Interview with Paolo Pizzocaro, the Exhibition Director of the October trade show

The appointment with EXPOdetergo International 2022 is approaching: in eight months – from October 21 to 24 – Fiera Milano will host the best technologies and products for the textile cleaning and care, with a highly technological proposal, characterized exclusively by new machines and new ranges, and it is characterized by three concepts that will join us in the next coming months: sustainability, the hygiene guarantee and digitalization. While waiting to discover the innovations of the trade, we interviewed Paolo Pizzocaro, the Exhibition Director of the trade show, for getting updated on how to visit, but also on the new digital services available for the visitors and exhibitors of Fiera Milano.

Pizzocaro, the current situation is imposing new attention regarding the safety for the big events. Can you tell us how Fiera Milano has organized itself?
For guaranteeing a total safety participation to its visitors and exhibitors, Fiera Milano has developed for some time now, a Protocol for controlling the new coronavirus spreading, constantly updated, in a full compliance with the actual valid legislation at national level. According to the government guidelines at this moment, for accessing the trade fairs, you must have a Super Green pass and wear a mask. Certainly, we have intensified the cleaning activities, but moreover, the digital services will provide a valuable help regarding the security and the procedures simplification: will be encouraged the online registration and the digital signage will bring as well great support, the new technological infrastructure consisting of 80 high-resolution LED walls, very useful in providing live information about the event in progress. A heatmap will allow the geolocation within the exhibiting area, monitoring the flows and the ways inside the pavilions, while the district App will allow to access a series of services such as wayfinding, fast track, or even purchasing a parking place or a meal. A protocol that has already been successfully tested with the occasion of various events that we have organized from September until now, all in compliance with the rules and to the full satisfaction of the exhibitors and visitors. Small simple rules that allow us to recover the added value of doing business “live”, talking to each other without the filter of a screen.

You were telling us about the recently held trade shows. How was it? What can we expect for EXPOdetergo International?
From September to December, Fiera Milano hosted 31 exhibitions: an exceptional number, due to the need to reschedule the events that had been postponed in the calendar. Events from different sectors, but united by a common feature: the large number of visitors, higher than expected, and the great desire to meet again. From what I’m hearing from the companies and the market representatives, the laundry world is also waiting for “its” own trade, so I’m sure that EXPOdetergo International will also experience the same excitement. We have committed ourselves to make available for the visitors a complete platform, which will combine business, updating, comparison, all essential in a moment when the market is developing new awareness and skills. Just think of the connected machines, remote maintenance, new sustainability goals: exploiting and overpassing these changes is essential today for remaining competitive and offering a service adapted to the requirements of an increasingly attentive and demanding consumer.

Digital technology is one of the tools that has supported the most all the businesses in the last two years, and has also made us discover many opportunities. Is there any news related to the fair?

If there is a positive legacy that these two years have left us, that is the awareness of the digital technology importance, but not as a substitute for meeting in person, but as a tool that allows us to amplify the experiences and to multiply their value over the time. In this sense, one of the biggest innovations for the exhibitors and visitors of EXPOdetergo International will be Expo Plaza. It is a 4.0 catalogue, active and available for every day of the year, where the exhibitors can upload their company description, but also their top products, the case histories representing them, videos and information considered useful for their customers. Expo Plaza is also an interactive tool that allows you to have a direct dialogue with the professionals of the industry. Shortly, the fair participation allows continuous cross-references between the physical moment and the digital confrontation, optimizing the investment and multiplying the contact opportunities over the time. •

• The exhibitor’s data sheet: a real digital showcase, also graphically customizable, with the possibility to insert products, documents (brochures, data sheets, etc.), but also stories, videos and social profiles, to complete the story of your company or the innovations presented.
• Events: the appointments and webinars made by the exhibitor during the show.
• Open agenda: allows you to set and manage an agenda of meetings, whether directly in presence at the trade shows, or directly online
• Chat: a dynamic module that allows the exhibitors and the potential customers to get in touch directly, for a more constant and extended relationship
• Reserved area: after accessing through Fiera ID, your digital identity at Fiera Milano, you can update contents, accept appointments and manage agendas

List of direct exhibitors and represented companies (highlighted in italics) – Updated on 1 February 2022

Edited by Marzio Nava

Detergo Magazine – Number 2 February 2022