Visual communication in Milan

The 25th Viscom Italia, hosted by Reed Exhibitions at Fiera Milano Rho on October 3rd-5th, once again proposes itself as a creative hub for open and participatory innovation that follows the multiform paths and multi-technologies of visual languages.

This year the fair/show also changes location, and will be held at Pavilion 9 of Fiera Milano Rho, supported by the collaboration of sector associations: Aiap, Aifil, ALA-Assoarchitetti, Asseprim, Assotemporary. At the fair, applications, technologies, materials and production processes in a diverse sector that includes large format digital printing, signs, posters, silkscreen printing, pad printing, textile promotion, embroidery, engraving, milling, laser, digital signage, labeling, packaging, POP and services for events.

A packed calendar of events will carry the day, some traditional, others visionary, among which Viscom Forum, inspired by the theme “Rethinking business for a new future” and created with the help of the scientific expertise of Politecnico di Milano’s MIP; also Viscom Live, a live set showcasing all the applications of the sector. Sponsored by major home design concerns like Luceplan, Unifor, Zanotta, it will consist in an “open lab” where the available technologies will be reproduced in various decorations on various surfaces (walls, furniture, fabrics, metals, glass and wood...). For its part, the “hybrid space” will demonstrate a cross-disciplinary use of communication techniques in supposedly unrelated environments, such as the street, the home, the office, the store, showing their reciprocal influences and contaminations. Finally, a large surface will host the “abacus of elements” in its most primitive form: a sample of all materials suitable for printing, silkscreen printing, embroidery, engraving - applying all the techniques of visual communication.
Also worth mentioning is the new Viscom Lab - a stage for decorations and customization techniques made possible with silkscreen, embroidery, digital printing and pad printing - and the third edition of the international DIVA (Display Italia Viscom Award), which recognizes the best display solutions for the POP.