Regional Stands at BMT Naples 2025

The Borsa Mediterranea del Turismo is the trade fair at the Mostra d’Oltremare in Naples that brings together tourism supply and demand. For its 28th edition, in 2025, VM Live built the stands for three Italian regions — Campania, Calabria and Emilia-Romagna.

The scope of work covered construction and rental. In the tourism sector, the exhibition stand becomes a tool for storytelling and destination marketing, and this translates into a specific production brief: structural and decorative elements that reflect the distinctive character of each region, with materials and finishes that evoke local landscapes and traditions. VM Live’s in-house carpentry workshop produced these elements to measure, creating dynamic display routes and dedicated themed areas for each stand.

The architectural elements incorporated spaces for displaying local specialities, meeting areas and tasting zones: environments designed to encourage interaction with visitors and industry professionals, who are the real target audience at BMT.

Alongside the construction work, VM Live supplied specialist equipment for rent: lighting systems, audiovisual systems for multimedia presentations and interactive technology solutions. Having its own stock of furniture and technology made it possible to complete the exhibition stands with additional elements without relying on external suppliers, saving both time and costs.

Of the three exhibition stands, the one for the Calabria Region is documented in detail. The design conceives it as a large piazza, a symbol of conviviality and exchange, wrapped in a vibrant set design and located in Hall 4. The 4-metre-high perimeter walls are covered with large-format graphics featuring the region’s logos.

The visual impact is amplified by a 12 m² LED wall installation positioned along the main aisle, showing high-definition images of the Calabrian landscape, while a second LED wall on the side plays promotional content on a loop. The interior layout includes a central info point, display desks with small tables and linear counters, each dedicated to a Calabrian co-exhibitor — public bodies, private companies and tourism consortia — along with customised institutional areas, a storage room and cloakroom, and a private office with a small lounge, accessible separately, for business meetings. Typical Mediterranean plants and greenery complete the space.

The Calabria Region project was carried out with an explicit commitment to sustainability, and the choice of materials reflects this in concrete terms. The load-bearing structures are made of lightweight, modular hollow-core timber, easy to dismantle to encourage reuse and reduce waste; the vertical and horizontal surfaces are made of FSC-certified wood panels; the carpet is made from recycled PET, produced with regenerated plastic; the lighting uses low-energy LEDs; and the graphics are printed with water-based inks, free from harmful solvents.

For a public-sector client, this isn’t a matter of image but a requirement, and it has a practical consequence in the final stage: dismantling was managed with material recovery and particular attention to reuse, closing the loop that the modularity of the structures had made possible from the outset.

The exhibition stand design and graphics are by the Rome-based studio archilab srl. VM Live acted as the executive partner, handling production in its in-house carpentry workshop, installation, equipment rental and technical management: from LED wall calibration to video content synchronisation, with a team on hand throughout the trade fair.

The collaboration with archilab continued at the following edition, with the stands for the Emilia-Romagna Region and the Calabria Region at BMT 2026.