A new User-Centered portal for Salone del Mobile

Founded in 1961 by Federlegno Arredo as a vehicle for promoting Italian furniture and furnishings exports, the Salone Internazionale del Mobile is the international reference point for the furnishing and design sector. The brand Salone del Mobile.Milano gathers five trade shows and the 55th edition (Milan, 12th  - 17th April 2016)  saw over 370.000 attendees from over 160 countries, in a 230.000 square meters area. 

Salone del Mobile Milano
New mobile-first portal
A new digital soul for the world leading design event

Salone del Mobile's goal was to give a wider breath to the brand, emphasizing the vocation to be a global reference point of design news and trends even beyond the trade show. The objectives were therefore increase audience engagement and drive it into a multi-channel experience.


In terms of layout, Tinext realized an important graphic restyling that enhances the creative component of the event. The homepage remains of key importance in the general website's economy: every specific content emerges in homepage with different levels and modulated depending on the period of year

Digital Transformation through Personas
After a competition among different agencies, Federlegno Arredo chose Tinext for its unique approach and a proven mix of competencies in user experience, information architecture design and implementation of business critical digital platforms.
First of all, Tinext made a User Centered Design analysis based on three classes of elements: content (Documents type, existing media resources…), context (business objectives, technology, financial resources…) and users (audience, search behavior, online experience…).

The results of the analysis and a focus group defined the Personas, fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. Tinext identified six Personas visiting salonemilano.it: exhibitor, retailer, designer, architect, journalist, consumer.


Building Customer Journeys in Design

For each of the six Personas, Tinext built a specific Customer Journey: from the initial information search, to the planning of the visit at the trade show, to post-Salone activities.


On this basis, Tinext established the website user-experience, based on different content items emerging from different sections depending on the user type and the period of the year.

Improved engagement and top performances

From the release of the website on February 12th until the closing of the main trade show on April 17th, the new salonemilano.it revealed an increase of 72% in visitors and of 35% in pages viewed. While unique users grew by 50% during the trade show. 


“The new salonemilano.it website combines the most advanced web design and digital communications expertise -  focused squarely on invigorating the visitor and exhibitor experience. Narrative storytelling, innovative services, a new vertical layout, a "mobile first" approach, videos and photo galleries are integrated in a single environment to meet the changing needs of consumers. We’re accompanying them on their Salone del Mobile journey - maintaining a relationship and an ongoing dialogue – before, during and post event”.


Salone del Mobile.Milano Official Press Release

More information

Discover more about the project. Download our Case Study. 

  • Emotional look&feel
  • Easy registration process
  • Efficient platform to plan the visit to the trade show
  • Targeted content to stakeholders and users
  • More accessible exhibitors' directory
  • Smart management of multimedia resources (articles, interviews, videos, pictures, press releases...)
  • Integration with third parties’ and legacy systems
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