The Modena Fiere Exhibition Centre was established in 1989 by local institutions in close collaboration with the most representative trade associations and co-operatives of the province, particularly involved in the following sectors: clothing, ceramics, engineering and farming.
The institutions and the business and social categories significantly represented by the Chamber of Commerce decided that the exhibition centre could be and should be a strategic showcase for an effective territorial marketing. Capable, that is, of giving the suitable visibility to the most important production sectors of its catchment area. Successful trade fairs, in fact, are deeply rooted in and closely connected to the economic and cultural history of a precise geographical area and are consequently capable of directing and/or guiding companies, especially small and medium enterprises, towards paths of success.
A consolidated trade fair is an incisive and effective means of communication and, as such, a profitable way of accrediting and promoting a "brand", a product or an innovation deriving from the intellectual and manual skills of human beings. Faced with the prospect of a further extension of the already large network of exhibition centres, the regional council chose to insert Modena and Ferrara into the regional system headed by BolognaFiere Spa.
In 1989, the Modena exhibition centre signed an agreement with BolognaFiere Spa, giving life to the first European example of a multi-centre exhibition network: 200,000 m² of exhibition area within a radius of 30 km. This strategic operation lasted several years and set out to create synergies between three cities which, though boasting top-class cultural and economic structures and long-standing business traditions, were able to integrate and add value to the individual spheres of interest of each. In order to construct the calendar of Modena Fiere, the Bologna and Modena Exhibition Centres car