The biennial Xylexpo 2022 and 33.BI-MU www.xylexpo.com will take place together from 12 to 15 October at Fieramilano Rho. The first is internationally focused on machine tools, robots and automation, while the second biennial deals with technologies for woodworking and components for the furniture industry.
Both with a strong identity and each leader in its own sector of reference, the events have decided for the first time to make the period of development coincide.
A choice that will thus transform the Milanese exhibition center into a large hub dedicated to operators in the mechanical engineering industry, who will meet in Milan in October 2022 for the “Industry 4.0 Week”.
This new project – which includes Xylexpo 2022 and 33.BI-MU two distinct exhibition events for a single major event dedicated to the world of the manufacturing industry – is the result of the common vision of the sector associations promoting the two events.
On the one hand, Ucimu-Sistemi Per Produrre, which brings together the Italian manufacturers of machine tools, robots and automation.
On the other hand, Acimall, an association of woodworking machinery manufacturers aimed at increasing the value of the experience resulting from participation in events.
The communication strategy of Xylexpo 2022 and 33.BI-MU
To accompany this contemporaneity of dates, a new communication, signed by Take.
The integrated communication agency has developed the key visual of the two trade fairs and its hybrid version capable of representing synergy, a unique idea that focuses on collaboration between them.
The final result was the union of two diamonds in one, which represents the consolidation of the strength of sectors synonymous with excellence and made in Italy. An all-wood diamond was then made for Xylexpo 2022 and 33.BI-MU for one in metal, i.e. the main processing materials in the two compartments, for vertical communication.
Alfredo Mariotti, director of Ucimu-Sistemi Per Produrre: “The image chosen helps to lay the right premises for the success of our fair, where the themes of technology, sustainability and digitization will be maximized both through exposure and through the technical and technological analysis proposed by the meetings that will be hosted in the event. On the other hand, we are confident that the hybrid image chosen for the shared communication between Xylexpo 2022 and 33.BI-MU, which will be the subject of an intense advertising campaign, will bring great visibility to both events. “