THE’innovation is increasingly central to the great Ho.Re.Ca world. – acronym for Hotellerie, Restaurant & Cafè – which has returned to growth as highlighted by an in-depth analysis of the Annual Catering Report of Fipe Confcommercioby Bain & Company Italia which indicates an increase in revenue between 4 and 5% in 2024 while a study by McKinsey & Companyy shows that in Italy tourism – which contributes significantly to the business of the away-from-home sector – represents around 10% of GDP.
Scenario that results in investments: on the one hand, in the creation of experiences phygital and the integration of artificial intelligence; on the other, in the development of environmentally friendly materials, multisensory interactions, biomaterials and carbon-free production processes. Innovations and design approaches that will have an ever-increasing impact on catering and hospitality. And which has been explored by for thirteen years Smart Label – Host Innovation Awardrecognition promoted by HostMilan And Milan Fair in partnership with POLI.design and with the patronage of ADI – Association for Industrial Design which in six editions saw the presentation of around 950 nominations, with over 280 products awarded.
Also for the seventh edition of the award which kicks off, the Awards will be awarded during HOSTMilanthe demonstration world leader for professional hospitality and away from home which will be held at Fieramilano from 17 to 21 October 2025. A commission made up of professors from the Polytechnic University of Milan and experts will evaluate the proposals for the Smart Label, Innovation Smart Label and Green Smart Label categories. Special Mentions are also available for food & beverage products. The deadline forsending of applications it’s for the April 30, 2025 (here are the rules for participating). Here, all the details on the regulation. During the event, in addition todisplay of the winning products in the’Smart Label area and the publication of a Index which collects photos and genesis, will also be held Design Talksrefresher seminars dedicated to architects and experts in the hospitality sector who will delve into the themes of sustainable innovation expressed in design, concepts and formats. Another initiative arises from the partnership between HostMilano and POLI.design, and sees the patronage of NEWH – The Hospitality Industry Network.
THE projects candidates explore four macro-areas: Smart Label, Innovation Smart Label, Green Smart Label and Special Mentions. Over time, many proposals have placed emphasis on co-creation and user experience, shared products and activities in which users increasingly become part of the processes thanks to equipment and technologies that allow them to play an active role as for example automatic or semi-automatic systems for real-time food preparation.
An important trend is sustainability: recycled materials and technologies that reduce consumption are real values recognized by the contest. Connectivity is the third theme. Intelligent and connected objects that create ecosystems to optimize use, start scheduled and preventive maintenance processes, control costs and avoid malfunctions or block the supply chain, such as IoT projects capable of connecting different realities and generating ecosystems for use by the supply chain. Finally, solutions that meet new eating styles and that facilitate food inclusion, i.e. those “flexible” products that satisfy the needs and preferences of users, such as devices to manage preparations in parallel and, therefore, respond to intolerances or specific ethical choices.
“In a challenging moment like the one we are experiencing, the return of the Smart Label – Host Innovation Award is even more significant, a recognition of world-class advanced innovation, the flagship of an event that in itself is the reference undisputed global player in the sector – he explains Simona Grecoevents director of Fiera Milano -. Smart solutions and attention to sustainability, not only environmental but also social, are essential factors for the resilience and growth of companies. Due to its characteristics, the Ho.Re.Ca. sector often anticipates general trends: for this reason, the ideal context to promote innovation is a leading international platform in professional hospitality such as HostMilano”.
“Hospitality in the first quarter of this century is apparently dominated by the digital in terms of access to goods and services and the ability to program and visualize the user experience drawing on networks and AI – he underlines Matteo Ingaramoprofessor of POLI.design who adds: “Never before has the material and tangible dimension of the ‘away from home’ experience become crucial to satisfying increasingly higher and more informed user expectations, in which attention to sustainability and performance are expected at the highest levels.
Designing the full and perceptible integration between these two aspects can be the key to interpreting the hospitality market of tomorrow in which material and immaterial are more connected than ever”.
All information on https://host.fieramilano.it/