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Imagining the future at The Amtrium

Imagine Communications opens IBC2015 in a new location and in a brand new building, the Amtrium. Located between the IBC Content Everywhere Hub Theatre and Hall 4, this location provides the flexibility for enhanced, hands-on demos and presentations to showcase leadership and latest innovations spanning the company’s advertising, playout, networking and distribution portfolios.

According to Mathias Eckert, vice president EMEA, Imagine Communications plans to use a dedicated stage to hold multiple presentation sessions each day involving special guest speakers, strategic partners and panel discussions.

The theme throughout the event will be how media companies can – at their own pace and in a manner most effective for them individually – transition away from legacy, proprietary hardware to IP-enabled, software-defined and cloud-virtualised environments that provide the freedom to grow, change and adapt.

“Last year we were out in front of the acknowledgement that the future for our industry is one of IP, software-defined networks and TV Everywhere, and the entire industry is now focused in that direction,” Eckert said.

“At IBC2015, we will show examples of how you can invest in today’s products and solutions, yet retain that investment while transitioning gracefully to hybrid IP or full IP environments at your
own pace.”

The spectacular Amtrium is the latest flexible and sustainable conference, meeting and office space on the north side of Amsterdam RAI.

The building’s unique design uses as many natural resources as possible for heating and cooling, including thermal storage and solar panels. Managed by the Dutch Green Building Council the Amtrium has achieved BREEAM-NL, the Dutch hallmark for sustainability.

Adjacent to the office floors, the entire length of the south side of the building is covered with a vertical greenhouse which will produce vegetables and herbs for use in the high-quality restaurant The Roast Room.

This two-storey restaurant is situated on the north side of the Amtrium and has its own entrance.