With WeSec at MiCo and Bricoday At the Rho Exhibition Center, many companies are looking for additional venues for meetings, workshops, and product demonstrations during the event days—a separate space where they can continue the conversations started at the fair with greater privacy.
WeSec and Bricoday 2026: Two Must-Attend B2B Events
Although the two events cater to different sectors, they share the same dynamic: during the trade show, exhibiting companies and trade visitors need more private spaces than their booths can provide to continue negotiations, present a product in detail, or host a business dinner with their most important clients.
Why the corporate events market in Milan continues to grow
The link between trade shows and corporate satellite events is no coincidence: according to the Observatory OICE by Federcongressi&eventi, the value of the Italian meetings industry reached 13.2 billion euros in 2025, with an annual growth rate of 6.4% starting in 2022. Milan, as the country’s leading trade fair hub, captures a significant portion of this demand precisely during the days when the most events are held back-to-back in the same period.
What Companies Look for in a Venue for B2B Trade Show Events
Those attending a B2B trade show often need a separate space for private meetings with clients they’ve met at the show—a space that’s more private than the booths and easier to reach without having to walk through the entire exhibition hall.
In these cases, the choice almost always falls on venues that strike a good balance between formality and the speed of the booking process: trade show attendees have tight schedules and little time for in-depth site visits, so they prefer venues they are already familiar with or that can be easily assessed remotely using photos and up-to-date floor plans.
Meeting rooms near MiCo and the Rho Exhibition Center
The Stephenson Event Space, located in the Fiera area, features a conference center with six meeting rooms already equipped with podiums and microphones: a convenient option for those who want to stay just a few minutes away from the convention center without sacrificing a professional setting for more formal meetings.
Spaces for workshops and product demonstrations
The Espinasse Industrial Park, located in the Portello area, offers three interconnected rooms plus 1,200 square meters of outdoor space: a good option for those who need to organize a product demonstration for a larger audience, perhaps with part of the demonstration taking place outdoors. The Arona Event Space, also in the Portello area, is spread over several levels with large windows and integrated green spaces, and is explicitly recommended for workshops with a more interactive format.
One aspect that shouldn't be underestimated: actual proximity, not just on the map
During major trade shows, traffic in the areas surrounding MiCo and Fiera Rho can increase significantly: a location that appears close on the map may still take 20–30 minutes to reach during rush hour. It’s worth checking realistic travel times, especially if you’re scheduling a meeting between two closely spaced trade show events.
It’s also worth checking the venue’s actual opening hours during the fair: some venues extend their evening hours to coincide with the most important events, while others stick to their standard hours, which might not work for a meeting scheduled late in the evening after the booths have closed.
FAQ
Where will WeSec 2026 take place?
The main exhibition center is MiCo in Milan: please check the event’s official website for the final dates and times before publication.
Where will Bricoday 2026 take place?
At Fiera Milano Rho: In this case as well, please confirm the official dates on the event’s website before publishing the article.
Is it necessary to reserve a meeting room in advance during B2B trade shows?
Yes, the availability of venues near convention centers drops rapidly on the busiest days of events.
How much does it cost to rent a meeting room near MiCo or Fiera Rho?
The cost depends on the venue's capacity, technical amenities, and the duration of the rental: for a meeting lasting just a few hours, the price is generally lower than for a full day with catering included.
Is it better to reserve a space inside or outside the convention center?
It depends on the purpose: a space inside the convention center is more convenient for quickly moving between booths and meeting rooms, while an outdoor space generally offers more privacy and a less distracting environment for longer business meetings.
Book a meeting room or workshop space near MiCo and Fiera Rho: Contact LocationMilano to check availability on the days of the two events.
