The anticipation build-up towards drupa was huge. Whereas the previous edition was marked by a sense of caution, instilled by the crisis, it seems the market is ready to be bold(er) again. drupa communication picked up like it hasn't done in years, companies were looking for the right tone of voice to make sure they could "unleash" print at this year's edition. (I've seen quite some unleashing references, I think it might be the drupa word du jour.)

Yesterday I roamed the halls to get acquainted again with this massive show. (I get lost easily and my navigation skills suck. Ask anybody who knows me.) Bumped into some journalists to secure some interview slots. USBs are ready, so are the flyers and the briefing documents. All this anticipation and here we are. Moment of truth.

Yesterday the fair cities of Düsseldorf and Cologne got just about flooded with the rain. What a metaphore for the drupa theme. It flooded our lives the last few months and now it will flood the cities for the next two weeks. After drupa, no deluge. It just marks the beginning of another three year cycle.

I'm ready. Release (unleash?) the Kraken.

Maya

P.S. Most likely I'll be around halls 7, 8 and the press centre. Always willing to get lost or take a detour to talk communication.