With less than nine months to go you could say the countdown to drupa 2021 already began. It is fair to say that drupa 2021 is the most important drupa in the history of this trade show. The exhibition is facing an existential threat not only because of the Covid 19 but also due to the changing graphic arts industry. Some big brands including Heidelberg, Komori, Bobst, Xerox, manroland sheetfed and RMGT already pulled out of drupa, while other giants such as Koenig and Bauer, Windmöller & Hölscher and some top Chinese vendors reaffirmed their commitment to it. If drupa can prove that despite all challenges the show is still relevant then the future of this mega event is somewhat secured. And that is a big if.
In its virtual tour de force Bobst CEO Jean Pascal Bobst said shipping tons of metal from one place to another so people can see it does not make sense anymore. It is also damaging to the environment. Heidelberg says with the cost of drupa (almost 10 million Euros) they can organize around 50 targeted in-house events. Also, the tough social distancing and hygiene regulations announced by Messe Dusseldorf is sort of a party pooper. People go to drupa to visit the new technology as well as enjoying themselves. But according to the drupa organizers and as a matter of principle, the official distancing and hygiene rules shall be applicable at events held at the Düsseldorf exhibition Centre, compliance is also up to each individual – as is the case in the public sphere and in retail. These rules include maintaining a minimum distance of 1.5 m, seeing to one’s own hand hygiene, wearing a face mask, following the sneeze etiquette and foregoing such welcoming rituals as shaking hands. If needed face masks will be handed out by service staff at the entrances and at the premises.
All forthcoming events at the Düsseldorf location will be subject to a limitation on persons present to ensure minimum distancing can be observed. Tickets will therefore be limited and only available online; visitors will have to register upon purchasing them. This permits the monitoring of headcount as people enter the venue. At the same time, the provisions of the Corona Protection Ordinance of the federal state North Rhine-Westphalia governing the traceability of all person’s present can be complied with and implemented and the list goes on.
On the other hand, the show will be shortened from 11 to 9 days. This all might be bearable for German or even European visitors but for International travelers from Middle East, India, China and other places around the world that possibly have to go through a 15-day quarantine and pay for it as well is just not worth it.
Also, the layout plan for halls have been redrawn based on social distancing protocols. The booths are not allowed to be overcrowded, no hand shaking, no hugging, no……
Meanwhile big players such as Heidelberg and Bobst announced that they are keen to participate in smaller regional exhibitions. This is music to the ears of Gulf Print and Saudi Print organizers.
Messe Dusseldorf also announced it will contact exhibitors in coming months to coordinate next step.
Some people believe nothing short of a miracle can save drupa. That miracle could be a vaccine, or maybe divine intervention. But the fact is drupa is facing a to be or not to be situation.
We all love drupa and we want this event which is embedded in the history of global printing industry continues to exist and thrive but things have changed and we all have to accept it. Even if the pandemic suddenly goes away and everything goes back to normal drupa has to rethink its strategy and come up with new solutions.
