Now, however, the Berlin show is more like an ABTT on growth hormones! Five big halls, segregated more or less by type of product, and large, designed stands that better reflect the egos of the firms concerned than the little market stalls of old. Yet the traffic, in terms of numbers at least, seemed to be dwarfed by the scale of the venture. That’s not to say that the visitors were not of a very high calibre, as was certainly the case. This was more like shopping at Harrods, wide aisles, no crush and exclusive clientele. So the parallels with ABTT are justified, except that Showtech would have filled Earls Court all on its own.But that’s where the parallels end, for it was evident that there was none of the marshalling that so dogs exhibitors at Earls Court and, despite the growth, the get-in seemed remarkably relaxed with none of the usual hassle. Mind you, the Messe Berlin is an enormous complex and could swallow this show and several others, plus all their trucks without pausing for breath. When looking for an e-mail source, I had to walk about two kilometres to a service office (only to be told to go back to where I started)!
As a lighting person, I’m not one for taking much interest in stage machinery, of which there was plenty at Showtech. However, the remotely controllable floating stage trucks, from Eberhard Buhnen and others, impressed. It was also noticeable that there were a large number of AV companies exhibiting, which indicates that the show is spreading into the corporate presentation market and that the exhibitors recognize the role of the lighting designer in big outdoor shows. All of which is meat and drink in Germany.
This crossover was good news for High End Systems, and here I must declare a self-interest, for the soft launch of their Catalyst product, that enables renters of DLP projectors to adapt them into automated luminaires, for just the sort of events mentioned above. Interest was high, as it was clear, that those with appropriate inventories, could see an opportunity to substantially increase the production value of their equipment for a relatively low additional cost.
Another item that drew an admiring crowd was a very cute, flat, xenon panel from Licht Technik. Basically, a development from a Philips high brightness flat screen, but over-driven. Nevertheless, a life of 50,000 hours was forecast, and with a built-in yoke this will be a very useful light for a TV news studio, giving fluorescent technology a good run for its money. One other product that caught the eye, and a must-buy for my business partner, was the flightcased hotel-room, with all accoutrements including bed and cocktail cabinet, though the latter would not appeal to my non-imbibing partner. What a luxury addition this would be to life on the road and for those necessary breaks during all night programming sessions. Congratulations to VGM of The Netherlands for a cracking idea, adding some levity to what was otherwise a very serious affair. PLASA’s presence too, with a group of DTI-sponsored UK exhibitors, was its first at Showtech, and it was good to see representatives of the British Embassy visiting the group.
The City of Berlin, bathed in brilliant sunshine for the duration, with its extensive waterways, acres of leafy glades and charming inhabitants, has to be a must for those in a tourist frame of mind.
Tony Gottelier
