Finding the perfect event venue: a case history

The International Furniture Exhibition in Milan is one of those events that changes the face of the city, drawing hundreds of thousands of visitors from all over the world. Every brand that is even tangentially involved with interior design and decoration needs to be there and the week’s schedule is packed with events, launches, press days and innumerable other gatherings that bring together designers, entrepreneurs, buyers, media and members of the public. As a result, of course, it is nigh-on impossible to secure a suitable event venue without booking it years in advance. At Smart Eventi, we pride ourselves on having built a rich and efficient network of connections that allow us to book the best venues in Milan for our clients, offering them a wide range of options and assisting them through the whole process. For the past two years, we have been working with WWTS, a leading representation agency in the furnishing sector, on their main exhibition.

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Choosing the right venue

Each event has a personality, which is largely determined by the venue that hosts it. The whole event experience is set into context by the physical space in which it happens and the audience is aware of this and builds expectations based on the available information on the venue itself. Will the event be formal or casual? Intimate and cosy or large and crowded? Will the atmosphere be solemn or chilled? The average attendee has already subconsciously answered all of these questions before setting foot in the venue. There are other fundamental elements of which the audience might not be aware of. When selecting an event venue, for instance, it is essential to give adequate thought to the way in which the space is going to be used and the requirements it should meet. A client such as WWTS has extremely complex needs when it comes to space. The very nature of the event, involving as it does the exhibition of several types of indoor and outdoor furniture, calls for an uncommonly large and versatile venue, that can be divided into multiple modules, each with its own look and feel, its own unique atmosphere, designed to draw attention to the product. That’s why we selected Palazzo dei Giureconsulti.

Palazzo dei Giureconsulti: surprising, charming and efficient

Among the many amazing event venues in Milan, Palazzo dei Giureconsulti is one of our favourites. The first characteristic that makes it unique is its enviable position: the building is located in the central Piazza Duomo, which makes it at once prestigious and handy for public transport, as well as offering visitors a spectacular view of the square and the Cathedral. The palace was built in 1562, by order of renaissance nobleman Giovanni Angelo Medici. Its original purpose was the housing of the “College of the Noble Doctors”, a learning seat for the ruling classes. When the school was closed, after the French Revolution, the building changed hands several times and was put to different uses. Among other things, it housed the Milan Stock Exchange, the Popolare di Milano Bank, the telegraph and the Chamber of Commerce. Severely damaged by the bombings of WWII, it was subsequently restored and turned into a prestigious event venue in the early 90s. Nowadays, Palazzo dei Giureconsulti is one of the most exclusive and versatile venues in Milan. Both historic mansion and state-of-the-art corporate event facility, its vast interiors offer eleven halls, on four levels, for a grand total surface of 2000 square meters. This allows event organisers to divide the available space in complex, creative and functional ways. The palace also offers a wide range of technical and secretarial services, including simultaneous interpreting and streaming services for video-conferenes.

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