'Tradition, research and innovation' is the focus for Viscom Italia

'Tradition, research and innovation' will be the guidelines for the 24th Viscom Italia show scheduled to take place between 4th and 6th October at the Fiera Milano Rho.  With a new layout, new projects, and new business experiences to outline the future of a restless market, the aim is to 'impress and thrill'.

Much has changed over the past 24 years, and remarkably so in a high innovation-content business such as visual communication. The countries driving the economic development change as well as industrial structures, production technologies and materials. The way in which markets are organised, consumption patterns, information and communications stratagems are in continuous evolution. Viscom Italia has become an international showcase that could best grasp and tell this evolving world, an event that followed market development carefully; over the years it has become capable of showcasing the whole production and distribution supply chain for this industry, to envisage the visual communication scenario and language of the future.

“The quality of a trade exhibition," - says Massimiliano Pierini, Business Unit Director of Reed Exhibitions Italia â€" "as an effective marketing and business tool, may be regarded only in its ability to interpret and drive the market; this is precisely what Viscom Italia does, changing at every edition and keeping a vital approach throughout.”

Viscom suggests a trade fair concept as the ideal place of encounter for design ideas and innovation, a place of knowledge and dialogue to open new communication channels and business relations among suppliers, partners and new clients.

Reed Exhibitions Italia once again took a step forward in supporting exhibitors and visitors alike expand their business in Europe under the common Viscom Italia brand, thus confirming its market leadership in 2011 with 75% of the exhibitors declaring to have closed some deals and 51% to have started business negotiations.

The trade fair stands out mostly for the opportunities it provides visitors, not only to preview new products and latest technologies, but also to know the latest applications they allow. Indeed, the exhibition is not merely about technology, but also creative applications, materials, and production processes. Thus everyone, be they involved in the business or otherwise, will understand that visual language is the most powerful tool available to media.

New goals, strategies and a renewed image starting from a brand new exhibition layout, are aimed at finding better positioning of the international players and provide a comprehensive overview of the visual communication supply chain in terms of: Large format digital print - Signs - Sign making â€" Screen printing - Pad printing - Textile promotion - Embroidery - Engraving - Milling - Laser - Packaging - Trophies and awards - Digital Signage - P.O.S.

The event does not only boast a top quality exhibition area, but also a number of opportunities to discuss and promote the trends being detected in the market. This is why we strengthened our joint activities with prominent and prestigious trade associations and organizations, including: Aifil for signs and sign making, ALA - Assoarchitetti for the architecture industry, Aipi for interior design, Assofranchising for the franchisor and retail businesses, Assoprom for promotion and advertising material production, Material Connexion, which will showcase a gallery of products, material and innovative processes from all over the world and, finally, Siotec, for screen printing. Thanks to them we will succeed in attracting new professionals to the exhibition, as well as generating and spreading new contents while promoting communication messages and promoting a dialogue.

“We set up a trade fair - stated Paola Sarco, Exhibition Manager of Viscom Italia â€" whose aim is to stimulate a direct contact of experience, knowledge and, most importantly, compare common goals in order to tackle the rising needs in the industry, and service business, for professionals and anyone else who is seeking new inspiration to innovate and generate competition advantage. New markets are opening to visual communication, while new business and relational models need to be built. Viscom Italia has understood the signs and worked precisely to liaise demand and offer to give rise to new business perspectives.”

Viscom 2012 will attract a very diverse set of visitors: from highly-skilled ones, the traditional focus of the event, such as printers, screen printers, engravers, general printers, graphic designers, but also a number of new professionals and managers, not only in the visual communication business, but also from manufacturing, architecture, design, supermarket and retail marketing directors and managers.

Many initiatives are scheduled to tell about the spectacular world of visual communication applications, starting from the special Viscom Boutique event, a real “tailored store” that will display the charming and sophisticated interior decoration and sign techniques, as well as custom products made by those who have worked at visual communication solutions for many years.

For some time now the most advanced brands have been combining their value assets with such concepts as environmental care, carbon print, energy saving, sustainable development and, more generally, better care for our planet’s future. At Viscom Italia we also believe in sustainable business, thus we chose to collaborate with Lifegate on the Impatto Zero® project to offset the direct emissions generated during the fair to support green communication. The Green Trail pathway will show our visitors those booths displaying certified processes, solutions, lifestyles, products and materials, thus giving an overview of the “green” alternatives available in the marketplace.

The Viscom Forums will be, as usual, at the core of the event with specific cultural analysis seminars as well as technical and marketing sessions, featuring endorsers of successful projects, in order to understand how to better apply them to improve the business.

The event could not do without the ViscomLab, a "live" demo area continuously open throughout the three-day event, where the audience may have a direct experience of the manufacturing process and learn new successful techniques and applications.

The next industrial revolution will rest on the Makers, the craftsmen of the future. This global phenomenon is leading to redefining the relation between production, technology, innovation and the society. The "Viscom Makers Campus by Roland Experience Day" project stems from the need of providing tangible innovation to the visual communication industry. The purpose is to feed in VIC (Visual Interactive Communication) applications; the campus will be specifically meant for those people who are curios to know how to come up with new production processes and business
models starting from digital design, open source systems and interpersonal relations.

The Viscom Awards will feature the works selected during two contests: DIVA and Il Bulino d’Oro.

• DIVA â€" Display Italia Viscom Award, now at its second edition, will provide P.O.S. / P.O.P. Producers the incredible opportunity of showing their Point of sale display, packaging, vending, shop fitting and digital signage solutions.
• Il Bulino d’Oro, a two-yearly award for the engraving industry, has now come to its fourth edition; it will focus on the Made in Italy phenomenon and will allow the experts to display their creativity and technical prowess.

This year Viscom Italia plans to be a dynamic trade fair, capable of meeting the true needs of today’s markets, where visitors and exhibitors alike will have a chance of developing true and lasting partnerships, a tangible investment in the company’s future. The exhibition will provide a full and comprehensive overview on the present and future business, to allow its participants to view the market from a truly global standpoint.
Communication on the move: an interactive platform to be connected anytime, anywhere.

For more information, please visit www.viscomitalia.it