s the leading global event for consumer electronics and home appliances—not to mention the world's largest trade show—IFA (pronounced ) Berlin is constantly reimagining what such an exhibit can be. Traditionally held in Berlin during five days in September, IFA is adding innovative content and experiences along with a year-round engagement strategy of in-person activations and, managing director of IFA Management GmbH. “If you talk only about a trade show, you're probably going to be dead within 5, 10 years.” Here's where Merlin sees IFA going next.
