I – The Italian publishing company and exhibition organiser, O.P.S. (Organizzazione Promozione Spazi) is reorganising the Promotion Expo that it stages in Milan: On February 19-20, 2015 the trade fair will be held for the first time under the title Promotion Expo Gifts&Premium and will exclusively focus on promotional products. Furthermore, the trade fair has been reduced from three days down to two and will not be staged at the Fiera Milano City as in the previous years, but instead in the Atahotel Executive near to the Porta Garibaldi. The exhibition zones In-Store Material, Shop Design, Digital Signage and B2B Service that were integrated into the fair hitherto will in future be incorporated into the new event ShopExpo, which will be staged at the Superstudio Più in Milan on March 19 and 20, 2015. The Italian offshoot of the international Popai (Point of Purchase Advertising International) is supporting the ShopExpo with a conference programme and an exhibition that showcases the winners of its annual award.