On Saturday, March 8, at 12:00 PM, Mercanteinfiera will inaugurate the exhibition “The King: 90 Years of the Elvis’ Legend” with a live performance by the Jessica Pistis Band. The band will bring to life some of the most iconic hits of the rock ‘n’ roll legend.

(Parma, 7 March 2025) – An electric blue pinstripe suit, a pink Cadillac, a rebellious quiff, and boundless energy on stage. In 1956, with a single television appearance on the Ed Sullivan Show, Elvis Presley captivated 60 million viewers, forever changing the course of music history. That same energy will be revived at Mercanteinfiera (March 8–16), the international fair dedicated to art, historical design, and vintage collecting at Fiere di Parma, through the collateral exhibition “The King: 90 Years of the Elvis Legend“, a must-see tribute to the King of Rock on the 90th anniversary of his birth. Curated by collector Gabriele Olivieri, the exhibition will offer visitors an immersive experience into the world of the legendary artist born in Tupelo on January 8, 1935. Decades after his passing, Elvis continues to inspire generations of fans, as demonstrated by the success of Baz Luhrmann’s 2022 film “Elvis,” which grossed $289 million worldwide.

A Treasure Trove for Fans and Enthusiasts

Elvis’ journey began in the segregated neighborhoods of Mississippi, where African American communities faced systemic discrimination and racism. After his father was imprisoned for issuing a bad check, young Elvis found himself living among these communities, absorbing their rich musical traditions—from spirituals and gospel to blues and jazz—which he later blended with his exceptional voice, innate sense of rhythm, and unparalleled stage presence.

At Pavilion 4 of Mercanteinfiera, visitors will be able to trace the milestones of Elvis’ career through an extraordinary collection featuring rare and historically significant items, including the rare Italian discography of Elvis, original movie posters, promotional materials, and vintage magazines that documented the rise of the King of Rock.

Among the most valuable pieces on display, the exhibition will showcase the original Italian poster of “Flaming Star” (1960), a film in which Elvis played a young man of mixed heritage, further cementing his status as a cultural icon. Visitors will also have the opportunity to admire the vinyl record from “Speedway” (1968), a film where Elvis starred alongside Nancy Sinatra.

The collection also includes original editions of the legendary single Jailhouse Rock, along with rare photographs, stage costumes, and personal belongings, offering an intimate glimpse into the life of an artist who revolutionized music and pop culture forever.

On March 8 at 12:00 PM, coinciding with the opening of Mercanteinfiera, the exhibition “The King: 90 Years of the Elvis Legend” will feature an exclusive live performance by the Jessica Pistis Band. The group will perform Elvis’ most iconic hits, transporting the audience into the electrifying atmosphere and groundbreaking sound that made him a timeless legend.

Elvis: The First True Pop Star and the King of Merchandising

Elvis Presley was not just a musical icon—he was also the first major commercial phenomenon in modern music history. The first to recognize this potential was Sam Phillips, owner of the small Sun Records, where Elvis recorded a couple of songs for just three dollars. A passionate lover of African American music, Phillips knew he had struck gold when he discovered that the voice he had heard belonged to a white singer.

Under the management of the infamous Colonel Tom Parker, Elvis transformed from a poor Mississippi boy into a global sensation, recording over 60 albums and starring in 33 films.

Elvis was also the pioneer of music merchandising, creating an unbreakable link between his image and a vast range of products—from T-shirts to cat headphones, as well as exclusive collector’s items. The Elvis brand phenomenon generated astronomical revenues, and to this day, his memorabilia remains highly sought-after, with record-breaking auction prices for the rarest and most iconic pieces.

“In a world where everything is consumed at an increasingly frantic pace, collecting is a form of rebellion—a way to carve out personal spaces of beauty and meaning,” says Ilaria Dazzi, Brand Manager of Mercanteinfiera. “This exhibition dedicated to Elvis Presley is not just a tribute to a timeless icon but also an opportunity to rediscover the value of memory and passion for collecting.”

Dazzi continues: “Collecting is not just about financial investment—it’s about sensitivity, taste, and cultural identity. It’s a way to ‘create a place that is not hell and make it last,’ as Italo Calvino put it.”

Elvis was both a commercial powerhouse and a groundbreaking socio-musical phenomenon. It is no surprise that legends like The Beatles, Bruce Springsteen, and Elton John admitted that without Elvis, their careers would have taken entirely different paths. As Leonard Bernstein famously said: “Elvis was the greatest cultural force of the 20th century.”

Talks and Events at Mercanteinfiera

Mercanteinfiera will also host three exclusive talks as part of its collateral exhibitions:

On Saturday, March 8, at 3:30 PM in Pavilion 4, Space A035, the discussion “Pinocchio: The Illustrated Puppet – A Dialogue on the Greatest Illustrators of Collodi’s Masterpiece” will take place between Luca Cena (curator and antiquarian bookseller) and Santo Alligo (author of Pinocchio: Atlas of Italian Editions from 1883 to 2022, Little Nemo Editore).

On Sunday, March 9, at 11:30 AM in Pavilion 4, Space A035, the presentation of the exhibition “Women and Motors: Pure Joy” will feature a dialogue between Rita Paparella and Ilaria Dazzi.

On Saturday, March 15, at 3:30 PM in Pavilion 4, Space A035, “Elvis on Stage: A Conversation with Francesco Bertelli” will take place between Ilaria Dazzi, Brand Manager of Mercanteinfiera, and Francesco Bertelli, author of Elvis on Stage (Arcana Edizioni, December 2024).

A Green Exhibition

Mercanteinfiera is also committed to sustainability. The collateral exhibition areas in Pavilion 4 have been painted using Airlite, an eco-friendly and non-polluting mineral paint produced with 100% renewable energy. This innovative technology purifies the air, sanitizes surfaces, and enhances environmental well-being, contributing to a greener, more sustainable event.

This initiative marks the first step in a broader commitment by Fiere di Parma to enhance sustainability across all future fairs and exhibitions.

Mercanteinfiera Press Office | Mirandola Comunicazione

Antonella Maia – mobile 349.4757783 – antonella.maia@mirandola.net

www.mirandola.net

Event Details

Where: Fiere di Parma, Viale delle Esposizioni 393/A
When: March 8–16, 2025
Opening Hours: 10:00 AM – 7:00 PM (March 16 – ticket office closes at 3:00 PM)
Ticket Prices: €15 at the entrance, €12 online, free for children under 12 (accompanied by an adult)
Fiere di Parma Info Line: +39 0521-9961