Just hours before the gates of Verona Exhibition Centre open for the landmark 60th edition of Marmomac (September 22–25, 2026), Mr. Federico Bricolo, President of Veronafiere, speaks exclusively to Stonenews.eu.
In an in-depth presidential interview, Mr. Bricolo reflects on six decades of transformation—from Marmomac’s humble beginnings in 1961 as a regional stone gathering in Sant’Ambrogio di Valpolicella to its status today as the unchallenged global epicenter for natural stone, processing machinery, and architectural design. He discusses the strategic significance of the 60th anniversary edition, the debut of new cultural and sustainability hubs like The Bedrock and the International Award for Sustainable Excellence, the international expansion through Marmomac Brazil and emerging global markets, and his vision for driving the natural stone sector into its seventh decade.
This year marks a historic milestone for Marmomac, with its 60th edition celebrating six decades of history and evolution. Looking back at these six decades, what is the strategic importance of Marmomac for the global natural stone industry today, and what unique qualities have enabled it to maintain its position as the world’s leading exhibition for the sector?
Sixty editions are an important achievement, but above all they tell the story of Marmomac’s ability to grow and evolve together with the natural stone industry.
Marmomac has deep roots in its territory. It began in 1961 as a small exhibition in Sant’Ambrogio di Valpolicella, an area with a centuries-old tradition of quarrying and processing natural stone. From there, it gradually expanded, moving to Verona in the early 1990s and developing an increasingly international profile. What started as a local initiative serving a highly specialised production district has become the world’s leading platform for the entire natural stone supply chain.
Today, Marmomac is not simply a marketplace. Its strength lies in its ability to represent the entire industry: from quarrying to processed stone, from machinery and technologies to architecture, design and professional education. It brings together companies, buyers, designers, institutions and research within the same platform.
Its history is rooted in a local production district, but its perspective has become truly global. This combination of industrial identity and international reach is one of the reasons why Marmomac has remained relevant for sixty editions.
What should we expect from this landmark edition of Marmomac in Verona? What special events, technological innovations, or strategic collaborations will distinguish the 60th edition and celebrate its legacy?
The 60th edition celebrates Marmomac’s history, but its focus is firmly on the future. The programme reflects the transformation of the natural stone industry through business, technology, architecture, research and sustainability.
A major new feature is The Bedrock, the new cultural and design hub in Hall 10, bringing together exhibitions, experimentation and talks with leading international figures, including Carlo Ratti. Technology remains one of Marmomac’s defining strengths, with machinery, automation, robotics, artificial intelligence and digital fabrication playing an increasingly important role in the exhibition.
Sustainability has an even stronger profile this year with the launch of the International Award for Sustainable Excellence, developed with the University of Verona. The award recognises innovation across Machines & Plants, Tools, Software, Chemicals and the special Eureka Award, highlighting solutions that improve environmental performance, production efficiency and resource use.
The international business dimension is equally important. More than 1,300 exhibitors from 54 countries will be present, while Marmomac normally attracts around 50,000 professional operators from 140 nations. For this edition, Veronafiere, ITA – Italian Trade Agency and Confindustria Marmomacchine have selected and invited around 450 top buyers, architects and professional operators from 58 countries.
The anniversary therefore celebrates our legacy by doing what Marmomac has always done: creating new connections between companies, markets, technologies and ideas.
Natural stone is increasingly recognized for its durability, circularity, and comparatively low embodied carbon. How is Marmomac helping the industry communicate these environmental qualities and strengthen the role of natural stone in sustainable architecture?
This is one of the most important challenges for the future of the sector. Natural stone has characteristics that are highly relevant to sustainable construction, including durability, potential for reuse and a long service life. But today it is not enough to say that a material is sustainable: its environmental performance must increasingly be supported by reliable and scientifically robust data.
This is why Marmomac supports research and initiatives aimed at strengthening the scientific basis for measuring and communicating the environmental performance of natural stone.
At Marmomac 2026, this discussion continues through topics such as waste reduction, ESG principles and research into how digital design, new construction systems and a more efficient use of stone resources can reduce material consumption and open up new architectural applications. The recovery and reuse of stone offcuts, processing waste and stone dust are also becoming important fields of experimentation.
Technology is fundamental to this transition. More efficient machinery, advanced fabrication processes and a more responsible use of resources can improve the environmental performance of the entire value chain. Marmomac’s role is to connect scientific research, industrial innovation and architectural culture, so that the environmental qualities of natural stone can increasingly be demonstrated with facts.
In recent years, Marmomac has placed great emphasis on architecture and design through initiatives such as The Plus Theatre. How important is it for the exhibition to strengthen the connections between stone producers, technology providers, and the global architectural and design community?
It is essential. Today, competing internationally is not only about quarrying and processing high-quality natural stone. It is also about understanding how the material can respond to the needs and languages of contemporary architecture and design.
This is a path Marmomac has been developing for many years. In 2026, The Bedrock represents the evolution of The Plus Theatre, building on its experience and expanding the dialogue between industry, technology, architecture, design and research. It creates a space where companies and their technical expertise can interact directly with architects, designers and researchers.
The programme reflects this approach through different fields of investigation: Raffaello Galiotto explores the relationship between natural stone, digital design and advanced fabrication technologies; Joseph Grima examines its role in contemporary architecture; Davide Fabio Colaci investigates its potential in interior architecture; while Giuseppe Fallacara brings university research and new structural applications into the discussion.
Together, these perspectives demonstrate how material knowledge, technological innovation and design research can generate new applications and new value for natural stone.
This is the role Marmomac wants to play: not simply showcasing what the industry already produces, but creating the conditions for companies and designers to explore new possibilities for building and designing with natural stone.
Beyond its international significance, what is Marmomac’s direct economic impact on the city of Verona and the wider Veneto region? How does the exhibition contribute to strengthening the local business ecosystem and hospitality sector?
Marmomac has a very direct relationship with the economy of its territory. The Veneto stone district includes around 600 companies and 4,000 employees and accounts for approximately 25% of Italian exports in the sector. Around one hundred companies from the region traditionally exhibit at Marmomac.
But the impact goes well beyond the industrial supply chain. An event that brings around 50,000 professionals to Verona, with visitors coming from 140 countries, naturally generates demand for hotels, restaurants, transport and services throughout the city and surrounding area. This international presence creates business not only inside the exhibition centre, but across the wider hospitality economy.
There is also a less immediate but equally important effect. Marmomac brings decision-makers, architects and entrepreneurs into direct contact with Verona and the Veneto region, strengthening their international visibility as both a production district and a business destination.
This relationship is also reflected in Marmomac and the City. By bringing the exhibition into the historic centre, we create a connection between the international professional community attending the fair and the city itself, while at the same time making the culture of natural stone accessible to residents and visitors.
How has the profile of professionals attending Marmomac evolved in recent years? What changes are you observing in the composition and expectations of exhibitors and visitors, particularly with the growing involvement of architects, designers, and technology professionals?
The audience has become broader and more specialised at the same time. Quarriers, stone processors and fabricators, machinery manufacturers, distributors and international buyers remain at the core of Marmomac, but we are seeing increasing participation from architects, designers, engineers, contractors, developers and technology specialists.
Their expectations have also changed. Professionals are not looking only for products; they want solutions, technical knowledge and qualified business relationships. They want to understand material performance, how new technologies can improve fabrication and production, and how natural stone can respond to contemporary architectural requirements.
This is also why the quality of attendance matters increasingly. In Marmomac’s professional audience, 82% of attendees are involved in purchasing decisions. Our task is not simply to increase visitor numbers, but to bring companies into contact with the right people.
We therefore have to connect these different communities, combining the commercial exhibition with technology, education, international buyer programmes and high-quality cultural content.
Veronafiere has successfully expanded the Marmomac brand into South America with Marmomac Brazil. What drove the decision to establish a presence in this market, and how does Marmomac Brazil complement the Verona exhibition and strengthen the brand’s overall global platform?
Brazil is a strategic market for Marmomac. It is one of the world’s leading producers and exporters of natural stone, with a highly developed supply chain spanning quarrying, stone processing and fabrication, and strong connections with major international markets. Veronafiere also has long-standing direct experience in the country.
The evolution of Vitória Stone Fair into Marmomac Brazil, together with the move to São Paulo, was designed to strengthen its international reach and create a platform connecting the Brazilian industry with markets throughout the Americas and beyond.
The relationship with Verona is complementary. Verona remains the global flagship event, while Marmomac Brazil gives us a strategic presence in one of the world’s major natural stone production areas.
We do not see international events as competitors to Verona. They are extensions of the same platform: they allow us to stay closer to companies and markets throughout the year and ultimately bring new relationships and opportunities back into the Marmomac ecosystem.
Looking ahead, how do you view the potential for further international expansion of Marmomac or other Veronafiere trade fairs into emerging markets? Which regions do you consider particularly important for future growth, and why?
International expansion has to follow the geography of the industries we represent. It is not about placing a flag in as many countries as possible, but identifying markets where our brands can create real opportunities for companies.
The United States will remain fundamental for natural stone, particularly for processed Italian products, and Brazil is already one of the pillars of Marmomac’s international strategy. But the geography of growth is becoming broader.
Asia deserves particular attention. India is already the world’s largest stone exporter in terms of volumes and its exports increased significantly in 2025. It is also one of the emerging economies with the strongest growth outlook. Vietnam is another market being closely monitored for stone technologies.
The Gulf is another strategic area. Saudi Arabia and the United Arab Emirates combine major construction investment with demand for stone, technology and high-end architectural solutions.
North Africa is also relevant, particularly Algeria and Egypt, while Mexico can act as an important platform within the wider American market. The 2026 international programme for the Italian stone and technology industry includes Mexico City and Algiers, with further initiatives planned in Cairo.
For Veronafiere, internationalisation does not necessarily mean replicating a full-scale exhibition everywhere. Depending on the market, the right instrument may be an event, a roadshow, a buyer programme or professional education. The objective remains the same: to be present where demand develops and create new opportunities for companies.
Beyond Marmomac, Veronafiere organizes a major portfolio of international events across a wide range of sectors. How important is Veronafiere’s role in promoting the “Made in Italy” brand internationally and supporting the broader Italian economy?
It is one of our core functions. Veronafiere is not simply an exhibition venue. We directly develop and organise our events, working throughout the year with companies and the industries they represent.
This model has allowed brands such as Vinitaly, Marmomac, Fieragricola, Fieracavalli, Samoter and Progetto Fuoco to develop strong identities within their respective sectors. Around 90% of Veronafiere’s revenues come from proprietary events: this means that our business is closely linked to the development of the industries we serve.
Promoting Made in Italy internationally means turning the reputation of Italian production into concrete business opportunities. We do this by attracting buyers and operators to Italy, but also by taking our brands abroad and working alongside the national export-promotion system.
The collaboration with ITA – Italian Trade Agency, ministries, embassies and Chambers of Commerce is therefore essential. A trade fair can become an economic and institutional platform capable of supporting companies as they enter new markets.
The figures show why this matters. According to AEFI (the Italian Exhibition and Trade Fair Association), companies participating in sector exhibitions generate revenues 12.6% higher than non-exhibitors and obtain on average 30% more qualified commercial leads than through other marketing activities. Trade fairs remain an important part of the infrastructure supporting Italian companies and exports.
The global trade exhibition model has undergone significant transformation in recent years. In your view, what are the main trends shaping the future of trade shows, and how is Veronafiere adapting its strategy to remain at the forefront of this evolution?
The biggest change is that companies no longer measure a trade fair simply by the number of visitors or square metres sold. They expect qualified contacts, selected buyers, technical content, digital services and, increasingly, a measurable return on investment.
This changes the role of the organiser. A modern exhibition has to operate as a platform throughout the year. It has to understand where demand is developing, profile international buyers, create effective matching and help companies transform contacts into business opportunities.
Internationalisation is part of the same process. It is no longer sufficient to wait for international demand to arrive in Verona. We have to be present in strategic markets, develop relationships there and then connect these markets with our exhibitions in Italy.
Digital tools are also important. They can improve matchmaking, follow-up and the measurement of results, and artificial intelligence will make these processes increasingly sophisticated. But digital technology does not replace the physical exhibition. It makes it more effective.
This is especially true in sectors such as natural stone. Seeing a material, touching its surface, watching a machine operate and speaking directly with the person behind a technology remain fundamental parts of the decision-making process.
The future of trade shows is therefore not less physical. It is a more continuous, targeted and measurable relationship between the physical event and everything that happens before and after it.
As Marmomac celebrates 60 years, what is your personal and institutional vision for the exhibition as it enters its seventh decade?
Our responsibility is to respect these sixty years of history without being constrained by them.
Marmomac became the world’s leading event for natural stone because it evolved together with the industry, and it must continue to do so. In its seventh decade, I see it becoming even more international and increasingly capable of connecting business, technology, architecture, research, education and sustainability.
Natural stone is one of humanity’s oldest building materials, but this does not make it a material of the past. Centuries of knowledge can today interact with digital design, advanced engineering, digital fabrication, new processing technologies and environmental research.
This is also why investing in education and the next generation of architects and designers is so important. Marmomac Academy has been working in this direction for many years, building relationships with international professional organisations and taking training activities beyond Verona, from São Paulo in Brazil to Poznań in Poland, with Hungary also scheduled for 2027.
We want younger generations of designers to see stone not simply as a material inherited from architectural history, but as a living material for contemporary and future architecture.
Verona will remain the place where the global stone community meets. Marmomac’s role will be to continue bringing that community together and helping the industry understand where it is heading next.
