{"id":50923,"date":"2021-09-30T15:43:54","date_gmt":"2021-09-30T13:43:54","guid":{"rendered":"https:\/\/dev.followred.geopard-digital.com\/iaa-munich-our-highlights-and-lowlights\/"},"modified":"2021-09-30T15:43:54","modified_gmt":"2021-09-30T13:43:54","slug":"iaa-munich-our-highlights-and-lowlights","status":"publish","type":"post","link":"https:\/\/followred.com\/en\/iaa-munich-our-highlights-and-lowlights\/","title":{"rendered":"IAA Munich \u2013 Our highlights and lowlights"},"content":{"rendered":"

Stuttgart, 30.09.2021. <\/strong>Sustainability. Diversity. Mobility. Future. These were the buzzwords of this year’s IAA. The first time in Munich, the first time not (only) at the trade fair, but right in the middle of it: As open spaces spread through the city center, the IAA has been given a whole new coat of paint this year. For us, this is one more reason to pay it a visit and get an idea of the new trade fair concept for ourselves. It’s perfect that Alessio, our new Senior Concept Developer, calls the Bavarian capital his home and was able to navigate his colleagues from space to space as a “local guide”. What the team particularly liked and where they still see potential for improvement, Alessio tells us about three weeks after the trade fair here.<\/strong><\/p>\n

BE PRESENT | Our highlights<\/strong><\/p>\n

Even the way to the IAA itself was unusual. Instead of sitting on the train to Frankfurt as usual to look at innovations from the automotive industry, Alessio was able to stroll leisurely from the front door towards the center of Munich this year to meet his colleagues from Stuttgart.<\/p>\n

Alessio Zachariades has been the new Senior Concept Developer at follow red since September 1, 2021. In addition to his experience in designing, as a trained sound engineer, he contributes to the further expansion of our expertise in this area with his expertise in event technology and 3D communication. Creativity meets know-how in implementation. At work, the teamwork is particularly important to Alessio, after all, you spend as much time a week with hardly anyone as you do with colleagues. So it was all the nicer that he was able to receive his team for a joint visit to the IAA at his home in Munich, away from everyday office life. Together, they looked for trends and inspiration for our customers there from the numerous exhibitors in the city centre and on the exhibition grounds. For us, this is a matter of course and enormously important for the innovative force behind the follow red concepts, after all, this is where automotive, the German key industry, is trying out new communicative concepts. During the visit, it quickly became clear that the new trade fair concept in the city centre was well received by everyone. Looking back, Alessio says: “Placing the topic of new mobility, which also affects cities in particular, in that living space itself was as ingenious as it was obvious.” After all, this is the place where the innovations are particularly needed. And where, by the way, the target audience of some exhibitors also hangs out: “Of course, it was completely different that there was also a walk-in audience on site. In other words, people who would not necessarily have bought a ticket for the IAA, but were magically attracted by the eye-catching and colorful spaces in the city center. In this way, one or the other exhibitor may also come into contact with a completely new target group and, conversely, a Munich passer-by with a brand that he or she did not even know before,” says Alessio. Due to the location in the city centre, one or the other stand also had the opportunity to stage itself in a completely different way through art and light installations in the evening. With entertainment, music and dancing. The city as a stage and a mass that does not necessarily end at 6 p.m.
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BE DIFFERENT | What we wish for the future<\/strong><\/p>\n

Out of the trade fair and into the city center was not quite right. This is because a large proportion of the exhibitors still presented themselves more or less traditionally on the exhibition grounds themselves. So if you wanted to experience the entire IAA, you had to move between Open Space in the city center and Messe M\u00fcnchen. Alessio experienced that there is still room for improvement in the implementation here, especially with the shuttle service: “Logistically, the transport from the city center to the trade fair could have worked better. The “Blue Lane” was a bit disappointing in the end. Instead of making innovative mobility concepts come alive here, only a full bus was waiting for us and spontaneously no test drives along the route were possible.” The IAA app was installed, but had little use for the trade fair visitor himself. It did not provide any particular added value either for navigation or for content add-ons. Except for taking photos, the smartphone remained in the trouser pocket. When switching from the city centre to the trade fair, it was noticeable that only some exhibitors were represented twice, some did not have the traditional appearance in the exhibition hall at all. “With the exhibitors who were represented twice, I would have liked to see a better link between the appearance in the city centre and in the exhibition hall. Why should I visit both stands? That didn’t quite come across yet.” This year, many of the exhibitors have positioned themselves strongly under the major topics of diversity and sustainability. Alessio’s wish for the future provides for more differentiation here: “Addressing socially relevant topics is just as important as it is right. Nevertheless, I would like to see a little more differentiation between the exhibitors, who all advertised with the same buzz words. There was clearly a lack of courage here. Truly innovative concepts that stand out from the crowd.” In the end, Alessio is nevertheless optimistic: “This was a first attempt, an experiment not only for the trade fair, but also for the exhibitors themselves. I can well imagine that a lot could happen at an upcoming trade fair in the direction of linking the content between the open space and the trade fair as well as the integration of trade fair construction into the city centre. In any case, the development of the trade fair concept as a product presentation and communication platform in the future will remain exciting.”<\/p>\n

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The first time in Munich, the first time not (only) at the trade fair, but right in the middle of it: As open spaces spread through the city center, the IAA has been given a whole new coat of paint this year. For us, this is one more reason to pay it a visit and get an idea of the new trade fair concept for ourselves.<\/p>\n","protected":false},"author":1,"featured_media":50883,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[45],"tags":[],"class_list":["post-50923","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-interview","post_format-post-format-video"],"_links":{"self":[{"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/posts\/50923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/comments?post=50923"}],"version-history":[{"count":0,"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/posts\/50923\/revisions"}],"wp:attachment":[{"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/media?parent=50923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/categories?post=50923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/followred.com\/en\/wp-json\/wp\/v2\/tags?post=50923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}