From May 9 to 11, 2023, after a full 5-year stop, Eurotubi’ team finally returned to the exhibition ground. The event we chose for this big comeback has been Made in Steel in Fieramilano Rho, one of the world’s most important international exhibitions for the steel industry. In particular, this year’s was also the tenth edition of Made in Steel, entitled “GENERATIONS, re – imagining our world”, a claim in which we believe, and we feel particularly close, especially in such a historical moment as the one we are living.
«GENERATIONS because the progress and the history of mankind pass from generation to generation. And in this history, steel plays a central role. It is up to us to tell, also through moments like this, how steel is a champion of development», states Paolo Morandi, Siderweb and Made in Steel CEO in the event editorial.
The latest edition of Made in Steel took place in 2021 and closed with over 13,500 visitors. For this new edition, the exhibition area has been increased by more than 45% reaching over 15,000 square meters size.
The Challenge
For us at Eurotubi, deciding to participate had been a challenge; indeed, none of us could ever forecast which would have been the actual number of visitors or the level of interest the event could garner. Nevertheless, we decided to take the risk to see with our own eyes what does it mean to come back to the exhibition ground after the pandemic, but above all to live a moment of meeting and exchange in person. In fact, over the years, Made in Steel has become a fundamental setting for debate, in-deep analysis, relations, and new thoughts on the future of steel.
Taking part as exhibitor means investing significant resources both in terms of money and in terms of hard work, but the satisfaction of seeing right in front of us our 32-square meters booth set up and furnished exactly as we wanted has been priceless.
The Booth
For this trade fair, we opted for a minimal design and a modern style, which represents our brand identity, based only on the color combination of blue and white. The unique touch of color has been given by the flaming Katies planted in pots made from some spare parts of our stainless steel tubes, placed on the reception desk. To display tubes at a fair show is not at all easy; so we imagined seeing our tubes growing like plants in a garden within small flowerbeds decorated with some white pebbles. In particular, we intended one flowerbed for carbon steel tubes only, while the other for the brand-new stainless steel line. By so doing, we have brought to the fair some samples with special diameters and customized wall thicknesses to underline Eurotubi’s desire to stand out as a specialized producer for alternative and non-standard solutions.
The Team
Made in Steel has been a flagship event for our company this year, thanks to which we have rediscovered the beauty of creating personal relationships. Indeed, although the recent technological development has made communication easier, face-to-face meetings are still essential. Special thanks go to those who have visited us at our booth, but above all, to all our team that has worked hard and actively contributed to the realization of this trade fair. In addition, together with our team, we also welcomed at our booth some colleagues from the German company JACOB, leading manufacturer of modular tubing systems in Europe, for which we are exclusive resellers for the Italian market since 1995.
In general, the event has been a real success, attracting more than 300 companies as exhibitors and visitors from more than 20 countries. Moreover, this year the international Conference & Exhibition dedicated to the steel industry has been held in partial synchronization with Lamiera, the international trade fair for the sheet metal forming machine industry, which encouraged exchange and synergy among visitors.
