Photo industry association PIV supports partnership of IFA and Berlin Photo Week

GaryPageau , ,

IFA Berlin, the industry event for consumer electronics and home appliances, 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 be a showcase for brands from across the imaging industry to present new products and innovation during Berlin Photo Week and at IFA Berlin, the announcement said. The event also 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 Aug. 26 to Sept. 3, 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 Sept. 3 to 7, 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,” says Kai Hillebrandt, chairman, PIV “We want this sector to grow, and the combination of IFA and Berlin Photo Week is perfect to achieve this.“

“For decades, PIV has been one of the strongest drivers of the Imaging industry worldwide,” adds Wolfgang Heinen, CEO, Berlin Photo Week GmbH. “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 into 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.”