Brugg Cables took part in the world's first purely virtual 3D exhibition in Dubai - WETEX 2020

The first truly virtual and emission-free 3D trade fair for water and energy supply as well as technology, innovation and sustainability took place in Dubai from 26 to 28 October 2020. The event combined the WETEX and Dubai Solar Show fairs.

Nearly 300 exhibitors were spread over five virtual exhibition halls. With the help of a 3D trade fair app, visitors were able to move around the virtual exhibition centre as an avatar, visit trade fair stands and participate in lectures and seminars.

In addition to watching videos, information material or live lectures, the visitors could use a chat function to communicate directly with the exhibitors or the lecturers.

With 1,076 exhibitors from 52 countries and 63,058 visitors from all over the world, this was the largest trade fair in 22 years.

For Brugg Cables, this trade fair format was a premiere and proved to be a model for the future with great potential. The virtual format actually enables the emission-free participation of an international team from Brugg Cables as well as visitors beyond the original catchment area.

Brugg Cables was able to hold some very interesting discussions with industry players and suppliers of the energy sector at its stand. The main focus of the discussions was, in view of the current situation, the future strategy of Brugg Cables in the context of the takeover by Terna. The visitors showed great interest in new products such as the "Extended Repair Joint" presented at the fair.

However, Omar Abbara, Country Manager at Brugg Cables UA, assumes that traditional fairs will not disappear completely from the exhibition landscape: "Even if virtual fairs will increase and their technology will become more professional - personal contact and conversation in presence will continue to be of great importance for our business in the future".