Veronafiere: agreement with Hearst for international promotion of natural stone
Veronafiere expands its natural stone promotion network associated with the Marmomac brand. As the Organiser of the landmark exhibition for the world’s natural stone industry, Veronafiere has signed a collaboration agreement with the Hearst Group, the publisher of Elle Decor, the most famous design, furniture, architecture, art and lifestyle magazine boasting more than 2.3 million readers in Italy, the United States and the United Kingdom and more than 2.2 million unique users for the respective online editions.
Inasmuch, at the coming edition of Marmomac scheduled in Verona 26-29 September 2023 Elle Decor will manage creative management of the international hall, which for the occasion will be renamed “A Matter of Stone”. The layout will be entrusted to Studio Calvi Brambilla.
A rendering of the Marmomac 2023 international hall
The 1,500 square metre exhibition setting will see Italian and international companies and studios discuss the value of marble and other natural stone materials in indoor and outdoor contexts, as well as hospitality and product design projects. This creative scenario will see architects, interior designers and professionals investigate the use of these materials in construction and furnishings, as well find inspiration and applications highlighting the immense potential of the natural stone sector.
The partnerships also envisages an expansion of the initiative on a global scale, thanks to the involvement of Elle Decor’s international editions.
«“This agreement with the Hearst Group,” explained Maurizio Danese, Managing Director of Veronafiere, “will further enhance Marmomac’s already very high level of internationality and its business and communication initiatives that today already cross all geographical borders: in 2022, 64% of the show’s 47,000 visitors came from 132 countries. We can also mention our trade fair platforms operating in the Brazilian natural stone sector – the Vitória Stone Fair and the Cachoeiro Stone Fair, organised by our subsidiary Veronafiere do Brasil.”
Maurizio Danese, CEO of Veronafiere
“We have defined a strategic alliance for Marmomac covering concerns the 2023 and 2024 editions of the trade fair, whereby Hearst will bring all its strengths into play, namely: an international communication platform, the endorsement of a globally acknowledged brand such as Elle Decor and, last but not least, our own skills in combining function with aesthetics,” said Roberta Battocchio, General Manager of Hearst Global Design, who added: “The project will be divided into several stages. The Italian edition and the international network will be involved, with a significant focus on the US and UK markets with the aim of highlighting the potential of Marmomac to a target of architects, designers and interior decorators.”
Collaboration with the Hearst Group also includes setting up a competition aimed at companies exhibiting at “A Matter of Stone”: the best creative proposals focusing on the use of natural stone materials will be assessed by a jury comprising the directors of the Elle Decor network, Marmomac and Studio Calvi Brambilla. The winners will be announced in the course of a special event during the trade fair itself and subsequently featured in an issue of the Italian edition of Elle Decor.