VITRUM 2027 lands at GlassBuild America
For the first time since the launch of its new format, VITRUM 2027 has crossed Italy’s borders and travelled overseas.
Last week, the renewed concept of the event, which will take place from 16 to 19 November 2027 at Fiera Milano Rho, was presented on the international stage of GlassBuild America 2026.
The occasion offered a first glimpse at what will define the new VITRUM. Some of the changes concern its institutional framework, including the partnership between GIMAV and IEG – Italian Exhibition Group and the appointment of Barbara Antonini as President. Others relate to the event’s content and positioning, combining continuity with previous editions with a renewed vision for the future.
At the heart of this new direction is the Glass Economy: not simply a theme, but a broad and interconnected ecosystem that VITRUM 2027 aims to explore in all its dimensions. Particular attention will also be dedicated to the hollow glass sector.
The US market: a key perspective on changing international dynamics
Choosing the United States as the first international stage for the presentation of the new VITRUM reflects the importance of a market that remains central to global suppliers of glass-processing technologies.
As Umberto De Lorenzo, GIMAV’s international market expert, explains:
“GlassBuild America represented a strategic appointment for Italian glass machinery companies: the United States remains the primary non-EU market, even in a more complex and selective phase.”
And complexity is indeed one of the key factors to consider when analysing today’s market.
What the numbers tell us – and what they don’t
The evolution of US demand offers a clear example of how increasingly complex international scenarios require careful analysis and methodological caution. Looking at figures in isolation can easily lead either to excessive alarm or, at the opposite extreme, to overly optimistic conclusions.
The current market environment remains highly fluid and needs to be assessed on a case-by-case basis.
Italy-USA: a case study that doesn't talk about Italy alone
Looking at the performance of the Italian industry, available data show a contraction in exports to the United States, which fell to €152.3 million (-32.7%), driven by a 54.2% decline in flat glass, 17.1% in hollow glass and 6% in accessories.
However, figures alone do not tell the whole story and, without the appropriate context, can be misleading.
The downturn is certainly significant, but it does not necessarily indicate declining interest in technological innovation. Rather, it reflects a combination of factors, including the temporary postponement of major investments, the completion of multi-year contracts and uncertainty surrounding tariffs which, according to estimates by the Confindustria Research Center, could affect sales by as much as 9% over a nine-month period.
Viewed in this broader context, demand shows greater resilience than the headline figures might suggest.
This is also reflected in the market share of the Italian industry in the United States, which increased overall from 6.8% to 7%, reaching 22.1% in the hollow glass sector, compared with 17.7% previously. The US market also continues to account for 10.8% of total Italian exports.
This snapshot highlights how international competitiveness increasingly depends not simply on supplying machinery, but on offering an integrated approach that combines automation, software, technical support and compliance with local regulatory requirements.
Presenting the new VITRUM in this context therefore carries particular significance.
It is not simply a matter of introducing the event at one of the industry’s leading international trade fairs. It is an opportunity to highlight what will lie at the heart of the new VITRUM: its ambition to go beyond the traditional concept of a trade fair and become a platform for business, discussion and knowledge-sharing, capable of helping the industry address the challenges and opportunities emerging across the Glass Economy.
A topic that we will continue to explore in upcoming articles, giving a voice to some of the leading experts in the sector.
