HOW MAX BÜSSER MASTERED THE ART OF EATING 8 SUSHI ROLLS IN 27 SECONDS
SIHH is, by far, the most effective fair — there are only two — [chuckles] but it’s the most effective one.
It’s also the most brutal. Why? Because we see as many retailers, clients and five times as much press as we do in Basel. In Geneva, all of this happens over four days. Whereas in Basel, we’ve got eight days.
For guys like us, who have three little offices around the world, to see that many people in four days is just a phenomenal task. We were basically meeting people back-to-back every day.