8
BRIEFING OPINION
Why the Drupa show must go on
Drupa director Sabine Geldermann talks about the plans for the postponed industry show next year
In mid-March, Messe
Düsseldorf announced that
the giant Drupa show would
be postponed until next year
due to the exponential spread
of Covid-19. Here, Drupa
director and global head of print
technologies Sabine Geldermann
answers some questions about the
new plan for the show.
What was the key factor for Messe
Düsseldorf to postpone Drupa?
Messe Düsseldorf is following the
recommendation of the crisis
management team of the German
Federal Government to take into
account the principles of the
Robert Koch Institute when
assessing the risk of major events.
In addition, there was the general
ruling issued by the city of
Düsseldorf on 11 March, in which
major events with more than
1,000 participants present at the
same time are generally prohibited.
Against this background,
there was unfortunately no other
option than to postpone Drupa.
How did you determine the new
date?
Due to the influence of the coronavirus
and the associated official
decrees or restrictions, seven
trade fairs planned for this spring
have already been postponed to
the second half of 2020 and to
spring 2021.
Since we need a timeframe of
around two months for Drupa
(due to its set-up, duration and
dismantling), there were only
limited options available. Having
Printweek April & May 2020
weighed up all the parameters and
in view of the international trade
fair calendar, the date chosen,
20-30 April 2021, is the earliest
and best possible date, which we
have agreed together with our
president and supporting association
the VDMA. Under the
current circumstances, this date
now allows the greatest possible
planning security for all parties
involved. Fortunately, we are now
once again in a similar timeframe
to the original, traditional May
date of Drupa, which has become
widely established in the industry.
How has the global printing community
responded to your
announcement?
The reaction of our international
customers and partners to the
postponement was consistently
positive and met with great
understanding and acceptance.
We were pleased with the numerous
emotional feedbacks on our
social networks and platforms.
One thing is certain: the industry
wants to have a Drupa again, one
that retains its image, its radiance
and its global standing – this
would not have been feasible
under the current conditions.
That’s why we will now take every
possible measure to meet the
expectations of our global customers
in April 2021 – let’s embrace
the future in 2021 together!
Exhibitors traditionally work
towards the Drupa date with their
new products and much was
already completed for June. Is
Drupa confronted with alternative,
virtual presentation formats?
Our exhibitors will certainly present
some of their innovations this
year already, using different formats
such as customer events or
digital platforms. However, these
can only bridge the current
demand – in our opinion, they do
not offer a complete replacement
for a trade fair with worldwide
appeal. Drupa is, and will remain,
the top platform for the printing
industry to present innovations,
come together and, above all, network.
That is why Drupa will
remain the target the print industry
is working towards even after
the postponement.
We are people, not avatars – and
the desire for personal exchange,
knowledge transfer and networking
in a fascinating ambience is
unbroken despite all digital formats.
It’s great to see that numerous
key accounts are already
shaping the motto “let’s embrace
the future in 2021 together”.
How do you believe print businesses
can weather the storm
caused by the pandemic?
There is no doubt that there will
be declines and lasting economic
setbacks. However, it is important
that the industry does not suffer a
complete standstill in production
as a result of the current measures.
Our industry must continue
to invest in the future in order to
seize market opportunities,
because print, with so many
different and extensive applications
and forms of use, will continue
to be indispensable in many
markets in the future. The
exchange of ideas between industry
players and the necessary
inspiration are key means to
this end, and are lived out and
introduced in a future-oriented
manner at leading world trade
fairs such as Drupa.
What changes will the postponement
mean for Drupa 2021?
The postponement represents a
new, unprecedented scenario for
all concerned and requires a
certain degree of flexibility. As in
the past, we will continue to take
every possible measure to carry
over the successful status of
Drupa to the new date in 2021.
What are the effects of the postponement
on your satellite
events?
We do not currently see any
effects of the shift on our
“Printing Technologies” portfolio
and thus on Messe Düsseldorf’s
foreign trade fairs.
GELDERMANN
“Our industry must continue to
invest in the future”
/cbils