News

Starting in May, 2026, High End Munich is morphing into High End Vienna, with the first Vienna High End scheduled for May 28-31, 2026. The surprise move from Munich’s MOC to Vienna’s ACV (Austria Center Vienna) follows what is now understood as a trial run that drew 66 companies and approximately 4000 visitors to Vienna’s ACV in November 18-19, 2023.

In a press release that reached the United States at 8:27 AM EDT on September 11, the High End Society shared the news. “The first-class event venue in the heart of Austria’s capital has undergone extensive remodeling in recent years and was equipped with the latest digital technology,” it said. “The venue offers a variety of modern rooms in different sizes for exhibitors to best showcase their products and technologies. Additional rooms and spacious halls are available for exhibitors to set up their individual stands. The ACV has a total of 26,000 square meters of exhibition space on several levels in the main building as well as the adjoining halls, enabling exhibitors to find optimal conditions for their various needs.”

Even companies that exhibited in Vienna in 2023 were surprised by the announcement. “The rooms have less glass and sloped ceilings than Munich,” 2024 Vienna exhibitor Bea Lam of VTL explained by phone. “The venue is very spacious and nice, and it’s convenient to get to. It’s across the Danube from Old Vienna, and U-Bahn gets you right there.

“The attendees are somewhat different. There were a lot of women coming into our exhibition space by themselves. They paid attention, made room in their schedules to attend specific presentations, and had longer attention spans than I’ve seen at other shows. I spoke to one attendee from Italy, for example, and others who gave evidence of a new, more diverse audience.”

The move comes after more than 20 years in the MOC. “We are convinced that we can take the HIGH END show to a new level with this move, and we look forward to the opportunities that this change will no doubt bring,” said Stefan Dreischärf in the press release.

After the last High End Munich takes place May 15-18, 2025, everyone will reorient themselves to the new venue.

Dates for future shows are:
HIGH END Vienna 2026 – May 28 to 31, 2026
HIGH END Vienna 2027 – May 6 to 9, 2027
HIGH END Vienna 2028 – May 25 to 28, 2028

Having visited Vienna for the first time earlier this year, I expect I am one of many Munich High End veterans elated by the news. While the new venue undoubtedly has its own acoustic challenges—what venue doesn't?—I expect the move to re-energize our industry as it continues to innovate and reaches out to new audiences and constituencies.