A new User-Centered portal for Salone del Mobile

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The cutting edge of furniture

Since it was founded in 1961, Salone del Mobile has become the leading reference point for the design industry, epitomising the ideals of business and culture. Over 370,000 visitors flock from around the globe to view the very latest creations from renowned artists, designers and architects during the Milanese trade show.

A new digital soul for the world leading design event

Much more than a simple website, the Salone del Mobile team was looking to create a highly-immersive, multi-channel web experience worthy of the event itself, one that would become a global reference point for the world’s design news and trends both during the show and the other 11 months of the year.

Engaging, custom-made content and tools, a full graphic restyling and a multi-channel, content-driven approach would then capture the imagination of users in different ways and translate into a boost in online ticket sales and registration.

The website also had to become an integral element of the show, captivating visitors’ imaginations as they interacted with Salone spaces, furnishings and events, to then seamlessly segue into a rich content experience that would hold the user’s interest year-round.

Digital Transformation through Personas

The first crucial task that Tinext set out to check off the list was an in-depth User-Centred Design to understand visitor personalities. By defining six personas (exhibitor, retailer, designer, architect, journalist and consumer) based on behaviours and preferences, Tinext was able to map tailor-made customer journeys before, during and after the event, paving the way for individual user experiences. Key factors such as initial information searches, visit planning and post-show site use were analysed within the framework of the personas to optimize year-round engagement.

To add extra visibility every month of the year, Tinext worked with Salone del Mobile’s Trend Lab to develop a go-to resource for the industry. The resulting long-term observatory on the world of contemporary living, design and lifestyles offers exclusive interviews with important architects, designers and trend-setters combined with user interaction to form an active user community.


visual communication 
and emotional look&feel

Valuable original
Branded Content uploaded
throughout the year


Increase in 
online registration


ticket sold online


Height of website
traffic reached


of new users

Intuitively, Tinext understood that we wanted to capture user imagination through beautiful imagery, imaginative storytelling and a rich multimedia experience. We wanted to give users a choice in how to interact; social network integration gives them more choice and has dramatically increased engagement.

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