Show managers have been predicting drupa 2008, running May 29-June 11, will be the largest in its 50-year history. This 14th edition of the mega-show, which is staged every four years in Dusseldorf, Germany, will feature more than 1,800 exhibitors in 19 halls covering roughly 1.7 million sq.ft.
Exhibiting firms devise numerous strategies to avoid being lost in this crowded field, especially challenging for small but innovative start-ups. One approach is to join in multi-sponsor exhibit arenas, which this time include: 1) the second edition of PrintCity in Hall 6, 2) an enhanced drupa innovation parc (DIP) and 3) a print buyers' pavilion just outside the show grounds.
DIP, with HP as a primary sponsor and Océ as official print partner, will take up 33,000 sq.ft. in Hall 7's north entrance, with around 160 exhibitors. Worthiness for inclusion, which can include some underwriting of exhibition expenses by the show, is determined by a jury of three journalists-cum-consultants: Bernd Zipper, John Parsons and Andy Tribute. DIP is described as a “microcosm of innovations” with thematic sections amenable to start-ups and smaller-sized firms, whose cutting-edge developments might get lost in drupa's general clamor. The themed parks include:
document production parc: The latest solutions for professional document management, output for transaction printing, conversion solutions and corporate mailing solutions.
pdf + xml production: Software dedicated to Adobe PDF and Microsoft XPS, and XML single-source publishing system.
print + publishing parc: The whole world of publishing (desktop tools, workflow and editing systems, color management and proofing solutions), server applications and solutions for professional scanning.
With the new drupacube, drupa 2008 will, for the first time, provide a special event aimed at the diverse print-buyer target group—heads of marketing and publishing directors, production managers, account executives and creative directors. Set apart from the actual fairgrounds, on the banks of the Rhine River, the focus will be marketing-driven applications for print.
“The drupacube acts as a portal for print buyers by serving up concise infotainment on all things print communications and guiding them to exhibitors' stands,” says Manuel Mataré, drupa project director.
Symposia and workshops will tackle varied topics, with each day dedicated to a specific motto—one day given over to newspapers, others to direct marketing, catalogs, magazines and corporate communications. Also in the pipeline are cross-sector symposia addressing brand protection and sustainable printing.
Drupa again will offer Compass Sessions—daily, two-hour workshops on technology issues designed to help navigate the show (cost: EUR 75). Themes range from digital/inkjet printing through offset, premedia and Web-to-print to workflow, packaging and printed electronics.
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