In the run-up to the IFA, ad modum invited five top-class experts to develop concept ideas for a sustainable trade show. It should become hybrid, more exclusive and bolder. How this can be achieved was the subject of lively debate on the podium in the disused Weddinger Crematorium.

Participants on stage: Chief Executive Officer of the Federation of German Industries (BDI) Dr. Markus Kerber; Dr. Martin Buck, Director at Messe Berlin; Christopher Bach Head of Communications at Thales S.A.S.; media great and creative consultant Robert Eysoldt and Prof. Dr. Thomas Thiessen from of the Business School Berlin. Moderator and organizer was ad modum Managing Director Heiko Haenler.