Messe München has announced that its next Ispo Munich show will be a hybrid event – on-site and digital. It will be smaller and more digital in physical terms, but it will be intended to reach a more international audience through the internet.

We understand that the new format will be based on a new segmentation of the offer. We hear that it may create new opportunities for consumer outreach, after close discussions with industry representatives, making Ispo an attractive platform also for retailers.

We believe that the new format will be a success, especially at the international level, judging from the outcome of virtual sales meetings organized by individual firms earlier this year, as companies have cut down on foreign travel and maximized remote working because of the coronavirus pandemic.

Capitalizing on the experience gained in the past years in the area of digitalization and adding new digital enhancements, Ispo Munich’s new format is meant to provide an opportunity to participate in the event to people who will not be able to attend it in person because of travel restrictions.

Since Sept. 1, German authorities have allowed foreign visitors to attend trade shows if they can prove that they are coming over to do business. While privileging the on-site experience and implementing a comprehensive safety and hygiene program for its fairs, Messe München has decided to develop new hybrid platforms and services that can be deployed in a flexible manner, in close cooperation with its clients.

These new concepts will be first applied to Expo Real on Oct. 14 and 15. The international real estate fair will stage a special Expo Real Hybrid Summit with up to 3,700 individuals on-site and a high-quality online program. Messe München intends to deliver a similar experience next Jan. 13-15 with a new hybrid edition of Bau, the world’s leading trade show for architecture, materials and systems, presenting the latest innovations to a broad audience. It will follow a similar approach for Ispo Munich at the end of January.

Messe München stresses the fact that it will continue to organize more regional physical trade shows and conventions in Munich with a comprehensive registration program, policies to govern physical distancing and far-reaching hygiene measures, in line with current coronavirus-related contact restrictions. It will also produce entirely digital events as complements to in-person trade fairs and hybrid events such as Analytica Virtual on Oct. 19-23, Inhorgenta Trendfactory on Oct. 22 and Electronica Virtual on Nov. 9-12.