Marketing strategy is perfect.
Paolo Venini understands that stubbornly closing in on the defence of production tradition is anachronistic and penalising both for the sector and the district. Taking advantage of the great cultural, artistic and technological ferment of the moment, he breaks with traditional stereotypes by focusing instead on stylistic, experimental and technical research.
The exhibitions and fairs (the social ones of that time):
since '23 Venini presents his collection at the 1st International Exhibition of Decorative Arts in Monza. in '26 at the 15th Venice Biennale, at the Triennale in Milan, at the Quadriennale in Rome and at the exhibition in Turin.
Exhibitions and fairs are, first of all, sales and verification channels and, on several occasions, updating channels.
They are excellent communication tools on a par with the museums of Stockholm and New York, which have been exhibiting his works since the 1930s.
To be continued