Expo to expand space, update show's image
By Powell Slaughter -- Furniture Today, February 29, 2004
GAUDALAJARA, Mexico — Expo Guadalajara, home of Mexico's largest furniture show, Expo Mueble Internacional, plans to expand its exhibition space from 280,000 square feet to more than 430,000 square feet.
Construction on the addition, which will cover an area used mostly for parking now, should be complete within two years.
Expo management laid out their plans at a breakfast meeting with shareholders and major exhibitors during the recent Expo Mueble show here.
"We lay the groundwork for the future in the present," said Leonardo Placencias, president of Guadalajara retailer and manufacturer Muebles Placencias, and board member of Expo Guadalajara and AFAMJAL, the organizer of Expo Mueble. "The certainty of enough world-class space is necessary for an exhibition of the level we need."
Market organizers also introduced a new image campaign anchored buy a new logo and an effort to promote participation in Expo Mueble's August show, which traditionally has fewer exhibitors and lower buyer attendance than the February edition.
A new chair-shaped logo is used in promotional materials with themes related to chair function and also used in the context of exhibitor and buyer support, such as "respaldo," or backing, and "comodidad," or comfort, as it relates to a professional and secure facility.
Show organizers said they'll work hard to draw buyers and exhibitors to the summer show. In light of the expansion plans, they want to get as full a utilization of Expo Guadalajara's capacity as possible.
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