U.S. Ambassador Richard Grenell Walks the IFA 2018 Show Floor
For the first time since 2011, the sitting U.S. Ambassador to Germany stepped onto the Messe Berlin campus to take in the sights, sounds, and technologies on display at an IFA event. U.S. Ambassador Richard Grenell arrived with an envoy of security and staff on Tuesday afternoon for a brief walking tour of IFA.
To think that anyone can walk the IFA floor in just a couple of hours is crazy, but in looking over the agenda that Grenell had laid out for himself, it’s clear what he wanted to accomplish. The tour focused on the IFA Next and iZone/Home Entertainment areas of the show, and each stop along the way gave him an opportunity to chat with a U.S.-based company that was here in Berlin showcasing their latest innovations.
"IFA was honored to welcome Ambassador Grenell to our fairgrounds here in Berlin,” Jens Heithecker, Executive Director of IFA, told Dealerscope. “This was a great opportunity for the ambassador to not only see the latest products and innovations that U.S. companies were showcasing here at IFA, but also how those companies are forging partnerships and co-innovating on the global stage. It became clear as the ambassador walked the IFA NEXT area and other halls of IFA that he has a passion for consumer electronics and a genuine care and understanding for the companies that he visited during his time with us."