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March 31, 2021

IFA 2021: Photo Industry Association PIV supports partnership of IFA and Berlin Photo Week

#Coinnovation at its best

Berlin, 31 March 2021 – IFA Berlin, the world’s leading industry event for consumer electronics and home appliances, is adding the Imaging category to its product portfolio this year, thanks to its new and exclusive partnership with Berlin Photo Week. The collaboration has now been joined by Photo Industry Association PIV, which represents leading global brands from across the imaging industry.

The partnership will bring a unique concept to the imaging sector: firstly, it will be a showcase for brands from across the imaging industry to present new products and innovation during Berlin Photo Week and at IFA Berlin, and secondly it provides photo enthusiasts from around the world with a platform to share their passion for photography, with a series of live events that offer digital and real-life experiences.

A large number of PIV members have already signed up to exhibit at IFA Berlin’s new imaging segment and will sponsor Berlin Photo Week as well.

Berlin Photo Week will take place from 26 August to 3 September 2021 at ARENA Berlin and across the city of Berlin, focusing on the fun, art and cultural heritage of photography. IFA Berlin, meanwhile, will take place from 3 to 7 September 2021 at the exhibition space of Messe Berlin; its imaging space will showcase global brands, start-ups and key photographic and video trends across consumer and home electronics.

Kai Hillebrandt, Chairman of PIV
”The key objective of this partnership is to define the future of photography and video and their role as important cultural, societal and economic drivers. We want this sector to grow, and the combination of IFA and Berlin Photo Week is perfect to achieve this.“

Martin Ecknig, CEO Messe Berlin GmbH
“We are really pleased that Messe Berlin, IFA Berlin and Berlin Photo Week are working with PIV to make this important partnership a success. It establishes Berlin as a key venue for the global imaging industry and helps us to redefine the concept of what a trade show can achieve in the 21st century.”

Wolfgang Heinen, CEO Berlin Photo Week GmbH
“For decades, PIV has been one of the strongest drivers of the Imaging industry worldwide. We are really looking forward to tap into this expertise and collaborate with all our new partners in the world of imaging. With their help we will evolve Berlin Photo Week as a highly experiential event and give it a concept that will shape the future of our industry. I’m especially pleased to see that so many members of PIV are already signed up as exhibitors and sponsors for our events.”

Jens Heithecker, Executive Vice President Messe Berlin Group, IFA Executive Director
“We made the strategic decision to run Berlin Photo Week and IFA Berlin as consecutive events, to give participants from both industries – Imaging and Technology - the best return on their investment. Our exhibitors can look forward to a clearly focused set-up that allows them to connect with new consumer groups, while everybody who comes to IFA Berlin knows that their visit to Messe Berlin will be better than ever.”

About the IFA

IFA, the world's most significant show for consumer and home electronics, is the most efficient communication meeting point for industry, trade and media from all over the world. IFA 2021 will take place in Berlin from September 3rd to 7th.

About Berlin Photo Week

Berlin Photo Week is a conceptually and economically independent project that, based on a creative location with event satellites, will be visible and tangible throughout Berlin. After it was founded in 2018, the team of the innovative event format "Berlin Photo Week", together with the new strategic partners Messe Berlin GmbH and IMH Imaging Media House GmbH & Co. KG, will hold the third edition and simultaneously develop the photography festival further.