As part of Vitrum 2021, the organisation has launched the initiative “Glass Is…The Qualities of Glass” to highlight the qualities and benefits gained with the everyday use of glass in objects formed through the know-how and technologies that helps the entire supply chain.

Visitors to the show will be able to access carefully constructed thematic journeys that are immediately traceable to the qualities of glass we encounter in objects of everyday use.

The project will be promoted through all the available communication tools at the show, on social networks and on the new Vitrum Life portal, with regularly updated news and interesting titbits.

Fabrizio Cattaneo Director of Virtum said: “One characteristic of good communication is immediacy; that is, the ability to make the message you want to convey engaging and clear to everyone.

If, through Vitrum, we aim to communicate the excellence of the glass industry, we must start with a message that everyone gets. In other words, the qualities of glass, or, even better, the benefits that each user gains from the use of glass products.”

Describing the project, he added: “Comparing and sharing input from industry players, we have pinpointed ten qualities that seem to express many of these benefits:


Every exhibitor at Vitrum 2021 will be asked to indicate the qualities that, directly or indirectly, trace back to their production.

These will be printed in the catalogues and on the exhibition maps, thus creating parallel themed pathways complementary to the Vitrum Specialised, that allow visitors to plan their time at the show based on their own interests.

“We want glass, along with the entire industry that derives from it, to become the star player at Vitrum.

“Of course, in part, it already is: machinery, technologies, accessories all have glass as their common denominator. But it is now time for the key guest to sit in the place of honour,” concluded Vitrum President, Dino Zandonella Necca, reiterating the reasons why this new project was launched.