MILAN, Italy – On 27 October in fieramilano, the curtain closed on a show that marked an important step in the evolution HostMilano. All of the predictions made on the eve of the show had to be increased, with growth of 13.5% in terms of the presence of professional visitors, up to 150,968.
And, most of all, there was an exponential increase in terms of professionals from abroad – 60,383 from 172 countries, 40% of the total, and with growth of 17%.
With top results from the U.S., which saw an impressive 77.16% increase in visitors, there’s unmistakable confirmation of the growing prestige of HostMilano on American markets.
This fact had already been underscored by participation in the show by the U.S. Commercial Service and the resulting boom in American exhibitors (+26%).
Professionals from China were also drawn to the show and their numbers grew by more than one-third – +35.8% – despite a slowdown in the country’s GDP,which this year will grow “only” by about 7%.
Compared to traditional markets, Host2015 serves as an indicator that there is a comeback taking place. Visitors from Spain (+26%) were up by one-fourth while France (+21.21%) was up by one-fifth and Germany (+13.95%) saw double-digit growth.
“More than being an on-going process, now the internationalization of Host can be said to be a fact, which can be seen in the size, numbers and quality – says Fiera Milano CEO Corrado Peraboni –.
And that’s not all. Host also reflects the new geopolitical scenario, opening itself up to markets like Iran, Africa and Cuba.
The increase of 13.5% in terms of visitors was due to various factors – the focus on supporting companies in all ways over the long-term, the great commitment to scouting abroad – thanks as well to the collaboration with ITA–ICE – and to the synergy with the city and what it represents for ‘Made in Italy.’ This is the successful path taken by Host, and it will also lead us to working to accelerate the internationalization of other exhibitions.”
The logistics of having the show take place during the final days of EXPO, which saw an especially large number of visitors, were also successfully managed. “We worked constantly with law enforcement officialsand effectively collaborated with everyone from the public transport department, and thanks to the technologies we have, Fiera Milano was able to manage a great number of people and means of transportation in a highly flexible and efficient way, confirming our established expertise in holding large events,” added Peraboni.
The evolution of Host2015 as an ever more global platform – where it’s not just about offering a “taste” of a product as much as about high-level international networking and creating a foundation for wider-ranging business – was seen as a positive development by exhibitors who used this as a strategic advantage.
For example, Chiara Roncagli, Brand Manager of Angelo Po says: “The show has become much more ‘institutional’ with many more dealers and distributors from all over the world that we only see at Host.”
Ennio Parentini, Commercial Director of Italmill adds: “In short, Host is providing us with excellent stimuli. Here, visitors are more international and, most of all, more curious and looking to the trends beyond just products.”
The coffee industry has come out of this edition demonstrating it is still on top: “For us, Host is the main trade show – says Leonardo Mazzieri from the Marketing Department at Nuova Simonelli –It’s the occasion for presenting new products and where we meet our customers and potential customers from all over the world.”
Foreign exhibitors also expressed satisfaction. Laia Umbert, Marketing Manager for Southern Europe for Manitowoc, says that “…Host is the most important trade fair we participate in, and the people who come to our stand are highly qualified and very professional.”
The large delegation of foreign buyers who attended are proof that Host2015 is the key to opening the doors to the most dynamic markets today, such as the Middle East and Far East or Eastern Europa, or even the markets of tomorrow, like South America, Maghreb and Africa.
“There’s strong demand for Italian style – says Andrej, a buyer from a company in Doha (Qatar) that represents many prestigious brands in the UAE– For example, we are discovering traditional Mediterranean products. And this is the best place to find the style and the technologies to manufacture them.”
There was a great number of Chinese professionals. Mr. Liu, whose company in Beijing has evolved from importing roasted coffee to owning a chain of coffee shops, says: “We have more than 30 stores in major cities, and we are responding to the growing demand for quality coffee. Our typical customer is a young student and their preferred way to eat out is with a ‘Western-style’ breakfast. They love to walk around with a cappuccino in hand, and they know how to recognise good coffee. Here we find the machines, the mid-to-high level ingredients for our needs and we learn about coffee culture from Italians.”
“Until a few years ago, in Bulgaria, Italian artisanal gelato was completely unknown– says Daniel, Sales Manager of the largest importer of machines for making bread and gelato – Today, our company alone has 60 installations of Italian machines for making artisanal gelato.”
Tako, the Import Manager of a holding company in Tbilisi (Georgia) represents the most famous Western fast food brands in former Soviet countries: “Made in Italy can’t be beat for its sense of hospitality, taste and design. But we are also here to learn about your way of doing business with continuous discussion and a focus on innovation.”
It’s our style as well as innovation that is leading us to ever new markets. “Even though European machines are penalized by high import taxes – explains Miguel, Purchasing Director for a leading food equipment company in Argentina for the mass-market channel– we come to Host to get them because they have more advanced technologies than what is available in our country.”
“Maghreb – says Mohamed, the General Director of one of the largest food equipment importers in the area, with headquarters in Algiers – has evolved greatly. Older generations were more tied to France and French products. While younger people have more money, travel more and really appreciate ‘Made in Italy.’ Furthermore, importers in our region also have representatives in the sub-Saharan countries, which is an ideal market for more entry-level products.”
Host2015 was made all the more exciting thanks to more than 400 events, including seminars, workshops, competitions, championships, cooking shows and tastings. Gianni Cocco from the Como area was crowned the “Best Barista in Italy” while the World Pastry Championship saw a surprise victory from Japan. The silver medal went to a very determined Italian team. Host2015 also marked a Guinness World Record for the greatest number of types of chocolate gelato flavours – more than 120.
Host2015 also held various competitions, starting with two awards given by HostMilano in partnership with POLIdesign and with support from ADI. There were three winners for HOSThinking, focused on the most interesting concepts for the new generation of “outside the home” design experiences.
The 4,000-euro first prize was given to the Fuori Pasto project from Federica Sciacca and Maria Letizia Tedeschi with a type of shelf element installed outside of restaurants to create a second distribution channel that is faster and cheaper; the 2,000-euro prize went to the second-place project Mio from Estephania Largaespada and Adrian Valerio with a restaurant that integrates augmented reality so that customers can personalize their experiences; third place and 1,000 euros went to the Scene project by Roberto Ferrini and Megan Lueneburg with a bar concept that features the stories and identities of local restaurants on the scene.
Host2015 also served as the backdrop for announcing the winners of the International Architecture and Design Award for Bars, Restaurants and Hotels, organised by In/Arch with Archilovers, In/Arch Lombardia, the architecture department of the Università degli Studi Roma Tre, Il Gambero Rosso, Artribune with HostMilano – Fiera Milano and with support from ADI (Industrial Design Association).
Prizes for architectural works went to Hotel In Sofia (Bulgaria) by Lazzarini Pickering Architetti; Hotel Weisses Kreuz und Ansitz Löwenwirt in Burgusio by Architekten Marx/Ladurner; Relais San Lorenzo in Bergamo by Natalini Architetti; Terrazza Triennale in Milan by OBR Paolo Brescia and Tommaso Principi; Zen Sushi Restaurant in Rome by Carlo Berarducci Architecture. For design, Alla Lettera,“literary” coat racks by yetmatilde won; the Cucina nel Baule by Marco Poncellini won, as did the Sliding beds by Mimesi 62 Architetti Associati.
There was also great success for the EXIHS space, the multi-function conviviality concept of tomorrow. Dante O. Benini & Partners Architectscame up with the concept, which was further enhanced with graphics curated by architect Pier Luigi Cerri and a visual project by architect P. Denise Viviani.
There was also a “green lung” by the Studio Ankhè and a selection of must-have design pieces from Italy and elsewhere to bring the space to life. There were the design icons Alessi, Kartell and Slide, lights by iGuzzini, silver pieces from Zanetto and “smart working” offerings from Sagsa alongside luxurious leather chairs by Baxter and the convertibles from BK Italia with innovative night-time solutions.
Then there was FIAM’s passion for glass that embraced the unmistakable Scandinavian allure of Nyanordiska and special furnishings collections by Ivanoredaelli.
Essences from Kartell Fragrances come together with the world of high tech with headphones from Plantronics, fitness machines from Technogym, audio-video systems fromYahama and Leading Technologies or there’s theEnomatic wine dispenser – all of this with flooring and wall coverings from Liuni as the backdrop. Even the staff in this area will be wearing an iconic Italian brand – Fraizzoli , which is known for its quality uniforms.
The appointment for 2017, when HostMilano will celebrate its 40th edition, is to be held at fieramilano in Rho from Friday, 20 October, to Tuesday, 24 October.
