I – The Viscom Italia was staged in Milan from October 1-3, 2025, as usual at the Rho Milano Fiera. Over the course of three days, 9,254 (2024: 13,859) visitors attended the show in total to inform themselves about the latest technological and design-related trends of the industry. 180 brands, including 30% of first-time exhibitors, presented their projects, solutions and technologies and thus confirmed Viscom Italia’s position as an important platform for visual communications.
In addition to the core area of printing, products with multitude individualising options were particularly popular. The centrepiece of the 36th edition of the show was the WonderPlace – an installation that arose in cooperation with sponsors like 3M, ABS Group, Philips Professional Displays and T-Shirt Makers. As well as the presentation of possible fields of application for visual communications in the retail, hospitality and production adaption areas, the WonderPlace also showcased the last edition of the Viscom Talks. The extensive programme including meetings and debates covered important themes for the future of the industry, including generative artificial intelligence, sustainability, temporary architectures, new regulations and business processes.
The DIVAs (Display Italia Viscom Awards) that pay tribute to the best projects for the retail trade were also conferred in cooperation with the magazine, Display Italia. A panel of marketing, communications and trade experts distinguished the best display and POS designs and digital signage concepts.
New alignment
According to the organisers, the event format is due to be revised for the next edition in 2026 with the aim of offering an even more effective experience that corresponds with the actual needs of the market and professionals. The new format – an exhibition and a conference – is to seamlessly combine the impact of the exhibition with the quality of a high-calibre conference programme. In concrete terms, the 2026 edition will offer the exhibitors high-class, pre-configured, modular and functional rooms that will accommodate large machines and live demonstrations. The conference programme is to be divided up into major theme areas and cover the entire spectrum of the sector. An additional exhibition zone for the innovative products, solutions and projects of the exhibiting companies is to round off the experience of the new Viscom Italia.
“The change we are introducing does not represent a mere logistical or organisational transformation, but rather a shift in vision and approach to how we conceive and experience a trade fair. We want to create an event that is even more engaging and immersive, truly reflecting the needs of its participants,” said Cecilia Montalbetti, Exhibition Manager of the Viscom Italia. “Our goal is to create a space where exhibition and content come together harmoniously, thanks also to the presence of authoritative speakers and international contributions. The all-inclusive formula we propose will allow companies to focus on the quality of their offerings while freeing them from the organisational burdens. It is an ambitious and bold choice that aims to reinvent the fair experience, making it more dynamic, participatory, and forward-looking.”
In line with the new concept, the trade show is moving to a new location: The next Viscom Italia will be held at the Allianz MiCo in Milan on October 27-28, 2026.
Photos: Reed Exhibitions Italy
