We want the audience: IFA boss expands trade fair thematically

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IFA kicks off in Berlin on Friday. The trade fair for smart homes and consumer electronics will take place under the radio tower as usual. However, the abbreviation IFA no longer stands for "Internationale Funkausstellung", but for "Innovation For All". And it encompasses more than just the exhibition of new products, promises IFA boss Leif-Eric Lindner in an interview with c't.

For example, IFA Next is moving closer to the Summer Garden epicenter and adding new themed areas to the trade fair. Start-ups, research institutions, universities and technology-driven companies will present their ideas, future products and innovative solutions there. The focus will be on networking in smart cities, the future of mobility, robotics, digital health, fitness and, of course, artificial intelligence. Smart glasses, for example, are currently transforming from a niche product to an everyday companion with lifestyle aesthetics. At IFA, you can see the intelligent glasses at various exhibitors.

Robotics is also well represented on the trade fair grounds. In addition to smart household robots for vacuuming, mopping, window cleaning and lawn mowing, some companies are trying their hand at robots for care. Kärcher says it is working on a robot for cleaning toilets. It would have to have arms, but should not look human-like, because then customers would be creeped out by it, explained Kärcher's robotics expert Frank Fuchs. The "Uncanny Valley" phenomenon is a concern for manufacturers of smart robots, even if some stick cute eyes on their devices.

Innovation Award follows Design Award

The new IFA Innovation Award shows just how broad the range of topics at the trade fair has become. It seems to be a kind of IF design alternative to CeBIT and, according to IFA Managing Director Lindner, is intended to serve as a brand ambassador. Until now, IFA has had nothing comparable, which is why some companies have already created their own IFA awards, says Linder with a grin. However, these lacked any basis, so IFA had to create its own brand. This has now been officially created with the IFA Innovation Award, says Lindner happily.

The prize is awarded for groundbreaking developments in AI, quantum computers or AR/VR (Best in Emerging Tech), for technology that makes a positive contribution to society (Best in Tech for Good), for Best in Audio, in Design, in Transportation (Mobility) and in Digital Health (Digital Health). The award categories also include beauty care (Beauty & Personal Care) and content creation (Content Creation). The trade fair is thus clearly aimed at a younger target audience.

With this in mind, the Creators Hub has moved from Hall 16 to the more central Palais am Sommergarten, explains Lindner. There, creatives will find prepared setups for live recordings, including the necessary technology and equipment.

Gaming and audio

The trade fair boss also has computer gamers in mind; the area is to be intensified, promises Lindner. Gamescon always takes place shortly before IFA, but as there are usually no new product launches there, IFA could possibly attract some of the potential customers to Berlin. The areas of live gaming, speed gaming and Twitch are to be expanded for this purpose.

Sony would have it particularly easy here, as the Japanese multimedia company could simply place its games consoles next to its smart TVs; the younger audience would undoubtedly make a pilgrimage to the stand. However, this would involve two company divisions and, as is so often the case in very large companies, they can't seem to agree. Instead, a representative of the consumer electronics division pointed out that customers could simply connect a controller to a large TV to play online on their own Playstation. However, the company will probably not be showing this solution either.

Trade fair boss Lindner emphasized that audio is not only a decisive factor in classic consumer electronics, but also in gaming. That is why the trade fair is now focusing more on this topic. And he points out that the Highend audio trade fair will be moving from Munich to Vienna next year. Lindner hopes that this may offer an opportunity to attract more exhibitors from the audio sector to Berlin.

Energy technology and cars

Last year, major companies such as Samsung and LG presented concepts for sustainable energy generation, including the interaction of photovoltaics, heat pumps and storage with networked household appliances. c't asked the trade fair boss whether this could develop into a new IFA focus. "We have to be careful not to get bogged down," said the former Samsung manager. However, since the topic will be taken up anyway, the IFA management will have to research the whole thing in more detail, he admits.

Lindner is more interested in the topic of automobility. He would like to show more of this, but first needs one or two big names so that others can follow suit. The management is already working on this. You can already find a lot about mobility at the Berlin exhibition grounds, including e-bikes, networked e-scooters and cars packed with AI.

IFA 2025

IFA will take place from September 5 to 9, 2025 in Berlin, Messedamm 22, 14055 Berlin.

Opening hours

Friday 5.9. from 12:00-18:00

Saturday 6.9. to Tuesday 9.9. from 10:00-18:00

Admission tickets:

Day ticket for adults €19.50 (€22.50 without discount)

Day ticket for children 0 €
(15 years and younger)

Family ticket 39 € (50 € without discount)
(day ticket for up to 2 adults and 3 children)

Day ticket for adults + IFA Summer Garden Opening Night € 19.50
(admission to the IFA Sommergarten concert on Thursday, September 4)

Reduced day ticket 12 € (14 € without discount)
(Pupils, trainees, students and people in wheelchairs or with disabilities (with proof, GdB min. 50%))

School group 39 €
(day ticket for school groups for up to 2 teachers and 33 pupils)

IFA Summer Garden evening program:

Evil Jared x Krogi, Deine Cousinse + Listen to Berlin 19,50 €
(Thursday, September 4)

Joy Denalane & Max Herre 63,05
(Friday, September 5)

Ikkimel & Friends 52,50 €
(Saturday, September 6)

Fest & Flauschig Live 26 €
(Sunday, September 7)

An IFA Summer Garden ticket entitles you to admission to the IFA main event on the same day.

Lots of trade visitors, but not just a trade fair

This year, IFA has brought the Global Markets from the Berlin station directly back to the exhibition grounds in Hall 26, reports Lindner. The logistics hall had been occupied in previous years, but has now been reactivated for IFA. At the B2B trade platform IFA Global Markets, manufacturers, suppliers, retailers and buyers meet to build international partnerships and exchange information on the latest developments in the consumer goods and electronics industry. The IFA Retail Leaders Summit on Thursday, September 4 in the Palais am Sommergarten will follow a similar path.

"IFA wants the public" (IFA Managing Director Leif-Eric Lindner)

Lindner vehemently assures that IFA will by no means become a pure trade fair along the lines of the Consumer Electronic Show (CES) in Las Vegas: "IFA wants the public," explains the trade fair boss.

When asked about the influence of current US politics and the resulting migration away from CES, Lindner sees two trends. Some companies are canceling their participation in IFA at short notice. They also accept high contractual penalties and prefer to relocate their activities to the USA. However, Lindner believes that this is only a selective trend.

For other companies, however, interest in the IFA has grown. Asian companies from Japan and South Korea, for example, seem more receptive. He sees a great opportunity here, "the flank is open", explains the trade fair boss. That is why he and some of his employees visit many events, other trade fairs and large companies to draw attention to IFA. However, Berlin does not want just any company as an exhibitor: the trade fair should not get lost in a swarm of products that cannot be bought here even after years.

It is important to him that IFA becomes a year-round platform for technology and innovation. The IFA boss already announced this in 2024. The year-round operation should run via news, for example, and a team is currently being set up for this. In future, the Innovation Award will also be visible as a brand far beyond the trade fair itself.

(uk)