Hey, Dubai, get ready for a new kind of Pro AV trade show experience.
AVIXA officials took to the ISE show floor on Thursday afternoon to announce the launch of InfoComm EDGE, an experiential event designed to raise the profile of the Pro AV industry with stakeholders outside of the industry. Slated for Oct. 27-28 at Dubai’s Festival Arena, the show will be curated for key buyers and influencers from the region, allowing them to experience Pro AV innovation through thought leadership, networking, and technology.
Tobias Lang, CEO of LANG AG and chairman of AVIXA, said there is a high demand in the region for Pro AV solutions, which is why it makes sense for AVIXA to launch an event in Dubai. AVIXA research shared during the press conference showed that roughly 85% of end user entities in the region plan to increase Pro AV spend this year, and the annual spend on Pro AV in the GCC region in 2026 will exceed $15 billion will exceed for the first time.
What makes InfoComm EDGE unique? For starters, it’s not built on a grid; instead, the floor plan is built around a center stage. There will also be four zones representing the priority verticals for the region, including government and enterprise, leisure and entertainment, education, and retail.
According to David Labuskes CEO, AVIXA, initial expectations are about 4,000 attendees. While that may seem small compared to trade shows like ISE or InfoComm, InfoComm EDGE will be intentionally compact, focused on quality, not quantity. Labuskes anticipates the event will “end up being about connections being made, not people through the door.”
Sarah Joyce, chief growth officer, AVIXA, said InfoComm EDGE is being supported and embraced by the Pro AV community. “It’s designed for the industry by the industry,” she added “The passion that’s come from the meeting we’ve had have emphasized that what we’re doing here is right for the region.”
The hope for InfoComm EDGE is to create a curated event that encourages connections and longer dwell times for leaders who shape complex projects across the region. Companies will need to apply to sponsor the event, while attendees will need to request an invitation to attend.
Joyce is intrigued by the opportunity to “deliver something quite exceptional and quite new. I’m very excited,” she added, “and now we build and deliver.”
