How can the design industry re think its major events post Pandemic?

As we head into another year of disruption for the major design, craft and interior industry events – Collect, Milan Salone, Maison & Object, Stockholm, Decorex, London Design Festival and other design weeks, perhaps it is the perfect time to re-evaluate and reimagine how, for who and to what end these events take place.

Long before Covid, industry insiders were complaining week long Design Fairs and some large industry events had lost their way,edge and purpose and it was time for a shake-up. Originally, these large scale events were anchored around an industry trade fair where global buyers would descend. However, in the past 10 years, design events have become much broader in both the creative content and those that attend. This in turn led to localities, councils, local businesses and satellite creative industries becoming involved. Whilst there were many positives to this – creative cross pollination and commerce, it could be argued it has led to a homogenization of Fairs and a certain banality and a ‘showing for showing sakes.’

Since the pandemic savvy brands and fairs have fragmented and pivoted to create engaging virtual events that cut to the chase and allow content that can be accessed by a much larger audience. Industry tiles such as World of Interiors and House & Garden have also ramped up their social presence and created affordable platforms for brands to showcase their wares via The List and The Interiors Index making a virtual trade fair moment ever closer and easier to achieve.

Whilst the virtual shift has many positives, it can never be fully replaced by face to face interaction and discovery particularly for an industry that is so much about ‘touch and feel’ but they can undoubtedly complement each other.

However, the most interesting and hopeful thing that can come out recent changes is that design and interiors fairs – particularly those that are City wide can become vehicles for change and good - cutting back to the core and harnessing solutions for issues that matter such as poor housing, sustainability, affordable housing and homelessness in practical and accessible ways.