b'SHOWS THE LAB- 5 RETAILTHEWRAP-UPWENTGROWNTRENDS SWEET DARK QUESTION SPOTlike Zoom and Microsoft Teams, appointments and trunk shows are present-ed virtually, and most of the industrys confer-ences have moved online for 2020.So it stands to reason trade shows wouldfollow suit. When the decision was made to cancel the 2020 Watches & Wonders event, Lupo says FHH knew immediately it would have to reinvent itself to have any kind ofGoing forward, trade show organizers will implement various practices to keep attendees and exhibitors safe. The Italian Exhibition Group (IEG), for presence this year.example, launched #SafeBusiness, enabling its shows to be organized in compliance with public health regulations and protocols in Italy.The association fast-tracked development of an online platform that launched at the sameThere is so much well as learn and network.time the physical event wouldve taken place uncertainty right Audrain, from the Society of Independent in Geneva.now, and there isShow Organizers, predicts the industry will see Lupo says WatchesandWonders.com has beenno way to speculatemore tools enabling exhibitors and attendees very successful so far, offering anyone whosto focus their time more effectively on the interested access to the latest from several Swisson what the comingmeetings, products and services theyre most watchmakers.months will bring; interested in.For sure, the pandemic has accelerated thisnone of us has a DuBois, with the International Association phygital approach for the shows. crystal ball. of Exhibitions and Events, says hes noticed an But while the industry has to be digital, Lupoinflux of virtual event tools.believes shows and exhibitions are still necessary Gannon Brousseau,When interviewed in late spring, he esti-to allow people to touch and feel the product, asEmerald Expositionsmated two dozen new technology companies Continued on page 1412 MARKET ISSUE 2020'