Viscom Italy 2021 Live+Digital

Since thirty years Viscom Italy is the main point of reference for the world of Visual & Communication. Thirty years of history that have told a real technological and cultural revolution. If in the 90s, in fact, communication was essentially a matter for printers and advertising graphic designers, engaged with photolithic, rotogravure printing and decidedly aggressive solvents, today technologies and contents have evolved, becoming first of all sustainable and then improving the graphic rendering and possible fields of application. 

Interior design, for example, is considered one of the most interesting areas of development by several Viscom Italy stake holders. Alongside the theme of building, contemporary architecture has added that of communicating: physical branding, way-finding, environmental graphics are basically expressions to describe the need for places, public and private, to be recognizable, to be able to drive people in the most useful way and, in this lapse of time, to be able to express at best their own identities and functions. A voice that aims to be effective, impactful, clear and incisive ... exactly as expected from advertising, which with its rules, solutions and strategies becomes an inestimable wealth of knowledge and experience: what was once advertising graphics, today becomes narrative graphics. 

Many of these changes are the result of an incredible technological evolution, that began with the addition of computer control to machines. Some sectors, such as digital printing, have considerably improved resolution, color fidelity and eliminated toxic inks, thus guaranteeing the possibility to move from outdoor signage, which nowadays has become digital, to interior decoration. 

We have visited and explored Viscom Italy in past editions with the naive eyes of those who cross the threshold for the first time: the impression was of being in a large creative laboratory where machines, sometimes miniaturized and sometimes gigantic, cut, print, embroider, affect ... Technologies, born from a common matrix, have evolved into an infinite number of applications (and equipments) developed for the plural market needs, which in the last ten years have become increasingly complex and specialized. We proceed by addition or subtraction, for direct processes or subsequent applications and the quantities, materials and dimensions of the final product determine a universe of solutions, which are Viscom Italy heritage. 

Visiting Viscom Italy means discovering all these differences, learning about their possibilities and opening new creative horizons. Designers return to dialogue with craftsmen and, discussing about production process, raise the bar of expectations by triggering the mechanism, leading to new innovations.