A New Exhibit Tech Area Debuts At Viscom 2026 ─ Spaces Even More Immersive And Customized
Milano April 2026 : The journey towards Viscom 2026 continues, the international exhibition dedicated to technologies, applications and materials for the visual communication and graphic arts, which keeps expanding with new project developments.
Among this year’s innovations, within the new format, the Exhibit Tech Area takes shape: an exclusive space dedicated to companies operating in the professional exhibition design sector for retail, museum, exhibition and event environments.
In a market where visual communication is evolving towards increasingly experiential, immersive and customization models, the Exhibit Tech Area represents the structural core of this transformation.
Today, spaces are no longer just containers, but narrative environments in which brands come to life through design solutions, materials, and integrated technologies.
A Space Designed To Express Identity And Innovation
Conceived as a “bare”, modular and fully customizable space, the area enables companies to fully express their identity and quality. Its open configuration encourages tailor-made installations, application demonstrations and full-scale solutions, offering a setting that is consistent with the technical and design-oriented nature of the products on display.
An integrated environment that favors concrete connections between those who develop structural systems, technical materials and digital technologies and those who use them to create unique experiences.
Customization As A Market Driver
In this scenario, customization becomes a key factor: from retail spaces to exhibitions contexts, as well as museum environments and temporary events, the demand for flexible and adaptable solutions is growing — solutions capable of supporting consistent visual storytelling and creating memorable moments.
Exhibit Tech Area addresses this emerging need, positioning itself as a benchmark for those who quite literally build the experience.
“The role of visual communication has undergone a significant evolution in the recent years: from a decorative element, it has become a true strategic tool that combines design, marketing, technology, sustainability and storytelling to create unforgettable experiences”, says Cecilia Montalbetti, Exhibition Manager of Viscom. “Today, the customization of spaces is therefore essential: no longer are simple setups designed, but real stories. The new Exhibit Tech Area was created to enhance the skills, materials, and technologies that underpin this evolution and to foster dialogue among all the players involved in building the experience.”
With the Exhibit Tech Area, Viscom 2026 takes a further step toward a more integrated, targeted, and effective exhibition model, capable of interpreting the contemporary needs of the market and enhancing all components of the visual communication supply chain.
An evolution that looks to the future while maintaining strong roots in an experience built over more than three decades of history.
Viscom is the only trade show in Europe that encompasses the entire visual communication market.
A two-day event in Milan featuring exhibitions, talks, events, competitions and showcases each year, representing the largest gathering for the entire visual community.
Viscom Italia stands for creativity, innovation, business and sustainability, and is also the ideal platform to present technologies and applications that will shape future trends across graphics/advertising, design, architecture, interior decoration, fashion, packaging, brand industry and retail.
About Viscom Italia
Viscom Italia is the only fair in Europe that brings together the entire visual communication market.
Dedicated to technologies, applications, products and materials for visual communication and graphic arts, every year Viscom becomes the hub of applied creativity, where sustainable solutions, emerging trends and new inspirations meet.
Here, professionals from printing, decoration and installation, along with manufacturing industries from sectors such as fashion, automotive, and large-scale retail, as well as communication agencies, designers and creatives, discover solutions and inspirations to enhance and innovate brands and projects.
The fair layout is organized to highlight the most innovative solutions, from technical devices to practical applications, allowing visitors to experience products and technologies firsthand.
Visitors can interact with industry experts, deepen their understanding of new technologies' features and discover how these innovations can transform their way of working in the field of visual communication.
Viscom is owned by RX, a global leader in events and trade shows that leverages industry expertise, data and technology to generate business for individuals, communities and organizations.
With a presence in 25 countries, RX organizes approximately 350 events each year serving 41 industry sectors.
