Barcelona is a city where history and innovation intersect — from the intricate façades of Gaudí’s Sagrada Família to the cutting-edge designs of the Fira de Barcelona Gran Via convention center. Against this backdrop, another kind of masterpiece is unfolding: Integrated Systems Europe (ISE), the world’s largest AV and systems integration trade show. As the event continues to grow, so, too, does the presence of American professionals, reflecting the increasing globalization of the industry.
Why More Americans Are Heading to ISE
Several factors contribute to the growing number of U.S. attendees at ISE. They include the following:
- Globalization of the AV Industry: Although major U.S.-based trade shows like InfoComm remain highly relevant, the AV industry has become increasingly globalized. ISE provides a broader perspective, offering exposure to cutting-edge European and international technologies that might not yet be widely available in North America.
- Barcelona as a Business and Travel Hub: Since moving from Amsterdam to Barcelona in 2021, ISE has attracted even more international visitors. The city’s robust infrastructure, world-class convention center and appeal as a travel destination make it an attractive option for American professionals looking to combine business with cultural experiences.
- European Market Expansion: Many U.S. companies see ISE as a strategic gateway to expand their presence in the European and Middle Eastern markets. Exhibitors and attendees alike use the event to connect with international distributors, explore partnerships and assess emerging industry trends.
- The Rise of Hybrid Work and AV Demand: The demand for innovative audiovisual solutions has surged due to the global shift to hybrid work, remote collaboration and immersive digital experiences. American firms attending ISE seek out new technologies in conferencing, digital signage, AI-driven automation and smart building integration to stay competitive.
- Increased Government and Enterprise Interest: Beyond traditional AV integrators, U.S. government and enterprise professionals are attending ISE to explore advancements in security, command centers, data visualization and smart city technologies. The show’s expanded focus on commercial AV applications beyond entertainment and hospitality has made it more relevant to industries such as healthcare, education and corporate communications.
Key Trends U.S. Attendees Are Watching
With the AV landscape evolving rapidly, American attendees at ISE are particularly interested in the following:
- AI and Automation in AV: Intelligent videoconferencing, real-time translation and automated production tools.
- Sustainability and Green Tech: Energy-efficient AV solutions and environmentally friendly digital signage.
- Extended Reality (XR) and Immersive Experiences: Innovations in virtual reality (VR), augmented reality (AR) and mixed reality (MR).
- Smart Building Integration: IoT-driven solutions for offices, retail spaces and entertainment venues.
- 5G and AV Connectivity: How high-speed wireless networks are reshaping live events and remote collaboration.
Looking Ahead
As ISE continues to grow, the increasing prevalence of American attendees highlights the event’s status as a global technology hub. With a record number of attendees this year (more than 86,000) you can truly see the popularity and importance of this show.
Why Edge Attends
Back in February 2020, Edge started to build out our international integrator group to help our U.S. members deploy projects internationally. We attended ISE in Amsterdam and began to network with other international integrators. Little did we realize that the world was about to shut down due to the COVID-19 pandemic. Flash ahead five years and we now have a robust international network of integrators. When we come together every year at ISE, it’s a great opportunity to catch up and understand ever-changing global technology demand. Not only do we connect with our existing membership at the show but we also look to grow the network and continue to build out our international presence.
Another reason to attend ISE is to connect with our manufacturing partners and see the latest and greatest technology. This event is becoming “the” show at which to release new products and showcase new technologies. Getting ahead of where technology is moving to helps us provide a competitive edge to our membership and puts them on the forefront of innovation.
The Bottom Line
The bottom line is that, from the east coast, you can fly to either Barcelona or Las Vegas for relatively the same cost and time. The size and importance of ISE continues to grow year over year, and we truly believe it’s a “can’t miss” show. We are already looking forward to returning to Barcelona next year.
Patrick Whipkey is vice president of Edge.
