by Eva Desiderio
“They were difficult years, but we always worked with commitment and passion”, says Lorenzo Becattini, president of Firenze Fiera in the studio flooded by the sun of Villa Vittoria among furniture from the Thirties and ‘loaned’ works of art by the main Tuscan and Florentine artists ad hoc to embellish this beautiful space where the main ideas for the International Crafts Exhibition (MIDA) blossom every year, which for this 88th edition has also been full of beauty and artisan excellence. This fascinating word of craftsmanship, which tells of the work of mind, heart and expert hands, rediscovered in recent years by many, led by the large international luxury groups, which finds its ideal cradle in Florence and in particular in this MIDA fair, which every time gives priority to the know-how that must move from too many words to concrete facts. And Firenze Fiera has always been committed to this task of concreteness and support of many entities and today more than ever.
President Becattini, what is the situation at Firenze Fiera?
“They have been difficult years, but in a month we will approve the company’s financial statements with a 2023 production value that has reached 20 million euros. Firenze Fiera has therefore grown – says president Becattini, long-time politician in the Democratic Party, economist , university professor and former parliamentarian – from 18.5 million euros in 2019, pre Covid. Today we are in clear recovery, the world has awakened, conferences have grown and the attractiveness of Florence confirms itself as a splendid vector of projects and initiatives. “.
How is the work on the Bellavista Pavilion at the Fortezza da Basso progressing?
“They started last July and are continuing. According to the plan, the works should end at the end of 2025, but two weapons of war were found under the walls and the Superintendency’s investigations are underway. I think it will be inaugurated at the beginning of 2026. It will be a new location for our 2500-seat district, also adaptable to a space for trade fairs. Therefore, an important and strategic resource for the congress sector must be retained and encouraged to come to Florence, and this will be one of the commitments of the new administration We need to think about hospitality packages for conference attendees. And we also need to think about the city system.”
How many events and fairs are followed and organized by Firenze Fiera?
“The direct fairs are DIDACTA, which literally exploded in the last edition, and MIDA, the indirect fairs of Pitti Immagine, Taste, Danza in Fiera, Immagine Italia, Maredamare, Firenze Home Textyle, the Biennial of contemporary art. Without forgetting the large national and international conferences hosted in our spaces”.
And now let’s talk about this eighty-eighth International Craftsman’s Exhibition which last year recorded 65 thousand visitors…
“We hope to exceed this figure! The number of artisans in the Fortezza has increased this year, we are at 530, an increase of 18% compared to 2023. On 34 thousand square metres. The international part is no exception, having gone from 28 to 32 countries represented at the Cavaniglia and the Spadolini on the lower floor. What we want is for it to be a quality fair while remaining popular, which is why the ticket is 8 euros to allow families to visit, with many facilities. Ours is proudly a democratic fair, with spaces of experiential workshops to make visitors dream”.
Did you also have the sustainability certification?
“Yes, ISO 20121, so our big event is sustainable.”
Is the ninth edition of the Art and Restoration Exhibition also taking place at the same time?
“And this is still great news. Alongside the Ministry of Italian Culture, companies and important entities linked to the world of cultural heritage are also participating. A fundamental combination for our high craftsmanship and for the attractiveness that it is once again exerting on young people. generations, who are rediscovering the beauty of manual and manufacturing work, a sign of beautiful contemporaneity which I am sure will bear good fruit”.
And then there are many collaborations?
“Of course. Many important partnerships that enrich the fair. There is the Florence Chamber of Commerce – which contributes 50% of the cost of the spaces for exhibitors in Florence and the metropolitan area – the Municipality of Florence, the Tuscany Region with Artex, the Ente Cassa di Risparmio Foundation with Oma, PromoFirenze, Unicoop with its Cooking Shows, the Corte dei Sapori on the central square of the Fortress and many other realities and experiences. In short, an International Crafts Exhibition as a magnificent showcase for Florence , Italy and the world”.
