Kitchen & Bath Business May/June 2024 - 19

FOOTSORE NO MORE: THE TRADE SHOW RECONCEIVED
At Salone, design is not limited to products; experiences are also reinvented.
Habitual trade show attendees will be interested in how
Lombardini22, a multidisciplinary studio that applies neuroscience to
support the architectural design process, reimagined the floor plans of
some of the exhibit pavilions to make visits more intuitive and easier
to navigate.
After conducting several experiments in a virtual environment, the
research team instituted an IRL approach at Salone. Before heading out
to the tour the exhibits, volunteers were fitted with an electrocardiogram
bracelet and an electroencephalogram headset to measure their neurological,
emotional and perceptual reactions to the revamped floor plans.
The data was convincing. Quantifying the results of Lobardini22's
tweaks in the EuroCucina pavilions, visitors shaved off 10% of the time
previously needed to see all the exhibit stands. People reached their destinations
in the halls more easily, with orientation skills improved by 15%.
Memorability also increased, with attendees remembering 50% more of
the exhibitors' booths.
At the 18,000-square-meter International Bathroom Exhibition, the
new loop-shaped circuit efficiently channeled visitors to the 180 exhibitors
in 640 meters, down from previous shows' trek of 1.2 kilometers.
The main pathways were widened to improve navigation, with cultural
installations and quiet areas strategically located to counter fair-goers'
fatigue - refinements that visitors and exhibitors alike will appreciate
at next year's Salone.
ABOVE Lombardini22 used
feedback from neuroscientific
analysis to reconfigure the floor
plan for some exhibit halls. The
project focused on the quality
of the visitor experience and on
maximum visibility for exhibitors.
" The spaces work to make
the event work, " said Cristian
Catania, Reinventing Fair project
director at Lombardini22.
lombardini22.com
Photo credit: ©
TOP In its Wonder Rooms
exhibit curated by Q-bic
Studio, Travertini Paradiso
investigated how a timehonored
material used
in contemporary spaces
can promote well-being.
travertiniparadiso.com
Photo credit: Travertini
Paradiso
Lombardini22
MIDDLE Cosentino
introduced its Earthic by
Silestone Collection in an
installation by Formafantasa
that emphasized the
sustainability of the product
and its production methods.
cosentino.com
Photo credit: Cosentino
ABOVE Surfaces at Salone
were bold in pattern and
color. Large aggregates were
a greater presence than
stones with subtle marks and
veins. For Pianca, Breccia
Aurora engineered marble
from Quarella brought the
Orizzonte kitchen collection to
life. pianca.com
Photo credit: Salone del
Mobile.Milano 2024 ©
Monica
Spezia/Living Inside
KBBONLINE.COM
19
http://www.travertiniparadiso.com http://www.cosentino.com http://www.pianca.com http://www.lombardini22.com http://www.KBBONLINE.COM
Kitchen & Bath Business May/June 2024

Table of Contents for the Digital Edition of Kitchen & Bath Business May/June 2024
