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The Autumn 2004 MACEF

A decidedly positive balance for the autumn edition of the MACEF Milano, where the good climate recorded in business inspires optimism and confidence for an economic upswing in the sector. The recovery seems closer after the four intense days of business meetings, that came to an end on September 6th at the Fiera di Milano: the MACEF, the international exhibition of the home, that opens out to the distribution and retail world, to planners and designers, in fact, met with a lively commercial activity that has not been seen for some time. We are speaking of an area occupied by stands of 131,000 square meters net, a record for the September edition, that welcomed a total of 70,723 visitors. Significant and appreciated was the return in grand style of American and Japanese buyers. Also important was the flow of “virtual visitors”: the stands, up-dated periodically by the exhibitors, will remain online until the next MACEF, planned to be held in Milan from the 21st to the 24th of January next year. Generally, then, a highly encouraging outcome that pleased the exhibitors, 3,139 altogether coming from 58 different countries. As for the visitors, there are two important considerations to be made: the “rediscovery” of the MACEF by commercial operators from the centre and south of Italy, and the “return” of important business visitors. Compared to previous autumn editions, there was a

much greater request for participation, which led to an extension of the overall display space. Notable success for the sectors of bijouterie and textiles for the home, for which a waiting list had to be created, and also for the kitchen and table silverware sectors. More complicated was the situation in the gift area, that is made up of companies and products that are very different one from the other in their product lines and targets. The new layout of “Fatto a mano” (“Handmade”) was more effective, with the companies not set apart in a pavilion of their own, but functionally inserted into the product areas they belong to. Among the exhibitors that distinguished themselves in this sector, worth remembering are: the Laboratorio Italiano (the Italian Laboratory) with its production of ceramic articles, Aracne, a company specialized in wooden toys created to stimulate children’s imagination, Bortoletti Fonderia Artistica and the Vetreria Artistica Fratelli Pitau, two important firms in the crafts panorama of the Veneto region.The buyers interested in these articles seemed to be very selective and rewarded above all the companies that stood out for their ability to correctly interpret the evolution of the markets, updating and adapting their distinctive skills. Certainly, what only two years ago was an indistinct agglomeration called “Artigianato” (“Crafts”) in the MACEF, is taking on a more well-defined arrangement, even though the road to travel towards a more precise segmentation

of companies and products in this area still needs to be completed. The Ethnic segment-idea also confirmed interesting prospects; following up on the boom of the “fashion-effect”, it has achieved a certain level of stability on the Italian market. Very good, too, was the commercial impact of this MACEF on the Classical sector, where the efforts of the exhibitors to come up with a common project and good visibility are giving tangible fruits. In this context the attractiveness of Pavilion 21 was strengthened: now it has become a sort of reference point for trend companies that operate in the design field. The same success of visitors also for Pavilion 10 in the area called “Segni” (“Marks”), where the firms, that spared no efforts to present innovative products in a high-quality often elegant furnishing context, expressed widespread commercial satisfaction. There were large crowds also at other events that animated this fair edition, as at the show called “Gruppo Guzzini: Oggetti Testimoni”, which illustrated through images the concept and the history of some of the most popular products of the group from Marche region, and the preview presentation of the works that won the Zodiac contest for a semi-serious design of the bathroom environment tied to the signs of the zodiac. The next appointment with the MACEF Milano is scheduled for January 21s,t 2005, a date that will mark the opening of an edition which, from what is already being said, promises to be particularly rich with interesting events and new ideas.

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Profile for Fondazione Cologni dei Mestieri d'Arte

Artigianato 55  

Italian Magazien about crafts

Artigianato 55  

Italian Magazien about crafts

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