IEG Unveils the New Look of VICENZAORO

A total amount of  investment of 61 million euros, distributed in three phases of the project’s application. A new plan that shows 26,000 gross square meters (the implementation will be 4,400 net square meters). An outdoor theater scenery flat, conceived by a series of bright metal sheets that reflect light. 

VICENZAORO is the broadened European business hub, with the Middle East included, as the main jewelry and gold benchmark for the market. A revamped exhibition center has revisited the exhibition layout, focusing on its strong convention capacities. Because of this, it continues to support and strengthen the development and growth of both the local gold and jewelry industry and its Italian identity. Just two days after the contract with Volkwin Marg, a partner of Hamburg’s GMP (which signed the renovation of OroArezzo and the exhibition center in Rimini) was signed, the Italian Exhibition Group revealed its new renovation and expansion project for the Vicenza-based location of the group. The beloved, old and iconic pyramid, or as it is affectionately known, the ‘snail,’ the Dantesque soul of Hall 2 will be demolished.

The new plan shows 26,000 gross square meters (the implementation will be 4,400 net square meters), with area redistribution to guarantee business continuity. The new hall will develop over two levels instead five, and will allow IEG to host many different events, increasing its portfolio. What ‘style’ is the new design? We asked architect Clemens F. Kusch, a partner for Italy at GMP Von Gerkan, Marg & Partner in Hamburg who we met with in Vicenza. «An outdoor theater scenery flat, conceived by a series of bright metal sheets that reflect light. This will be the main structural ‘idea’ that will give a precious touch to the new setting. As for the rest, the floors will be in reinforced concrete and the former ‘snail’ will feature steel and natural light for the new area, with neutral colors and tones so it won’t seem like the fair has changed that much and so that the exhibitors will have the ability to distinguish themselves. Because for good architecture, you need a good architect and a good client and the fair is not just a ‘container.’ To be competitive, you have to offer more: quality work, services, logistics and accessibility, with structural work that guarantees the necessary service interaction with a modern fair. And then you have to respect the timing and quality.»

This development goal aims for a modern layout, to show the good things that are happening and an expansion that «will grow the cultural role of VICENZAORO,» confirms the new CEO Ugo Ravanelli: «International fairs are following a macro-area development strategy, creating projects on buyers that participate in this new ‘intercontinental’ flow.» The investment? 61 million euros is the total amount, distributed in three phases of the project’s application. «The first phase is the most urgent and needs 24 months,» explains President Lorenzo Cagnoni. «It will require 33 million euros and will begin with the demolition of the existing ‘snail’ structure, which will be replaced with a two-floor structure. Then the area will get a ‘facelift,’ which we think will cost around 7 million, and finally the third phase will include the demolition of Hall 3 in favor of a multi-floor building with a high-speed train stop. This last phase will run about 19-21 million euros. We won’t skimp on finding the best temporary solutions so the events can go on regularly during the work. IEG wants to go beyond the confines of Rimini to open new dialogues with perhaps Verona, Bologna and even Milan. There are no politics involved.» To sum up, there is a lot of energy and many new developments. The numbers are big and positive, and the hope is that the infrastructure will grow at the same pace.