A beer garden in Munich? Surely not…?

By Ingrid Daschner

Ah yes, but a hearty Bavarian beer garden at the centre of an IT trade show is still pretty unusual!

But that’s exactly what this year’s organisers of Munich’s Systems show – one of the most important IT events in Europe - have created in the ‘Dealers Only’ section of the exhibition hall, a central place where Channel and Manufacturer can co-exist in harmony and communicate in a laid-back environment.

Here is an extract from the show blurb about this innovation:

“Beer gardens fulfil important social and communicative functions because they’ve always been popular meeting points for all classes of population.  They are ideal places in busy environments (like trade shows!) for people to achieve the short-term objective of recovery.”

And extreme refreshment, of course.

So, the Dealers Only section has been built with the beer garden in the middle, surrounded by the respective manufacturers’ booths… allowing for every meeting to be quickly moved to a much more civilised setting than the usual on-stand rooms.

And to think that my boss never understands why I like trade shows so much...