For those confused about the dates.

15th august (wednesday): Official start date - PRESS ONLY
16th - 19 august: Open for the public & FFXIV gameplay presentation
17th - 18th august: Signing sessions (I probably should sign up for one)

There are some press releases planned for the 14th which is one day earlier than the official start date. Compare it with the pre-E3 press releases.

Also I barely understand any german. Hopefully the presentation won't only be in that language but otherwise don't expect me to understand much what they will be saying.