Milano Unica lifts image with new layout, better service levels

By

Dominique Muret

Published
Sep 7, 2016

After moving into the Fieramilano Rho pavilion, Milano Unica -- the trade show located in Milan -- commences a new chapter. The 23rd edition of the Italian textile fair -- dedicated to fabric and accessories collection for autumn/winter 2017-18, kicked off on Tuesday following a successful location transfer. More still, the fair unveiled a profoundly redesigned layout to show goers.

 
At first glance, the fair hasn't change, showcasing the same signage and rust coloured walls typical of Ideabiella: the area for Piedmontese fabricators from the Biella district, which has always very exclusive and, therefore, closed off to most.

But, walking through the alleyways, it can be seen that the trade show has adopted the same format as Ideabiella, with areas like "Shirt Avenue", dedicated to shirts, and "Moda In", for trending fabrics, made up of sections "In Fabrics" for textile production and "In Accessories" for accessories.

The colour of the stands, which varied from zone to zone, being the only difference. The removal of barriers is another major change. Visitors can now freely access Ideabiella and move along it, reflecting a more linear fair layout.
 
"It's simple, the different sections of the fair align themselves well with Ideabiella. In the end, we have succeeded in encouraging all participants to rise to this new level of excellence," explained Pier Luigi Loro Piana, who has for a longtime presided over Ideabiella.
 

"Milano Unica has finally become Milano Unica! That is, a single and unique event unified in layout and organisation," said Massimo Mosiello, CEO of the trade show. 
 
"Now, there is a bigger selection and the service offered to our businesses has improved, for example, there's even a restauranteur, the Michelin-starred chef Vittorio," he added. 
 
In fact, if monochrome tones are echoes of the former trade show, the interior has undergone a complete refreshment with more spacious stands, that are comfortable and well lit. It exudes a certain elegance. 
 
"The structure has fundamentally changed. Before, the trade show was spread over two levels. Now, it runs straight and long. But there is a lot more space, whether it be the stands or the the Trend Area, the zone reserved for trends. The fair has also established a central space for runways," noted Milano Unica artistic director, Stefano Fadda.
 
"For the updated edition, I've noticed an increase in new businesses attending," he continued.
 

"It's a new beginning, where for the first time, the trade show speaks the same language," concluded the new president of the event, Ercole Botto Poala.
 
"Striving for excellence has a cost and we have been able to attract important investments thanks to government support," he said.

Funding from the Italian Ministry of Economic Development granted to Milano Unica almost doubled the last two years, going from 3.5 million to 6 million in 2015 alone and early 2016.