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Mostra 2021 will mix live and digital events

ITALY: The organiser of Mostra Convegno Expocomfort (MCE) has announced details of an event in 2021 combining virtual and live elements as a bridging event to the MCE 2022 exhibition.

The new event, MCE Live+Digital, to take place on 8-9 April 2021, promises a live in-person event at the Milan Convention Centre (MiCo) with a “virtual” online component.

With Massimiliano Pierini, MD of organiser Reed Exhibitions Italia, announcing that MCE Live+Digital would “blur the lines between the digital and the physical”, the event will offer multiple participation options.

The Milan Convention Centre will be the centre for a mini exhibition offering small stands and conferences in a safe environment. This will be supported by a virtual online platform offering virtual stands, company presentations and new integrated ways of meeting. According to the organiser this will create a seamless experience for visitors and exhibitors.


Described as the largest convention centre in Europe, the Milan Convention Centre offers 65 conference rooms and 50,000m2 of exhibition space. Following the Italian lockdown the Milan Convention Centre has been operational with some restrictions since July 1.

MCE 2020, originally scheduled to run from March 17-20, was eventually cancelled when even a rearranged date in September proved impossible under virus restrictions.

Describing MCE Live+Digital as a bridging event, Massimiliano Pierini said: “We have chosen this type of format to continue offering business opportunities to our entire value chain, the manufacturing and distribution industries and of course to a variety of qualified professionals who need to meet, confront and interact, even more in this new normality. 

“A hybrid format where the digital component has a crucial role in integrating and increasing meeting in-person, which remains and will always remain irreplaceable, socialisation, is intrinsic to human nature. Digital services will also accompany us in the future. For this reason, we have devised an appropriate support model for our exhibitors to explain different ways of communication available, so that they can be well prepared for the show and take advantage of this opportunity, which I hope will give a new impulse to the whole sector.”

The virtual platform of MCE Live+Digital will offer visitors a wide range of services, from meeting up with companies attending the event, access to webinars, conferences and seminars on-site – organised in collaboration with leading trade associations.

Further information here.

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