"There's a noticeable shift: those shaping the conversation are no longer exclusively industry professionals. In 2025, we opened our brand events to a wider cross-section of lifestyle voices from abroad. If audiences discover design through social media, why not meet them where they already are?"
"I went to Milan 's Salone del Mobile for the first time and was amazed by how much I could access. Brands know fans want to experience their universe, and not everyone gets invited. Lines were snaking around the block for Gucci's bamboo exhibition - it's a chance to step briefly into that world."
Social media and lifestyle influencers are driving wider public interest in design weeks and art fairs. Brands are opening events to a broader mix of lifestyle voices and offering ticketed, city-wide pop-ups that welcome drop-in visits. Major events such as Copenhagen's 3daysofdesign and Milan's Salone del Mobile now attract non-industry visitors eager to experience brand universes. Popular installations can draw long lines, offering brief but meaningful access to exhibitions. Many leading festivals remain concentrated in Europe and require planning for distant travellers, yet visitor interest and attendance from non-trade audiences are growing.
Read at CN Traveller
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