Milan, has been widely recognised as the Mecca of Design, architects and designers from all over the world are attracted by its constant search for innovation. The city has always been a centre of divulgation of the innovations of great creative masters, from the illustrious Leonardo Da Vinci to Alta Moda design firms, to the iconic work of the architects that re built the Italian landscape after the post-war years. Milan's main industries have worked hand to hand with designers, to evolve in materials, processes, products, services and even the urban landscape of the city itself. Each year the city goes under a new transformation boosted by the design events in its different fields: fashion, food, automation and furniture. Every year, one of the most relevant worldwide furniture events is The Salone del Mobile Milan, that in 2021 will celebrate its 60th anniversary. An event that by its records has demonstrated to become stronger and bigger every year. Certainly, during the Milan Design Week locals and foreigners can witness a one of a kind atmosphere that challenges every aspect of the city of Milan. During 2018, the Salone del Mobile had its largest record of presences of about 434,509 people, and in this year edition 2019 received 386,263 visitors, this event reflects the needs of the international furniture market in a condensed time span. At the same time, in recent years the furniture industry has started to face a different reality, the brands need to provide experiences not only products. This research aims to analyse the current interactions happening inside the Salone del Mobile in such a brief time frame. Starting from the comprehensive analysis of the history, context, values and structure of the event to the analysis of case studies and development of ethnographic and field researches to map the design challenges. By understanding and outlining the elements that are relevant from the visitor’s perspective to discover the design opportunities in order to evolve the design of the visitor’s experience with a user centred design approach. In conclusion, several aspects have been framed to understand the parameters of the furniture fair whose main goal is to enhance the export opportunities of the Italian furniture sector. The acquired insights and knowledge from the research were used to create a visualisation and develop a prospective plan to strategically re-shape the visitor’s experiences linked with the event.
Milano è diffusamente riconosciuta come la Mecca del Design, architetti e designer da tutto il mondo sono attratti dalla sua costante ricerca per l’innovazione. La città è il centro divulgativo delle innovazioni di grandi maestri della creatività, dal celebre Leonardo Da Vinci alle firme di Alta Moda, fino ad arrivare ai lavori iconici degli architetti che ricostruirono il paesaggio italiano negli anni del dopoguerra. ILe industrie milanesi hanno lavorato fianco a fianco con i designer, per evolversi in termini di materiali, processi, prodotti, servizi, come anche per quanto riguarda il paesaggio urbano stesso della città. Ogni anno la città assiste a una sua grande trasformazione, incentivata da tutti gli eventi relativi al design e i suoi svariati campi: moda, cibo, automazione e arredamento Ogni anno si tiene uno degli eventi sull’arredamento più celebri al mondo, il Salone del Mobile Milano, che nel 2021 raggiungerà la sua 60esima edizione. Un evento che, come mostrano i suoi risultati, è diventato più forte e grande ogni anno. Di certo, durante la Milano Design Week le gente del posto e da fuori può godere di un’atmosfera unica che sfida ogni aspetto della città di Milano. Durante l’edizione 2018, il Salone del Mobile ha avuto il più grande numero di presenze di circa 434.509 persone e in questa edizione 2019 ha ricevuto 386.263 visitatori, un evento che riflette i bisogni del mercato internazionale del mobile in un periodo di tempo molto condensato. Allo stesso tempo, parallelamente negli ultimi anni l’industria del mobile ha iniziato a dover affrontare una dura realtà: i marchi devono riuscire a vendere esperienze, non solo più prodotti. Questa ricerca mira ad analizzare le attuali interazioni che avvengono all’interno del Salone del Mobile in un lasso di tempo così stretto. L’analisi parte dalla storia, il contesto, i valori e la struttura dell’evento, passando per lo studio di casi, fino a sviluppare ricerca sia etnografiche che sul campo per mappare le sfide progettuali. Comprendendo e sottolineando gli elementi che sono rilevanti del punto di vista del visitatore, e disvelando le opportunità di design, si giunge a riprogettare l’esperienza del visitatore con un approccio user-centred. In conclusione, molti aspetti sono stati delineati per comprendere i parametri della fiera del mobile, il suo scopo principale è aumentare le opportunità di esportazione estera del settore Italiano del mobile. Le conoscenze e gli insights acquisiti sono stati usati per creare una visualizzazione e sviluppare un piano futuro per dare strategicamente una nuova forma all’esperienza del visitatore legata all’evento.
Salone del Mobile. Re-designing the visitor's experience
RANGEL GONZALEZ, CARMEN EDITH
2018/2019
Abstract
Milan, has been widely recognised as the Mecca of Design, architects and designers from all over the world are attracted by its constant search for innovation. The city has always been a centre of divulgation of the innovations of great creative masters, from the illustrious Leonardo Da Vinci to Alta Moda design firms, to the iconic work of the architects that re built the Italian landscape after the post-war years. Milan's main industries have worked hand to hand with designers, to evolve in materials, processes, products, services and even the urban landscape of the city itself. Each year the city goes under a new transformation boosted by the design events in its different fields: fashion, food, automation and furniture. Every year, one of the most relevant worldwide furniture events is The Salone del Mobile Milan, that in 2021 will celebrate its 60th anniversary. An event that by its records has demonstrated to become stronger and bigger every year. Certainly, during the Milan Design Week locals and foreigners can witness a one of a kind atmosphere that challenges every aspect of the city of Milan. During 2018, the Salone del Mobile had its largest record of presences of about 434,509 people, and in this year edition 2019 received 386,263 visitors, this event reflects the needs of the international furniture market in a condensed time span. At the same time, in recent years the furniture industry has started to face a different reality, the brands need to provide experiences not only products. This research aims to analyse the current interactions happening inside the Salone del Mobile in such a brief time frame. Starting from the comprehensive analysis of the history, context, values and structure of the event to the analysis of case studies and development of ethnographic and field researches to map the design challenges. By understanding and outlining the elements that are relevant from the visitor’s perspective to discover the design opportunities in order to evolve the design of the visitor’s experience with a user centred design approach. In conclusion, several aspects have been framed to understand the parameters of the furniture fair whose main goal is to enhance the export opportunities of the Italian furniture sector. The acquired insights and knowledge from the research were used to create a visualisation and develop a prospective plan to strategically re-shape the visitor’s experiences linked with the event.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/150301