Abitare 100% Project

"In a sector facing difficulties and based on industrial districts, product-oriented supply chains and overstated wholesale strategies, it is necessary to create client-oriented models able to highlight additional processes and networks of skilled professionals, while emphasizing the retail strategy. To sell more, and better.
Abitare 100% Project was born in this context: The first event featuring information, research and results, where production, distribution and the design world meet, to improve business in terms of differentiation, internationalisation, and marginality".

Giulio Cappelllini, Art Director and promoter of this format

Making beautiful and useful products no longer suffices to win and hold on to market shares. The fall in consumption seen in recent years all over the world has marked the end of an economic cycle and perhaps also the end of a way of company and business life. The price war - the inevitable outcome of the situation - has pushed average quality down in the attempt - always difficult, at times impossible – of beating the competition on its own ground. Even exhibiting at trade shows requires different strategies and approaches: communication media and fast information distribution systems, in short, often render the main motivation for participation - the presentation of innovations - ineffective and untimely.

Abitare 100% Project has responded to this new scenario and, after listening carefully to the needs of companies and entrepreneurs, offers the market an effective and economic exhibition tool. The "catalogue-based" exhibition is now turned into an exhibition of excellence and distinction.

Abitare 100% Project is therefore looking for entrepreneurs:
a) who have real and substantial innovations to showcase on the market, in dedicated spaces designed precisely for launching innovative products and projects;
b) who have distinctive, excellent and unique skills (in design, technologies and materials;
c) who wish to tell success stories about their exclusive skills in the conviction that this approach becomes an element for success among consumers;
d) who are looking for valid, reliable and creative partners in the product distribution field and in global design of their company.

Abitare 100% Project offers the production world (large companies and large groups, as well as "tailoring" company and craftsmen) customised exhibition projects based on their excellence and skills.

We will implement a dynamic and creative exhibition that will generate contacts and business, capable of offering all protagonists results in line with their expectations.

The Trade Only event opens on Sunday to facilitate arrival by retailers, especially from the South. The organisational formula is re-confirmed, with leverage on the claim From the product to knowledge: and then once again as many as four large meeting rooms dedicated to a fantastic series of workshops and specialist seminars available to visitors.

The major strategic, organisational and publishing partnerships have also been re-confirmed as well as, naturally, the artistic and strategic consulting of Giulio Cappellini, who also designed the sophisticated unified set-up levering small, modular spaces of limited size.

The allocation of the event is also and naturally re-confirmed over three areas - Innovation, Market and Emotion - the large space where the skills of designers, architects and interior designers are transformed into Solutions.