GEE Milan

New Italian VT event displays style and substance.

The much-anticipated first edition of the Global Elevator Exhibition (GEE) was held in Milan, Italy, on November 15-17, 2023, and welcomed a sizable, enthusiastic and international crowd. Focused on the vertical-transportation (VT) industry, GEE was created in response to what its organizers say are “the concrete needs of a constantly developing market.” Italy’s VT sector is one of the largest in the world and, indeed, has a long and storied history. According to data from Italian VT association ANACAM, it generated a turnover of EUR3.8 billion in 2022, and directly employs 19,000 workers in 1,900 companies throughout the country. Development of an event that could gather major Italian companies along with key global players in the market, coupled with a conference program, was set in motion several years ago. At long last, it came to fruition late last year, proving itself substantive and instantly relevant. 

GEE’s first iteration was unique among VT trade shows in that it was part of a much larger event organized by the Milan International Building Alliance (MIBA), which brought together GEE and three additional trade shows under one roof for three days. The expositions were held at the modern, expansive Fiera Milano, where GEE was joined by MADE Expo, Italy’s leading international event for innovative and sustainable building and enclosure solutions; Smart Building Expo, a home and building automation and technological integration event; and Sicurezza, Italy’s leading trade fair event and one of the first in Europe dedicated to security and fire. According to MIBA, “the synergy between similar sectors was successful, offering an integrated and innovative vision of solutions to address the energy and digital transition of buildings and cities.”

Combined event numbers revealed 80,000 visitors from 111 countries with more than 1,350 companies present. Of that, GEE welcomed 118 exhibitors from 13 countries, including Italy, Türkiye, China, France, South Korea, India, the U.S., Germany, Austria, Switzerland, Greece, the Netherlands and Spain. Twenty-five percent of GEE visitors were international, while the rest came from Italy. In addition to the trade show, GEE offered a three-day conference program focused on the themes of innovation, sustainability and regulations. VT industry experts, including representatives from Italy’s main associations and certification bodies, weighed in on each subject through lively panel discussions and informative individual presentations. 

The three-day event kicked off with MIBA’s inaugural conference, the Building Innovation Forum. Moderated by Radio24’s Anna Migliorati, the 2-h forum welcomed a host of local and regional government officials, along with global business, economic and policy experts. The wide-ranging discussions delved into many facets of the future of the built environment in Italy and beyond, while touching on Milan’s position as the first Smart City in Italy and the “European capital of 5G.” A ribbon-cutting followed the forum, officially opening all four trade shows.

Trade Show and Conference Program

GEE attracted OEMs, including Schindler, KONE and TK Elevator, which exhibited with sizable booths. Major Italian and global companies, including Sicor, Millepiani, Monteferro, KLEEMANN, Fermator, Prisma, NBSL, Stannah, Doppler, DMG, OmarLift and so many more were in attendance. Many companies had elaborate and interactive booths accompanied by team members who were available to help demonstrate and discuss their latest products. The trade show floor saw a steady flow of visitors, some of whom were there specifically for GEE, while others walked its aisles after coming from one of the neighboring shows. It proved easy enough (and certainly interesting enough) to walk through all four shows, and there was plenty to take in everywhere. From AI and virtual reality to sustainable products and services, it was a bonanza. While GEE was busy on day one, the show got increasingly so over the following two days. Several exhibitors expressed how pleased they were with the traffic, as well as the productive conversations and meetings they had throughout the show.

The conference program, which ran for the full three days, was held in two pavilions on the show floor. Most sessions were standing room only, and while some ran long, no one complained. The caliber of the panelists and presenters was impressive, and the knowledge they imparted valuable. The opening roundtable, titled “Market Trends: The future of vertical mobility 2023-2033: What are the prospects for development?” addressed the VT sector broadly, touching on its challenges and opportunities. Panelists included members of ANACAM, ANICA, ANIE AssoAscensori and the European Federation for Small and Medium-sized Enterprises. The roundtable’s breadth and depth set the tone for what was to come.

The following session focused on regulations. Titled “The impact of the European and Italian regulatory framework on supply chain, new regulations and quality standards between innovation, safety and sustainability,” it covered regulations affecting the sector and the related opportunities for business development and the creation of new prospects. 

A sampling of sessions on the following days included:

• “Accessibility and Inclusiveness: Rethinking places and buildings”
• “Digitalization of Lifts: A route for innovation and sustainability”
• “Regeneration, Efficiency and Sustainability: What are the opportunities offered by the programs related to the new incentives for energy efficiency in buildings and for overcoming architectural barriers?”
• “Predictive Maintenance for Elevator Gearless Traction Machines”
• “New Technologies to Make Buildings 4.0 More Inclusive, Safe, Digital and Sustainable”

A Social Aspect

While there was plenty of knowledge-sharing and business meetings to be had, GEE did provide its guests with plenty of entertainment as well. On the first evening, exhibitors from all four trade shows were treated to a reception in the grand foyer of Fiera Milano, complete with food, drinks and high-energy music. While other members of the ELEVATOR WORLD team enjoyed the reception, your author accepted an invitation to join a press tour to Sforza Castle, a grand medieval fortification built in the 15th century by the Duke of Milan situated in the center of the city. Nearly 30 press members enjoyed a special guided tour of the castle’s maze of tunnels followed by an intimate reception on the castle grounds.

Outside of GEE’s main events, there were evening gatherings organized by some participating companies. EW was lucky enough to be invited to The Circle 2023: A Night with Sicor. The elegant black-tie gala, held at an upscale venue in the heart of Milan, featured excellent cocktails, food, music and company. It was an unforgettable and inspiring night. The following day, your author participated in a tour of Sicor’s factory in picturesque Rovereto, two hours from Milan at the southern edge of the Italian Alps. The company’s many innovations were on full display, and it was exciting to see them in action. It was an educational and enjoyable experience, enhanced by Sicor’s amazing hospitality.  

GEE delivered three very packed days to its exhibitors and visitors. According to organizers, the event was intended to present “a unique opportunity for Italian and international companies and operators to compare notes: an important opportunity to explore the best in technologies, materials and solutions for the sector.” For a first-time event, it hit its mark and then some. Preparations are already underway for GEE’s next iteration, to be held at Fiera Milano on November 19-21, 2025.