Date: 31 October 2023
More united than ever, the Italian glass industry converges on the annual US event; the VITRUM International project debuts to redefine the perception of Made in Italy in pivotal international markets.
Taking place at the Georgia World Congress Center in Atlanta, from October 31st to November 2nd , is the 2023 edition of GlassBuild America, the leading annual North American trade show focused on glass, doors and windows. With a surface area of approx.16,700 square meters and more than 450 exhibiting companies, GBA is also a significant fair for Made in Italy excellences, given how popular and in-demand they are in this market, the number one destination for Italy’s glass industry exports.
Participating in this edition are 22 GIMAV member firms: 11 of them as part of the Italian Pavilion with support from ITA (Italian Trade Agency), while another 11 are exhibiting independently.
For GIMAV, GlassBuild America 2023 will also be an opportunity to take the first steps toward the VITRUM International project in a key market like the US where, in 2022, exports grew 13% compared to 2021, valued at close to €200 million.
Envisioned with the aim of drawing the attention of international markets to the community that, for more than 40 years has identified as GIMAV and VITRUM, the VITRUM International project is intended as a hybrid container, offering companies physical support - organizing coordinated participation in the leading glass industry trade shows gathered around “Piazza VITRUM International” [Vitrum International Square] - as well as digital support - offering nine web platforms dedicated to homogeneous markets (China, Mexico, USA, Canada, Turkey, SEA countries, Dubai, Brazil and Germany) and published in local language: a virtual showcase open 365 days a year in which each company can offer its own fact sheet and related articles, news, multimedia content, technical and product information.
“The success of Italy’s glass industry,” explained Dino Zandonella Necca, President of GIMAV and VITRUM, “is recognized globally, thanks in part, and perhaps, above all, to VITRUM, as it is the first and foremost expression of a glass industry community that, over the years, has grown and established itself, gaining visibility and authority in the eyes of glass industry insiders. To reaffirm this relationship with VITRUM at international glass trade shows, it is crucial not only to promote Made in Italy products represented by GIMAV, but also for the fairs themselves in which we will participate, that can boast the presence of quality Italian-Made products.”
Prime mover for the VITRUM International project in the American market will be the members-only GIMAV meeting on November 1st, when industry professionals who partner with the National Glass Association will share their experiences and offer suggestions on doing business in North America.
Thus, VITRUM International begins to take shape at GlassBuild America 2023 to become more and more firmly established during the forthcoming editions: at Dallas in 2024 where “Piazza VITRUM International” will participate. But the exhibiting companies will probably still be distributed throughout the pavilions. It will become fully operational at Orlando in 2025, the year in which the project is expected to become completely implemented. There, the Piazza will be the central hub of Italian participation and it will finally be possible, in the interests of the entire industry, to speak of a single “Made in Italy”, without distinction between independent and group exhibitors.
“For more than 40 years we have been engaged in promoting the industry’s reputation for excellent products and we are convinced that to do that effectively it is best not to – especially in strategic markets – restrict the participation, image and creativity of the exhibiting companies. We understand and are in full agreement with the need to lend support to the lessstructured companies and start-ups that are just entering the industry, but we are convinced that this activity is not in any way contradictory to, but rather perfectly complementary with, that which aims to promote the industry’s best. We have partnered with ITA, SACE and the other institutions in supporting the companies and we are grateful to the Ministry of Foreign Affairs and of International Cooperation and the Made in Italy companies that, through their operative branches, always have every consideration for the industry and, for this very reason, we are convinced we will succeed in finding the best means of working together, even with this new format,” concluded President Zandonella Necca.
In Atlanta, we are looking forward to three valuable days to build, strengthen and expand our international ties, nonetheless, VITRUM International is not targeting the US alone, but all the strategic markets and gradually it will evolve in the area of the events in which the Italian companies will participate during the final months of the year: Eurasia Glass, November 11 - 14 in Istanbul, Glasstech Asia, November 29 to December 1 in Bangkok, and Gulf Glass, December 4 - 7 in Dubai.
Attached is a map with the list of GIMAV member firms participating in GlassBuild America 2023. The VITRUM International USA platform can also be accessed through the QR Code, to view products, profiles, information and news about the exhibitors.