The trade fair is dead, long live the trade fair - ad modum's annual innovation conference. Far away from the daily hustle and bustle, short impulse interviews and discussions alternated with technology demonstrations in the domed hall of the "silent green" in Berlin-Wedding. This year, representatives of the aerospace industry, VR experts, trade show organizers and designers discussed trends in the digital age and old communication truths. How will brand staging in space change in the future - scenarios, innovations, visions. At the same time, guests were able to experience what is already possible today by means of VR/AR applications programmed exclusively for the evening. Conclusion: The trade show is more alive than ever, only the focal points and recipes for success are changing.