Óscar Barranco (Easyfairs): ‘We are ready to take part in a new European industrial strategy’

The next edition of Advanced Manufacturing Madrid, 20 and 21 November, comes at a turning point for European industry. The event has been revamped to showcase an even more relevant range of technology and knowledge.

AutoRevista.- The next edition of Advanced Manufacturing Madrid comes at a time when the competitiveness of European industry is in the spotlight following the publication of the Draghi Report, how can this new edition of the trade fair-congress catalyse this reflection?

 Óscar Barranco.- Advanced Manufacturing Madrid acts as a hub to foster collaboration and innovation in industry. In addition to showcasing the most advanced technologies and solutions, the event goes further by offering strategic forums and round tables to discuss how they can help companies to improve their efficiency and sustainability, key aspects for competitiveness in the global environment. 

In addition, the Tech Congress 4.0 and Tech Forum 4.0 are designed to inspire companies with the most cutting-edge trends, Draghi in his report plans to invest some 800,000 million euros in innovation and productivity and states that the economic future of the Old Continent depends on its ability to implement a ‘new European industrial strategy’, from our position this is good news and we will certainly be prepared to take sides if these plans are carried out.

 AR.- In the specific case of the automotive industry, we are witnessing the rapid commercial and progressive industrial projection of Chinese manufacturers in Europe. What is the expectation of having these manufacturers at Advanced Manufacturing Madrid?

O.B.- The entry of Chinese manufacturers into the European market, especially in the automotive industry, is a phenomenon that is having a considerable impact. These manufacturers, which have grown rapidly in terms of technological capacity and competitiveness, are seeking to establish themselves not only as commercial suppliers, but also as key players in the European industrial ecosystem. 

At Advanced Manufacturing Madrid, we hope that these Chinese brands will become actively involved in future editions, as well as the European ones, as visitors, exhibitors or as participants in debates

At Advanced Manufacturing Madrid, we expect these brands to become actively involved in future editions, as other European brands are already doing, whether as visitors, exhibitors or as participants in industry discussions. We are an industrial show and we live in an increasingly globalised world, so welcoming new partners is part of our mission, especially if they are so relevant to the market, can accelerate innovation and meet the needs of our audience.

AR.- One of the great features will be the Tech Forum 4.0, how has this new proposal been conceived and what are the expectations?

 O.B.- The Tech Forum 4.0 has been conceived as an innovative space where technology and industry will converge. This new forum includes two main areas: the Demo Zone, which will allow attendees to interact with advanced technologies, and the Classroom Zone, dedicated to the transfer of knowledge through conferences and specialised forums.

The Tech Forum 4.0 has been conceived as an innovative space where technology and industry will converge

The Demo Zone is designed to showcase innovations in design, operations and quality, offering visitors the opportunity to see how automation and process integration can optimise the supply chain. Interactive stations will feature R&D tools, collaborative robots and solutions for waste management and workplace ergonomics.

The Classroom Zone will feature a comprehensive programme of conferences, including the 1st Automotive Operational Excellence Forum, which will bring together key players in the supply chain. Expectations are high, as it will address best practices in operational efficiency and explore how the integration of new technologies can transform the automotive sector, a key area of the industrial economy.

AR.- Which technological vectors will capture the attention in this new edition, focusing on digitalisation, sustainability and competitive costs?

O.B.- As far as digitalisation is concerned, 4.0 technologies such as artificial intelligence, IoT and advanced automation systems will continue to be key themes. Solutions integrating these technologies allow companies to optimise their processes, reduce production times and costs, and improve traceability and data management along the supply chain.

In terms of sustainability, the industry is increasingly committed to the search for more sustainable processes and materials. This year, a greater presence of circular economy solutions, energy efficient technologies and low environmental impact manufacturing is expected. Pressure to comply with European environmental regulations is forcing companies to look for innovations that allow them to be greener without compromising their competitiveness.

Finally, cost efficiency remains a challenge. Solutions that allow cost reductions without sacrificing quality or production capacity will be essential. Technologies such as additive manufacturing and advanced automation are expected to play a crucial role, offering flexibility and customisation while improving efficiency.

 AR.- AMM has been focusing on new, more advanced and sustainable materials for some time now, how is this theme going to be expanded in the next edition?

 O.B.- Composites Madrid, the area dedicated to advanced materials will be one of the areas of greatest expansion in this edition of Advanced Manufacturing Madrid, which will have 50% more exhibitors than last year and with the Composites Ágora for the second consecutive year, a space dedicated to networking accompanied by a conference room with content during the two days where we will have talks by Enrique García, Chief Technology Officer at the National Composites Centre or Tamara Blanco, Composite Materials & Processes Engineer & Expert at Airbus. 

We are also celebrating another year our alliance with AEMAC, the Spanish Composite Materials Association, which makes this event a completely satisfactory experience for our visitors. In addition, we will once again organise, for the 5th consecutive year, the AEMAC Conference, with the dissemination of research projects and new developments and solutions in composite materials.

The industry is continuously exploring the use of lighter, stronger and more sustainable materials that not only meet technical requirements but also minimise environmental impact. The search for recyclable and biocompatible materials, as well as the development of advanced composite materials, will be key areas of discussion at this edition. 

In addition, emphasis will be placed on the implementation of sustainable materials in high-demand sectors such as automotive, aeronautics and construction. Innovations in green materials and biomaterials, which are gaining traction due to increasing regulatory pressure and consumer expectations for more environmentally responsible products, will be presented.

AR - The two-day formula is still one of the hallmarks of Easyfairs events, will it continue to be maintained, and what is the forecast for exhibitor and visitor numbers to exceed previous records?

 O.B. - The two-day formula has proven to be a success, as we concentrate a high level of interaction between exhibitors and visitors in a short time, which also means lower logistical costs for exhibiting companies. 

Last year, we achieved record figures with over 600 exhibiting companies, more than 13,400 unique visitors, 53,752 business interactions and an economic impact of 15 million euros. For the 16th edition, the forecast is to surpass previous records, both in terms of exhibitor and visitor numbers. We also expect an increase in the participation of international companies and a greater focus on emerging sectors, which will increase the range of solutions on offer and generate more business opportunities.

We expect an increase in the participation of international companies and a greater focus on emerging sectors

 AR.- The awards include a powerful gallery of candidates with highly innovative proposals, how do you work the application process and what is the impact of these awards from Easyfairs' perspective?

 O.B.- The application process for the Advanced Manufacturing Awards follows a rigorous process in which a public call for entries is opened for companies in the industrial sector to submit their most innovative projects. In the third edition of these awards, we have received almost one hundred applications, from which 56 projects have been selected as finalists in seven different categories. These categories range from the best innovation in product design and development, to the most disruptive technology in production processes and the best sustainable or circular economy project.

The selection process for the award winners is highly competitive. A jury of experts from the industrial sector, with representatives from large companies and institutions such as Siemens, Repsol or the Universidad Rey Juan Carlos, is responsible for evaluating the projects, deciding 80% of the final result. The other 20% is determined by popular vote, allowing the public to vote through the awards website until 30 October. 

From Easyfairs' perspective, these awards are an excellent way of recognising and highlighting the talent and innovation that drive industrial transformation in Spain. At the same time, they give great visibility to both finalists and winners, creating opportunities for these projects to gain traction and be implemented on a larger scale. For us, the awards are not only a form of recognition, but also a way of driving technological progress and fostering sustainable growth within the industrial fabric. The awards ceremony, which will take place on 20 November at IFEMA, is one of the most eagerly awaited moments of Advanced Manufacturing Madrid, where the industrial community celebrates the advances and collective efforts towards a more efficient and connected future.

AR.- Are there any points to add that differentiate this next edition from the 20th and 21st of November 2024?

O.B.- Beyond the first edition of the Tech Forum 4.0 that we have already mentioned, one of the main differences of the 2024 edition will be the celebration of the SME University Congress organised by Fundae, which will focus on the digitalisation of small and medium-sized companies in the metal sector, offering a valuable training and networking opportunity for entrepreneurs and freelancers. The fair will also feature a revamped Tech Congress 4.0, which will present a wide-ranging programme of conferences on key trends such as robotics, artificial intelligence and sustainability. 

These include the Keynote Session ‘And suddenly AI arrived’ by Silvia Leal, trends and technology expert and advisor to the OECD and EU (20 November at 12:00 noon in the Schaeffler Room): 00 in the Schaeffler Room) and also the round table co-organised by this same media on 21 November, which will deal with the Management of automotive factories in real time, with Luis Miguel González, director of Autorevista as moderator and José Martín Vega, director of the Iberia Vehicle Industrial Pole of Renault Group, Naiara Fernández, I4. 0 Adoption Manager at Gestamp, Santiago Ferrer Jover, Program Manager at CT Ingenieros Group and Diego Sáez de Eguílaz Cámara, Managing Partner at MESbook.

Lea esta entrevista en castellano

Interview published in AutoRevista 2.395