Claudia Sixl, Project Director of the leading international trade show LASER World of PHOTONICS, enjoys traveling, books, culture, and salsa dancing, and is inspired by the fascinating possibilities of light as a natural resource. Since 2001 Claudia Sixl has been the Project Director of the leading international trade show LASER World of PHOTONICS.

1. One doesn't become the Project Director of a leading international trade show overnight.  You must have had a few other jobs before this one. How did you arrive at this point?

Ms. Sixl: The roots of my career are in media and communications. My entry into the trade show business was more or less accidental. I started at IMAG, the foreign subsidiary of Messe München, and then for a few years I was responsible for various assignments as part of the SYSTEMS team. Finally in 2001 I took over the project direction of the LASER World of PHOTONICS. So in the meantime I've accumulated more than a decade of trade show experience, and this exciting and rapidly changing field has absorbed all of my attention up to now.

2. It would be impossible to organize a trade show like this all on one's own. How many employees are involved?

Ms. Sixl: We work with a core team of three people, including me, that is exclusively responsible for this trade show and the conference. Of course, many more colleagues from across different areas work along with us, including people from the areas of marketing communications, technical exhibitor services, and trade show services.

3. There is less and less time for managers to keep informed of constantly changing trends and technologies. What sources do you rely on to keep yourself informed as the Project Director of the LASER World of PHOTONICS and to get a challenging trade show program up and running?

Ms. Sixl: That's absolutely right. With all the diverse responsibilities as a Project Director - from the strategic direction of the event down to the organizational details - it's important to have reliable partners and contacts in the industry in order to be able to shift one's focus from the direction of the trade show and the conference to the latest developments in photonics. In addition to that, of course, trade journals are also an important source of information. 

4. Even the top trade shows have had to make cutbacks recently. In contrast, LASER 2007 World of PHOTONICS ended with its best result since the first event in 1973. With more than 1000 exhibitors it has once again proven its reputation as a leading international trade show.  How do you explain the boom?

Ms. Sixl: Beginning with the first LASER event in 1973, the leading minds in laser and photonics technology have met in Munich every two years.
Compared to other events, which have recorded slowdowns, this trade show has a clear focus: a specialized trade show with an innovative character and an orientation toward applications. In addition to that, it's one of the few trade shows for which companies develop specifically, so they can present something new. These are the essential areas of focus of our trade show concept, and they are also expressed in our slogan: "Light at work."

Up to the present day, the conference continues to be the worldwide meeting place for the scientific elite, where Nobel Prize winners and leading scientists can mingle with students.

Among the essential factors contributing to our success have been: the trade show and the conference, which show the entire spectrum of photonics with all the synergistic advantages for exhibitors and visitors; the exchange between industry and research oriented toward fundamental principles and practical applications; and constant renewal, which mirrors the development of the laser and photonics industry.

The LASER World of PHOTONICS is still a high point for the community - both technologically and emotionally.

5. At what point does one become a so-called "leading international trade show"?

Ms. Sixl:  Besides quantity, i.e. the number of exhibitors and visitors as well as the area of the exhibition space, the most important factor is the quality of the event. At a leading international trade show, one claims to reflect the entire world market, which means that all the relevant market participants come together there. However, this does not mean just the big key players, but also start-ups and trendsetters, who contribute to the event's innovative character.

6. The change in the concept of the trade show toward being more user-oriented already paid off in 2007, and will likely also have a positive effect on the next trade show.  Is the scope of the applications accelerating continuously?

Ms. Sixl: In many areas the application of optical technologies has already become a matter of routine. Others are still in development, and in a few years I am sure there will be areas of application we do not even know about today. To that extent I am convinced that the LASER World of PHOTONICS is pointed in the right direction and will continue to make an important contribution to innovation.

7. On March 18, 2008 the LASER  World of PHOTONICS China will begin in Shanghai with the special event "German World of Lasers & Photonics."  The still young Chinese subsidiary is also shining brightly, with outstanding growth rates. How important is the Chinese branch for the trade show here in Germany? And: Will you be there yourself?

Ms. Sixl: The foreign trade shows benefit our central events here in Munich in a multitude of ways. For one, our exhibitors can profit from our expertise in individual areas in other countries as well, and they can benefit from our know-how and high quality standards. We accompany them on their way into new markets. Second, in countries where we have established our trade-show brands, we also increase the degree of recognition of our trade show in Munich. In terms of both exhibitors and visitors, we record a positive reaction to the LASER World of PHOTONICS in Munich.

Of course I will personally be present in Shanghai too. I have been responsible for international projects in the area of photonics and electronics since the beginning of January of this year, and I also see myself as a contact person for our clients in places besides Munich.

Thank you for the interview.