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A look back… IFA BERLIN


26


IFA Bis Nachher! IFA didn’t take place this year, but hopefully we’ll see the show back on and


back to full strength in September 2022! One thing is for certain, the event is an industry staple which drives healthy competition and showcases to the world what’s next in tech. Gekko’s Daniel Todaro writes this exclusive piece for ERT…


I


FA 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.


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