MERCANTEINFIERA CONTINUES ITS RUN AND THE 25TH EDITION CLOSES WITH OVER 50 THOUSAND VISITORS
Ilaria Dazzi:“after the collaboration with the Miami Antiques Show now it’s Russia’s turn. Mercante also lands at the RA&AF.”
(Parma, 14 March 2019) – Walking through the age-old ruins of a Roman site among the mosaics of the terrible Medusa or the satyr Silenus? Riding the merry-go-round of memories surrounded by over 100 toys, the amulets of childhood? Or enjoying the drawing room of an 18th-century villa with lapis lazuli cabinets and ancient trumeau mirrors next to drawings by Armando Testa?
More than 50 thousand people did just that over the course of nine days. One simply had to be at Mercanteinfiera, the international exhibition of antiques, modern vintage and collectibles at Fiere di Parma which closed its doors on Sunday, March 10th. An ever more kaleidoscopic event that built the success of this most recent edition on this wealth of variety.
Deluxe second-hand clothes are always in fashion and particularly attracted young people and millennials in search of unique pieces: clutch evening bags covered in (strictly fake) diamonds and minaudieres were among the most in-demand pieces. Russian and Arab big spenders, on the other hand, were interested in more sophisticated and sought-after antiques, such as the writing desk by Toms and Luscombe. This is a unique piece, made in tortoiseshell and gilt bronze floral inlays, which was presented at the 1862 London international exhibition (in 1962 it also featured in the James Bond film Dr No, with Sean Connery). Strictly undisclosed price.
Modern antiques and design, which have been focussing the collectors’ interest for years, were featured prominently in the exhibition, as shown also by the growing number of auctions worldwide (in 2017 the sector recorded a growth that was more than double compared to 2016, with a turnover of over 180 million euros – source Arredi&Design Index, Deloitte). Thus as well as the work of Albini and Iosa Ghini the exhibition featured Sottssas, Mollino, a cutlery set by Giò Ponti, and iconic pieces by Fornasetti and David Webb.
There was also a place for pop surrealism, represented by the perpetually slippery style of the designer and cartoonist Massimo Giacon.
The search for unique pieces at the 25th edition of Mercanteinfiera took place over four pavilions, 45,000 square metres of exhibition space with 1,000 exhibitors. In addition to enthusiasts and the curious, the visitors also included a substantial group of operators from Russia, Germany, the United States, Latin America, France, China, Japan and Sweden.
This specialized and highly discerning public surprisingly included a contingent from Australia, a country where the market for antiques and, particularly, modern vintage continues to grow.
The success of Mercanteinfiera was also the result of the fruitful collaboration with Gianni Marangoni, son of the founder of the famous fashion school in Milan, and Antonella Traverso, director of the Archaeological Museum of Luni, who, through the two collateral exhibitions Let’s play: how we used to play” and “Stories of the town of Luna. Fragments of daily life in the shadow of Rome”, showcased two evocative stories. A universal one related to the magical world of toys and an age-old one connected with the ancient town of Luni, the toponym that gave the name to the Lunigiana area. Today a small town with a population of just over 8000 people, in the past it attained the splendour of an imperial city, so much so as to be mistaken for the eternal city, Rome, by the barbarians who sacked it.
And while the Mercanteinfiera brand has already conquered Facebook, overtaking – with 100 thousand fans – the Maastricht Tefaf fair (with only 56 thousand), “the process of internationalization continues at an intense pace – stated Ilaria Dazzi, Brand Manager of Mercanteinfiera – and from the next edition we will be working with a new partner. After the Miami Antiques Show in the USA, we are landing at the RA&AF in Russia.”
Mercanteinfiera returns on October 5th.
Mercanteinfiera Press Office
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