At Host 2023, held last October at fieramilano, innovations set in often design-oriented contexts ‘told the story’ of how products meet user desires: according to research presented during the exhibition by TradeLab, 51% of Italians are ready to start spending in the out-of-home sector (second only to travel), and a remarkable two-thirds (66%) place more importance on an experience that stimulates anticipation, expectations, and curiosity – while also being reassuring – than on food and drinks alone.

Regarding the reasons for choosing an out-of-home experience, quality (56%) is by far more important than price (26%), but the relationship with the staff, mentioned by about a third of respondents (34%), and service (24%) also matter. On the other hand, Italians seem to be willing to move to have a quality out-of-home experience: only 13% consider the location of an establishment important, and just 6% go there out of habit.

Smart Label, the benchmark of innovation in hospitality

Smart Label – Host Innovation Award has been as always a hub of new ideas, insights, and trends, as the prestigious award for sustainable innovation promoted by Fiera Milano and HostMilano, in collaboration with POLI.design and under the patronage of ADI - Industrial Design Association.

The jury, composed of professors from the Politecnico di Milano and industry experts, selected 26 winners from 157 entries, divided into 3 different categories. In particular, 5 winners received the Innovation Smart Label for their ability to bring innovation to established trends; 6 products were awarded the Green Smart Label for their high level of innovation in terms of energy savings, environmental compatibility, and eco-sustainability; 15 products were selected for the Smart Label recognition for innovation in a broader sense.

After the awarding ceremony, which took place on Friday, 13October, the 26 award-winning products remained on display throughout the event in a dedicated Smart Label Area. Examples include pocket-sized espresso machines, mini robots for latte art, eco-friendly and circular materials, and much more.

These hot topics were also addressed in the Design Talks seminars, also in collaboration with POLI.design, and in meetings hosted by partner associations.

The future of the industry will be back on stage with Smart Label, along with events and the exhibition path at Host 2025, at Fieramilano from 17 to 21October 2025.