"Rho-Pero cannot fail to impress"
Milan has come up with a matchless exhibition centre. Although not all the infrastructure is running smoothly yet, Piergiacomo Ferrari, chief executive, is fully aware of the potential the pleasing new-build facility holds out.
How did you cope with the move from downtown Milan to the new exhibition grounds?
The fairs relocated gradually in autumn 2005, when the first big exhibitions started taking place.We moved our offices, about one-third of which are still in the city centre, in December.
Which fairs are staying in the city centre?
Roughly a third of the traditional exhibition complex in Milan will remain available for fairs; we’re talking about a gross exhibition area here in the region of 115,000 to 120,000 m2. This is being kept for "lightweight" events such as fashion shows or art and antiques.
Has the new-build facility helped you to solicit fresh themes?
For over a year now Fiera Milano has been endeavouring to upgrade its portfolio of events by acquiring new fairs, either by bundling events with the same or a similar focus or with the creation of new shows by the departments responsible for organisation. Some of these will be debuting 2007 in the new complex: Tuttofood, an agricultural and food exhibition, and Build Up Expo, a comprehensive architecture and building fair collocated with Intel, the International Exhibition of Electrical Engineering, Electronics, Lighting, Industrial Automation and Components. These are both shows of economic and strategic importance, both being in sectors we have not hitherto represented.
What are the new site’s greatest assets?
The main assets lie in the size of the exhibition facility, coupled with extreme flexibility and functionality. All the halls, which together provide 345,000 m2 gross, are ground level. What is more, 60,000 m2 of fully equipped open-air space can now be used. Further advantages are the logistical focus on erection and dismantling and the on-site underground railway station. As from 2008 we will also be linked to the high-speed Turin - Milan route
And what about disadvantages?
We’re still having problems with accessibility, because the motorway exits and rail link aren't yet up and running. We’ll presumably have ironed out all the hitches by the autumn. In fact, we completed the centre far sooner than scheduled - originally we had not intended launching there until summer 2006.
Which exhibitions fill the new site to capacity?
The only one to do so will be the International Furniture Fair, which requires additional outdoor areas. Macef Primavera 2006 and Mostra Convegno Expocomfort filled the entire hall space.
Interview: Christine Seizinger
m+a report Nr.2 / 2006 vom 24.03.2006
m+a report vom 24. März 2006