SAY delivers the Normachem event at Fondazione Catella in Milan

Normachem appointed SAY to design and coordinate the conference “The Future of REACH: Revision and Evolution of European Chemical Regulations”, held on Thursday 14th May at the prestigious Fondazione Riccardo Catella, in the heart of Milan.

The event, promoted as part of the Normachem Academy, brought together over 140 participants, including businesses, professionals, and industry stakeholders, to explore the evolution of the REACH Regulation and its expected impact on companies. The conference featured prominent national speakers and institutional representatives.

SAY supported Normachem throughout the entire event planning process, providing comprehensive organisational, creative, and operational expertise. The project began with defining the event’s conceptual framework, followed by the research and selection of the venue in Milan.

Our activities included sourcing and managing AV (audio-visual) services, as well as appointing professional hostess and steward agencies to ensure seamless guest reception and flow management. Particular attention was given to the catering: the food and beverage offering was curated by Ristorante Ratanà, under the impeccable leadership of Chef Cesare Battisti.

SAY provided constant supervision of the pre-event planning, maintaining an ongoing dialogue with the client. This methodology was designed to align strategic vision with flawless execution, anticipating potential issues, optimising timelines, and ensuring a structured, high-quality experience that met the brand’s exacting standards at every stage.

On the creative front, SAY designed the event’s visual identity, developing the naming, payoff, logo, and overall graphic language, alongside all communication materials. Our intervention also extended to the bespoke branding of the spaces, including venue customisation, event staging, and the welcome kits for guests.

Throughout the event, the presence of the SAY team ensured seamless operational coordination. This presence guaranteed continuity between the planning and execution phases, safeguarding the quality of the experience for both the brand and all participants.

With this project, SAY consolidates its expertise in event conceptualisation and management, reinforcing an approach that seamlessly integrates strategy, visual identity, production, and operational direction. This model is designed to transform a corporate event into a distinctive experience, perfectly aligned with the client’s strategic positioning objectives.

“Creating an institutional event, a training session, or a corporate meeting requires a precise balance between organisational rigour and the ability to translate complexity into a memorable experience for both the brand and its audience.” says Enrico Beda, PR Director in SAY. “For Normachem, we built a journey that began long before the day of the event: from venue selection and identity definition to supplier management and the meticulous curation of materials and guest reception. The true value of our intervention lies in this seamless continuity between strategy and execution: we enable the client to focus on their content, knowing that every element of the experience has been designed to reinforce their authority and brand recognition.”