It is up to big brands, of course, to drive innovation.
This is demonstrated by the exhibition concepts: the leading names in the world of design, at the Salone, have completely renewed their way of communicating.
It literally steals the augmented reality scene, accessible only to the great protagonists of a dedicated hub, where design and design are shown only through Augmented and Virtual Reality.
For its part, the Rho exhibition center has focused on service through technology, offering a system of tracking the products that companies have exhibited in the stands, returning objective metrics of visualizations.
The immersive nature of the exhibition experience is accentuated within the individual stands, which tend to create complete environments, inspired by a single mood, declined in a palette just mentioned.
The total look prevails, on the basis of even decided shades.
From the point of view of the product, however, it is surprising that some big brands have preferred to propose iconic pieces, in some cases revisited, without focusing on innovation or novelty at all costs, so as to suggest an interpretation of the Salone as an opportunity to strengthen brand awareness.
The smallest companies are hotbeds of creativity and expression of the highest quality, but they must fight against the strength of the brands, and on the communication side they show their most obvious limit, penalizing in a sector where the image counts a lot, at least as much as the substance.
Dallo spunto creativo alla progettazione, traducendo un concept nel linguaggio della tessitura. È così che creiamo tappeti di lusso perfettamente in sintonia con un’idea generale di interior design.