In October 2015, in parallel with the last weeks of EXPO*, Milan will host EMO, the most important event dedicated to industrial machinery. Mr Pier Luigi Streparava, appointed last November as General Commissioner of the exhibition, which will be held in the fairgrounds of Fiera Milano, speaks about the various activities as well as initiatives, scheduled for EMO Milano 2015.

Mr Streparava, can you please tell us more about the event?

Of course. EMO is the reference exhibition for the manufacturing world industry as for machine tools, robots and automation. It is held alternatively in Milan and in Hanover, thus proving the main roles, played by both Italy and Germany in the international scenario of this sector.

Italy together with Germany - on the roof of the world?

You got it right. The fact that EMO, the world basic industry exhibition for most of manufacturing processes, is held in Italy is a proof of appreciation towards our companies, working in this sector, able to work on the international market and to suggest wide and varied offers, managing to satisfy the most diverse needs. The Italian offer for machine tools goes all over the world and the whole world meets in Italy at EMO to verify the technological progress achieved in the sector.

A very big satisfaction for Italian entrepreneurs, who, owing to their capacities, allow for the Italian flag to wave high in the sky and, it is also a clear acknowledgement for the work performed by the whole team involved in the organisation of the event.

So, the team is already working?

At the closing of the German edition last September, the ball passed to us, Italians, in charge of setting up EMO MILANO 2015, scheduled from October 5 to 10. The arrangements for what is considered the most important event for the operators of the world manufacturing industry have already begun and the team of Ucimu-Sistemi Per Produrre, the Italian reference association, owing to its over ten years' experience (editor's note 1979, 1987, 1995, 2003, 2009) has already set the intervention lines, as well as the first scheduled activities.

But EMO Milano 2015 will be held during EXPO 2015?

Yes. The world exhibition of machine tools will be held exactly in conjunction with the final part of the EXPO. EMO Milano 2015 will have at its disposal the whole exhibition fairground of fieramilano, near which the implementation of the EXPO space is being completed. This territorial and time proximity will only favour our event, which will benefit, for example, from all the improvements, performed in the city as well as in the surroundings.

Are there any initiatives scheduled in collaboration with Expo?

The topic is rather delicate. Actually, we have already offered our availability to cooperate with EXPO and set up some common initiatives. Unfortunately, we haven't received any answer yet. The idea we have is that the EXPO machine at the moment is focusing on the implementation of the hard part of the project: spaces, big tenders for services, such as restaurants, road systems, building; the promotional partnerships, unless strictly connected to food, are at a standstill, but, of course, we do not give up.

Let's say that, in view of the slowdown encountered, as organisers of EMO Milano 2015, we decided to focus our efforts on the definition of all those activities, which may transform the conjunction between the two events in an actual opportunity for our operators. I'll give you a practical example. We immediately realised that, considering the presence of tourists for the EXPO, the availability of accommodation during the days of the events (and, on those immediately before and after the event) in Milan and in the surroundings, might have worried our exhibitors as well as our visitors a little bit. For this reason, starting from December, we have activated several agreements, which, by means of the event website www.emo-milan.com, allow to make room reservations in the city and in the metropolitan area. The service is constantly updated, as we acquire new partnerships with hotels, both belonging to big chains or small hotels. The goal is that of welcoming everybody as well as of satisfying each type of client.

What about promotion activities instead?

I can say that the schedule is very full and wide, both in terms of time and in terms of variety of initiatives. The traditional road show of press conferences will start next July and cover all the main capitals of world industry: from China's Beijing to Shanghai, from Chicago to Sao Paulo and Buenos Aires, from Tokyo to Taipei, passing by Bangalore, Moscow and Abu Dhabi. These are only some of the destinations, which will add on to all the European cities. Besides this, we also planned to perform a detailed promotion and communication activity on the main international sector publications, together with a well-thought and efficient online promotion activity, supported by online magazine websites, sector exhibition events websites, on social channels, most suitable for the reference target. Without forgetting all the communication activities that we are already carrying out by means of media and general and specialised information means. Nothing will be left to fate and, I must say that our team, even owing to the experience acquired in the last Italian edition of EMO, is focusing much of its resources on the use of new technologies.

But, promotion also means entertainment for our guests during the exhibition. And, so, let me say that, in this, as always, we Italians, owing also to our "Grande Bellezza" (Great Beauty), which is everywhere, we will be able to amaze, by offering unforgettable experiences to all the visitors of EMO Milano 2015.

Just as for the previous edition, EMO Milano 2015, will have its own soundtrack, taken from the Italian national masterpieces, dating back to the XVII century up to date. This, to show to the whole world one of the excellences of the country, which will welcome the next edition of EMO. On the other hand, music will be the protagonist even during the exhibition. As a matter of fact, the high point of the scheduled events for the operators attending EMO MILANO 2015 will be represented by the soiree at the Teatro alla Scala, which will welcome a special symphony concert, reserved only for the sector operators.

Finally, Mr Streparava, what is your view on the outlook on the market?

Granted that making forecasts is always very difficult, besides being risky, I can say that EMO Milano 2015 introduces itself under good auspices. Italy, the host country as well as an important market as for consumptions, besides being determining for setting the trends of the sector, together with Europe, is about to exit the crisis, which has involved the old continent for many years now. The data tell us that 2014 will be the year of the recovery, which, for Italy as well as for the European Union, will be increasingly stronger in 2015 and 2016. EMO Milano 2015 will benefit from this situation as well as all those who will be attending. Of course, the preconditions are better than those we had for EMO Milano 2009, which was held right in full crisis, and, yet, covered 96,000 square metres of exhibition surface and had 1,400 exhibitors. We wish to do better than that. We will try our best.

(*EXPO 2015, to be held in Milan, Italy, will explore the theme "Feeding the Planet, Energy for Life" for six months just northwest of the centre of town. The exposition site covers 110 hectares (272 acres) and is expected to attract 29 million visitors from 01 May 2015 to 31 October 2015.)