Two days, an integrated ecosystem of exhibition and content, and a new venue in the heart of Milan to rethink the industry trade show experience
Milano, 24 February 2026
After thirty-six years of meetings, shared innovations and transformation, Viscom continues to evolve while remaining firmly rooted in its historic identity, and in 2026 it is set to inaugurate a new phase of development. The international exhibition dedicated to technologies, applications and materials for visual communication and the graphic arts will return on 28–29 October with a renewed format, transforming itself into Italy’s hub for visual communication and strengthening dialogue between companies, professionals and innovation.
Since its inception, Viscom has supported the growth of the sector, becoming a benchmark for companies, professionals and creatives. Today, in a rapidly changing market that demands increasingly agile and targeted tools, the show is taking a decisive step toward a more integrated, dynamic and value-driven model.
At the Allianz MiCo in Milan, a new event configuration will take shape: two high-intensity days combining exhibition space and conference programming into one coherent, comprehensive and interconnected experience. Not simply a trade show, but a platform for relationships, content and opportunities.
The choice of a new venue in the city center reflects the intention to make participation even more accessible and fully integrated into Milan’s professional landscape. A prestigious and easily reachable setting, designed to encourage the attendance of a broad and highly qualified audience.
A format focused on value, efficiency and relationships
The key innovation is the transition to a new Exhibition & Conference format—an all-inclusive formula designed to address one of the market’s most pressing needs: optimizing time, resources and investment, making participation more sustainable and effective for all stakeholders involved.
For exhibitors, the format includes high-level modular, pre-equipped exhibition solutions, designed to simplify organization and reduce operational management compared to a traditional trade show. Spaces are conceived to showcase technologies and innovations while facilitating live demonstrations and machinery presentations. The goal is to focus energy and budgets on qualified relationships and new business opportunities, thanks to reduced logistical complexity and more streamlined resource allocation.
For visitors, the compact event format enables more targeted and efficient planning, with shorter attendance times and reduced travel costs, without compromising the richness of the offering. The conference program will be structured around thematic areas dedicated to the main market segments and designed for both major players and the small and medium-sized enterprises that form the backbone of the industry. Experts and company representatives will contribute to shaping a concrete and forward-looking vision of the sector’s evolution, with insights into scenarios, trends and emerging technologies.
Enhancing the experience, a dedicated Arena for dynamic presentations will allow exhibitors to showcase products and projects in an engaging way, creating an additional space for visibility and knowledge sharing.
Continuity and transformation
Cecilia Montalbetti
Viscom 2026 builds on a consolidated tradition, reinterpreting its format in light of contemporary needs. The ambition is to strengthen the show’s role as a point of reference for the entire visual community, through a model capable of combining continuity and innovation.
The 2026 edition introduces a renewed and more strategic trade show configuration: an optimized setup centered on the quality of interactions; two days designed to concentrate expertise, innovation and networking; and a streamlined organizational structure to make participation even more effective and results-oriented.
An evolution that looks to the future without dispersing the heritage of relationships, expertise and identity built over more than three decades of history.
“Viscom 2026 is designed to be a streamlined ecosystem capable of responding to future challenges,” explains Cecilia Montalbetti, Exhibition Manager of Viscom. “We wanted to create a model that simplifies participation while multiplying the value of content, offering every participant—from long-standing exhibitors to emerging companies—the tools to grow their business and share their vision in a stimulating and professional environment..”
About Viscom
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.
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. RX is fully committed to creating an inclusive working environment for all. RX enables businesses to thrive by leveraging data-driven insights and digital solutions.
RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For further information, please visit www.rxglobal.com
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