After a triumphant debut, Milan Home welcomes back Manifatture in Scena, the brainchild of architect Ulderico Lepreri. This year, a central plaza takes center stage, serving as a vibrant backdrop for theatrical presentations by leading Italian and international manufacturers.

A curated selection of iconic brands and emerging talents showcases the pinnacle of global tableware design. "Each participant was chosen with care," explains Lepreri, "to offer visitors and buyers an unparalleled overview of the world's most exquisite and innovative creations."

Could you provide a brief overview of the distinguished brands showcased at Manifatture in Scena?

"With over 300 years of history, Meissen, a world leader in European porcelain production, will exhibit its exquisite porcelain pieces. Visitors can embark on a historical journey through a display of unique deep and shallow plates in various colors and shapes. A three-dimensional immersion into the history of decorations and their archives, combined with contemporary offerings. Another prestigious name is Seguso Vetri d'Arte, a historic Murano-based company founded in 1397 and still led by the same family for 23 generations. Visitors can admire the evolution of glassblowing in the furnace, with unique pieces exhibited in international museums.

Rogaska, a crystal manufacturer founded in 1927, a world leader in the production of tableware and home accessories, will present some of its collections characterized by unique colors and chromatic combinations.

Noritake, a Japanese manufacturer, will exhibit its porcelain that tells the story of the evolution of oriental decorations and models, also linked to the history of the imperial house of Japan.

R. Haviland & C. Parlon, a manufacturer favored by prestigious royal families, fine dining restaurants, and luxury hotels, will showcase tableware crafted with various decorative techniques in the finest Limoges porcelain

The Royal Capodimonte Factory will present its enchanting and precious historical and contemporary creations.

Baroni Porcellane will exhibit refined handcrafted products with hand-painted decorations on quality porcelain. The theaters face a central focal point, a city square, where shop windows showcase beauty in a synesthetic dimension."

What are the main novelties compared to the first edition?

"Last year's exhibition presented a historical synthesis, focusing on the design of stores for gift items and wedding lists. The main novelty of this edition concerns the structure of the scene: while last year's layout was linear, this year the theaters are oriented towards a central focal point, an ideal square, where shop windows face onto it. There is a planimetric revolution: the proscenium arches of the theaters all face towards the center of the square, allowing an immediate perception of the whole, while maintaining the identity of each brand within a dedicated frame. Micro-architectures with exhibition canopies rotate around a central pole, summarizing the space.

This experiential journey into the world of beauty and exclusivity reflects the philosophy that inspires architect Lepreri: to create emotional spaces, places where the customer is no longer the traditional consumer, but a 'new customer' who is participatory and eager to be involved in a constantly evolving atmosphere. The source of inspiration is the "late Baroque Roman architecture of Borromini and Bernini". Decisive in his formation was the thought of Christian Norberg-Schulz, architectural theorist and author of "Baroque Architecture". The Genius Loci for the Romans corresponds to the inner essence of the place, a definition that, when applied to architecture, implies well-defined design choices, in the selection of materials and in the identification of aesthetic canons that respect history, traditions, and the places where the project takes shape. Emotional spaces must instill the desire to buy and create an immersive reality that involves all the senses."

I do not share the vision of retail spaces divided into discordant corners, which create an inharmonious effect. I prefer a homogeneous, unified space, with unitary design and perceptual characteristics that communicate the identity of the point of sale. Within it, the valorization of brands is expressed through logos and a homogeneous layout.

Emotional spaces must stimulate the desire to purchase and create an experience that engages all the visitor's senses, guiding them towards a multisensory purchase.

At Manifatture in Scena, there will also be demonstrations of table settings, which can be proposed as shop window displays."

How is the store changing and what responses should it offer to the buyer?

"The point of sale will increasingly become an experiential meeting point, where emotions are transmitted and sensory approaches are perceived. A gallery that must offer the customer what they cannot find online: a live experience, through paths within the store."

The imprint left by the architect's works gives the point of sale a marked stylistic signature, which offers a historical reading of retail and suggests ideas and proposals for visual merchandising. The final result is a harmonious symphony of shapes, volumes, lights, colors, materials, and experiences.