International Tourism Trade Fair, FITUR, technological innovation in exhibition stand design at IFEMA Madrid


International Tourism Trade Fair, FITUR, the technological innovation in booth design appears as a current importance need in fairs, congresses and exhibitions. As you know, last week, Madrid Fair inaugurated the first R+D laboratory for 5G prototypes in the tourism and trade fair sector.

FITUR: International Tourism Trade Fair

Technological innovation to improve the experience in stands and fairs

Precisely, on 5 September, the IFEMA LAB 5G was opened, a research space for the development of solutions, functionalities and new services based on this technology that will be shown in FITUR 2018.

During the welcoming event of the research team, IFEMA CEO, Eduardo Lopez Puertas highlighted the institution desire to become a reference space in innovation that allows to offer a differentiated service to its exhibitors and visitors and practice application, from the identification of the future possibilities of 5G technology for this area.

The laboratory was founded thanks to IFEMA’s alliance with 5TONIC, entity founded by Telefonica and IMDEA Networks Institute, of which also ERICSSON is a member. The team of IFEMA LAB 5G is integrated by 10 students of different engineering, scholarship holders and selected by Talentum, platform for the impulse of the young talent of Telefonica. Rosalía O’Donnell Baeza, head of Talentum at Telefónica, underlined the importance of undertaking the digital transformation based on the contributions of young people and offering solutions that really fit the needs required by social and technological progress. In this case, with the focus on the FITUR Fair and, therefore, with the temporary challenge of presenting the first prototypes to the professional tourism world, in next January, according to the director of the fair, Ana Larrañaga.

Towards an optimal, transparent and personalized service

For his part, the representative of 5Tonic, Ignacio Berberana, highlighted the value of this laboratory in IFEMA, because of its proximity to the final client, as well as the network infrastructures that Ericsson contributes to carry out the tests of the developments that the team realizes.

The event closed with the intervention of Adan Levy, mentor of the team of scholars, who put the emphasis on the objective of this laboratory aimed at offering solutions and modes of application that will be disruptive.

Adam ExpoStand supports this new business project and is adapting and updating its infrastructure and process of design, manufacture and assembly of exhibition stand to respond to the real needs of the new digital era. We are a young company capable of competing thanks to our digital DNA.

FITUR Madrid is the global meeting point for tourism professionals

We are pleased with IFEMA’s choice to develop this innovative project, focused on the identification, incubation and launching of high value-added use cases enabled by 5G in different sector verticals, consolidating itself as one of the main operators and its leadership in the tourism sector through the International Tourism Trade Fair, FITUR, which will allow research into different lines of innovation for the development of new services for tourism and fairgrounds supported by Cloud, Big Data, AI and 5G technologies to transform the experience of users of IFEMA, before, during and after their participation in fair, without spatial limitation.



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