In a new development for the Italian national trade show system, Fiera Milano and Italian Exhibition Group (IEG) have acquired 70% of EMAC S.r.l. , an organiser of classic car trade shows. They acquired the stock from Andrea Martini, who held the shares through Mosaico Capital. Fiera Milano and IEG will each hold 35% of the new corporate structure stock, while the remaining 30% will remain with Martini.
The new corporate vehicle will organise the 15th edition of Milano AutoClassica (21–23 November 2025 at Fiera Milano). This will be followed in spring by the third edition of Vicenza Classic Car Show, at Vicenza Expo Centre 28-30 March 2026.
The partnership marks the beginning of a collaboration between Fiera Milano and IEG, who believe that joint efforts between the country’s leading exhibition operators can create concrete synergies, develop shared projects, and make them more competitive on international markets.
The collaboration will also extend to the conference sector, where Fiera Milano and IEG boast centres of international excellence such as Allianz MiCo (Milan) and Rimini’s Palacongressi. These are joined by the Vicenza Convention Centre and the Palazzo dei Congressi conference centre in Fiuggi, managed by IEG, and MoMeC in Rome, managed by Fiera Milano.
“This operation is perfectly in line with our Strategic Plan 2024-2027, which aims to expand the portfolio of exhibitions organised and hosted in Italy and abroad. EMAC is a concrete step in the direction we have long hoped for: to join forces with Italy’s major Expo Centres,” said Fiera Milano CEO and general manager, Francesco Conci.
“Only through real synergies can we face foreign markets with greater strength and consolidate Italy’s role on the global exhibition scene,” he continued. “Beside the trade show aspect, EMAC is also a testbed for new models of collaboration between Italian operators capable of generating economies of scale, international appeal and the development of outstanding vertical supply chains. The numbers prove it: according to the most recent ICCA 2024 ranking, Italy is first in Europe and second in the world with 635 international congresses hosted in the last year – a result that highlights how much we can achieve when we work together.”
“We have always thought that the national exhibition system could and should aspire to create synergies on individual industrial verticals and international scenarios,” added IEG CEO Corrado Peraboni. “We have found a partner in Fiera Milano whose standing made this first significant step possible.”
“I am delighted to welcome the entry of Fiera Milano and Italian Exhibition Group into the corporate structure of Emac,” said Martini. “Milano AutoClassica and Vicenza Classic Car Show are events with distinctive but strongly complementary characteristics. Under unified management and with the support of two partners of such calibre as Fiera Milano and IEG, they will generate important synergies and open up new prospects for growth. Moreover, their positioning at two strategic times of the year, autumn and spring, will allow them to preside over the entire span of the trade show season, ensuring a constant presence on the market and fostering exhibitor and audience loyalty.”
Milano AutoClassica was created in 2012 and is specifically aimed at the world of classic and sports cars. It is hosted at Fiera Milano. The 2024 edition recorded more than 82,000 visitors, 4,500 cars on display and 1,000 cars registered for rallies.
Vicenza Classic Car Show was established in 2024 and the 2025 edition recorded 35,000 visitors (a 38% increase compared to 2024). It hosted 2,300 cars on display and the next edition is scheduled to be held at Vicenza Expo Centre 28-30 March 2026.
The post From vintage motors to strategic alliance of Italian trade show players appeared first on Exhibition News | The trade for shows..