Welcome to the Crystal Ball that is IFA

For five days every September, Berlin becomes the world’s loudest whisper about the future. Yes, IFA is where deals are made and technologies unveiled. But it’s also where culture sneaks in through the side door – in the sound of a DJ set, the smell of a freshly baked pizza from a brand new oven, the buzz around a merch drop that could hang in a concept store just as easily as at a trade fair. This year’s IFA line-up is more diverse, daring and deliciously unpredictable than ever before. From cooking shows with creators to TikTok performances, from the Pitch Battle finale to live concerts and podcasts in the Sommergarten, the programme is as eclectic as Berlin itself. It’s business, yes, but it’s also taste, sound, style and surprise. IFA is a crystal ball for how we’ll live tomorrow – from the tech that shapes our living and working routines during the day to the shows and sounds that light up the night. The IFA Moments remind us that progress is not only measured in specs and screens, but also in the way brands connect with people, communities and ideas. So walk the halls, grab a coffee, wander into a talk you didn’t plan to attend and get lost in the Sommergarten crowd. Because the future doesn’t just sit behind glass panels – it moves, it plays, it tastes like something new.