How to Navigate Trade Shows in the COVID Era

Trade shows are back—from High Point Market to Maison&Objet in Paris, Milan Design Week to NeoCon in Chicago! After a hiatus due to the coronavirus pandemic, the design industry collectively is breathing a sigh of relief as in-person meetings and fairs are once again taking place, despite the recent surge in variants of the virus. Is it safe to return to trade show atmospheres at this point? What’s some critical information to keep in mind as we endeavor to return to normalcy now that more than half of the U.S. population is vaccinated against COVID-19? Studio Designer consulted with a couple of industry pros to find out the best ways to navigate interior design trade shows in this COVID era.

“Although this year’s NeoCon will be in October (not June), have lighter attendance than a normal year, and we will be wearing face masks, it will still be the time and place when and where the industry comes together to share innovations, ideas, and inspiration—and to do business,” urges Lisa Simonian, vice president of marketing, consumer and trade shows, for theMART. “After more than two years without an industry event, we know that the NeoCon community is craving the opportunity to be together again in-person.”

“NeoCon is also all about bringing a community together,” Simonian adds, “Coming together on Zoom only goes so far.”

While the A&D industry anticipates its first NeoCon in two years, some design professionals are still reflecting fondly on the 2021 edition of Salone del Mobile.Milano, held September 5 through 10, after an 18-month wait. Curated by architecture dynamo Stefano Boeri, “supersalone,” as this year’s show was dubbed, had a distinct vibe with a smaller scale and new format, but it still delivered the very best in international furniture design. 

Christine Abbate, president of New York-based Novità Communications, which has a satellite office in Milan, expects that this year’s fair will inform future events. “There were so many new ideas: The entire exhibition was built with recycled and recyclable material. There was no paint, glue, or carpet used. There were so many plants and trees creating a biophilic setting. The exhibitors really created fantastic exhibitions on this sustainable palette,” she explains, adding that the energy about attending the show in person was palpable. “Everyone attending was so excited to be in Italy again and to see beautiful presentations of inspiring ideas and products. lt was very emotional for some.” 

Although show participants were masked and socially distanced, supersalone nonetheless proved to be a valuable experience for its attendees, as well as the city of Milan and the design community at large. Maria Porro, president of Salone del Mobile.Milano, told an Italian journalist: “We couldn’t have done more to send out a signal to the city and the country—being there, despite everything, in a different and smaller guise, not comparable to the 2019 edition, but by no means inferior.”

“[At supersalone] I was reminded about why I love the design industry so much!” —Chris Abbate, president of Novità Communications

Abbate appreciated reconnecting with so many interior design clients and journalists and seeing new product launches in person. “I was reminded about why I love the design industry so much!” she says, adding that the rewards outweigh the risk of attending in-person shows. “I think it is really important for designers to see new things—and especially great for them to see them in a new way. Exhibits in Milan are always very thought-provoking and fresh.” 

As for NeoCon, Abbate, whose firm is the publicist for the show, says she’s very much looking forward to seeing the latest innovations in commercial design. “It is only at NeoCon that all verticals in the contract design industry come together to learn and do business. ” says the trade show veteran, who adds a few tips: “Be sure to have your vaccine card and any recent testing, wear comfortable shoes, and be ready to smile a lot—even with your mask on. The eyes still say a lot.”