PETpla.net Insider 01+02 / 2013

imprint EDITORIAL PUBLISHER Alexander Büchler, Managing Director HEAD OFFICE heidelberg business media GmbH Häusserstr. 36 69115 Heidelberg, Germany phone: +49(0)6221-65108-0 fax: +49(0)6221-65108-28 [email protected] EDITORIAL Doris Fischer: f [email protected] Michael Maruschke Ruari McCallion Ilona Trotter Wolfgang von Schroeter Anthony Withers MEDIA CONSULTANTS Ute Andrä [email protected] Martina Hischmann [email protected] Roland Loch [email protected] phone: +49(0)6221-65108-0 fax: +49(0)6221-65108-28 France, Italy, Spain, UK Elisabeth Maria Köpke phone: +49(0)6201-878925 fax: +49(0)6201-878926 [email protected] LAYOUT AND PREPRESS Exprim Kommunikationsdesign Matthias Gaumann | www.exprim.de READER SERVICES Shiraz El Goudi [email protected] PRINT Chroma Druck & Verlag GmbH Werkstr. 25 67454 Römerberg Germany WWW www.hbmedia.net | w ww.petpla.net PETplanet insider ISSN 1438-9459 is published 10 times a year. This publication is sent to qualified subscribers (1-year subscription 149 EUR, 2-year subscription 289 EUR, Young professionals’ sub- scription 99 EUR. Magazines will be dispatched to you by airmail). Not to be reproduced in any form without permission from the publisher. Note: The fact that product names may not be identified as trade marks is not an indication that such names are not registered trademarks. 3 PET planet insider Vol. 14 No. 01+02/13 www.petpla.net EDITORIAL dear readers, “Yet it moves“ is what Galileo Galilei is supposed to have said in 1633 when he expressed his opinion that the Earth revolved around the sun, in direct contravention of Christian teaching at the time. Even though the statement was probably only attributed to him by an admirer in a book in 1761, it seems an appropriate way for me to open the drinktec/PET- point Year 2013 by quoting this dictum. Doubtless there is plenty that will be revolving around this event to be held from 16th to 20th September in Munich, but there is another reason for my decision to begin with this quo- tation: In the first instance, PETplanet Insider will be endeavouring to present the key issues not only two-dimensionally but also to provide an all-round perspective in terms of its comprehensive reports, the ‘Go-With-The-Flow’ Tour, in-depth interviews and visits to exhibitions, all with the help of pano- ramic photographs. Panoramic photos? I can hear you asking. Aren’t they just fold-out photos of mountain ranges? Certainly panoramic photography is derived from landscape photography but you can of course also use it for generat- ing an all-round view at an interview or also to depict things within a par- ticular space that might otherwise be hidden behind the camera. At the same time the spaces do not necessarily have to be of the wide open variety. Have you ever thought about how a PET bottle looks from the inside, for instance? petpla.net/panoramas/bottle In one of his virtual reality panoramas, Martin Schweda (www.360und180.de) ha s imagined what the world looks like from inside a bottle of water. What seems like a row of ordinary photographs strung together – a panorama in fact – becomes, on the Internet, an interactive photo capable of being viewed from multiple different angles. We, the spec- tator, are at the centre of this imaginative universe, and just as the earth revolves round the sun, so, this year, pictures will also be turning. Yours Alexander Büchler petpla.net/panoramas/bottle