Making end customers feel unique and special, welcoming them with designs that reflect their lifestyles, to be enjoyed as part of a complete experience. Starting from the aesthetic pleasure of design, but including much more besides. Also by conveying a sense of the commitment to sustainability with carefully researched materials, smoothly integrating digital and technological elements and – above all – placing the creativity of the professionals who bring dining establishments to life at the centre of everything.

“In concepts for eating out, we now notice a 'non-trend': no longer just a few fashion styles, but many different styles, each one responding to a very different need and consumer habit. That change fits in with the evolution of end consumers, who are increasingly seeking experiences that reflect their lifestyle choices,” explains Franco Costa, president of Costa Group.

“If I really had to single out a trend,” Costa goes on, “I would choose hyper-specialisation: take, for example, an establishment – a retail outlet or out-of-home caterer – that only makes, say, tortellini, or orecchiette. A positive aspect is that this refocuses attention on product quality, which must always remain the main focus, regardless of the format. Continuing with this idea, we can organise the food counter as we wish, but we will have to keep on making the tortellini by hand. Naturally with the support of technology, which actually lets us give even more free rein to our creativity.”

A desire to personalise the spaces open to the public not only "inside" but also "outside", as explained by Stefano Sghedoni, head of the sales department at Corradi: "We are seeing the consolidation of a trend that has been going on for some time now: the desire to re-appropriate outdoor spaces. In the Ho.Re.Ca. sector we have noticed a growing focus on outside areas, transformed into prestigious, functional spaces for customers to enjoy gastronomic or hospitality experiences in. Outdoor spaces with their own unique character give a competitive edge, as an extension of the space in which the business operates: that all-important distinctive feature that sets you apart from the rest."

Regarding the evolution of the end user, Roberta Frattini, global marketing director of Unopiù, comments that “…the consumer is increasingly aware of design and aesthetics, but not always of intrinsic quality. This is why Unopiù has for years set itself the goal of offering the market a product that is synonymous with quality, picking up on trends while remaining easily recognisable. Unopiù's quality standards also aim to satisfy sustainability requirements thanks to certified materials and controlled supply chains, as well as guaranteeing the customer a product that lasts as long as possible."

Design, sustainability, research into materials and technological innovation, at the service of comprehensive design projects: all this and much more will be presented in the Furniture-Technology area of Host 2023, at fieramilano in Rho from 13 to 17 October.

Previews of future design ideas in the exhibition itinerary will be accompanied by the many additional events taking place. In addition to the Smart Labels, awards made across the sectors but of particular relevance to this area, Host 2023 will (again in collaboration with POLI.design) present the Design Talks, training seminars for architects and experts in the hospitality sector that will cover such topics as user experience, sensory design, wellness, and the challenges of sustainability.