From the Viscom Boutique (a showcase of new visual communication solutions) to the Green Trail for eco-sustainable communication! From live performances to generate successful applications to awards for young talents.
Let the countdown for Viscom Italia 2012 begin. The new features in store for this edition are countless and are meant to revolutionize the way trade fairs are traditionally regarded. Indeed it will offer its visitors a three-day experience packed with live events, whose aim is to favour new languages and expand market boundaries. Viscom Italia, a long-time innovation driver, raised the bar higher by offering a hands-on contact with experience, knowledge and, most importantly, common and shared goals. New markets are opening to Viscom Italia, new business and relational models need to be built. We have been capable of envisaging these signs, thus we have worked to find new ideas and begin 2013 with the right tools to leverage the economic recovery in the light of a profoundly changed scenario.
“The initiatives in store for this year’s edition - declared Paola Sarco, Exhibition Manager of Viscom Italia – have been conceived upon precious suggestions we have received from both exhibitors and visitors; thus we designed activities that can truly support the market. The liveliness of this trade fair stems from the proactive attitude of thousands of people who really see Viscom Italia not merely as a display of products, but also as an opportunity to meet and do business together. With everyone’s support we can grow year after year and make the future of visual communication”.
Viscom Boutique: the excellence in visual communication
Ideas are never born by chance; the same applies to Viscom Boutique. Viscom Boutique is the first temporary shop where customers will be able to explore the full potential of new supports and latest technologies, showcasing the excellence in terms of applications, products and solution, all completely at the service of visual communication.
The idea came from a simple concept, whereby stores may be considered one of the most current developments of our ability to relate to the public while communicating and valuing our brand through emotions. Starting from the project, all the way through messages, values and multiple sensory solutions, it is possible to accomplish experience-based ambiences and new forms of entertainment. This assumption is absolutely pertinent: every purchase experience must be involving, touching and seductive, both in terms of aesthetics and emotional content, for the purpose of focusing the attention on what is being seen in order to grow to desired what is being watched. Such principles must apply to all contexts, from production to distribution, from the manufacturing to the furniture industry and retail, as well as points of sale, franchisors and so-called temporary shops, which need to find newer and faster solutions to communicate with their selling facility.
And it is precisely in times when traditional formats are no longer sufficient that Viscom Italia has thought of setting up the first tailored store and display all new features in new media, a sort of indispensable «glam boutique» for printers, screen printers, sign makers but also sales directors, retailers, marketing managers, shop designers, architects, entrepreneurs and communication agencies that wish to approach this new tool, half way between communication and distribution.
A new economic model: Viscom Italia supports Green communication
Never before has the issue of sustainability been more in the public eye; the green economy itself is also becoming almost Hobson’s choice for companies and multinational corporations alike: cars that love the environment, zero impact kitchen stoves, renewable energy, etc. Viscom Italia expanded its mission, being the proud advocate of Impatto Zero®, marrying the fair with the LifeGate project. The Impatto Zero® provides for offsetting CO2 emissions generated by energy consumption, waste production and paper use during the event by taking part in the establishment and maintenance of 81,000 m2 of forested areas growing in Bolivia. LifeGate decided to purchase the carbon credits generated by a product born with the purpose of protecting one of the most precious and important habitats of the planet, a source of oxygen and a sanctuary of biodiversity at the feet of the Andes and at the border of the Amazon basin. With the Green Trail award, to be held at the trade fair, we’ll focus on companies that feature certified products, solutions and technologies that respect the environment and follow energy savings principles. The Green Trail will be at the core of an intense promotion and communication campaign, both with material available at the trade fair and radio commercial aired live on LifeGate.
The technology avant-garde of visual communication
DIY, that is, Do It Yourself! This is every maker’s imperative. Makers are digital creatives who are producing the next industrial revolution. The Makers phenomenon may be regarded as a cultural vague, but it is taking the form of an avant-garde that is producing profound changes in industrial production; Makers are the new enzyme of social change; they are the drivers of change, the promoters of a new way to independence and imagination. The definition was coined in the US but in a short time it crossed the ocean and landed in Italy. Our country needs a little inspiration to understand how to leverage the greatest assets it has: its ability to invent. Viscom Italia, a long-time pioneer of new trends, wanted to promote those who, by means of the web, open source technologies and interpersonal collaboration are committed to generating new business models. It is precisely the philosophy that stems behind the project, promoted by the trade fair, called Viscom Makers Campus by Roland Experience Day, a creative laboratory where the productive methods are completely re-thought in the light of digital culture. With the purpose of feeding into VIC (Visual Interactive Communication) applications and thanks to new open source technologies, new materials, more advanced software programmes, state-of-the-art web services, will allow to produce custom and non-standard products, thus meeting the needs of new visual communications consumers more and more effectively.
Viscom Awards: an award for young creative talents
Viscom Italia 2012 seeks new talents and launches two contests within the scope of the Viscom Awards, aimed at helping new trends and innovative projects emerge to highlight the new language of visual communication.
Are you going to be the next DIVA?
To identify and promote a product, while supporting sales: among many forms of communication, one of the most effective is undoubtedly POS / POP marketing.
DIVA – Display Italia Viscom Award – promoted by Viscom Italia in collaboration with Display Italia, means to award the best point of sale display, packaging, vending, shop fitting and digital signage solutions that stem from the ideas and joint commitment of creative designers, brands and retail professionals. By participating in the contest you may increase the exposure and promote your professional skills before the numerous and selected audience of Viscom Italia: trade marketing managers, advertising and communication agencies, graphic design studios. The award is open to display, product case and retail furnishing manufacturers, as well as clients of the specialized agencies operating in this industry. The jury, including members of brands, agencies and manufacturers, will assign the DIVA awards to the best works in the following categories:
Durable display solutions - Non-durable display solutions - Digital Signage devices - Packaging - Vending - Shop Fitting.
An engraving is forever
A distinctive sign to stand out from the crowd of competitors: the golden chisel, or Bulino d’Oro. The contest, organized by Viscom Italia in media partnership with the magazine Graph Creative, has grown to become, year after year, not only a prestigious award for its worthy winners, but also a tangible opportunity to display one’s own creativity and technical prowess.
Il Bulino d’Oro, though, is also the two-yearly appointment to discover the latest trends in the market: new applications, new outlet markets which can provide, more than ever, all participants and visitors with ideas and suggestions to open to new solutions. This is not merely a prize, then, but a true happening for the whole engraving industry, a moment of crucial dialogue to understand where the business in going, to meet and discuss the future prospects of Made in Italy engraving.
With its two-yearly engraving award, Viscom Italia intends to provide all companies in this business, as well as all Technical schools, a chance to prove their skill and quality work. The categories are four:
- 1st category: Industrial engraving - B2B - Business to Business work, that is, all those products that are not sold directly to end users, but are manufactured and later given to third parties to be further processed or to become part of a different end product (e.g. buckles, synoptic panels and others).
- 2nd category: Art engraving - works that stand put for the aesthetic quality of their engravings, usually 3D models made starting from 2D sketches or images, made with CAD/CAM systems.
- 3rd category: Laser engraving – works that feature at least one CO2 and/or Nd-YAG laser cutting and /or marking process.
- 4th category: Young talents – Creativity, passion and determination: two-dimension or three-dimension engravings made on any support and performed with computer aided pantographs by companies who have been operating in the engraving industry for less than five years of Technical, Art or Graphic schools.
The works featuring in the two contests will be displayed in the dedicated Viscom Awards Contest Area throughout the event.
For any further information please contact:
Viscom Italia Press Office
Tel. +39 02 435170.61