The Changing Face Of photokina

Is the photokina trade show becoming a foto Festival?

While pro photographers attending photokina 2014 filled the two halls dedicated to the tools of their trade—lighting, filters, tripods, etc.—and dealers and salesmen handled over how much and how many, and press scurried about gathering grist for their mill, the biggest crowds I saw at the show were the so-called “photo enthusiasts,” folks who love their hobby and their gear. They came in droves for fun and games, lectures, demos, and yes the latest cameras and lenses.

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The front entrance of the show was a few steps away from the local train and subway station, so people from all around came. Here are the kids hanging out on the steps right at show closing. © George Schaub

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Well, every place has to have world’s largest something, so here is the world’s largest “photo globe” placed right at a crossroads of the exhibit halls. © George Schaub

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One booth that drew a large enthusiast crowd was that of Fujifilm. Note the interesting poster on the wall that explains why one should switch from a DSLR to one of their lighter mirror-less cameras. © George Schaub

While this is great to see it is a decided shift in the event. In talking with other reporters, and from my own experience, I can say that most of the “news” came out before the show or, when announced on site, did not cause much of a stir. (I will have some exceptions and new tech in my next report.) Yes, there were in-depth talks, but press conferences were referred to by presenters as “shows,” and there was very little if any “conference” or Q&A encouraged or allowed. This took place in private meetings later, true, but there was more noise and graphics at the press events than substantive information.

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Sigma has a number of lenses on stands for folks to look through, including this “Big Bertha.” © George Schaub

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Drones, photo-copters and all manner of “wearable” cameras were in evidence, with this fellow seeming intent on keeping it from spinning out of the booth. © George Schaub

Indeed, some foreigners like myself wondered out loud about attending again next time, given that all the hotels in town triple their rates when the show’s in town. Budgets being budgets, this can make making a case to attend tough, particularly when your boss sees that they can get all the news they need from the ‘net.

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Canon lined up a whole bunch of long lenses for folks to try out, although the only vista was the other side of the huge Canon booth. © George Schaub

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© George Schaub

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

It’s a different story, I think, for those who might want to check out photokina for, yes, new gear, but also for the growing events that surround it. I already reported on the Photoszene, which could keep you busy for days visiting galleries, museums and openings, but the show itself also had some very engaging presentations and interactive areas. Some manufacturers got into the spirit and had a continuing round of pros giving talks at their booths (not so much in the pro halls but in the general trade halls). There were also a large selection of exhibits throughout the hall, including those from National Geographic, UNICEF, the UN and local galleries.

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Everywhere you turned were walls covered with photos and themed shows, all of which were given a look at by the large crowds. © George Schaub

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© George Schaub

Perhaps the most interesting place to hang out for folks looking to learn was at the halls where the so-called “Photo Community” hung out. For me it was a bit odd because those halls used to be filled with pro gear. In any case, the community was in fact a series of presentations, interactive booths, and, in the Photo TV area, a ring of makeup booths that were not quite face painting but more makeup for costuming and special effects.

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The Photo TV area had makeup stations, and while some opted for hair and face this person went all the way. © George Schaub

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Hasselblad had models strutting out on a runway and cameras were flashing all day, but most of the crowd used camera phones or DSLRs. The models generally struck the appropriate bored pose. © George Schaub

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Fujifilm has an instant camera line, the Instax, and to communicate the fun they had setups where kids could dress up and take hone a snap. © George Schaub

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Another area in the Canon booth had soccer (sorry, football) players knocking a ball around so folks could shoot and see how responsive the new 7D Mark II is. © George Schaub

While everyone was having a good time, and there were crowds a-plenty there, it’s strange to find this at an ostensible trade show. photokina has always allowed the public in, but that used to be limited to the last few days of the show, allowing the “real” business of the show to take place prior to the madding crowds.

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Benjamin Von Wong gives his demo “Strobe vs Sunlight” with broncolor gear to a packed house at the photo community area. © George Schaub

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In the photo community area there was a constant stream of lectures and talks, with all being well attended. © George Schaub

To me, it seems like photokina is morphing into an event-concentrated venue, and while that’s certainly a big change from years back, I can understand their need to keep the house full. Whether it remains as an essential event on the calendar for those who follow and report on the photo industry is another question altogether.
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This looks pretty daring until the lens pulls back and you see it’s a quite good trompe d’loeil. There were quite a few similar setups around the show and around town, a way to create photo ops for the attendees. © George Schaub

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© George Schaub

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Of course, one of the best photo ops of the show is the view across the river from the show grounds of the city at night. The evening I took this shot there must have been at least three hundred photographer lined up along the walled path along the quays. © George Schaub

George Schaub is a contributor to Resource Magazine and will be filing reports directly from the show floor while attending photokina 2014 from mid to end of September.