Another Milan Design Week has come and gone, informing the design world on what’s top of mind for the industry right now – and giving brands an opportunity to create major buzz, if done right. A new report by Karla Otto and Lefty explores the digital impact of Milan Design Week, and how brands can best create interest online. Read a few takeaways below, and click here to download the full report.
Karla Otto x Lefty
Salone del Mobile, which anchors Milan Design Week, is the design world’s biggest moment of the year, with a buzz that spills out into the streets of Milan’s ‘FuoriSalone’, the peripheral fanfare to the main event. The week’s democratic access has emblazoned Milan Design Week as one of the hottest moments on the cultural calendar. This year, it generated $21.1M EMV (Earned Media Value), according to Lefty data. What were the key strategies employed by brands to drive noise online?
The event’s industry prestige and significant international footfall (65.6% of the fair’s visitors were from overseas) bring with it a buzz that spills out into the streets of Milan’s ‘FuoriSalone’, the peripheral fanfare to the main event. The week’s democratic access has emblazoned Milan Design Week as one of the hottest moments on the cultural calendar. Awash with activity and consumers, Salone as an entity has become a hotbed for brand activations that now branch further than the design world alone, each with the mission to grab a slice of the $4.3 trillion lifestyle sector.
How Design Moves in the Digital Age
DESIGN DOMINATES 46% OF THE SHARE OF VOICE ONLINE
Ostensibly the main focus, design brands from around the world capitalised on the outsize interest focused on Milan during Salone del Mobile to showcase their latest offerings, set trends, and charter the course for the industry’s future. Whether at the industry-centric Fiera trade fair or the more public FuoriSalone events, brands strategically aimed to make waves and reach diverse audiences. This season, design reigned supreme, commanding a significant 46% of share of voice online, totalling $13.5 million in Earned Media Value (EMV).
CREATIVE STRATEGY AND POWER PARTNERSHIPS
Amidst the scene, Milan Design Week finds itself in a crowded calendar. As throngs of visitors descend, smartphones at the ready, the event has transformed into a digital playground. With Instagram emerging as the go-to platform for event highlights, brands are employing a variety of strategies to stand out amidst the noise.
Design & the Influencer Opportunity
DEMOCRACY DRIVES DIVERSITY IN THE INFLUENCER SPACE
With design week a public affair, the impact of influence becomes more diverse in comparison to events such as Fashion Week. Although influence exists in the world of design, it is more discreet, and often industry orientated. In fact, ‘influencers’ by category generated just 6% of the share of voice, however, design brands that did work with influencers and celebrities — such as Molteni&C — saw a significant uptick in digital presence.
THE DESIGN OPPORTUNITY
With less influencer heavyweights on the ground than in fashion season, Design Week’s most impactful profiles give an insight into personalities creating organic influence for brands. For instance, @daysofmilan, a British content creator living in the city, generated a staggering $122K across her coverage with a 19% engagement rate, making her the 5th most impactful profile of the week. Likewise, @ basilgreenpencil, a digital design creator, garnered $82K EMV for multiple brands. These profiles present brands with an opportunity to align with creators who show clear design interests, topped with a highly engaged audience.
The Media Make Design Week Their Own
MEDIA REMAIN THE AUTHORITY VOICE IN DESIGN INFLUENCE
As crowds pour into Milan, audiences turn to design publications to guide their visit and help curate the standout exhibitions amongst a bevy of options across the city. Design media continue to be a reputable source of information and a power-house in the digital circuit. This year, media titles generated $4M EMV— 19% of the week’s total share of voice across socials. A steady increase in EMV after the Monday of Salone, when press previews occur, shows media’s ability to drive conversation.
