In 1930, Albert Einstein opened IFA with an iconic speech about the radio as the product of the divine curiosity and playful instinct of researchers who made communication accessible for all. In 2024, IFA is bringing Einstein back to life with augmented reality to inspire all generations. That's just one of countless initiatives to celebrate the 100 years of the leading global trade show for consumer electronics and home appliances.
When the world's largest trade fair for consumer electronics and home appliances celebrates its 100th birthday in September, the familiar IFA initials will be presented in a new design (the lettering IFA and graphics available now are official but temporary). But the rebranding for IFA's 100th birthday will be more than just a new logo.
IFA Management GmbH, in close cooperation with its shareholders - gfu Consumer & Home Electronics GmbH, owner of the IFA brand rights, and Clarion Ltd - has initiated a far-reaching redesign process for the entire IFA brand environment. According to Sara Warneke, Managing Director of gfu Consumer & Home Electronics, the IFA initials, which until now meant "Internationale Funkausstellung" will now be associated with the slogan "Innovation für Alle," which incidentally also works in English as "Innovation for all."
The new brand will also separate the initials from Funk-Otto, the red head drawing and previous IFA trademark, which will now have a life separately from the logo itself. The iconic head created by Professor Helmut Lortz is also celebrating its 70th birthday in 2024 and will be featured prominently across the show.
But the IFA anniversary is much more than just a visual makeover. Even before the show opens, IFA is promoting 100 different initiatives to celebrate, including new activities around the city of Berlin that will take place also during the days of the show. Those include live concerts at the IFA Sommergarten Live and the newly created THE 13 area hosting DJ workshops, performances and exclusive networking opportunities, in partnership with well-known brands. There will be a Summit on Sustainability and another on AI. And IFA100 The Exhibition will also explore the history and future of home appliances, entertainment, photography, and more.
New Brands & Growth Areas
The 2024 edition of the trade show will introduce new business areas as well as expand on successful initiatives from recent years. That includes the Trade Lounge, the perfect retreat for working, networking, or simply a break. Open daily from 8am, it offers complimentary breakfast and refreshments while you're there.
Not only attracting a new generation of visitors, IFA is also welcoming a whole range of new brands. In 2024 the show will expand 5 key growth areas: Communication & Connectivity, IFA Photo, Video & Content Creation, Household Appliances, Audio, and Fitness & Digital Health. And wireless audio will be naturally in focus, with one confirmed initiative being a Bluetooth Auracast demonstration area.
The traditional IFA Global Markets 2024, IFA’s dedicated international sourcing platform, bringing together manufacturers, suppliers, and yet-to-be-discovered brands returns in 2024, but in a different location. IFA Global Markets will be at the STATION Berlin event center, connected with the Messe Berlin by regular shuttles. This B2B area is a place to discover pioneering brands from all over the world, grouped by Home Appliances, Energy & Power, Smart Living, Audio & Video, and Mobile Electronics & Accessories. IFA Global Markets is the place to be for OBMs, OEMs, and ODMs of consumer and home electronics.
IFA also plans to build on its success by expanding its digital offering and the IFA Next brand to add more start-ups and innovative products to the event. The IFA Next (akin to the CES Eureka Park, but much less chaotic) will connect to exhibition areas focused on AI and Sustainability.
IFA Berlin is now run by IFA Management GmbH – a joint venture founded by gfu Consumer & Home Electronics GmbH together with Clarion Events Ltd, one of the world’s leading independent event organizers. The partnership recently appointed Leif Lindner as the new Managing Director of IFA Management. Lindner is in charge of planning and implementing IFA Berlin 2024, along with co-Managing Director Jörg Arntz. Leif Lindner brings more than 25 years of industry expertise, including a significant tenure at Samsung Electronics Germany.
Visitors to IFA 2024 should plan to arrive to the massive Berlin Messe by train (Deutsche Bahn), either from the North or the South entrance. The Berlin Messe grounds are massive and the show itself takes multiple halls, some of which have floors. Finding the correct exits and entrances is crucial, and knowing when to leave to the interior gardens in order to cross the Messe to the other extreme, or when to connect from hall to hall is vital. Planning the visits to exhibitors according to location is highly recommended.
www.ifa-berlin.com
