It’s one of the biggest technology shows on the planet but you’ve probably never heard of Integrated Systems Europe – or ISE for short. Despite its lack of prominence with consumers, this global event attracts all of the most famous tech firms with brands such as Sony, Samsung, Google, Sonos and LG setting up shop for a week in the sprawling halls of the Fira in Barcelona. Since its conception over 20 years ago, ISE has grown into a major event, with well over 1,600 exhibitors now showing off their latest and greatest ideas.
2025 also broke all records with over 85,000 visitors from 168 countries coming through the turnstiles. But this bustling show isn’t about 4K TVs, portable Bluetooth speakers and wireless headphones – it’s much bigger than that, as I found out after taking the trip to Barcelona last week.
ISE showcases advancements in the Audio Visual (AV) world, and what’s displayed at this event is genuinely mind-blowing.
Giant displays bigger than a house, huge £140,000 speakers that sound better than any cinema I’ve ever been to, smart drones packed with pyrotechnics that can put on a fireworks show, and even clever screens built for interactive classroom sessions and weekly work meetings.
Transparent technology was also another star of the show with one installation – from the team at Lang – using animated graphics on a mesh-style Muxwave screen to look just like a waterfall.
LG was also back with Transparent OLED screens – which are built into furniture – and can be transformed from clear glass to a fully viewable display at the touch of a button
As a self-confessed tech geek, it’s almost impossible not to be wowed by all of this gadgetry, but not many of us will ever own a 146-inch “The Wall” TV from Samsung, pop a cinema-style projector in the front room or install a professional Beolab 90 sound system from Bang and Olufsen.
However, that doesn’t mean you’ll never get to see what’s on show at ISE in the real world. Many of the latest screens that first appear at Integrated Systems Europe end up entertaining us at concerts or show us where to go at shopping centres or airports.
“Consumers are probably not aware of how immersed they are in AV,” explained Mike Blackman, Managing Director of Integrated Systems Events.
“When you go to the airport, when you go to the train station, when you go on the buses and you see all these screens giving you information. Can you imagine trying to get around Heathrow Airport without any of those screens?”
“If you go to most of the high street stores, you’ll see LED walls; you’ll see screens, you’ll see virtual fashion shows, or even virtual mannequins where you can try on clothes. So it’s touching more and more consumers. “
This type of public interaction looks set to get even more advanced.
For example team at Solum showcased a clever new NEWTON e-ink technology that can replace those paper price stickers in supermarkets and this firm is even working on small signs that glow to show you which wine might suit your specific tastes. That could end the nightmare of looking at a wall of booze and not having a clue which one to choose.
In the future, AI-powered screens could help you choose specific products and offer improved interactions by changing the content as you walk past so it’s unique to your tastes.
Although most things on show at the ISE are aimed at commercial installations the push to create bigger and better products is often driven by the general public.
Consumers have driven much of the new tech that arrives at the show each year as we all want to see AV technology in shops, sports and concert venues that’s as good, if not better, than our TVs at home,
“Consumer business is driving expectations in the pro-business,” explained Blackman.
“Because when you’re used to having a 4K TV at home and you go elsewhere, you wanna see the same resolution.”
It’s been another record-breaking year for ISE, with more people than ever visiting the show. Although you can’t buy the innovations on display, the updates showcased in Barcelona are sure to be coming to a shop, stadium, airport, or high street soon – so watch this space.
