VITRUM 2019

International Trade Fair for machinery, equipment and sy-stems for flat and hollow glass, glass and finished products

for the industry

Fiera Milano, October 1st - 4th

FINAL REPORT

Vitrum 2019 in brief

• Date: October 1- 4, 2019

• Pavilions: 5 and 7 at Fiera Milano Rho

• Exhibitors: 267

• International: 143 (53.56%)

• Italian: 124 (46.44%)

• New Exhibitors: 45 (16.85%)

• Manufacturers: 199

• Distributors: 12

• Manufacturers and Distributors: 7

• Press: 33

• Associations: 16

• Net occupied surface area: 16,139 m2

• Corridor surface area: 17,130 m2

• Gross surface area: 33,269 m2

• Area occupied by international companies: 2,605 m2

• Area occupied by Italian companies: 13,534 m2

Degree of international participation:

• Exhibitors came from 25 Countries

• Visitors came from 85 Countries

• Registered visitors: 7,351

• Entrances over the 4 days of the Show: 11,816

• Indicative value of the machines exhibited: more than 15,600,000 euros

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Vitrum 2019: the main benefits for Exhibitors

• very economical m2 rates compared to the other leading glass industry trade shows

• on-line application: as usual, exhibitors were able to apply by completing an on-line form available from November 2018 with the help of a wizard that walked them through the various participation options

• free Exhibitor badges: Exhibitors were able to download, free of charge, and print from their devices the entrance badges reserved for them

• unlimited customer invitations Exhibitors had access to an unlimited number of invitations to email to their customers and contacts

• personalized Visitor registration link: a new promotional tool available to Exhibitors, enabling them to receive the lists of Visitors that registered using the links on their websites or in their emails and also to take part in the new “Invite and win” competition, with prizes for the Exhibitors involving the largest number of Industry professionals, divided into 5 different categories

• graphic banners to promote participation in the Show: were made available to Exhibitors to put on their websites and in their email signatures to highlight their participation

• turnkey solutions for new Exhibitors: new Exhibitors were able to choose from three highly cost-effective turnkey solutions to test the quality of Vitrum. After the positive feedback in 2017 on the two solutions previously offered, a third solution was added

• discount on additional m2 over those occupied in 2017: returning Exhibitors who participated in Vitrum 2017 were given a 25% discount on the purchase of additional m2

• free click and surf Wi-Fi in the pavilions

• 1 free parking place for each exhibiting company

• 1 free copy of the print catalog for each Exhibitor

• basic stand cleaning and electric supply included

• special hotel rates specially created for Exhibitors and Outfitters

• visa invitation letters: interested companies were able to request invitation letters for the issuance of visas

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What’s new in the 2019 edition

• Vitrum Specialized

• Vitrum Card

• “Invite and Win” competition

• New pavilion map

• New Vitrum Newsletter

• “Glass Art, Culture & Design” Area

• Partner Businesses Area

• Agents and Representatives Area

• Business Speed Date for industry professionals

• Vitrum Party

• Meeting Area

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The Services

Vitrum Specialized (new)

One of the most important new features of Vitrum 2019 was Vitrum Specialized: the 12 specialization logos of glass sector Exhibitors, identifying the production of each Manufacturer.

In the months leading up to the Show, this tool was widely publicized, so as to convey as efficiently as possible the communications relative to the 12 different categories.

Each Specialized logo was also included in the Company profiles for the print catalog and 12 pavilion maps were specially produced and distributed at the Show.

Corresponding captions were also added to the profiles in the on-line catalog and the newsletters were divided according to the interests of the recipients, who were able to personalize their profile.

This is the list of Vitrum Specialized and the relative number of Companies which selected each category:

Flat Glass: 191

Hollow Glass: 49

Fenestration: 49

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Each Company was also able to update the Vitrum website section for the Specialized category it belonged to with news and articles. In all, 29 newsletters were published, divided as follows:

• Flat Glass: 22

• Hollow Glass: 1

• Automotive: 2

• Software & Control: 4

The Vitrum Specialized categories enabled Visitors to plan their visit to the Show fol-lowing the themed pathways of most interest.

Solar: 36

Automotive: 61

Printing & Coating: 37

Environment: 16

Testing: 18

Research: 8

Software & Control: 32

Associations: 16

International Press: 20

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Exhibition pavilions

For the 2019 edition, once again pavilions 5 and 7 at Fiera Milano Rho were the chosen venue for Vitrum: the location continues to be popular with Exhibitors and Visitors given its vicinity to the South Gate, central to the Show grounds, and the easy access to the Metro and the Fiera Milano Business Center.

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Promotional materials

Following the positive feedback received in 2017 and in order to present all the opportunities provided by Vitrum in a simple but effective manner, a promotional brochure was created with on-line access, used in a printed version for direct marketing purposes with prospects.

The digital version is available at https://www.vitrum-milano.com/website/wp-content/uploads/2018/10/PresentazioneServiziVitrum-2019_EN.pdf

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New feature: to complete the brochure, a price list has also been prepared, summarizing all the services, free or payable, and the relative costs.

Vitrum Card In addition to the conventional promotional material, a card was also created, easy to distribute especially at Industry Shows, to be used as a memo for the Vitrum event dates.

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Welcome Kit

During the show, all Exhibitors were able to pick up from the Secretariat a Welcome kit consisting of a copy of the Official Catalog, a copy of the new pavilion map and a welcome fact sheet containing useful information about the Show.

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Promotional activities

In order to provide Exhibitors with detailed information about the Show’s new format and the promotional options available to them, Vitrum representatives made in-person visits to the key customers.

Direct promotional phone calls were also made to all the Exhibitors who participated in the 2013, 2015 and 2017 editions.

An initial, informative email was sent out to 1,669 contacts on September 10 2018 outlining the innovations planned for Vitrum 2019. More than 200 targeted phone calls were made as a follow-up to the email.

A second, more complete and detailed email went out on November 15 that contained links to the marketing presentation and online application form, and a third mail was arranged for February 4. This was followed by phone calls to those who had not provided any feedback or a definite response.

As mentioned, as a follow-up to the first promotional email, targeted marketing phone calls were made to the prospects, based on the type of prospect. Specifically:

• for the new prospects:

• the opportunities available to new Exhibitors, like the turnkey options for 12 and 24m2 stands were highlighted and the 36 m2 option was added. It was emphasized how Vitrum, after listening to the needs of all the Exhibitors, had included various services in the square meter cost; specifically, a parking space, wi-fi connection and the eContact app (designed to gather Visitor data) and free cleaning and electricity. Last, but not least, information was provided about the services available to Exhibitors to promote their participation in Vitrum.

• for returning Vitrum 2017 Exhibitors:

• Information was also provided about the 25% discount applied to square meters above and beyond those purchased for the previous edition. All the services were also highlighted: centrally-located pavilions with easier access, the new series of seminars, parking space included in the cost of participation,

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free wi-fi connection and the eContact app available free to all Exhibitors, the new Vitrum Specialized feature.

 

A total of 10 meetings also took place - either at the Vitrum or company offices - for direct promotion.

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New products and services for Exhibitors

Vitrum 2019 offered a vast range of innovations for Exhibitors, even in terms of services and economic incentives.

Discount on additional square meters

Exhibitors who participated in Vitrum 2017 were accorded a 25% discount off the cost of additional m2 acquired for the 2019 edition.

The response to this initiative was impressive; 59 exhibiting companies purchased an additional 2,084 m2, compared to the previous edition of the Show.

“Turnkey” stands for new Exhibitors

Once again, several turnkey options were offered to promote the participation of new Exhibitors. These included extremely favorable terms for the space, insurance, application and stand set-up.

Access to these special terms was limited to companies that had never exhibited at Vitrum, or, at least not in the last 2 editions of the Show. Given the interest shown in the 2017 edition it was decided to add a further option for a total of three proposed solutions, one of 12m2, one of 24m2 and one of 36m2.

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The proposals involved the occupation of 204 m2 and were respectively chosen by:

• 12 m2: 12 Exhibitors

• 24 m2: 3 Exhibitors

• 36 m2 (new): 2 Exhibitors

The Exhibitors who took advantage of the offer were:

• Italian: 5

• International: 12

Customized Visitor registration link

Thanks to our partnership with Fiera Milano, this year too, Exhibitors were able to use a key promotional tool for monitoring the results of their communication campaigns, like the possibility to personalize the Visitor registration links.

The participating companies that used the personalized URL were able to receive, during the Show and upon its closing, a report containing the data about the Visitors who used the personalized link to complete their registration.

• Number of Exhibitors who used the service: 68

• Italian Exhibitors 54

• International Exhibitors: 14

• Number of Visitors who registered with any one of the personalized links 2,202

• Average no. of registrations per Exhibitor: 33

• Highest number of registrations per Exhibitor: 299

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Two graphic banners were also made available to promote participation in the Show, to be positioned on websites or in the email signature space.

“Invite and Win” competition For the 2019 edition the “Invite and Win “competition was also launched, in which all the Companies requesting a personalized link automatically took part in and which, on October 4 rewarded the Companies involving the greatest number of Visitors, divided into 5 different categories.

• Absolute winner: Bavelloni SpA - 299 registrations

• Big stand category winner: Intermac - Biesse SpA - 231 registrations

• Medium stand category winner: Tecno Glass Srl - 148 registrations

• Small stand category winner: Tecno Glass Srl - 39 registrations

• Co-exhibitor category winner: B Solution Srl - 43 registrations

All winners were awarded a glass plaque and sent a banner certifying their victory by email to be used in digital communications and in signature spaces.

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Free parking space

Exhibiting companies were offered a free parking space in the parking lots adjacent to pavilions 5 and 7, given the positive feedback of the previous edition.

The value of the free parking, valid for the entire duration of Vitrum, was 61.60 euros.

E-Contact App

For the second edition in a row, all Exhibitors were given free access to the eContact app that allowed them to acquire Visitor data by scanning the QR codes on their passes.

The app could be downloaded from the Fiera Milano e-service portal in two versions:

• e-contact Mobile: downloaded 109 times (for use with smartphone)

• e-contact Pocket: purchased 4 times (requires the use of a dedicated device)

Vitrum 2019 App

The Fiera app, in an Android and iOS compatible version, was also provided to Visitors and Exhibitors for Vitrum 2019.

The app made it possible to:

• find all the necessary information for a visit to the Show (hours, services, directions, and much more)

• search Exhibitors by company name, product type or Specialized category, and locate them in the pavilions using the interactive map

• explore all the scheduled events and save those of interest in a diary

• create a personalized diary of the visit with photos, business card, notes, events and Exhibitors of interest.

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The app was available for download from these links:

• iOS: https://apps.apple.com/us/app/vitrum/id1283036626?l=it&ls=1

• Android:

https://play.google.com/store/apps/details?id=it.crisma.mobile.vitrum&hl=it

The app was downloaded:

• iOS version: 147 times

• Android version: 120 times

Digital Area

Two Digital Areas were created for Vitrum 2019 (the first located at the entrance to Pavilion 7, stand A13-B14, the second at the end of Pavilion 5 stand V01 Z10) both equipped with charging stations for mobile devices and provided with comfortable seating.

In both areas a backdrop was provided for selfies personalized with the Show’s official #Vitrum2019 hashtag

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Easy Service Totems

This year too, there were two service totems for use by Exhibitors; one at the entrance to the exhibition pavilions and the other outside Customer Service.

The totems made it easy for Companies to carry out administrative functions, check on payment status and make payments with credit cards through optical recognition of their badge.

The totems were especially popular with the Exhibitors because users of this service did not have to go to the Fiera Milano Administration Offices (located in the Business Center, and therefore outside the exhibition pavilions) to pay their bills and meant they could independently monitor their administrative and account status.

Touch Totems

Two Touch Totems were placed at the entrances to Pavilions 5 and 7, one for each pavilion, allowing visitors to search for information that was also available on the Vitrum app.

Using the Totems, Visitors could quickly find the location of the Exhibitors they wanted to visit, without having to download the Show app.

The print catalog

For 2019 it was decided to repeat the same format used in 2017, given the positive feedback received.

Some new elements were however added to the existing format; for example, Companies were given the option to add their logo to the entry in the Catalog. In addition, each Exhibitor entry included the logos of the chosen Vitrum Specialized categories.

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Exhibitors were able to purchase advertising space in the catalog and space on the bookmark that is distributed on a rotation basis with each copy of the catalog and, for the first time, as mentioned above, the company logo to complete the entry.

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The on-line catalog

As in 2017, this year too, the online version of the catalog was provided and will remain available on-line until the next edition of Vitrum at http://www.expopage.net/portal/tradeshow.do?TS_ID=89.

From when the catalog was put online until the end of the Show 14,286 pages were visited by a total of 3,957 users.

All Exhibitors were provided with a standard listing, which included the company name and contact information, products, a brief company bio, stand location and two photos.

Companies also had the option of purchasing the Premium Package, with an upgrade of the standard listing by the addition of the company logo and three more photos.

Pavilion Map (new)

Given the success of the pavilion map, distributed free of charge to all Visitors, for 2019 it was decided to use this tool more thoroughly, by adding a specific map for each Vitrum Specialized category.

The map allowed Visitors to more effectively plan their visit and the Specialized maps added to this function, making it possible to plan a route based on the areas of greater business interest.

Exhibitors were able to add the company logo on their stand shown in the conventional map of Pavilions 5 and 7. They were also able to choose and purchase ear space and/or promotional banners inserted in the Specialized maps.

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Visas

As for past Editions, for Vitrum 2019 the organizing Secretariat provided its service of sending out invitation letters for Visa requests.

Specifically, 25 letters were sent for Visitors and 116 for Exhibitors.

Vitrum is social!

For the 2019 edition, attention was focused on consolidating and strengthening the involvement of Industry professionals through Vitrum’s various social media channels by launching the message “Vitrum is social!” and the official hashtag #Vitrum2019

Below are the URLs for the various Vitrum social profiles:

• Facebook: https://www.facebook.com/VitrumMilano/

• Twitter: https://twitter.com/VitrumMilano

• LinkedIn: https://it.linkedin.com/company/vitrum-srl

• Youtube: https://www.youtube.com/channel/UC--VlENCFiGMMqTZ-LVLjSg

Users were able to share content on various channels -including Instagram - using both the official hashtag and the general #Vitrum tag both before, during and after the Show.

New Vitrum Newsletter

For the 2019 edition a revamped newsletter was offered; remaining focused on contents related to participation in the Show and Vitrum parallel events but with bigger pictures and clearer texts, it presented itself as a more intuitive and catchy promotional tool than the previous version.

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It also provided an opportunity to bring the mailing list into line with the new GDPR regulations. The new software allows users to easily subscribe or unsubscribe on their own as well as to change their profiles.

The response, in terms of views and clicks on the links, was extremely gratifying for all the editions sent out.

• First Newsletter (December 5, 2018)

• Total sent: 14,244

• Views: 2,932

• Clicks: 156

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2018/12/vitrum_newsletter01_it.pdf

• Sent: 3,426

• Views: 739

• Clicks: 50

• English edition https://www.vitrum-milano.com/website/wp-content/uploads/2018/12/vitrum_newsletter01_en.pdf

• Sent: 10,818

• Views: 2,193

• Clicks: 106

• Second Newsletter (April 1, 2019)

• Total sent: 13,960

• Views: 2,567

• Clicks: 162

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/04/vitrum_newsletter2_it.pdf

• Sent: 3,380

• Views: 655

• Clicks: 50

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• English edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/04/vitrum_newsletter2_en.pdf

• Sent: 10,580

• Views: 1,912

• Clicks: 112

• Third newsletter (July 16, 2019)

• Total sent: 13,790

• Views: 2,518

• Clicks: 324

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/07/vitrum_newsletter_03_it.pdf

• Sent: 3,351

• Views: 672

• Clicks: 118

• English edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/07/vitrum_newsletter_03_en.pdf

• Sent: 10,439

• Views: 1,846

• Clicks: 206

• Fourth newsletter (July 30, 2019)

• Total sent: 12,413

• Views: 2,439

• Clicks: 241

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/07/vitrum_newsletter_04_it.pdf

• Sent: 2,907

• Views: 545

• Clicks: 70

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• English edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/07/vitrum_newsletter_04_en.pdf

• Sent: 9,506

• Views: 1,894

• Clicks: 171

• Fifth newsletter (September 10, 2019)

• Total sent: 12,611

• Views: 2,292

• Clicks: 330

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/09/vitrum_newsletter_05_it.pdf

• Sent: 2,949

• Views: 581

• Clicks: 115

• English editionhttps://www.vitrum-milano.com/website/wp-content/uploads/2019/09/vitrum_newsletter_05_en.pdf

• Sent: 9,662

• Views: 1,711

• Clicks: 215

• Sixth newsletter (September 24, 2019)

• Total sent: 12,394

• Views: 1,989

• Clicks: 232

• Italian edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/09/vitrum_newsletter_06_it-compresso.pdf

• Sent: 2,909

• Views: 501

• Clicks: 82

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• English edition https://www.vitrum-milano.com/website/wp-content/uploads/2019/09/vitrum_newsletter_06_en.pdf

• Sent: 9,485

• Views: 1,488

• Clicks: 150

A number of issues for Exhibitors only were also arranged, for a total of 3 Special Exhibitor Newsletters sent in May, July and September, just before Vitrum opened.

Facebook Ad Campaign

As in the previous edition, ad campaigns on Facebook were used. This time too, we chose to invest modestly to test the actual efficacy of the tool, achieving good results in terms of number of views.

Seminars campaign

• Italian version

People reached 16,842

Clicks: 132

• English version

People reached 22,442

Clicks: 178

As a positive side effect, over the last six months the ad campaign produced a significant increase in followers of the various Vitrum profiles, thanks to strategic cross-linking on the various platforms.

• Facebook: +40.02%

• Twitter: +11.51%

• LinkedIn: +134.88%

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Promotional posts by Exhibitors on Vitrum Social Media

As in 2017, for Vitrum 2019 Exhibitors were given the option to promote their presence at Vitrum on the official Show profiles on Facebook and Twitter.

The interest in this promotional tool was confirmed: in fact, 14 companies participated, as in 2017, for a total of 36 posts on Facebook and 36 tweets.

The results, in terms of views and interaction, were gratifying:

• Facebook:

• Average number of people reached: 319

• Maximum number of people reached by a single post: 967

• Twitter:

• Average number of views: 438

• Maximum number of views of a tweet: 1,788

Vitrum Channel

Thanks to the support of ITA (Italian Trade Agency), this year too we opted to broadcast a video on the “Vitrum Channel” for each day of the Show - at the close. These videos were published on Facebook as well as on YouTube to reach as many people as possible.

Day 1 https://www.youtube.com/watch?v=8Y-f4okrJgw

• Facebook

• People reached: 1,915

• Interactions: 296

• Views: 862

• Youtube

• Views: 126

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Day 2 https://www.youtube.com/watch?v=HDzQfCILMCA

• Facebook

• People reached: 1,852

• Interactions: 314

• Views: 722

• Youtube

• Views: 68

Day 3 https://www.youtube.com/watch?v=QKcXFeDpOrU

• Facebook

• People reached: 1,779

• Interactions: 241

• Views: 684

• Youtube

• Views: 57

Day 4 https://www.youtube.com/watch?v=4U9662zz5e8

• Facebook

• People reached: 552

• Interactions: 164

• Views: 261

• Youtube

• Views: 75

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“Glass Art, Culture & Design” Area In the Cultural Area at the entrance to Pavilion 7, stand A21 - B30, Vitrum 2019 decided to celebrate Venice and Murano, renowned symbols of Italian excellence in glass working.

Part of the Area hosted an exhibition of pieces, not just in glass, tracing the history of working this material with endless facets, starting from classical production up to modern, design objects.

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On display

Freak Andò

A world-famous antiques and twentieth century brand, founded in 1987 by Maurizio Marzadori. Today this brand provides material for exhibitions, collections and installations, but it is also sought after by directors, set designers and photographers who wish to create evocative scenic designs for their work.

The Glass Cathedral, Santa Chiara

One of the oldest structures in Murano, it was once home to the Franciscan nuns of Santa Chiara, from whom it takes its name. Reopened to the public in 2016 after restoration, today it contains an active glass-making furnace and is open to host private events, corporate events or any other initiative in its majestic halls.

Silvia Finiels

Originally from Paris, she arrived in Venice in 1987. She has collaborated with artists such as Giorgio Mion, John Picard and the Moretti brothers. In her atelier/gallery located in Murano, the highlight is undoubtedly her exclusive lamp-sculptures, out and out works of art, as well as pearls, necklaces and collectible glass.

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Antonia Trevisan

Working partly in Vicenza and partly in Venice, the uniqueness of her work lies in the use of colored blown glass sheets, assembled with glue and inserted between break-proof glass panels, creating prestigious artistic windows. She distributes her works through her brand “Antonia Trevisan idee colore” in Veneto as well as in Lombardy.

Moretti sisters

The concept of “glass silk” is an idea of the sisters, Giovanna, Carlotta and Orsola Moretti, who inherited the passion for glass from their father Vincenzo, murrine glass artist. His works are still preserved and esteemed today in several museums and collections around the world. The three sisters wanted to transfer to silk the magical effects of lights and colors so often seen in their father's works.

Lucia Santini

For Lucia Santini too, glass has been a family tradition for 600 years: having learned the art of painting from her mother and grandmother, she began her career in a Murano workshop. Her works then reached overseas and are exhibited at the Litvak Gallery in Tel Aviv, the Habatat Gallery in Florida and the CFM Gallery in New York.

Alessia Fuga

Using the traditional beadmaking technique, Alessia Fuga specializes in the creation of extremely unusual and precious glass beads, in limited series. Her works are now known and esteemed by collectors and experts of pearls from all over the world.

Marisa Convento

Marisa Convento brought back to life the ancient craft of "bead-stringing”, widespread in Venice between ’800 and ‘900, which is based on traditional weaving techniques to create jewelry, decorations, and brooches. She is credited for reviving this ancient art in Venice, and has dedicated her works called "Venetian Dreams” to all women.

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Fulvia Notari

From a background in Architecture, she had the honor of studying under great international design names such as Achille Castiglioni, Tomaso Maldonado and Arturo Dell 'Acqua Bellavitis. Her meeting with the architect Alessandro Lenarda, who designed objects for the glass house, opened the doors to a new world: today she too creates ornaments made of Murano glass, with modern and attractive lines.

Live demonstrations of the various techniques for the artistic processing of glass were held daily in the area called the Artisans Area during the days of the Show.

• October 1st: Lucia Santini, glass decorator

• October 2nd: Alessia Fuga, bead-maker

• October 3rd: Marisa Convento, bead-stringer

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On October 4th instead, the Glass Tourism project aimed at students, collectors, glass artists and all glass lovers was held in the Area so as to familiarize the public not just with Murano but with all the other “glass cities” scattered around Italy which precisely because put in the shade by the fame of Venice and Murano are still unknown to most.

The brochure presenting the event was distributed in print form during the Show and can be viewed on-line at https://www.vitrum-milano.com/website/wp-content/uploads/2019/09/Depliant-Cultura.pdf

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Partner Businesses Area (new)

For Vitrum 2019, it was proposed that companies that had an agreement with the Gimav Association be present in a dedicated area with an information desk set up totally free of charge, in Pavilion 7, booth V17. In addition to the presence of a Gimav desk, 2 companies took this opportunity: LR Lex Associate Lawyers and Sercons.

Agents and Representatives Area (new) Vitrum 2019 saw for the first time the presence of an Agents and Representatives Area, a direct tool to encourage the creation of new business networks. In this area located at the entrance of Pavilion 7 (stand B01 - B09), Agents, Representatives and Manufacturers of the world of glass were able to leave their details for recording in a special database then made available to interested Exhibitors for consultation, and offer a perfect occasion for supply to meet demand. In addition to the database, the stand was provided with writable walls, in order to make the instrument even more dynamic.

In the months preceding the show, a major promotion campaign was launched, for example at China Glass 2019 involving Italians, and non-Italians, present at the show in a kind of photo-booth with an ad-hoc advertising poster. In addition, a number of specific leaflets was prepared to further spread the message.

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Lounge Area

Following the model of the 2017 Chill-out Area, Vitrum 2019 also chose to create a Lounge Area, located at the end of Pavilion 7, booth V01 - Z10, reserved for VIP Pass holders. The exclusivity and confidentiality of the space made it ideal to discuss business away from the Show Visitors or simply to indulge in a moment of relaxation.

The area included comfortable seating, a bar with an open buffet always available, and two freely available computers connected to the Internet.

Unlike previous editions, the secretariat was also located in the Lounge.

Press Corner

The Press Corner, inaugurated in the 2017 edition, was located in Pavilion 7, stand V13, near the Lounge Area: once again it was the official meeting point for the journalists present at the Show, in addition to being attended by photographers and camera men.

The hosted-buyer initiative for International Industry Professionals

Thanks to the extraordinary support of ITA and the involvement of Gimav, it was possible to select a substantial group of 75 Industry professionals from 18 countries.

The countries involved were:

• Algeria: 7

• Saudi Arabia: 3

• Argentina: 4

• Belarus: 2

• Canada: 2

• Colombia: 8

• Egypt: 3

• United Arab Emirates: 3

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• Japan: 4

• Iran: 6

• Israel: 3

• Kazakhstan: 6

• Morocco: 3

• Mexico: 7

• Pakistan: 4

• Russia: 5

• United States: 1

• Uzbekistan: 4

The delegates were hosted from September 30 to October 2 if they came from countries within short--medium range by air, and from September 30 to October 3 if they were from countries further afield.

Thanks to an appointment management software used by ITA, it was possible to plan the delegates’ meetings with Italian Exhibitors.

A total of 327 appointments were arranged between the 28 Italian Exhibitors who participated in the initiative and the 75 invited professionals, for an average of 12 appointments per Company.

In order to better manage the meetings, it was decided to limit the number per Company so as to ensure a better result than in the previous edition. In addition, for the first time a Business Speed Date was organized in the morning on October 1 so as to give Industry Professionals and Companies the chance to get to know each other.

The delegates had access to the Institutional Lounge, located in pavilion 7 (stands V01- Z10), with an open buffet, an area for relaxation and an internet point with two PCs connected to the internet and charging stations for their personal devices.

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Official Vitrum Video

Thanks to support from ITA, again this year, throughout the Show, an official video was filmed that will be used to promote Vitrum at the leading international glass industry events.

The video will also be broadcast on the Vitrum social media channels to encourage participants to share their experience of the Show.

Free Wi-Fi

Again this year, Vitrum also made free Wi-Fi available to everyone throughout the exhibition area.

To gain immediate access to the service, it was necessary to choose click’n’surf authentication, which allowed mobile devices and PCs instant access to the internet.

Users expressed a general appreciation of the fact that the service was free and functional.

Vitrum Party (new) On the evening of October 2, the Vitrum Party took place at the Fiera Milano Business Center: under the evocative glass dome of Fuksas, the famous DJ Kay Rush got the evening going with her music in a relaxing and fun atmosphere for everyone.

Admission was for both Visitors and Exhibitors; and in the days before the Party and on the evening itself, vouchers were on sale for drinks (accompanied by an open buffet).

This event was preceded by an intense advertising campaign, carried out through emails, newsletters, leaflets distributed together with Vitrum's promotional material.

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Meeting Area (new) To meet the need for a place to carry out the parallel events planned during Vitrum, a Meeting Area was set up, located at the end of Pavilion 5, stand V21 - Z30 of the Show.

During the first day of the event, the area hosted the Business Speed Date between Italian companies and Incoming delegates, and was later used to host the seminar activities scheduled from October 2 to 4.

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Meetings and seminars

Opening press conference

Thanks to the partnership with ITA, an Opening press conference for Vitrum 2019 was held on the morning of October 1st.

The event was attended by:

• Dino Zandonella Necca, President of Vitrum

• Giovanni Rodia, Director of External Relations, ITA Agency

The press conference was attended by representatives of the Institutions, journalists from the glass industry trade journals and the General press, members of Vitrum's top management and delegates representing the associations of the world of glass.

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Seminar series

During Vitrum 2019, industry professionals and Visitors had the option of choosing from among a vast array of seminars intended for both the international visitors and some with a focus specific to the domestic market.

The Meeting Area, located in Pavilion 5, Stand V21 - Z30, was used to host all the seminar activities, and inside it a booth dedicated to simultaneous translation was prepared.

• “What’s hot in Glass Processing” -October 2nd

• “The evolution of international standards for glass processing machines”- October 3rd

• “Corporate compliance, with a focus on complex markets such as the USA. Present and future outlook in preventing liabilities related to the commercialization of industrial products”- October 3rd

• “The industrial world grappling with “virtual defenses”: Cybersecurity and Cybercrime: a growing market - October 4th

“What’s hot in glass processing” - October 2nd - Meeting Area

Building on the success achieved during the previous edition, Vitrum 2019 also hosted the Seminar for presentation by companies that had purchased the slot of the main technologies and innovative solutions to a wide audience of 35 Italian and international industry professionals.

The presentations were as follows:

• Cody Thomas (ADI Srl Glass Renu): “What’s Hot in Glass for 2020?”

• Matteo Traini (Biesse SpA Divisione Intermac)

• Nicola Favaro (Stazione Sperimentale del Vetro (Glass Research Center)): “SSV Analytical Service: an important tool to support production and innovation”

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Seminar “The evolution of international standards for glass processing machines”-October 3rd, Meeting Area

The meeting, held by Paolo Sorcelli, member of the Gimav Technical Committee, dealt with the evolution of international standards for glass processing machines.

As a result of globalization, Competent Authorities and National Regulatory Bodies are unable to keep pace with the speed at which Companies and markets are moving, issuing National Standards that at times differ from those existing in other countries.

The seminar highlighted efforts to promote standards at European (EN) or international (ISO) level capable of at least partially harmonizing legislation, involving as many nations as possible also thanks to the role of the International Glass Associations within the Community of Glass Associations supported by Vitrum.

Seminar “Corporate compliance, with a focus on complex markets such as the USA. Present and future outlook in preventing liabilities related to the commercialization of industrial products”- October 3rd, Meeting Area

The objective of the seminar was to provide practical suggestions to the internal operators of the Company, providing them with the tools for tackling business as well as possible, even in complex markets such as the USA and, specifically, to provide suggestions on company documentation and best practices suitable for preventing and/or better managing business risk.

The speakers at the Seminar were Mr. Giuseppe Francesco Bonacci and Mr. Edoardo Tosetto from LR Lex Avvocati Associati.

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Seminar “The industrial world grapples with ‘virtual defenses’ as the Cybersecurity market and Cybercrime continue to grow” - October 4th, Meeting Area The meeting, held by Mr. Gianluca Leotta of LR Lex Avvocati Associati, outlined the main features of CyberSecurity and CyberCrime with specific reference to Companies so as to give a clearer idea of the areas in which to intervene to prevent cyber-attacks, by examining the existence of operational tools to protect corporate information assets.

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Vitrum 2019 - Home of the Associations

Activities with the International Glass Industry Associations

For the 2019 edition Vitrum once again proposed itself as home of the Associations, reinforcing existing relationships and establishing new ones.

Third International Convention of Glass Industry Associations (Venice, July 10 - 11, 2019)

Following the 2017 and 2018 meetings in Murano, thanks again to the support of ITA, the Third International Convention of Glass Association was held, this time based in Venice, on July 10 and 11, 2019.

Each Association had a short slot to give a presentation on a desired theme, bringing to light ideas for other initiatives and moments of discussion over the course of the two days.

For the 4 Associations participating for the first time in the Convention (ACHIVAL, Chinese Ceramic Society, Bouwend Nederland, vakgroep Glas - GBO and Glass Society) this was also an opportunity to introduce their organization to the other member Associations.

The significant involvement of the trade press ensured a great deal of visibility in the glass industry trade journals in the following months, serving as a powerful driver of communications and increased visibility for Vitrum 2019.

Participants in the Venice Convention:

• 24 representatives from 17 Associations

• 14 technical journalists from 14 trade journals

The event confirmed itself as a cornerstone for the entire world of glass to compare and pursue common goals in a unique, confidential context, perfect for exchanging opinions and for mutual growth, such as:

• Setting up a sub-committee ISO TC 195 (Gimav)

• the project to establish an International Master Glazier Program managed by the Community (Glaas Inc.)

• 2022 application for UN Year of Glass (ICG)

• re-branding of the Community to make it financially autonomous (GGF).

All the Associations confirmed their interest in participating in Vitrum 2019, supporting the idea of once again scheduling a meeting during the show in order to lay the organizational foundations for carrying forward the macro-theme projects.

During Vitrum 2019, the individual associations promoting the macro-themes committed to presenting more information and organizational elements in this regard.

One of the most appreciated aspects of the Convention was the opportunity to gain a deeper understanding of the other associations working in the glass sector.

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The Community website https://www.communityofglassassociations.org/ has grown in importance as a crucial means for communication and information sharing, both internally among members and externally.

Thanks to the media coverage and word-of-mouth dissemination by the association representatives, in the months following the Convention, various requests for inclusion and access to the site were received.

Specifically, as of October 22, the number of authorized users increased, proof of the massive interest that has grown up around this initiative. The Community currently includes:

• 39 representatives from 29 Associations

• 17 technical journalists from 17 trade journals

The identifying logo of the activity remains unchanged.

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Vitrum 2019 - Associations

The 2019 edition saw Vitrum's role as the “Home of Associations” strengthened, again offering Associations participation in the Show at no cost, thanks to the financial support of ITA.

Specifically, 22 Associations from 17 countries attended the initiative, with the cost of travel and lodging covered by ITA and the option of participation via a stand outfitted at the expense of Vitrum, or through the institutional lounge.

The Associations present at Vitrum 2019:

• Abividro

• Abravidro

• ACHIVAL

• AIGMF (new)

• AIHV - Association Internationale pour l’Histoire du Verre

• AIHV - Comitato Nazionale Italiano

• ATIV

• Chinese Ceramic Society

• Finnish Association of Flat Glass

• GBO

• GGF - Glass Glazing Federation

• GLAAS Inc.

• Glass Society

• ICOM Glass

• International Commission on Glass (ICG)

• Iran Glass Association (new)

• NGA - GANA

• Polish Glass Manufacturers Federation (new)

• Slovak Glass Society

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• Steklosouz - National United Council of Glass Industry

• Union of Glass Companies

• WKO - Fachverband der Glasindustrie.

Meeting of Associations at Vitrum 2019

In order to follow up on the proposals that emerged from the Associations during the Third Convention of Glass Association in Venice and further investigate the topics of most interest to the category, a Meeting reserved for the representatives of the International Glass Associations was organized for the morning of October 2nd.

The agenda included four speakers from as many associations:

• Paolo Sorcelli (Gimav - Technical Commission)

• Reinhard Conradt, (ICG - International Commission on Glass)

• Patrick Gavaghan of Glaas Inc.

• James Lee (GGF)

The main topics brought to the attention of the participants were:

• Creation of an ISO TC 195 subcommittee for the creation of an international standard common to machinery for glass, stone and marble

• Development of the project: 2022 UN Year of Glass

• Creation of a CoGA International Master Glazier Program

• Rebranding and Community Renewal

The meeting was attended by 19 representatives of 18 associations.

Both during the Show and afterwards, extremely positive feedback was received as regards satisfaction with the topics emerging during the Meeting and the procedures for managing the work.

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Data analysis

Methodology

Unlike the 2015 and 2017 editions, the 2019 Vitrum took place in the absence of concurrent, complementary trade shows.

For this reason, it is possible to have a consistent comparison with the data of the last edition, as the target of the visitors this time was aligned with the glass industry.

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Surface area

This year, as with the 2015 and 2017 editions, Vitrum planned to occupy two pavilions at Fiera Milano.

The net area occupied was 16,139 m2, significantly larger compared to 2017 (14,564 square meters, +10.81%), of which:

• 13,534 m2 was occupied by Italian Exhibitors (83.85%)

• 2,605 m2 was occupied by International Exhibitors (16.14%)

The total gross area occupied was 33,269 m2.

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Italian ExhibitorsInternational Exhibitors

Exhibitors

The total number of Exhibitors at the Show was 267, of these, 143 foreign (53.56%), from 24 countries, and 124 Italian (46.44%).

25 Exhibitor countries of origin: Australia, Austria, Belgium, Brazil, China, Czech Re-public, Egypt, Finland, France, Germany, India, Iran, Israel, Italy, Latvia, Netherlands, Poland, Republic of San Marino, Romania, Russia, Spain, Taiwan, Turkey, United King-dom, United States.

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Italian Exhibitors International Exhibitors

Area occupied by country

International percentage of area

China 26,83%

Spain 19,04%

Germany 13,21%

Rep. San Marino 7,83%

Israel 5,99%

Finland 5,03%

United States 4,72%

United Kingdom 3,23%

Czech Republic 1,73%

Russia 1,69%

Belgium 1,61%

The Netherlands 1,50%

Romania 1,23%

Turkey 1,07%

Poland 0,92%

Austria 0,69%

Australia 0,46%

Brazil 0,46%

Egypt 0,46%

France 0,46%

India 0,46%

Iran 0,46%

Latvia 0,46%

Taiwan 0,46%

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Breakdown

Among Vitrum Exhibitors, there was a clear predominance of Manufacturers, a feature of the Show that makes it especially popular with glass industry professionals from around the world.

The breakdown for the overall 267 Exhibitors was as follows:

• Manufacturers: 206 (77.15%)

• Distributors: 12 (4.49%)

• Press: 33 (12.36%)

• Associations: 16 (5.99%)

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Manufacturers Distributors PressAssociations

Visitors

Vitrum 2019 Visitor Registration was made available online on July 2. As of this date, the total number of preregistered Visitors was 7,351, of whom:

• 2,793 international (37.99%)

• 4,558 Italian (62.01%).

Accesses through the turnstiles totaled 11,816, of which:

• 53.15% international industry professionals

• 46.85% Italian industry professionals.

The number of accesses remained almost unchanged compared to 2017, registering only a slight decrease of -2.2% (in 2017 there were 12,078).

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Data - hours of access by day

Thanks to the access registration system made available by Fiera Milano, it was possible to analyze the distribution of the visiting public over the 4 days and in different time periods.

Specifically, here is the daily percentage distribution of visits:

• October 1st: 21.35%

• October 2nd: 29.15%

• October 3rd: 28.88%

• October 4th: 20.62%

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Visitor profile by type of business

Analysis of the Visitor profiles based on the type of business indicated on their registration applications (which allowed multiple responses) shows a very high share of industry professionals and highlights the potential need of expanding the scope of the exhibition to sectors that, until now, have been under-represented.

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Glassworks: sales, installation 13.70

Retail glass and accessories 10.67

Other 8.22

Manufacture flat glass and mirrors 8.16

Wholesale glass and accessories 6.60

Agent - Representative 6.37

Manufacture flat glass machinery 5.95

Processed products for construction 5.47

Other 4.73

Processed products for home furnishing 4.68

Manufacture accessories, equipment, tools for flat glass 4.40

Processed products for the industry 4.37

Windows and doors - sales and installation 2.75

Manufacture accessories, equipment, tools for hollow glass 2.69

Chemical products, raw materials 2.23

Architect - Designer 1.76

Technical trade press 1.25

Manufacture hollow glass machinery 1.21

Manufacture hollow glass 1.09

Vacuum and coating technology 1.03

Manufacture molds for hollow glass 0.71

Renewable energy: products and systems 0.62

Glass recovery - Glass recycling 0.60

Organizations - Associations - Research labs 0.41

Travel agencies - Banks 0.18

ITA Offices - Embassies - Consulates 0.15

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Analysis of country of origin of international Visitors

Once again, Vitrum’s hard numbers proved its qualification as an international Show. Of the total number of attendees, 53.15% were international industry professionals and 46.85% Italian.

85 Visitor countries of origin: Albania, Algeria, Argentina, Australia, Austria, Azerbaijan, Belgium, Belarus, Bolivia, Bosnia and Herzegovina, Brazil, Bulgaria, Canada, Chile, China, Colombia, Croatia, Cyprus,, Czech Republic Denmark, Egypt, Estonia, Finland, France, French Guyana Germany, Georgia, Japan, Jordan, Greece, Holland, Hungary, Iceland, India, Iran, Iraq, Ireland, Israel, Italy, Kazakhstan, Kenya, Latvia, Lebanon, Libya, Lithuania, Luxembourg, Macedonia, Malta, Mexico, Moldavia, Montenegro, Morocco, New Zealand Nigeria, Norway, Pakistan, Palestine, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Republic of San Marino, Romania, Russia,, Saudi Arabia, Serbia, Syria, Slovakia, Slovenia, Spain, South Africa, South Korea, Switzerland, Taiwan, Thailand, Tunisia, Turkey, Turkmenistan, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uzbekistan, Vietnam.

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Visitors by Continent

Visitors at the 2019 edition of Vitrum were again predominantly from the European continent, with 64.53% of the total (not counting Italy). Asia followed (with 20.30%) and America (10.26%). Africa’s attendance remained constant (3.74%) compared to 2017 as did that of Australian and New Zealander (0.30%) industry professionals.

The top countries in terms of attendance were Russia (7.08% of total Visitors), Spain (5.81%), France (5.78%), Germany (5.43%), Greece (3.93%), and Turkey (3.55%).

The figures for Portugal with 3.80%, Romania with 3.64% and the United States with 3,07% were also significant.

Percentage

Europe 64,53Asia 20,30

America 10,26

Africa 3,74

Oceania 0,30

Not specified 0,87

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EuropaAsiaAmericaAfricaOceaniaNot specified

Detail by Continent

Europe

Percentage Italy Percentage World

Spain 9,00 5,81

France 8,96 5,78

Germany 8,41 5,43

Poland 7,44 4,80

Greece 6,10 3,93

Portugal 5,89 3,80

Romania 5,63 3,64

Switzerland 4,37 2,82

Ukraine 3,74 2,42

United Kingdom 3,66 2,36

Bulgaria 2,99 1,93

Austria 2,90 1,87

Croatia 2,86 1,85

The Netherlands 2,82 1,82

Slovenia 2,48 1,60

Finland 2,31 1,49

Albania 2,23 1,44

Slovakia 2,19 1,41

Serbia 2,06 1,33

Belgium 2,02 1,30

Belarus 1,47 0,95

Denmark 1,47 0,95

Lithuania 1,39 0,90

Hungary 1,30 0,84

Macedonia 1,14 0,73

Czech Republic 1,14 0,73

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Percentage Italy Percentage World

Spain 9,00 5,81

France 8,96 5,78

Germany 8,41 5,43

Poland 7,44 4,80

Greece 6,10 3,93

Portugal 5,89 3,80

Romania 5,63 3,64

Switzerland 4,37 2,82

Ukraine 3,74 2,42

United Kingdom 3,66 2,36

Bulgaria 2,99 1,93

Austria 2,90 1,87

Croatia 2,86 1,85

The Netherlands 2,82 1,82

Slovenia 2,48 1,60

Finland 2,31 1,49

Albania 2,23 1,44

Slovakia 2,19 1,41

Serbia 2,06 1,33

Belgium 2,02 1,30

Belarus 1,47 0,95

Denmark 1,47 0,95

Lithuania 1,39 0,90

Hungary 1,30 0,84

Macedonia 1,14 0,73

Czech Republic 1,14 0,73

Ireland 0,5 0,33

Latvia 0,5 0,33

Norway 0,5 0,33

Bosnia and Herzegovina

0,46 0,3

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America

Montenegro 0,42 0,27

Estonia 0,38 0,24

Iceland 0,38 0,24

Moldavia 0,38 0,24

Luxembourg 0,25 0,17

Malta 0,21 0,14

Republic of San Marino 0,04 0,03

Percentage America Percentage World

United States 29,89 3,07

Brazil 20,11 2,06

Mexico 12,70 1,30

Canada 10,31 1,06

Chile 8,47 0,87

Colombia 8,47 0,87

Argentina 5,03 0,52

Paraguay 3,17 0,33

Peru 1,59 0,17

French Guyana 0,26 0,03

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Asia

Percentage Asia Percentage World

Russia 34,89 7,08

Turkey 17,51 3,55

Japan 7,35 1,49

Iran 6,82 1,38

China 5,08 1,03

Cyprus 3,21 0,65

Kazakhstan 3,21 0,65

Lebanon 2,67 0,54

Israel 2,54 0,52

Saudi Arabia 2,27 0,46

United Arab Emirates 2,14 0,43

South Korea 1,74 0,35

Pakistan 1,34 0,27

Thailand 1,2 0,24

Uzbekistan 1,2 0,24

India 0,94 0,19

Palestine 0,94 0,19

Taiwan 0,94 0,19

Vietnam 0,8 0,16

Jordan 0,67 0,14

Turkmenistan 0,67 0,14

Iraq 0,4 0,08

Syria 0,4 0,08

Azerbaijan 0,27 0,06

Philippines 0,27 0,05

Georgia 0,27 0,05

Qatar 0,26 0,05

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Africa

Oceania

Percentage Africa Percentage World

Algeria 44,20 1,66

Egypt 21,74 0,81

Libya 10,14 0,38

Tunisia 9,42 0,35

Morocco 7,25 0,27

Nigeria 2,90 0,11

South Africa 2,90 0,11

Kenya 1,45 0,06

Percentage Oceania Percentage World

Australia 72,73 0,22

New Zealand 27,27 0,08

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Visitors from Italy

As in past years, at Vitrum, - among Italian Visitors - there was a predominance of Visitors from Northern Italy (74.01% share of total entrances). Followed by Central Italy (13.58%) and Southern Italy and the Islands (12.10%).

Detail by Region

In more detail, 41.63% of Italian visitors were from Lombardy followed by Veneto (10.41%), Piedmont (9.51%), Emilia Romagna (8-50%), Tuscany (5.17%), Campania (3.94%), Marche (3.33%), Puglia (2.86%), Sicily (2.83%), Lazio (2.25%) and Trentino Alto Adige (1.54%).

North

Percentage Italy

Lombardy 41,63

Veneto 10,41

Piedmont 9,51

Emilia Romagna 8,50

Trentino Alto Adige 1,54

Friuli Venezia Giulia 1,35

Liguria 1,02

Valle d’Aosta 0,06

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NorthCenterSouth and Islands

Center

South and Islands

A small percentage (0.31%) of Italian Visitors did not indicate their Region.

Percentage Italy

Tuscany 5,17

Marche 3,33

Lazio 2,25

Abruzzo 1,42

Umbria 1,23

Molise 0,18

Percentage Italy

Campania 3,94

Puglia 2,86

Sicily 2,83

Calabria 1,02

Sardinia 0,89

Basilicata 0,55

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Takeaways At the 221st Vitrum edition, the Italian trade show dedicated to machinery, equipment and special products for flat and hollow glass processing, held at Fiera Milano Rho from October 1st to 4th, 267 Exhibitors from 25 different countries took part, with a total number of Visitors of 11,816 over the four days, from 85 countries around the world.

“Vitrum 2019 was extremely successful in contrast to previous editions: in fact, while 2017 marked year zero of the new course, this year numbers were positive again, with almost +11% of exhibition space occupied and more than 15,500,000 euros of machinery exhibited by Companies, said the President of Vitrum, Dino Zandonella Necca, referring to the 16,139 square meters of net surface area occupied this year. “Added to these figures was the radical change in the type of visitors, appreciated by most of the exhibiting companies for their professionalism and technical specialization: with more than 6,000 registered and almost 12,000 accesses, Vitrum has definitely positioned itself among the world's largest trade shows specializing in glass machinery”.

There were several new developments at Vitrum 2019 compared to the previous edition: one of the main ones, the 12 Vitrum Specialized categories in the world of glass enabled Visitors to better organize their visit to the Show according to their business interests.

Other additions were the promotional cards, a new map of the pavilions, a newsletter in a renewed format, while the “Invite and Win" competition and the Vitrum Party also made their debut in this edition.

With regard to Vitrum spaces, along with the traditional areas, the new Cultural Area “Glass Art, Culture & Design”, the Partner Companies Area, the Agents and Representatives Area and the Meeting Area, which hosted the scheduled seminars, and the Business Speed Date of the International Glass Industry professionals were introduced.

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Hosted-buyer activities were at the heart of Vitrum 2019, as also emphasized by the President, Dino Zandonella Necca: “A key role in achieving these numbers was played by the Incoming activities of International Industry professionals organized in collaboration with ITA Agency and Gimav, which gave 75 Top Buyers from 18 countries the opportunity to visit the Show and take part in a total of 327 appointments at the stands of Italian companies. In addition, thanks again to the synergy with ITA Agency, collaboration with the International Glass Associations was strengthened; 22 from 17 countries which contributed greatly to the international flavor and quality of the Visitors; Russia taking first place with 7.08% of Visitors of the total number registered ".

As with the previous edition, the international flavor of the event was confirmed: in fact 53.56% of Exhibitors and 53.25% of Visitors were from abroad. One interesting fact was the predominance of manufacturers among the Exhibitors: 206 took part in this edition, accounting for 77.15% of the total Exhibitors.

The event also reconfirmed the partnership between Vitrum, the Associations and the trade journals of the world of glass, already strengthened during the Second and Third International Convention of Associations, which took place respectively in Murano in June 2018 and in Venice in July 2019.

The overall result for Vitrum 2019 was therefore positive, which, compared to the satisfactory but fairly constant figures of the previous edition, saw higher quality Exhibitors and an increasing professionalism with regard to Visitors: elements that reconfirm Vitrum as a high-level and prestigious event, a must-attend event for all types of professionals operating in the glass industry.

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Table of contents

Page

Vitrum in brief 3

Vitrum 2019: main benefits for Exhibitors 4

What’s new in the 2019 edition 5

The Services

Vitrum Specialized (new) 9

Exhibition pavilions 11

Promotional materials 12

Vitrum Card 13

Welcome Kit 14

Promotional activities 15

New products and services for Exhibitors 17

Discount on additional m2 17

“Turnkey” stands for new Exhibitors 17

Customized Visitor registration link 18

“Invite and Win” competition 19

Free parking place 20

E-Contact App 20

Vitrum 2019 App 20

Digital Area 21

Easy Service Totems 22

Touch Totems 22

The print catalog 22

The on-line catalog 24

Pavilion Map (new) 24

Visas 26

Vitrum is social! 26

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New Vitrum Newsletter 26

Facebook Ad Campaign 30

Promotional posts by Exhibitors on Vitrum Social Media 31

Vitrum Channel 31

“Glass Art, Culture & Design” Area 33

Partner Businesses Area (new) 38

Agents and Representatives Area (new) 38

Lounge Area 39

Press Corner 39

The hosted-buyer initiative for International Industry Professionals 39

Official Vitrum Video 41

Free Wi-Fi 41

Vitrum Party (new) 41

Meeting Area (new) 43

Meetings and seminar series

Opening press conference 47

Seminar series 48

“What’s hot in Glass Processing” Seminar 48

Seminar “The evolution of international standards for glass processing machines”” 49

Seminar “Corporate compliance, with a focus on complex markets such as the USA. Present and future outlook in preventing liabilities related to the commercialization of industrial products”

49

Seminar ““The industrial world grapples with ‘virtual defenses’ as the Cybersecurity market and Cybercrime continue to grow 50

Vitrum 2017 - Home of the Associations

Activities with the International Glass Industry Associations 53

Third International Convention of Glass Industry Associations 53

Vitrum 2019 - Associations 56

Meeting of Associations at Vitrum 2019 57

Data analysis

Methodology 61

� 87

Surface area 62

Exhibitors 63

Area occupied by country 64

Composition 66

Visitors 67

Data - hours of access by day 68

Hourly entries through the turnstiles 69

Visitor profile by type of business 70

Analysis of country of origin of international Visitors 72

Visitors by Continent 73

Detail by Continent 74

Visitors from Italy 79

Detail by Region 79

Takeaways 82

� 88