IMM launches the idea of "widespread exhibition"

fri 17 FEBRUARY 2017
                                                                                               Carrara, 17th February 2017

A renovated synergy is emerging for the regional development of the stone sector in the Apuo-versilian area.The companies embrace the “the natural exhibition” project idea by IMM.

IMM, joint-stock company founded for the development of the Carrara Marble District, presented in October 2016 the project “4 volte marmo” and is now enthusiastically working on the organisation of the first two – in chronological order – of the four scheduled events. IMM will be participating in the next edition of the Fuorisalone with the project  La Luce del Marmo, dedicated to the promotion of the stone companies of the Apuan region during the transitional year in between the two editions of CarraraMarmotec, whose next opening is expected for  2018. The project will be presented in the framework of Space&Interiors, an exhibiting area conceived and managed by MADE Expo organisers; Space&Interiors is the only event directly connected to Salone del Mobile, taking place for the second consecutive year  at the  beautiful location The Mall, Porta Nuova, Milan, from April 4 to 8, 2017.The project has been conceived as an exhibition dedicated to design, according to three central topics: Carrara marble, lightness and light used to enhance matter and forms, in line with Euroluce, the event taking place simultaneously with the Salone. The exhibition set-up will extend over a 350 sq.m. area and will be focused on the display of marble items, to create a “museum walk” where every object, purposely created by each company in collaboration with a designer, will be highlighted through a special lightning device meant to add further emphasis to the beauty of the noble stone material. “We have selected a qualified, high-impact area in the framework of Space&Interiors” – declared IMM President, Fabio Felici – “because the marble of our district deserves a top-level spotlight and, at the same time, our partner companies wish the event to be not just a communication operation,  but also an opportunity for business development, especially in the world of professional international design. This is the big challenge of the event we will propose, speaking the language of architecture and design  thanks to the attendance of very influential designers teaming with our partner companies. ‘Carrara’ is synonymous with ‘marble’ at an international level, but its leadership has to be constantly refreshed through actions, communication and promotion projects with the purpose of keeping up local identity and all the quarrying, industrial and crafting techniques that characterise our land". The initiative, organised by IMM in partnership with  Looping, creative and consultancy agency, under the creative direction of Angelo Dadda, will primarily focus on the promotion of the Carrara marble  brand in a way to guarantee  to the partner companies the best contacts in the international scenario of  design and architecture. No wonder if Looping  has been selected by IMM to be partner of this project, considering its  strong expertise in the sector and its many significant international connections. The stone companies of  Massa Carrara have responded with enthusiasm to the initiative proposed by IMM and Looping, and are now actively collaborating to prepare the design itinerary which will be displayed from April 4 to 8, in Milan.

The second scheduled event, in chronological order,  is “White Carrara Downtown”. From June 10 to 18, 2017, Carrara and its stone companies will dress at their very best to welcome international clients, buyers, journalists, sector experts, designers and architects. A new and modern vision of the Carrara marble trade show that  aims to promote the  Apuan-versilian region and its core business; an innovative perspective able to create a connecting system among the local actors  through  “experiential tours” that will bring the local stone companies and the marble quarries to the attention of the world stone sector. During the numerous meetings that IMM had with the local companies in the last few weeks, local businessmen have positively welcomed  the new orientation that  IMM intends to give to the trade show on marble and technologies: “Carrara has the fortune to live 365 days a year inside a widespread exhibition represented by the incredible marble basins that surrounds it” ‒ affirms Luca Figari, IMM General Manager- “The companies storehouses are the booths and the quarries the  natural extensions of  storehouses: the place where everything originates and the starting point of a journey that will get the whole town completely involved. The aim pursued by IMM ‒ on the strength of its specific know-how ‒ is to make this new concept possible and to create a networking system able to connect quarries, companies and territory through the organisation of business visits at the service of companies”. 

White Carrara Downtown will be followed by White Pietrasanta Downtown, whose arrangement  is still at an early stage, as the event is further distant in time. “We are constantly in contact with IMM, with which we share the  will to work together and to promote common projects aimed to highlight a local cohesion which sometimes appears somewhat disjointed” ‒ declares Agostino Pocai, President of Cosmave ‒ “I believe this is, for Cosmave  and IMM, an extra value to pursue: spending time and resources  for the companies, to help them understand the new path that is being traced”.

IMM Communications, Promotion and Marketing Dept.
Laura Malavolta  l.malavolta@carrarafiere.it