Host develops digital platform to support physical event

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The new Fiera Milano Platform intends to create a digital element to the Milan trade show.

Milan-based foodservice trade show Host has launched the Fiera Milano Platform, a new platform dedicated to supporting the event’s exhibitors, visitors, buyers, journalists, bloggers and opinion leaders.

The platform will feature a detailed digital map of the event, and allow remote event access and real-time direct negotiations. As a result, the show intends to become ‘phygital’ with the creation of new formats that are simultaneously digital and accessible to a live audience.

The project envisages an ecosystem of services, including strengthening of the content on the event’s websites and social media profiles to better present trends and products, with pictures and reports from those involved, a synergy between face-to-face and digital meetings (with lots of webinars), and redesigned catalogues for the presentation and sale of exhibitors’ products.

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Also among its new services, Fiera Milano has made it easier for exhibiting companies to access credit, supporting the funding of investment. To provide tangible support for SMEs and encourage them to participate in the exhibitions and conventions held at the exhibition district, Fiera Milano has signed agreements with several banks (Banca Popolare di Sondrio, Banco BPM and Intesa Sanpaolo) and finance company BCC Lease (Gruppo Bancario Cooperativo Iccrea), while others are currently being finalised. In addition, companies will also receive support during the preliminary phase, and Fiera Milano will fully or partially refund interest accrued on loans.

The next edition of the show will take place at Fiera Milano from 22 to 26 October 2021. Major brands already signed up to exhibit include Epta, Unox, Angelo Po, The Middleby Group, Hobart, Tagliavin, Zanolli, Italforni, Imperia Monferrina, F.lli Cuppone, Wiesheu, Atollspead, Salva, Schneider, Pregel, Isa, Cesarin, Bravo, Selmi, Valmar Global, Tefcold, Gruppo Cimbali, Nuova Simonelli, Astoria, Wega, Groupe SEB, Zummo, Kimbo, Le Piantagioni del Caffè, Ima Group, Jiulius Meinl, Probat-Werke, Wuesthof, Steelite, Sambonet, Eme Posaterie, Rcr Cristalleria and Tognana Porcellane.

HostMilano welcomes approximately 2,200 exhibitors from 55 countries and more than 200,000 visitors, 40% of whom international, at each edition.

Tags : eventexhibitionHosttrade show
Clare Nicholls

The author Clare Nicholls

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