To reflect the many changes the show has undergone in recent years as well as broader developments in the world of architecture and design, Cersaie is adopting a new Image. Each year, architects, designers, contractors, retailers and Italian and international exhibitors converge on the ceramic tile and bathroom furnishings exhibition to get up to speed with the latest developments in the industry while building high-level professional relationships and exploring the innovative products and projects showcased by leading Italian and international companies.

Called OPEN CERSAIE, the new exhibition concept Is to focus on diversity and reach out to new target audiences. In keeping with this idea, a pictogram and a new logo were created to give CERSAIE a more comprehensive and institutional brand architecture capable of meeting the challenges of an increasingly competitive world. The image is connected visually with Cersaie's most important initiatives aimed at the various target audiences: the Building Dwelling Thinking programme of architectural meetings; the Cersale Business missions for international architects; the design and lifestyle meetings hosted in the Press Cafes; the practical and theory demonstrations in Tiling Town; the Italian Style thematic shows; and the home renovation meetings for end consumers in Cersaie Designs Your Home.

The same open vision is found in the image strategy and media plan, which aim to establish Cersaie amongst the key international events for innovators and to reach out to new audiences through increased investments in the digital sector. The website www.cersaie.it has also been restyled, featuring larger homepage sliders with more visually ­ appealing images and greater space devoted to videos and the site's social media profiles.

As a result, Cersaie is being transformed from an "exhibition" venue to a "relational" space. The offline and online worlds merge together and "communication" becomes "conversation" . New relational dynamics can be developed before, during and after the show, then continued throughout the year to maintain a constantly high level of interest and attention. Social media play a vital new role in this communication strategy as virtual spaces where Cersaie can forge a powerful identity and open its doors to exhibitors, visitors, influencers and the city itself.

Renowned for its friendly, inclusive and open spirit, Bologna is the perfect place to develop this open vision, especially during the Bologna Design Week. Whether strolling around a city -centre courtyard or savouring a wine produced in the local hills while enjoying the specialities of one of the most famous regional cuisines of Italy, it is the perfect place for networking and building relationships or for negotiating complex business deals.

With the support of the historic city of Bologna, Cersaie is looking to the future and is ready to embrace the changes that will come into sharp focus at this year's show in September.

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