CP Company's Storefronts: A Creative Design That Tells the FW23 Collection's Story
For the Autumn/Winter 2023 season, CP Company's storefronts in Milan took center stage in their promotional campaign. The concept for this initiative was curated by Jordi Van Der Oord, the renowned creative director specializing in spatial and digital experiences for global brands, while its actual execution was entrusted to Manaly.
The project involved creating artistic installations behind CP Company's windows, inspired by the distinctive materials of the Autumn/Winter 2023 collection, with a creative and dynamic approach.
Continue reading the article to discover how we brought the four CP Company windows to life!
Toob - Inner Tube
TOOB is the abbreviation for Inner tube. On a base of colored cotton, a thin double layer of opaque polyurethane is layered. The slight interaction between these two layers gives an aged rubbery appearance, while the transparency of the outer coating on the seams completes the desired effect.
The first of the four CP Company windows was conceived based on this characteristic. Two structures with aluminum profiles were created, inside of which an inflation and deflation system of tubes was integrated. The combination of these components recreated the image of an inner tube, providing a dynamic backdrop for the clothing.
Micro M - Terrarium
Micro-M (R) represents the contemporary evolution of C.P. Company's iconic 50 Fili fabric. This innovation replaces traditional cotton yarn with a hydrophobic polyester microfiber and nylon with a specially recycled version.
The terrarium concept, realized inside the store, was directly inspired by the principle underlying Micro-M. The structure was designed around two mannequins showcasing the featured clothing, and natural elements such as soil, sand, and stabilized plants were introduced inside, aligning with the company's sustainability concept.
CP Program_3 - Carding
C.P. Program_3 constitutes the third chapter of C.P. Company's project, focusing on alternative production methodologies and the use of natural resources to minimize environmental impact in the clothing industry. This laboratory concentrates on waste elimination, promoting circular economy, employing research materials, and reducing the production chain.
The third installation fully embodies this concept. We devised an industrial plant with motor-driven rollers, gears, and chains. Traditional carding rollers worked the wool at the top and bottom of the structure, while in the heart of the installation, two rollers displayed a moving image, serving as a backdrop for the showcased garment.
DUFFEL & JAQUARD - Tapestry
C.P. Company's distinctive approach, merging technological innovation and aesthetic experimentation, is renewed by exploring the possibility of transferring Jacquard patterns to wool fabrics with the new Duffel coats.
This technique was implemented in both the traditional Montgomery style, characterized by refined toggle closures and a striped design, and in a more contemporary construction with a hood.
The last CP Company window featured the creation of a knitted tapestry inspired by the Duffel & Jacquard collection patterns, positioned as a backdrop for the clothing. Over time, the tapestry was designed to unravel. For this, a lower "thread winder" was designed to pull and gather the thread until complete unraveling.
Did you enjoy the realization of CP Company's windows? If you are interested in temporary installations, Manaly is at your disposal, contact us!
Company Christmas Event: 5 Strategies to Make It Unforgettable
Organizing a company Christmas event requires meticulous attention to detail and careful planning. In this article, we will explore five key elements that will contribute to the success of your event. Keep reading to discover more!
Christmas Set Design: Creating a Magical Atmosphere
The design of the Christmas set can radically transform the event, creating a magical and engaging atmosphere that intertwines with the festive spirit. Investing in custom corporate decorations, such as Christmas trees with brand colors and lights, not only creates a festive environment but also reinforces the company's identity, promoting a sense of belonging among employees.
Choosing the Perfect Venue for Your Company Christmas Event
The choice of venue is crucial for a successful company Christmas event. A strategic location can enhance the overall experience by offering versatile spaces for activities and promoting interaction among participants. You may consider hosting the event directly at the company headquarters, provided the facility is suitable. Alternatively, choosing another venue that provides high-quality catering services ensures an unforgettable culinary experience.
A surprise detail
In addition to captivating set design and a suitable venue, a surprise touch makes the company Christmas event truly special. Introducing Christmas-themed entertainment or inviting special guests will positively surprise participants. This unexpected element will not only make the event unforgettable but also contribute to creating an atmosphere of joy and camaraderie among colleagues.
For example, a surprise live performance with artists or involving employees in interactive themed activities can enhance your event.
Family Day for an inclusive company Christmas
An innovative option to make the event even more special is organizing a Family Day. Involving not only employees but also their families creates a warm festive atmosphere.
A tangible example of success is the Family Day organized by Manaly for the company 3B spa. This event offered recreational activities for all age groups, creating a shared experience that conveyed company values and solidified corporate identity among employees.
Clic here to learn more about the 3B spa event!
The importance of a partner who turns your ideas into reality
Choosing a partner that provides assistance in all stages of the event, from concept to design, logistics to final execution, is crucial to ensure success and the smoothness of the experience. Comprehensive support means having a reliable ally who takes care of every detail, from creative conception to the practical management of the event. The constant presence of an experienced team during the event itself ensures an immediate response to any unforeseen circumstances, ensuring a seamless experience for all participants.
In this context, Manaly stands out as the ideal partner: with 40 years of solid experience in the events industry, it offers a complete service covering all planning and execution phases.
Click here and discover more about how Manaly carefully follows every detail of its events!
Conclusion
In summary, organizing a successful company Christmas event requires the investment of time and energy in many details that will not only make the event enjoyable for employees but also contribute to strengthening the sense of corporate belonging. The ultimate goal is for the event to be a moment of celebration and sharing that leaves a lasting impression in the memory of all.
If you are interested in organizing a company Christmas event or need information on this topic, Manaly is available, contact us!
Manaly: 42 years of creative successes in trade fair stands
On October 15, a significant moment was marked for Manaly: 42 years of commitment, passion, and innovation in the field of trade fair setups and events. Founded on strong values and a forward-looking mission, Manaly has grown and evolved from a shared vision of cooperation and local commitment.
42 years in trade fair setups: a journey through the historical archive
Our history is a testimony to the constant evolution over the years. From a humble beginning of being a "jack-of-all-trades" to creating stunning exhibition spaces and large-scale events. Each step of our journey reflects the commitment to surpassing our clients' expectations.
Through Manaly's historical archive, one can delve into the pivotal moments that have defined our journey. This historical insight provides a unique perspective on our roots, highlighting how the experience gained over the years has made Manaly a reference point in the trade fair and event industry.
This historical heritage and the journey of growth can be explored here.
Enduring Values
As we celebrate 42 years of Manaly's history, we look towards the future while never forgetting the core principles that have defined us over these decades. Cooperation takes precedence in our value framework: we share visions and responsibilities, strengthening the pillars of our success through collaboration.
This philosophy also embraces intergenerational solidarity, welcoming and integrating young talents into the company's decision-making, creative, and operational processes.
Finally, our commitment to the local community and the environment is a tangible element within our mission, reflected in sustainable practices and supported by our PEFC and Legno Veneto certifications.
Click here to delve deeper into "who we are."
The Caseus Event: celebrating the History of Italian Cheese
This year too, the 19th edition of Caseus will take place in the prestigious Villa Contarini in Piazzola sul Brenta (PD), one of the most splendid Venetian residences, representing the perfect combination of art and food and wine culture.
But what exactly is Caseus? And what role does Manaly play in this event?
What is the Caseus event?
Caseus, which means “cheese” in Latin, is a tribute to the skill and passion of Italian cheese producers. This is a unique opportunity to discover and taste some of the best Italian cheeses, learn about the history that surrounds them and understand the importance of this delicacy in the Italian culinary context.
The event, now in its 19th edition, brings together large dairies and small alpine producers, with a growing presence that has led to over 80,000 visitors in 2022 and the participation of over 500 cheeses in the competition. The two days (30 September and 1 October) will be full of opportunities to taste authentic cheeses, with guided tastings, food and wine pairings, meetings with cheesemakers, masterclasses and moments of training and discussion. The calendar of events promises to be even broader than the previous year, with over 60 events already sold out before the opening of the event.
Caseus: a story of taste and tradition
In 2005, Caseus was founded to honor the history of approximately 3000 Veneto farmers who care for their animals and produce high quality milk. These producers deliver their precious milk to regional dairies every day or process it directly. Tradition is passed down from generation to generation through cheesemakers, who learn the art from those who preceded them, adding innovation while respecting ancient practices.
The Caseus event offers a unique showcase for the cheeses of Veneto producers, including dairies, mountain huts, farms, maturers and refiners. Since 2022, the event has expanded its scope, including three distinct exhibition routes: Caseus Veneti, Caseus Italiae and Caseus Mundi, which welcome producers from other regions and countries. This expansion makes the event even more diverse and fascinating, combining tradition and innovation in the world of high-quality cheeses.
Manaly's role in Caseus
Manaly, in collaboration with CD10, followed the design and setup of the stand of Veneto Agricoltura and its subsidiary companies CSQA, Bioagro and Intermizoo in both this year's and the previous year's editions.
The project was based on the analysis of traditional Venetian architecture to reinterpret it in a sustainable and contemporary way. This led to the creation of wooden houses which, strategically positioned, evoke the image of a rural Venetian village. The main attention is paid to the valorization of cultural heritage, with the use of PEFC and Legno Veneto certified wood coming from sustainably managed forests in the region itself. Manaly collaborated with Veneto Agricoltura to create these independent structures, which can be reused to represent Venetian culture on different occasions, highlighting the sustainability and authenticity of local products.
Do you want to find out more about the project? Click here and read the full story!
La Biennale di Venezia: a journey through contemporary Art and Design
La Biennale di Venezia is one of the most prestigious and longest-running cultural events in the world, attracting art lovers, artists and critics from every corner of the planet. This international event, also known as the Venice International Film Festival, has a history spanning over a century and has left a significant mark on the contemporary art scene. In this article, we will explore the history, curiosities and current aspect of the Venice Biennale, putting the emphasis on both the artistic and the technical and design aspects.
History of the Biennale di Venezia
The Venice Biennale was founded in 1895 as an art exhibition to promote Italian art and culture. Initially, the event focused only on the visual arts, but over the years it has expanded to include other disciplines, such as architecture, film, theater and dance. Its aim was to create a bridge between artists and the public, offering a platform for the exhibition of the most innovative works of the time.
Curiosities about the Biennale di Venezia
One of the most fascinating curiosities of the Venice Biennale is its system of participation and selection. Each country organizes its own national representation and selects the artists to be sent to the Biennale. This feature makes the event a real triumph of different cultures and artistic visions, allowing visitors to immerse themselves in a variety of artistic expressions from all over the world.
Another interesting aspect is the awarding of the best artists. The international jury awards prizes such as the Leone d'Oro for the best national participation and the Leone d'Oro for the best artist of the exhibition. These awards are coveted and often earn the winning artists fame and prestige.
The Biennale di Venezia today
Today, the Venice Biennale has grown into a major event with multiple venues and a diverse range of artistic disciplines represented. The exhibitions are hosted in various pavilions, exhibition spaces and theaters throughout the city of Venice. Emerging artists and international celebrities mingle among the works, creating a lively atmosphere of cultural exchange.
Another relevant aspect of the current Venice Biennale is the integration of technologies and design into art. Many contemporary artists use technological innovation as an integral part of their work, creating interactive installations and multimedia works that engage audiences in a whole new way.
The design of the exhibition spaces themselves plays a crucial role in the overall experience of the Biennale. Architects and designers are called upon to create environments that enhance the works of art and offer the public a suggestive setting for appreciating the works on display. The harmony between the art and the design of the spaces is essential to create a coherent and engaging narrative.
In 2021, Manaly curated the Chilean Pavilion at the Venice Architecture Biennale, presenting an extraordinary and refined work. The installation consisted of a wooden volume colored electric blue, with a deliberately provisional character, conceived as a sort of "room of wonders". This space has collected 500 testimonies, transformed into as many paintings, which illustrated moments of daily life in the José Maria Caro neighborhood in Santiago de Chile. This work has demonstrated how it is possible to restore the history of a community through visual art, without the need for many written words.
The Venice Biennale is much more than just an art exhibition; represents a fundamental moment for contemporary art and offers an overview of global creativity. Throughout its long history, it has been able to adapt and embrace new art forms and new technologies, remaining one of the most influential and respected cultural manifestations in the world.
The sustainable materials favored by Manaly designers
The design industry is increasingly focusing on environmental sustainability, trying to adopt eco-friendly materials to reduce the impact of creations, especially temporary ones, typical of our sector, intended for events, fairs and exhibitions, etc. These productions can generate a significant environmental impact due to the production of waste and energy consumption.
In this article, we'll explore three of Manaly's designers' favorite sustainable materials and see how using these innovative solutions is revolutionizing the exhibition industry.
PEFC certified wood and Legno Veneto
Wood has always been one of the most used materials in design and architecture, but its production can have a significant impact on the environment. Here in Manaly, we have embraced environmental sustainability for years, so much so that we became part of the Veneto Wood Consortium and, subsequently, obtained the PEFC certification. PEFC guarantees that the wood comes from sustainably managed forests, respecting environmental, social and economic standards; Legno Veneto, on the other hand, is produced using exclusively trees from Veneto forests, minimizing transport and the environmental impact associated with this process. Whenever possible, thanks to the use of these sustainable materials, our designers create structures and furnishings with an eco-friendly history, contributing to the conservation of natural resources.
A tangible example can be found in the project created for Veneto Agricoltura, in which tradition has been enhanced through a "green" approach, demonstrating how sustainability, aesthetics and functionality can coexist harmoniously with nature. Read more here!
Sustainable materials: stabilized moss
Another sustainable material used by our designers is stabilized moss. It is a form of natural greenery that undergoes a special treatment to preserve its freshness and softness over time, without requiring maintenance or water. Preserved moss not only adds a natural and organic touch to design creations, but it is also an environmentally friendly choice, as the stabilization process uses less energy and resources than other forms of vegetation conservation. This unique material is ideal for green walls, decorative panels and interior fittings, creating a relaxing and natural environment without sacrificing the well-being of the ecosystem.
Manaly has used it expertly and creatively on multiple occasions. Two examples are the CTS stand at the ITMA fair in Milan and the HGears stand at Eurobike.
Click here to see the CTS booth and read the HGears insight here!
Linoleum
Linoleum is another material loved by Manaly's designers for its sustainability and versatility. Unlike plastic and other synthetic materials, linoleum is mainly made from natural raw materials, such as linseed oil, resins, cork powder and natural pigments. This biodegradable material is an environmentally friendly choice for floor and wall coverings, as it does not release harmful substances into the environment and requires less energy to produce than similar synthetic materials. Furthermore, linoleum offers a wide range of colors and finishes, allowing designers to create sustainable aesthetic solutions without compromising style and functionality.
The floor of the Zara pop-up created for the Milan Fuorisalone, in which the main themes were the brand's innovations from a sustainable point of view, was created with Linoleum. Read more here!
The materials described above are just a few examples of how sustainability can be integrated into the creative process. Choosing to use them for our stands demonstrates how sustainable design can be a driving force for a better future, where beauty and ethics come together to create a healthier and more planet-friendly environment.
Do you want more information? Contact us!
Rediscovering the past to build the future: the value of the corporate museum and Heritage Marketing
In Italy, the concept of "corporate museum" came to life in the 1960s, when companies such as Pirelli, Martini, Richard Ginori and Alfa Romeo began to create corporate collections and archives, which were later transformed into corporate museums. Since then, other important museums have emerged such as the Barilla historical archive, the Eni archive, the Alessi museum, the Salvatore Ferragamo museum, the Milan water plant, the corporate museums of Kartell, Piaggio, Ferrari and Campari.
But what is a company museum and what is its purpose? Read the article to find out more!
What is a corporate museum?
A company museum is a cultural institution that focuses on the history and development of a specific company or industrial sector. Through exhibits, displays and permanent collections, a company museum tells the story and evolution of an entrepreneurial organization.
This type of museum offers a unique perspective on businesses and industries, allowing visitors to explore the changes, the evolution of technologies and the social and economic transformations associated with business activity. Often, a corporate museum is affiliated with a specific company or group of businesses that share a common history or business sector.
The exhibits inside can include historical objects, documents, photographs, machinery, prototypes, products and promotional materials. Through the use of multimedia, videos, testimonials and interactive narratives, the company museum makes corporate history accessible and engaging for the public.
Museimpresa, the Italian Association of Corporate Archives and Museums, has been bringing together archives and museums of Italian companies, some still in business, others not, for over twenty years, creating a circuit of visits, events and meetings that makes them lively places. Currently, the association has over 100 museums and archives of large, medium and small Italian companies... an authentic story of Made in Italy to be proud of!
What benefits does a corporate museum bring to the company?
A company museum has multiple purposes. Let's see them together!
- It preserves and promotes industrial and corporate heritage, enabling people to explore the history and evolution of businesses and industries.
- It plays an educational role, providing learning opportunities and stimulating curiosity about the entrepreneurial world.
- It is a Heritage Marketing tool, a marketing strategy that uses a company's history and heritage to create an emotional connection with consumers. The company museum can be seen as a key component of this strategy, as it showcases the authenticity and legacy of the company, creating a connection between the past, the present and the future. Through Heritage Marketing, businesses can leverage their history and heritage to build a positive reputation, build consumer confidence and differentiate themselves from the competition.
The top 5 of Italian business museums
Museo Branca: this museum tells the recipe of the famous herbal liqueur from four continents. It is housed in the historic factory still in operation, representing a unique example of a company operating in the heart of Milan.
Museo Ducati: this museum combines the history of motorcycling with that of the town in an enthralling journey. The seven media rooms feature a red helmet, a symbol of the space, which also hosts conferences. The museum itineraries include the history of production Ducati motorcycles and their socio-cultural context, racing motorcycles with their relative trophies and a path dedicated to the company's significant moments. Upon booking, it is possible to visit the Borgo Panigale factory, where visitors can observe the assemblies, tests and the famous racing department.
Galleria Campari: it is an interactive and multimedia museum, located inside the Liberty building of Sesto San Giovanni, which is the first authentic Campari factory, built in 1904 by Davide Campari. A digitized corporate heritage and in a multifaceted cultural deposit that exceeds 3,500 works among those on paper.
Museo Lavazza: in Turin, the Lavazza space allows you to embark on a sensory-emotional journey into the global culture of coffee, also with the support of the first intelligent coffee cup that allows you to activate installations and multimedia content and memorize the visitor's interactive journey. In the museum, intimate and evocative, the main stages that have marked over 120 years of the company's history are retraced.
Museo della Liquirizia: in Rossano, in the province of Cosenza, is Amarelli, an Italian company with a history that extends over several centuries. This museum chronicles the four hundred years of liquorice production and the eleven generations that have contributed to its tradition. In the 19th century, Calabria boasted an industrial district with over 80 companies linked to this plant.
Photos taken by Museimpresa.
Manaly returns to be part of Legacoop
We are thrilled to announce the return of Manaly, in the Legacoop association, the National League of Cooperatives and Mutuals. After many years of experience and independent successes, Manaly's choice to re-associate demonstrates the value of joining the League and seizing the opportunities it offers.
Who is Legacoop and what does it do?
Legacoop is an association that has been committed for 125 years to dynamically and effectively support the economic, social and civil protagonism of cooperative enterprises. Currently, Legacoop brings together over 15,000 cooperative enterprises present in all regions of our country and in various sectors, with the aim of creating development and wealth, always placing people and the territory at the centre.
The association develops a wide range of services and projects aimed at promoting the birth and growth of cooperative enterprises. Furthermore, Legacoop undertakes to spread the cooperative culture, enhancing its distinctive principles and supporting the economic, social and civil role of cooperative enterprises through representation activities. The main objective is to respond to the needs of people, who form the nucleus of cooperative enterprises.
Advantages of belonging to Legacoop
Being part of a large organization like Legacoop means having a stronger voice and greater weight in facing the challenges of the sector. Furthermore, its members can benefit from tax breaks, access to subsidized loans and participation in specific projects and tenders.
Legacoop allows cooperatives to get in touch with other cooperative enterprises, creating opportunities for networking and collaboration. This network can foster the exchange of knowledge, mutual learning and sharing of best practices.
Finally, the association organizes training and professional development programs for members (including management, leadership, sustainability, innovation and social responsibility), enabling them to acquire specific skills and knowledge to successfully manage cooperatives.
All of this therefore contributes to improving the competitiveness of cooperative companies and promoting their long-term sustainable growth.
The value of the cooperative network
Cooperation is at the heart of Legacoop's philosophy and represents a fundamental value for the companies that are part of it. Working together to achieve common goals brings benefits on an individual and collective level. Cooperative ethics promote transparency, fairness and democratic participation, creating an inclusive and responsible work environment.
Manaly has always valued people and respect for the environment as central themes of the cooperative, creating a competitive advantage in customer loyalty and in tackling complex projects. The cooperative has embarked on a new phase since 2009, investing in technology and culture to accelerate growth. But that's not all, Manaly is a modern company that believes and invests in people, hiring young people and integrating them into the company's decision-making, creative and operational processes to build the company's future.
The decision to return to Legacoop reflects Manaly's commitment to promote cooperative values. This synergy will allow it to benefit from the resources and opportunities offered by Legacoop, while at the same time contributing to the growth and strengthening of the entire cooperative movement.
The evolution of the Salone del Mobile: from the furniture fair to the international design hub
Born in Milan in 1961 with the aim of promoting Italian exports of the furniture industry and its accessories, the Salone del Mobile has become an international reference event for the design and furniture sector. With over sixty years of history, the Salone has been able to evolve and adapt to the needs of the market, each year representing a unique opportunity to discover the latest trends and the most interesting protagonists of the sector.
But how has it evolved over the years? Read on to find out more about the Milan Furniture Fair!
Salone del Mobile in Milan: the story
Italy emerged from the Second World War with a strong push towards building reconstruction to face the heavy marks that the long conflict had left on the cities and on the national territory. It was necessary to build new houses and large buildings that also required furniture.
In 1960, the historic Cologne exhibition dedicated to home and furnishings, "Koelnmesse", reopened in Germany, giving inspiration to Italian entrepreneurs. The following year, in 1961, the first edition of the Salone del Mobile was inaugurated in Milan, with the participation of 328 companies and 12,100 visitors, of which 800 came from abroad.
Since then, the Salone Internazionale del Mobile has become the international reference event for the furniture and design sector, going beyond national borders since 1967 and becoming the first salon in the world in 1994.
The Salone del Mobile today
The Salone del Mobile in Milan is an event that takes place every year in April together with other biennial exhibitions such as Euroluce, EuroCucina and the International Bathroom Exhibition and annuals such as the International Furnishing Accessories Exhibition and Workplace3.0.
FTK (Technology For the Kitchen) and S.Project are collateral events dedicated to design products, decorative solutions and furnishing techniques.
In the FieraMilano district in Rho, these events occupy a net area of almost 210,000 square meters and each year represent over 2,300 of the most dynamic and creative companies on the world market.
Since 1998, the SaloneSatellite (better known as FuoriSalone) has also become a springboard for young designers and a point of reference for companies looking for new talent.
How did the 61st edition go?
The Salone del Mobile in Milan has now left the pandemic behind, given the success of this latest edition (April 2023). In fact, it attracted 307,418 visitors in six days, a 15% increase compared to 2022 and a gradual return to pre-Covid levels. More than 2,000 exhibiting brands were present, with 34% coming from 37 different countries, including 550 young designers from 31 countries and 28 design schools and universities from 18 countries. China once again became the first host country of the event after Italy, followed by Germany, France, the United States, Spain, Brazil and India on equal merit.
These numbers demonstrate the international importance of the Milanese event, which is a point of reference for the world of design, as also stated by the president Maria Porro.
In conclusion, we can say that the success of the Milan Furniture Fair derives from the solid industrial network at its base, combined with the quality of the projects that promote sustainability and excellence of form and content. Furthermore, it stands out for its ability to create a system, train young people and take advantage of the exceptional integrated mechanism of communication and culture that characterizes the Ambrosian metropolis and the surrounding area.
We at Manaly were proud to have followed projects both at the Salone and at the FuoriSalone and we can't wait for the next edition in 2024!
The history of the fair: a story of continuity and innovation
The trade fair has existed for centuries and, over the years, has been an important tool for the promotion of trade and industry. But let's take a step back: what is the history of the fair? And how has it evolved over time?
Continue reading the article to find out more!
Before starting, it is necessary to mention the etymological origin of the term "fair", which derives from the late Latin "fĕria" and recalls the idea of a day of celebration and leisure. Over the centuries, the meaning has evolved, assuming the meaning of "meeting of sellers and buyers".
History of the fair: the origins
Although we start talking about fairs in the Middle Ages, it is interesting to note that the idea of a similar commercial event already existed in Roman times, albeit with a different purpose from the current one. The ancient Romans, in fact, gathered on holidays to attend shows and other events.
However, starting from the year 1000 (also known as the age of the commercial revolution), regional markets began to develop in the most important cities, including fairs. These events were held regularly and on pre-established days, becoming a much-awaited occasion for the merchants, who sent their goods especially for the occasion and took the opportunity to buy what they needed. Merchandise from all over Europe arrived at the medieval fairs, such as fabrics, wine, grain, wool and salt, making these fairs a place of great commercial exchange and meeting between people from different parts of the continent.
History of the fair: the turning point
With the discovery of America in 1492, interest in fairs expanded considerably, focusing above all on precious metals from the newly discovered lands. In the 1600s, Leipzig hosted the most famous fairs, attracting such a large flow of goods and people that the city was forced to expand its walls on several occasions. Towards 1800, however, international fairs gradually lost their importance, giving way to universal exhibitions.
But it is undoubtedly 1851 that represents a fundamental year in the history of fairs, with the holding of the first Expo in London. The event took place at the Crystal Palace in Hyde Park and was formally called the Great Exhibition of the Works of Industry of all Nations. It was an opportunity to exhibit new products, cutting-edge industrial machinery and the first samples, combining commercial needs with those of research and innovation. The London Expo represented an innovative and successful model, which would later be followed by many other universal exhibitions around the world.
The fair in the modern age
With the advent of the modern age, we have witnessed the birth of the trade fair model we know today thanks to its sectorisation. Thanks to this approach, exhibitions dedicated to specific sectors have been created, such as technology, science, agri-food and many others.
It was precisely in the 20th century that this trade fair model was further developed, thanks to the creation of the first companies specialized in the organization and management of trade fair events, as well as permanent structures specially designed to host these events.
The types of fair today
Today there are various types of exhibitions, three are the main ones. Let's see them together!
Popular fair: a folklore event, where the stalls wind their way through the streets and squares of the historic centre, whose participation is driven by curiosity and affection for a tradition.
Trade fair: only samples of the goods are exhibited with the aim of taking any orders and it mainly affects operators in specific sectors.
Sectoral fair: a small or large fair, both in terms of exhibition area and number of exhibitors and visitors. A characteristic of this type of fair is the presence of both producers and traders among the exhibitors. The sectors that fall within these types of fairs are: cars and motorcycles, biological, photography, comics, nautical and electronics.
To conclude, the history of the fair is constantly evolving and, today, we can add a new element: just think of how covid has changed some dynamics. The interruption of activities caused a drop in turnover, but at the same time it favored change. In fact, many initiatives have not been canceled but transferred to digital platforms.
We at Manaly are ready to face the challenges of change, as we have always done, in order to best meet the needs of our customers.
