Marketing strategies, social media, augmented reality, advertising, design, sustainability, business, fashion and retail are the main themes of the new Viscom Talks schedule. Exceptional guests, successful case histories, previews to talk about all the news and trends realized by the visual communication market.  


Milan 10th October 2019 Viscom Italia is becoming a place of inspiration able to offer ideas and original projects to learn about the dynamics of new markets sharing culture, training, and knowledge to grow together. 

Through a transversal approach, the rich programme of meetings by Viscom Talks - organized with the scientific coordination of PersonaLive which is a company incubated at the POLIHUB of the Foundation of the Politecnico University of Milan - will include stories of success to highlight how different markets from advertising to design, from fashion to retail and to the brand industry are increasingly influenced by visual communication solutions to achieve winning businesses.


The speakers Sandra Iakovleva, Depositphotos e Davide Esposito, photographer with the intervention “Stock Photography yesterday and today. The aesthetics in stock photography and its profound evolution in the last ten years”, will open the schedule of talks on Thursday 10th October. The images we use every day have the power to transform websites, blogs, social media and entire commercial realities. Content care is not easy, and knowledge of visual trends in stock photography is more important than ever if you want to reach your audience. Some clichés in stock photography have disappeared and a new aesthetic is taking shape in the market. 

Massimo Temporelli of FABLAB is an illustrious character in the world of new technologies. With his seminar “Say, do, design. Digitally”, he will tell us about new tools and approaches to turn an idea into a product. Hand and mind are in continuous communication. Every time we invent new products and consumer goods something changes profoundly in our way of thinking. How is the world of design changing in this 21st century? What are the relationships between visual and technological communication? A seminar that talks about how the designer (the one who designs) and the maker (the one who produces) are merging into a single hybrid figure that returns to the laboratories, in the workshops to create new creativity and innovative business models.  

The afternoon will continue with the artist Francesco Poroli, Associazione Illustri, and Marcella Gabbiani, Dedalo Minosse Prize with the seminar “Attractions of the city in pencil, between reality and imagination”. Describing a place, a city with different ways of doing it: from the most direct ones (its monuments, its masterpieces) to the most indirect ones (Is it possible to describe a city with a color, or without drawing anything of the city itself?), to describing a place without never having been there - as it happens daily to any illustrator. What happens to the same place in the hands of different illustrators? Which kind of results and how different in visual terms?  


Thursday's program is closed by the conference “A Sparkling Visual Communication. The versatility of the crystal for interior design and visual merchandising”. Maurizio Bosacchi of Swarovski will tell us how visual merchandising and interior design are constantly evolving worlds. Future trends in these markets, such as crystal light, have inspired world-renowned artists, designers and architects. We will look at real cases of installations and application in different contexts from the exhibition windows to the installations of spaces within stores, installations for events, yachting and supplies, highlighting, every time, the contribution of crystal as an ingredient that can amplify customer perceptions in the visual communication experience. 

“New sustainability in the preparation of fabrics” is the conference that opens on Friday, April 11th. Silvio Faragò, Innovhub SSI e Gianluca Brenna, Stamperia di Lipomo, will talk about how in the last ten years the textile industry has experienced a technology revolution thanks to the adoption of digital printing processes. Studies in this area over the past five years have enabled Innovhub SSI to identify some technologies of interest based on foaming conveyance processes. The results of this patented activity are the basis of the Digital Foam project, whose aim was to develop an innovative process and plant of preparation and finishing of heterogeneous textile substrates based on foaming.  

Over 1 billion monthly active users, 500 million accounts using Stories daily and more than 25 million registered companies worldwide. Instagram is the freshest and most dynamic social media of the moment, where all professionals can succeed. Visual communication becomes multimedia, interactive and instantaneous thanks to Stories, but also of great quality thanks to posts on the Feed. Is it possible to do business with Instagram in the field of visual communication?  Are there any success stories that show the good integration between digital printing and Instagram? These and more questions will be presented by Laura Nacci, Social Media Researcher, in her seminar “Instagram and visual communication: a whole other story. How to enhance your brand and grow your business.” 

How to acquire new strategies and be a good entrepreneur? Stefano Ferranti, Strategies for Agencies, will explain it in his speech “The new role of the entrepreneur in the communication field. People, processes and marketing to grow your business in an evolving market”. Today, to sell your products or communication services you have to evolve, it is no longer enough to be just competent. If you want to grow, free up valuable time and have always available resources, you have to turn into an entrepreneur who controls numbers, creates processes and selects and leads a motivated and capable team. During the talk, we will talk about people management, processes and marketing, everything that turns you into a successful business. Small bonus: we will talk about NoAlPreventive, the process that gets you out of the trap of generating quotes and turns you into a consultant for your client, giving you the chance to acquire more profitable customers easily. 

“Visual communication meets industry: trends in printed eco-leather. How to conquer market niches with several successful applications”, will be the seminar held by Mario Di Matteo of Ecotex and moderated by Andrea Boaretto, Peronalive. In recent years there has been a focus on contamination and meeting of value between the visual communication sector and other areas such as interior decoration and the industrial sector. This is the case of eco-leather that allows applications in multiple sectors such as furniture, fashion accessories, photobook, promotional, transport (even naval). In this seminar, through market trends, success cases but also technical-practical indications about application materials and inks, you will find out how to do business with printed eco-leather. 


The schedule includes the seminar “Exhibition design and POP Display increasingly sustainable. Processes and technologies for designing displays in branding and retailing”. Circular economy and design for recycling determine design methods, processes, technologies for the production of exhibition solutions aimed at institutional and brand communication (branding and retailing). Brand industry and retail align with the needs of customers requiring products for an increasingly eco-friendly and environmentally conscious consumption. Speakers: Eliana Farotto, Comieco - Gianluca Castellini, Smurfit Kappa -  Andrea Tempesta di Eurodisplay Design in Progress, Deborah Panepinto, Politecnico di Torino, moderator: Marco Oltrona Visconti, Display Italia. 

The best known face of the visual communication community Giovanni Re, Roland DG Mid Europe, will open the day of Saturday, October 12th, accompanied by the testimonials Miriam Negroni, Brico Center - Patrizia Anna Coccia, The Graphic Pirates, with the intervention “Thoughts, Words, Works and Connections. Community stories for a human relationship-based Company”. Even small businesses can benefit from different types of communities. At the same time, there often is confusion between a group on Facebook or WhatsApp and a real community with rites, roles and physical moments of encounter. Through testimonials and success stories we will discover both the benefits of being part of a community as an individual and, above all, the opportunities for companies of any size to leverage communities in their marketing, research and development strategies and actions. The network that helps itself by helping you. 

Can you create a successful brand from a t-shirt? Fabrizio Selis, Market Screentypographic will tell us about it in the seminar “When the T-Shirt becomes a successful brand. Case history to build a brand that becomes a must in the fashion field!”. The t-shirt market continues to be a growing means of communication, both at the Italian and international level, to convey lifestyles, fashions and trends, brands and creative products. Which strategic and operational measures are needed? How to choose the appropriate printing technologies in a context where a new screen printing is making a come back? Innovative guidelines and case histories will reveal the secrets to build a brand capable of becoming a must in the fashion field! 

Michela Di Stefano, AdobeGuru, will take us to the discovery of “A 60 Minutes journey, from paper to augmented reality”. In a world where creativity travels at supersonic speeds, it is important to know the most innovative and powerful tools to realize your own ideas starting from paper and reaching augmented reality. During this meeting, we will be able to see and touch one by one all the potentials, in a journey that will leave you breathless. 

The talks calendar closes with the conference “The external advertising market between opportunities and constraints”. Regulatory and administrative simplification is the main topic of this conference and is a fundamental issue for businesses in general, but especially for the signage and outdoor advertising sector.  AICAP, AIFIL, ANACS federated in FINCO want to reiterate that any process of simplification, in order to be really effective, must be based on a constant comparison with the operational realities, which are able to put at the service of the Legislator their knowledge about the actual criticalities and possible resolution suppositions. This also applies to permits for exercise signs, posters, billboards and areas of change in the state of landscaped locations. Intervening: Carla Tomasi, FINCO, Arianna Censi, City of Milano – Alfio Bonaventura, AIFIL - Paolo Buono, AICAP – Sen. Andrea Bertoldi, Fratelli di Italia - On. Giuseppe Cesare Donina, LEGA - Franco Meroni, ANACS – Sen. Franco Mirabelli, PD – Sen. Riccardo Nencini, Ministero Infrastrutture - Ing. Angelo Valsecchi, CNI. Modera: Angelo Artale, FINCO. 


Viscom Italia is a trademark of RX Global, the world’s leading organiser of trade and consumer exhibitions, special events and conferences managing over 500 events in 30 countries with an overall attendance figure of more than 7 million participants in 2018. RX Global has 38 branches worldwide serving 43 industry segments. RX Global is part of RELX Group plc, the leading provider of professional information and workflow solutions in the business sector.

 For information: Viscom Italia Press Office Manager – Nicola Mirizio – phone +39 02 435170.61 –