With great new plans afoot for the 2007 edition of Scoperta at the Fiera Milano, Andy Green, managing director of Scoperta answers some leading questions and dispels a few myths and rumours along the way.

1. Since the last show, there have been a number of rumours about Proposte moving to Milan, merging with Scoperta and even Scoperta buying Proposte. Are any of these true?

Firstly, I would like to dispel any rumours surrounding Scoperta and Proposte merging or even Scoperta buying Proposte, they simply are not true and I have no idea where they have originated. Obviously we would like to work more closely with Proposte and these rumours do not make it any easier for us to build trust and a working relationship with them. However what I do believe is that both Scoperta and Proposte together offer a unique opportunity that no other exhibition in the textile industry offers and that is as much about the geographical locations of each event as it is about the events themselves.

The one clear thing from the industry-wide research we recently commissioned is that buyers’ time when visiting any exhibition is becoming less and if I was to send a message out to anyone it would be those companies who take villas or rooms in Hotels around Cernobbio,, - In responding to the research, 70% of buyers revealed they did not visit any of these companies but only wished they had the time to see them.

2. Scoperta takes place at the Fiera Milano next year (8TH – 11TH May) so what can visitors expect to see that’s new for 2007?

Firstly a bigger show – I can honestly say Scoperta is the fastest growing event in the interior textiles industry, we grew by over 50% in size for this year’s event and the early signs are that this is not slowing down for 2007! This is great news for everyone - more exhibitors means more visitors which results in more business being done. We are not just growing in size but recognising trends and opportunities for the industry to embrace:

Wallcoverings, for example, are going through a massive revival and for the first time at Scoperta we will be introducing the elite of wallpaper producers from Europe and the “Feature Wall” will highlight this renaissance. Those buyers that have not had wallcoverings included within their collections are now rediscovering their vogue and, we believe, that many buyers are purchasing for a complete look to satisfy customer demand. And at Scoperta they will now be able to source beautiful and high quality furnishing fabrics, curtains and wallcoverings.

Made in Europe – Scoperta 2007 is launching an accreditation scheme called ‘Made in Europe certification’ (MEC).

Those products that exhibitors display, with the MEC mark, have undergone a full audit and accreditation process to confirm that the entire manufacturing has been undertaken within Europe.
The Creativa theatre last year was hugely popular and we want to build on its success. The theatre will be avant-garde, forward thinking and dynamic, full of new experiences for the visitors and exhibitors alike. Seminars, presentations, demonstrations, activities and keynote speeches from leading industry figures will be going on throughout the day – the full programme is currently being finalised and will be published nearer the show.

The Directors’ Club - Dedicated to the interiors industry, launches and extends a warm welcome to potential members, exhibitors and agents within the interior textiles and wallcovering industry.
We recognise important interior textile & wallcovering buyers by inviting them to join the Directors’ Club, which entitles them to VIP status at all Trade Link events, as well as a range of year-round benefits. Membership privileges include a range of pre-show and onsite initiatives that facilitate members in networking and doing business with existing and new suppliers at events organised by The Trade Link Company.

3. What size will the show be and how many exhibitors do you expect?

To make sales more efficient this year we are releasing the floorplan in 2 phases. The first phase, which we are selling at this moment, will see a growth of 25% in exhibitor space on 2006. Phase 2 will only be released once Phase 1 is completely sold out and we expect to reach that by the end of this year. Our target this year is to reach a modest 25% growth in stand space sales (equating to around 150 exhibitors) but I have a feeling we will go beyond that.


4. Which are the key countries that exhibit?

All our exhibitors are vetted by a selection process that is overseen by the exhibition Steering Committee, a committee that contains some of the most important movers and shakers in the industry. It means that every stand at the show meets our own exacting criteria ensuring that the show is kept at the highest level.

We expect exhibitors predominantly to come from Europe – Belgium, Italy, Netherlands, Germany, France, Spain, Denmark with representation also from Turkey and India.

5. So there are no Chinese?

Our vetting process last year only accepted 1 in 2 companies who applied, to exhibit at the show. We look at every entry on an individual basis and even though we had and have a number of Chinese companies who want to participate, as yet none have come up to the high standards we expect.

6. One of the main complaints about the show last year was the distance of the hall to the Metro and the time it took to get to Proposte – that’s if the visitors could find the bus?

I know. There are always teething problems at a new venue and unfortunately we can’t move the Metro closer or change the hall we are in. However you will be pleased to hear that there are now cloakroom facilities by the Metro so those that arrive by train do not have to carry their luggage to the show. But the real change for 2007 is that we have organised both on-site parking and the drop off /pick up point for taxis and the shuttle buses, minutes (2 minutes literally!) from the Scoperta Hall at Porta Sud.

Transport links between Scoperta and Proposte are much improved from 2006. If you are staying in Cernobbio or Como for the duration of the show you will find the transportation arrangements from the very hotel you are staying in as well as Villa Erba faster, more accessible and easier than ever before.


7. Do you think the buyers mind “commuting” between the 2 venues?

What you have to remember is that the shows have different offers and that it is in the best interests of the buyer to visit the 2 of them to ensure they have seen a complete and broad range for their customers – a combined 250 of them in total. The shows are only 30 minutes apart so the transfer isn’t going to eat in to their tight schedule and this year the transportation system is one of the biggest areas we are focusing on to make sure the experience of visiting both Scoperta and Proposte is easy, efficient and professional.

In my opinion, buyers should have the opportunity to visit both shows, so the easier we make it for them, the greater the success the companies exhibiting at Scoperta and Proposte will have.

8. There has also been mutterings from the agents about travelling between Scoperta and Proposte.

I can understand the pressures agents have with one show being in Cernobbio, the other being in Milan so we have made arrangements to address this for 2007. We are subsequently offering agents an executive service at Scoperta 2007. We will have a fleet of cars on hand which the agents can book in advance, to take themselves and their clients to Proposte and back again. We will also have a fast track registration process for them and an agent sourcing facility. All of these services will be available through the show’s website in the coming months and we will be releasing more details shortly so they can plan their schedules.

9. How are you attracting new visitors for the 2007 edition?

We already have a comprehensive database which is constantly updated by our specialist team. In addition we work closely with key international publications to raise awareness of the show and have excellent connections in Italy. We also encourage our exhibitors to be as proactive as possible. We can talk about it as much as we want but when the exhibitors start shouting too, visitors soon realise that Scoperta is a “must visit” show. Over the years Scoperta has grown in to a substantial show and has gained kudos and gravitas. With this comes an ever increasing number of visitors. With the added attraction of wallcoverings for 2007 and much easier access to the show, I am positive that Scoperta will continue to grow both in terms of size and numbers at all levels.

10. What message would you like to send to companies who should be exhibiting at Scoperta that are not?

My experience of talking to many companies in the textile sector has given me the view that European suppliers are finding a new strength in supplying textiles, driven by quality, service and design.

As the younger generation of buyers comes through the system a change in working practices is inevitable with time spent visiting trade fairs being far more limited and accountable. Together, I believe Scoperta and Proposte offer something that no other series of events offers. I hope that those in the industry who still feel they are better placed in the Hotels and Villas around Cernobbio realise this and that for as long as they remain there they will not benefit from the trends we are seeing.

I could go on, and in fact I know if everyone could see the vast amount of research data I have looked at over the past few months, they would believe as strongly as I do that an enormous opportunity exists for the industry as long as we make the experience for the buyer as professional and easy as possible.