From inkwells as a testament to the history of writing to the artifacts of sporting triumphs, and from the melodies of Sanremo to the television pop culture of Happy Days and the myth of speed, Mercanteinfiera Spring 2026 (Fiere di Parma, March 7–15) constructs a “pop” journey through the short century using shared objects, images, and collective memories. 

(Parma, December 18, 2025) – At the upcoming edition of Mercanteinfiera, the “short century” comes to life through a curated journey of pop culture and the iconic objects that shaped our collective imagination. From the melodies of the Sanremo Music Festival to the televised nostalgia of Happy Days, and from Olympic sporting triumphs to the intimate history of writing instruments, the event explores the material memories and shared myths of the 1900s.

The cultural heart of the Spring 2026 edition lies in its program of side exhibitions. These are designed as a multifaceted narrative spanning the history of television and entertainment, the relationship between sport and the symbols of victory, writing as a physical act, music as collective memory, culminating in the mechanical and visionary imagery associated with the world of motoring.

Among the exhibitions on the agenda, “Accessories of triumph: prizes, ornaments, and sports,” curated by Mara Cappelletti, explores the symbolic value of objects associated with sporting competition, linking athletic achievement, recognition, and memory. “Inside Happy Days,” created in collaboration with Giuseppe Ganelli and Emilio Targia, takes visitors into the heart of one of the 20th century’s most iconic television landscapes. Mercanteinfiera invites the public to step onto the virtual set of “Happy Days” through the world’s largest collection of memorabilia, which reconstructs the filming phases and the daily work of the actors and production, revealing a previously little-known behind-the-scenes perspective.

The exhibition features a selection of original objects that illustrate how the series evolved beyond a mere television product, becoming a lifestyle, a shared language, and a pop legend. On display are original scripts, clapperboards, Fonzie’s mechanic coveralls, and jackets associated with the iconic settings of the narrative, from Arnold’s Bar to Jefferson High, which served as the backdrop for the lives of Richie and his friends. A standout piece is the wristwatch dedicated to Fonzie, a symbolic object representing a character who embodied rebellion, charisma, and irony, becoming a generational icon. Alongside these, action figures of the protagonists —from Richie and Potsie to Fonzie and the legendary Cunningham family— together with comic books, editorial materials, and photographs, recreate the serial and domestic dimension of a story that entered the homes of millions of viewers.

A collection of cult objects that revives the memory of the 255 episodes of Happy Days, demonstrating how the series spanned different media to become firmly established in our collective memory as one of the great pop myths of the 20th century. More than just an exhibition, it is a true journey back in time. For Happy Days, as producer Garry Marshall used to say, is the recreation of life in time.

“At the tip of the quill: the inkwell in the Mariani family collection” in collaboration with Mario and Marco Mariani, brings the focus back to writing as a physical and daily practice through objects that chronicle the enduring legacy of the written word. Over seventy inkwells are on display at Mercanteinfiera, selected from the private collection of Osanda and Mario Mariani, a body of work comprising over a thousand unique pieces spanning centuries of writing history. These objects, originally created to accompany the daily act of writing, have evolved over time into repositories of memory, form, and imagination.

The inkwells on display include exquisite late 19th-century French specimens, such as a decorated porcelain inkwell featuring a pump system for leveling the ink, complete with brass wells and a shaped base. Another highlight is a chased bronze inkwell, embellished with the figure of a reclining girl and engraved floral motifs. Alongside these, hand-painted Italian ceramic inkwells offer a more domestic and artisanal perspective on writing. The collection also features pieces where function and storytelling merge, such as an early 19th-century ceramic inkwell in the shape of a French drummer boy. These small inventions bear witness to the profound connection between writing, imagination, and daily life.

The perspective then expands to the recent history of Italy with “Sanremo 76: the soundtrack of a nation,” an exhibition curated from the materials of the Intesa Sanpaolo Historical Archive and the SIAE Historical Archive. This exhibit presents the Sanremo Music Festival as one of the great collective narratives of the Italian Republic.

In addition, Mercanteinfiera Spring 2026 hosts a side exhibition organized in partnership with Automotoretrò: “Wings and steel: the metal legends of Abramo Miglioli,” curated by Cesare Ponchiroli. The protagonists of this exhibition are scale models of authentic Italian aircraft from World War II. These were built by enthusiast Abramo Miglioli, owner of a major mold-making workshop in Sassuolo, who dedicated years to replicating these vehicles. Within the setting of Automotoretrò—which this year expands to include new historical vehicles beyond just cars and motorcycles—space is also given to airplanes and their historical value, highlighting how they changed the perception of travel and the exploration of the skies.

The new edition of the event will also host the presentation of the book “Lucio c’è” by Marcello Balestra (Mondadori Electa). Curated and moderated by Miriam De Nicolò, Founder and Editor-in-Chief of SNOB Magazine, an editorial project dedicated to cultural exploration, the meeting serves as a journey into the memory and legacy of a singer-songwriter and poet who influenced generations and left an indelible mark on the Italian music scene.

Balestra, a prominent figure in the Italian music industry who served as Artistic Director of Warner Music for thirteen years and as the editorial and legal manager of the Dalla label since 1989, provides a portrait of Lucio Dalla that few know. He shares a firsthand account from someone who lived side-by-side with the artist, rekindling the emotions of lyrics that continue to resonate beyond their time

The Spring edition also confirms its schedule of talks, which is currently being finalized. This year, the program is enriched by a collaboration with the GU.PHO International Festival, which will explore the theme of anonymous photography within the Talk Area.

Completing the cultural program of Mercanteinfiera Spring 2026 is an in-depth panel curated and moderated by Miriam De Nicolò on the revitalization of “Made in Italy”. This represents the second chapter of a project successfully introduced in the previous edition. This investigation fits perfectly into the fair’s narrative of the Italian 20th century, tracing the journey from physical objects and material culture to the expertise and excellence that have made Italy synonymous with quality, creativity, and authenticity worldwide.

The panel will feature prominent institutional and business figures dedicated to the protection and promotion of Italian manufacturing excellence. Together, they will engage in a high-level dialogue weaving together economy, culture, and identity. It is a vital reflection for a time in which “Made in Italy” is viewed not only as an economic asset but as an intangible heritage to be preserved and passed on.

“With Mercanteinfiera Spring – states Brand Manager Ilaria Dazzi – we wanted to construct a narrative of the twentieth century through its objects and imagery. The side exhibitions are not merely thematic deep dives, but chapters of a broader story that spans television, sport, music, writing, and design. Different objects from different eras come together to become the keys to interpreting a rediscovered and shared memory”.

With approximately 1,000 exhibitors, thousands of unique objects, and an international audience of collectors, enthusiasts, and professionals, Mercanteinfiera, the international event for collecting, from antiques and vintage furniture to signature design, is more than just a trade fair; it is a living archive. It is a place where the twentieth century is not studied, but rediscovered.

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