Mostra Convegno Will Be a Mixed Live and Digital Conference in 2021

Mostra Convegno Expocomfort, one of Europe’s major HVAC&R events, will take place next year as MCE LIVE+DIGITAL 2021 — a trade show that will combine a live in-person component with a digital platform, according to show organizer Reed Exhibitions. 

The live part will take place at the Fiera Milano Convention Centre, Milan, Italy, April 8-9, 2021, with digital components accessible online until April 16. “The physical experience will be supported by a virtually rich online platform for new integrated ways of meeting,” said Reed Exhibitions in a statement.

MCE, dedicated to residential and industrial refrigeration and air conditioning, will offer free access to stakeholders for the 2021 event.

A biennial event, MCE was originally scheduled to take place in March 2020, but was postponed to September due to the COVID-19 pandemic. The September event was also canceled in June as the pandemic continued. MCE is slated to be held on its regular schedule March 8-11, 2022. 

But first the 2021 MCE LIVE+DIGITAL event will offer a range of options for exhibitors, including physical booths of different sizes and turn key set-up, or raw space, as well as virtual participation aimed at foreign companies unable to attend in Italy. 

AI technology

The digital part of the event will happen on an “intuitive and straightforward” online platform based on AI technology, the organizers said.

The platform will offer exhibitors the opportunity to create enhanced company profiles, add photo and video galleries of their products, recommendations, chat and matchmaking functionalities, and live streaming. There will be general networking and the option to meet one-on-one. Exhibitors will be provided with real-time data checks about participation and return of Investment, Reed Exhibitions said.

“MCE LIVE+DIGITAL will blur the lines between the digital and the physical,” said Massimiliano Pierini, Managing Director at Reed Exhibitions Italia. “We have chosen this type of format to continue offering business opportunities to our entire value chain, the manufacturing and distribution industries and of course to a variety of qualified professionals who need to meet, confront and interact, even more in this new normality.” 

“We have devised an appropriate support model for our exhibitors to explain different ways of [communication], so that they can be well prepared for the show and take advantage of this opportunity, which I hope will give a new impulse to the whole sector,” he added.