Messe Frankfurt Middle East to co-locate three of its exhibitions in Dubai

Messe Frankfurt Middle East to co-locate three of its exhibitions in Dubai
Published: 21 October 2019 - 10 a.m.
Messe Frankfurt Middle East, the regional subsidiary of Messe Frankfurt, one of the world’s largest trade fair, congress and event organisers, is to co-locate three of its exhibitions in Dubai to capitalise on visitor and exhibitor synergies.

Light Middle East, the region’s exhibition, conference and awards for lighting design and technology; Prolight + Sound Middle East, the exhibition and conference for Professional Lighting, Audio and AV Technology; and Intersec, the trade fair for security, safety and fire protection, will now run side-by-side at the Dubai World Trade Centre from 24-26 January, 2021.

Prolight + Sound and Light Middle East will skip a 2020 showing, and will return to their usual annual status from 2021 onwards. Intersec, meanwhile, will run as a solo event in its 22nd edition from 19-21 January 2020.

“This is a strategic move to maximise visitor and exhibitor turnout as all three shows share a similar visitor appeal, whether system integrators, installers, specifiers, or consultants,” explained Simon Mellor, CEO of Messe Frankfurt Middle East.

“With all three shows taking place at the same time, exhibitors will meet a more focussed audience and visitors will be able to take in the entire integration range under one roof. We’re creating a powerful event alignment featuring more than 1,700 exhibitors from 60 countries.”

“The co-location also enables us to strengthen the smart home and building automation focus, which will cover audio and video as well as lighting and security,” added Mellor. “It will be a feature of its own sitting between Intersec and Prolight + Sound Middle East. “We also see high growth potential for emergency lighting, PA systems, egress and escape route solutions and intend to build this segment.”

Other developments include the inclusion of an Events Security Pavilion and Conference that will spotlight the entire range of services and products dedicated to securing live events, concerts, festivals and major sporting occasions.

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