And this very move – from the Stuttgart city center to the airport – has already been made once before, in 2008. At that time, however, still under the direction of Peter Sauber. This time, for the 22nd hosting of f-cell, Peter Sauber Messen und Kongresse GmbH is only involved in an advisory capacity. Organization of the event is now, for the first time, the responsibility of Landesmesse Stuttgart GmbH. Although they had also already been involved in the running of f-cell in 2008, it was limited to the Battery & Storage segment. What was not achievable within four or five years from that time should be this time: selling a lot of exhibition spaces to presenters of technologies for energies of the future. The challenge for Landesmesse Stuttgart will be to make clear both to visitors and exhibitors what is actually different this time. So this time, why the change of location is more likely to bring success. The trade fair company will constantly be faced with this challenge in the coming years. The starting conditions are promising, as the takeover from Peter Sauber Agentur seems to have taken place harmoniously and without complications. Numerous former employees moved over to Landesmesse and continue to contribute the whole of their expertise there. Additionally, hydrogen and fuel cells are no longer niche areas. At the same time, however, the number of events focused on them in Germany and Europe has significantly increased. Messe Stuttgart must therefore not only bear the comparison with the first move of locale, but also against other – sometimes new – trade fair organizers. At the time of going to press, it was foreseeable that the number of exhibitors may be double or more compared to the previous year. Whether the number of visitors may as well remains to be seen. Author: Sven Geitmann
