Messe München Is Completed
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02 2018 THE MESSE MÜNCHEN MAGAZINE MESSE MÜNCHEN MAGAZINE 02 2018 OUR HOMES OF TOMORROW On the future of cities� and how we can prepare for them now KEEP IT FLOWING The success of the energy transition depends not only on green electricity but also on smart grids. A small Bavarian village is setting the pace THE CONTINENT OF THE FUTURE Sociologist Auma Obama in an interview on globalization, different worlds, and common opportunities IT’S GREAT WHEN THE LOCATION ADAPTS TO THE EVENT. AND NOT THE OTHER WAY AROUND. For booking enquiries, please contact us at: messe-muenchen.de/locations-contact Messe München Locations offer tailor-made solutions for every event size and every event format. And with the opening of the Conference Center Nord and the individually divisible Hall C6, your options are even broader. Look no further for the right location at which to hold your next event. messe-muenchen.de Connecting Global Competence MM_AZ-Puppen_212x290_EN_RZ.indd 1 09.11.18 15:32 EDITORIAL DEAR READERS IT’S GREAT WHEN THE LOCATION ADAPTS TO THE EVENT. AND NOT THE OTHER WAY AROUND. » The number of exhibitors and visitors has been increasing steadily for years. « M esse München is alive and kicking. And how! Journalists are always asking why we still put on trade fairs in this Internet age. But we’ve heard it all before—20 years ago, people were saying there would soon be no need for large exhibition centers because everything is available online. Well, it’s 20 years since Messe München moved out of the construction project on the old airport site. And, as always, you’ll find out all the latest city center to Riem on the outskirts of If they hadn’t done this, Munich would no inside information from the people behind For booking enquiries, Munich. Today, the answer is that the longer have a role to play. Today, we are one Messe München. please contact us at: number of exhibitors and visitors has been of the world’s top ten trade fair companies. messe-muenchen.de/locations-contact increasing steadily for years. In fact, growth is so strong that we have built six new, But now we need even bolder decisions in ultramodern halls with nearly 650,000 square light of massive global growth. How do we feet of exhibition space since our move in deal with the emergence of cities that are 1998. We opened the final two halls and home to millions of people? How do we want a new conference center last December, to live in the future? This is the focus of the marking the completion of the new Messe cover story in the latest Messe München KLAUS DITTRICH München. That was a big moment. It was a magazine. In a very frank interview, sociolo- Chairman of the Management Board Messe München Locations offer tailor-made solutions for every event size and every event format. Andreas Pohlmann And with the opening of the Conference Center Nord and the individually divisible Hall C6, bold and farsighted move by our shareholders gist Auma Obama tells us whether the world of Messe München your options are even broader. Look no further for the right location at which to hold your next event. Photo: when they decided to approve the new really is moving closer together. messe-muenchen.de Connecting Global Competence MESSE MÜNCHEN MAGAZINE 3 MM_AZ-Puppen_212x290_EN_RZ.indd 1 09.11.18 15:32 CONTENTS REGULARS MEGATRENDS PEOPLE 6 20 3 Editorial 30 20 years of Messe München in figures IN BRIEF STRENGTHENING 38 Trade fair highlights On virtual influencers, automated VOICES 40 Creators: News super markets, secure computers, and traveling Born in Kenya, educated in Germany, at 42 Bauma worldwide at supersonic speed home in the world—Auma Obama talks about globalization, isolationism, and how, against all odds, she manages to remain 8 an optimist Discover and experience even more Messe München Magazine at THE FUTURE www.messe-muenchen.de OF CITIES Clean air, traffic-free streets, and affordable 26 This symbol indicates further apartments—this is how town planners see EMPIRE OF online content that can be found the city of tomorrow. An article on urban THE SUN under the heading “Magazine” on utopias being built today Messe München’s website Sun, water, wind—much more is needed to achieve an energy turnaround than just This symbol indicates fascinating generating green energy. A Bavarian village video content that can be found shows the way: green and local on Messe München’s YouTube channel Hufton + Crow/VIEW, Robert Brembeck, Siemens AG, Munich/Berlin, Dirk Bruniecki (2), Bakaspictures, Mauritius Images Robert Brembeck, Siemens Hufton + Crow/VIEW, MESSE MÜNCHEN MAGAZINE Photos: 4 CONTENTS THE MESSE MÜNCHEN MAGAZINE 02 2018 LEGAL NOTICE Published by Messe München GmbH, Aleksandra CREATORS MUSEMENT Solda-Zaccaro, Executive Director MarCom (V. i. S. d. P.), Messege- lände, 81823 Munich, Germany, Phone: +49 (0)89 94 92 07 30, www.messe-muenchen.de/magazine Head of project manage- ment Anita Kellermann Project management Ina Bethlehem Edi- 32 44 torial staff Katarina Barić, Michael Moorstedt, Victoria Sussens, Willi Bock, Petra Kratzert, Stephanie Schuler Editorial consulting HARD WORK INTERNATIONAL Stefan Schmortte Art Director Cordula Ann Rettenmaier, Patrick Jennifer Hader, Messe München’s HR INSIGHTS Reinhardt Graphic Design Ngoc Le-Tümmers, Annalena Rebele Executive Director, on the new world of Photo editing & Art buying Irene Wittmann Final editing Victo- Smoked fish in Munich or the best chocolate ria Sussens, Michele Tilgner Publishing company TERRITORY work, the office “feel-good” factor, and Content to Results GmbH, Winzererstraße 47d, 80797 München, in all of Moscow? Messe München’s staff the war for talent Tel. +49 (0)89 54 34 96 21 10, www.territory.de Publishing Mana- reveal their insider tips on the world’s most ger Christian Brunschede Editorial Director Stefan Tillmann exciting cities Advertising G+J Electronic Media Sales GmbH, Am Baumwall 11, 20459 Hamburg, Germany Director Brand Sales Jan-Eric Korte, Phone +49 (0)40 37 03 53 10, E-mail: [email protected]; 35 The current price list applies, more information at www.gujmedia. de; Ad Price List No. 1 of January 1.2017 Information on ads WITH A SURE www.gujmedia.de Production Gruner + Jahr GmbH & Co KG, Am Baumwall 11, 20459 Hamburg, Germany Director Heiko HAND Belitz, Phone +49 (0)40 37 03-0, E-mail: [email protected] Li- Logistics expert Rolf Tischer works thography Royal Media, München Printing Gotteswinter + Au- maier GmbH Copyrights The rights of this magazine and all of behind the scenes to ensure that even the the contents, images, drafts, plans and presentations of ideas most complicated event runs smoothly contained therein are protected by copyright. With the exception of the legally permitted cases, any use, including reprinting, without the written consent of the publisher is punishable. The editors and the publisher are not liable for any unsolicited manuscripts and artwork sent to us. Contact presse@messe- 36 muenchen.de THE PERFECT Cover photo: ©Adrian Smith + Gordon Gill Architecture/Jeddah Economic Company; Design Architects of the project: Adrian Smith and Gordon Gill and WAV E Design Firm for the project: Adrian Smith + Gordon Gill Architecture Edwin Tan, CEO of Messe Muenchen Shanghai, on riding a growth wave CXXXXXX MESSE MÜNCHEN MAGAZINE 5 MEGATRENDS MARKETING RETAIL MOBILE COMMUNICATIONS TOO GOOD MOM AND POP’S GENERATION TO BE TRUE OFFSPRING GIGABIT T he strong impact of influencers is down O nline retailers like Amazon and Ali I t must be one of Germany’s most to the fact that they are real people. Unlike baba are reinventing the convenience store. eagerly awaited auctions. People have high with actors and models, fans feel they can But with a new twist borrowed from their hopes of the auction of licenses for mobile, identify with the “blogger next door.” Now, online world—they have no sales staff and realtime 5G Internet that is planned for a new generation of influencers is growing up no checkouts. They are creating the shopping spring 2019. The government is expecting that is just as authentic, but not real. With experience of tomorrow using video surveil to rake in billions in revenues, the economy names like Shudu (above) and Miquela Sousa, lance and contactless payment. At the en is looking forward to new business models, they are avatars with their own social media trance, customers scan a QR code with their and consumers will finally have broadband presence. Some of these virtual influencers smartphone. Then they pick up the products Internet throughout Germany. By 2020, the have more than a million followers on In they need and walk out of the store. Artificial fifth generation of mobile communications stagram. Luxury brands like Balmain, Prada, intelligence is used to recognize what goods should be ready to go on the market, and by and Chanel have already signed up Shudu they have taken, charge their credit card, and 2025, 99 percent of all households should be and her colleagues for their campaigns. At issue a digital receipt. No more waiting in served by the network. The new frequencies least on screen, it’s hard to distinguish virtual line and fumbling in your pockets for your enable transmission rates of up to 20 gigabits influencers from real people. And it’s a phe credit card. Amazon is currently operating per second—more than 20 times faster than nomenon that has a future in another area: three such stores in the USA, and this is set the LTE standard—with significantly lower digital customer service. to increase to 3,000 in the near future.