There is a growing worldwide desire to increasingly experience social relationships in quality out-of-home environments. And the numbers bear this out. According to Allied Market Research, the value of the global contract furniture market is close to $153 billion, with a projected CAGR of 5.4 percent through 2030. In Europe, says Statista, the segment dedicated to hospitality is worth about 45 billion euros while in Italy, as the Centro Studi FederlegnoArredo explains, contract (including offices) accounts for 30 percent of the total turnover of the furniture sector (i.e., more than 17 billion euros out of a total of about 52), with expanding demand especially for hotels, restaurants and food retail.

These numbers talk about a dynamic industry, where technological innovation and sustainability are redefining the aesthetics and functionality of convivial spaces. One of the most evident trends? The integration of artificial intelligence and home automation solutions, which enable ever-increasing hyper-personalization while improving energy efficiency. In parallel, eco-design continues to grow: eco-friendly materials and water- and energy-saving systems, as well as fair and inclusive solutions, become indispensable elements of new projects.

In particular, the contemporary design of shared spaces is enriched by various material trends. Biophilic, for example, is an approach that aims to integrate elements such as plants, organic materials and natural light, promoting well-being and reconnection with the environment. In turn, warm minimalism proposes environments characterized by simple, clean lines, yet where “tactile” materials such as wood and natural fabrics, along with neutral tones, create welcoming and relaxing atmospheres. Finally, vintage revisited reinterprets the design of the past, bringing iconic furnishings into a contemporary context through the use of modern materials and technologies, often with rounded shapes and ironic references.

From user experience to eco-virtuous behaviors

As consumers are increasingly aware and proactive, user experience also stands out among the criteria guiding design, with environments designed to encourage eco-virtuous behaviors on the part of users and ensure simple and intuitive interactions. A philosophy that, on the back end, also applies to equipment in the kitchen and behind the counter. Finally, there is also a certain rediscovery of analog solutions, such as physical controls in the kitchen, appreciated for their immediacy and practicality.

“User experience today is not just a matter of digital interfaces, but a fundamental tool for driving virtuous behavior,” explains Venanzio Arquilla, professor of Design at the Politecnico di Milano and a juror of Smart Label 2025. “A well-designed product can induce the user to optimize energy and water consumption, or to better manage time and temperature in work processes. We are witnessing an evolution that goes beyond the fascination with technology for its own sake and leads to integrated solutions designed to meet concrete needs. Hyper-personalization also comes through UX, with devices guiding operators in preparing food in line with new food models. At the same time, we see a return to physical buttons, especially in professional settings, where practicality trumps digital aesthetics. The future of design in the hospitality world will be about seamless integration of technology and functionality.” 

At Host 2025, at Fiera Milano - Rho from 17 to 21October, contract will be the protagonist not only in the exhibition itinerary, thanks to the Furniture-Technology and Table areas, but also with the seventh edition of Smart Label - Host Innovation Award, the recognition of sustainable innovation promoted by Fiera Milano and Host Milano in partnership with POLI.design and under the patronage of ADI - Association for Industrial Design.