Salone del Mobile: Innovation and Trends in the Design World
It falls to the big brands, as is natural, to lead innovation. This can be seen starting from the exhibition concepts: the leading names in the world of design, at the Salone, have completely revamped even their communication methods. Augmented reality steals the scene, accessible only to the big players, protagonists of a dedicated hub, where projects and design are showcased solely through Augmented & Virtual Reality. For its part, the Rho trade fair complex has focused on service through technology, offering a product tracking system that companies used to exhibit in their stands, providing objective metrics of views.
The immersive nature of the fair experience is heightened within individual stands, which tend to create complete environments, inspired by a single mood, expressed in a subtly hinted palette. The total look prevails, based on even bold shades. Among the distinctive elements, luxury rugs stand out, contributing to the enrichment of the exhibition spaces.
From a product perspective, it's striking that some major brands have chosen to reintroduce iconic pieces, in some cases revamped, without aiming for innovation or novelty at all costs, suggesting an interpretation of the Salone as an opportunity to reinforce brand awareness. Smaller companies prove to be forges of creativity and expressions of the highest quality, but they must fight against the strength of larger brands, and in terms of communication, their most apparent limitation becomes a disadvantage in an industry where image is as important as substance.