Lauranne Urban: “SiGMA is all about bringing people together”

Lauranne, it’s Monday morning, and SiGMA World Rome 2026 is officially getting underway! After months of preparation, how are you feeling today? What’s the atmosphere like within the SiGMA team as the event finally begins? An extraordinary amount of hard work and effort has been invested into bringing this year’s event to life. When delegates arrive, the expo will appear pristine. Behind the scenes, however, there had been a ten-day building process in which more than 7,000 professionals turned nine empty halls into over 1,000 stands, five stages, lounges, meeting rooms, food areas, sports spaces and hospitality venues.