I – The 29th edition of the Viscom Italia – the International Trade Show and Congress for Visual Communications was held from October 12-14, 2017 in Halls 8 and 12 of the Fiera Milano (RHO). The event was organised by Reed Exhibitions. According to the official figures, over 200 exhibitors presented their portfolio from diverse customising and printing segments. These included for example large-format digital printing, sign and transfer printing as well as customising techniques for textiles, such as screen-printing, applications and embroidery. Of course, (laser) engraving, digital signage and POS materials were also represented as well as packaging. The Viscom live and the 7th edition of the DIVA – Display Italia Viscom Awards with a separate exhibition area were also staged.

Viscom Italia 2018 06 - Viscom Italia: Fewer promotional products players
Viscom Italia 2018 08 - Viscom Italia: Fewer promotional products players
According to the official figures, 400 international brands from 60 countries took part. Achieving an attendance figure of 19,732 visitors, the organisers recorded an approx. 7% increase in attendance compared to 2016 (18,409), whereby the share of foreign visitors grew by 13%. The fair was well-frequented, yet the audience didn’t seem to exclusively comprise of trade visitors.

A development observed over the past years was ongoing: Less and less suppliers of haptic advertising use this platform to present their spectrum of services. At the most, several suppliers of textile promotional products such as caps and T-shirts exhibited close to the customisers, to draw attention to their offer. The seminar, congress and lecture programme was well-attended.

A detailed report will be published in eppi magazine No. 120 (December 6, 2017).

// Michael Scherer


Photos: Michael Scherer, © WA Media

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