Lorenzo Cagnoni: Vicenzaoro, the Perfect Match

The acquisition of the Arezzo trade fairs, the debut of VO Vintage and an ever stronger T.Gold. We spoke about these topics with Lorenzo Cagnoni, President of IEG Italian Exhibition Group


With the acquisition of the Arezzo trade shows, IEG has now cornered the market in terms of industry events in Italy. Can you talk about this expansion plan and future strategies? We believed strongly in this deal and we had already been co-organizing the Arezzo shows along with Arezzo Fiere e Congressi for three years before and finalizing the deal now brings great value to clients and the market. Having one organizer for the major events in the B2B industry for the gold/jewelry sector ensures that each show follows a consistent line and is positioned clearly as per the needs that companies and buyers have expressed throughout the year. This deal certainly strengthens our position as one of the key players in the industry, on an international level, but, first and foremost – and this is something I’d like to emphasize – strengthens our commitment to promoting the growth and development of companies, specifically in helping them expand abroad. We can do this by offering shows that are targeted to a well-defined market, diversified and promoted with their specific characteristics, all of which benefits from effective supply and demand matching.   

This edition sees the launch of the VO Vintage format. Is this a response to demand from the market or a brand extension to complete what Vicenzaoro has to offer? These two things are not mutually exclusive, but rather serve to support one another. Planning VO Vintage is the result of IEG’s tendency towards innovation and development in collaboration with top advisors, such and Michele Mengoli, in this case. The vintage segment, especially for watches, is seeing some truly interesting numbers. This is why we are focusing on this new format, with offerings that are truly one of a kind, and especially business opportunities for clients and buyers who, upon visiting Vicenzaoro, will find every part of the industry represented here. And this now includes a new community of collectors and aficionados. 

Vicenzaoro January also includes T.Gold. How important is it today to be a hub for the supply chain on the international market? Representing the entire supply chain, finding a balance in promoting each “link” in the chain with the right target market, carefully curating what is to be on offer, and vetting the buyers are all key strategies for those that hold trade shows. And I should point out that, in the case of IEG, clients themselves actually recognize this ability to serve as a business platform for international relations. By offering a selection of what the supply chain has to offer, Vicenzaoro is an important destination for industry professionals. It stands out as being particularly effective in fostering dialogue and providing inspiration on a wide range of topics for the entire market.  We also have the honor, as well as the responsibility, for bringing the most important professionals from more than 120 countries to the heart of “Made in Italy.” I believe that the country as a whole is made up of the important local areas where jewelry companies have strong roots, a fabric of entrepreneurship that is extremely valuable from historical, cultural and social points of view. And this is the essence of promoting “Made in Italy,” which we do along with important partners like ICE – Agenzia, which, as of this edition of VOJ, is operating the “PRIMA” initiative, as well as the city of Vicenza with which we organize VIOFF.

 


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