ISPO Munich, PURE London and Scoop to go digital in spring 2021

At a time when many European countries are facing a bleak winter of living with the Coronavirus, what is the chance come Summer 2021 for international trade events to proceed with their physical show.  For the time being, it is slim and many plans are on hold.  Ging digital probably is the best solution. 

PURE London 2019 catwalk show.
Photo by Lucia Carpio.

 Here in the UK trade show organiser Hyve Group has announced its Pure London and Scoop shows scheduled to take place in February 2021 have been cancelled due to ongoing Covid-19 disruption.  A digital platform - Fashion Together – will be held instead on 23 February.  

The next physical editions of Pure London and Scoop will be moved to September 12-14  2021.

The Group's trade show Moda in Birmingham has also cancelled, and its next physical edition will now take place September 5-7 September 2021.

ISPO Munich Januanry 2020.

Meanwhile the announcement from the German-based sports business platform ISPO Munich that its next show scheduled for February 1-5 will be held completely online is not so surprising either.  This probably means the organiser Messe München has given up its hope to do a hybrid event – a combination of digital and on-premises events - deemed not feasible at this time.

Klaus Dittrich, the Chairman and CEO of Messe München, explains: “With ISPO Munich Online, we are enabling all customers around the world to participate in the event. At the same time, we can create formats that integrate new target groups. I am sure that in February we will experience an event, which will offer digital industry discussions of the highest caliber.”

ISPO Munich Online will offer the usual benefits of physical events without the luxury of face-to-face contact, allowing “attendants” to find new products and brands and businesses to network.  Organisers say participants can take part in forums and discussions via live streaming and chat rooms.

For the first time, end-consumers will also have the chance to participate digitally and conduct a direct dialogue with the industry. In brand rooms for product presentations, workshops and master classes, brands and companies will have the opportunity to present themselves and engage with sport and outdoor fans throughout the world.

ISPO Open Innovation has already shown this integration works: The approximately 80,000 end-consumers from around 70 countries bring their know-how to the crowdsourcing and market research campaigns – delivering valuable insights and inspiration for new products and ideas to companies all year.