The fair featured technological innovations, therapeutic experiences, sports activities, and plenty of content for professional training.
São Paulo, October 2023 – The 2023 edition of Reatech – International Fair for Inclusion, Accessibility, and Rehabilitation demonstrated to the market that inclusion has countless possibilities to materialize. It is a strategic segment and, therefore, must be viewed with great care and in a humanized way by companies, associations, and the government. This becomes even more evident when observing the growing importance that ESG areas have been occupying in corporate actions and in the market.
Promoted and organized by Fiera Milano Brasil, the 18th edition of Reatech brought relevant brands and institutions to the São Paulo Expo from October 4 to 7, attracting an audience eager to learn about technological innovations, as well as to participate in social, sports, and therapeutic activities. The results achieved show that there is still great potential to be explored in an event that increasingly attracts brands from different segments, among them Itaú, Santander, Mercado Livre, Raízen, Mercedes-Benz and Fiat.
For 2024, the organization announced changes to both the venue and the event date, which will be held from November 20 to 23. “We are returning to pavilion 1 of São Paulo Expo, where we have always been,” says Maurício Duval Macedo, CEO of Fiera Milano Brasil. “We are seeing a growing interest from major brands and institutions in participating in the next edition. These are relevant companies from the technology, financial, and transportation segments, as well as institutions that want to make their presence felt next year.”
And to expand its role in this transformation, Reatech 2023 invested in more interactive communication with the public and the market by adopting the ‘hugging heart’ icon, in addition to redesigning the event's website and social media, to convey the idea that the fair can be an important vector for attracting more partners and companies.
Marcos da Costa, Secretary for the Rights of Persons with Disabilities of the State of São Paulo, assesses the fair as an event that generates great visibility. “It is a space that helps us a lot to be close to people with disabilities, social movements, and entities connected to this issue. It is a meeting point with councils, municipal secretaries, and members of the legislature who come here to talk with us, seeking a dialogue to take our actions and policies to the interior and coastal regions,” he states.
Satisfied partners
The CEO of Fiera Milano also reveals that some partners this year have not only confirmed their participation in 2024 but also plan to occupy larger areas. “We have brands that are surprised by the volume of people who passed through their booths and want to make better use of this public potential.”.
“This is our first time participating in the fair, and it's being very memorable,” states Lucas Kil, manager of Administrative Operations at Raízen Energia. “We left here more mature and experienced, in addition to opening possibilities for partnerships with other equipment companies.”
For Evandro Cunha, Head of Marketing and Communication at Mercedes-Benz Cars and Vans, Reatech brings good opportunities for the brand. “We have been participating for a few years now, and the trade fair is strategic for our business because it is an event where the Mercedes-Benz brand positions itself for this segment, which is very promising,” explains Cunha. “We are always present at the event because it brings a return.”
Alexandre Pascoal, Commercial Vehicles consultant of Fiat, It goes on the same line: “It is an event of paramount importance and the assessment we make, overall, is of a well-attended fair, which brought us a surprise in the high flow of people. This is a promising, growing market that is increasingly being publicized.”
Professional updating and training
Success of this edition and which promises to be even bigger next year, the Reatech Congress It happened during the first three days of the fair. Experts, representatives of organizations, and corporate managers with expertise in the challenges of inclusion discussed relevant topics and pointed out ways for companies to make effective progress in expanding the diversity of their staff. Among the topics covered were public policies, strategies for an inclusive culture, and training programs. “The brands that joined the congress were very satisfied, and we want to expand the schedule next year,” says Macedo.
“Having participated in the curation of the Congress was magnificent. I have never seen an event with so many speakers of such high quality. There was a Minister of Labor, appellate judges, international references. The audience was extremely engaged every day, celebrates Marcelo Pires, CEO and founder of Consolidar.
Industry professionals also had the opportunity to attend other content events that took place simultaneously with Reatech: Pet Course – Animal-assisted therapy, Equine-assisted Therapy Workshop, Reamed – Congress of Physical Medicine and Rehabilitation, Tecfisio | TO – Advanced Technologies Seminary in Physiotherapy and Occupational Therapy e Reashow – Expositores Seminar.
Technological innovations
As a showcase for product launches, trends, and innovation in assistive technologies, Reatech brought many new products. One example is the Lift Aid, a company specializing in lifting and care systems, exhibited its new system for lifting and transferring wheelchair users. Featuring voice command controls, the equipment provides autonomy for a person to move from a wheelchair to the bed and vice-versa, as well as to move around inside the house.
Already at the booth of Tix Technology Visitors were able to test the device that converts any facial gesture or head movement into commands to control smart devices. Changing the TV channel, turning lights off or on, and communicating via artificial intelligence are among the features.
Sensory experiences
Throughout all days of the event, the activations and experiences were in high demand by visitors. One of the highlights was the space occupied by GATI (Group of Therapeutic and Integrated Approach), which provided the public with the opportunity to learn about animal-assisted therapies, such as Equine-assisted Therapy. In addition to a space where it was possible to interact with dogs, cockatiels, rabbits, and tortoises, there was the possibility of riding a horse and taking a turn.
Therefore, it was not uncommon for family members and friends of visitors with disabilities to be moved by the enthusiastic reaction they showed toward the animals.
“This edition is wonderful. Fiera Milano has brought significant humanization to Reatech,” evaluates Liana Pires, director of GATI. ”I have been at the fair for 18 years and I can say that, although every year has been a success, I clearly notice that in this edition the exhibitors and people are much more involved in the processes.”
Amateur and Paralympic sports
Many sports activities also animated the two courts set up at Reatech, with the presence of amateur and Paralympic athletes, who led the public to discover and experience sports disciplines under the conditions that people with disabilities practice them. Wheelchair basketball, floor-sitting boccia, and blind football were showcased in the arena set up by the Brazilian Paralympic Committee.
In the ADD arena (Sports Association for the Disabled), it was possible to watch matches between athletes. It was where sitting volleyball, futsal for individuals with Down syndrome, rugby, and football for people of short stature took place.
At the end of yet another edition, Reatech positions itself as an event that has matured throughout its trajectory and that envisions immense potential to be explored in the inclusion, accessibility, and rehabilitation segment. The future prospects for the sector are very positive, and the fair is committed to bringing partners and companies to future editions that will find in the event a powerful platform for the promotion of products, services, and solutions for a market that gains more visibility every day in Brazil.
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About Fiera Milano Brasil
Fiera Milano Brasil it is Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and congress players, which each year attracts approximately 30,000 exhibitors and more than five million visitors. In Brazil, there are seven fairs representing the most diverse segments of the economy, such as security, clean and renewable energies, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Among the main brands in the portfolio are Exposec, Fisp, Fire Show, Congresso Ecoenergy, Reatech, Tubotech and Wire South America. More information: www.fieramilanobrasil.com.br
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