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Wega HOST 2017: find out how it went!


Wega was present at the 40th edition of HOST, the international fair for the hospitality profession and the world’s leading exhibition in the Horeca sector. The show took place from 20 to 24 October in the pavilions of the Fiera Milano exhibition centre in Rho, Milan.

“Once again, our presence at Host was an important opportunity to improve the visibility of the brand and to show off our products to an international audience. We’re very happy with the experience and the results,” says Paolo Nadalet, Managing Director of Wega.

Wega received a huge amount of positive feedback from customers and industry experts on the machines on display, and in particular on the My Concept, the flagship machine of the Green Line range; the fun and funky IO with its vivacious colours that bring to mind a modern, neon take on the Italian flag; the Polaris, a high-performance machine with futuristic bodywork enhanced with a play of LED lights on its side panels; the Vela Vintage, a real cult object among baristas who still prefer to prepare espresso using a traditional lever-operated machine; and the beautiful but functional Mininova Classic, which brings elegance and versatility to any space, doubling as a decorative object.

In conclusion, Host was the perfect launch pad for the new visual communications programme “Wega Dreamers”, designed to showcase the brand and its different collections, using words and images to communicate the exciting Wega offering. A powerfully evocative and moving campaign based on the central theme of dreams, as Nadalet explains:

“Dreams are a part of our life and they make it complete. Who never had a dream and tried to realize it?
Dreams inspire us. They transform our present life making it more lively and real. For this reason we selected seven people that in their life took the risk of dreaming to reach their goals.
They are normal people but special at the same time.They are women and men who created extraordinay stories, pursuing the excellence. Exactly like us, at Wega.
Believe in yourself, believe in a project and never stop dreaming, because no dream is ever just a dream.”

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