IFA Berlin added 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 brings 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 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.

“We are really pleased that Messe Berlin, IFA Berlin and Berlin Photo Week are working with PIV to make this important partnership a success,” said Martin Ecknig, CEO Messe Berlin GmbH. “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.”

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,” said Wolfgang Heinen, CEO Berlin Photo Week GmbH. “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.”

A large number of PIV members have already signed up to sponsor Berlin Photo Week.

“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,” said Kai Hillebrandt, Chairman of PIV. “We want this sector to grow, and the combination of IFA and Berlin Photo Week is perfect to achieve this.”

Berlin Photo Week is taking 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.

Visit Berlin Photo Week website

Photo – Sharegrid / Unsplash