Trade show reports
New trade show reports:imm cologne 2012: A complete success
Furniture China 2011 post show report
FMC China 2011 post show report
MoOD 2011: kompakt, effizient und positiv
INNOWA Abschlussbericht - Jede Menge Trendiges für Herbst & Winter
> All trade show reports
Trade show dates
Last day: 31-05-2010
Trade show details
Ambiente Italia
Source: Expo-port ReporterThe first edition of Ambiente Italia was held in Rome this year in June. The organizers Messe Frankfurt Italia, were quite happy with the outcome of this new exhibition in their repertoire. The main attraction of this exhibition was its location in Rome, which was considered by many exhibitors as an excellent location to tap the Southern Italian and other Mediterranean region markets. There were organized several events providing innovative ideas for converting one business into another different one, which was very interesting in this time of recession as people are generally looking for solutions to better their business prospects.
Ambiente Italia was held from June 6 – 8, 2009 at Fiera
Roma. The organizers Messe Frankfurt of Germany are one of the larger trade show organizers. Their show Ambiente Frankfurt 2009, held in February, was one of the world’s biggest trade fairs for home furnishings, accessories and giftware. There were 4.466 exhibitors and 135.000 visitors. Ambiente Italia 2009 showcased innovative products in dining, giving and living, which appealed to many professionals in the field. The visitor number was 14,172. Out of these 11% came from Europe and Middle East. There were 371 exhibitors from 17 different countries. The countries represented were Andorra, Austria, Belgium, Czech Republic, Denmark, England, France, Germany, Greece, Indonesia, Italy, Nepal, Poland, Portugal, San Marino Republic, Spain and Tunisia.
This year the focus was on innovative designs along with eco-sustainability. There were exclusive promotions done online so that the accessibility about the show information was universal. The online catalogue of the event was updated in real time. Exhibitor information was also displayed prominently. There was an interactive map, which was helpful to the visitors. There was a business card feature also, which enabled transmission of the business cards directly to the companies and the exhibitors.
Product Categories, Prominent Events, Enhanced Opportunities:
There were four pavilions, where the products under three different categories – dining, giving and living were displayed. The Dining section was represented by tableware and accessories. Giving – section signified the gift ideas and Living section displayed many varieties of accessories and home décor products.
The store of the future was presented by the architect Carlo Colombo in Home Shop. He had also designed the exhibition format and was the art director of the entire event. The concept was to give a warm and friendly space for understanding the needs of a customer and communicating with them.
Style Flash was an event staged by Ornella Bignami. In this, the products with strong style quotient were displayed and this renowned interpreter of style explained the changing trends of fashion to the visitors. The incorporation of research, tradition and pioneering styles, which would receive consumers’ attention were the main focus of this event.
Sell-Out System was another highlight of the exhibition. The event was targeted towards improving the retail sales. There were projected many inventive solutions to the retail stores.
Archipelago Gourmet was another landmark effort at the exhibition. Here, an alternate of converting a shop into a restaurant were displayed. The cooks of the AICI, the Italian Cooking Teachers Association and chefs of the APCI, The Professional Italian Chefs Association churned out culinary wonders to the delight of the visitors.
In addition, there were events organized by Anna Marinello, the well-known Italian wedding planner from Milan and AIOM, Italian Wedding Planners Association provided the visitors with ideas about converting a retail store into a full-fledged shop for planning weddings and receptions.
Motivating Strategic Location for New Event:
The CEO of Messe Frankfurt Italia, Donald Wich, reportedly remarked, “I am extremely satisfied by the response that the market showed to this first edition of Ambiente Italia. The main aspects of our plan turned out to be winners: the strategic nature of the central and southern Italy market, the time of year and the location.Rome was also appreciated by visitors and exhibitors for the functionality of the exhibition centre, as well as the large number and fair rates of the hotels. Together with all the people who have placed their trust in the project since this first edition, we have given a sign of our support and optimism that the market needed. These factors will help Ambiente Italia grow and make it the reference event for the Mediterranean basin.”
Rome being a less expensive city than Milan was also a scoring point as both visitors as well as the exhibitors had excellent chances of enjoying the additional activities that the city had to offer, during the duration of the show. This was quite refreshing for many especially in the present time of cost cut-backs.
Domenico Guzzini of Fratelli Guzzini SPA, said, “This was definitely a positive experience for us; it allowed us to meet with our most important clients, those from Central and Southern Italy. This experience is worth repeating, including for its ideal calendar date which allows us to introduce our Christmas collections at the perfect time.”
The next year’s event dates shall be notified soon.
0316.gif)
