Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.
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Born in 1976, Euroluce has been illuminating the showcase of the Salone del Mobile.Milano every other year. As of the 2007 edition, thanks to an accord among the various trade associations in the field, Euroluce is now the only such event in Italy, and the premier lighting show at the international level. It is also the world's most complete expo of lighting systems, covering everything from outdoor, indoor and industrial lighting to equipment for entertainment and public events to the latest innovations in lighting systems and light sources.
Visitors 2013 92,674 Italian and 193,024 foreign (global statistics of 2013 exhibitions: Salone Internazionale del Mobile, International Furnishing Accessories Exhibition, Euroluce, SaloneUfficio)
Exhibitors 2013 289 Italian, 196 foreign