Far from being limited to organic growth in figures, MIR – Multimedia Integration Expo continues to consolidate a more relevant evolution: its progressive transformation into an operational node within the European ecosystem of audiovisual technology and entertainment.
The 2026 edition, held in Rimini, has confirmed this trend with a strong market response. The event brought together more than 140 exhibitors and 250 brands across 10 halls and over 40,000 m² of exhibition space, also recording a 15% increase in international attendance.
Beyond volume, the significant factor is the qualification of visitors and the growing focus on professional profiles linked to integration, specification, and decision-making.
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Historically linked to the Italian market—one of the most dynamic in AV installation in Southern Europe—MIR is moving beyond this national framework to position itself as a regional intersection point, attracting operators, distributors, and integrators from neighboring markets and progressively expanding its European reach.
This repositioning takes on particular relevance in the current European trade show context. The loss of centrality of historic platforms such as Prolight + Sound has led to a redistribution of the landscape, where different events are taking on more specialized roles. In this fragmented scenario, MIR is gaining traction as one of the convergence points in Southern Europe, particularly in technical production, live events, and audiovisual integration.
an experiential ecosystem focused on real-world application
The 2026 edition has strengthened its experiential character with a program of 114 events over three days, including Live You Play stages, immersive rooms, and demo areas such as Sound Power, where technologies are presented in real usage contexts. This focus on practical application responds to a clear market demand: environments where solutions can be evaluated under operational conditions, not just exhibited.
The debut of MIRILLUMINO, a format specifically for lighting design, reinforces this direction by integrating culture, aesthetics, and technology into immersive proposals that extend the event’s scope beyond products.
Audiovisual integration: from emerging vertical to structural axis
One of the most relevant vectors in MIR’s evolution is the consolidation of the audiovisual integration area. Initiatives such as AV Connect, focused on system integration, have demonstrated strong market acceptance, structuring the discussion through roundtables and technical content addressing current industry challenges.
The offering is no longer limited to standalone devices but reflects an ecosystem oriented toward complete solutions: corporate and educational environments, as well as hybrid spaces where videoconferencing, centralized control, digital signage, and remote management converge. This approach responds to the evolution toward IP-based AV architectures, where scalability, interoperability, and integration with IT environments are key elements.
At the same time, software continues to gain weight within the AV ecosystem. Monitoring, control, and analytics platforms are redefining the value proposition, shifting the focus from hardware to long-term manageable solutions.
Training, networking, and sector specialization
The event has also strengthened its role as a space for training and networking, with 35 conferences, masterclasses, and technical sessions aimed at professional development. This educational component, aligned with the strategy of Italian Exhibition Group, contributes to generating value beyond the exhibition, facilitating knowledge updates and exchange among professionals.
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At the same time, specific segments such as MIR Club continue to consolidate as specialized meeting points—in this case, for the DJ and clubbing sector—expanding the event’s coverage across different verticals of professional entertainment.
A trade show in the process of strategic consolidation
MIR Tech Expo is not only expanding its scale but also redefining its role within the market. Its evolution points toward a more transversal model, where audiovisual integration and entertainment converge in an environment focused on real-world applications and effective interaction between manufacturers, integrators, and end users.
In a context of redefinition of the European trade show landscape, its trajectory suggests progressive consolidation as a relevant platform in the southern axis of the continent, particularly in those segments where AV integration plays a central role.
