Showcasing culinary excellence in Milan

Trade show planning

The Customer request

Finding the location to hold the inaugural brand fair in Milan

Desiree Magagnoli, a food marketing consultant, approached us to organize the inaugural trade fair for her client, Jolanda De Colò, catering specifically to restaurateurs. As a renowned company from Friuli, Jolanda De Colò is known for providing top-quality meat and fish products to restaurants, including Wagyu meat, Oysters, Foie Gras, Caviar, and more. Desiree's initial request was to scout a suitable venue in Milan that could accommodate numerous brand stands, along with a dedicated area for expert-led masterclasses. These informative sessions featured renowned chefs and international sponsoring brands.

The Smart Eventi proposal

Generously sized location and comprehensive assistance from event planning to execution

Smart Eventi was thrilled to organize a trade show for our client, Jolanda de Colò. With careful consideration, we selected an industrial venue that spanned over 1,000 square metres on two levels, providing ample space for large crowds. Our team not only advised on the perfect location, but we also offered guidance on the placement of the stands. This involved the use of plates, aspirators, and dishwashers that required connection to the electricity, leading us to implement a hydroelectric system. As an event solutions provider, we proudly provided staff and technical equipment to support masterclasses, and additional waiters to serve and clear dining areas. We designed graphic materials showcasing the event's agenda and the presentation of each stand. At Smart Eventi, we are always committed to a seamless event experience - from planning to execution.

Achieved results

Magitral organization of the first food and wine fair by Jolanda De Colò

We successfully tackled the numerous challenges this event presented, including providing electricity and water to multiple food stands and managing a crowd of almost 3,000 guests, which exceeded ours and the client’s expectations. Jolanda De Colò's first trade show was masterfully executed. The event showcased a large number of high-profile exhibitors to thousands of expert attendees and we effectively managed logistics and security to ensure a smooth and successful experience for everyone.