We have previously discussed the Glass Economy — the beating heart of VITRUM 2027—and the strategic developments recently unveiled at glasstec. Among the innovations planned for VITRUM 2027, however, is a key structural change: a shift in the exhibition’s organisational framework that underpins the wider transformation.
This change stems from the new commercial partnership between GIMAV and IEG, marking a major turning point for the trade fair as it moves from association-led management towards a more structured partnership with an experienced exhibition organiser. More than a new perspective, it represents a fundamental redefinition of the event.
Growing together: why GIMAV chose IEG
The decision to join forces with a major trade fair organiser stems from the need to fundamentally rethink the exhibition’s organisational model. While previous editions of the international exhibition were managed in-house, drawing on the Association’s own resources and expertise, the upcoming edition will mark a decisive step forward. To strengthen the event’s relevance and fully realise VITRUM’s potential, GIMAV has chosen to partner with an experienced exhibition organiser. The Association will retain responsibility for the event’s concept and content, while entrusting the development of its commercial network to a highly specialised partner.
As Lucia Masutti explains: «For VITRUM to innovate, its organisational structure also needed to evolve. In previous editions, the exhibition was organised entirely in-house; when we decided to transform it fundamentally, we chose to work with professionals whose core business is organising trade fairs. The Association remains at the heart of the exhibition, building key industry relationships and fostering international networking. For the 2027 edition, however, we now have an industry partner with the expertise, in-depth sector knowledge and, above all, the ability to help VITRUM evolve from a relatively small-scale exhibition into a major international industry event.»
The goals of the GIMAV–IEG alliance
The primary objective of this collaboration is to expand the exhibitor base, both in Italy and internationally. IEG’s commercial reach — as one of the world’s leading exhibition organisers and an established player in the surface technology sector through major events such as TECNA — provides access to an extensive network of offices in key international markets.
More specifically, the partnership aims to tap into untapped international demand, offering exhibitors not only greater visitor numbers but, above all, access to a highly qualified professional audience. In a rapidly evolving B2B market, the ability to attract targeted buyers and international decision-makers from key markets will be central to the event’s success.
Italian Exhibition Group: its profile and role in VITRUM 2027
Italian Exhibition Group (IEG), listed on the Italian Stock Exchange (Borsa Italiana), is a leading international organiser of trade fairs and congresses. With major exhibition centres in Rimini and Vicenza and a direct presence in key international markets such as the United States, Brazil, China and the United Arab Emirates, the Group supports the internationalisation of Made in Italy industrial supply chains.
IEG’s involvement in the organisation of VITRUM reflects the ambition to further develop the high-tech glass-processing machinery sector, which offers significant potential for growth and international expansion.
«We have been organising events for over 70 years, and over the past two decades international development has become a key strategic priority for those promoting Made in Italy worldwide,» says Marco Cecchini, IEG’s Business Development Manager for Italy & EU. «VITRUM has exceptional potential, particularly because significant opportunities for growth remain in key markets across the Americas, Europe and Asia. Today, companies attending B2B trade fairs are focused on one objective: reaching the right customers. Attracting highly qualified, targeted visitors has become even more important than attracting exhibitors. This may seem paradoxical at first, but it reflects the direction in which the industry is moving.»