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Ambiente Italia: the Sell-Out System Ambiente Italia is a fair gravitating around the table, gifts and accessories. Its first edition, to be held in Rome 6-8 June, will be covering floor space equal to approx. 15,000 net sq.m., with 307 exhibitors from 17 countries arranged in 4 halls sub-divided into Dining, Living and Giving. The initiatives introduced by Messe Frankfurt Italia for Ambiente Italia’s debut edition are part of an innovative project by the name of Sell-Out System, and which is specially tailored to the quality retail sales area. Belonging to the Sell-Out System are: ‘Arcipelago Gourmet’, ‘Home Shop: the store of the future’, and ‘Sell-Out Partners’. Arcipelago Gourmet (Dining, hall 12) is an area focusing on ‘cook show’ moments performed by professional chefs using exhibitors’ cooking utensils. Interpreted by the architect Carlo Colombo (art director for Ambiente Italia), ‘Home Shop: the store of the future’ (Living, hall 14) is where the shop becomes ‘home’, changing itself into a dynamic and interactive place for welcoming, informing and conversing with one’s customers in a welcoming and emulative setting. Here, Anna Marinello (the well-known wedding planner from Milan) will take it in turns with Carlo Colombo to entertain visitors. Ms. Marinello will also be available to sales point representatives at the Sell-Out Partners area, where she will be found alongside wedding planners from A.I.O.M. (the Italian Association of Wedding Planners). The ‘Sell-Out Partners’ area (Giving, hall 13) is the venue to all the associations and professionals that may contribute to assisting sales points in innovative sell-out undertakings aimed both to encourage customer loyalty and to reach different clientele sectors, including the world of youngsters. |
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