Why the EIC Pavilion was a must visit at IFA 2023

At IFA Berlin 2023 the European Innovation Council organised a high profile pavilion within IFA NEXT to showcase EIC-backed deep tech and consumer electronics innovations. In a short interview ahead of the show, Oliver Merlin, Managing Director at IFA Management, positioned IFA as the global meeting point for consumer electronics and home appliances. He framed the event as more than a trade fair and described it as a venue where innovation is tested in market conditions and where start-ups can meet brands, retailers, media, investors and real consumers.

What makes IFA strategically important

Oliver Merlin emphasised three practical reasons why IFA matters. First, it gathers the full value chain in one place so attendees can compare products and concepts side by side. Second, it offers an end to end view of connected and digitalised consumer technologies. Third, the timing is commercially significant because IFA takes place ahead of the major shopping calendar that includes Singles Day, Thanksgiving, Christmas and the Lunar New Year. Those factors make it a critical event for product visibility and launch timing.

Programming highlights to watch

IFA 2023 programming covered a broad set of themes. Merlin recommended sessions on artificial intelligence, robotics, sustainability, gaming and women in technology. The conference roster ranged from tech YouTubers to senior industry experts. The diversity of speakers and formats is designed to provide both strategic insight and consumer oriented demonstrations.

The EIC Pavilion and what it offered

Merlin described innovation as central to IFA and argued that the European Innovation Council’s presence made practical sense. The EIC Pavilion aimed to help start-ups and scaleups showcase breakthrough technologies and meet potential partners that could help them scale. The IFA management framed the EIC Pavilion as one of the stands visitors should not miss.

Advice for startups from IFA management

Merlin gave practical guidance to EIC innovators exhibiting at the show. He said exhibitors should treat IFA as a stage in front of global brands, use it to get a reality check because consumers as well as trade visitors walk the halls and look for products that make sense in their lives, and exploit networking opportunities including the Investor Lounge where start-ups could meet potential backers. He recommended watching competitors and learning whether consumers immediately understand a product or whether a brand still needs to earn trust.

How the EIC prepared its delegation

Ahead of IFA 2023 the EIC ran a virtual preparatory workshop on 23 May 2023 for the cohort that would join the pavilion under the Overseas Trade Fairs Programme 2.0. The workshop provided practical briefings and peer advice. IFA’s Sales Director for Consumer Electronics, Cornelia Schwobe, gave the delegation a preview of networking opportunities. Kerstin Bock, EIC Ambassador and Advisory Board member, advised companies on how to leverage the event. Joakim Hedenstedt from ManoMotion, an earlier participant, shared tips on preparing for trade fair participation.

EIC International Trade Fairs Programme context

The EIC’s trade fairs activity sits inside a broader International Trade Fairs Programme that aims to support EIC beneficiaries in commercialisation and internationalisation. The programme has evolved over multiple iterations. The ITF 3.0 phase covers attendance at multiple trade fairs across the EU, the Middle East and North America. It targets four sector groupings including biotech and pharma, health and medical care, cleantech and energy, and new and industrial technologies.

Participants in ITF 3.0 receive a package of support that goes beyond exhibition space. That package typically includes pre departure market briefings, tailored coaching on topics such as cultural norms and intellectual property, B2B matchmaking and follow up mechanisms. The EIC highlights success stories where companies documented increased sales or deals after trade fair participation but measurable impact depends on sector, product readiness and the company’s post show execution.

Practical takeaways and caveats for founders

Trade fairs like IFA can deliver visibility, validation and deal flow but they require investment and follow up. Founders should prioritise pre show preparation, curate meetings with priority brands and investors, run clear consumer tests on site and ensure legal protection for intellectual property before showing prototypes. They should also budget for travel, logistics and business development time after the show. Publicity and investor introductions are useful but do not replace product market fit, pricing strategy and a reliable supply chain.

Where to find more information

The EIC Community Platform provides details on the Overseas Trade Fairs Programme and application calls. Companies selected for EIC pavilions can also contact the EIC Community Helpdesk. At IFA 2023 the EIC Pavilion could be found at Messe Berlin Hall 4. For wider context on trade fairs support the EIC International Trade Fairs Programme pages outline eligibility, sector focus and the services available to awardees.