Right at the north entrance to the exhibition grounds, Albert Einstein welcomes visitors to the 100th IFA – as a slightly shaky hologram. Directly behind it, a room-filling screen from LG draws astonished glances: animations of everyday life run across the curved screen, with robots that garden independently, refrigerators that also order groceries independently, and washing machines that take all the burden of dirty clothes off your hands.
In the middle is a gate to the AI-supported living world. “Impressive – the sharpness and the bass,” says Denis Duran about the picture and sound quality and briefly takes in the room.
He is here with two friends, all three with a copy of the Tagesspiegel in their hands. On Saturday, Tagesspiegel readers will be granted free entry to the IFA innovation fair with a code from the newspaper. At short notice, special cash registers were even set up for Tagesspiegel visitors.
© Katharina Kalinke
Denis Duran is interested in the latest technology. “I would like to see what the future holds,” he says. He is here in particular for developments in extreme sports, drones and audio products, and tests the functionality and workmanship of the devices.
Whether it’s a cell phone, a television or a drone – everything is getting faster, lighter and smaller, explains the 35-year-old as he strolls past, adding that he himself works a lot with lightweight building materials such as carbon.
He was already at the IFA when the latest Nintendo craze came
Undeterred by all the flashing lights, buzzing drones and presentations accompanied by music, Tom Müller leads the group through the exhibition halls. “I know every corner here,” he says and laughs. He has been visiting the IFA for more than 20 years. “In 1994, when the Super Nintendo came out!” the 41-year-old adds after thinking for a moment. Müller has been here for the second day already, and he has not yet noticed a real innovation “we’ll have to look again.”
“But I see that a lot is being done here for the younger generations, everything is linked to social media,” says Tom Müller. Whole halls focus on content creators, i.e. people who fill social media with content, either professionally or privately.
Exhibitors present the equipment for them: ring lights, 360-degree cameras and intelligent microphones – all of which we’ve seen before, but faster, lighter and smaller. “Let’s see how people respond to this. I hope that the IFA will continue to take place in this context,” says Müller.
© dpa/Carsten Koall
Behind the Creator Hub in Hall 15, current computer games and the corresponding chairs, mice and keyboards can be tried out. “Next time I’ll take my son with me,” says Lisa Bauchmüller, “he’ll like it here.”
Robot or human: who has vacuum cleaner sovereignty here?
© Katharina Kalinke
Rodion Gelfand and Taner Kurt are also at the IFA with the free Tagesspiegel ticket to spend time together and be inspired. “There are always new, exciting things to discover,” says Rodion Gelfand, “Discovering new things is what life is all about, isn’t it?”
Kurt deals a lot with artificial intelligence in his job in marketing, and Gelfand also talks about the changes brought about by AI, including job cuts, in his work in sales – “and the development is only just beginning.”
They enthusiastically move from the latest vacuum cleaner models – “After 30, household appliances suddenly become exciting” – to e-scooters, try out an e-go-kart and examine height-adjustable gaming tables. “Robot vacuum cleaners, cool” – but the early 30-somethings don’t really want to rely on smart technology.
© IMAGO/Gonzales Photo/Inaki Esnaola
“I think it’s better if I don’t let them do everything for me,” says Gelfand, “but continue to take my life into my own hands.”
Around midday, the exhibition halls noticeably fill up with people. “There’s a lot going on here,” says Kurt, “I really welcome that.” Next, they want to take a look at the Google area with the inspiration stage.
© Katharina Kalinke
Monika Fröbel and Klaus Krüger have already completed their free visit to the trade fair at this point. They are more than happy with the day, say the two 74-year-olds. Why did they come? “Because of the technology,” says Fröbel. They are interested in what’s new on the market, and the couple have enjoyed visiting the IFA for years. “I have to be honest, I’m amazed by everything,” says the 74-year-old.
They and others noticed that many exhibitors only speak English. “But thank God my phone has a translation app.” They wouldn’t buy most things here. They’d rather leave that to the younger generations – and leave the exhibition grounds happy.
