Photo Industry Association PIV Supports Partnership or IFA and Berlin Photo Week

IFA Berlin 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.
“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,“ said Kai Hillebrandt, Chairman of PIV.

“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,“ added Martin Ecknig, CEO of Messe Berlin.

“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,“ said Wolfgang Heinen, CEO of Berlin Photo Week.

“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,“ concluded Jens Heithecker, Executive Vice President of Messe Berlin Group and IFA Executive Director.