Attending InterPack2011 in Düsseldorf was undoubtedly the best experience I can recall while subjected to business travel. The reputation of the event just heightened the anticipation of poking in and around brand new equipment, fiddling with new packaging formats, attending show floor talks and seminars, socializing with industry colleagues, meeting new colleagues and drinking lots of beer.
Neither the show nor the beer did disappoint. A multitude of eco-friendly packaging and corresponding equipment demonstrations were showcased, accompanied by much opportunity to learn from company representatives. Quick change overs and sanitary design were tag lines at the majority of the stands. The occasional run in with tinted machine guarding was no deterrent in finding out how the equipment actually cycled.
While in Düsseldorf, I took in some foods not so popular in the US (e.g. raw pork), unsuccessfully eavesdropped on “shop talk” in 12 different languages other than mine and encountered amazing packaging, machinery and people from all over the world.
InterPack was the premier event of 2011 for the industry and exhaustively assimilated Düsseldorf into its grips, with the 150,000+ attendees squelching all else happening in the city that week. I couldn’t help feeling self-important as a proud participant of Düsseldorf’s 2nd largest trade fair.
That is, until I discovered Eurovision.
Describing Eurovision as the “American Idol” of the EU is an obscene miss-statement. Imagine 56 years of the World Cup, but replace all football players with vocal performing groups —this is Eurovision. In the blink of my newly educated eye, the remaining week in Dusseldorf became no longer about packaging.
Train passengers riding toward the convention hall each morning were of two distinct types: trade fair attendees in business attire and teenage girls disguised as Cyndi Lauper version 1983. Since Germany had won the previous year, Düsseldorf hosted the present year event with honor. Eurovision took over a small portion of Messe Düsseldorf and InterPack occupied the rest.
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Celebrations erupted randomly; apparently each country had at least one representative at the bar that night. And kindly, the Eurovision broadcasters re-calibrated at appropriate times for the English speakers. This was indeed the ‘Song Contest’ (think Captain Kirk of 99 Luftballons fame).
For 53 years and counting, packaging industry leaders proudly release some of their best innovation at InterPack and compete against each other for market relevance, market share and customer attention. InterPack is an epic event for the packaging industry.
The Eurovision Song Contest is proudly one of the longest running television shows in the world. Every year, the top performing group from each member country competes for their country’s bragging rights, notoriety and the honor of hosting the subsequent year’s event. Eurovision, by itself, is an epic event for all Europe and I would have missed it had it not been for packaging.
Congratulations to Sweden, winner of the 2012 Eurovision Song Contest.
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