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HOMI – where business meets pleasure
HOMI… a dynamic journey through lifestyle trends, unique shopping experience of the future, business opportunity, a chance for exhibitors and buyers to meet in one place – in Milan, Italian fashion capital.
Typical metropolis as Milan creates a fusion of new and inherited tradition, which is at the same time cosmopolitan and “loud”, open for new experiences, friendly and extremely imaginative…
Like previous years, we’ve had the privilege to be a part of the creative synergy of HOMI Lifestyle fair held from 15th to 18th of September, which is getting larger and larger every year.
This innovative fair format is an incubator for trends in the areas it relates to - household items and textiles, kitchen utensils, costume jewellery and fashion details, and organizers are constantly embarking on new challenges with an emphasis on the latest world trends and customs in the world.
The latest, eighth edition of the HOMI 2017 fair, held in the Fiera Milano, was a host for almost 1.370 exhibitors, where 34 % of the participants came from 37 different countries, mostly from Spain, France, Germany and India. During three days, 62.000 people visited this fair – 18 % was from abroad – Greece, France, Germany, Portugal and even Central America.
One thing is for sure – HOMI fair is greater and better in its every edition and it opens its door for a revolutionary approach which generates “Made in Italy” concept of living.
HOMI tells us a story about new ideas that fit in the whole vision in which lights, colours and emotions are transformed into concrete suggestions for elegance, originality and wisdom, inspired by tradition, craftsmanship and entrepreneurial creativity. This is a place where ideas are turned into objects and where many objects stimulate the birth of new ideas.
Many other operators, which are a part of the ITA-ICE collaboration have joined the visitors, in order to give companies the possibility of accessing the market, or to be more specific, highly profiled international audience, in accordance with their business proposals. Those are selected buyers which have presented, among others, countries like Russia, Japan, SAD, China, India and South America. Also, we could note a greater presence of operators coming from Spain, Israel, Jordan, Iraq and Egypt, while for the first time, we could see representatives from Angola and Ethiopia.
Since this fair is a journey of creation in itself, HOMI Trends had presented us with one of the most interesting initiatives that dedicates the space to materials, which are a starting point of absolutely every single one stylistic idea. The space had a role of narrator for the new trends, identified by WGSN company, leading market researcher and analyst, along with HOMI Hybrid Lounge workshop, which was designed in collaboration with POLI.design, heart and soul of the Design System at the University of Milan, which present the latest trends of materials and finishes for interior design.
By opening its doors in Fiera Milano, HOMI began its dialogue in many languages. While walking through series of thematic halls, with each new step you make, you come to realise its specificity, which makes it stand out from any other fair we’ve ever had the chance of visiting.
Even technology, the intangible raw material, was presented as a foundation for new proposals within HOMI Smart, which questions the close connection of design and technology. All eyes were on materials because of the numerous innovations presented inside “Da Uno a Cento” (From one to one hundred) and “HOMI Sperimenta e Creazioni” (HOMI experiments and creations) spaces, dedicated to research and artistic creation.
HOMI is an exquisite creative platform focused on young talents, promoting a combination between creativity of today and design of the future.
“Design Competition” – a Lombardy initiative organized in collaboration with Unioncamere Lombardia and ADI, Italian association for industrial design, gives young designers a chance to face the market and new home and personal objects design, inspired by this year’s theme of sharing.
Each creative impulse transformation into an art piece is a sensible process.
For that reason, 40 winning projects were presented at HOMI fair, in a space that was transformed into a narrative for the future of design, accentuating space saving, reuse of everyday materials and simple forms, without letting go of elegance. These were the examples of young creative experts, who have, through simple objects like chairs, lamps, accessories, bookshelves, tables and many more, de facto brought life into interior design for years to come.
A large offering of lamps, barbecues, garden accessories and imitation jewelry was also displayed for all curious visitors and professional buyers.
Alchemy of design, art and crafts, research and tradition, become an unbreakable part of the initiative like “La Magnifica Forma”, an event dedicated to rediscovering a rich cultural heritage and Italian creation, where around 100 selected products were presented, which in their own way represent a true value of traditional production, with today’s aesthetic, taste and requests.
Since Milan is a fashion centre, the inevitable part of HOMI fair is an area related to fashion and jewelry. Fashion & Jewels event also highlights the material nature of a creative objects thanks to the “La Pella della Moda” exhibition focused on the vivacity and functionality of traditional material which never ceases to regenerate and constantly gives new opportunities to the fashion industry.
In the space of WEARABLE FASHION ACCESSORIES, we had the opportunity to see how smart elegance changes our habits thanks to the students of University of Milan. They have created a research fixated on the influence of digital technologies on fashion, with attention focused on the relation of functionality, aesthetics and interaction.
Three fashion accessories are our absolute favourites from this area because they’re beautiful, they contain contemporary technology and they can be used every day. The first one is a women’s bag, which warns you if there’s anything missing from your bag (stolen, forgotten or lost) thanks to the sensor located in your shoulder strap. The second one is a design which can charge your gadgets thanks to the energy produced by walking, while the third one is a comfortable pair of shoes with innovative design, characterized by a combination of sporty and stylish elements.
WGSN research study was presented during five meetings – TrendTalks – held on Friday September 15th and Saturday, September 16th in HOMI Trends space, giving us a useful guide for understanding and expecting consumer trends, with targeted proposals.
HOMI was for us a kind of journey into the future. What all women imagine, and this is a magical mirror, thanks to whom you can easily choose your style and outfit, we have seen right here!
In the space organized in cooperation with Thedecoside - marketing and communications agency, and IMAGINE magazine, we had the opportunity to test the presented products through expert journeys through which we were led by experts and consultants. Virtual wardrobes completed this space, so here it was possible to try out the unique experience offered by Xoonia and MADEITUP, a Milan start-up companies. They designed a digital mirror, or a touch screen that represents the image of a client dressed up and equipped with selected items in digital form!
The novelty of this edition is HOMI BEAUTY STYLE – a space which presented us with solutions for personal care and beauty. It is an area in which visitors had the chance to inform themselves regarding the latest trends and proposals offered by the beauty industry – makeup, perfumes, nail polishes, treatments for men and women, as well as hair care products and accessories.
We’re very intrigued by HOMI universe, with numerous workshops, conferences and research labs, which are the lifeblood of this event.
Visiting HOMI fair is a unique experience, consisting of countless interesting frames. HOMI is a journey through the world of beauty, a recommendation for industry players, but regular visitors as well. It is a place where business and pleasure meet.
We’re eagerly awaiting the ninth edition of the fair, scheduled for period from 25th to 28th of January 2018.
Please visit www.homimilano.com
READ THE FOLLOWING TEXT: HOMI: where materials are transformed into style