(Parma, 24 February 2020) – Mercanteinfiera, at the time of Coronavirus, is going online. The Fiere di Parma event dedicated to antiques, modern antiques and vintage collectibles, scheduled from 18th to 23rd April 2020, is being postponed to June. In the meantime, it is replacing its 45,000 square metres with pixels, those of www.mercanteinfiera.it, where, for a month starting from February 27, the public will find photos of the pieces that the exhibitors would have displayed in their stands.

“We had already made this decision” – says Antonio Cellie, CEO of Fiere di Parma – “last week, in order not to run any risks where our visitors’ health is concerned, given the recent developments of Coronavirus. However, as we do not want to disappoint the expectations of our international community of exhibitors, buyers and visitors, rather than cancelling this leading event in the art world, we have decided to become the first exhibition centre to move the show to the online platform that we have already been experimenting with in recent months.”

Mercanteinfiera.it is the “teaser” platform that was born from the partnership between Fiere di Parma and Antico-Antico – the leading portal in the sector acquired by Fiere di Parma in 2019 – in order to facilitate the match of demand and supply of the works of art by the over 1000 exhibitors at the event. A virtual showcase that already hosts tens of thousands of pieces (divided into 19 categories) and that is right now being enriched with the exhibition items that should have been the heart of the 26th edition of the show.

In short, a move from the real world to the virtual one to which the buyers (5,000 were expected from around the world) are responding favourably, confirming their active participation. “It’s a pioneering operation that is in the DNA of Fiere di Parma”, continues Cellie, “and that brings a further element of innovation. For the first time we will open to the general public our platform dedicated to B2B.” Mercanteinfiera is an elite international showcase: launched in 1981 with 60 exhibitors, today it is a point of reference for over 50,000 visitors at each edition.

How will Mercanteinfiera.it work? You can enter the exhibition website from home, selecting your category preferences such as antiques, ceramics and maiolica, frames, paintings, vintage, jewellery and watches, etc… and gain access to the best offers of undisclosed exhibitors. Only after making your choice you will find out the exhibitor associated with the selected piece.

“This is a solution”, says Stefano Vannucchi of Antico Antico, “which in these crucial days will enable exhibitors not to compromise their business opportunities.”
For years now, its two collateral shows have been a hallmark feature of the event. “The Golden Twenties. Life and fashion in the Années Folles decade”, the first scheduled collateral show, and “Brilliant Illusions: a homage to Kenneth Jay Lane. The King of Fakes”, the second one, change their dates only, and are postponed to June.

These are intense hours at the Fiere di Parma headquarters, but what is certain is that the appointment with Mercanteinfiera Spring is only being postponed. It will return on April 18 and then again, as usual, in October.

Ilaria Dazzi
Responsabile Marketing Fiere Antiquariali
Fiere di Parma Spa