I – This year’s edition of the Promotion Trade Exhibition (PTE) was staged in Hall 10 of the Rho Exhibition Centre in Milan from January 22-24, 2025. According to the official accounts of the Italian organiser, the Fiera Milano, 133 exhibitors from 13 countries presented their products and services to the trade audience that had to prove their eligibility to attend.
Most of the exhibitors were suppliers of haptic advertising from all segments, whereby the majority came from the textile sector. Both full-range stockists and specialists presented their classics and novelties. Furthermore, the textile brands organised diverse fashion shows with charming models.
The stands were often professional, CI-compatible and in some cases impressively designed. Great importance was placed on quality and frequently accentuated the high significance of sustainability and “green” products, also in the promotional products market.
For the first time an own area entitled “CustomX” was arranged in a separate section, which was dedicated to the latest technologies for the individualisation and personalisation of textiles or objects. These included among others screen and sublimation printing, embroidery machines as well as laser and digital printing techniques.
The market of haptic advertising was well represented, lectures and discussion forums rounded off the programme of the trade fair.
The show was well-attended, unfortunately the official attendance figure was not available at the time of going to press. However, the lifestyle show, Milano Home, that took place at the Rho simultaneously no doubt also led to synergies.
The coming edition of the PTE is expected to take place at the Rho exhibition centre again in January 2026.
// Michael Scherer
www.promotiontradeexhibition.it
Photos: Michael Scherer, © WA Media
