This year, Messe München is hosting Analytica 2020, an international trade fair for laboratory technology, analysis, and biotechnology, as a virtual event. The new format, reimagined as Analytica Virtual, will enable exhibitors to book digital trade fair booths for October 19 to 23. Furthermore, it offers all customers additional opportunities for exchange and networking. Large parts of the lecture and supporting program will also be available in digital form.

In coordination with the Analytica advisory board, in March 2020 the decision was made to postpone the trade fair from April 2020 to October 2020. As late as July, exhibitor interest in a presence fair was very high, even though the hoped-for relaxation of travel restrictions from non-European countries failed to materialize. Visitor promotion was then focused on the European market again.

“Unfortunately, particularly in Europe, a development has begun in the weeks of August that affects exhibitor and visitor markets directly,” says Dr. Reinhard Pfeiffer, deputy chairman of the Management Board of Messe München. “News came from important European Analytica core markets that trade fair visits would not be able to take place. A presence fair in October would therefore have fallen far short of the requirements of the participants with regard to the internationality of Analytica, disappointed the expectations of visitors and exhibitors even in corona times, and damaged the core of the event. A digital platform is now the alternative, which many exhibitors have also advocated.”

Online trade fair with virtual booths and supporting program

The Analytica project team is now working on expanding the Analytica virtual format launched in August into a globally visible digital trade fair for the laboratory industry, reflecting as many of the offers and formats as possible that have been distinguishing Analytica in Munich for decades. Analytica virtual is being realized in close cooperation with Lumitos AG. Analytica 2020 virtual will be available 24 hours a day in order to enable visitors in all time zones to participate. On virtual exhibition booths, exhibitors will present novel products and product innovations from all areas of laboratory and Analytical technology for the target industries of chemistry, biotechnology, pharmaceuticals, and food.

Visitors can experience product presentations, download flyers, and contact exhibitors directly via text, audio, and video chat functions. In addition, web seminars, specialist lectures, and a large part of the supporting program will be available via the platform. Important program items will be repeated at various times during the day. Highlights will include the globally unique special show Digital Transformation, in which companies and scientists have realized eight workflows to present the state of the art in laboratory automation. The Analytica conference will likewise take place in a purely virtual manner in 2020 to maintain its high professional level with top international speakers.

For more information, visit Analytica.