IFEMA has clearly wagered on technology and is at the forefront of digital transformation, developing digital environments within the international trade fair industry. Through FUNDACIÓN IFEMA LAB, it aims to promote new developments based on the Feria Aumentada (“Augmented Trade Fair”) project, presented within the framework of FITUR 2018.
IFEMA’s new lab (FUNDACIÓN IFEMA LAB) includes university researchers and aims to move the “Augmented Trade Fair” project forward. The goal is to develop mixed reality environments, including holographic devices and augmented reality to thus achieve the technological edge the trade fair industry demands.
To this end, FUNDACIÓN IFEMA LAB will work on its own and externally financed R&D initiatives to integrate and develop prototypes to test and spread the use of this technology. It will also develop commercial products based on success stories in the MICE industry and, of course, attract, train and manage talent thanks to scholarships, seminars and other innovation-based programmes and the latest trends in the trade fair industry.
Thanks to the “Augmented Trade Fair” project led by Fundación IFEMA LAB, digital technology will be increasingly incorporated within the trade fair industry.