How do we take stock of the various evolutions intertwined in hospitality today, from single product design to turnkey projects? Artificial intelligence is accelerating the transformation of the industry beyond the personalization of services, improving operations and logistics. And, in response to the needs of increasingly lifestyle-motivated consumers, there is a real “viralization” of incremental innovation. For the same reason, eco-design takes sustainability beyond environmental impact, aiming for more inclusive and equitable solutions.

User experience is also fueling hyper-personalization, not only in space design but also in food preparation techniques. Techniques such as low-temperature cooking are responding to new dietary needs, while professional kitchens are evolving with stand-alone workstations to handle multiple customized menus in parallel, meeting the growing demand for quality and adaptability.

And that’s not all. In addition to technological and sustainable innovation, trends are also evolving in an aesthetic and experiential direction. Large-format surfaces, for minimalist and bright spaces, accompany the integration of tactile materials and natural textures, which enrich the multisensory experience. They convey welcoming neutral and warm colors, such as peach fuzz, while soft, curved shapes make environments more harmonious.

An Award to take stock of the most advanced innovation

An opportunity to identify some of the most promising concepts of the near future will be the seventh edition of Smart Label - Host Innovation Award, the recognition of sustainable innovation promoted by Host Milano and Fiera Milano in partnership with POLI.design and under the patronage of ADI - Association for Industrial Design.

“In the Smart Label 2025 applications, we expect to see a continuous and conscious evolution of technologies that can adapt quickly and incrementally to changing market needs, especially in relation to specific events,” comments Matteo Ingaramo, Past President in Charge for Institutional Affairs at POLI.design and Chairman of the Smart Label 2025 Jury. “’Social traveling,’ in particular, with groups of travelers united by specific interests, is transforming many niches into the mainstream, creating peaks in demand that are often difficult for operators to manage. This requires increasing adaptability of solutions, both in products and technologies, to respond in real time to these evolving needs.”

Smart Label is a contest reserved for companies enrolled in Host 2025. The awards are divided into three categories: Smart Label, which rewards distinctive innovative content; Innovation Smart Label, which celebrates innovation that exceeds established trends; and Green Smart Label, which recognizes distinctive features in terms of eco-sustainability. The winners will be announced during Host 2025, organized by Fiera Milano, the world-leading exhibition in technologies, formats and layouts for hospitality, out-of-home and food retail, to be held at Fiera Milano – Rho from 17 to 21 October 2025.

Nominations will be evaluated by a panel of experts consisting of: Matteo O. Ingaramo (Chairman), Past President in Charge for Institutional Affairs of POLI.design; Venanzio Arquilla, Associate Professor in Design at Politecnico di Milano and coordinator of the Graduate Course in Industrial Product Design and the Master in Integrated Product Design at the School of Design; Giselle Chajin, UX and Service Design Director of Tangity Italy; Markus Orthey, Design Director of Braun; Vu Duy Phong, Chief Design Director of DeLonghi Group for the DeLonghi, Kenwood and Braun Household brands (jurors).

With an historic participation of as many as 950 applications submitted in the previous six editions, and more than 280 products were awarded. Also in collaboration with POLI.design, and under the patronage of NEWH - The Hospitality Industry Network, the most innovative trends in hospitality design will also be featured in the Design Talks events.

Companies registered for Host 2025 can apply for a product, or a project under development, by 30 April 2025.

View and download the Smart Label 2025 regulations here.

Access the Smart Label 2025 registration form here.