I – The Viscom Italia was staged at the Rho Milano Fiera in Milan from October 16-18, 2024. 13,895 visitors were welcomed at the 35 edition of the international exhibition and conference for visual communications. The share of international professionals rose by 28%. The number of first-time exhibitors also increased, 34% of the 250 international exhibitors were on board for the first time.
This year the pillars of the Viscom Italia included the challenges of the new markets, the significance of education as well as technologies and applications. The trade fair once again prove to be a expedient place for exhibitors and visitors to establish contacts, hold professional discussions and develop business opportunities with new customers. “The skill, passion and ideas of the people are what stands behind every innovation and this is what ensures the success of the Viscom Italia,” stated Cecilia Montalbetti, Exhibition Manager, Viscom Italia. “In order to increase the awareness level for own products and innovations, the needs of the customers have to be recognised and satisfied. This is the only way to achieve a more efficient communication with the target group and build a relationship in order to improve one’s own competitiveness.”
New technologies were presented in special training environments such as the Visual Design Special Event where they could be tested. Here, interested visitors were able to learn, for instance, how to transform interfaces into communication areas or create new, functional areas from already existing furnishing systems. According to the organisers, the lecture programme “Viscom Talks” also attracted a high number of visitors, who informed themselves about digital printing, artificial intelligence, design, advertising or packaging. Furthermore, the Display Italia Viscom Awards (DIVA) for visual communications were awarded again this year.
Photo source: Reed Exhibitions Italia
