2024年意大利国际广告标识及视觉传播展览会

意大利米兰国际广告标识及视觉传播展览会（Viscom Italia）是意大利举行的国际领先的广告标识及视觉专业展览会，该展是欧洲最完整、最繁忙的展览会之一，该展是视角通讯创新应用、发展趋势、最新技术以及营业策略的一次盛会，是现代图形行业服务的生产者和决策者汇聚在一起交流的最佳机会。该展从1989年开始举行，每年一届，在意大利米兰举行。该展是经过国际展览联盟 （UFI）认证的专业广告标识类展览会，也是欧洲知名的几大广告标识类专业展览会之一，包括德国广告标识展与德国广告标识展。

作为欧洲最著名的广告标识展之一，该展将为观众揭示欧洲乃至全世界最新广告制作行业的潮流，展示包括与以下五大类产品有关的设备、材料、软件、技术等：喷绘打印与雕刻、数字印刷、丝网印刷、标识灯箱制作（含霓虹灯、LED与户外广告牌）、展览展示器材。 Viscom Italia在展览会期间还将进行多场主题交流会，为与会人员提供一个相互讨论交流的机会；同时，广告标识业内的专家还将现场为参展商和观众阐述全球广告行业发展的最新趋势。

观众来源及数据分析：标识及霓虹广告制造商、零售商、买家；商店与展台搭建商、显示器厂商、户外广告公司、霓虹及灯光广告商、丝网印刷商、数码印刷商、照片洗印店、复印店、广告公司、橱窗设计师、建筑师与设计师、建筑规划公司、电子标志供应商、行业营销经理、零售与销售行业。

观众来自以下行业：时装业，体育用品行业，鞋革行业，皮革工业，玻璃工业，汽车业，化妆品，电气，广告公司，建筑师，城市规划者，媒体公司，媒体经销商，图形工作室，站在钳工，装饰，广告牌庄家，绣，雕刻，注册商家，数字和丝网印刷机。

展品范围(Show Products):

大幅面数码印刷：机械、设备及软件，材料及耗材，数码印刷油墨，胶印，服务；

标志和标牌制作：机械、设备及软件，材料与配件，产品和系统；

丝网印刷和移印：机械、设备及软件，材料与配件，丝印油墨；

促销纺织和刺绣：绣花机及电脑系统，纺织与刺绣产品；

雕刻：机械、设备和软件，材料与配件；

铣削和激光雕刻：机械、设备及软件，材料与产品；

数字标牌：硬件和软件，专业目录制作与发行，支持和服务

P.O.P.：显示器，元件，台座和配件，材料；

事件服务：娱乐设备和事件代理，特殊效果，事件位置，结构和配件；

标签和包装：贴标产品包括标签印刷机械、标签基材和粘合剂、标签应用、套印、预印技术，打包产品包括包装及包装机、包装材料与包装材料、包装制造和印刷。

展会报告(Show Reports):

VISCOM ITALIA 2022: OUTSTANDING PARTICIPATION RELAUNCHING NEW BUSINESS PROSPECTS

The newest visual communication applications were all back on display, putting the latest advertising, design, interior decoration, fashion and retail market trends under the spotlight. The visual communication supply chain finds itself enriched with ever more new products, novelties and cutting-edge technologies delineating new business prospects.

In a highly evolving picture where consumption patterns, information and communication techniques are constantly changing, visual language remains the most powerful tool for communicating with one's customers. This straightforward message was the very essence of the 34th edition of Viscom Italia, Europe's leading trade fair for visual communication, which successfully closed the Fiera Milano Hall 8/12 doors on October 6th.

Viscom Italia, once again confirmed its ability to adjust, edition after edition, in the sign of continuity always finding new ways to put life into events and initiatives that help enhance the growth of companies and offer new stimulating business ideas for its audience. A dynamism that is the image of a market in continuous evolution and aimed at a renewal oriented ever more towards product customization.

A pure contamination of products giving even more added value because it provided the possibility of discovering - starting off from the products and applications on display - new innovative solutions for the following sectors: Large Format Digital Printing - Signage - Poster Design - Screen Printing - Embroidery - Engraving - Milling - Laser - Packaging - Labelling - Digital Signage - Visual Merchandising - Live communication.

"We put together a fair where one could see what todays’ cutting-edge technology makes possible and learn new ideas for one’s business from those who have successfully implemented projects. A winning model that brought an extensive audience of professionals and managers to Viscom Italia looking for the latest applications, unexplored communication languages to drive future market opportunities." Declares Cecilia Montalbetti, Exhibition Manager of Viscom Italia.

Countless innovations and experiences were on offer to the 14,432 professionals - coming from 51 countries - eager to experience live emotions and meet up with each other, in an engaging event bringing visual communication front and centre, re-launching new opportunities for market development.

Audience turnout, with more than 400 attendees, reconfirmed the importance of the new Viscom Talks program that saw trendsetters, opinion leaders, and exceptional managers take the stage ready to share their visions that they transformed into success stories. An engaging format touching on the most pressing topics such as: advertising, photography, design, artificial intelligence, interior decoration, fashion, packaging, sustainability.

The Talent Hub, the space dedicated to new generations organized in collaboration with ITS Academy Angelo Rizzoli foundation was a training gathering discussing topics presented by industry experts and influencers. Massimo Nava, Marco Lombardo and Michela Di Stefano discussed AI Arts for Agency and Marketing and The Freelance legacy. The TAGA association hosted the meeting dedicated to future changes and developments in Digital Print in collaboration with Alessandro Mambretti. While the ITSAR team, engaged young professionals on the importance of Gamification: training as a game with Denise Vacirca.

Style and design stole the Elementaria show, now in its 9th edition. The exhibition titled T.R.I.P (Resident Totemic Identities and Proxemics) put 12 hi-design prototypes under the spotlight, realized by 11 companies to showcase a new business model dedicated to the production and latest display ideas for the brand industry. With this scope clearly in mind, architecture and design professionals worked alongside companies specializing in the production and processing of raw materials to come up with creative concepts. The following architecture and design firms designed this year’s prototypes: Alex Bocchi, Doppiosegno, Massimo Farinatti, Gianluigi Landoni, Giorgio Gurioli, Marco Maggioni, Meregalli Merlo, Maurizio Milani, Giovanni Pierantoni and Cristian Visentin.

Finally, wrapping up this year’s 13th edition event were all the awards handed out to the DIVA winners from the 35 displays by the 25 competing point-of-sale companies battling for the Display Italia Viscom Award honour - the international competition organized in collaboration with Display Italia and Comieco’s patronage. The jurors being Cristiana Sormani - Trade Marketing Manager of the Pharmacy Channel at Bayer Consumer Healthcare (Jury Chairperson), Sara Appiani - Buyer POS Cardboard for L'Oréal Italia, Maria Antonietta Iacovaccio - Retail Director, CEF at la Farmacia Italiana, Giuliana Castelli - Marketing Manager for H.I.C. Aldo Coppola Group, Federica Brumen - Research & Development Manager at COMIECO, Valentina Carmone - Trade Marketing Manager for Salomon - Patrizio Guastaferro - Category Manager Coordinator at Mediaworld, Luciano Villani for Coop Italia and Valentina Lamperti at Luxury Lab Cosmetics awarded the winning exhibition solutions.