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MILAN, Italy – Smart surfaces that recognise temperature. Sensory experiences that enrich the act of consumption. Materials that combine durability with aesthetics. These are just a few of the innovations that now shape our daily lives but which first took root in the world of hospitality. More and more, hospitality is acting as a laboratory where ideas are tested, refined and ultimately adopted far more widely.
Against this backdrop, Smart Label – Host Innovation Award, promoted by Fiera Milano and Host Milano in partnership with POLI.design and under the patronage of ADI – the Association for Industrial Design, has established itself in only eight editions as the global reference point for innovation in the sector. This year once again, the winning products show why. The awards are given across three categories: Smart Label, for products with distinctive innovation at their core; Innovation Smart Label, for those that challenge established trends, particularly through digital solutions; and Green Smart Label, which highlights products that stand out for their sustainable credentials.
The jury that conferred the awards was composed of leading experts: Chair Matteo O. Ingaramo, Associate Professor at the School of Design of Politecnico di Milano; Venanzio Arquilla, Associate Professor at the same school; Vu Duy Phong, Chief Design Director at De’ Longhi; Markus Orthey, Design Director at Braun; and Giselle Chajin, Service Design Director at Tangity / NTT Data.
The submissions reveal a sector in which innovation is no longer an afterthought but an integral part of the process, transforming market challenges into concrete solutions. Digitalisation and artificial intelligence are no longer “nice to have” features but the very backbone of products. They allow consumption to be monitored, maintenance to be optimised, and processes to be simplified. Technologies developed for one field are being successfully applied elsewhere: the start & stop function, for example, has found its way into deep fryers to reduce waste and energy use.
Alongside digital, sustainability has become ever more central. It is seen not only in terms of reducing consumption, but also in the use of eco-friendly materials, low-impact solutions and products designed to last longer. This vision of sustainability is closely intertwined with design, where aesthetics and functionality go hand in hand. Some solutions reinterpret archetypes from the past in a contemporary key, such as retro-style refrigerated counters that combine vintage looks with high efficiency.
The shortlisted products also show a remarkable ability to respond quickly to shifts in consumer behaviour. Coffee machines are evolving to meet demand for specialty coffee and new extraction methods. Hardware and software solutions for delivery are growing at an exponential pace. New models of hospitality based on motivational communities are also emerging. There is no longer a single dominant approach, but a mosaic of experiences that must be customised.
Host 2025, a global platform for dialogue and inspiration
“As this year’s entries confirm,” comments Jury President Matteo O. Ingaramo, “hospitality is becoming a laboratory that anticipates wider societal change. We are not just talking about new technologies, but about a culture of innovation that integrates digital, sustainability and design. Artificial intelligence, for instance, is no longer a detail but the backbone of products and services. At the same time, awareness is growing that innovation must be inclusive, fair and built to last. This is where design makes the difference, bringing together aesthetics and responsibility, experience and performance. Smart Label and Host Milano are key players in this process, giving visibility to solutions that meet today’s needs and point the way to those of tomorrow.”
“With Smart Label, we shine a light on solutions that speak of the future of hospitality, while also underlining the role of Host as an international platform for exchange and growth,” adds Francesca Cavallo, Head of Hospitality Exhibitions at Fiera Milano. “Host is not just a hub for doing business, but a stage for sharing knowledge and experiences. It also reflects Fiera Milano’s ability to support stakeholders across entire supply chains, building bridges between different worlds and championing innovation as a driver of development.”
Host Milano, long committed to sustainability, is now reinforcing its role as a guide along an ESG pathway to be shared with exhibitors and visitors alike. The aim is to highlight not only technological and design solutions, but also those that reduce environmental and social impacts. This commitment runs through the entire exhibition, making sustainability – alongside innovation and digitalisation – one of the key pillars for the future of hospitality.
At Host 2025, presented by Fiera Milano from 17 to 21 October, innovation goes beyond the Award to permeate the entire exhibition journey. Visitors will find award-winning products displayed in dedicated spaces, alongside previews of new launches from leading brands, start-ups and outstanding Italian and international niche players at their stands, and a rich programme of events. Particularly noteworthy among these are the Design Talks, which will focus on the most pressing issues in design, again in collaboration with POLI.design and under the patronage of NEWH – The Hospitality Industry Network.
The full list of winners can be viewed and downloaded in the Smart Label section of the Host website.
