MCE – Mostra Convegno Expocomfort has unveiled a new visual identity for its 2028 edition and introduced dedicated branding for the new Refrigeration Hub. The HVAC+R, renewable energy, energy efficiency and water management event will take place at Fiera Milano in Italy from March 7 to 10, 2028.
The new campaign develops the “Energy is evolving” concept introduced in 2026. Its central graphic element forms an infinity symbol, representing a continuous flow of innovation and also recalling the number eight in the 2028 edition.
The updated campaign uses the payoff “Energy is evolving. Infinitely.” MCE said the visual identity is intended to connect the technologies, sectors and professionals represented at the event.
The Refrigeration Hub will use a glacial and crystalline visual style based on the same continuous-flow concept. The dedicated area will focus on industrial refrigeration applications in industrial processes, logistics, food and pharmaceutical preservation, and data infrastructure.
“Refrigeration Hub represents innovation in tangible form: an area where cold becomes synonymous with progress and sustainability. With this new identity, MCE 2028 renews its commitment to highlighting the strategic role of industrial refrigeration in the global energy transition,” said Massimiliano Pierini, Managing Director of RX Italy.
