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SEVENTY GOLDEN YEARS

THE HERITAGE FOR TOMORROW

Vicenzaoro celebrates 70 years. Europe's leading international event for the gold and jewellery sector boasts a tradition that is deeply rooted in the Vicenza production district, one of the excellences of Made in Italy.
The first gold and jewellery trade fair to be held in Vicenza dates back to 1954. Since then, over the course of seven decades, Vicenzaoro has been able to build a heritage of relationships, skills and values that have made it the reference platform for the entire global industry today.
A living legacy that draws on history to celebrate the path it has travelled and that becomes the innovative thrust of any future development.
THE
50
s

THE GOLDSMITHING TRADESHOW

Less than ten years after the birth of the first "Campionaria Generale", in September 1954 the first National Gold and Silver Exhibition of Vicenza opens its doors. The exhibition, which is the seed from which the modern Vicenzaoro event flourished, finds its home in the romantic Salvi Gardens in the 1950s, a stone's throw from Piazza Castello, in the setting provided by the tranquil waters of the Seriola, the tree-shaded gravel paths and by the Palladian Valmarana Loggia and the seventeenth-century Longhena Loggia.

Focus

Sofia Loren and Anna Magnani play key roles in strengthening the connection between the silver screen and the world of luxury by wearing Bulgari creations, particularly “The Serpenti collection”, which becomes emblematic of the brand and an expression of boldness and innovation.
Anna Magnani KEYSTONE FRANCE - GETTY IMAGES

Anna Magnani_KEYSTONE-FRANCE GETTY IMAGES

Audrey Hepburn BETTMANN - GETTY IMAGES
Audrey Hepburn_BETTMANN GETTY IMAGES
Collezione Salce 1955 Biasi Livio X Fiera Di Vicenza V Alata Treviso Museo Nazionale Collezione Salce Drezione Regionale Musei
Biasi Livio, X Fiera di Vicenza. V alata, Trevi...
Marylin Monroe BETTMANN - GETTY IMAGES

Marylin Monroe,BETTMANN GETTY IMAGES

Sophia Loren Photo By Silver Screen Collection Hulton Archive - Getty Images

Sophia Loren_Photo by Silver Screen Collecti...

THE
60
s

THE DEBATE ON THE NEW HEADQUARTERS

The Sixties are years of debate: the National Goldsmithing Exhibition grows, so much so that it now takes on an international dimension. On the streets, in the city council and, even more so, in the meetings of the Fair Authority, the fate of the event is at the forefront: "The validity of the Fair in the current location of Giardino Salvi has been discussed" is the most popular headline in the Venetian newspapers of the 1960. For the entire decade the park, which is proposed as a natural continuity of Viale Palladio, remains the venue of the Vicenza event, amidst hypotheses of moving location and dates.

Focus

Jewellery reflectes the eclectic aesthetic of the time. Designers introduce color through the study of enamels, drawing inspiration from nature and experimenting the fusion between technology and tradition. David Webb launches the "Big, Bold & Beautiful" jewellery, Jean Schlumberger creates a poetic nature for Tiffany through limited editions and Hollywood stars like Elizabeth Taylor wear chokers. Among the most iconic collections is Bulgari's "Monete" collection.
"> Collezione Salce 1960 Biasi Livio Vicenza 8 18 Settembre 1960 Treviso Museo Nazionale Collezione Salce Drezione Regionale Musei

Biasi Livio, Vicenza 8-18 settembre 1960, Tr...

Liz Taylor Cleopatra 20TH CENTURY FOX

Liz Taylor_Cleopatra_20TH CENTURY FOX

Pierre Cardin Museum

Pierre Cardin Museum

Twiggy Photographed By Bert Stern 1967

Twiggy photographed by Bert Stern, 1967

Veronica Hamel Wearing A David Webb Ring Vogue September 1964 Photo By Irving Penn

Veronica Hamel wearing a David Webb ring_Vog...

Yves Saint Laurent MIRRORPIX - GETTY IMAGES

Yves Saint Laurent_MIRRORPIX GETTY IMAGES

THE
70
s

THE NEW FAIR IN THE “ATZEK PYRAMID”

The time is ripe for a first, major change that catapults the Fair into a more international dimension. The Fair at the Salvi Gardens is now in its final stages. The goldsmithing exhibition (January) and the ceramics exhibition (February) bid farewell in 1971: a new, modern space, in the shape of an Aztec pyramid, is ready. No longer in the historic center, but in the western area of ​​Vicenza, where the first goldsmithing exhibition of the post-Salvi Gardens era inaugurates on September 5th, 1971.

Focus

In the world of jewellery a minimal and fluid design develops, represented by Elsa Peretti's iconic "Bone" bangle for Tiffany. Italian chains become cult objects, with Pomellato gaining popularity for their grumette chains. Cartier launches the "Love bangle," blending industrial design with precious elegance.
David Bowie Aladdin Sane Cover Credits RCA

David Bowie_Aladdin Sane Cover_Credits RCA

Diana Ross Photo By Ralph Johnson Getty Images

Diana Ross_Photo by Ralph Johnson Getty imag...

@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
Marisa Berenson In Bulgari Photo By Gianpaolo Barbieri

Marisa Berenson In Bulgari Photo By Gianpaol...

Studio 54 Getty Images

Studio 54 Getty Images

THE
80
s

THE BIRTH OF THE THREE FAIRS

The beginning of the Eighties coincides with a particularly difficult moment: gold is skyrocketing, it is the "forbidden noble" on display. The entire precious metals sector is thrown into disarray and there is a strong crisis. Despite this, the Fair grows and expands. In the September 1980 edition, Carlo Bernini, president of the Veneto region, complimented the self-financing aimed at expanding the exhibition area up to 10,000 square meters, spread over three floors, with connected systems and services, with a cost of 2.3 billion million.

Focus

This period mark the birth of "Made in Italy" brand, solidifying Italy as a reference point in the world of fashion and luxury. Marina B presents her gold chokers, enamel, and cabochon-cut gemstones and Karl Lagerfeld introduces the opulence of bijoux for Coco Chanel, creating an emblematic trend.
Amanda Lear Photo By Daniel SIMON Gamma Rapho Via Getty Images

Amanda Lear Photo By Daniel SIMON Gamma Raph...

@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
Grace Jones Photo By Steve Eichner - Via Getty Images

Grace Jones Photo By Steve Eichner - Via Get...

Lady Diana - Via Getty Images

Lady Diana - Via Getty Images

Marina B

Marina B

Raffaella Carra Photo By Angelo Deligio Mondadori - Via Getty Images

Raffaella Carra Photo By Angelo Deligio Mond...

Tiffany Co Paloma Picasso LP

Tiffany Co Paloma Picasso LP

THE
90
s

RECESSION DOES NOT SCARE THE FAIR

It is a profoundly changed and evolving world that is rapidly approaching the new Millennium. The Berlin Wall has just fallen, the Soviet bloc is crumbling. In Italy the decade opens with the Mani Pulite. The economy must deal with the move towards the single currency, which in the second half of the decade is starting to make itself felt and is at the center of a long preparation, even in the pavilions of the fair. The three gold fairs immediately mark a countertrend, growing, with new important structures, and consequently in numbers, both of exhibitors and visitors from all over the world, who see the Vicenza events in January, June and September as a moment of unmissable business.

Focus

In the world of jewellery, Hoops become a must-have of the decade representing a ready-to-wear, democratic, lightweight, and versatile jewellery piece. Designer Shaun Lean collaborates with Alexander McQueen, while Stephen Webster introduces the first "ear-climbers."
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
@Foto Borracino
Kate Moss Naomi Campbell 1999 Dave Benett Getty Images

Kate Moss Naomi Campbell 1999 Dave Benett Ge...

Kate Moss Gucci Show Ss 1996

Kate Moss Gucci Show Ss 1996

Peter Lindbergh Vogue Top Models

Peter Lindbergh Vogue Top Models

Shaun Leane For Alexander Mc Queen Fall Winter 1999

Shaun Leane For Alexander Mc Queen Fall Wint...

THE
2000
s

A DECADE FOR STRONG HEARTS

In the 2000s, society, the market and even the structure of Vicenza companies change, paying a heavy price to the crisis. The new strong euro compared to the dollar, the sharply rising price of gold, the tax duties towards the US market, but also the emergence of new consumption styles, are putting the sector and the tradeshow to the test. Travel, computers and mobile phones are on the wish list of consumers, especially young people, which undermine or replace jewellery even on important occasions. In addition to this, competition from "easy" productions is growing, especially from the East. The many initiatives that look at new structures, alliances and an increasingly marked internationalization, especially towards the East, fit into this context.

Focus

In the fashion industry, the 2000s see the popularity of global brands and the rise of "LOGOMANIA." Simultaneously, "fast fashion" becomes a trend with lines that blend nostalgia and innovation. The world of jewellery reflects the taste of fashion, with major brands beginning to offer "democratic" collections. Examples include Tiffany's "Tag Heart" and Bulgari's "B.Zero,"
@Colorfoto Artigiana
@Colorfoto Artigiana
@Colorfoto Artigiana
@Colorfoto Artigiana
Lady Gaga By Frazer Harryson - Getty Images

Lady Gaga By Frazer Harryson - Getty Images

Paris Hilton Courtesy By Paris Hilton

Paris Hilton Courtesy By Paris Hilton

Rihanna At The 2006 BMI Urban Awards

Rihanna At The 2006 BMI Urban Awards

THE
2010-20
s

ITALIAN EXHIBITION GROUP IS BORN

The 13 years leading up to the 70th anniversary are perhaps those that change the most not only Vicenzaoro, but the Vicenza Fair itself. These are the years of the merger with Rimini Fiera and the birth of Italian Exhibition Group, but also years of strategic agreements that lead to the redesign of the map and calendar of trade fairs. In an increasingly globalized world, the outbreak of Covid calls into question global structures, once again marking well-defined areas of influence. What could be the end of a sector, such as the trade fair sector, which sells "gatherings" instead represents a springboard for an even more dominant Vicenzaoro.

Focus

The "Normcore" or "Basic Evolved" concept offers everyday wearable jewellery, combining technology and craftsmanship. Apple contributes to the popularity of smart-watches with the I-Watch. Chromaverse, a color-rich universe, introduces vibrant jewellery with enamels, gems and new finishes. Titanium and alternative metals redefine design. Independent designers reflect preferences, emphasizing individual expression. Collections are now "deconstructed," with jewellery that tells unique stories tailored to personal tastes.
Apple Watch

Apple Watch

Chiara Ferragni Elle

Chiara Ferragni Elle

Chiara Ferragni Look Schiaparelli Haute Couture Vogue

Chiara Ferragni Look Schiaparelli Haute Cout...

Dior Pre Catelan

Dior Pre Catelan

Gigi Bella Hadid Missoni Fashion Show - Getty Imaes

Gigi Bella Hadid Missoni Fashion Show - Gett...

Harry Styles Ufficio Stampa Di Harry Styles

Harry Styles Ufficio Stampa Di Harry Styles

Rihanna Chopard Collection

Rihanna Chopard Collection

Roberto Demeglio Domino Collection

Roberto Demeglio Domino Collection

In a timeless experience, where heritage meets identity, where identity meets evolution, where evolution meets the future, this is THE HERITAGE FOR TOMORROW
By Gianmaria Pitton

Texts by: Gianmaria Pitton (The goldsmithing art, The roots),

Veronica Molinari (The 50s and 60s),

Marta Benedetti (The 70s and 80s),

Maria Elena Bonacini (The 90s, The 2000s, 2010-20),

Paola De Luca Founder & Creative Director Trendvision Jewellery + Forecasting (Trends),

Alessandro Lancellotti (The historical context)

Photos: Colorfoto Artigiana (Francesco Dalle Pozza),

Archive Gennaro Borracino,  Archivio Fiera di Vicenza,

Nicola Zanettin, Vajenti, Interfoto, Tenca, Ferrini,

Vogue Condè Nast,

Getty images, Gianpaolo Barbieri

BIBLIOGRAPHY

Tonino Assirelli, “C'era una volta l'oro. L'arte degli orefici a Vicenza e nel Veneto
dalle origini all'Ottocento” (Biblos Edizioni, 1986)

Franco Brunello, “Gli orefici di Vicenza nella storia”
(A cura dell'Ente Fiera, Tipografia Editrice G. Rumor, 1971)

“I profeti di Giardino Salvi”, a cura di Dante Ferrari e Luigi Mistrorigo
(Edito dall'Ente Fiera, Industria grafica A. Dal Molin & Figli, 1990)

“La cronaca diventa storia. Fiera di Vicenza 1948-1998”
(Edito dall'Ente Fiera, 1998)

Periodical publications:

Il Giornale di Vicenza; Vicenza Economica. Notiziario economico della Camera di Commercio
Industria e Agricoltura di Vicenza;
Vicenza Esposizioni;
Vicenza Oro International Magazine;
VO+ Vicenzaoro Jewels & Luxury Magazine;
Il Gazzettino

ARCHIVES AND LIBRARIES

Famiglia Breganze De Capnist, Il Giornale di Vicenza, Alessandro Lancellotti,

Biblioteca Bertoliana di Vicenza, Biblioteca della Camera di Commercio di Vicenza.

We thank for their collaboration

Isabella Bertozzo, Gennaro Borracino, Marino Capnist De Breganze, Catherine Chan General
Manager Hong Kong Jewellery & Gems Manufacturers Association, Willy Della Valle,

Camera di Commercio di Vicenza, Biblioteca Bertoliana di Vicenza, Vogue Condè Nast

© Copyright 2024

ITALIAN EXHIBITION GROUP S.P.A.

Rights of translation, electronic storage, reproduction and adaptation in whole or in part, by any means, are reserved for all countries.


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