From conventions to presentations, from meetings to entertainment, from gala dinners to educational and cultural moments, organising business events is by now an essential factor for companies that want to retain its staff and strengthen its presence on the market. The world of events, indeed went through an exponential growth in the last few years. 42% of the companies invest at least 20% of their budget on events communication. And events with a significant number of participants coming from abroad have come from 9,1% up to 9.9%. The numbers continue to grow. Indicators are all a positive sign. In fact, just in 2018, in Italy 400 thousand among conventions and events have been created, over 2.9% compared to 2017. Data from “Osservatorio Italiano dei Congressi e degli Eventi”. Milan, in addition to being the undisputable Italian capital of fashion and design it is also, thanks to 220 available spaces, one of the most yearned for metropolis to create business events. Companies don’t settle for a meeting space when they turn to a structure, but they value various aspects such as technology, design of the space, location and accessibility, personalization, related services and dedicated staff. For this reason events locations never stop improving to be always more competitive on the market, allocate budgets especially for technology, infrastructures, services, structures and human recourses. As a matter of fact, over half of the headquarters intend to invest in 2019, especially on technology. In 2018 Superstudio has already dealt with important investments in this sense. One of the changes of events development is the role of actors, company and location that become active and supportive protagonists, collaborate on various aspects, open in synergy. In fact, people meet in conferences and events to make innovation, to increase their professional competences and deal with themes regarding economics, environment and politics. It is important to choose the right location to organise an event, not only for the economic point of view but also socially and culturally. It means valuing the potentiality of development in its territory, improve its image and promote the local growing processes in order to attract investors and resources from abroad. A great opportunity for Italy.