I wasn’t sure what to expect as I landed in Amsterdam a few days prior to ISE 2012. I felt confident I was mentally and physically prepared following the exquisite chaos called CES. But how would it go down with the added stress of frigid weather and jet lag?
I can report I was pleasantly surprised by the civility of it all.
The show itself was substantially smaller than CES. There were 40,869 registered attendees over the course of three days. The 825 ISE exhibitors occupied 11 halls of the Amsterdam RAI. These numbers are the highest in the history of the show, with the exhibitor total increasing 15% from 2011.
ISE, which started in 2004, is Europe’s largest tradeshow for the professional AV and electronic systems industry. It’s a kind of meeting place for manufacturers, distributors, and retailers from all over the world. The manufacturers can show off their latest technologies and distributors and retailers can see what’s available for their customers and consumers.
The show itself feels like a cool combination of a professional dress code and relaxed energy. It is truly international, representing companies from all over the globe.
The Standout Trend
The number one trend at ISE was digital signage. It was everywhere. In fact, ISE kicked off with the Digital Signage Conference (DiSCO). One of the topics covered was the potential for digital signage to help brick and mortar retailers compete with e-commerce websites by allowing them to reflect the new ways in which consumers are shopping. This includes providing the ability to allow shoppers to serve themselves, access products not on shelves, and obtain detailed product information.
That’s the cerebral take on digital signage. The sensorial take is the mind-blowing picture clarity and endless number of LED screens dominating the halls of RAI. There were single screen behemoths towering overhead, as well as smaller screens interacting seamlessly to create any number of awesome effects.
One of my personal favorites was a bit more understated, but really cool. These screens featured “live bands” playing in a sushi lounge located in the center of one show hall. Each member of the band had his or her own screen towering over the lunch tables. There were four screens in all playing simultaneously. The bands members were probably filmed separately, but they actually look like they are interacting with each other in each of their respective screens. You really feel like you’re watching a live show.
The European Aesthetic
A minimalist at heart, I felt a connection to the European aesthetic. There weren’t a lot of bright colors or flashy designs. And it was easy to see why as I looked up into apartment windows while walking through the city. They almost look bare compared to living space in the United States.
For the most part, the walls were consistently white or off-white. And there seemed to be only one or two pieces of furniture or artwork. The industrial design and colors of most of the audio products reflected this aesthetic. It’s no wonder that our MicroVee and MiniVee are so popular in Europe. Most of the design is focused on hiding audio components. I saw the embodiment of this idea with a “fully invisible wall” speaker. It was quite literally a wall of sound. It’s also not surprising that our distributors in the United Kingdom are creating some pretty cool custom designs focusing on installing the SC IW (1250) In-wall subwoofer into the floor and other hidden locations.
Overall, the show was fantastic. It was fascinating to see what is happening outside of the United States. ISE showcased some of the major differences in the domestic and international markets. However, both markets are clearly utilizing incredible technology to fill consumer needs and demands.
A Special Message to the People of Amsterdam
Thank you for your gracious hospitality. Thank you for delicious cheese and chocolate. I secretly believe these are your two major food groups, although I cannot prove this. I found your city to be absolutely delightful, but please consider holding ISE during the summer next year.
To all the bikers who jingled their bells as I wandered into their lane, unaware I was grossly violating local etiquette: In my humble opinion, your bike lanes look very similar to your pedestrian sidewalks. It was an honest mistake.
A Tribute to Amsterdam in Trivia:
- Amsterdam is the capital of the Netherlands, as well as the largest city.
- The name Amsterdam is derived from the city’s origins: it grew around a dam in the river called Amstel.
- There are approximately 747,290 people living in Amsterdam proper and 2,158,592 living in the metropolitan area.
- It is impossible to know for sure, but city authorities say there are well over 600,000 bikes in Amsterdam.
- There are165 canals in Amsterdam, with a combined length of 60 miles.
- There are 1,281 bridges in Amsterdam, many of which can open to let ships pass. In fact, “The bridge was open” is a popular excuse for arriving late to school or work.
- Amsterdam has 6,800 16th, 17th and 18th century buildings.
- Amsterdam is also known as the “Venice of the North” due to its many canals.
- The Amsterdam zoo, Artis, was founded in 1838. It is the oldest zoo in Europe and the third oldest zoo in the world.
- Established four centuries ago, the Amsterdam Stock Exchange is regarded as the oldest stock exchange in the world.
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