N24
The Fair:
History and role of an ancient and still important tool
The trade fair is still a fundamental moment in the history and business development of any company.
Ghirardi dedicates this issue of About Marble to this ancient and still valid and useful form of communication and business, a vehicle for getting to know and being known in the world, which creates its own calendar of appointments and travels. So let us embark on this journey to the fair, accompanied by Ghirardi.
Throughout European history, fairs have been one of the most important factors in social development. Although their roots go back to ancient times, it was not until around the year 1000 that urban markets allowed the extraordinary revival of Mediterranean civilisation after centuries of misery. Every small town provided itself with areas for the sale and trade of food and manufactured goods, thus initiating a capillary network of local economies. Medieval markets brought together merchants, craftsmen and peasants to exchange products and material goods, but also to consolidate social relations. These events were crucial to the prosperity of cities, acting as catalysts for commercial growth and urban identity itself.
During the Italian Renaissance, fairs became even more important, with cities such as Venice, Florence and Naples attracting large crowds and quantities of goods. At the same time, transalpine centres developed a commercial geography that facilitated cultural and technological exchanges, contributing to the spread of knowledge and innovative techniques.
With the advent of the Industrial Revolution, fairs became showcases for new mass-produced products. The Universal Exhibitions of the 19th and 20th centuries, such as those in London in 1851 and Paris in 1889, became symbols of progress and modernity, attracting millions of visitors from all over the world.
Today, trade fairs continue to be one of the driving forces behind the commercial and communication development of companies, providing platforms for networking, promotion and innovation. They facilitate meetings between operators, business partners, customers and suppliers. Thanks to their international visibility, trade fairs are ideal for launching new products and increasing brand awareness.
One of the leading sectors in terms of exhibitions is the stone and construction industry, which has benefited enormously from international events. These exhibitions are true showcases for the presentation of market trends, technological innovations, state-of-the-art machinery, equipment and tools.
In the fields of architecture and design, as well as engineering and shipbuilding, exhibitions dedicated to stone products and construction have become indispensable occasions for the dissemination of design knowledge. By promoting the innovative use of materials, they highlight their versatility, beauty and potential applications. Above all, they address the issues of environmental and energy sustainability, renewable resources, building maintenance, renovation and restoration. These are no longer traditional commercial events, but moments for sharing knowledge.
Among the most qualified venues, Verona Exhibition Centre plays a key role in the development of Italian and international companies. Events such as Fieragricola, Vinitaly and Marmomac make the Veneto city a strategic hub for trade and the promotion of agricultural, wine and stone products. In particular, Marmomac, the annual international trade fair for marble, natural stone and processing technology, is one of the world’s most important showcases for stone products. Covering the entire industry, from quarry to finished product, the exhibition presents market trends, technological innovations, state-of-the-art machinery, equipment and tools. It is not only a celebration of experimentation and innovation, but above all a point of reference for professionals in the fields of architecture, design, engineering and construction.
Marmomac hosts a series of side events such as exhibitions, workshops and conferences: the aim is to highlight the latest applications of natural stone, its versatility, its beauty and its uses. Marmomac is an unmissable opportunity to disseminate design knowledge, especially in the areas of environmental and energy sustainability, renewable resources, building maintenance, renovation and restoration.
It is no longer a traditional commercial event, but an opportunity to share knowledge.
Ghirardi at the fair, 2024
Stefano Ghirardi, CEO of Ghirardi, explains the factors that continue to drive the company’s presence at the most important international trade fairs.
What was Ghirardi’s fair calendar in 2024? This short video summarizes “A Year at the Fair” for us.
Among the various events, Marmo+Mac is certainly one of the most important. We briefly relive Ghirardi’s presence at the fair in Verona, Italy.
See you at the next issue of
Not registered yet? Sign up and receive next issues.
It’s easy and quick, it’ll take just a couple of clicks.