Today they are screens; within a month, mobile phones; and in less than two, fresh seafood. The ISE audiovisual exhibition marks the start of a hectic quarter for Fira de Barcelona at the Gran Via de l'Hospitalet venue. In just a month and a half, the three large exhibition halls will reach the milestone of approaching full occupancy of the eight pavilions of the fairgrounds. After the Integrated Systems Europe (ISE), the Mobile World Congress (MWC) will arrive and then, Alimentaria.
The halls are open to the public for four days, but the construction of these temporary mini-cities involves weeks of work, which represents a significant logistical challenge that forces the dismantling tasks of one to be linked with the assembly of the next. In fact, although the ISE has just opened its doors and the Mobile is still a month away, in a part of a pavilion with strictly restricted access, work is already being carried out with complete discretion on the assembly of Huawei's largest stand.
For now, this week it is the turn of the ISE, which turned on its lights this Tuesday until Friday. In this room, the focus is on large screens, sound systems, powerful lighting and all kinds of useful devices for the professional audiovisual industry. Nothing is missing in the extensive catalog of exhibitors of a congress that reaches its twentieth edition with record figures, both in square meters occupied (82,000) and exhibitors (1,340) and expected visitors (more than 58,000).
The show is 30% larger than last year and 15% more than in 2019, when they were still in Amsterdam and held the largest edition so far. It was then when they decided to move to Barcelona to continue growing older and they are achieving it, once the pandemic bump has been overcome. “We are hungry, we are ambitious and we have plans for the next twenty years,” says Mike Blackman, general director of the congress, who is already dreaming of the possibilities offered by the new pavilion under construction that will be able to debut in the 2027 edition. Until then , it will be necessary to make the most of the space.
Marcos Fernández de Christie knows this well, who has seen first-hand the evolution of the congress since its first edition in Geneva in 2004. “It started with very small stands, it progressively became larger, adding pavilions until having to resort to outdoor setups with powerful heating systems to mitigate the cold that it gets in Amsterdam at this time,” recalls Fernández, very satisfied with the move to the Catalan capital.
So are the congressmen from northern Europe, some of them residing in places where they go weeks without seeing the sun. In Barcelona, in addition to greater comfort and better facilities at the fairgrounds, they have found a benevolent climate that delights them. The jackets are superfluous and the congressmen move through the hallways in shirt sleeves, going out en masse at noon to sunbathe in the outdoor gardens.
The pleasant warmth delights visitors but is another confirmation of the drought problems that Catalonia suffers. The ornamental fountains at the entrance are completely dry and the enormous translucent screen installed at the main entrance to the congress constantly broadcasts a message that says “Support Catalonia, save water.”
The installation of this screen – the largest in Spain – has been carried out by Sono, a company based in Cornellà de Llobregat that also has extensive experience in the sector. Before the ISE came to Barcelona, they went as visitors. Now they do it as exhibitors. For Francesc Sabata, director of operations of the company, “it is a perfect meeting point with customers and allows them to tour the stands with them to show them the products that they can apply in their installations.”
In addition to the classic visitors who pay attention to the technical details of iron devices, others who are looking for content are also making a strong appearance. “It is a new typology that seeks to offer immersive experiences in their businesses, virtual screenings... and there are local companies that are turning towards that market,” says the president of the Audiovisual Cluster of Catalonia, Miquel Rutllant.
Some of the most sought-after congressmen are the Chinese. Last year they still had serious problems coming due to the limitations that were still in place due to the pandemic. For many, it is their first time in the city and they have landed with a bang, occupying almost the entirety of one of the pavilions. “Coming to Barcelona for them is like a reward,” says Anna Ferrer, marketing director of Infiled, a manufacturer from Shenzhen that opened a store three years ago on Diagonal.
In the morning they spend the day meeting at the congress and at night they enjoy a show in their store. Without going overboard. “Those of us who are old know that we have to get up at twelve,” confesses a veteran attendee of international fairs. If not, it will hardly last until Friday, when the ISE will close its doors.
