The Integrated Systems Europe audiovisual congress has become one of the largest exhibitions held in Barcelona, with the permission of the Mobile World Congress and the historic Alimentaria fair. Mike Blackman (Georgetown, Guyana, 1958) is the architect of this event, which began in Geneva 20 years ago. Based between Barcelona and Munich, Blackman awaits with open arms the celebration of the twentieth edition, which will take place at the Fira Gran Via next week, from January 30 to February 2.
What are the expectations?
Very good. We have grown 30% compared to the previous edition and we are going to occupy the eight pavilions of the venue. We have invested tens of millions of euros in getting it up and running.
Who finances this congress?
The companies that are exhibited, among which Samsung and LG stand out. Over the years, we have managed to attract leading companies from all over the world and, of course, also Spanish companies.
How has Congress changed since its birth in 2004?
You grow a lot. When I was assigned the task of organizing the event, I would never have thought that in 20 years we would get here. This year, we hope to surpass last year's figure of 58,100 visitors.
And in terms of technology? What has been the biggest change?
Accessibility. 20 years ago the technology we were presenting was within the reach of very few homes, but over the years prices have dropped. For example, today the majority of the population has access to a smart television.
Has the pandemic benefited the sector?
Clearly. Despite the return to normality, today everyone takes into account the possibility of making a video call when they want to communicate, even the elderly population. In the business world, this technology has also become indispensable. It is not conceivable that a meeting room does not offer the possibility of connecting through a screen or speaker.
Audiovisual systems are increasingly having a broader presence.
Yes. A very clear example of its progress occurs in the physical commerce sector. After the pandemic, it has put its efforts into capturing the attention of the online consumer by offering differential experiences when they go to the physical store. The latest trend that we will begin to see on Passeig de Gràcia is the emergence of virtual mannequins.
According to the data they have offered this week, Chinese companies are the ones that are going to have a greater role.
That's how it is. Asian companies, coming from China, but also from Japan and South Korea, are those that present the greatest innovations.
It has always been like this?
Absolutely. When we started the conference 20 years ago there were only a couple of Asian companies. The vast majority came from the United States, and the few that were from Europe were often because they represented North American firms.
What role do European companies have today?
They continue to have a lower presence than Asian and United States companies, but there are relevant companies. Especially in Germany and the United Kingdom.
And in Spain?
There are also suppliers with global impact, such as the Valencian company DAS, specialized in audio systems. At the ISE we are the first interested in turning the country, and especially Barcelona, into a pole of attraction for audiovisual technology investment.
How can you help?
Giving visibility. The congress itself attracts multinationals to Barcelona and, at the same time, gives global projection to local companies. Another example of contribution to the city's ecosystem is in the commitment we have to promote the audiovisual hub in the Tres Xemeneies complex.
What is ISE's relationship with the public administration?
Very good, at all levels: state, regional and local. Since we arrived in 2018, the willingness to host the congress has been absolute. We are very happy in Barcelona.
This week they announced the long-term commitment to the city.
Yes. As long as we remain this happy we are going to stay. Why change when things work? At the moment, we have an agreement with Fira de Barcelona that allows us to hold the congress for three more years. This period is renewed each year that we repeat in the city.
What do you like about this location?
All! We have space available and more now that the Fira Gran Via is expanding its facilities. That gives us peace of mind because the forecast is that the size of the congress will increase.
What assessment do they make of the city, beyond the congress?
We are satisfied in all areas. Collaboration with the administration and institutions is very good. I can't make any criticism. We feel very welcome.
What request would you make?
None, let everything continue as it is, let it not change. Safety and transportation have improved over the years and we value that very positively. At first, we thought that the language would be an impediment, but we quickly saw that it is not. Everyone is fluent in English.
What led you to choose Barcelona?
We had to leave Amsterdam due to lack of hotel capacity and venues. So, we did a survey of the attendees and Barcelona appeared as one of the favorites. Prices are affordable compared to other European cities. For example, a bottle of wine in a restaurant costs about 30 euros, when in Germany we can barely drink two glasses for that price.
Was gastronomy decisive?
So was the leisure offer and, of course, the capacity that the city offers both in space and hotel beds. In this sense, we are calm. The predisposition of tourism entrepreneurs is good. The only thing that could fail is a price increase, but that is not in our hands.
And international air connections?
They are also good. When we were choosing a city, I had doubts about it and consulted John Hoffman, the promoter of the Mobile World Congress. He calmed me down right away. In fact, the realization that the world mobile congress was being successfully held in Barcelona helped us make the decision to come to the city.
How is the relationship with the Mobile World Congress? Would you be open to collaborating?
I speak often with Hoffman and we share impressions and advice about organizing an event of such magnitude. We have several companies that are exhibited in common, but the content they offer in each case is different. Furthermore, it would be impossible to celebrate both at the same time. Barcelona has capacity, but not that much.
