No, ISE is not moving to New York—quite the opposite. Barcelona is making a bold statement on the world stage. In November, the city’s economic initiative, Barcelona Partner, took over Times Square to promote the Catalan capital as a hub for innovation and technology. Joining the campaign was ISE, the world’s largest ProAV trade show, which has called Barcelona home since the pandemic.
ISE 2026: Barcelona Goes Times Square
For a brief moment, Times Square transformed into a slice of ISE. Across many of the iconic Digital-out-of-Home screens, Barcelona and ISE showcased their vision for the future, positioning the city as Europe’s leading destination for digital technology and interactive media. The message was clear: Barcelona is not only the home of ISE but also a growing base for ProAV companies from around the globe.
A symbol of this transformation is the Tres Chimeneas power plant – known in English as “The Three Chimneys.” The imposing structure, built in the 1870s and decommissioned in 2011, is being redeveloped into a center for digital and audiovisual arts. Standing 180 meters tall, the former thermal power station has become an emblem of Barcelona’s ambition to reinvent itself as a creative and technological powerhouse. Supported by the Catalan regional government, the renovation aims to create a space that will one day host thousands of ProAV professionals and media creators.
