World Market Center Adds Italian Exhibits
By Heidi Genoist -- Tradeshow Week, 4/17/2006
At its July 24-28 Las Vegas Market, the World Market Center will add a juried exhibition of upscale Italian products. The move is part of the WMC's strategy to position itself as a significant international home furnishings venue in the United States.
The two-part gallery consists of Italian Design on Tour, or I.DoT, and the Italian Design Classic Selection, ID_CS, both organized by the Italian Design Agency. Financed by the Italian government and supported by the companies whose designs will be on display, the exhibition features high-end contemporary furnishings, as well as new takes on old standbys.
The partnership with the IDA is, among other things, a response to requests from exhibitors in the two inaugural markets that management incorporate more upscale contemporary European designs into the show.
Although the products on display will not be for sale, Tim Branscome, WMC director of international development, noted that such exhibitions do promote trade.
"It's part of our responsibility to educate buyers. These companies in Italy need exposure, and Americans need to be exposed to what they're doing. Both sides are going to learn a lot," Branscome said, adding, "We see a more commercial experience happening in 2007."
I.DoT and ID_CS will occupy 10,000 square feet in two upstairs meeting rooms of the South Hall in the Las Vegas Convention Center, home to an anticipated overflow of 420,000 net sq. ft. of temporary exhibits in the Las Vegas Market. The show also is expected to fill more than 200,000 net sq. ft. of exhibit space in pavilions on the WMC campus, in addition to the nearly 350,000 net sq. ft. of permanent showrooms.
The Italian exhibition becomes the fourth element in the show's international strategy, following partnerships with Messe Frankfurt and Messe Cologne — organizers of German shows for furniture, interior design and textiles — and several pavilions of foreign exhibitors, the largest of which is a 7,000 sq. ft. area for Brazil.
Branscome said further international plans were in the works, but declined to give details.
