. So proof in point that IFA is the innovation hot spot that drives brands to go deeper and further in understanding what consumers may need before they even realise it, creating categories and technology which will in time become commonplace to all.
In 2015 the buzz was the smart home and there were many who huddled around brand displays at IFA gasping at what was possible with connected devices. Each year the innovation developed and today it’s almost nonsensical to consider that any home doesn’t have or want smart devices – from TVs and voice-activated speakers, to security and entertainment solutions – in their possession. Taking a whistle-stop-tour of the years and it’s a similar story of innovation, but a progressive journey for the Berlin showcase to evolve into something fresh, never boring or the same. Those exhibitors never failed to deliver a great experience and their immense pride in showcasing their new technology was clearly evident. Surprise and delight did many brands from all categories, and in 2016 it was LG which outdid everybody with its walk-through 4K display tunnel. This took the visitor on a truly immersive journey of LG technology with a beautifully executed experience that became the undisputed talking point of the event that year.
For the full article, please click here