Celebrating 20 Years of ISE: A Conversation with Michael Blackman

Integrated Systems Europe (ISE) is the world’s largest AV and systems integration show, attracting thousands of attendees from across the globe to experience cutting-edge innovations in technology and design. In its 20th anniversary year, the event continues to set records, with a show floor larger than ever and attendance numbers soaring. To delve deeper into the success of ISE and its journey over the past two decades, HowToAV.tv’s Chris Edwards sat down with Michael Blackman, Managing Director of ISE, in Barcelona.

In this engaging interview, Michael reflects on the early days of the show, its move from Geneva to Amsterdam, and eventually to its current home in Barcelona. He shares insights into what makes ISE a standout event, from its relentless focus on improvement to its festival-like atmosphere that spreads beyond the exhibition halls into the city itself.

Michael also discusses the latest trends, including AI’s role in creativity and the rise of virtual studios, while offering a glimpse into the future of the AV industry.

Read on for an in-depth conversation with the man who has played a pivotal role in shaping one of the most vibrant and innovative events in the industry...

Q: Michael, first of all, happy anniversary! ISE is 20 years old this year. Did you ever imagine this milestone?

Michael Blackman:
“20th year – who would have believed it? It’s been a great ride. I’m really proud of what we’ve achieved as a team. From Geneva to Amsterdam, and now Barcelona, ISE has grown in ways we never imagined.”

Q: Let’s talk about that journey. How did ISE grow from its beginnings in Geneva to its current home in Barcelona?

Michael Blackman:
“We started in Geneva because if you drop a pin in Europe, Geneva is central. But it wasn’t in the European Community, and that caused logistical issues for companies shipping products in and out. So, we moved to Amsterdam, and it worked well until we outgrew the space. We needed a new home, and after extensive research, we chose Barcelona.”

Reflecting on the challenges, Blackman shared:
“When we moved to Barcelona, there were concerns about political demonstrations, but we stayed confident. We’re not just tourists; we bring business. In fact, a survey showed ISE contributes over €386 million to the city’s economy during the show!”

Q: ISE is more than just an exhibition. It feels like a city-wide festival. What sets it apart from other trade shows?

Michael Blackman:
“There’s so much more to ISE than just being the biggest exhibition in our industry. It’s an event. It’s got a city festival vibe with activities inside the halls and throughout the city.”

This unique approach includes engaging features such as:

• Light shows and live performances.
• Partnerships with digital artists like Jerome Barnabas and Sofia Crespo, who explore how technology creates art.
• Innovations like virtual studios and keynote talks that explore the cutting edge of AV and broadcast technology.

“We’re never satisfied with being the best. We want to be better. At the end of every show, we dissect it and ask, ‘Was this good because we were lucky, or can we do it even better?’ That’s our philosophy.”

Q: Looking ahead, what’s next for ISE and the AV industry?

Michael Blackman:
“If you asked me five years ago what today would look like, I couldn’t have told you. What I love about this industry is it’s constantly evolving. Every year, we talk to the community and exhibitors to ask, ‘What’s next?’”

Among the current trends, Blackman highlighted:

• The rise of AI in creativity and art.
• The growing adoption of virtual studios, as seen in productions like The Mandalorian.
• Advances in LED and 16K resolution, which are transforming visual experiences.

Q: What keeps you excited about ISE after 20 years?

Michael Blackman:
“There’s always something new. It’s what keeps me excited. The wow factor, the innovation, and the impact we have on people and businesses – that’s what drives us. We want attendees to leave saying, ‘I learned something new, I saw something incredible, and I can’t wait to come back next year.'

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“We’re always looking for the next thing. It’s not just an event – it’s an experience.”

ISE’s journey over the past 20 years is a testament to the power of innovation, resilience, and a commitment to excellence. From humble beginnings to becoming a global leader, the show continues to break records, foster industry growth, and deliver extraordinary experiences.

Michael Blackman sums it up perfectly:
“We’re always looking for the next thing. It’s not just an event – it’s an experience.”

As Integrated Systems Europe (ISE) celebrates its 20th anniversary, it’s clear that the event is not just a trade show; it has become a pivotal cornerstone of the global AV industry. Under the stewardship of Michael Blackman, ISE has evolved from a modest gathering in Geneva to the world’s largest AV and systems integration event, now hosted in the vibrant city of Barcelona. This transformation speaks volumes about the vision, dedication, and adaptability of the team behind ISE.

Michael’s reflections highlight that the success of ISE lies in its ability to constantly innovate and respond to the needs of the AV community. The show’s commitment to being more than just an exhibition is evident in its festival-like atmosphere, its embrace of emerging technologies such as AI and virtual studios, and its efforts to create memorable experiences both inside and outside the halls. These elements have ensured that ISE is not just an industry gathering but a platform where education, creativity, and business converge.

Looking ahead, Michael’s emphasis on listening to the community and staying at the forefront of trends suggests that ISE’s best days are still to come. With record-breaking metrics in attendance and exhibition space, the 2024 edition of ISE is already on track to set new benchmarks. Whether it’s the incorporation of advanced user experiences or the exploration of new technologies, ISE continues to push boundaries and redefine what a trade show can be.

For attendees and exhibitors alike, ISE is more than an event—it’s a catalyst for innovation and connection. As Michael puts it, the goal is for everyone to leave the show saying, “Wow.” And based on its track record, ISE is poised to keep delivering that “wow” factor for years to come.

If you haven’t yet experienced ISE, make sure to join us in Barcelona next year. As Blackman says, “It’s more than a trade show – it’s a world of possibilities.”

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