TheOneMilano: from ‘exhibition’ to ‘experience’The third edition of the Fair, to be held at fieramilanocity from 23 to 26 February 2018, revolutionises its format and launches a new project that combines fur, pret-à-porter and lifestyle.
The 3rd TheOneMilano offers many exciting changes, which in the words of the organisers goes from being simply an ‘exhibition’ to a real ‘experience’. It starts with a new format and with the launch of a new project that combines fur, pret-à-porter and lifestyle, expanding the already consolidated exhibition area (#theoneoriginal) with two new exhibition sections. There are also major names from the world of Italian and international fashion, and new hubs: #theoneidentity, the exclusive area dedicated to contemporary luxury brands and research; #theoneshowroom, where buyers and new businesses can deal directly with each other; #theonexperience, the experiential space where lifestyle companies create new opportunities and synergies.
The new format of the event also reflects the change in the Advisory Board, a team of high profile entrepreneurs and professionals, which includes Natasha Grodecki, consultant at Lambert & Associates; Giorgio Martelli, Deputy General Manager for press relations at GEDI Group; Mattia Mor, executive director for Europa Mei.com (Alibaba Group); Cinzia Malvini, fashion and lifestyle journalist for LA7 and manager of BookModa; Luca Lanzoni, digital fashion director at Hearst Italia; Paolo Marsi, co-owner of StyleCouncilAssociati; Francesco Casile, founder and CEO of Casile&Casile Fashion Group; and Fabrizio Curci, managing director and general manager of Fiera Milano.
“Fairs must change to reflect the market evolutions,” said Norberto Albertalli, President of TheOneMilano, “to be a leader, they must anticipate the trends. That is why we have built a fair project that offers buyers the experience of a unique relationship filled with the spirt of Milan, the host city where attention to detail is second nature.”
The new TheOneMilano format mainly focuses on three key elements: speed of impact (the time between supply and demand is reduced); image value (business opportunities are joined by branding opportunities and visibility); innovation (space is given to new synergies and creativity).