意大利米兰国际广告标识及视觉传播展览会（Viscom Italia）是意大利举行的国际领先的广告标识及视觉专业展览会，该展是欧洲最完整、最繁忙的展览会之一，该展是视角通讯创新应用、发展趋势、最新技术以及营业策略的一次盛会，是现代图形行业服务的生产者和决策者汇聚在一起交流的最佳机会。该展从1989年开始举行，每年一届，在意大利米兰举行。该展是经过国际展览联盟 （UFI）认证的专业广告标识类展览会，也是欧洲知名的几大广告标识类专业展览会之一，包括德国广告标识展与德国广告标识展。
作为欧洲最著名的广告标识展之一，该展将为观众揭示欧洲乃至全世界最新广告制作行业的潮流，展示包括与以下五大类产品有关的设备、材料、软件、技术等：喷绘打印与雕刻、数字印刷、丝网印刷、标识灯箱制作（含霓虹灯、LED与户外广告牌）、展览展示器材。 Viscom Italia在展览会期间还将进行多场主题交流会，为与会人员提供一个相互讨论交流的机会；同时，广告标识业内的专家还将现场为参展商和观众阐述全球广告行业发展的最新趋势。
观众来源及数据分析：标识及霓虹广告制造商、零售商、买家；商店与展台搭建商、显示器厂商、户外广告公司、霓虹及灯光广告商、丝网印刷商、数码印刷商、照片洗印店、复印店、广告公司、橱窗设计师、建筑师与设计师、建筑规划公司、电子标志供应商、行业营销经理、零售与销售行业。
观众来自以下行业：时装业，体育用品行业，鞋革行业，皮革工业，玻璃工业，汽车业，化妆品，电气，广告公司，建筑师，城市规划者，媒体公司，媒体经销商，图形工作室，站在钳工，装饰，广告牌庄家，绣，雕刻，注册商家，数字和丝网印刷机。
展品范围(Show Products):
大幅面数码印刷：机械、设备及软件，材料及耗材，数码印刷油墨，胶印，服务；
标志和标牌制作：机械、设备及软件，材料与配件，产品和系统；
丝网印刷和移印：机械、设备及软件，材料与配件，丝印油墨；
促销纺织和刺绣：绣花机及电脑系统，纺织与刺绣产品；
雕刻：机械、设备和软件，材料与配件；
铣削和激光雕刻：机械、设备及软件，材料与产品；
数字标牌：硬件和软件，专业目录制作与发行，支持和服务
P.O.P.：显示器，元件，台座和配件，材料；
事件服务：娱乐设备和事件代理，特殊效果，事件位置，结构和配件；
标签和包装：贴标产品包括标签印刷机械、标签基材和粘合剂、标签应用、套印、预印技术，打包产品包括包装及包装机、包装材料与包装材料、包装制造和印刷。
展会报告(Show Reports):
Milano, 9 October 2025 – On Friday, October 3, the 36th edition of Viscom Italia, the international benchmark event for visual communication, came to a close. Over three days, the fair hosted exhibitions, meetings, talks, and live demonstrations, engaging professionals and companies from across Italy and abroad.
once again, the fair proved to be a reference point for professionals, brands, creatives, and industry operators: 9,254 visitors attended the event to meet market players and discover the latest technological, applicative, and design trends of the sector. Geographically, participation was primarily driven by visitors from Lombardy, Veneto, Piedimont, Emilia-Romagna, and Lazio, while among international attendees, visitors came mainly from Switzerland, China, Germany, Spain, and Croatia.
The 180 brands present at the fair – including 30% new exhibitors – showcased high-impact projects, solutions, and technologies, confirming Viscom Italia as a concrete platform to discover the new directions of the market.
The key sector remained that of printers and digital printers, demonstrating the strength of the segment, while there was also particular interest in sectors with high potential for customization and applied creativity. This was highlighted by the presence of exhibitors, event agencies and services, and professionals from the fashion and accessories field, a clear sign that visual communication is playing an increasingly significant role in the search for innovative ways to create unique, distinctive, and memorable spaces.
A new feature for the 2025 edition, the WonderPlace served as the fair’s scenographic centerpiece. This striking installation was created in collaboration with excellent sponsors such as 3M, ABS Group, Philips Professional Displays, and T-Shirt Makers.
In addition to showcasing the applied potential of visual communication in the retail, hospitality, and product customization sectors, the WonderPlace also hosted the latest edition of the Viscom Talks. The extensive program of meetings and debates covered crucial topics for the future of the sector, including generative artificial intelligence, environmental sustainability, temporary architectures, new regulations, and business processes.
During the recently concluded edition, a preview was given of Viscom Italia 2026, which will mark a change in the event format while staying true to its long-standing and established identity. With the goal of offering an even more effective experience that meets the real needs of the market and its professionals, Viscom will transform into the hub of visual communication in Italy. The 2026 event is scheduled for October 27 and 28 at the modern Allianz MiCo venue in the heart of Milan.
