By Cynthia Unninayar
Attracting 13 per cent more visitors than last year and opening under the theme, ‘The Future. Now,’ VicenzaOro’s layout has been completely changed to better help buyers find what they are looking for and get the most out of their visit. A series of six ‘districts’ made up of similar businesses has been created, along with new and interactive multimedia to enhance the experience of buyers, as they look for specific types of exhibitors and products.
“VicenzaOro The Boutique Show is a completely new concept on the high-end gold and jewellery trade show scene,” declared Fiera di Vicenza president Matteo Marzotto at the show’s opening in January.
“It involves an exclusive format that supports us in meeting the challenges of strong competition on a worldwide scale and addresses the major transformations occurring both in sales and production systems, as well as at the consumer level. We have listened to what the industry has been telling us, and have thus devised the most effective means of moving the market forward on both the domestic and international levels.”
Organizers divided the show’s 1500 exhibitors from Italy and beyond into six main districts or sections. The most luxurious, ‘Icon,’ comprises up-market finished jewellery. The large stands and wide aisles elicited comments from more than one visitor and exhibitor that this area rivalled the luxurious jewellery halls at Baselworld in its look and feel.
‘Creation’ and ‘Look’ featured finished jewellery from smaller branded and non-branded companies. Sellers of loose gems, diamonds, and other precious materials were grouped together in ‘Essence,’ while ‘Expression’ included packaging, visual merchandising, and marketing materials. Finally, metals and processing technologies, including the well-known T-Gold mini-show, were showcased in ‘Evolution.’ Â
The districts were connected by ‘trails,’ which were plotted by buyers using multimedia tools, according to their individual requirements. “This makes the trade show experience more manageable, efficient, effective, and successful and is done without compromising on the identity of every single brand,” adds Marzotto. “Thanks to this revolution, Fiera di Vicenza is able to present itself as the new trade show benchmark, with a strongly inventive flair and top-level content. In so doing, we have regained our position as an acknowledged and authoritative leader in the international jewellery trade. And, as always, our expertise is closely tied to the creation of new value.”
