Energy saving, use of recyclable materials, attention to hygiene, more immediate technological solutions and user interface, attention to customization and personalization. These are the trends that emerged among the candidates (and then among the winners) of the Smart Label Innovation Award, the recognition that once again underlined HostMilano's role as a real hub for innovation.

“This year, we have found a particularly high quality of nominations”, underlines Venanzio Arquilla, member of the jury of the award and Associate Professor for the design department of the Politecnico di Milano. "As a common trait, attention to sustainability has grown, which previously was more linked to the performance of the machines and conditions not visible to users. Now, however, every technological effort is transferred to the final consumers”.

On the other hand, the designer emphasizes, the restart will be characterized by a raising awareness on the part of companies and operators. We need to find new ways to offer hospitality, starting with issues such as sanitation, both on the front end and on the back end".

In short, more generally, the new idea that will take on products and services for operators and consumers will win everywhere. Starting with the renewed attention to the use of recyclable materials. "On the part of the producers themselves, we can already see greater honesty, with a degree of certification and traceability of products that did not exist before".

In short, more generally, the new idea that will take on products and services for operators and consumers will win everywhere. Starting with the renewed attention to the use of recyclable materials. "On the part of the producers themselves, we can already see greater honesty, with a degree of certification and traceability of products that did not exist before".

The president of the jury Matteo Ingaramo also speaks of a real reconfiguration of value, on the part of the winning solutions of the Smart Label Innovation Award. “It is true, the theme of sustainability is fundamental. It does not only mean attention to consumption but takes up themes that are not entirely new but more contemporary than ever such as the durability of objects, circularity, low consumption of territories. There is no more time for green washing, "says the scientific director of the award. He adds: “The concept of sustainability could lead to higher quality, true value in the face of a customer who will tend to penalize unethical and transparent systems. We will look for open places, with a terrace, eating out will be a choice and we will take this into the future: the quality of the single event will be more important than the quantity of events. The outdoors will dominate in the second half, but virtuality will not disappear".

And as for the Smart Label winners: what does it mean to be smart today? “It means accepting the challenge. The Smart Label is an independent space that enhances initiatives that take a step forward. This year, the winners were able to reshape the offer, changing the concept of the overall work and energy cycle for products and services ".