Dec 12, 2011

Macef January 26th – 29th, the International Home Show in Milan

Preparations for the 92nd Macef International House Show are in full swing. The main points of the new exhibition are the figures of September, which, despite the economic trend and the perpetration of economic difficulties at international level, well-prove the satisfaction of the operators and visitors who believe that Macef is an essential event for the definition of their business strategies and a solid and profitable business moment.

An integrated platform of services, where the protagonists are the ideas, the winning ones and those that are able to attract the interest of buyers, trend setters, journalists and visitors in general. The proof is the appreciated return of important brands that have made home design history such as Guzzini, Richard Ginori, TVS, WMF, and also, Gio Style, Abert-Broggi 1818, Koziol and Lagostina which accompany many other equally prestigious brands of the industry.

Re-entries and traditional attendees are nothing but a clear sign of the attention always devoted to exhibitors. As for the international buyers, Macef’s attention was focused, through a series of targeted invitations, on the markets considered as strategic by the exhibitors themselves. A channel of information exchanges able to build useful synergies for the creation of a “tailor-made” exhibition.

As much attention is given to visitors, who are increasingly involved in interactive dynamics regarding the exhibition paths. Examples of this are, first of all, the technological innovations and the new media. On its web site www.macef.it, entirely renewed in content and form, Macef is able to supply all real-time information on the show and, regarding the communication with customers, a new initiative that has brought Macef on the main social media such as Facebook, Twitter, Tumbl, Flickr, and Youtube must be pointed out. http://www.macef.it/che-cos%C3%A8-socialike.

It is not only fashion communication; it is a true integration and interaction project.

Not only new technologies. In order to bring Macef closer to visitors, from the next event, it will be possible to enjoy exhibition paths immediately detectable thanks to an easily distinguishable layout of strong impact. New purposely conceived settings, a scenery context, which will help visitors in living new emotions, by creating a pleasant environment useful to understand market trends and make business.

The layout is structured as an ordering principle among the exhibition areas, a sort of backbone indicating a fruition path. The project will start in January, involving only Pavilions 9/11, which will be presented as a whole but with a guide-line for reading, that will create a refined environment pleasant to visit.

Regarding the most traditional aspect of the exhibition, Macef confirms the market subdivision in macro sectors: Furnishing and Decoration; Table & Cuisine; Silverware; Gifts; Trade & Big Volume; Costume Jewelry, Gold, Fashion & Accessories. The 4 traditional sectors have become 5 because Silverware, which was part of the Table sector in the past, now has its own specific connotation (Pavilion 11).

Here, in a well-identified area of great appeal, there will be the great production of home silverware and even more. This pavilion will host an area devoted to personal luxury items with companies manufacturing gold and silver jewels, gems and semi manufactured products, together with an area

devoted to international young designers of jewelry (Designer Club) who will expose their “trendy” ideas, products and projects at Macef .

A pavilion entirely devoted to what is “precious” , that links “precious” home ware products with personal luxury items creating great synergies. A location that allows extension and improvement of all promotional activities designed to involve the main protagonists of industry.

In Pavilion 9, “Tradizione Italia” will offer the best of the Made-in-Italy gifts in an area dedicated to the excellent Italian products, and will also host some important regional representatives who are particularly interested in giving visibility to the excellent products of their own territory.

And then the Creativity thematic area – inside the Pavilions 14-18 dedicated to Gifts, Cart and Big Volume – the project dedicated to creative hobbies and manual arts (products for hobbies and decoration, fine arts, fabrics, yarns, creative paper) that since September 2011 has given specific identity and visibility to all the operators of the sector.

Of course, also the initiatives dedicated to designers are confirmed and their results are on the increase.

We are talking about Creazioni and Creazioni Designer, two important exhibit moments dedicated to innovation and top quality handicraft that aim at giving visibility to those contexts which operate between art and handicraft and that produce unique pieces or small series.

Selected products characterized by singular shapes, colors and materials are the result of the fizziest trends of the moment. And for all those young designers, under-35 artisans and artists who create with deep innovation and personal artistic expression, Macef organizes the CREAZIONI GIOVANI contest with the aim of promoting the research production. Thanks to this contest, 4 young talents, selected by a board of industry experts, can exhibit free in the Macef’s pavilions, enjoying significant visibility at an international level.

The competition, as well as the area Creazioni and Creazioni Designer is promoted by Macef with the collaboration of Artex, Centre for artistic and traditional handicraft of Tuscany and sponsored by CNA and Confartigianato Imprese.

As always, also the area of Macef Bijoux is important – with its pavilions devoted to Costume Jewelry, Gold, Fashion & Accessories – here, you will enjoy the competition “The Best of Bijoux”, created to bring out the experience of the most creative companies of the sector, and Bijoux Trend Gallery, an area dedicated to fashion trends. Finally, great news, “That’s fashion!” an event organized with the collaboration of Preziosa magazine. Thanks to a performance / installation at Pavilion 11, visitors will enjoy a fashion show with jewelry, costume jewelry and fashion accessories that are at the fair: a chance of visibility, but also of business for the companies.

Press office Macef:
Simona Musazzi +39 02 4997 6675 simona.musazzi@fieramilano.it

Press office Fiera Milano Spa
Rosy Mazzanti +39 02 49977324 rosy.mazzanti@fieramilano.it
Elisa Vittozzi +39 02 49977456 elisa.vittozzi@fieramilano.it