A showcase-cum-monitoring center

Its time-tested and successful recipe has retained all of its appeal over the years mainly because it has managed to move in step with time, allowing exhibitors and visitors to stay on top of the cutting edge of technology and market changes.







Italian companies have not only given ample proof of efficiency and leadership by actively and promptly offering very reliable, complete production lines to emerging and less developed countries but they have also been among the first to offer their machinery to companies specializing in glass for solar energy. Vitrum 2011 will provide a first-hand view of the new international scenario with its new economic structure outlined by the recent crisis.







The show will be doing all this from a unique vantage point. October 2011 comes exactly 2 years after the worst economic crisis in the last 60 years and therefore it will be easier to check out its repercussions. The aftermath of the crisis will probably be measurable from three different perspectives.







The first is, once again, the role of countries that were once considered emerging but that are now rapidly taking the lead in the international business scene over the next 10 to 20 years. Their two-digit growth rates are bringing about a huge transfer of wealth and know-how from the West that is now suffering from considerably lower increases in GDP and a general aging process. The second is the commitment to innovation and the pursuit of an increasingly higher level of quality, in other words the traditional hallmarks of European and more particularly Italian companies that are now increasingly more difficult to retain. The competitive edge is still sufficiently wide but can be rapidly eroded if our competitors are financially able to invest generously in research and development. This will definitely be the major battleground. The third perspective is the green economy and its related new developments in technology and production, including energy efficiency and the use of renewable energy sources with untapped opportunities that need to be explored and fully understood but that are most likely harbingers of positive surprises for the glass industry.







All these are palatable ingredients for a tantalizing menu that Vitrum 2011 is already hard at work on. The show will not be neglecting the last and by now traditional main course: art and culture will dominate the scene once again but this time they will share the stage with experimenting and design to help new generations tune in to the wavelength of corporate business and the market.