01 2018
THE MESSE MÜNCHEN MAGAZINE
MESSE MÜNCHEN MAGAZINE MESSE MÜNCHEN MAGAZINE 01 2018
A REVOLUTION IN SPORT People are pushing themselves to their limits. The sports industry is one of the beneficiaries and also a pioneer of new technologies
THE TASTE OF TOMORROW City farms and in-vitro burgers
MAN AND MACHINE A summit meeting on the boundaries of artificial intelligence Flughafen München
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steht für » T h e o l d - f a s h i o n e d Mediapower b i c y c l e s p e e d o m e t e r has been replaced by e l e c t r o n i c f i t n e s s devices. PREMIUM out of home triff t « Premium-Zielgruppe
Bei uns erreichen Sie konsumfreudige 2.0, 3.0, 4.0–in the past, these may Te old-fashioned bicycle speedometer has including some from the world of trade fairs. und kaufkräftige Entscheider in einer have sounded like soccer results. But now they been replaced by electronic ftness devices. In As usual, we will be publishing more informa- dynamischen, internationalen Atmosphäre: are used to indicate the progress we have made our cover story, “A Revolution in Sport,” you tion relating to the topics in our magazine on in automation and digitalization. Tese can fnd out how physical exercise is changing social media channels. You’re welcome to changes have also had an impact on the world in the era of digital and electronic sport. contact me directly via my personal LinkedIn ∫ 44,6 Mio. Passagiere – davon of sport, where since time immemorial, the account. 41 % Businessreisende body has been its own seismograph and muscle And what will happen to our food in the future? Andreas Pohlmann power the main driving force. In the article “Te Taste of Tomorrow,” we go in
Photo: search of an answer to this question and learn ∫ Europas erster und einziger Te latest revolution in the world of sport can that food pioneers are developing high-tech 5-Star-Airport seit 2015 be described as “Sport 4.0” and includes solutions to solve the problem of world hunger KLAUS DITTRICH Gallerystock I surfboards with electric motors and intelligent and meet the demand for sustainability. running-shoe insoles. Wearable devices and Chairman of the Management Board ∫ über 700 State-of-the-Art- smart textiles are now able to record sporting Te third issue of the Messe München maga- of Messe München
Werbefl ächen Cover photo: performance and physical data. zine covers several highly topical subjects,
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REGULARS MEGATRENDS PEOPLE
6 20 3 Editorial 36 Creators: News IN BRIEF M A N A N D 38 Trade fair highlights Meteorologists in car factories, intelligent MACHINE 40 E xhibition locations worldwide charging systems for electric cars, pop-up 46 Must-haves stores, 3D printers, and domestic robots One of our interviewees is developing machines that can think and feel.
Discover and experience even Te other wants to improve people’s more Messe München Magazine at 8 sensory experiences. Sandra Hirche, professor of information-oriented www.messe-muenchen.de A R E VO L U T I O N I N control, and Michelin-starred chef S P O R T Tohru Nakamura discuss the limits of Tis symbol indicates further artifcial intelligence online content that can be found Sportspeople are constantly improving their under the heading “Magazine” on performance and the companies that make Messe München’s website sports articles are benefting from this as a 26 result. In many areas of technology, these T H E TA S T E O F Tis symbol indicates fascinating frms are also pioneering innovators. A story video content that can be found on about a world on the move TOMORROW Messe München’s YouTube From high-tech burgers to city farms: channel Pioneers are working to ensure that we have a healthy and practical food supply Getty Images, Robert Brembeck, Chris Crisman, Konrad Festerer, Regina Recht, Lion Mayer Getty Images, Robert Brembeck, Chris Crisman, Konrad Festerer,
MESSE MÜNCHEN MAGAZINE Photos: 4 CONTENTS
THE MESSE MÜNCHEN MAGAZINE 01 2018
CREATORS MUNICH
LEGAL NOTICE Published by Messe München GmbH, Aleksandra 32 42 Solda-Zaccaro, Messegelände, 81823 Munich, Germany, Phone: +49 (0)89 949 - 20720, www.messe-muenchen.de/magazine Head STRONG WOMEN M U N I C H FO R of project management Anita Kellermann Project management Ina Bethlehem Editorial staff Willi Bock (V. i. S. d. P.), Katarina Monika Dech, deputy managing director CONNOISSEURS Barić, Florian Severin, Karoline Amon, Klaus Mergel, Michael of Messe München, and executive coach Moorstedt, Felicitas Wilke Editorial consulting Stefan Schmortte From visiting a barber shop to thoroughly Margit Dittrich discuss the “Frauen Creative consulting Felix Kempf Art Director Cordula Ann enjoying a cup of cofee or spending the night Rettenmaier Photo editing & Art buying Heike Heller Final verbinden” (Connecting Women) network in a bank director’s ofce: We have fve ideas editing Geoff Poulton, Michele Tilgner Publishing company TERRITORY Content to Results GmbH, Winzererstraße 47d, that will add the perfect fnishing touch to a 80797 München, Tel. +49 (0)89 5434 9621-10, www.territory.de 35 visit to Messe München. Guaranteed no veal Publishing Manager Christian Brunschede Editorial Director sausages, the Oktoberfest or soccer Stefan Tillmann Advertising G+J Electronic Media Sales AUTOMATED GmbH, Am Baumwall 11, 20459 Hamburg, Germany Director Brand Sales Jan-Eric Korte, Phone +49 (0)40 3703-5310, Tele- Armin Wittmann, head of the fax: +49 (0)40 3703-5734, E-mail: [email protected]; The current Automatica team, and his very personal love price list applies, more information at www.gujmedia.de; Ad Price List No. 1 of January 1.2017 Information on ads www.gujmedia. of robotics de Production Gruner + Jahr GmbH & Co KG, Am Baumwall 11, 20459 Hamburg, Germany Director Heiko Belitz, Phone +49 (40) 37 03-0, Fax +49 (0)40 3703-60 00, E-mail: info@gujmedia. 36 de Lithography Royal Media, München Printing raff media group GmbH Copyrights The rights of this magazine and all of G O W I T H T H E the contents, images, drafts, plans and presentations of ideas contained therein are protected by copyright. With the exception FLOW of the legally permitted cases, any use, including reprinting, without the written consent of the publisher is punishable. Petra Westphal and her plans The editors and the publisher are not liable for any unsolicited for the Drinktec trade fair manuscripts and artwork sent to us. Contact presse@messe- muenchen.de
MESSE MÜNCHEN MAGAZINE 5 MEGATRENDS
ROBOTICS RETAIL INDUSTRY
P O P P I N G U P ALL OVER
M Y R O B O T P R I N T I T C O M P A N I O N S uddenly, they’re there and then they Y O U R S E L F disappear again in a fash: pop-up stores. Just for a few days, retailers put their goods on show in empty industrial buildings or store premises using the available fxtures and fttings. As long ago as 2004, the fashion A ibo holds out his paw, fetches a bone, label Comme des Garçons displayed its A house that can be built in 24 hours. and even goes independently to the charging high-quality clothing on the heating pipes It sounds impossible, but it is a reality. Te station. At the Consumer Electronics Show in of a former library in Berlin. Te short-term nonproft organization New Story from Las Vegas in 2018, Sony presented a new ver- sales concept has since become part of the Silicon Valley is building 100 homes for dis- sion of its robotic dog. Aibo is a self-learning marketing strategies of other companies, such advantaged people in El Salvador. Te houses companion that interacts emotionally with its as Louis Vuitton, Prada, and Walmart. Te will be constructed at high speed because the owner. All over the world, work is underway costs of rental and fttings in the pop-ups are concrete walls are produced by a 3D printer. to develop genuine robot personalities. Te trivial compared with expensive fagship stores 3D printing technology is in the process of artifcial creatures have names like NAO, in city-center pedestrian zones. Tis makes revolutionizing industrial production. 3D Pepper, and Bobby. Tey also have voices and the must-have factor even more important. printers can produce structures made from their facial expressions respond to emotions. Fashion-conscious consumers fnd their way steel, concrete, and plastic that have been de- Social robotics could be one solution to the to industrial parks to be in the right place at signed using a software package. Te strategy problem of providing individual home care the right time to buy designer sneakers. News experts from PricewaterhouseCoopers (PwC) for elderly and vulnerable people. “Te robots about the latest pop-ups spreads quickly by are forecasting a global market volume of will be soft and fufy like pets. People can word of mouth or on social media. Or the 22.6 billion euros for printed products across put the robots on their laps or take them to customers go climbing past by chance, as was all areas of industry by 2030. bed,” predicts trend researcher Birgit Geb- the case with the Clifside Shop on a rock face At the moment, the printers are hardt. Sony’s Aibo does not yet have any fur in the Eldorado Canyon in Colorado. At the producing prototypes. “In future it is con- and is not always obedient. He obviously just beginning of August last year, a 22-square- ceivable that manufacturers will themselves needs to grow up. foot wooden crate hung over the abyss for 24 print individual components that they only hours. Inside were two sales assistants selling need in small quantities,” says PwC strategist weatherproof clothing. Christian Foltz. Production on site and on SOCIAL ROBOTS demand is also of interest to consumers. Service robotics was one of the themes of Printers for use at home are already available the last Automatica (June 19–22, 2018), the for only a few hundred euros, allowing people leading fair for smart automation and to print jewelry, eggcups, or even a printer ddp, Getty Images robotics. themselves. Photos:
MESSE MÜNCHEN MAGAZINE 6 MEGATRENDS
ELECTRIC MOBILITY THE WORLD OF WORK
M E S S E M Ü N C H E N ’ S S M A R T ELECTRIC VEHICLES E M P L O Y E E S WANTED
T he air quality in our cities is poor, with high concentrations of particulate matter and T he engineer doesn’t know what to do nitrogen oxide. Noise is also a problem. Driving bans are hanging like the sword of Damocles next, so the meteorologist takes over. Tis is over many German cities. Tis is where electric vehicles can play an important role. Trafc a recent trend in the automotive industry. As in our cities must in future be clean, sustainable, and efcient. Messe München is setting cars become increasingly autonomous and sustainable standards for everyday electric mobility. “We want to lead the way when it comes more connected with their surroundings, the to reducing our environmental impact and protecting the climate,” explains CEO Klaus industry urgently needs more IT specialists. Dittrich. A network of charging stations for electric vehicles was installed at the exhibition But staf with the appropriate training are center at the beginning of the year. Tese can be used free of charge by exhibitors, visitors, hard to fnd. Tis is why car manufacturers and employees of Messe München. More than 50 charging stations have been provided. Tere are directing their attention toward skilled is a “supercharger” for fast charging by the main entrance and many charging points in the employees from outside the industry, such as Parkhaus West. If necessary, mobile charging stations will be made available in the outdoor meteorologists, who are familiar with collect- parking lots. Customers who arrive in an electric car can charge it at no cost during the day ing and processing large volumes of data. Tis and return home in the evening with a fully charged battery. Te electricity supplied by the skill will be essential for future applications, charging stations comes from the photovoltaic system on the roofs of the Messe München including autonomous driving. For example, buildings, which means that it is 100 percent renewable. With more than 50 charging points, BMW is currently urgently looking for new Messe München is the second-largest provider in the region, after Stadtwerke München, the data experts. Over a period of just a few years, city’s utility company. 2,000 specialists will be developing the soft- Messe München is also putting the emphasis on electric transport in its feet of company ware for a car that is due to go into production vehicles. First of all, a BMW i3 was made available for all employees to use on business trips. in 2021. Tere will probably be a meteorolo- Successful tests of the StreetScooter electric van developed by the Deutsche Post DHL Group gist or two working on the programming. have been carried out for on-site use and the company will now gradually replace the vans on its premises with StreetScooters. Messe München is making its transport solutions electric. ALL-TIME LOW According to Germany’s Federal Employment Agency, 186,800 positions in the fields of IT, natural science, engineering, and mathematics remained unfilled in 2017
MESSE MÜNCHEN MAGAZINE 7 MEGATRENDS
A R E VO LU T I O N IN SPORT
BY KLAUS MERGEL
From old-fashioned physical exercises to an intelligent running-shoe insole: More dramatic progress has been made in sport in recent decades than in almost any other area of society, and these developments have helped to shape our modern world
T hey look as exotic as the frst mountain while in the endurance feld, the marathon, bikes and snowboards did in the early 1980s. once considered a tough discipline, has been And it still causes a sensation when a skate- joined by ultra and wilderness runs over boarder with an electric board appears in an distances of more than 60 miles. Te sports empty parking lot. Or when a surfer on a local industry is benefting from all of this and lake powers through the curves using an elec- becoming a pioneer in the feld of new tech- tric motor, but no waves or wind. Tere is still nologies. From intelligent textiles and electric only a niche market for the electric surfboards mobility to digitalization, innovative trends made by Bavarian company Waterwolf, while are being tested in the sports sector by what by contrast, Evolve, the electric skateboard is still an elite, wealthy target group and are market leader, has already sold 5,000 boards then moving into the mass market. in Europe. Tey travel at a speed of up to 29 Fitness and health are more important miles per hour and in some cases can even go than ever. Physical activity, which was once of-road. Tey are not yet registered for road considered a working-class preserve, now use, but that is probably only a question of stands for success and achievement. Winston time. It seems as if sport is once again ahead Churchill famously said “No sports,” but of society as a whole. nowadays, Canada’s prime minister, Justin For many years, sport has been much Trudeau, poses for photographs during his more than a mere leisure pursuit. It is a morning run. And Heiko Maas, the German TO THE POINT benchmark for social change and for indus- foreign minister, revealed that he competes The right equipment, the right perfor- trial innovation. Tis is truer now than it has in triathlons as a way of demonstrating his mance: sport continues to develop. ever been before. Sport allows people to test political stamina. In the world of corporate Some values, however—such as the their limits and the goalposts are moving. management, too, the distinguished gentle- two-hour point in a marathon—never Skateboards have become electric vehicles, men who exuded an aura of prosperity and seem to change.
MESSE MÜNCHEN MAGAZINE 8
GOING WITH THE FLOW Sur ng an s a e oar ing are long established sports, yet they are also becoming further differentiated. Some boards are now propelled by an electric motor. MEGATRENDS
While work has become less and less physical over recent decades, the body has become valuable capital.
authority have become a thing of the past. become valuable capital. Simply staying fit of the Spaniard Kilian Jornet, son of a moun- Modern managers run marathons. is no longer enough. The aim is to improve tain guide in the Pyrenees and star of the your performance. It began with jogging, ultra running scene. He won the Ultra Trail gyms, and aerobics. Today, the focus is on du Mont Blanc, a 104-mile ultra marathon T he character of sport itself has also self-improvement, and one’s inner approach with an altitude difference of nearly 30,000 changed. The physical exercises of the to life plays a part in this. Today’s social feet, three times before he climbed Everest in postwar years that called to mind military trends, which include the search for meaning 2017. On May 20, he set off at 10 pm local drills were replaced by the fun factor of the and gamification, environmental awareness time from the traditional base camp near the hedonistic 1980s and 1990s, but now sport and mobility, individualization and the event historic Rongbuk Monastery and reached the has become a personal quest for meaning in culture, may seem contradictory. But they summit of the highest mountain on earth, extreme disciplines. People push themselves all promote an interest in sport, and sport in which is 28,029 feet high, 26 hours later, at to their mental and physical limits, even on turn reinforces the trends. midnight, without oxygen or fixed ropes. an amateur level. Marathons, once regarded Electric mobility is just one example. Or the South African Mike Horn, who as a discipline for a few endurance specialists, While electric cars are still a new phenome- journeyed around the equator by hang glider, have growing numbers of participants of non on German roads, sport has made greater paraglider, sailboat, and kayak and circum- every age. The organizers of the Munich progress in this area. Alongside the boom in navigated the Arctic Circle on foot and on marathon are expecting 20,000 runners to electric bikes—600,000 were sold in Germa- skis. The story of Slovenian cyclist Jure Robic take part in 2018. ny in 2016 alone—electric power is becoming is a tragic one. He won the nearly 3,000-mile The highest mountains also belong increasingly important in sports and games. Race Across America five times before being to everyone. In the past, they were the There are already three German manufactur- killed during a training session. preserve of great mountaineers such as Hans ers of electric surfboards, which use a propel- On the other hand, there is mass sport, Kammerlander and Reinhold Messner, but ler motor or a turbine to transport you across which meets the need for individuality and now almost anyone can climb them, thanks to the water. At ISPO 2018, the exhibition for independence, together with the age-old specialist travel companies that organize trips the sports industry, one company put on show longing for a sense of community. The slogan to Mount Kilimanjaro, Mount McKinley, a SUP board (stand-up paddleboard) with an of Waterwolf, the Bavarian manufacturer of and Mount Ararat, for example. They make electric motor. But not only that. It also has a electric surfboards, is “Make your own wave.” mountain climbing possible even for people photovoltaic system to give you full autono- The technology makes it possible. with a visual impairment. Every year, around my. Also on display at the fair were e-scooters, The sense of community, for example 400 mountaineers reach the summit of Mount the Onewheel motorized off-road skateboard, in team sports, is still the most important ar- Everest. A license to conquer the highest which has been lauded by the press as the gument in favor of mass sport. In 2017, 23.79 mountain in the world costs only 9,000 euros. “latest sensation from the land of unlimited million Germans were members of a sports This is an extreme example, but anyone opportunities” (bergwelten.com), and electric club. That’s not only almost 30 percent of the who wants to compete against themselves skateboards from many other manufacturers. population, but also half a million more than does not have to travel to Nepal. These “Since we first came to the event in 2012, we in 1999. days, many men between the ages of 40 and have been joined by around 30 competitors,” Thomas Alkemeyer, a sports psycholo- 50 have a long-distance triathlon on their says Evolve CEO Jens Haffke. gist at the University of Oldenburg, does not bucket list. Pushing yourself to your limit or believe that individual and team sports are achieving a personal best: This approach to “in competition with one another.” He says: sport is quite different from the 1970s, when S port has become more differentiated. “Individuality is undoubtedly a feature of the Germans were happy with fitness trails and On the one hand, there is elite sport, which modern age,” but, he explains, “individualiza- ski gymnastics in front of the television with has an enormous market value and huge tion is primarily taking place in our cities.” Rosi Mittermaier and Christian Neureuther. sponsorship contracts. And then there is In the country, the village soccer club Getty Images (3) While work has become less and less extreme sport, which is always chasing after is still the most important way of bringing
Photos: physical over recent decades, the body has new records and telling new stories. Like that local people together, alongside the volunteer
MESSE MÜNCHEN MAGAZINE 11 MEGATRENDS
I S P O D I G I T I Z E
Tobias Gröber, F I T F O R ISPO exhibition T H E F U T U R E group director fire service, but more and more people are The next generation of athletes: living in cities. This leads to a deep-felt need ISPO Digitize, held for the first time in June, to take part in sport as a counterbalance to will focus exclusively on digitalization work. The consequence is that sports that previously took place primarily in a natural environment have developed urban variants. T he world of work, mobility, and and presentations over an area of around City canals are used for kayaking and stand- media usage: We have known for some 10,000 square feet in January. up paddleboarding, buildings for climbing, time that our future is digital. Tis also Te eye-catching exhibits in the area and parking lots for e-skateboarding. Even applies to the sports industry and all the included the 3D printer from the adidas skiing is possible in cities. Although indoor businesses associated with it. It primarily Speedfactory, which created a completely snow centers are few and far between in afects manufacturers of sports goods and new link to the retail sector; the video and Germany—they can be found in only six lo- clothing and sports retailers, but also trav- scanning carpet analyses from Sportmas cations—in the flatter landscape of the Neth- el companies, ski-lift operators, and com- showing the movements of customers erlands, there are already around 50. Dry ski petition organizers. Everywhere, digital when buying at the point of sale; and slopes, which consist of an endless band made tools are changing the way in which the the software solutions of Lectra, which of mats, manage without snow at all and can diferent players in the industry interact, allowed customers to create their own fit into an area of 750 square feet. in particular with customers. designs on the computer. ISPO Munich has long since What will the ISPO Digitize transformed itself from an international involve? Te organizers will be bringing B ut this type of technology is analog sports fair into a think tank of the future together a number of prominent experts and now almost outdated. One striking for ftness and sports goods. In order to who will share their digital expertise with feature of ISPO 2018 was that sports articles fulfll this role even more efectively, a new visitors over the two-day period. Tis will are becoming smarter from one year to the format of the event will be launched in the help the attendees to bring about a digital next. They allow you to use your body as summer of 2018: the ISPO Digitize. transformation in their own companies. effectively as possible, reduce the risk of Te subject of online shopping is Workshops, round-table discussions, and injury, and increase the efficiency of physical one that bricks-and-mortar retailers are presentations will provide valuable infor- activity. This area of the exhibition is known confronted with on a daily basis. Around mation about the future of the industry. as “Wearables and Devices,” in other words, 36 percent of people who take part in Te ISPO website has a Digital aids to help sportspeople. The “ISPO” Sports sport buy shoes, clothing, and sports Readiness Check which allows anyone Evolution Report 2017 shows that 61 percent equipment over the Internet (“ISPO to assess their company’s digitalization of people who take part in sport have a device Sports Evolution Report 2017”). Surpris- status. Everyone should make the most of of this kind, while 47 percent of people who ingly, the proportion of people who fnd this opportunity, because the status infor- are not active also own one. out about products in stores and then mation and the defcits identifed in the With the technical support of a buy them online is only six percent. In check will make it easier to resolve prob- smartwatch and a fitness tracker, amateur the reverse case, the fgure is 32 percent. lems. At the same time, the participants sportspeople can become experts. By ac- Despite the complaints from retailers, will be helping to determine the content of curately measuring and monitoring your they do have an opportunity if they posi- the ISPO own performance, you can produce perfect tion themselves correctly and respond to Digitize, because the overall results will training plans. You can identify when you customers’ growing needs. be incorporated into the planning process need new incentives and when some recovery Companies must prepare themselves for the event. time is required. Sequences of movements can to make efcient use of the potential for be improved, for example using a golf club growth presented by the digital trans- with sensors. This makes it easy for anyone to formation. ISPO Munich 2018 gave a ISPO DIGITIZE optimize their physical performance. foretaste of this. “Te ISPO Digitize area is a new event format devoted to the ra lu In 2016, more than 150 million digital was a kick-of for our ISPO Digitize at the digital future of the sports industry. Portrait: training aids of this kind were sold world- end of June,” says Tobias Gröber, ISPO From the very beginning, ISPO will wide. Heart rate monitors, which have been exhibition group director. Te event has be part of this digital transition. on the market for 35 years, are still the most found itself some prominent partners. June 28–29, 2018, ICM – International Infographics | common type of device. But as well as mea- adidas, Lectra, foursource, and Sportmas Congress Center in Munich. on inues on age put on show new concepts, technologies, Find out more at www.ispo.com Infographic:
MESSE MÜNCHEN MAGAZINE 12 Old-fashioned physical exercise routines and fitness trails INTEREST IN have been replaced by the man-machine. Our bodies have * become capital to be exploited and the sports industry ELECTRONIC DEVICES SPORT 4.0 take part in sport do not take part in sport is setting the pace. Higher, faster, further. It’s a genuine growth business. This illustration shows a world on the move. *In Germany, Austria and Switzerland in 2016
Drone TOP COMPANIES IN THE WEARABLES MARKET 7 % in millions of items sold 2016 2017 7 % GoPro 22.5 18 % 17 % 17.7 15.7 15.7 15.4 11.3 6.3 6.3 4.9 2.1 Chest strap 61 % 47 % Apple Xiaomi Garmin Fossil
THE FUTURE OF WEARABLES UP TO 2021 Chest strap in millions of items sold 43 % Wristwear Smartwear Eyewear 38 %
Smartwatch
Smart bra Other 5 % 6 %
2015 2017 2019* 2021* HEART RATE PER MINUTE Wristwear 71.5 119 123.5 213.2 Te ftter the person, the slower Smartwear 60-80 average resting heart rate 0.4 3.3 8.4 21.6 their heart beats, because it can use Eyewear 0.1 1.6 9.7 4 more power to pump the blood.
*Forecast 28 140 Smart shoe Resting heart rate of Spanish former professional cyclist Miguel Induráin Average heart rate of a runner in the Badwater Ultramarathon ... 28 during his competitive career. Life-threatening for those who are unft. 140 in Death Valley. One of the toughest in the world. 1 min.
DO YOU USE ELECTRONIC IF SO, WHICH? WHERE DID YOU MOST RECENTLY BUY A DEVICE? take part in sport do not take part in sport DEVICES FOR SPORT? 28 % 6 % 4 % 4 % 4 % 37 % 29 % 17 % 13 % 7 % 4 % Sports store Brand store Specialist retailer Department store Discounter 25 % 5 % 2 % 7 % 5 % 40 % 60 % No Yes 19 % 9 % 4 % 4 % 4 % Amazon Online store Ebay Manufacturer website Mail order Smartphone Pulse monitor Step/ MP3 player Action camera Conventional calorie counter cell phone Online 18 % 8 % 6 % 2 % 4 %
Sources: ISPO Sports Evolution Report (ISPO Messe M nchen S a is a i i e ia Credits: Infographics MESSE MÜNCHEN MAGAZINE ON A HIGH i h ve million mem ers, he erman mnas ic Fe era ion is, a er he Foo all Associa ion, he secon larges s or s clu in erman Bu g mnas ics o a has li le o o i h he s or as i as envisage he a her o g mnas ics, Frie rich ahn MEGATRENDS
» Sports laboratories have always worked toward improving physical performance and have tried out technologies that would have been disregarded in other fields. «
MAS A K M , S S S S suring your heart beat, they offer a number also introducing trendsetting innovations in of a competitive discipline. The annual Dirt of other features and no longer require an the field of functional clothing with mem- Track championship has been held every year irritating chest strap. brane materials that have been developed since 2014 in the German town of Hassloch. to meet a need. Fabrics for everyday clothes There is even a world cup competition. must look good and wear well. In sport, the Once again, a sporting innovation T he intelligent insole produced by French combination of sweat and cold outdoor tem- has developed into a completely new type manufacturer Digitsole can provide inter- peratures brings quite different requirements. of sport, in the same way as the mountain esting performance data. This includes the The sports psychologist Thomas Alke- bike, which came to Germany from the USA number of steps, calorie consumption, and meyer goes one step further. “Sports labora- in the 1980s. Mountain biking has been an distance covered for runners and efficiency tories have always worked toward improving Olympic sport since 1996. Another similar and riding style for cyclists. All the data is physical performance and have tried out tech- phenomenon is the snowboard, which is now sent via Bluetooth to an end device. The nologies that would have been disregarded a familiar feature on the ski slopes. SUP is a insole also includes a thermostat that allows in other fields.” On the other hand, we live relatively new development. The inflatable for individually controlled heating. in an “age of breathtaking innovation.” “The SUP board, which can be deflated and easily Digitalization has also brought a development cycles are becoming shorter,” transported in a car, has led many people to number of benefits for indoor sports. Kettler, says the researcher, “which is probably why move away from bulky windsurfing boards. which has an annual turnover of around 145 this is so noticeable.” The question is, what makes different million euros and is far from being a start-up, types of sports popular? In cycle racing, has turned the exercise bike into a virtual which was already popular before Jan Ullrich experience. In the past, grinding away on a I t’s a different playing field. Products that won the Tour de France in 1997, the trend clunky bike of this kind was not a particular- in other areas of life would still be undergoing has survived the downfall of the star and ly pleasant experience. Today’s indoor bikes testing and overcoming obstacles have already has developed further into a mass sport. For from the “Racer” range are the equivalent of proved their value in the sports world. This is example, there are now cyclocross and gravel modern road bikes. They are almost silent. In true of electric mobility. “Our customers buy bikes, which are similar to earlier off-road addition, Kettler’s own Kettmaps app guides the products for use in sport and discover that models. Technology plays a major role in this riders on a tablet through a tour of the Pyre- they’re a great way of getting around. It’s more area, too. Gear-shifting and brake systems are nees or up the legendary L’Alpe d’Huez stage. difficult to find that out about a car which becoming lighter and more accurate, while Cyclists can upload their own videos of routes weighs a couple of tons and is significantly carbon has long since replaced aluminum as and measure themselves against other riders. more expensive,” says Evolve CEO Haffke. the most popular material for frames. It goes without saying that the app is also E-skateboards are not yet allowed on However, it is important for a new sport available for treadmills and rowing machines. German roads, because it isn’t possible to in- to prove itself. Not all trends are long-lasting. You don’t even need an exercise bike. sure them. But the government has committed One example is longboards, the cool skate- Instead, Zwift software is very popular with to promoting electric transport. In 2016, the boards that became a mainstream phenom- cyclists. Using the smart turbo trainer, which German parliament called on the government enon. They disappeared after only two years has pedaling frequency and speed sensors, to introduce the necessary legislation. Haffke or so. Rollerblades were hugely popular only you can take part in virtual races with friends is convinced that “they will be made legal, a few years ago, with “blade nights” involving at any time of the day or night. Gamification probably with a top speed of 25 kilometers thousands of skaters bringing cities to a stand- comes to performance sport. [16 mph] per hour. The government doesn’t still on a regular basis. The skates are now The sports industry picks up on all the want to turn people into criminals.” These stuffed into the back of cupboards. However, latest trends and this is by no means a new small devices would be an easy way of in- it is in the large cities that the new trends phenomenon. For example, the studded soc- troducing electric transport onto Germany’s develop. Stand-up paddleboarding, previously cer shoe developed by Adi Dassler is still seen roads. seen only on lakes and rivers, is becoming as the secret star of the “Miracle of Bern,” the Although our city streets are still full of popular in Paris, Berlin, and Hamburg. In German soccer team’s victory in the World cars and not e-skateboards, the boards have Berlin, you can rent a board and paddle down Cup nearly 70 years ago. The sports sector is played a role in sport for some years as part the Spree River. There are rental centers all
on inues on age
M SS M MA A 14 AT ONE STROKE n , Samuel ro h as recor e as having the fastest serve in tennis, a m h he omen s recor is hel erman la er Sa ine isic i, a m h
ONWARDS AND UPWARDS Despite all the doping scandals surround- ing it, cycling is an established sport that continues to evolve. Examples range from he elec ric i e or ensioners o he ultralight bicycle. MEGATRENDS
HEALTH
G E N E R AT I O N SOFA
A lower life expectancy is being predicted for the younger generation. We look at their lack of exercise and how the problem can be resolved
T he things that are making us ill look natives, in other words—will be the frst » quite harmless. Some are made of wood, generation whose life expectancy is likely E v e r y h o u r s p e n t others of metal, many are upholstered. Te to fall, despite the availability of better culprits were originally designed to help medical care. James Levine from the s i t t i n g r e d u c e s us relax, by allowing us to put our behinds Mayo Clinic at Arizona State University o u r l i f e e x p e c t a n c y on them: We are talking about sofas. has come up with a terrifying calculation: “Sitting is a slow death,” says sports Every hour spent sitting reduces our life b y t w o h o u r s . scientist Gerhard Huber from the Univer- expectancy by two hours. By comparison, B y c o m p a r i s o n , sity of Heidelberg, whose presentation at every cigarette reduces it by 11 minutes. ISPO 2018, the exhibition for the sports It’s not surprising that many researchers e v e r y c i g a r e t t e industry, aroused a great deal of interest say “sitting is the new smoking.” reduces it by among the audience. Te health-related consequences of a lack of exercise only 11 m i n u t e s . emerge over time: a negative energy W hy is sitting so harmful? Because « balance, which leads to obesity, together movement comes naturally to us. For with vascular diseases, impaired bone millennia, a shortage of food forced people JAMES LEVINE, MAYO CLINIC metabolism, and the inability to inhibit to walk and to hunt. Tey had to use infammation, which has an impact on a muscle power to build shelters to protect number of medical conditions. themselves from the weather. It sounds Particularly alarming is the fact like hard work, but it keeps you ft. It gets that this applies primarily to children and the heart and the circulation functioning, young people. Huber calls them “Gener- the internal organs and other parts of the ation S.” Te many hours they spend on body receive a good supply of blood, and their computers, in front of the television, the joints stay agile. on the way to school in “mom’s taxi,” Huber recommends integrating sitting at their school desks, and bent activity into your everyday life. Climb the over their smartphones on the way home stairs instead of riding in the elevator. It all add up to a lack of physical activity. takes a few minutes more, but it makes “Our sedentary lifestyle is the price of our you ftter. Try cycling to school or work, progress,” says Huber. which is an enjoyable activity. Doing a few In his study, Huber investigated exercises in the bathroom or in front of the almost 4,400 children and young people television in the morning is better than between the ages of four and 20. Te nothing. It’s also preferable to take a small results show that they spend on average amount of exercise regularly, instead of eight to 11 hours a day sitting down. training for a long period and then feeling Including in their spare time. In total that exhausted and demotivated. is almost 70 percent of their waking hours. Tis is an important issue that is “Unfortunately, what’s happening on the now attracting more attention in the screen is always more interesting than the media and in society as a whole, including real world,” says Huber sadly. the sports industry. An increasingly large Huber is not alone in warning of area has been devoted to health and ftness potential danger. Scientists are predicting at ISPO over recent years and it now flls more visitors than we might have suspect- that the younger generation in industrial more than one building. Current trends in ed in the past. People are putting an in- countries, who have grown up with com- sport such as wearables, running, urban creasing emphasis on health to counteract puters, smartphones, and tablets—digital ftness, and body and mind appeal to far the problems caused by sitting.
MESSE MÜNCHEN MAGAZINE 16 THIN AIR hile i esur ng has gone rom eing a trendy sport to a sport for the masses, other disciplines, such as soccer, have enjoyed the same popularity for decades. TRANQUILITY AND STRENGTH Yoga is all about controling your body— an i s a ou min ulness Sociologis s al a ou he in ernal e ec on he o MEGATRENDS
Consumers are becoming more demanding. In the adidas Speedfactory in the German town of Ansbach, sports shoes are being produced with a 3D printing process.
along the river as far as Lake Wannsee. The beechwood and costs the not insubstantial doubled since 2002 to 330 million euros. FIFA Nautic SUP Paris Crossing is the largest inter- sum of 369 euros.Intensity, awareness, and funds this from the fees for broadcasting rights. national SUP competition, with around 600 mindfulness: The demands are changing and In 2018, the two German television stations participants. It is held in December every year resulting in new approaches, from reduced ARD and ZDF will pay 218 million euros for in France’s capital. yoga to the extreme experience of an ultra the rights to show World Cup games. run. Sustainability has become an important Sports goods manufacturers earn their sales tool, in particular in the high-quality money from both mass and elite sport. Nike’s M any trends flourish without heroes or premium segment. Manufacturers of outdoor turnover in 2016 amounted to more than 30 new equipment. Pilates and yoga are good ex- clothing are highlighting their corporate billion euros. But consumers are becoming amples. They have long since replaced the fit- social and environmental responsibility, be- more demanding and expecting shorter ness movements of the 1980s, such as aerobics cause this is where they see the demand. The development cycles and a perfect fit. In the and bodybuilding. Gentle, healthy forms of developments in high-tech fibers in terms adidas Speedfactory in the German town of exercise, which do not put any strain on the of weight reduction and breathability have Ansbach, sports shoes are being produced joints, are needed, not tough, impact-based to a certain extent reached their limits, but using a 3D printing process, a concept that training. Techniques from sports physiothera- now wool has been rediscovered as a natural aroused a great deal of interest at ISPO. py, including fascia training, for example, are fiber and manufacturers are supporting small In the past, it took 18 months between moving into fitness courses. Alongside health producers in development projects. the initial design and the shoe reaching the considerations, diet and mindfulness are also shelf in the store. In future, only a few hours growing in importance. will be needed. Customers can create the This is in part because sport has become T here are also considerable incentives for design at home on their computers. The shoes a philosophy which involves a certain attitude, key German industries. The fibers used to will no longer have to be transported for weeks as well as physical fitness and fun. Sports make clothing have to be spun and woven and by ship, causing significant environmental psychologist Thomas Alkemeyer believes that shoes need soles. All of these processes require damage. At the same time, the digital trans- people fall into two camps. In one, they focus machines. The machine manufacturer Desma, formation is creating new jobs in Germany, on the appearance that can be achieved by for example, is fully committed to Industry not for sewing machinists or shoemakers, but taking part in sport: having a presentable body. 4.0. Its computer-controlled, fully automated for IT specialists and customer service agents. “In the other, it is more about the internal soling machines produce sports shoes in a adidas’ competitor Nike is also investing in effect and this is where mindfulness is more number of countries using low-noise and computer-aided design and 3D modeling. important.” He believes that this phenomenon low-emission processes. The company’s goal is And what about the retailers? If they do is limited to “the educated classes in an urban for its machines to produce shoes at short no- not move into the digital world, they will go environment where there is a greater emphasis tice in a size, design, and color that match the under. But Forecasts show that bricks-and- on physical activity and health.” individual requirements sent in by customers mortar retailers who offer a more individual Yoga, which 20 years ago was regarded from their smartphones. Desma’s experience customer service and a special shopping with skepticism as a form of meditation per- shows that it is on the right track. In 2015 experience involving virtual reality will be formed by Indian gurus, is now an important alone, it sold 428 injection molding machines the winners. Stores are already experimenting means of relaxation for city dwellers. It is no with a value of around 80 million euros. with interactive changing rooms, because not longer purely the domain of women. Many The most striking changes in financial everyone wants to buy their running shoes world-class soccer players use yoga to stay terms involve the sportspeople. While Franz online. Instead they value the expertise of the supple. Yoga has also given rise to additional Beckenbauer earned 400 deutschmarks a salesclerks at the point of sale. Because that’s equipment that allows users to integrate it into month in his early years as a professional soccer ultimately what it’s all about. The shoes must their everyday lives. The yoga board made player and Gerd Müller worked part-time not rub when you’re running a marathon and by Strobel & Walter, for example, introduces in a furniture store at the start of his career, must help you show what you can achieve. mage ro er, ulls ein il , e mages, lain ic ure, S ho o, mages mage ro er, instability to work the deeper muscles. It nowadays Cristiano Ronaldo is paid 21 million Even with the best material in the world, you
Photos: is manufactured in Würzburg from local euros a year. The World Cup prize money has can’t run well with blisters on your feet.
MESSE MÜNCHEN MAGAZINE 19 PEOPLE
M A N A N D M AC H I N E
MODERATED BY: STEFAN SCHMORTTE AND FLORIAN SEVERIN PHOTOS: ROBERT BREMBECK
One of our interviewees develops computers that can think, the other prefers to rely on his gut feeling in his profession. We spoke to Sandra Hirche, professor of information-oriented control, and Michelin-starred chef Tohru Nakamura about artificial intelligence, the virtues of man and machine–and why robots might also have a bad day
MM | Sandra Hirche, be honest. How your father comes from, Tohru, a service often have you looked at your phone this robot called Pepper has recently begun morning? working as a waiter in a restaurant. HIRCHE | I’ve looked at it a lot. At least NAKAMURA | People in Japan are very open 20 times. It just shows that no one can man- to new technologies and to robots. But I age without these devices anymore. don’t think a robot like this can replace the communication, the feel, and the conversa- MM | Tohru Nakamura, which would you be tion that, alongside the food, are essential more prepared to give up? Your smartphone features of a meal in a restaurant. In future, or your gourmet thermometer for cooking we need to ensure we preserve some areas the perfect roast? that are not defined by machines. NAKAMURA | Definitely the thermometer, because as a chef, I have to be able to tell MM | So that waiters continue to receivetips? how well a piece of meat is cooked in other NAKAMURA | It would definitely only be a ways. But I wouldn’t want to give up my case of programming the service robot to ac- smartphone either. Nowadays, we’re all cept tips, even though tipping isn’t common slaves to our devices. It’s always really no- practice in Japan. I just don’t know whether ticeable when I deliberately put my smart machines would ever have the finesse phone away while I’m on vacation and to recommend the best wine to accompany a enjoy the feeling of relaxation which that specific dish. brings. MM | The management consultants at MM | The smartphone is a relatively harmless McKinsey predict that half of all work will example of the way in which our world has be carried out by robots by 2055. What will become more high-tech. In Japan, where be left for people to do, Sandra?
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PEOPLE
carefully about this so that we don’t end up sitting in an empty room somewhere, twid- dling our thumbs, and not knowing what to do. We are currently defning the boundaries of machines’ activities in the future. We must not miss out on the opportunity to lay down these limits.
MM | Deep learning has enabled systems based on artifcial intelligence to become even smarter. How do machines learn, Sandra? HIRCHE | By training. For example, you show the system millions of images of cats and this makes it possible for the system to identify a cat in a picture. Tat’s down to an algorithm which runs in the background and is noth- ing like a human brain. My young son only needs three examples to be able to distinguish between a dog and a cat, but the machine has to be shown millions of images. In principle, it simply reproduces the information it has been given in the past. NAKAMURA | Tat is perhaps the key diference between people and machines. We learn something and despite that, we can decide to take a diferent course in future. We can choose to try something diferent and surprise a guest with a new culinary creation, for instance. Another example might be a HIRCHE | It’s clear that automation and painter who adopts an entirely diferent style THE MACHINE ARTIST artifcial intelligence will bring about major from the one he used 30 years ago. I don’t Sandra Hirche, born in 1974, is a changes in the world of work. We are know whether machines will ever be able to renowned researcher in the fields of developing these machines to make our lives do that. Whether they’ll be able to say “No,” systems control and robotics. She more comfortable and … to deliberately make a decision that conficts concentrates on haptic assistance in with their experience, or to take a risk that robotics and on control systems in which MM | ... in the end, we won’t have anymore could turn out to be a mistake. man and machine interact. She began her work to do? HIRCHE | Tat’s precisely where the major academic career at the Technical HIRCHE | Not all work is enjoyable. We are challenge lies: whether we will succeed in University in Berlin. Following stints in not creating these machines to make people incorporating creativity into an algorithm in Tokyo and Australia, she has been a redundant, but to help with their decisions future. As things currently stand, machines professor of information-oriented control and work processes. Tat’s my vision of are not able to match the achievements of at the Technical University in Munich artifcial intelligence: machines as assistance human geniuses. since 2013. systems. MM | But in the past, a machine was able MM | Robots are already a permanent feature to beat Garry Kasparov at chess and, more of our factories. Now, they are starting to recently, even the current Go world cham- invade our ofces as well, because they can do pion. Go is a strategy game that’s so compli- the jobs of fund managers and attorneys. cated it makes chess look like an improved Is this progress? version of Ludo. NAKAMURA | Te question is, of course, HIRCHE | Tat’s true, but the machine ulti- how we will defne work in future. It’s not just mately won only as a result of a huge amount to do with the tasks that we carry out. Work of computing power. Another example is the is all about self-esteem. What do you do for a trailer for the science-fction movie Morgan last living? is one of the frst questions that we ask year, which was the frst trailer in the history of someone we are just getting to know. Work flm to be developed and edited independently gives our lives meaning. We need to think by a computer. But in this case, IBM’s Watson
MESSE MÜNCHEN MAGAZINE 22 PEOPLE
» I n f u t u r e , w e n e e d t o c r e a t e a r e a s t h a t a r e n o t d e f i n e d by machines. «
T O H R U N A K A M U R A
computer simply analyzed what had been suc- cessful and had gone down well with audiences in the past. Tat’s creativity at a very low level. Lateral thinking, which allows humans to fnd inspiration in a wide variety of areas, is still very difcult for machines to replicate.
MM | But machines can work with absolute precision. Tat must be very important in your profession, Tohru? NAKAMURA | Of course, we need clearly defned processes and rules to prepare food at our level. Everything must run smoothly. But never get as far as the guest in the restaurant. in addition to all the technology that we use But mistakes can happen in top kitchens just THE KITCHEN ARTIST in top-level cuisine, team spirit is also very as they can anywhere else. And then you get Tohru Nakamura, 34, has been the head important. I fnd it very difcult to imagine annoyed and do everything possible not to chef at Geisels Werneckhof in Munich a robot working alongside us and doing the make the same mistake again. since 2013. As the son of a Japanese same tasks. How can we create a team con- father and a German mother, he fuses sisting of a person and a machine? Or from a MM | Do machines also get annoyed, Asian and European cuisine and is more practical perspective, what should we do Sandra? regarded as one of the leading chefs in with Pepper, our service robot, on our team HIRCHE | You can program a robot so that Germany. In 2016, his artistry was reward- outing? Should we take it with us? it constantly tries to receive praise. If that ed with a second Michelin star. He is one doesn’t happen, the robot gets annoyed, not of only five chefs in Munich to hold two MM | It could at least go and get the car. in a human way but in an algorithmic way. It stars. NAKAMURA | Tat’s a good idea, but would gets a smack on the hand, so to speak, when we be able to accept Pepper as a member of it makes a mistake. our team? I think that the more intelligent these systems become, the more we need to MM | Mistakes waste time and cost money. ask ourselves how we intend to integrate them Wouldn’t it be wonderful if in future we into society. Precision is all very well, but could make fewer mistakes in the highly this is where the human factor, the ability to efcient world of business? constantly question or be critical of oneself, to NAKAMURA | But we would also have to have a bad day, or to make a mistake, falls by spend money on psychiatrists to treat us the wayside. because our nerves would be utterly ruined [he laughs]. I’m certain that none of us would MM | Are mistakes a positive thing? like to live in a world where there were no NAKAMURA | Of course, mistakes should mistakes.
MESSE MÜNCHEN MAGAZINE 23 » T h e c h a l l e n g e i s w h e t h e r w e w i l l s u c c e e d i n i n c o r p o r a t i n g c r e a t i v i t y i n t o a n algorithm in future. «
S A N D R A H I R C H E
MM | But? HIRCHE | Perfection and efciency have a place in our society. But we would not want to give up what is genuinely human, which includes creativity and empathy, but also our mistakes. Tey are part of our fundamental nature.
MM | Technology fans are predicting that this is precisely why people will become increasingly superfluous and will simply be there to facilitate an evolution that has the ultimate goal of creating an artificial super-intelligence. Are the machines likely to dominate us as they do in many science- really amazed by the quality and by how because I would always be aware that it was a fiction movies? realistically things can be represented. programmed machine ... HIRCHE | I don’t believe in a future But we are in a position to decide for our- NAKAMURA | ... you could have where people become slaves to machines. We selves how far we want these developments diferent models: empathetic or sporty, for will always be in a position to pull to go. example. the plug. Te question is also whether we MM | Perhaps as far as the humanoid robots HIRCHE | [she laughs] Tat would be a really want a world like that. Smartphones in Hollywood movies that we will fall in love possibility. But seriously, it’s amazing how a weren’t developed to encourage social with? wink from a machine can give rise to feelings isolation, but to improve communication. HIRCHE | We defnitely won’t be falling in humans. Personally, I think that these Te situation with artifcial intelligence is in love with machines, but experiments have robot dolls are not worth working on. But similar. It has advantages and disadvantages, been carried out that show that people can the humanization of technology that we’re which is why we need to think very carefully have emotional relationships with machines. now seeing is perhaps part of the very nature now about the extent to which we want to For example, a small cuddly seal robot called of things, because humans prefer to interact make use of this technology … Paro has been developed in Japan to help with other humans. NAKAMURA | ... and who will be in autistic children to respond to touch and to control of these things. We have made huge make social contacts. MM | Tis seems to be working the other technological progress in the last ten or way around, too. Top Paralympic athletes 20 years. MM | So perhaps the perfect wife or husband with their high-tech prostheses are jumping HIRCHE | Tat’s very true. I recently isn’t so far away? higher and further than ever before. Are tried an augmented reality headset and was HIRCHE | I can’t imagine that happening, people and machines merging together?
MESSE MÜNCHEN MAGAZINE 24 PEOPLE
that optimizing the human body will be the HIRCHE | An all-round domestic assistant, greatest revolution since the beginning of life but that’s a long way off. on our planet. Is this revolution desirable? NAKAMURA | I’d like a washing system that NAKAMURA | Desires can change and are magically washes my dirty clothes, irons them, always a question of how you are personally and puts them back in the cupboard just where influenced by a situation. If there is a possi- I want them. bility that you will lose a loved one, you will HIRCHE | My all-round domestic machine make a different judgment from someone would, of course, be able to do that, too. who is unaffected. HIRCHE | If I have health problems in MM | What about cooking? 30 or 40 years’ time, I will be very grateful HIRCHE | I’m more than happy to leave that for help of this kind and I will defnitely to top chefs like Tohru Nakamura. make use of it. In societal terms, we need to ask ourselves whether we want this opti- mized superhuman or whether we’d prefer to go on living with our individual diferences, including our problems. NAKAMURA | I think we run the risk of rais- ing the standard of what is normal even higher because of the technology available to us. That could increasingly lead HIRCHE | We could see this sort of symbi- to people being penalized. For example, osis in future and not only at the top levels if health insurance is made dependent on of sport. An artificial pancreas is already people’s lifestyles in future, that would have available for diabetics that automatically a kind of conditioning effect. If you’re a measures their blood sugar and uses an non-smoker and take regular exercise, you’d insulin pump to maintain the right balance. pay less. We can use machines to replace functions that we have lost. In future, they may even MM | In China this vision will soon become be able to improve human bodies in the reality. By 2020, the Chinese state aims to same way. have recorded data about all its citizens, NAKAMURA | We have been doing this for from top to toe, so to speak. People who centuries with spectacles. One interesting behave well will benefit from this, while question is how we will define the normal people who misbehave will be investigated. condition of the human body in future. Will Would you provide your data for a system it still be OK if one arm is two millimeters like this? longer than the other? Do I have to have HIRCHE | Only if it helped improve my 20/20 vision or is it acceptable if my sight life. I’m happy to make my location data isn’t quite as good as that? available to Google, because it allows HIRCHE | We will begin by offering tech- me to avoid the next traffic jam. If I can nical solutions to compensate for missing benefit in medical terms, I’d be prepared functions. It is hard to say today where this to provide my health records, because this is likely to end. could make it easier to identify symptoms NAKAMURA | I just hope we’ll have the and prescribe the right medication and opportunity to get used to these things grad- other treatments. It’s simply a question ually. The merging of humans and machines of what I get out of it in each individual certainly won’t happen overnight. In the case ... SUMMIT MEETING IN THE ATELIER ROSA, MUNICH same way as with self-driving vehicles, the NAKAMURA | ... and who will have access German sculptor Hermann Rosa worked from 1960 developments will happen slowly. There will to my data in future. The progress that we onward in the studio that he built himself. The building be initial tests, road trials, and then routes can make as a result of our technological is a unique feature of the German architectural land- that will be approved. We need a step-by- achievements is a positive development, but scape and the perfect setting for a discussion about step approach. only if it is democratic. human crea ivi an ar i cial in elligence From le to right: Sandra Hirche, Stefan Schmortte, Florian MM | In his worldwide bestseller Homo Deus, MM | What sort of machine with artificial Severin, and Tohru Nakamura the Israeli historian Yuval Noah Harari writes intelligence would you like to have?
MESSE MÜNCHEN MAGAZINE 25 PEOPLE
T H E TAST E OF TOMORROW
BY MICHAEL MOORSTEDT
Against the background of a growing world population and increasing demand for sustainability, pioneering businesspeople are developing the foodstuffs of the future. Their aim is to use the latest technology to produce food that will feed the world, but is not mass-produced
S taf and students at the Massachusetts think about food. How and, even more Institute of Technology (MIT) know all there importantly, what will we be eating in the is to know about the digital world. But future? Because the way in which we produce alongside the supercomputers, one of the most all our food today, from fsh and meat to fruit exciting projects at the elite American universi- and vegetables, has one thing in common: ty is a farm, and Caleb Harper is the young inefciency. Already more than half of the man in charge of it. He does not look as if he world’s population lives in cities and, by 2050, gets his hands dirty very often. You’re more more than six billion people will be city likely to fnd him at futuristic trade fairs than dwellers. In order to alleviate growing world out in the felds, and his work is based on bits hunger, agricultural productivity will have to and bytes, rather than farmers’ sayings. “What increase by 50 percent in future, according to if we could create our own climate?” he asks. the UN Food and Agriculture Organization. “It would give us completely new opportunities Purple LEDs replace sunlight and for producing food.” mineral wool soaked in a nutrient solution Te members of Harper’s team call their replaces soil–on a city farm, the romance of the test beds “tree computer” and “food server”. countryside is sadly lacking. But the carefully Every plant is monitored closely using a variety controlled atmosphere means that no pesticides of sensors. “We can check what they taste and are needed. Te high-tech farm has long since smell like, how fast they are growing, and how moved from Harper’s lab into the cities of much water they are consuming, regardless of Germany. In Hamburg, Isabel von Molitor and their geographical location.” Caleb Harper and Mark Korzilius, the co-founders of Vapiano his colleagues regulate the temperature, ambient restaurants, are running one of these modern humidity, and concentrations of carbon dioxide farms in a brick-built warehouse. Korzilius now and oxygen down to the nearest decimal place, sells home-grown herbs instead of the Italian from sowing right through to harvest. lifestyle. In Berlin, the agricultural start-up ECF Te digital farm at MIT is just one of Farmsystems has set up an aquaponics unit many ideas that call into question the way we between the ring road and fast food restau-
MESSE MÜNCHEN MAGAZINE 26 MICROCLIMATE Vegetables and let- tuce are grown under optimal conditions at the fully digitalized
Chris Crisman farm at MIT Photo: GREEN GOLD Isabel von Molitor, founder of Farmers Cut, with the fruits of her business idea
can’t resolve is the meat on our plates. Together with the energy industry and transport, conventional meat production is one of the main threats to our global climate. Huge quantities of water are used and vast areas of forest are destroyed to grow feedstuf for livestock. In addition, the animals emit
large volumes of the climate gases CO2 and methane. “Only a move away from meat will save us,” says Godo Röben, managing director of the food company Rügenwalder Mühle. Traditional meat producers and food start-ups with eye-catching names, such as Beyond Meat and Finless Foods, are working to develop omelets containing no eggs, burgers containing no beef, and sushi containing no tuna. Te meatless revolution is backed by millions of dollars of risk capital. Food giants such as Oetker and Nestlé are establishing start-up incubators, with Bill Gates and Google co-founder Sergey Brin among the investors. All of a sudden, some of the glamour of Silicon rants, where it combines vegetable growing and nearly 100 feet below the streets of London. Valley has rubbed of onto vegetarian and even fsh farming in a highly efcient cycle. Te Of course, the amounts of food being vegan food. waste products from the fsh are used to fertilize produced are not large enough to come the plants. And both the fsh and the vegetables anywhere near to resolving the global hunger end up on the plate. To the uninitiated palate, problem. For example, the facility in Berlin tomatoes from the vegetable factory are hard to has an output of a few dozen tons per year. C loser to everyday life, because they are distinguish from organic produce. Tis is why city farms need to grow upwards already available in the chiller cabinet of every “What we are doing is importing water over several stories. A vertical farm covering an supermarket, are meat substitutes made from from Morocco,” says Nicolas Leschke, one of area of two and a half acres could produce ten soya or protein-rich lupine beans. At the other the founders of ECF, describing the complex times as much food as a feld of the same size. end of the development spectrum is the logistics systems of the globalized agricultural In addition, vegetables grown in a closed cycle in-vitro burger, which is produced from stem industry, where vegetables are grown in sunny use up to 90 percent less water and two-thirds cell cultures grown in bioreactors. Te process regions with a shortage of water, like Morocco, less fertilizer than conventional agricultural is still too expensive for mass production, and then transported thousands of miles to the systems. however, one thing is certain: Not only the end consumers. Why grow tomatoes, cucum- Although their methods difer consider- ingredients of what we eat will be changing, bers, and lettuce in Spain and Morocco, when ably, the new city farmers have the same goals but also the way we prepare our food. “What it’s possible to cultivate them in Berlin or as the organic movement: sustainable and kinds of protein-rich, tasty, strange, and rather Hamburg? Both businesses supply their locally produced. Organic food has become a unusual dishes can you imagine?” asks Koert produce to trendy restaurants and to the mass trend in recent years. In Germany alone, van Mensvoort, director of the Dutch supermarkets around the corner. consumers spend almost ten billion euros every technology think tank Next Nature Network. year on organic produce. It’s no surprise. A By way of preparation, he has already written study entitled “How Germany Will Be Eating his own in-vitro cookbook containing a few in 2030” shows that the majority of the dozen speculative recipes: knitted steak, V egetables are also being grown in other population feels that “resource-efcient food in 3D printed bone marrow eggs, and meat ice cities, for example on the roofs of buildings in a value-oriented society” is the most important cream. Mensvoort is certain that the future Farmers Cut
New York and in a former air raid shelter consideration. One problem that city farming will taste delicious. ■ Photo:
MESSE MÜNCHEN MAGAZINE 28 A Symbiosis of Style and Technology.
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OUTDOOR COMMAND CONTROL
W E L C O M E DIGITALIZATION: OPPORTUNITIES O U T D O O R ! AND DATA PROTECTION
For decades ISPO in Munich has been D igitalization is a key trend in the world of business and in society as a whole. It afects the most important exhibition for the sports all areas of our lives and opens up huge opportunities, but is also accompanied by risks. industry. As the world’s leading sports fair, it It is changing the traditional way in which trade fairs are held. Messe München’s digital has the best connections in the sector and flls transformation is already underway. It is counteracting the risks of digitalization with its new all the buildings at Messe München. It ofers Command Control event, a European summit on the theme of cybersecurity. Te innovative exhibitors service packages that go far beyond concept demonstrates that cybersecurity is defnitely no longer the sole preserve of the IT the event itself and bring benefts throughout department, but also has an impact on top managers in particular. Te global success of Messe the year, including ispo.com, ISPO Open In- München has been recognized by the world’s largest trade and communication platform for novation, ISPO Brandnew, ISPO Academy, and businesses, the Chinese Alibaba Group with its B2C portal Tmall. Alibaba and ISPO are plan- a range of digital oferings. Now it is becoming ning a strategic cooperation which involves Tmall ofering more than 4000 ISPO customers even bigger. Te members of the European the opportunity to gain access to 488 million consumers on the Alibaba platforms and to be a Outdoor Group (EOG) have voted with a part of this rapidly growing market for the sports industry. two-thirds majority to move the OutDoor Digitalization is also the theme of the Innovation Journey. Tis concept was developed trade fair from Friedrichshafen to Munich in cooperation with SZ Scala and was launched in 2017 at Bits & Pretzels, the conference for from 2019 onwards. founders and start-ups. It is a mobile think tank for entrepreneurs and achievers who are open Messe München has almost 50 years’ to unconventional ideas and looking for young start-ups with a pioneering spirit in order to experience in the outdoor activity and sports enter into collaborations. Te second Innovation Journey in March 2018 led to Austin, Texas, sectors and stages ISPO in Munich, Beijing, where the world’s largest digital conference was taking place and where attendees from all over and Shanghai. Te CEO of Messe München the world took inspiration from the latest trends and technologies. In June the third Innova- Klaus Dittrich is excited about the synergies tion Journey had Automatica as its destination. Its theme was: Embrace the robots! Working ofered by the merger of ISPO and OutDoor. in an automated world. “We believe that OutDoor is the ideal partner Tat is precisely the idea behind the Innovation Journey. It brings the participants to for the ISPO group. Nowadays consumers events where creativity and knowledge are combined with the business models of the future. In take part not just in one sport but in several. selected innovation workshops they come into contact with start-ups, researchers, and original Tis means we need to reinterpret the idea thinkers. During the course of lively discussions the participants develop ideas for the solu- of outdoors that forms part of our concept.” tions of the future and identify how small companies can transform themselves into modern Getty Images Welcome OutDoor! corporate enterprises. Photos:
MESSE MÜNCHEN MAGAZINE 30 CREATORS
LOPEC IFAT BAU
T H E A P P E A L T H E C H A L L E N G E BRIGHT SPOTS OF ELECTRONICS O F C L I M AT E IN BUILDINGS CHANGE
There’s plenty happening on the European H urricanes in the Caribbean, foods in W hat sort of illumination do you want market for wearables, which is growing Houston, heavy rainfall in Germany: global in your new house? Daylight or artifcial every year by around 25 percent. In the past weather disasters turned 2017 into the most light? Where should the light sources be we simply wore a watch on our wrists and expensive year ever for the insurance industry. positioned? Choosing the right lighting perhaps owned a blood pressure gauge, but Tey also caused a growing feeling of alarm design is an increasingly important part of now wearables are gradually making their way among the general public. A total of 72 per- creating the overall concept of a building. into our lives in the form of sensor shirts and cent of Germans are worried about future Te main considerations include controlling GPS running watches that measure health extreme weather conditions and 77 percent the lighting, directing daylight in an appro- and performance data and connect users with are concerned about drinking water security. priate way, using light strips and light domes, their surroundings. Wearable electronics can Scientists believe that the number of extreme designing artifcial light concepts, and pro- even add functions to clothes that would not weather events will increase in future. Te viding sun protection systems. Tese factors be available with any other technology. For key word here is climate change. “Managing are also linked to building automation, which example, the Soundshirt from Cutecircuit climate change and reducing its consequences ranges from elevators to the many and varied allows people with hearing impairments to will be a costly business,” said leading climate options for the automated smart home. feel concerts. Te fabric contains 16 micro- researcher Professor Stefan Rahmstorf from the Te BAU trade fair in Munich will be actuators which turn sounds into vibrations. Potsdam Institute for Climate Impact Research focusing on the subject of light in 2019. Light- You can feel the violins on your arm, for ex- at the IFAT Future Dialog recently. “But not ing will also be sharing a new exhibition space ample, and the drums on your back. Te Hug doing these things will prove to be even more together with smart building solutions, which Shirt™ functions in a similar way. It gently expensive.” will be located in a separate hall. Ultimately squeezes the wearer when someone sends a But what can we do? In May IFAT in these two forward-looking felds belong hug message to the shirt by smartphone. Munich highlighted projects and innovations together. With these new themes, the world’s Te Internet of Everything is also being where huge eforts are being made to safeguard leading trade fair for architecture, materials, implemented using printed electronic devices, resources and achieve environmental targets. and systems will be bigger than ever before. It as you can discover at LOPEC, the leading Te world’s leading fair for environmental tech- will take place from January 14 to 19, 2019 and international event for printed electronics. nologies has been successfully exported to other will fll all 18 buildings at Messe München. Te Tis technology, which is still in its infancy, important markets such as China, India, South additional foor area at BAU is the result of the has plenty of innovations to ofer. Africa, and Turkey. construction of the two new halls C5 and C6.
MESSE MÜNCHEN MAGAZINE 31 CREATORS
»WE WANT T O C O N N E C T PEOPLE«
BY KATARINA BARI AND STEFAN TILLMANN PHOTOS: KONRAD FERSTERER
Monika Dech and Margit Dittrich founded the “Frauen verbinden” (Connecting Women) network. They both realize that many of the discussions we have about gender are no longer necessary. We asked them what women can learn from one another
MM | Monika Dech, you’ve been a member of MARGIT DITTRICH | We take a diferent senior management for many years and a num- approach to problems and are more inclined ber of the world’s leading trade fairs in Munich to be guided by our curiosity. Women need are headed by women, such as the construction to be brave enough to highlight these difer- machinery fair bauma, which in terms of square ences. footage is the largest trade fair in the world. However, many outsiders regard trade fairs as a MM | Let’s be honest: Isn’t the gender balance man’s domain. What’s your reaction to that? much better than it was in the past? MONIKA DECH | Messe München is not DITTRICH | It is the role of women in a male-dominated business. On the contrary, society that has changed. I no longer need more than 60 percent of our employees and to compare myself with men in the same 40 percent of our managers are women. Gender position. Women in management often try has not played a role in my career at Messe to copy men. But it would be a mistake for München. I think it’s important to fnd the Monika, for example, to act in just the same right person for each position at the right time. way as a man on the management team. As an executive coach, I always tell my clients that MM | What can women do better than men in they do not have to behave like a man in order the business world? Or is there ultimately no to be noticed. diference between the sexes, as many feminists maintain? MM | But there are still pay diferences. Do DECH | Women generally put a greater you think that women ask for too little? emphasis on relationships and perhaps have a DITTRICH | It’s true that women don’t sell better feel for how to carry people along with themselves as well as men in relation to their them. Tese are useful qualities in our own performance. But there are also societal modern, sometimes challenging business reasons for the pay gap. We live in a world world and in the era of digitalization. where women have only recently been
MESSE MÜNCHEN MAGAZINE 32 WOMAN POWER The initiative launched by Margit Dittrich (left) and Monika Dech aims to connect and support women CREATORS
DITTRICH | In the past, I would have look attractive or be strong and they can answered yes to the question of whether we even sometimes admit that they can’t do » need a quota or whether there is a glass something. I don’t think I’d be able to behave Digitalization plays ceiling. For a long time, society was not like that if men were around. But actually, I prepared to accept that a woman could hold a didn’t ever want to found a women’s network i n t o w o m e n ’s h a n d s management role. Tat was not because it [she laughs]. It’s just that we keep realizing i n a p r o f e s s i o n a l wouldn’t have been possible, but because our that society hasn’t yet made as much progress mindset didn’t allow for it. Today, women are as we would like. context. even turning down management positions. « And that may simply be because the company MM | What successes has the network had has a poor record in the feld of corporate so far? MONIKA DECH social responsibility. DECH | I now know a lot of my customers DECH | At the same time, parts of the at Messe München much better and I’ve met business world are still dominated by men some new, inspiring, and very special people. and companies where women are unlikely to I’ve found it very enriching and also a lot of be found on the management team. But it has fun on a personal level. It’s also made Messe able to negotiate a fve-year deal as a man- been demonstrated that mixed teams, München more visible. Te network is an aging director. Women couldn’t sign an consisting of men and women who have important part of our employer branding employment contract without the consent diferent skills and diferent approaches to and brings our slogan “Connecting Global of their husbands until 1977. Tis sort of in- work, are the most successful. However, Competence” to life. equality didn’t come about by accident. But I things have improved a lot over the last few DITTRICH | A lot of productive relation- frmly believe that we will be able to put this years. ships have developed within the network. Our behind us by 2030. members often say how grateful they are for MM | So why do we still need a women’s the new and surprising encounters that they MM | With regard to 2030, people are now network? would not have had without the network. saying: “Te future is female.” Do you agree? DECH | We need a platform where wom- DECH | Tat is defnitely not meant literally, en can discuss issues and give each other MM | What are the next steps for the because it would involve going from one support. As Margit has already said, many network? extreme to the other. It’s more about exploit- women know the feeling of having to assert DECH | We are frequently asked what our ing women’s potential, but we also need to themselves, change the way they work, or membership target is. We don’t have one. We improve the basic conditions, such as the take a diferent approach. Women are still need the right people, not large numbers of work-life balance. Women still do more of the faced with specifc challenges in the business people. childcare and housework. Tat’s why I believe world and we want to be able to talk about DITTRICH | Exactly. But we still have a lot that the current changes in the world of work them and help one another out. of ideas. One of them involves connecting men. are playing into women’s hands. If we just DITTRICH | When women get together, Perhaps our network should be called take digitalization as one example, it means they feel comfortable. Tey don’t need to “Connecting People” [they both laugh]. that we don’t need to spend eight hours in the ofce, which is a blessing for all working people with families.
MM | Is society missing out because women are not playing a greater role in shaping its LIGHTING UP THE CITY progress? Monika Dech and Margit Dittrich founded DITTRICH | We are faced with a huge short- the “Frauen verbinden” (Connecting age of skilled workers, which we will not be Women) network in 2015 as a platform for able to make up by 2030. Tat’s why we need female managers. It now has more than 350 to exploit all the available potential. Nowa- members from fields such as politics, days, there is nothing that women cannot do academia, and culture. The events it holds as well as men. We fnally need to throw out give women the opportunity to talk, all the outdated ideas and stop thinking about network, and discuss new ideas. But it whether we should be thinking about some- also raises awareness of wider issues. For thing, such as women’s boards or quotas, for example, in October 2017, at the initiative example. We simply need to start doing things of the network, five buildings in Munich, instead of discussing them. including the headquarters of Messe München, were lit up to highlight the MM | Have we been focusing on the alleged global campaign to fight breast cancer. glass ceiling for too long?
MESSE MÜNCHEN MAGAZINE 34 A C R O S S ALL INDUSTRIES
BY FELICITAS WILKE | PHOTO: REGINA RECHT
Automatica is the leading exhibition for automation and robotics. Every two years, visitors have the opportunity to discover how intelligent assistants will be transforming companies’ production processes in the future
H uman-robot collaboration is already going well in Armin Wittmann’s ofce. On THE FUTURE the windowsill, two Playmobil fgures AT HAND wearing hard hats stand among a selection of Armin Wittmann is model robots and look across the room with project group leader smiles on their faces. Wittmann’s concern is of Automatica what the factory of the future will look like. As project group leader, he is responsible for organizing the leading exhibition for synergies,” explains Wittmann. Intelligent head, as Wittmann explains with a grin. automation and robotics, Automatica, which automation in a manufacturing environment “Because of their sensors, they can now work in 2016 alone attracted more than 43,000 includes image processing systems, such as safely with people.” visitors to the Messe München exhibition smart cameras, that can distinguish between Tis simplifes the human-robot center. diferent objects, intelligent hardware for collaboration of the kind that the project 2018 was another Automatica year. product assembly, and big data for connected group leader envisages for the future. People Te exhibition opened its doors from June factories. Tis is a world that Wittmann is will be responsible for programming and 19 to 22. For Wittmann, the winding down familiar with. He has a degree in industrial coming up with innovations, while the robots of one fair is the run-up to the next. His engineering and at the start of his career he will be helping them and doing the hard responsibilities prior to each fair include worked for a manufacturing company. Later, labor. Looking at his windowsill, he says, inviting speakers to take part in the panel he spent some time at Inhorgenta, the jewelry “Some jobs for people in production will discussions, holding meetings with the and watch fair. Te move to Automatica took disappear, but new ones will be created.” media, planning evening events, and drawing him back full circle to his original profession. Automatica without people is hard to up programs of accompanying activities for “My background helps me to understand how imagine. the delegations. As he puts it, he and his team companies manufacture products and how are working “to fulfll our promise.” they think,” he says. One of the challenges for the Auto- Although Automatica is far from being matica team is ensuring that the exhibition a pure robotics exhibition, the assistants with appeals to a wide range of industries. “We see the gripper arms are the secret stars of the ourselves as a technology exhibition for all event. Industrial and service robots can now the manufacturing sectors,” says Wittmann. do much more than they were capable of a RAPID GROWTH Tis means that the exhibitors provide few years ago, as a visit to a car plant or an By the end of 2017, Automatica solutions for carmakers, for the packaging automotive industry supplier’s factory will (June 19–22, 2018) was already able to industry, and for food and drink producers. show. Te robots no longer need to be shut in record a 12 precent increase in first-time “Our goal is to enable visitors to learn from cages while they are working in case they give exhibitors compared to 2016. other industries’ solutions and to exploit the people around them a fatal blow to the
MESSE MÜNCHEN MAGAZINE 35 CREATORS
G O W I T H T H E F L O W
BY KATARINA BARI PHOTO: REGINA RECHT
As a project group leader, Petra Westphal is responsible for the Drinktec fair, among other things. In this interview, she reveals her formula for success and explains the challenges involved in e x p o r t i n g a f a i r
Y ou receive a message on your smartphone food. Liquid fruits are regarded as nutrition- telling you that the fruit juice has been stand- ally valuable and they are extremely popular ing in the sun for too long and needs to be put because they promote health and well-being. in the shade. Te juice itself or, more accurate- Other equally important considerations ly, its container has sent you the message. Intel- for consumers are how their drinks are prepared ligent drink packaging now has built-in sensors and which ingredients are used. Cofee must that can communicate with smartphones. be cold-brewed and milk lactose-free. Plain old Tis is just one ground-breaking idea from lemonade is jazzed up with turmeric and agave the drinks industry, but there are many more nectar. And in the USA, the latest trend is raw and they will all be presented at Drinktec, the water, which is completely untreated. world’s leading fair for the beverage and liquid food industry. Drinktec takes place every four years and is the responsibility of Petra West- T he drinks are of interest, whether they are phal, project group leader at Messe München. supplied in glass bottles, aluminum cans, or Westphal, who comes from the Rhineland and cardboard packaging, but they are ultimately still enjoys drinking German dark beer, has only a fringe phenomenon at Drinktec. Te fair been involved with Drinktec for more than 20 was launched in the 1950s as an event for brew- years. In the industry, this has earned her the ers, but it now covers the entire supply chain of title of “Miss Drinktec.” She says that “con- the drinks industry, from the manufacturing, sumers nowadays are more sophisticated than flling, and packaging processes through to ever before.” Drinks must be able to do much solutions for logistics and marketing. With this more than simply quench thirst or taste good. wide-ranging ofering, the fair attracted a record Tis is why there is currently a boom in number of visitors, more than 76,000, in 2017. energy drinks. But don’t imagine these are the Despite its mass-production processes, old familiar products containing taurine, caf- the beverage industry is also beginning to focus feine, and carbon dioxide that were once said on individualized manufacturing, in other to “give you wings.” Now, we are talking about words, a batch size of one. At Drinktec 2017, drinkable forms of fruit and vegetables, such as visitors were able to create their own personal juices or smoothies, otherwise known as liquid drinks using their own recipe and choice of
MESSE MÜNCHEN MAGAZINE 36 CREATORS
packaging plus self-designed labels. Te indus- INDUSTRY try is pinning its hopes on Industry 4.0, which PLATFORM has already led to highly fexible machines and digital printing solutions being introduced into DRINKTEC is the its processes. Now, the challenge is to combine a world’s leading fair batch size of one with mass production. Accord- for the beverage and ing to Petra Westphal, it won’t be long before liquid food industry. this happens. “I’m certain that groundbreaking In 2017, it had developments will be on show at Drinktec 76,0 0 0 visitors and 2021.” Te fair is the ideal opportunity for the 1,749 exhibitors industry to present its latest innovations. from 80 count ries. The next Drinktec in Munich takes place T he fact that production is becoming from September 13 smarter and more fexible allows more efcient to 17, 2021. use to be made of resources. Sustainability is already an important consideration in many areas of the beverage industry. For example, clean-in-place processors now inform operators when a machine needs cleaning. Tis keeps the consumption of water, cleaning agents, and en- ergy to a minimum. Recycling is also a growing theme at Drinktec. “In Germany, 98 percent of PET bottles are recycled,” says Westphal. “But intensive research into alternatives for PET is underway.” Progress is being made in the feld of bio-PET packaging in particular. Te goal is to produce containers made entirely from plant- based raw materials. Drinktec has its focus frmly on the future, but not only in Germany. Petra Westphal and her team are responsible for a worldwide network of fairs and cooperative events in Africa, India, and China, for example. Tey go where the industry needs them, with tailor-made fairs for the regions in ques- tion. Tis gives them a presence in the major markets in the years in between Drinktec. Te main challenge involved in holding events outside Germany is bringing together the dif- ferent cultures and their individual needs and working methods. Petra Westphal relies on per- sonal contact, tolerance, and a relaxed attitude MISS DRINKTEC to unify the teams. “Our recipe for success Petra Westphal, who was born in 1966, includes not being afraid to admit that we don’t began her career in the hotel industry. know something. We’re always open to new She has been working for Messe München methods and approaches,” says Westphal. Tis for more than 25 years, first as a project open-mindedness is one of the things that has assistant and then as a consultant. In made Drinktec the most important interna- 2003, she took over responsibility for the tional event for the beverage industry. project management of Drinktec. Now, as Petra Westphal has come up with the per- project group leader, she is also fect analogy for the drinks summit that is held responsible for Drinktec events outside every four years. “Drinktec is the Olympics of Germany: China Brew China Beverage, the beverage and liquid food industry. We want drink technology India, and food & drink to be able to continue ofering our customers technology Africa. something that they won’t fnd anywhere else in the world.”
MESSE MÜNCHEN MAGAZINE 37 CREATORS
TRADE FAIR HIGHLIGHTS
THE ISPO CUP For many years, Gert Boyle was president of the US outdoor apparel giant Columbia Sports- A STRONG TEAM ear he ear ol Olympic boxing champion and former world titleholder German-born American Henry Maske (right) was a guest at the Health & businesswoman was Fitness Forum in Hall 6, together with martial artist a ar e he S cu in an ness ins ruc or ierre Ammann o ro essional honor o her li e s or n ensive n erval raining
ISPO At ISPO, which took place from January 28 to 31, 2018, a total of 2,801 companies presented the latest sports equipment. The world’s largest sports trade fair focused on the opportunities presented by digitalization for the sports equipment industry. Against this background, Messe München launched ISPO Digitize (June 28–29, 2018), a platform that offers manufacturers and retailers an insight into the WINSOME TRIO Franziska van Almsick (left) spoke out in favor of more swimming lessons for digital future of the industry. chil ren S ar soccer goal ee er Manuel euer cen er re or e on he rogress o his raining an professional athlete Nils Frommhold presented high-tech running shoes
INHORGENTA AWARD The guests at the Inhorgenta award cere- mony experienced impressive master- pieces of the goldsmith’s art and watch- making technologies. The glamorous event, held in the Postpalast building in Munich on February 18, 2018, formed the highlight of this year’s fair for jewelry and timepieces. The prominent members of the seven-person jury, who included Barbara Becker and Franziska Knuppe,
presented the Oscars of the jewelry and Huber Tanja (1) watch industries.
STAR POWER … The lucky winners in all categories of the Inhorgenta Award 2018 Photo:
MESSE MÜNCHEN MAGAZINE 38 GREENTEC AWARDS Since they were first established ten years ago, the GreenTec Awards have become the world’s most important environmental prize. Once again, this year projects in twelve categories have been recognized that are dedicated to protecting the environment, making efficient use of resources, and promoting green lifestyles. The awards were present- ed at a gala evening held on May 13 to mark the start of this year’s IFAT trade fair.
DISTINCTION Dr Auma Obama accepts the IFAT Environmental Leadership Award from Messe München’s managing director Stefan Rummel
F.RE .E From February 21 to 25, 2018, the Munich fair for leisure and travel, f.re.e., presented the industry’s latest trends, from trailer camping and cruising through to the health and spa industries. This year, the fair’s partner country was Malta.
NETWORKING BARBECUE INNOVATION JOURNE Y IN THE INNOVATION VILLAGE IN AUSTIN Messe München CEO Klaus Dittrich Blockchains, bitcoins, and (center) with the company’s top artificial intelligence: At SXSW, executives and external leaders, the world’s largest digital con- such as Josef Schmid (the mayor of ference, in Austin, Texas, the Munich), Marcel Otto Yon (CEO, 15 participants in the Innovation Cyber Innovation Hub of the GREEN LIGHT Journey had the chance to meet German Armed Forces), Ben Broshi he Bavarian Minis er lse Aigner cen er o ene he re e air oge her i h e u thought leaders and drivers of dig- (CDO, Deutsche Telekom Medien), chairman o he oar o Messe M nchen, r einhar ei er le , he Mal ese italization. It was a week packed and Kerstin Heiligenstetter (head of ambassador, Albert Friggieri (right), and Barbara Radomski, representative of Bayern with knowledge and inspiration. She’s Mercedes, Daimler AG) ourismus Mar e ing m righ his ear, he air oo lace or he en h ime
WOMAN POWER At the New Year’s reception in FR AUEN VERBINDEN the Säbener Lounge at the Allianz The goal of “Frauen verbinden” (Connecting Arena, the networkers from “Frauen Women) is to help women to network. Since ver in en cele ra e in s le 2015, the organization has been offering Among them were the organiza- leading managers and businesswomen to tion’s founders, Margit Dittrich and share their ideas and to bring together the Messe München’s deputy managing contacts of Messe München with their own irec or Moni a ech personal net wor ks.
MESSE MÜNCHEN MAGAZINE 39 CREATORS
EXHIBITION LOCATIONS WORLDWIDE
GERMANY Guangzhou IE expo Guangzhou Munich September 18–20, 2018 ISPO Digitize Hong Kong June 28–29, 2018 electronicAsia TRENDSET with Bijoutex Oktober 13–16, 2018 Summer 2018 Beijing July 7–9, 2018 FENESTRATION BAU China October 31–November 3, 2018 INTERFORST July 18–22, 2018 iba – The world’s leading trade fair for bakery, INDIA confectionery and snacks Hyderabad September 15–20, 2018 analytica Anacon India Command Control and India Lab Expo September 20–22, 2018 September 6–8, 2018
EXPO REAL Bangalore October 8–10, 2018 electronica India September 26–28, 2018 electronica productronica India November 13–16, 2018 September 6–28, 2018 Heim+Handwerk LASER World of PHOTONICS November 28–December 2, 2018 INDIA BAU 2019 September 26–28, 2018 January 14–19, 2019 Intersolar India December 11–13, 2018
Mumbai SOUTH AFRICA IFAT India October 15–17, 2018 Johannesburg food & drink technology drink technology India Africa October 24–26, 2018 September 4–6, 2018 Delhi São Paulo bauma CONEXPO INDIA December 11–14, 2018 CHINA
Shanghai IRAN ISPO Shanghai July 5–7, 2018 Tehran IranConMin CHINA BREW November 5 – 8, 2018 CHINA BEVERAGE October 23–26, 2018 analytica China TURKEY October 31–November 2, 2018 Istanbul bauma CHINA logitrans gutentag-Hamburg November 27–30, 2018 November 14–16, 2018 Illustration: CREATORS
Messe München is represented in the world’s most important growth markets. Alongside Munich, this incluedes China, India, Turkey, Brazil, Africa, Russia, Iran, and Vietnam. The Messe München portfolio includes more than 50 of its own events, with 21 held at its premises in Munich and 35 abroad. Here are the trade fairs that will take place worldwide in the second half of 2018
Moscow
Beijing
Munich Tehran Shanghai Istanbul Delhi Guangzhou Ahmedabad Hong Kong
Hanoi Mumbai Abuja Hyderabad
Bangalore Ho Chi Minh City
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Locations of Messe München’s trade fairs MESSE MÜNCHEN MAGAZINE 41 MUNICH
T H E M U N I C H S C E N E
BY KAROLINE AMON AND FLORIAN SEVERIN
The capital of Bavaria is known throughout the world for its living traditions. But our tips show that, in addition to being famous for its veal sausages and lederhosen, Munich has become an international trendsetter
P R E M I U M C O F F E E
For a long time, filter coffee was a no-go area for coffee connoisseurs. However, at Man versus Machine you can smell the fragrant aroma of coffee brewing. The secret is the freshly roasted coffee beans. Man versus Machine obtains the beans, which are grown in special microclimates in Africa and South America, in their raw, green state. They are then roasted in the company’s own coffee roaster. The special aroma of the arabica beans hangs in the air outside the two cafés in Munich. Inside, freshly roasted espresso and filter coffee are served in a minimalist setting. Our tip: Try a delicious cinnamon pastry to make your coffee experience complete.
MAN VERSUS MACHINE MÜLLERSTRASSE 23, 80469 MUNICH Lion Mayer (2) TÜRKENSTRASSE 63, 80799 MUNICH Photos:
MESSE MÜNCHEN MAGAZINE 42 MUNICH
ONE STEVE MCQUEEN, PLEASE!
“Here is where I’m allowed to be a man.” The reference in this case is to the Barber House in the center of Munich. The experts in hair cutting, wet shaving, and beard trimming in their white aprons spoil their fellow men with special treatments, designed specially with gentlemen’s needs in mind. Wood paneling, leather sofas, and barber’s chairs that look as if they date back to the 1950s can make men’s dreams come true. For example, the Steve McQueen treatment package includes a haircut, a traditional wet shave, the removal of ear and facial hair, and a massage. A range of treatments for men’s hands and feet has just been introduced. A visit to this spa-like oasis can easily be fitted in between two m e e t i n g s .
BARBER HOUSE PACELLISTRASSE 5, 80333 MUNICH FRAUNHOFERSTRASSE 20, 80469 MUNICH
SLEEPING IN THE BANK
The pop-up movement has now reached the hotel sector. Until 2019, the Lovelace will be occupying the hallowed halls of the former Bayerische Staatsbank. The offices of the bank directors have been repurposed into 35 hotel rooms. A night in one of the smaller rooms in the new pop-up hotel in Munich’s most expensive city location costs 170 eu- ros. In the rest of the 50,000-square-foot building, there are concerts, films, events, and cafés open to hotel guests and the general public. The Lovelace has combined all of these things to create a unique cultural happening. Hotel operators Michi Kern and Gregor Wöltje have pulled out all the stops for their two-year occupation, creating modern interiors that include a bar in gold and plants growing on the walls. The lobby leaves visitors in no doubt that this was once a bank. They are greeted by an outsize hand in commemoration of Josef Ackermann.
THE LOVELACE KARDINAL-FAULHABER-STRASSE 1, 80333 MUNICH
MESSE MÜNCHEN MAGAZINE 43 MUNICH
TEXTILE ART The concept store
Only paintings and prints come in limited editions–and HIER offers the fashion creations of Stephanie Kahnau. The de- clothes and signer produces her own hand-printed fabrics for her collections. The results are pieces with a minimalist accessories from feel, each with its own number. She puts her fashion other Munich artworks on show in the trendy district of Haidhausen. The store has the atmosphere of an art gallery in a labels, too New York industrial loft–a cool backdrop for presti- gious must-haves. Next door, Stephanie Kahnau gives customers an insight into the making of her fashion artworks. In her studio, she also creates accessories such as jewelry, scarves, and rucksacks made of printed leather that are also suitable for business use. Stephanie Kahnau combines her collection with pieces by other Munich designers whose studios are also connected to the store and open for viewing.
HIER INNERE WIENER STRASSE 24, 81667 MUNICH
M U N - I C H G O U R M E T
Pork in a spicy sauce wrapped in a small pancake made from soft dough–it sounds good, doesn’t it? This dish is just one of many courses that Korean chef Mun Kim serves up in his restaurant MUN, which is located in cellar premises in Munich. The former Wall Street banker left his job in 2008 and became a chef, cooking in places as far-flung as Tokyo and Buenos Aires. His guests in Munich will find that his four- and six-course meals, with a choice of meat or fish, are inspired by cuisines from all over the world. Despite the international influences, Korean cuisine is his culinary mainstay. The restaurant is well-known for its special sauces, created by the chef himself. Mun received the Gourmet Award from the S ü dd eu ts c he Zeitung newspaper this year in recognition of his culinary skills. Congratulations!
MUN – RESTAURANT & BAR INNERE WIENER STRASSE 18, 81667 MUNICH
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PURE ELEGANCE MANUFACTURED
TOTE CHIC GREEN DENIM The Happy calf leather tote The jeans from Munich bag is the ultimate in minimalist fashion label SAAT are made elegance. The Munich designer Ayzit from untreated Japanese cotton Bostan focuses on the essence of the colored with natural dyes. SAAT aesthetics and creates timeless pieces jeans have grown like a plant. that are sure to become favorites. Jeans Woad, 150 euros, available from Schwitten- around 200 euros, available at berg or at ayzitbostan.com Ralf’s Fine Garments
CHILDHOOD IN A BOTTLE DRAGON ON YOUR ARM The soda pop is called Eizbach, and Munich designer Saskia Dietz harks back to the good old days. creates subtle highlights with her Manuel Schulz from Munich and jewelry. This porcelain Dami Drake his friends have created a delicious bracelet was hand-painted on the sparkling drink named after the Japanese island of Kyushu. famous Eisbach wave. 19.99 euros 449 euros, available for 24 x 0.33 l bottles, available at from Woman/Man or at drink-now.com saskia-diez.com
NOSTALGIA CLOSE TO THE SKIN
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