AV Interview: Soren Norgaard, Integrate Expo
The Integrate Expo is looming large. We catch up with Event Director, Soren Norgaard, to hear the latest.
16 July 2024
Interview:/ Christopher Holder
The Integrate Expo is Australia’s premier event for the commercial AV industry. This year, it returns to the International Convention Centre (ICC) Sydney from August 21-23, 2024. Integrate promises a comprehensive showcase of the latest innovations in audiovisual technology, attracting industry professionals and end users looking to stay ahead of the curve. We sat down with Soren Norgaard, Event Director of Integrate Expo, to discuss the new additions and highlights for this year’s event.
AV: What’s new at the show this year?
Soren Norgaard: This year, we’re seeing a lot of organic growth on the show floor. You’ll recognise many of the usual suppliers and contributors to the AV industry, but we also have some exciting new brands joining us. The showcase this year is very balanced. While digital signage and unified communications (UC) have a significant presence, for example, we’ve also got a good mix of audio, visual, and other AV services.
A notable addition this year is Cisco, which has a substantial presence, not just with its WebEx division but also on the security side. This trend reflects increased traffic from the end-user community at the show. We’ve also been joined by BiCSi, the ICT Infrastructure Association, which is hosting a mini-conference and gala dinner on the opening night. This holistic approach, with AVIXA on the AV side and ASIAL on the security side, makes the show a one-stop shop for attendees from various sectors.
AV: The promise of the co-location with the security show was a greater attendance and more end users attending. Has that been the experience?
Soren Norgaard: Absolutely. Big retailers, for example, found great value in being able to explore both theft prevention solutions on the security side and display technologies for their retail environments in one place. This convenience is a significant draw for time-poor professionals.
AV: Tell us about the new location for the Tech Talks.
Soren Norgaard: For the past couple of years, the Tech Talks theatre was on the show floor, which had its challenges, particularly with noise pollution. This year, we’ve moved the theatre to a dedicated space adjacent to the exhibition, on Level 3 in the Parkside Ballroom. This new setup will also host the AVIA Awards, providing a more suitable environment away from the show floor’s hustle and bustle. This change will elevate the production level of the presentations and ensure they get the attention they deserve.
AV: That’s great news for the AVIA Awards. What can attendees expect from the education offerings this year?
Soren Norgaard: There’s a lot happening on the education front. The Tech Talks will cover a comprehensive agenda over three days, featuring thought leaders from across the AV spectrum. Additionally, we’re hosting a K-12 conference with AETM on the first day, which saw significant interest last year and even more this year. The BiCSi conference is also on day one, and the Security ASIAL conference runs over the first two days. This extensive educational lineup, combined with our expanded show floor, offers a rich experience for all attendees.
AV: Speaking of the show floor, how has the exhibition space expanded this year?
Soren Norgaard: We’ve maxed out the entire bottom level of the ICC, covering all four halls. Additionally, we have all 10 meeting rooms on Level 3, some of which are set up as demo rooms for companies like CMI, Australis, Logitech, Microsoft, and ProAV Solutions. We’ve also taken over half of Level 5. This expansion means there’s a lot more to see and experience, both on and off the show floor.
AV: The audio demo rooms seem like a valuable addition. Can you elaborate on their importance?
Soren Norgaard: Absolutely. Demonstrating audio equipment on the show floor can be challenging due to ambient noise. These dedicated demo rooms provide a controlled environment where attendees can truly appreciate the quality of the audio products. I highly recommend audio professionals take advantage of these spaces to experience the demos fully.
AV: It sounds like a lot of effort has gone into improving the show. What would you say to those considering attending?
Soren Norgaard: The show is shaping up to be diverse and well-balanced, with solutions across the entire AV spectrum and added security solutions. It’s not just about seeing the latest products; it’s about networking with industry peers and staying informed about industry trends. If you’re in the AV or security industry, this is an event you won’t want to miss. It’s free to attend the expo, and there’s a wealth of thought leadership and educational opportunities that can benefit anyone in the industry.
Integrate: integrate-expo.com
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