With an increase in B2B visitors and more media coverage than ever before, IFA Management CEO Leif Lindner is pleased with the results of this year’s centennial event and already looking forward to 2025

In this exclusive interview, Leif Lindner talks about his team’s ambitious rebranding programme, the good vibes in the Sommergarten, and the importance of AI for the industry.

How do you feel that the show went this year?
I’m overwhelmed by the current feedback and by how well things went in terms of execution. People had really positive things to say, not only on the dealer side, but also on the exhibitor side. That doesn’t mean we don’t have homework to do. But people are seeing that we responded to input after last year’s event and made real improvements. This will serve us well for the coming years too, because it shows that we’re true to our word.

Can you tell us a bit about what went on behind the scenes in the build-up to IFA 2024?
I think the main reason we were able to have such a successful show is that we have built a consistent team. More or less everyone that we hired since the beginning of the year is here to stay. This isn’t a part-time project; we’re putting solutions in place for the coming years. 

We have three project groups. One of them has been in charge of rebranding, and they did an incredible job of executing the various touch points: on-site, with the app, the home page, the imagery, the look and feel of the stages, and so on. It took a lot of discipline and hard work to carry that out in such a narrow timeframe. But my team pulled it off and I’m really happy about that.

Why was it so important to have a new look and feel for the show’s centennial?
We wanted a clear visual signal to underscore the message of change. So it had to be a disruptive approach, rather than something gradual. We really committed to this, and I’m proud of how we were able to execute the rebranding in a really high-level way. 

We wanted a clear visual signal to underscore the message of change. So it had to be a disruptive approach, rather than something gradual.

Can you share some of the numbers from this year’s show? Did they meet or exceed expectations?
IFA attracted more than 215,000 visitors this year from 138 countries. We had several record days compared to past shows, and I’m not just talking about last year. That’s one tendency, and it demonstrates that hard work pays off. Another tendency is a double-digit increase in the number of trade visitors, reaching 133,000 this year.

The same goes for press. Numbers from the weeks leading up to the event showed a 60% increase in coverage in Asia and a 21% increase overall. This suggests that we’re on the right track, that we’re exceeding the targets we established for ourselves. But it also shows that we need to take that momentum and keep going.

People keep asking me: What will you do after the show? Will you take a moment to rest? Of course, I’ll rest a bit. But I feel like a professional football player in that sense. The pause will be quite short, then it will be right back to work!

We can look forward to an even bigger and more successful IFA in 2025

What were some of the main highlights of this year’s show in your opinion?
Well, for starters there was the visit from the German Chancellor Olaf Scholz. This really underscores IFA’s importance for the city of Berlin, for Germany and Europe as a whole. Keeping in mind that the last time we welcomed a Chancellor was 18 years ago. So this was really special. 

I also really liked the atmosphere of the Sommergarten, and not just because of the concerts, but because it really breathed new life into IFA. And it’s not just me saying that. I had lots of people come and tell me the same thing; that our team brought back that IFA spirit, and that makes me really happy.

How do you plan to keep up the momentum for IFA 2025?
There’s always room for improvement. This year was a starting point, but we’re already planning to take things to the next level, with more partners and more intense working relationships with those partners. The trust is there, so we can look forward to an even bigger and more successful IFA in 2025.

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AI, the uncontested star of the show

Of all the tech trends on display at IFA Berlin 2024, one in particular stands out, and for obvious reasons: AI is revolutionising the consumer electronics and home appliances industry.

When asked about what technology is shaping the future, Leif Lindner responded, “Of course it’s AI”.

Smart technologies are also transforming IFA itself, Mr Lindner added. “Moving forward, it will help condense information for participants in the show, and that leaves more time for networking and for taking a look at all the things they came here to see”, he said.

More important still is the role AI can play in improving people’s health and ultimately saving lives, Mr Lindner explained. “These aren’t just fun gadgets; they have the power to make a real difference.” “If this kind of innovation can save even just a few lives, then it’s worth it”, he said.