When Integrated Systems Europe (ISE) comes to Barcelona each February, it doesn’t just bring the world’s leading audiovisual trade show to the city – it transforms the urban landscape into a celebration of digital art and technology everyone can enjoy. This transformation represents a thoughtful approach to hosting a major international event, one that seeks to enhance rather than disrupt city life.
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Local AV Demonstrations
The show’s commitment to engaging the local community is perfectly captured by Show Director Mike Blackman’s philosophy: “We looked at it and said, what do we do when we go to Barcelona? What do we do to actually keep those people happy about us coming into the city? What do we do to actually say, wow, ISE is coming, isn’t that great?” This mindset emerged from understanding how large trade shows can impact local communities, with Blackman noting that without proper integration, “if I wasn’t part of this industry and I’m living there and my life is being disrupted for a few days, I might get a bit angry.”
This vision manifests in several spectacular ways. The centerpiece is a breathtaking projection mapping display on Casa Batlló, one of Gaudi’s architectural masterpieces. This digital art installation draws around 80,000 locals to Passeig de Gràcia, turning a historic landmark into a canvas for cutting-edge digital artists. Each year features a different artist’s work, ensuring fresh perspectives and continued innovation. After starting with Refik Anadol and Sofia Crespo, the 2025 edition will showcase the work of Davi Coyola, continuing the tradition of merging creativity with technology.
Connecting Barcelona to the AV Industry
The show’s influence extends beyond just visual spectacles. ISE has become deeply integrated with Barcelona’s academic and cultural institutions, collaborating with local universities on technology innovation and sponsoring the LLUM festival – a city-wide celebration of light and technology art installations throughout the Poblenou district. This festival, which predates ISE’s arrival in Barcelona, has found a natural partner in the trade show, creating a perfect synthesis of art and technology.
As Blackman explains, “We’re working together with all those universities… looking at some of the issues that need fixing or looking at things to solve within our industry.” This commitment to fostering local talent and innovation shows how ISE isn’t just a trade show, but a catalyst for technological advancement in Barcelona. The 2025 edition will feature the show’s first hackathon, running throughout the event and involving multiple local universities.
Cultural Connections
The event showcases real-world applications of AV technology through tech tours of various venues, from hospitals using remote patient monitoring systems to retail installations and airport displays. At the Sant Joan de Déu Hospital, visitors can witness how AV technology enables remote patient monitoring, effectively creating a command and control center that helps children live more normal lives while receiving care. These tours demonstrate how audiovisual technology is transforming everyday life in Barcelona.
Cultural institutions are also embracing this technological revolution, with ISE sponsoring the Joan Miró Foundation as it increasingly incorporates AV technology into its art presentations. This partnership exemplifies how traditional cultural institutions can leverage modern technology to enhance the visitor experience and create new forms of artistic expression.
Magic, Manufacturers, and Media
By weaving together commerce, culture, and community engagement, ISE has created something truly special in Barcelona. It’s not just a trade show that happens to be in the city – it’s become an integral part of Barcelona’s technological and cultural landscape, bringing the magic of audiovisual innovation to everyone, from industry professionals to local residents. The show has garnered support at every level of government, from the Barcelona City Council to the Spanish national ministries, recognizing its significance in driving digital transformation and cultural advancement.
The next ISE takes place February 4-7, 2025, promising to once again transform Barcelona into a showcase of audiovisual wonder, where cutting-edge technology meets artistic expression in ways that benefit and engage the entire city.
Tim Albright is the founder of AVNation and is the driving force behind the AVNation network. He carries the InfoComm CTS, a B.S. from Greenville College and is pursuing an M.S. in Mass Communications from Southern Illinois University at Edwardsville. When not steering the AVNation ship, Tim has spent his career designing systems for churches both large and small, Fortune 500 companies, and education facilities.
