The coronavirus takes another victim: DSS Europe 201 announces its cancellation due to the resurgence of the pandemic in Europe.

It seemed like a safe bet a few months ago. An event after a successful roll-out of vaccines in 2021 … to be held in corona-resistant Germany … in Munich … in a five-star hotel next to the airport, far from the city.

The industry rallied, eager to support DSS Europe 2021. A record number of exhibitors, speakers and participants were set to join in.

Now the 15th edition of the event will have to wait until next year.

In a joint statement from the co-organizers, Mike Blackman, managing director of Integrated Systems Events, and Florian Rotberg, managing director of invidis consulting said, “We’ve been monitoring the conditions in Germany and have worked hard to balance health and safety concerns with the need for commerce and face-to-face interaction. These two factors have had shifting weight throughout the year, but as the scheduled date approaches we have come to the conclusion that the best solution for all of us is to cancel this year’s edition. This decision has come after discussions with exhibitors, the venue and local authorities.”

DSS Europe is a European strategy event exploring the business and technology of Digital Signage and Digital-out-of-Home (DooH). It provides a mix of keynotes, conference channels, awards and exhibition showcase. Its preferred venue is a five-star Munich airport hotel, in proximity to the Munich offices of invidis and ISE but every ISE also includes a DSS event.

The only good news from the cancellation is it shows again the steady hand of the ISE organization, proving this event organizer can make the hard decisions.

They’ve announced the next DSS will be back at Integrated Systems Europe on 1-4 February 2022 in Barcelona.

The European industry is holding its breath for these early February dates booked by ISE in Barcelona. Those dates, seemingly so secure a few months ago, now look like a footrace between a congenial industry that loves to come together and a mutating virus and its unintentional supporters (reluctant maskers, anti-vaxxers, the undisciplined that still go on traditional summer vacations and afterward don’t quarantine themselves properly, and others that fail to listen to the medical community).

Yep, we expected herd immunity by now. Instead, we have herd impunity.