Revolution in VicenzaOro

VicenzaOro Winter 2013: has everything changed? VicenzaOro was a success (that’s the official entry). But then, why does it change? Perhaps because it is the world that evolves and forces new paths. The fact is that the future of Fiera di Vicenza will be called The Boutique Show. This is, the leaders of the Vicenza-based organization explained, a new concept for an exhibition fair. The revolution will start in 12 months, with Vicenzaoro Winter 2014. The innovations are, for now, words to which more content will have to be added: «new infrastructures, new services and new exhibition models designed to implement the value of the offer and satisfy the needs of buyers and retailers.” The first step for the VicenzaOro of the future is the new web portal, already online. So as not to miss anything and follow the long wave of the media, the evolution was designed with the aim of creating new web communities of exhibitors: «the various brands present at VicenzaOro will be organized into homogeneous groups based on municipalities reference values, positioning, organization systems, type of production and overall image”. In short, nothing but Facebook.

But if it is doubtful that goldsmiths and case manufacturers spend their time chatting on yet another social network, the desire to revolutionize the layout of the stands seems more concrete. Next year’s layout includes six main districts: Icon, Creation and Look for jewellery; Essence for gems and precious components; Expression for packaging and visual merchandising; Evolution for the technology applied to the processing of precious metals. These islands (hopefully not too isolated) will be connected by the so-called buying trails, «directions of taste and style that the independent Trendvision Observatory outlines and elaborates thanks to its laboratories scattered around the world and which will be represented at VicenzaOro physically within the exhibition area and iconographically on a map distributed to each visitor”. Said like this, it seems a little unclear, but perhaps the result will be better than it appears on paper. The aim of the organizers is a greater rationality of the spaces and the homogeneity of the themes, so that supply and demand are more in contact. All that remains is to wait to compare the intentions with reality.