A space dedicated to the exhibition supply chain, addressing the growing demand for tailored experiences through materials, structures, and integrated technologies.
The roadmap towards Viscom 2026 continues, the international exhibition dedicated to technologies, applications and materials for visual communication and graphic arts, which keeps evolving through new project developments. The renewed edition, scheduled for October 28–29 at Allianz MiCo in Milan, reinforces its role as a key platform for the sector and evolves into an integrated hub, where exhibition and conference content merge into a single dynamic, accessible and comprehensive experience, designed to generate value, connections and opportunities.
Among this year’s main novelties, the new layout introduces Exhibit Tech Area: an exclusive space dedicated to companies operating in professional exhibition systems for retail, museum, trade fair and event environments.
Exhibit Tech Area for immersive and customized environments
In a market where visual communication is shifting towards increasingly experiential, immersive and customized models, Exhibit Tech Area represents the structural core of this transformation. Today, spaces are no longer simple containers, but narrative environments where brands take shape through design solutions, materials and integrated technologies.
A modular space designed to express identity and innovation
Conceived as a “raw”, modular and fully customizable environment, the area enables companies to fully express their identity and quality. Its open configuration supports bespoke installations, live demonstrations and full-scale solutions, providing a context aligned with the technical and design-driven nature of the exhibited products.
Exhibit Tech Area is fully integrated into the new Viscom ecosystem, where each link in the supply chain finds its strategic role and interacts with others: from technology manufacturers to designers, from contractors to brands. This integrated environment fosters concrete connections between those developing structural systems, technical materials and digital technologies, and those who use them to build experiences.
Customization as a key market driver
In this context, customization emerges as a key factor. From retail spaces to exhibition environments, as well as museum settings and temporary events, the demand for flexible and adaptable solutions continues to grow, supporting coherent visual storytelling and creating memorable experiences. Exhibit Tech Area responds to this emerging need, positioning itself as a reference point for those who physically construct the experience.
Viscom thus confirms its role not only as an exhibition, but also as an observatory on market transformations, where new models emerge, including those linked to temporary formats — pop-up stores, temporary shops and seasonal installations — which require speed, modularity and a high level of customization.
“The role of visual communication has undergone a significant evolution in recent years: from a decorative element it has become a strategic tool combining design, marketing, technology, sustainability and storytelling to create meaningful experiences,” says Cecilia Montalbetti, Exhibition Manager of Viscom. “Today, space customization is an essential factor: no longer simple setups, but structured narratives. Exhibit Tech Area has been conceived to highlight the skills, materials and technologies at the core of this evolution, while fostering dialogue among all stakeholders involved in experience creation.”
Towards a more integrated exhibition model
With Exhibit Tech Area, Viscom 2026 takes a further step towards a more integrated, targeted and effective exhibition model, capable of interpreting current market needs and enhancing all components of the visual communication supply chain. An evolution that looks ahead while maintaining strong roots in over three decades of experience.
Further information about the exhibition is available on the official Viscom Italia website.