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Translated by
Nicola Mira
Published
Mar 8, 2021
Reading time
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Momad, Intergift, Bisutex, MadridJoya trade shows to be staged virtually from April 15

Translated by
Nicola Mira
Published
Mar 8, 2021

Spanish show organiser Ifema had pinned its hopes on a return to normality this spring. But its Momad, Intergift, Bisutex and MadridJoya trade shows will have to wait a while longer before being able to stage physical sessions again. For the time being, Ifema is relying on digital technology and will “exceptionally” hold its forthcoming events virtually, aiming to “preserve the sector's business before staging the shows [physically] again in September 2021.”


The Ifema exhibition centre - Ifema


“In this exceptional year, Ifema is launching a major call for projects in the lifestyle domain, with the goal of creating a community and a professional network in the fashion, home decoration, costume and fine jewellery, gift and accessories sectors,” said the show organiser in a press release issued on March 2. Ifema’s next trade shows, Momad, Intergift, Bisutex and MadridJoya, will be staged in entirely digital format.

The session has been slightly pushed back, and will start on April 15, rather than in February as originally planned. The shows will be held in physical format next September. According to Ifema, the decision has been taken jointly by the shows’ organising committees and the senior management.

The idea is to “provide these sectors with constant, year-round access to a worldwide professional community and networking platform,” in order to keep everyone in touch and establish a bridge towards next autumn’s physical show sessions. The platform will be regularly updated with content and new initiatives until May 15, and will remain available online until September.

To do so, Ifema has launched LiveConnect, a new website equipped with AI technology that enables it to “find interesting contacts based on product range, demand and content preferences.” Ifema has told FashionNetwork.com that LiveConnect has been set up in collaboration with Swapcard, which specialises in developing AI solutions for staging hybrid and virtual events.

LiveConnect is able to segment its content by industry and product category, and is designed to put participants in direct contact through video-conference and online chat tools. The website will also promote next season’s new products and enable participants to plan their agenda and attend round-table debates.

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