Trade Show Coverage / International Coverage

More international buyers expected at 2014 Vitoria Stone Fair in Brazil

February 3, 2014
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Last year marked the first time that the Vitória Stone Fair in Vitória, Espírito Santo, Brazil, took place under the joint organization of Milanez & Milaneze and Veronafiere, which operates the very successful Marmomacc trade exhibition in Verona, Italy. This year, the event goes a step further, as it has been rebranded as the Vitória Stone Fair/Marmomacc Latin America. In addition to drawing professionals from the stone industry, the event, which will take place from February 18 to 21, 2014, is repositioning to Marmomacc’s formula of combining business with design and product culture, as well as offering training courses for architects and professionals.

As usual, the event will present innovations in natural stone for the international marketplace. Visitors will have the chance to view exotic materials and translucent stones as well as the classic materials of Brazil. The event will also showcase technology, including equipment, accessories and products such as resins and adhesives.

In 2012, Veronafiere announced that the organization has taken 60% ownership (with an option for 100%) of Milanez & Milaneze, which owns the Vitória Stone Fair as well as the Cachoeiro Stone Fair, both in the stone-rich Espírito Santo State. At the time, a new company was established, Veronafiere do Brazil.

“Coverage of Latin America completes Veronafiere’s strategy of penetration into the continent, following its involvement in the U.S. since 2008 with StonExpo/Marmomacc Americas,” said Ettore Riello, President of Veronafiere. “As a tool at the service of companies, we are always looking for new markets in Central and South America — with Brazil and Mexico in the forefront. Economic trends indicate interesting prospects in fields such as building and contract.”

Satisfaction was also expressed by partners Milanez & Milaneze. “Adding Marmomacc Latin America will help launch the Vitória Stone Fair on an even larger scale,” said Cecília Milaneze, President of Milanez & Milaneze. “This new chapter in the history of the event translates into more business opportunities in the global natural stone market.”

The 2013 edition of the event — held in Vitória, Espírito Santo, Brazil — involved an exhibition area of nearly 350,000 square feet (32,000 square meters), serving 420 exhibitors. In addition to exhibitors from 10 different Brazilian states, a total of 39% of exhibitors came from international locations, including Argentina, China, the U.S., France, Greece, India, Italy, Korea, Lebanon, the Netherlands, Pakistan, Palestine, Portugal, Spain and Turkey.

There were over 24,000 visitors at last year’s event, of which 12% from 56 foreign countries. A total of 38% of foreign attendees came from North America, while 25% came from Europe, 20% came from other nations in South America and 11% came from Asia.

Increased promotion to specifiers

The 2014 edition of the Vitória Stone Fair/Marmomacc Latin America will feature a unique project developed to extend the participation of architects and international designers in the Brazilian event. Veronafiere’s Marmomacc Stone Academy will offer the first natural stone design continuing education course for architects in Brazil officially recognized by the American Institute of Architects (AIA).  

“Designing with Natural Stone Brazil 2014” will provide 15.5 AIA-approved credits. Participants, including architects from the U.S., Canada and Brazil, will learn about stone sourcing, new technologies and surface finishing. They will also visit a nearby granite quarry and processing plant and be given a guided tour of the fair. 

“The intention is to make the specifiers understand the cycle of dimensional stones, from extraction to processing and be sensitive to the use of the state’s stones,” said Milanez.

For more information on the Vitória Stone Fair/Marmomacc Latin America, visit www.vitoriastonefair.com.br.     

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