Mostra Convegno Expocomfort (MCE) is an international biennial dedicated to the HVAC+R sector, renewable energy, energy efficiency and water management. The next edition will take place at Fiera Milano from 7 to 10 March 2028.
MCE introduced the concept “Energy is evolving” in 2026 to present energy as a force of transformation. Organisers said the creative direction for 2028 elevates this vision to a higher level, “Energy is evolving. Infinitely.” Energy is no longer seen as a journey with a predetermined destination, but as a continuous cycle of innovation, adaptation and progress, they noted.
The new vision features a fluid graphic element that takes the shape of the infinity symbol. It expresses the idea of energy as a continuous, interconnected flow, constantly transforming and generating new possibilities. Moreover, organisers said the symbol subtly recalls the number eight to create a visual connection with the 2028 edition and make the campaign distinctive.
Massimiliano Pierini, managing director of RX Italy, said: “With the new identity launched for the 2028 edition, MCE renews its commitment to being the international meeting point for innovation in the HVAC+R sector. The evolution of our concept not only captures the continuous cycle of innovation and progress but also reinforces our role in fostering strategic connections and supporting the global energy transition.
“We are proud to present a format that values the entire supply chain, offering exhibitors and visitors a dynamic and distinctive experience in perfect synergy with the needs of today’s and tomorrow’s market.”
Alongside the evolution of the MCE identity, the 2028 edition has introduced a dedicated visual expression for the new Refrigeration Hub. Organisers said it has been created to highlight one of the fastest-growing strategic sectors of the event.
Industrial refrigeration is assuming an increasingly central role in the global energy transition, they noted. Cooling technologies are becoming ever more fundamental in ensuring efficiency, resilience and sustainability in industrial processes, logistics, food and pharmaceutical preservation, and data infrastructure.
Organisers said the visual identity for this specific sector within MCE is based on the same concept of continuous energy flow. It has been reinterpreted through a glacial and crystalline visual code that immediately evokes the world of cooling and refrigeration, while remaining fully connected to the master brand. This creates a coherent visual ecosystem in which Refrigeration Hub becomes a natural extension of the main event, with its own distinctive personality.
Massimiliano added: “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.”