Breathing new life into NEW

Fundamentally, she views the industry as a united force – encompassing not just designers, manufacturers and distributors – but also the media, delegates and, to an extent, the government. After all, we're all in this together. When I attended last year's NEW at Earls Court 2, many expressed an air of disappointment at the low visitor numbers. Nevertheless, the reaction from the exhibitors I spoke to was positive and, more or less unanimous. It was a well organised event, but - other than dragging visitors off the streets - what else can you do? It appeared to me that the relatively low attendance wasn't caused by factors such as location, timing or content, but rather by a swathe of apathy. Just 12 months later, we live in an entirely different world where apathy is not an option for anyone. Collaboration and support are crucial, while paradoxically only the fittest will survive. This year's NEW has a broader spectrum of exhibitors, and – as Claire noted – design engineers haven't really had an event in the UK for over a decade. So, against a backdrop of recession, attendees are crucial. Claire's obviously pulled out all the stops for NEW 2009, with guests such as Richard Noble and the pilot attempting to break the 1000mph land speed record. It's easy to talk the talk when it comes to encouraging unity in a sector that thrives on competitiveness. In the halls of Earls Court 2, there will be competitors, rivals and sworn enemies bound together only by patent infringing court cases. However, as Claire noted, the electronics industry is also built around passion. We should be proud of it and, if pushing out the boat to attend an event the best the industry has to offer is a small step – at least it's a step in the right direction.