Fairs and events   |

Indoor map by Situm to boost visitor experience at SPS Italia by Messe Frankfurt Italy  

SPS Italia, the largest trade fair for Automation and Digitalization of Industry held in Italy, hosted by Messe Frankfurt in Fiere di Parma, experienced a notable increase in attendee engagement and satisfaction, thanks to its innovative wayfinding solution. Runelab, a leading provider of digital event solutions, seamlessly incorporated Situm’s indoor mapping solution into the event’s official website and app. This digital enhancement garnered significant praise from the attendees, with usage rates far exceeding initial forecasts. 

With over 800 exhibitors, 38,713 visitors, and more than 130 talks, lectures, and round-table discussions, these figures highlight the importance of the recent Smart Production Solutions trade fair in Parma. This annual event has become the premier gathering for the industrial automation sector, attracting professionals from across the industry. 

A responsive interactive map for multiple devices 

The implemented indoor mapping solution has a clear focus on delivering a seamless and user-friendly experience to event attendees, be it through their laptops or smartphones. It offered a detailed, interactive layout of the venue, making navigation for attendees easier and more intuitive. 


With this integration, the cumbersome task of finding exhibitor booths, keynotes or services within the vast event space is a thing of the past.

The map will allow users to find their destination, either on the map or in the search box, which can also filter by categories.

Users can also use the map to access detailed multimedia information about any service or exhibitor.

A new way to experience tradeshows 

Thanks to this new digital wayfinding tool, the visitors’ experience at an event with so many visitors change radically, offering a range of benefits: 

  • Enhanced Navigation: Attendees found it easier to locate different exhibitors, session halls, and amenities, thus saving time and enhancing the overall event experience. 
  • Improved Planning: With the indoor map, attendees could plan their route and day in advance, ensuring they didn’t miss out on any important sessions or exhibitors. 
  • Efficient Networking: The solution made it easier for attendees to find and connect with peers, making the networking process smoother and more beneficial. 

The surpassing of usage rate expectations indicates that attendees found significant value in this feature. On average, each visitor used the application four times throughout the course of the event. 

“Feedback from our attendees has been incredibly positive,” said Lorenzo Poletti, IT & Digital Solutions Director at Messe Frankfurt Italia. “The Situm indoor mapping integration enabled attendees to plan their route through the event with ease, saving them time and allowing them to visit as many exhibitors and events as possible” 

Better Insights and new revenue possibilities  

The benefits of Situm’s system go beyond the end user and extend to other areas of the organization such as marketing, facilitating the commercialization of different promotional solutions related to the map and providing valuable information related to the interaction of visitors with the app and the space. 

The collaboration between Messe Frankfurt Italy, Runelab and Situm has been a substantial enhancement to the digital landscape of SPS Italia. With a future full of potential, all companies are excited about the possibilities this will bring to further enhance the experience for visitors and event organiz

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