The situation in the world regarding COVID-19 has redefined the way people interact, but also the way producers communicate with customers during trade shows.
This year’s edition of Salone del Mobile was definitely different from what we were used to. The energy, movement and heavy traffic in the alleys. Each year, there were huge queues in front of the main entrance. People were anxious to enter quickly to see as much as possible.
This year, however, there were much fewer visitors as well as fewer exhibition halls and exhibitors. Despite the situation, the organizers took care of the health and safety of the visitors, to their relief.
Certainly the space available to the exhibitors was well used to present their products in a unusually creative way, with attention to detail. The product details and the quality of the stands was at the highest level. Some brands emphasized their co-existence and interdependence by connecting on one stand, without too many products on display – rather showing ideas than branded products.
Representatives of the exhibitors had plenty of time and space for discussions, each visitor could feel as if he was in the center of their attention.
There were also strong messages from the exhibitors. The strongest (RE)NEW TOGETHER and that we can deal with anything, regardless of the instable situation in the world. Such message was shared by Marta from Superstudio Plu on Via Tortona, a small girl carrying an elephant on a leash.
The new variation of Hermes was also food for thought.
Despite the trade show being different, each visitor could take in as much as he needed. Not in excess but in a new dimension.
Perhaps less means better, but with more attention and higher quality…