N.O.W. is the first  new exhibition concept created out of the co-operation between Fiera Milano Expocts and M.seventy. Held during 25th to 28th September,  7700 visitors (22% from around the world) showed their appreciation of the organizers’ decision to present a careful selection of 30 brands with their collections of quick response fashion and accessories for spring summer 2010, and restocking and capsules for autumn winter 2009-2010.

Massimiliano Bizzi, chairman of M.seventy, comments that on how necessary it was to organize the show, in Milan, a completely new kind of fair which gathers together companies from a sector that is starting to take new production and timing approaches. The show also presented a targeted overview of what the market offers, making the best use of visitors’ time with a choice of collections which combine fashionable looks, good value and excellent customer service.

“This positive combination with N.O.W. allowed us to diversify the product range of MI Milano prêt à porter, making buyers’ visits even more worthwhile,” states Corrado Peraboni, managing director of Fiera Milano Expocts.

N.O.W fashion exhibition’s very fresh approach was reflected in the show design which deliberately emphasized its difference compared to a classic trade fair, taking on the look of a showroom where buyers could move about quickly and enjoy an approachable, eye-catching presentation of the collections on show.

“M.seventy’s show design,” continues Massimiliano Bizzi, “was devised so as to recreate the ample spaces of a loft while, at the same time, eliminating the square-metre differences among the various stands, thus creating a uniform look. In our effort to differentiate N.O.W from a traditional trade fair, we used salvaged materials such as wood and we mixed it with other materials like concrete, steel and PVC. Then we used the lighting system in a way that showed off to best effect both the stands and the collections. The result- Totally innovative exhibition space.”