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Euroluce 2023: the new exhibition concept that anticipates the evolution of the exhibition experience

Euroluce 2023 - photo credits AM Andrea Mariani
Euroluce 2023: the new exhibition concept that anticipates the evolution of the exhibition experience it has been modified: 2023-02-21 di Benedetto Fiori

The layout of Euroluce 2023 has evolved beyond the traditional grid to become more intelligent, user-friendly, connected and sustainable, thanks to the vision of Salone del Mobile.Milano and the Lombardini22 design studio. The aim is to generate new visibility, opportunities and value for exhibitors and visitors.

The 31st edition of Euroluce, scheduled at Fiera Milano Rho from 18 to 23 April 2023, in pavilions 9-11 and 13-15, is intended to represent a milestone in the development and evolution of the exhibition format and visitor experience. The Salone del Mobile.Milano asked Lombardini22, a Milanese architecture and engineering firm, to redesign the layout of the exhibition with the aim of creating an increasingly engaging and contemporary commercial platform.

The architects faced multiple challenges: ensuring better connectivity between the four pavilions, simplifying the visitor's journey, making it more fluid and easier to navigate, increasing the visibility of the exhibitors and guaranteeing each of them adequate space.

Lombardini22 analyzed the entire exhibition context and carefully rethought the needs of exhibitors and visitors to develop a project capable of meeting everyone's expectations, placing the person at the center of the exhibition architecture and creating an empathetic space capable of generating emotions .

The inspiration behind the studio's work it is the spatiality of Italian urban centres. Euroluce 2023 will present itself as the new city of light, with an irregular route in a fluid and free form. From a stand-centered layout, it will move to a human-experience-based and exhibition-based layout. The richness of urban streets is the design reference for many aspects, from the visibility of all the exhibitors' windows to the offer of complementary services.

Starting from this new exhibition map, an original concept of cultural activities was developed, with the scientific project and artistic direction of Beppe Finessi, which includes an articulated, polycentric and multidisciplinary exhibition activity and a corresponding presence of public areas and spaces (each designed ad hoc by a different architect) which, taken together, will form a changing and varied landscape of quality spaces dedicated to meetings, exchanges, culture and the arts.

Among others, Auroras, the great arena (hall 13) designed by Formafantasma, will be a resting place like a square in a real city and will allow for synesthetic experiences thanks to design solutions that combine shapes, colours, materials, lights and sounds. Here conversations, conferences and readings will take place. In order for the environment to be a source of surprise, inspiration and dialogue, the commercial and cultural aspects will be integrated into the daily life of the event.

The second important moment was the study of the spatial configuration. Lombardini22 explored the perceptive dimension of the pavilions, enhancing their potential use. The analysis of how space influences the flow and movement of visitors allowed the designers to create an arrangement that accompanies the natural movements of people and allows an efficient and intuitive path, with few changes of direction to facilitate orientation.

Finally, Lombardini22 wondered: “How to illuminate Euroluce?” The answer is simple but ingenious: “By turning everything off!” The new arrangement has been designed to be a sort of black box in which light, between poetry and emotion, is exhibited in the exhibitors' stands.

Juri Franzosi, general manager of Lombardini22, concludes: “Lombardini22 retains an authentic start-up spirit, as confirmed by the holistic design implemented for Euroluce. Multidisciplinary skills and design experiments contribute to making the event an accessible and recognizable event, attentive to the exhibiting companies and the people who will visit it".

Photo Credits: AM Andrea Mariani

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