AT HOMI, CREATIVITY RE WRITES STYLE Showcasing design and creativity for both home and person with style and innovation. These are the characteristics of HOMI, the Lifestyle Trade Fair, set to take place from 25 to 28 January 2019 at Fiera Milano. An unmissable appointment for the many professional visitors expected and a unique business opportunity for the 1,150 exhibitors (with 27% of these hailing from abroad from 38 different countries), who will be presenting a preview of the most interesting proposals in the lifestyle and accessory sectors. Not just products but ideas, projects, styles and different cultures, in an ever new format that helps operators to identify the trends that will characterise the coming season, through an increasingly broad and internationally minded exhibition offering. There will be a focus on those with the courage to innovate, with the presence of start ups and young designers thanks to Creazioni e Sperimenta, the area set to host creations made from cutting edge materials. Designed as a space with a keen eye on future scenarios, HOMI HYBRID LOUNGE is the area realised in collaboration with POLI.Design (an outstanding college belonging to the Polytechnic University of Milan) and WGSN, the international research institute that looks into new consumer trends. Thanks to the research activities of these two key players, HYBRID LOUNGE offers a concrete proposal of objects, innovative materials, finishings and samples dedicated to the interior design industry and organised according to future lifestyle trends, providing the operators with a complete overview in terms of shapes, colours and consumer habits. The HOMI Fashion & Jewels area instead represents a unique and prominent stage for the varied and dazzling world of bijoux and fashion accessories. Amidst the interesting style proposals, events and runway shows, the area once again confirms its status as a space dedicated to training activities and discussion: talks and workshops provides operators with ideas and new opportunities to boost their businesses and find new inspiration for growth. The January edition of HOMI is also synonymous with Festivity, the exhibition dedicated to items for the festive season and important occasions: from Christmas, with traditional decorations, to items to celebrate all occasions, this sector will see HOMI awash with colour and creativity. The companies present at HOMI will be able to meet Italian operators, in addition to a whole host of highly profiled international buyers from all over the world, thanks in part to the collaboration with the ICE (Italian Trade Agency). The countries selected, from Europe and the rest of the world, include the following: France, Germany, Great Britain, the Netherlands, Scandinavia, Algeria, Morocco, Tunisia, Libya, the Arab Emirates, Israel, Russia, South Africa, China, Hong Kong, India and Vietnam.
NATURE, CULTURE, EMOTIONS. THE HOME ACCORDING TO HOMI Countless novelties to be previewed at HOMI Living spaces as manifestos, sanctuaries for our feelings, and combinations of timeless styles. Objects, fabrics, decorations, tableware, kitchenware and much more, will narrate how trends are changing and what will be transforming our homes in the coming season. Nature inspires shapes, which emulate the knottiness of wood for sumptuous and original objects, transform plates with shades reminiscent of the sea, and pay homage to mountainous profiles through knives boasting blades that echo the steep slopes of the mighty Dolomites. The objects are never the same, they change depending on the sentiments of he who possesses them, they defy time re discovering age old traditions, made current in line with today s tastes. The fusion between genres and personalisation is being progressively established: arts & crafts are being rediscovered and remaining true to an Italian tradition that is so varied in terms of regions and expressive forms, while increasingly driven experimentation is creating novelties that anticipate the styles of tomorrow. Wood, tiles and leather in addition to man made materials treated to look like natural fibres: the home is re discovering the raw materials of the past, combined with contemporary design. This is one of the responses to the triumph of the trend for slim and synthetic design resulting from today s electronic devices, which are increasingly changing the styles of even the most traditional objects: the return to more natural and organic dimensions becomes the signature style for containers and vases to grace the table, as well as crockery, lamps, accessories and small decorative elements. The colours are natural and earthy, with many designers focusing on breaking the mould in terms of rationality in favour of more wild and casual forms. Today's home experiences our emotions and adapts along with them. With this in mind, objects are increasingly embodying emotions: they're romantic, fun, adventurous, nostalgic, practical and friends of nature. The home changes its mood in step with us, it expresses our desire to travel with our imagination, or becomes an accomplice to our desires. The fabrics in the kitchen, living room, bathroom and bedroom become canvases, choosing to represent our taste and style. Then, in a crescendo of sensations, fragrances for the ambient are increasingly joining colours and the shapes of accessories, with these also being chosen with the home owner s personality in mind, as well as the whim of the moment.
MATERIALS AT THE CENTRE OF STYLE REVOLUTIONS The scientific cultural partnership between HOMI and POLI.design part of Sistema Design at the Polytechnic University of Milan has been re confirmed; an alliance that has seen the creation of HOMI Hybrid Lounge, fruit of important research activities in Interior Design with a focus on innovative materials. HOMI Hybrid Lounge will comprehensively and continually propose new finishings in the Interior Design sector with respect to the research conducted during the previous three editions of HOMI: an activity aimed at identifying and opportunely selecting samples and materials/finishings. A scientific based approach alongside experiences, visions and passion will enable creatives, architects and professionals to get up to speed with the prospects for today s design industry, by experiencing the materials, arranged in revolutionary mood boards, first hand. In a scenario that is progressively being permeated by digital images and suggestions, it has become necessary to seek security and soundness in something that is physically present: it is this prerequisite that has inspired the research activities of POLI.design. Research into materials, understood as the matrix of all creative decisions, a concrete symbol of the technological and constructive evolution, and a challenge to develop new techniques and new formal choices, will represent an opportunity that will allow developers and designers to connect with companies and satisfy consumer trends. The installation curated by Salamanca Design will be more suggestive and evocative than ever before and will also comprise innovative objects and finishings in the Interior Design sector, in order to immerse professionals and buyers in a place awash with cutting edge content. For POLI.design: Prof. Francesco Scullica Organiser and Scientific Coordinator Arch. Fabio Daglio Organiser and Operational Coordinator Designer Angela Mazzotti Project Advisor
DESIGN INSPIRED BY A CHANGING WORLD AMIDST SMART EMOTIONS AND A RETURN TO NATURE With WGSN, HOMI becomes the observatory of evolving styles A look at 2020 from revolutions in customs to a return to the past and new trends. The observatory on trends at HOMI, the Lifestyle Trade Fair, scheduled to take place from 25 to 28 January 2019, will be enriched thanks to the contribution of WGSN, the leading international company in market analyses, trend forecasts and the consumer, which identifies the styles and ideas that will characterise objects and accessories in the coming seasons. The general picture is based on a significant and widespread desire to innovate: according to WGSN forecasts, 2020 will see the abandonment of traditional marketing, conventional company structures and mass consumption. The transformation imposed by 5G in the mobile sector will bring about the domain of m commerce and will see the accelerated en masse adoption of augmented reality (AR) and experiences through virtual reality (VR). In other words, monumental transformations that will change the future of consumer involvement. Nonetheless, it is precisely this continual flow of smart novelties that will create the prerequisites for trends mindful of emotivity, individual sensitivities and accessibility, as well as the productive comparison between generations that are more connected to past customs and young people who are becoming increasingly digitised. Breaking the mould and discovering new forms of expression, far from the masses, will be the source of inspiration to attract the attention of ever more critical and mindful consumers: the opportunities to personalise one s choices, distance oneself from consumer logic and embrace the storytelling of more multi faceted brands with greater values, will lie at the heart of new consumer choices, which are increasingly being geared towards life experiences and not simply towards products to be possessed. The three main trends analysed in depth during the Lifestyle Trade Fair, are as follows: CODE CREATE, the trend that inspires an intelligent return to nature; DESIGNING EMOTION, the trend inspired by the necessity to breathe life into emotions through the use of the most advanced technologies; EMPOWER UP!, i.e. the new collective awareness surrounding major problems that unite us all and the opportunities to be seized as a community so as to solve these pressing issues. CODE CREATE takes inspiration from the new relationship between man and nature, no longer solely intended as the surrounding environment, but as a genetic palimpsest for the founding of our individuality: the importance of genetics and DNA readings to identify cures and treatments as well as potential consumer trends a prospect alive with opportunities yet to be discovered can inspire objects with longer and more sustainable lifespans, characterised by special attention to functional decorative details and innovative colours for a futuristic retro look destined to create new natural codes in the practices of the new consumer.
Emotional intelligence is one of the new aptitudes to tackle the forth industrial revolution, with the DESIGNING EMOTION trend being developed from this prerequisite. In the coming years, emotions will increasingly prove to be fundamental for a more comprehensive interaction with the smart machines that will play ever larger roles in our everyday lives, at work, at home as well as in our free time. Humans will become more and more technological and technology will subsequently become more human: a voice, and not physical contact, will represent the interface airy, impalpable and highly personalised with which each of us will manipulate smart objects. If the brain of things will be developed by electronics, designers will be responsible for creating their souls : only in this way will it be possible for people to experience a progressively profound relationship with their surrounding environment. In this case, WGSN advises designers to take a step back, once again diverting their attention to organic shapes, the choice of soft colours and traditional artisan techniques. EMPOWER UP! spotlights the propensity of new generations, in particular Generation Z, to create a new collective voice to demand political and social change. A new responsibility that also involves companies and must, even in the design sector, see greater attention being paid to usability on behalf of more disadvantaged people, weaker social groups and developing countries. This trend sees designers being required to encourage DIY designing and embrace the consumer s creative spirit, so as to create unique and customisable objects in their sectors, whilst paying close attention to sustainability.
HOMI FASHION & JEWELS: FASHION ACCESSORIES REVEALED IN ALL THEIR ASPECTS Fashion accessories, bijoux and style ideas take centre stage from 25 to 28 January 2019 at the Fiera Milano Lifestyle Trade Fair From 25 to 28 January 2019, fieramilano hosts a new edition of HOMI Fashion & Jewels, the HOMI sector dedicated to personal style, proposing the latest developments and trends in the bijoux and fashion accessory industries. HOMI Fashion&Jewels confirms its status as an important business event and unmissable occasion to identify new trends and discover original forms of creative expression. An extensive offering comprising long standing Made in Italy companies, young creatives and top brands, in addition to the two HOMI SPERIMENTA areas, one with a focus on the fashion industry and the other with a focus on the bijoux sector. Dedicated to experimentation and research, these sections will host a selection of designers, young creatives and emerging companies alongside their original and exclusive proposals, fruit of particular artisanal research into materials and shapes, which will diversify the event offering with unique items and compact excellence of incomparable quality. Tuttepazzeperibijoux, the space that offers selected and niche jewellery characterised by originality, is also returning to the event in January. Conceived and created by Maria Elena Capelli, coolhunter and Tuttepazzeperibijoux jewellery blogger, this area, which has been running for several editions now, represents a point of reference for concept stores and jewellers, seeking unique, handmade and premium quality jewellery. Last but not least, an interesting schedule of talks and workshops enriches the exhibition event, by providing new opportunities as well as suggestions and ideas on the most important themes for sector players. In hall 3, the runway show events have been re confirmed and will shine the spotlight on a number of the exhibitors collections in a mix & match of bijoux and fashion accessories. Milan, 25 January 2019 Fiera Milano Press Office Tel. +39 02 4997.6675 02 4997.7939 E mail: homipress@fieramilano.it Website: homimilano.com