How to Read Where Markets Meet: The Story of the Modern Exhibition RTF
Exhibitions and trade shows have come a long way since our nomadic ancestors gathered first their caravans in the sand. From the medieval guild fairs that helped define European towns and cities, through the industrial age, today we trade in giant arenas dedicated to enterprise and commerce, far removed from the tents and market squares that once stood in their place. Today the exhibition is more relevant than ever before, ironically, as our connectivity facilitated by the digital age makes it increasingly easy to trade from behind closed doors.And at every show’s heart are the showmen, gathering an industry under one roof, buyers, sellers, commentators and all, for a finite time creating ‘a market in a bubble’ that foments trade and, ultimately, jobs.This book provides a window into an industry that continues to signal its significance as our lives evolve and people seek to function at once remotely and together.
