According to a well-known maxim, design ranges ‘from the spoon to the city.’  Though contract design does not reach the urban dimension, it is one of its most authentic interpretations: from the most minute accessory to the design of an entire hotel, restaurant, or chain of stores.

Such a diversity is also well represented at Host 2025, at fieramilano in Milan-Rho from 17 to 21October, with the biggest Italian and international names. But, from accessories to furniture, what are designers asking of companies? We asked some of the key players.

“Architects demand versatile products, to reconfigure spaces as needed,” explains Monica Pedrali, CEO of the company of the same name. “They look for quality and durability, hand in hand with design. In the outdoors, the idea is to bring the comfort of indoor furniture to the outdoors with high-quality materials that are weather-resistant, easy to clean, and long-lasting.”

“Customers like to find themselves in a complete mood that is practical, comfortable and robust,” is the view of Luisa Battaglia, Art Director of S-CAB and co-owner with her sister Francesca. “More and more, projects born for the outdoors are being rethought for indoors and vice versa. This is a much appreciated contamination that adapts to a complete environment. For example, a chair becomes a longue armchair, a two-seater sofa or a small table.”

“At PRIMA, we ask ourselves every day about the actual needs of travelers. What makes the difference? How do we personalize and make each moment memorable?” comments Moreno Trisotto, Marketing, Press & Communications of PRIMA. "An experience that is often in the details: we have developed state-of-the-art single-material dispensers that save up to 85 percent on product and packaging, made of 100 percent recyclable PET and easy to install thanks to a designer bracket."

At Host 2025 the meeting of design, functionality and technology will be the seventh edition of Smart Label - Host Innovation Award, organized by HostMilano and Fiera Milano in collaboration with POLI.design and under the patronage of ADI - Association for Industrial Design, along with Design Talks that bring architects and designers to the fair.