The Under Secretary for Culture, Vittorio Sgarbi: “Mercanteinfiera resembles the world because it is full of a variety of objects that stimulate our curiosity”. 

(Parma, October 11) – Mercanteinfiera, the Fiere di Parma exhibition of antiques, modern antiques, historical design and vintage collectibles, assesses its 42nd edition. The largest exhibition of its kind in Europe had 50,000 visitors and over 5,000 buyers representing, in addition to Italy, a wide range of countries: the UK, France, the USA, Northern European and Scandinavian countries. Interest from Asia is also on the rise, with a large presence of buyers from the East, particularly from Vietnam.”

This Eastern presence confirms the significant interest in Italian-made products and reaffirms Mercanteinfiera’s role as not only a commercial hub, but also as a bridge between very different cultures. “As retailers –  explains Tran Thi Hoai Anh, CEO of the franchising distributor Runway Vietnam and buyer at the exhibition – we are always interested in bringing beautiful objects to Vietnam. Mercanteinfiera is a great exhibition where to find fashion, vintage items, jewellery, glassware and ceramics. In Vietnam, we make every effort to introduce Vietnamese customers to true Italian beauty.” Interest in our country is confirmed by the economic data, with Italian fashion accounting for about 70% of Runway’s sales.

Mercanteinfiera continues to be an exhibition full of stories and curiosities: among the most unusual items are The First Telephone Desk from 1934, a crown with Australian diamonds and pearls worth 250,000 euros, and chair number 8 used by the Duchess of Kent during the coronation of Queen Elizabeth on June 2, 1953. Visitors were also captivated by the collateral show on the most intriguing corkscrews in contemporary history, entitled “In vino veritas: the infinite shapes of the corkscrew,” curated by Giancarlo Gonizzi, Director of the Food Museums of Parma. The two photographic exhibitions attracted a great deal interest: “Paolo Brillo. Stolen Moments. Bob Dylan and other music icons”, organized in collaboration with the Antonio Colombo Arte Contemporanea gallery in Milan, and “Communicating fashion:  Identity, transformations and gender imaginaries (1960-1980). A journey through the CSAC Archives”, curated by Lucia Miodini.

Various VIP visitors explored the stands at the exhibition, including Alfonso Signorini, the editor of Chi magazine and a great antiques enthusiast. There was also a surprise visit from the Under Secretary for Culture, Vittorio Sgarbi, who emphasized the quality and value of the fair: “The richness of this fair lies in its abundant diversity.  Mercanteinfiera resembles the world because it is full of a variety of objects that stimulate our curiosity”.