Ten years ago...
Back in November 2025, in the aftermath of the last edition, I wrote a text explaining what I saw as a decline in the event. In summary, I argued that the Madrid Pen Show had two main problems—an ageing public and an expensive city—and these are bound to remain for a while regardless of the organizers. Still, I would like to offer my two cents’ worth of reflections on how a new team could approach a renewed version of the Madrid Pen Show:
1 ・Different dates.
In the not-so-distant past, there was a global calendar of pen shows. According to it, Madrid was held on the third weekend of November -occasionally on the second-, and following that schedule was key to attracting some important dealers. However, new pen events have crowded the calendar and scheduled their shows whenever they see fit.
In this new context, Madrid could adopt the same strategy in order to reduce organizational costs.
2 ・A smaller and shorter event.
With the same goal of reducing costs, the three-day event of 2025 could be shortened to a single day with a smaller number of dealers.
3 ・Attracting new audiences.
The new event should also aim to attract younger and new audiences. Marketing through social media and expanding beyond fountain pens could serve this purpose.
4 ・Local and professional organization.
The organization must be based in Madrid, as it is hardly feasible to organize such an event remotely in Spain. It should also aim to be professional rather than relying solely on the enthusiasm and personal commitment of a small number of individuals.
Announcement on Facebook, January 15th 2026.
For now, however, Madrid has no pen show. But does this city deserve one? Only time will tell.
And I promise I did not intend to write about events for a while…
Parker T1 – Faber-Castell Königsblau
Bruno Taut
January 28th, 2026
label: evento, Madrid, mercado
Bruno Taut
January 28th, 2026
label: evento, Madrid, mercado
3 comments:
Not so sure about the second point. Three days event is sometimes exhausting, but you have time to choose the day that's better for you, you have time to re-visit the tables looking for the missing pieces and you have the first day to catch the "cola cao" bargains.
About the rest i agree specially on the third point, but that's something we have talked many times.
Anonymous,
I am happy my text triggered some discussion. The point of reducing the duration of the event is just about reducing cost in a number of areas --space rent, security, hotels, meals-- for all actors involved. Going from three to one day can reduce the costs significantly.
But let the discussion begin!
Cheers,
BT
You have raised some interesting points. No doubt three days was perhaps too much of a Pen Show but maybe two would be the ideal length, as it is happening in London and Barcelona for example. I fully agree with the idea of connecting with a younger and more female audience. I also believe in the need to include workshops in different areas of our hobby, like journalling, calligraphy and letter writing for example. I also agree that only Madrid can be the place for such an event. I would also suggest offering stronger sponsorships from established dealers and brands. Having said all that, I am unsure about how things will develop. Let´s hope there is some interest either from the local clubs or the main local stores to start running things towards some sort of Pen show in the not too distant future.
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