I recently returned from my first trip to Integrated Systems Europe 2026 in Barcelona – better known by its moniker, ISE. Utter those three syllables and everyone immediately knows that you’re talking about, unarguably, the biggest and most well-attended audiovisual event on Earth.
Around 95,000 people passed through the gates of ISE across its four days in the first week of February. This represented an increase on the approximate 85,000 that visited 12 months prior. As anyone who has visited Barcelona’s Fira Gran Via can attest, these numbers are likely to grow even further, given the ongoing construction of additional exhibition space that crosses the Avenue Joan Carles I.
At ISE, brands can be conspicuous by their absence; seeing is believing when walking the vast floors at one of Europe’s biggest convention centres. For an audiovisual exhibition, you’d expect an absolute assault on all of your senses when walking the floor – and that’s exactly what you get. As far as the eye can see, a vista of sights and sounds greet you at every turn.
However, whilst I didn’t keep a close eye on my daily step count, my blistered feet can testify that I covered a few miles in Barcelona. This was mainly in the 30×40-feet BrightSign booth that occupied the entrance to Hall 4 – the home of digital signage at ISE.
BrightSign Brilliant in Barcelona
I was making my ISE debut to provide on-the-ground PR support for C8’s client, digital signage market leader, BrightSign, in Barcelona. Alongside our US agency partner, Racepoint Global, we hosted a dozen media and analyst briefings for our roster of international spokespeople. This included journalists and reporters from the likes of A1 Retail, ProAVL, blooloop, rAVe, and Commercial Integrator.
In my role wearing the BrightSign t-shirt – quite literally, although I’m not sure purple suits me – I was also tasked with generally helping to run the booth, alongside the brilliant BrightSign marketing team. This involved keeping everyone’s schedules on track – including the relentless meeting schedule with clients, partners, and prospects for BrightSign’s international sales and business leaders – and giving booth visitors a top-line overview of everything that BrightSign had to offer on its innovative stand.
In environments like this, I physically can’t stand still; I have a relentless urge to try and add value wherever I can – something that the entire C8 team prides itself on.
This prioritised the real-world application of digital signage technology in QSR, corporate, and transportation environments, beyond simply exhibiting hardware, giving attendees a sense of what’s possible with state-of-the-art digital signage technology in these sectors.
In addition, BrightSign’s eye-catching retail area was a big hit with visitors, with its media players combined with pressure sensors and LIDAR technology from BrightSign partner, Nexmosphere, the engine behind the innovative lift and learn experience.
The Power of In-Person Interactions
C8 Consulting is inherently international in running strategic PR programs. Many of our clients are based outside of the UK; therefore, any opportunity to spend valuable time with client decision-makers, and extended teams, are absolute gold.
I was lucky enough to get plenty of time with BrightSign’s US-based team in Barcelona and did my best impression of a sponge to soak up as much as possible throughout the week.
Ultimately, building robust partnerships with clients, and positioning yourself as trusted consultants is always achieved better in-person – whether this is at a monthly meeting in the office, or spending four days working closely together at the world’s largest AV event. I’d challenge anyone to a debate who has an opinion on this to the contrary.
The same principle applies to media and analyst engagement. In an industry increasingly mediated by screens, in‑person conversations still carry weight. The informal discussions, spontaneous conversations, and memorable interactions formed on the show floor are often the moments that resonate long after the event. This influences future coverage and shapes brand perception.
Seeing is Believing at ISE
For brands like BrightSign, ISE is not just an exhibition; it is a platform to demonstrate sector leadership, articulate vision, and connect technology to real‑world outcomes. Furthermore, it’s a reminder that while digital tools enable reach, it is still face‑to‑face engagement that cements relationships and builds long‑term value.
In true-to-form style for such a grand event, the decisions for the location and size of booths for ISE 2027 needed to be made shortly after the doors opened this year. After all, the relentless brand building necessary today stops for no one.
