Thursday, 01 Sep 2016 17:41 GMT

Viscom 2016

With the final half of 2016 seeing Viscom events in Italy, Germany, and France, Harriet Gordon investigates what each show has to offer to visitors from the UK

A Continental Cocktail

Europe is currently in a state of flux. Whether you consider the growing threats to its borders, the continued economic stagnation of countries such as Greece, or Britain teetering on the edge of Brexit, the European Union is feeling increasingly divided. And in the turbulent days we are living in, it has perhaps never been so important to retain old alliances, and build new ones.

While the wider political and economic picture may be disconcertingly uncertain, in the print industry there is one event that continues to tie our European nations together: Viscom. Over the next few months, the continent will see three such events in France, Italy, and Germany, drawing crowds from across Europe to witness the best these economic powerhouses have to offer.
 
Vive la France

Famed for being one of the most romantic cities in the world, Paris is also renowned for its creativity. Whether you are more interested in its historical art museums or its world-class fashion scene, Paris is the still the creative capital of the world for many people. And in this respect, Viscom Paris certainly does not disappoint.

Running from September 6th to 8th, this visual communications and graphics event will do far more than simply house exhibitors for the three days, as show director, Brune Jullien explains: “Every year, Viscom Paris (the show organised by Reed Expositions France) features an interactive and entertaining zone: a space that showcases the innovations, know-how and materials that are highlights of the event.


Every year Viscom Paris features an interactive and entertaining zone—a space that aims to showcase innovations, expertise, and materials



“Having previously provided a spotlight on themed environments such as the airport, the shopping mall, the office and even the museum, this year, Imag’in will focus on a sensory concept: The Live. In other words, what is direct, interactive, the immediate moment. With the aim of generating enhanced interactivity, sharing and experience for everyone visiting the “Imag’in Live” zone, this will be orchestrated around the concept of an experimental factory.”

Created by Global Design agency l’Air de Rien, the sensory concept that is the Imag’in Live zone is certainly a step away from your usual exhibition fare. Located at the centre of the exhibition, it is made up of three sections spotlighting collaboration, networking and ‘the human dimension’, as Jullien explains: “What dominates is the immediate experience, sensed ‘live’. In addition, with the addition of a DJ, the zone will benefit from a ‘live’ musical performance.”


Viscom Italy is playing host to a range of international artists, who will present their posters, advertising, videos, and lighting technology



Completely rethought, the Imag’in zone at Viscom Paris 2016 will be more experimental than in previous editions providing a more extensive space for the exhibition and the visitor journey. With its “Live” common thread and the Imagin’in zone, Viscom Paris 2016 aims to encourage visitor participation and focus on interactivity.

The zone will take the shape of three distinct sections. Firstly, the Custom Bar, arranged as a grand convivial bar, will be a Workshop space where visitors, with the help of an expert leader, will be able to create a personalised sample and demonstrate the latest innovations in terms of adhesives or laser cutting.

Next, the Expertise Zone will bring together specifiers, designers, and interior architects, providing a materials library, a finished products exhibition and, above all, advice from experts in their field on the main market challenges or specific industry questions.

Finally, we have the Digital Experience, which aims to show how to make best use of digital and video. Using wide-scale video projections, the visitor will enter a totally digital world and live a technological experience.

“The concept is to invite our visitors to participate, discuss and exchange views between themselves and with experts,” underlines Jullien, who adds: “Professionals will lead all the sections of the zone, all of which will allow for the discovery of materials and fabrication methods. Imag’in Live will reflect, on a human scale, all the innovations and know-how in the market thanks to the presence of our exhibitors”

Bella Italia

If there is one city that can compete with Paris for fashion creativity, it is Milan. From October 13th to 15th this chic city will play host to Viscom Italy, and with over 95 percent of the exhibition space already booked by international players, organisers are expecting thousands of visitors from 60 countries.

Nicola Mirizio, marketing and communication manager of Viscom Italy, comments: “As the market leader, this year’s Viscom Italia will boost the visual communication industry in all its facets.


Organisers claim this edition of Viscom Italy will promote new creative projects, the exchange of ideas with leaders in the market, and new models of communication



“We have staged an exhibition that aims to provide experiences, knowledge and above all the sharing of common goals to meet the needs of professionals and of all those who are looking for new ideas to innovate and create a competitive advantage. This edition will mark a new format of events, presenting an exhibition that promotes new creative projects, the exchange of ideas with leaders in the market, and explores new models of communication.”

And, like its sister show in Paris, creativity is the name of the game in Milan. The show is playing host to a range of international artists, who will present their posters, advertising, videos, or lighting technology, while exploring how to communicate with different and innovative fonts for design projects.

Mirizio explains: “We will stimulate the thinking of our visitors through a cocktail of stories that will explain how easy it is to use social and digital marketing to generate awareness. We will take you on a journey to discover how advertising is looking for more and more opportunities for communication that have to centre on the individual, to involve people emotionally and motivate them to purchase, or how to create a store that is a memorable experience for the consumer using the solutions of our industry.

We will stimulate the thinking of our visitors through a cocktail of stories that will explain how easy it is to use social and digital marketing to generate awareness”


“We also consider how best to integrate packaging with innovative technologies such as Wi-Fi, to combine traditional printed communication with the latest potential of the web, to distribute information and enrich the consumer experience.”

Of course, education is now a key element of every print exhibition, and in Milan guests can look forward to the Viscom Talks. Coordinated by Persona Live, a company developed by POLIHUB Fondazione del Politecnico di Milano, the talks will be an information platform and a space for ideas focusing on creativity, innovation, marketing strategies, and new visual languages.

Mirizio comments: “A number of distinguished guest speakers will take to the stage to share the creative ideas that have turned into success stories. These talks, rich in business content and with the extensive experience of thought leaders, will help us to understand how new markets evolve and how companies can seize the chance to develop professionally.”

Alles Gute

The final instalment of this stellar trio is Viscom Frankfurt, which, from November 2nd to 4th, is celebrating a special anniversary. Petra Lassahn, director of Viscom Frankfurt 2016, explains: “Visitors can look forward to many highlights and entertaining attractions at our show. For example, to pay tribute to 30 years of Viscom in
Germany, we will have a new special area, the Show and Do Arena, where everything is about sign-making and digital printing, illuminated signage and digital signage, interior design and textile finishing of the last 30 years.”

She continues: “The Viscom world of inspiration will be the centrepiece of Viscom POS. Here, innovations and trends in interior design, POS packaging and display will be showcased. Furthermore, each day of the trade fair will focus on a special topic, like digital retail on Wednesday, POS communication on Thursday, and interior design on Friday. International experts will offer lots of information within the scope of lectures in the speakers’ corner.

Visitors can also take part in several workshops and ‘lunch and learns’, to learn more about visual communication in all its facets.”


The Viscom Frankfurt World of Inspiration will be the centrepiece of Viscom POS, where innovations and trends in interior design, POS packaging, and display will be showcased



Lassahn is also keen to point out that her exhibition is working hard to showcase areas of the visual communications market that are experiencing sustained growth: “Retail and brand communication have become more and more important, whether in the sign or the marketing sector. This development is reflected in the Viscom World of Inspiration. Premium packaging, displays, trends in interior design or digital marketing will be showcased here. Another big topic is the future of retail stores. Several lectures focus on how digitalisation affects the future of selling—analogously and digitally. A few of the many questions that will be discussed are: What new possibilities are offered by virtual reality? How can a strong bond with the customer be achieved? Or how can new brand worlds be created?”

In addition to the educational features on offer at Viscom Frankfurt, visitors can also look forward to viewing innovations in technology, for example in the range of digital printing or LED technology. Lassahn continues: “Also on display will be the possibilities of inline refinement. The questions ‘how does digital printing change interior design, and what possibilities do materials offer’, considering that immersive experiences are becoming more and more important, will be focal points of the show.

O Factoid: Viscom Paris 2015 saw 24 percent of exhibitors travel from 14 different countries, and had 13 percent of international visitors come from 65 different countries.  O


“We will also examine how digital marketing is influenced by digital signage, DOOH, or by online and mobile communication. But these are only a few highlights visitors can look forward to at this year’s Viscom in Frankfurt.”

So, whether you are planning to jet off to all three events, just catch the one, or simply follow all the news from the shows in trade publications such as this, there will surely be something to interest you on the continent in the months ahead. 


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