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IFA 2020 Special Edition: Ushering in Return to Normal

Running an event like IFA Berlin – with more than XXX,XXX visitors from YY countries every year – is never routine, but this year has been truly different.

Our world is slowly emerging from a nightmare that has lasted more than half a year already. In some countries, the worries and – more importantly – the grief for loved ones lost are still ongoing.

Nobody knows how this pandemic will play out. But what I do know is that the task of rebuilding our world and our industry must start here and now. It is our duty to the innovators, to consumers and to the global economy.

And that’s why we decided to organize a Special Edition for IFA Berlin 2020. Our team has worked incredibly hard to get the concept right, because they know that we have a huge responsibility – both in terms of supporting our industry and making sure the event can be run with health and safety as our top priority.

Germany is one of the countries that has successfully contained the virus, especially given the size of our nation. Walking the streets of Berlin, it nearly feels as if our world is back to normal. Of course, it isn’t.

But what IFA Berlin 2020 will help us to achieve is to get things moving again. Let me be clear, though: this year’s IFA concept is NOT the new normal. I’m certain of that. However, it will be our industry’s first step towards rebuilding our world and defining our future. After all, the fundamentals have not changed: IFA is a platform that connects innovators, brands, retailers, journalists and consumers around the world.

The response from media, brands and retailers has been amazing. They understand the vital importance of the IFA platform and they want to be part of it.

And that’s why I’m truly excited that IFA Berlin 2020 will go ahead. So whether it’s virtually or in person, I’m looking forward to seeing you in Berlin this September!