Guided by Jacopo Abbate, students from the Master in Event and Exhibition Design at Scuola Politecnica di Design took part in a forward-looking workshop focused on rethinking how we design and experience trade fair spaces. Using Salone Satellite, the renowned platform for emerging designers within the Salone del Mobile, as a case study, the workshop encouraged students to develop new models of engagement between exhibitors, visitors, curators, and institutions.
Rethinking the Role of the Trade Fair
In an era where the traditional role of trade fairs is being questioned by the rise of digital platforms and decentralized urban events, students were challenged to explore more immersive, participatory, and site-specific alternatives. The goal: design exhibition experiences that are relational, inclusive, and relevant to the social, cultural, and environmental shifts of the past two decades.
Field Research as a Starting Point
The workshop began with field research, allowing students to analyze the current dynamics of trade shows and identify areas for innovation. This research formed the basis for proposing creative strategies inspired by formats such as festivals, sports events, and concerts, with the aim of transforming passive visits into active, memorable experiences.
Sustainability at the Core
Particular focus was placed on exploring sustainable exhibition practices. Students worked on low-impact materials, modular design solutions, and reuse strategies, envisioning installations that are not only visually compelling but also mindful of environmental impact.
Designing Collective Experiences
The workshop invited students to move beyond individual exhibition stands and think in terms of collective spaces, where interaction and storytelling create a shared narrative. By doing so, they developed concepts that reflect the evolving identity of trade fairs, no longer just places for display, but platforms for dialogue, community, and engagement.