Digital: Publishing brands

For years, it hashelped millions of Italians find a solution to the daily dilemma: “What shall we cook tonight?” Now GialloZafferano, Italy’s leading food media brand, is taking it a step further and also answering the question: “Where shall we go to eat?”

This development has led to GialloZafferano Ristoranti, a digital platform (available on its dedicated website and via an app) designed to map, compare and consolidate reviews of Italian restaurants.

It is not just a guide, but a reference tool that brings together reviews from 15 industry sources, analysing them using over a hundred criteria.

The aim? To provide a transparent, objective and comparable assessment to find the right restaurant in your preferred area and at your desired price.

“GialloZafferano has always helped people make better choices in the kitchen. With GialloZafferano Ristoranti, we are extending this mission to the world of dining out. We have selected 15 sources written in different languages and compiled them into a single, transparent and accessible index. Not just another restaurant guide, but a useful tool to help you get your bearings. This is the sort of innovation we want to bring to people,” commented Andrea Santagata, CEO of Mondadori Digital.

GZ Score: a composite index that measures quality

GialloZafferano Ristoranti creates a unified system for analysing some of the most authoritative Italian and international sources in the culinary field, ranging from major historical guides to leading global rankings, as well as user-review portals.

The new GialloZafferano platformis based on a proprietary algorithm that analyses public reviews of around 10,000 restaurants, highlighting the top 5,000restaurants in Italy based on the quality of the reviews they have received.

Since each guide uses different rating systems –such as stars, forks, scores or rankings – the GialloZafferano algorithm converts all ratings into a common metric through three main steps:

• mapping and normalizing the ratings;
• assigning an authority coefficient to the various sources;
• calculating a final score that combines the quantity and quality of the ratings received.

The GZ Score is expressed on a scale from 6 to 10 with one decimal place and each position in the ranking is unique. 10 is the highest score displayed on the app and the website: where it appears, the ranking of restaurants is determined by an even more detailed underlying score.

The Top 10 and the map of widespread excellence

The GialloZafferano Ristoranti Top 10 showcases the best of Italian cuisine:

1. Osteria Francescana (Modena)
2. Uliassi (Senigallia, AN)
3. Piazza Duomo (Alba, CN)
4. Reale (Castel di Sangro, AQ)
5. Le Calandre (Rubano, PD)
6. Villa Crespi (Orta San Giulio, NO)
7. La Pergola at the Hotel Rome Cavalieri (Rome)
8. Enoteca Pinchiorri (Florence)
9. Da Vittorio (Brusaporto, BG)
10. 12 Apostoli (Verona)

At the top of the national rankings for GialloZafferano Restaurants is the Osteria Francescana (Modena), followed on the podium by Uliassi (Senigallia) and Piazza Duomo (Alba).

Geographically, the distribution of the top 100 across regions is led by Lombardy (19%), followed by Lazio (12%) and Piedmont (10%), then Tuscany, Campania and Veneto, all at 9%.

The 100 best Italian restaurants are spread across over 70 cities. While Rome and Milan lead the Top 100 list with 10 restaurants each, the most striking statistic is that 80% of Italy’s culinary excellence is found outside the two main cities.

Badges: value for money and”featured” venues

The platform introduces two special awards to guide customers:

• GZ Smile (Best value for money): the top spot goes to Trippa (Milan). The Top 10 Smile spans the whole of Italy: Consorzio (Turin), Trattoria da Amerigo 1934 (Savigno, BO), La Brinca (Ne, GE), Lo Stuzzichino (Sant’Agata sui Due Golfi, NA), Al Cambio (Bologna), Antichi Sapori (Montegrosso, BAT), Ristorante Cacciatori (Cartosio, AL), SantoPalato (Rome) and Sora Maria e Arcangelo (Olevano Romano, RM). The badge highlights the strength of the province and its smaller towns.

• Featured (current trends): dedicated to the brands attracting the most attention from critics and the public. The leading names include: Madonnina del Pescatore (Marzocca, AN), Duomo (Ragusa), Il Pagliaccio (Rome), Seta by Antonio Guida (Milan), D’O (Cornaredo, MI), Torre del Saracino (Vico Equense, NA), Agli Amici dal 1887 (Godia, UD), Glam Enrico Bartolini (Venice), L’Argine a Vencò (Dolegna del Collio, GO) and DaGorini (San Piero in Bagno, FC).

GialloZafferano is Italy’s leading food media brand. Online, one in two Italians cooks using GialloZafferano, which reaches over 21 million people every month (Comscore Social Incremental Reach, March 2026). With a fanbase of 72 million followers, it tops the global rankings for food brands on social media (source: internal analysis of Shareablee–Comscore data and social insights). Always on hand with easy recipes that anyone can make, it is available at any time of day across all channels: from the internet to social media, the app, smart devices, the magazine, books, and even local events.

Studenti presents the results of its survey on the 2026 State Finals: in the age of AI and deskilling, Generation Z continues to believe in education, but increasingly evaluates university and training in terms of transferable skills and return on investment.

This is what emerges from the survey conducted by Studenti, Mondadori Digital’s leading media brand in Italy in the digital education sector, with the support of the Sylla Research Institute. The survey involved the Studenti community and a sample of high school seniors (selected through a national online panel using the CAWI method) to analyse the expectations, concerns and outlook of Generation Z on the eve of the 2026 State Exam.

THE DEGREE IS NO LONGER A GUARANTEE: EDUCATION YES, BUT WITH A “RETURN ON INVESTMENT”

The findings reveal a profound cultural shift. Only 28.8% of students consider a university degree to be the most reliable path for building their professional future, while 60.3% believe that the value of university depends on the degree course chosen: some are still seen as a worthwhile investment, while others are perceived as offering limited value in the job market.

A minority are already looking at alternatives such as ITS programmes and vocational pathways (5.5%), immediate entry into the workforce (4.1%) or entrepreneurship (1.4%).

This does not reflect a lack of confidence in education. On the contrary, young people continue to recognise the value of learning, but expect it to deliver tangible results. In other words, a degree is no longer considered a value in itself, but rather a tool to be assessed on the basis of the return it can generate over time.

“The findings portray a generation that has internalised market logic long before actually encountering the market itself. This is not cynicism: it is an adaptive response to a context in which uncertainty is structural. The challenge for the education system is to provide not only technical skills, but also the ability to navigate change,” commented Alfonso Brunetti, Research Director at Sylla.

THE DESKILLING EFFECT: AI DOES NOT CAUSE CONCERN, BUT THE FEAR OF BECOMING OBSOLETE DOES

While artificial intelligence has become an integral part of students’ daily study routines — with 64% of respondents using AI to prepare for the State Finals — their main concern is the impact that emerging technologies could have on the long-term relevance of their skills. Young people are entering a labour market in which professions, roles and required knowledge are evolving at an increasingly rapid pace.

This is also confirmed by the voices of Studenti’s WhatsApp community: 8 out of 10 respondents say they are at least somewhat concerned about deskilling, namely the risk that automation and AI could make skills currently considered essential obsolete. Only 20% believe that technology will mainly create new opportunities for those who know how to make the best use of it.

Behind this concern lies a form of FOBO (Fear Of Becoming Obsolete): the fear that skills and educational pathways may lose value more quickly than in the past. For this reason, Generation Z is approaching education with growing pragmatism, favouring pathways that can guarantee continuous learning, adaptability and employability.

THE GEN Z PARADOX: EDUCATED BUT NOT READY FOR ADULT LIFE

The picture that emerges is also that of a generation that is aware, yet fragile when it comes to practical matters. Only 20% of students feel completely autonomous in managing the practical aspects of adult life, such as filling out documents, dealing with bureaucracy, managing contracts or preparing for a job interview.

By contrast, 80% admit they do not feel fully prepared: 48% describe themselves as only partially autonomous, 26.7% believe school has not adequately prepared them, and 5.3% still prefer to delegate these responsibilities entirely.

When asked which skill school has failed to teach but will be most useful in life, responses converge on highly practical areas: financial education and money management (around 30% of responses), bureaucracy and practical life skills (22%), entering the workforce (18%), psychological skills and emotional management (15%), and personal guidance and orientation (10%).

STUDENTI+, THE NEW PERSONAL PLATFORM TO PREPARE FOR STATE FINALS

To coincide with State Finals, Studenti is launching the new Studenti+ personal area to help young people organise their studies and revise in a simpler and more effective way, including in preparation for exams. Thanks to AI, users can upload notes and learning materials and transform them into interactive revision tools such as summaries, concept maps, flashcards, quizzes and Q&A content, bringing everything together in one place.

Studenti is Mondadori Digital’s leading media brand in Italy in the digital education category, with 3.1 million unique web and social users (Source: Comscore, April 2026). It is a reference point for younger generations both at school and beyond, thanks to a dynamic and constantly evolving editorial offering characterised by innovative language and content. this let Studenti reach 1.2 million followers on social media — including TikTok, YouTube, and WhatsApp — where students can access guides and tutorials to prepare for exams, receive support to navigate their educational and professional future, and find resources to make the most of their student experience in every respect, including personal wellbeing.

The Sylla Research Institute specialises in the design and delivery of market research studies. Its Scientific Director is Professor Furio Camillo.

Mondadori Digital’s development plan is built around three key growth drivers: a targeted M&A strategy, the native integration of Artificial Intelligence, and a strong focus on international expansion. These are the three growth drivers at the heart of Mondadori Digital’s development plan, the newly established Mondadori Group company dedicated to technological innovation, MarTech and AI. 

The new digital company enters the market with 2025 pro forma revenues of more than €100 million and EBITDA exceeding €20 million, backed by the success of a unique cross-media ecosystem with a fanbase of over 137 million followers across Italy and international markets, and 33 million monthly unique users. 

The company has built a distinctive identity that positions it as the publisher of Italy’s leading excellence brands, thanks to its leadership across some of the most representative and high-value Made in Italy verticals: food, design, wellness and lifestyle. This leadership is supported by market-leading editorial brands, highly engaged communities and advanced digital monetisation capabilities.

“Mondadori Digital is tangible proof of the Mondadori Group’s ability to grow by creating new businesses of value, as we have successfully done in other sectors, including Education,” said Antonio Porro, Chief Executive Officer of the Mondadori Group. “We began investing in digital several years ago, guided by the long-term vision of our Chair and shareholder, Marina Berlusconi. We have pursued that strategy with determination, transforming Mondadori Digital into an independent business and a market leader. Today, the company represents not only a strong business in its own right, but also a hub for experimentation and innovation, enabling us to test cutting-edge solutions in real-world settings before extending them across the wider organisation,” continued Porro. “Looking to the future, our objective is to further accelerate its development.” he concluded.

The company’s growth journey, competitive positioning and strategic vision were presented by Andrea Santagata, Chief Executive Officer of Mondadori Digital, together with Stefano Argiolas, Chief AI Officer of the Mondadori Group, and Ferdinando Napoli, Chief Executive Officer of Edilportale. The event concluded with remarks from Antonio Porro, Chief Executive Officer of the Mondadori Group. 

A UNIQUE MODEL IN ITALY’S PUBLISHING LANDSCAPE
In an environment increasingly shaped by the evolution of distribution models and content production methods, Mondadori Digital is positioned as one of Europe’s leading digital and social publishing players, and one of the best-structured operators to capitalise on the sector’s ongoing transformation.

“The publishing industry is undergoing profound transformation: formats are evolving, communication channels are multiplying, audience relationships are shifting, and the very role of content is being redefined. Mondadori Digital was created precisely to interpret this evolution through an approach that combines editorial expertise, technological innovation and a strong focus on people,” said Andrea Santagata, Chief Executive Officer of Mondadori Digital. “Our goal is to establish the company as a key reference point within the Italian and international digital ecosystem, enhancing its editorial and cultural heritage through technological innovation, AI and new forms of communication.” From this perspective, we position ourselves as the leading consolidator of Italy’s digital market, leveraging a new, scalable and distinctive business model built around vertical communities and MarTech capabilities,” added Santagata. Supporting this vision are both our strong acquisition track record over the past five years and our belonging to the Mondadori Group, which provides us with strategic credibility and significant investment capacity.” Santagata concluded.

Mondadori Digital’s activities are based on the multi-platform production and distribution of proprietary content capable of engaging high-value audiences, generating monetisation opportunities through premium video advertising, branded content, influencer and creator marketing, as well as an advanced suite of full-funnel MarTech services.

The value creation model combines human capital, editorial teams, creators and communities, with AI-enabled processes; leading editorial brands with scalable technological infrastructures for data optimisation and advertising campaign management; and the selective expansion of the model into key markets. It also operates as a native hub for the management and enhancement of top digital talent, with the ability to identify, integrate and accelerate high-potential, complementary businesses.

ARTIFICIAL INTELLIGENCE AS A STRATEGIC DRIVER
Mondadori Digital’s approach to AI is based on two key pillars: 

• product development;

• business model innovation. 

Artificial intelligence is therefore integrated into editorial workflows, distribution processes and monetisation activities. This approach has enabled Mondadori Digital to develop a range of innovations, including AI chatbots for marketing and performance, AI tools supporting editorial activities, and an AI-powered search engine for Archiproducts.

FIVE YEARS OF GROWTH AND FUTURE OUTLOOK
Building on five years of continuous innovation and value creation, Mondadori Digital aims to expand its portfolio through targeted acquisitions of talent, expertise and innovative businesses, in line with the Mondadori Group’s development strategy aimed at strengthening its digital presence.

A recent example is the acquisition of a majority stake in Edilportale.com, Italy’s leading digital platform for architecture and construction. Among the company’s key assets is Archiproducts, a leading European ecosystem in design and interior architecture. The acquisition represents a strategic milestone in strengthening Mondadori Digital’s position in the design vertical, accelerating its international growth path and expanding its product and service offering, while enhancing industrial, editorial and commercial synergies across the entire value chain. At the same time, Mondadori Digital will continue to invest in MarTech and AdTech activities, leveraging proprietary technologies, AI-driven solutions and conversational and performance marketing tools, with the aim of developing new models of engagement, lead generation and digital monetisation. Notably, one of the most recent steps to strengthen the MarTech offering has been the merger of Hej! into the digital company AdKaora. This operation has strategically transformed the two entities into a single operating company and market leader, supported by a highly specialised technological hub for full-funnel digital solutions: from brand awareness to lead generation through to final conversion. 

INTERNATIONAL EXPANSION
Mondadori Digital is closely focused on international markets, which today account for 15–20% of its total revenues. The company’s international expansion began with its presence in Spain through AdKaora Iberia, which generates 25% of the digital company’s total turnover, demonstrating the scalability of its business model across markets.

A further step in its overseas development was the establishment, last March, of GialloZafferano USA Inc.

Completing the picture is Archiproducts, a global benchmark in the development of content, services and platforms for professionals and companies in the architecture, design and construction sectors. 

A record-breaking edition of RiminiWellness 2026 for MypersonalTrainer, Mondadori Digital’s leading health, fitness and wellness media brand, which also celebrated its twentieth anniversary, a significant landmark in the brand’s history.

From 28 to 31 May, MypersonalTrainer once again took the spotlight for the fifth consecutive year at the international event dedicated to the entire wellness ecosystem. The MypersonalTrainer & Cross Cardio Stage became, for four days, a high-energy space devoted to movement, community and the latest fitness trends, hosting more than 50 hours of non-stop workouts for an increasingly engaged audience.

The live success was matched by outstanding results across the brand’s social channels, generating 20 million total impressions and confirming the strength of a community that continues to grow in size, engagement and reach.

“The results achieved this year, as we celebrated both the twentieth anniversary of MypersonalTrainer and the twentieth edition of RiminiWellness, have been truly extraordinary and reflect the incredible bond we have built with our loyal community over the years. “The event was completely sold out, with more than 5,000 participants who quite literally turned RiminiWellness fluorescent yellow as they worked out with us on stage. We also achieved excellent advertising results, thanks to the support of four outstanding brand partners representing key areas of our identity: food, health, beauty and sports drinks. Once again, MypersonalTrainer has confirmed its role as a strategic partner of RiminiWellness”, concluded Daniela Cerrato, CMO of Mondadori Digital.

A sold-out stage and a community that turned RiminiWellness fluorescent yellow

The public response was exceptional once again this year. More than 5,000 participants took part in MypersonalTrainer’s live activities, training on stage and helping create a vibrant wave of fluorescent yellow throughout the event.

Visitors were engaged throughout the four-day programme, which featured a continuous schedule of workouts designed to appeal to a wide range of audiences, from functional training enthusiasts to those seeking more mindful and fluid disciplines. Alongside the Cross Cardio formats, participants were able to experience emerging fitness trends such as Mobility Experience, Pilates Ignite and Fluid Motion, as well as the major new addition for 2026: Tamboo, an explosive mix of energy, movement, percussion and music delivering a high-adrenaline workout experience.

Among the most popular faces from the MypersonalTrainer community appearing on stage were: Nicolò Famiglietti and Silvia Fascians from the MYPT Crew and the Power Talent Agency roster, Giorgio Pallikunnel, Monia Di Cocco and Roberta Vanzella, together with Jairo Junior and the Cross Cardio trainers.

Activities with brand partners

MypersonalTrainer also delivered a series of on-site activations and social storytelling initiatives in collaboration with Integrated Media Solutions, Mediamond’s division dedicated to special projects. The initiative generated highly positive advertising results.

GranCereale Protein+ and Zambon Monurelle Ferro Naturale served as title sponsors of the MypersonalTrainer stage. Their dedicated stands, positioned alongside the stage, welcomed visitors with brand activations and product sampling opportunities.

Vichy: Together with Beauty Editor Vera Grassia, MypersonalTrainer shared Vichy’s RiminiWellness experience across its social channels and hosted an expert talk, “Wellbeing In & Out: The Science of Collagen”, at the Vichy stand.

Powerade Hydro Active: at the Powerade Hydro Active Pilates Stage, Silvia Fascians, part of both Power Talent and the MYPT Crew, led a Pilates class. Through dedicated social coverage, she also showcased the experiential activities organised by the brand at RiminiWellness to support the launch of the new Powerade Hydro Active functional beverage: transparent, enriched with B vitamins and sugar-free.

Twenty years of MypersonalTrainer and RiminiWellness: a double anniversary dedicated to wellbeing

MypersonalTrainer’s presence, as media partner of RiminiWellness for the fifth consecutive year, was a perfect fit for the twentieth edition of the event, in a particularly symbolic year that also marks the twentieth anniversary of MypersonalTrainer itself.

Founded as a digital project dedicated to health and wellbeing, the media brand has spent two decades building a strong relationship with millions of people, evolving into a multi-channel platform that combines editorial authority with social media, video content, live events and community experiences. As a result, RiminiWellness’s 2026 edition not only represents celebration of a double anniversary, but also a new achievement in MypersonalTrainer’s journey: confirming its leadership, built on the strength of its community, the quality of its content and its ability to turn wellbeing into a shared experience.

See you in Milan in September for MypersonalTrainer Days

At RiminiWellness, MypersonalTrainer announced the fifth edition of MypersonalTrainer Days, scheduled for 19–20 September at Arco della Pace in Milan: a weekend packed with free fitness, health and wellness activities, featuring interactive experiences, experiential corners and appearances by leading sports personalities, special guests and fitfluencers.

MypersonalTrainer is Mondadori Digital’s leading media brand in the fields of health, wellbeing and healthy, sport-oriented nutrition, reaching 10 million people each month across web and social channels (Source: Comscore) and counting more than 6.6 million social media followers (Source: Comscore Shareablee and social insights). For the past five years, the brand has maintained a strong live presence through annual events including RiminiWellness and the MypersonalTrainer Days event at Milan’s Arco della Pace.

Cross Cardio^® is a functional training system founded in 2015 by physiotherapist and group fitness trainer Jairo Junior. MypersonalTrainer has collaborated with the programme for many years across a range of initiatives and events, both live and digital.

The way younger generations view the world of work, build their professional identity and imagine the relationship between life, personal growth and organisations is changing. This is the picture that emerged from “The Dimensions of the New Talent Equation”, the new study developed by Webboh Lab, Italy’s first permanent observatory on Generation Z, created by Webboh together with the Sylla research institute under the scientific direction of Professor Furio Camillo. The research was presented at the Fuori Festival of the Trento Festival of Economics during the panel discussion “The End of the Beginning of Work”, dedicated to the changing nature of work among younger generations.

Based on research conducted by the Webboh Lab Observatory on a sample of more than 3,000 Italians aged between 14 and 30, the study explored the expectations, language and cultural models that are reshaping attitudes towards work in the era of artificial intelligence and identity-driven professions.

According to the research, talent is no longer perceived simply as technical expertise, but rather as a balance between four fundamental dimensions: meaning, or the search for purpose; balance, understood as work-life balance; growth, in terms of personal development; and trust, encompassing reliability and coherence.

“Gen Z is not rejecting work. It is changing the rules of work,” explained Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab. “Today, work must have meaning, balance, growth and trust. Talent is no longer just competence: it is expectation.”

THE FOUR DRIVERS OF THE “TALENT EQUATION”

The research shows how young people’s relationship with work is shifting from a purely professional logic to one that is increasingly identity-driven and relational.

Meaning: work must have purpose

An increasing number of young people say they want to identify with what they do. Even when offered good financial conditions, many are willing to leave a company if they do not perceive alignment between themselves and their work.

Balance: work-life balance

Younger generations are not looking for less work, but for work that is sustainable. Sacrifice is no longer seen as a value in itself unless it sits within a broader life balance.

Growth: personal development

Growth is no longer tied solely to career progression. Young people show strong mobility and are ready to move quickly between experiences if they feel their personal development is not advancing.

Trust: reliability and coherence

Retention within organisations increasingly depends on perceived trust. When there is a gap between what a company promises and what it actually delivers, the relationship tends to break down quickly.

THE SIX TALENT EQUATION PROFILES

As Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, puts it: “The difference today is not between those who want to work and those who do not. The difference lies in the different ways of giving meaning to work.”

The research identified six psychographic clusters representing the different ways young Italians experience and interpret the new dimensions of talent and the relationship between individuals and organisations:

• The Conscious Balancers (22%): prioritise balance and reject all-consuming work;
• The Growth Explorers (20.9%): growth-oriented, dynamic and highly mobile;
• The Meaning Seekers (19.3%): place meaning at the centre, viewing work as identity;
• The Security Pragmatists (16.2%): focus on trust in company values and seek stability;
• The Detached (12.4%): low engagement across all dimensions;
• The Fully Engaged (9.2%): highly demanding across all key factors

WORK AS A CULTURAL MATTER

According to the research, the challenges many companies face today in recruitment and retention are not driven solely by a skills gap, but by a deeper transformation in the relationship between people, identity and organisations.

Work is increasingly less understood as a simple role, and more as a space for personal development and self-construction.

In this context, even conflict is changing in nature: it is no longer purely organisational, but cultural and interpretative.

The panel “The End of the Beginning of Work” at the Fuori Festival of the Trento Festival of Economics

The study was presented by Professor Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, during the Fuori Festival panel The End of the Beginning of Work: Access, Artificial Intelligence and Quality of Life in Younger Generations. The discussion featured, alongside Camillo, Giulio Pasqui, co-founder of Webboh; Stefano Visconti, CEO of Incrementoo; Sabrina Dallagiovanna, Sales Manager at Molino Dallagiovanna, one of Italy’s oldest mills; and creator Nikola Greku.

CREATOR VALUE MAP: CREATORS AS MODELS OF CONTEMPORARY WORK

During the event, Webboh Lab also presented the Creator Value Map, a framework designed to analyse digital creators not by fame or follower count, but by the meanings and values they activate among young audiences.

Each survey participant evaluated five creators using around twenty keywords, based on dimensions such as authenticity, usefulness, expressiveness, reflection, engagement and reliability.

To interpret these differences, the research built a model based on two key dimensions:

• on one side, the relationship with work, which can be oriented either towards meaning and personal identity or towards security and stability
• on the other, the way work is experienced, which can be more individual (self-centred) or more collective and relational

By combining these dimensions, the research outlines a genuine “cultural map” of working styles, allowing both young people and creators to be read as symbolic models of contemporary work. These models anticipate new forms of relationship between identity, recognition, public exposure and profession.

In this scenario, there is no longer a single way of working: different cultural maps are emerging, evolving with age and with the ways young people give meaning to work.

The creators featured in the study include: Khaby Lame, Elisa Maino, Luca Campolunghi, Awed, Benedetta Rossi, Nikola Greku, Luis Sal, Camihawke, Giulia De Lellis and Alfa.

For more information, please visit:https://webboh-lab.it/

Webboh Lab, born from the collaboration between Webboh and the research institute Sylla under the scientific supervision of Professor Furio Camillo, is the first Permanent Observatory on Generation Z in Italy. Its goal is to provide an authentic, data-driven picture of Gen Z, giving young people a voice through surveys and research that turn their opinions into actionable insights for companies, institutions, and the media.

Sylla is a research institute specialising in market surveys, economic analysis, marketing studies, and business development. It collaborates with national and international research centres, public institutions, communication agencies, and leading Italian universities including Bologna, Genoa, Trento, Turin, Politecnico di Milano, Università Cattolica di Milano, and Bicocca di Milano. Sylla is a member of ESOMAR and operates in full compliance with international professional ethics codes.

Webboh is a leading media brand for NewGen audiences. Founded in 2019, it has been part of the Mondadori Group since 2023. It records a monthly web and social reach of over 5 million users (source: Comscore social incremental reach, March 2026) and a community of 6 million followers across TikTok, Instagram, YouTube and WhatsApp. It consistently ranks among the top ten most influential Italian media outlets on social platforms and is the leading brand for Generation Z in terms of engagement and video views (source: Prima Comunicazione Top Italian Media ranking).

GialloZafferano is once again taking centre stage at TuttoFood, the food industry’s leading trade fair, with a packed programme of events and content.

Throughout the event, the leading media brand for Italian cuisine will welcome visitors to the GZ Lounge: a new space designed to bring together the industry’s most important chefs, entrepreneurs, buyers and creators.

The event is an opportunity to share with your community, directly from TuttoFood, how food is increasingly becoming a powerful cultural tool for cohesion and connection, as well as a consumer good. This vision is in line with the Food Manifesto, the charter of values promoted by Fiere di Parma, which GialloZafferano embodies and promotes every day through its storytelling in Italy and internationally: from daily content to the video formats of Social TV – Mondadori Digital’s cross-brand ecosystem, which reaches over 21 million Italians every month via the web and social media platforms – right through to GialloZafferano USA, the new company through which the brand acts as an ambassador for Italian cuisine in the United States.

GIALLOZAFFERANO LOUNGE: EXPERIENCES AND SOCIAL MEDIA CONTENT
The GZ Lounge is the operational base for GialloZafferano and its team at TuttoFood. It is located in the centre of Corso Italia, the main street of Rho Fiera Milano. Its hospitality area is dedicated to meetings with buyers, trade professionals and industry experts: a welcoming space, designed to allow visitors to take a break from the hustle and bustle of the exhibition and relax. Food is always the focus there thanks to the guests, creators and chefs from Zenzero Talent Agency– Mondadori Digital’s specialist food agency – who will be bringing all the exhibition halls to life with cooking demonstrations and interviews.

FOUR DAYS OF CONTENT
One of the new features GialloZafferano is bringing to TuttoFood this year is the “Food Clip” video format: short social media clips filmed directly at the stands, in which the brand’s creators meet entrepreneurs, buyers and producers attending the fair. Straightforward questions, honest answers and no script, giving the public a vivid insight into what is happening in the global food industry. Lulù Gargari, GialloZafferano’s brand ambassador in Italy and a talent at Zenzero Talent Agency, will also be there as an interviewer, engaging guests at the GZ Lounge with questions and activities. The short videos will be posted in real time on GialloZafferano’s social media channels, reaching a community of over 72 million followers.

Every day in the GZ Lounge begins with Il Caffè del Buongiorno courtesy of Caffè Verzì, followed by live cooking demonstrations and tasting experiences featuring the talent from GialloZafferano and the brand partners at the fair. Sebastian Fitarau – resident chef atGialloZafferano and creator at Zenzero Talent Agency – along with Daniele Rossi, Rosy Chin and Luisa Orizio – chefs and creators at Zenzero Talent Agency – are bringing their culinary flair to the Lounge and showcasing their style in the Deliziosa, Mulino Caputo and Olio Coricelli pavilions. The programme is rounded off each day with tasting experiences hosted by our partner brands and Cantine Paolini. The combination of a relaxed atmosphere and spectacular cuisine has made GZ Lounge, as early as 2025, a key space at the trade fair for food industry and communication professionals.

The communications project has been developed with the support of the Sales, Marketing & Integrated Media Solutions Department at the Mediaset Group.

GialloZafferano is the leading Italian food media platform both in Italy and internationally: with a global following of 72 million and over 500 million video views generated outside Italy in 2025, it is the go-to digital destination for anyone wishing to showcase Italian cuisine to the world.

Zenzero Talent Agency, the agency that exclusively manages the top food creators on the Italian digital scene, has over 43 million followers across 30 creators in Italy and the US.

Webboh, Italy’s leading community for the younger generation, celebrated the most popular creators and idols at the highly anticipated Webboh Awards, now in their seventh year.

Impressive figures and record-breaking statistics confirm the success of Mondadori Digital’s media brand: the only one in Italy to engage Gen Z through live and online events. This is demonstrated by the 27 million online votes – double the number received in the last edition. In just three weeks, they determined the 21 winners from more than 200 nominees.

The posts, stories and videos from the 2026 Webboh Awards garnered a total of more than 50 million views. Just the live stream on YouTube alone recorded over 400,000 views and 2 million interactions, four times as many as last year. The vibrant party held at Fabrique in Milan was attended by 500 top creators, proving that Webboh is the only Italian organisation that can bring together such a large number of talented individuals in one place.

THE LIVE EVENT

The awards ceremony, which took place last night (5th May), was hosted by Jody Cecchetto, a streamer and TV presenter, alongside the guest star, Lorella Cuccarini, who received a Lifetime Achievement Award from Webboh.

Musical guest: Luk3, last year’s breakout star from Amici on Cuccarini’s team, performed a few songs on stage with the dance crew and gave a sneak preview of his new summer single.

The award for ‘Best Couple of the Year’ was presented by the most iconic social media couple of all time, Me Contro Te. At the event, they also announced their collaboration with Webboh for The Wedding Show, their wedding celebration on 5 September at Arena Santa Giulia, where a special ‘teen’ area will be set up.

Jenni Serpi, winner of the ‘Voice of The Future’ award, gave a highly acclaimed talk on self-acceptance and the importance of using social media to share one’s story and put oneself out there.

THEME OF THE EVENING: PROM NIGHT

This year, the Webboh Awards turned into a proper American prom, the end-of-year dance at American high schools that secondary school students dream of and eagerly anticipate. This one came complete with balloons, a yearbook, lockers, disco balls, very cold punch, a prom king and queen, and a superband – MIST – who got the crowd dancing to disco-dance hits and performed the theme song to ‘Beverly Hills 90210’, which can be viewed on Sky and Now.

The party was brought to life by cheerleaders from SPORT & PASSION, a cheerleading and cheer dance school in Rho. The team put on a captivating performance on the Fabrique stage combining pom dance, urban cheer and cheerleading. For those curious about their future, there was also a fortune-telling corner.

Hosts for the evening: Miss Webboh, Webboh’s iconic mascot, ‘in the flesh’.

The evening kicked off with a DJ set by Polly and Pamy, the first Afro DJs to bring amapiano – a blend of Afrobeats and Afro-electronic music – to Italy.

AWARDS

The more than 200 creators nominated for the awards were selected by Webboh based on their published content, the variety of their social offerings and the growth in followers over the past twelve months.

There were 21 award categories, including three new ones: Kids, dedicated to everyone who entertains young audiences on a daily basis; Sport, which celebrates those who share sports and fitness content on social media; and Lifestyle, which recognises those who best tell the stories of their lives.

THE WINNERS OF THE 2026 WEBBOH AWARDS

• BEST FOOD CREATOR: 2foodfitlovers (winners of the category for the third year running. Raffaele and Caterina combine their passion for cooking with their passion for fitness. With 1 million followers on Instagram, they are about to open a protein ice cream parlour with Steven Basalari in Milan – the opening date has not yet been announced)
• BEST SPORT CREATOR: Luca Campolunghi (A football and sports enthusiast, Juventus fan, and president of a Kings League team – the Zebras – he will be marrying Alice Muzza on 29 May. She is also a very popular content creator among the community, and for two consecutive years – 2024 and 2025 – the two won the ‘Couple of the Year’ award)
• VOICE FOR THE FUTURE: Jenni Serpi (A 19-year-old content creator and winner of the category for the second year running. Having shot to fame on social media in recent years for her lip-sync dances in which she communicates using sign language, she recently launched the series The Sign Side. In each episode, she invites guests to participate in challenges, games and experiments designed to introduce them to Italian Sign Language in an authentic and engaging way)
• REVELATION OF THE YEAR: Foxa (born Viola Zuccotti) has amassed over 1.5 million followers on TikTok thanks to her trends, dance routines and stories of a life constantly on the move. Ahe is 100% Italian but spends much of the year living in Brazil, where she fills our ‘For You’ feeds with Brazilian vibes
• NEW WAVE: Loretyx (One of the freshest and most promising faces on the scene right now, Loretyx has over 500,000 followers and perfectly embodies the new generation of creators: spontaneous, authentic and always on top of the latest trends. She quickly managed to build a loyal following thanks to light-hearted yet instantly recognisable content, not least thanks to her catchphrase ‘I was studying history when…’, which she uses to recount real-life stories with a touch of humour)
• OUT OF DRAMA: Eleonora Arcidiacono (A 22-year-old content creator who has built her social media presence around unboxing videos of her purchases, food-related videos and stories entrusted to her by fans. She won the ‘Revelation of the Year’ category last year)
• BEST LIFESTYLE CREATOR: Matteo Robert (A 21-year-old creator who is one of the most popular in his generation, Matteo shares his everyday life in a direct and relatable style. Through travels, friendships and moments of real life, he has managed to forge a strong bond with his community, which is growing up alongside him)
• BEST GROW-UP: Samara Tramontana (She started out as a social media content creator and is now also a radio presenter on RDS Next, where she hosts Chart of the Charts. She also presents many iconic events, such as Rome’s New Year’s Eve celebrations and the RDS Summer Festival)
• BEST BEAUTY CREATOR: Arienne MakeUp from Power Talent Agency (The fourth year running that she has won the beauty category. Born Arianna Stella, she is from Turin and is 29 years old. An undisputed star in the world of make-up, she is also a make-up artist. She has more than 3.4 million followers on TikTok and over 1.6 million on YouTube, bringing her total followers to 6 million)
• BEST FASHION CREATOR: Elisa Maino (One of the most iconic Italian creators in the fashion world, and winner of the award for the fourth consecutive year. Elisa continues to be a leading figure in style and trends. From social media to international events, her career evolved constantly. This year she also took part in ‘Pechino Express’ as a contestant alongside Mattia Stanga – ‘I Creator’ – available on Sky and NOW)
• BEST KIDS CREATOR: Snack Club (A crew made up of five very young members: Lollo, SofyPapy, Amadou, Umberto and Camy are all aged between 12 and 14. This project combines entertainment with creativity and is designed for younger children. Snack Club has become a reference point)
• DRAMA LEGEND: I Maturi (Iconic, irreverent and always on the ball. I Maturi have now become a real institution in the world of social media drama. Between sharp commentary and analysis of online trends, they continue to report on (and often predict) everything that sparks debate online)
• BEST CREATOR COMEDY MALE: Alessandro Romano (With 600,000 followers on YouTube, over 2 million on TikTok, his impressions and POV videos have become iconic and are a hit with younger audiences)
• BEST CREATOR COMEDY FEMALE: Cristina Perillo (This is the second year running that she has won the ‘comedy creator’ category. She is about to turn 18 and went viral with her ‘Tg104’, a tongue-in-cheek parody of the news. She describes herself as the ‘life coach’ of her community, with over 1 million followers on TikTok)
• BEST YOUTUBER: Breakfast Club (A group made up of Viola Silvi, Fabio Ferrucci and Cristiano Borsi – all aged between 17 and 19). The project has made a name for itself on YouTube with original, well-crafted content. Breakfast Club has become a recognisable format. The creators describe it as a ‘TV series 2.0’, where Viola is ‘the blonde’ of the trio, Cristiano ‘the hopeless case’ and Fabio ‘the athlete’. They’ve written two bestsellers with Mondadori – will there be a third? – and they made a tour around Italy with thousands of young people)
• BEST TIKTOK CREATOR: Viola Silvi (The ‘blonde’ from Breakfast Club)
• BEST TEEN IDOL MALE: Cristiano Borsi (The ‘hopeless case’ from Breakfast Club)
• BEST TEEN IDOL FEMALE: Viola Silvi (This is the second year running that she has won the category. She is a member of Breakfast Club)
• COUPLE OF THE YEAR: Fabio Ferrucci and Martina Cavaiuolo (He is the ‘athlete’ from the Breakfast Club, and she only entered the world of social media thanks to Fabio. They’ve been together for about a year, but their relationship only went public on social media a few months ago)
• BEST FORMAT: Tavolo Parcheggio (The hosts Gianmarco Zagato and Nicole Pallado won for the second year running. Their format has gone viral due to its simplicity and irreverence. ‘Tavolo Parcheggio’ has become a cult hit online and is now a regular Sunday feature)
• BEST STREAMER: Lollo Lacustre (born Lorenzo Giacomin, he is one of the most popular streamers in Italy. Lollo has built a loyal following due to his engaging live streams and straightforward style. A leading name in the world of gaming and streaming.)

BRAND PARTNERS AND EXPERIENTIAL CORNERS

Partners of the event took part in the Webboh Awards 2026 by creating shows within the show, with live experiential activities and comprehensive storytelling across Webboh’s social media channels.

• For the third year running, Astra-MakeUp partnered with Webboh as the event’s beauty partner. The Italian beauty brand that has championed self-love for more than 35 years was present with ‘The Vibe Locker’, an immersive experience designed to engage participants with a vibrating platform, a nod to Vibrakiss, the iconic lip gloss launched in five shades this spring. Moments after application, the gloss triggers a smart micro-vibration, stimulating the senses in new and surprising ways.
• Sky and NOW presented the series ‘Beverly Hills 90210. For the first time since 2001, fans will be able to enjoy all 293 episodes of the series in a restored high-definition version and in the modern 16:9 format on Sky and NOW. All the guests at the Webboh Awards were given a corsage or boutonnière, just like at a high school prom. There was also an installation inspired by the Yearwall, a ‘live’ version of the iconic American school yearbook.
• DeAKids attended the Webboh Awards for the second year running, presenting an authentic account through exclusive interviews from the pink carpet and backstage, conducted by Samara Tramontana and Ale Cossari. All the content will be available on social media and broadcast on DeAKids, channel 601, exclusively on Sky, throughout the week following the event.
• Sorbillo, the famous pizza chain, had a stand serving fried pizza, and its founder, Gino Sorbillo,was also in attendance.
• Tulip was there with a food truck serving hot dogs. Tulip is Denmark’s oldest brand, a leader in barbecue products and a bacon specialist, which it has produced with care and skill following a traditional recipe for more than 120 years.
• Billis served up mini burgers. Billis was founded to bring high-quality, artisan burgers and sandwiches to the Italian street food scene. Each burger is made using carefully selected ingredients and a controlled, traceable supply chain.
• Since 1947, La Romana has treated the public to a unique ice-cream experience: a selection of iconic flavours ranging from timeless classics to vegan options served directly from the Gelato Bike, a format designed to be shared and talked about, even on social media. Founded in Rimini in 1947, La Romana is now an international brand that continues to evolve whilst remaining true to its core values: care, enthusiasm and ambition.
• Wayla, Italy’s first van-pooling start-up, stepped in as a technical partner to ensure that the trip to the event was just as memorable as the evening itself. They organised a dedicated pick-up service from the city centre, transporting guests directly to Fabrique. Wayla also converted its vans into moving stages, inviting guests to sing karaoke during the ride.
• Coccolotti: created in the 1990s, Coccolotti are much more than just teddy bears. They are a beloved brand that has stood the test of time. Participants in the Webboh Awards received Coccolotti Pin-Ups, fun mobile phone accessories that were also used for a ‘secret mission’ activity during the event.
• Lago Group, an international brand specialising in wafers and snacks, took centre stage at the Webboh Awards as a main partner, crowning the success of its new campaign ‘Lago fa gola’, created by RBA Design. The campaign transforms Lago into a inclusive pop love brand with an unconventional attitude, speaking the language of Gen Z and making a strong mark in new areas of digital communication.
• Fila Underwear & Socks was featured in the ‘get ready with me’ social media content with Angelo Cattivelli, the face of Webboh, as he prepared for the Webboh Awards ceremony. Launched in 2011, Fila embodies a new vision of contemporary wellbeing, designed for those who want to live – and dress – freely with authenticity and style.

The Webboh Awards have once again proved to be a key event in terms of visibility and brand reach among the younger generation.

Exclusive content relating to the event was produced by media partners TV Sorrisi e Canzoni, TgCom24, and RDS and RDSNext, the event’s official radio station.

Webboh is a top media platform for the younger generation. Founded in 2019, it has been part of the Mondadori Group since 2023. It boasts a monthly web and social media reach of over 5 million followers (source: Comscore social incremental reach, March 2026) and a fan base – across TikTok, Instagram, YouTube and WhatsApp – of 6 million followers. It is one of the top ten most influential Italian social media companies, as well as the first targeting Gen Z for engagement and video views (source: Top Italian Media Rankings by Prima Comunicazione).

Mondadori Digital announces the launch of GialloZafferano USA Inc., a US-based company dedicated to producing food and wine content and initiatives for the American market, building on the experience of Italy’s number one food media brand and one of the most followed globally.

This is not a beginning, but the next step in a journey that started in 2022, when GialloZafferano began operating in the United States with an English-language website, a strong international social media fanbase and a dedicated production studio in New York. From the outset, the project has partnered with leading Italian brands investing in the US market, including Consorzio Tutela Grana Padano, Mulino Bianco, La Piadineria and Mulino Caputo.

With the launch of GialloZafferano USA Inc., the brand is giving its US operations a permanent structure, positioning itself as a fully established partner capable of operating in the American market with the strength and consistency of a structured player.

“What we have built over the past three years in New York is just the starting point for even more ambitious goals,” said Andrea Santagata, Chief Executive Officer of Mondadori Digital. “GialloZafferano USA Inc. is not a statement of intent, but tangible proof of how strongly we believe in the American market, which is of strategic importance for Italian companies. The US has welcomed us with enthusiasm, and we are committed to investing even further, with the aim of becoming ambassadors of Italian cuisine in the United States,” Santagata concluded.

CASAGIALLO: THE PRODUCTION HUB IN NEW YORK

Located in Williamsburg, overlooking New York’s three iconic bridges, CasaGiallo is GialloZafferano’s US production house: a creative space and studio hosting Italian and American chefs and creators, live cooking shows and branded activations. It is here that content showcasing Italian and Italian-American cuisine for US audiences is produced, using an increasingly authentic and refined tone of voice. Over three years of on-the-ground activity, campaigns produced at CasaGiallo have reached more than three million Americans per campaign.

A STRATEGIC ASSET FOR ITALIAN COMPANIES IN THE US

GialloZafferano USA Inc. positions itself as a practical gateway for Italian companies seeking access to the US market. With 72 million global followers and a rapidly growing American community, GialloZafferano offers Italian brands an integrated digital and physical hub through which to engage US consumers with credibility and consistency.

Its long-standing institutional partnership across multiple projects with the Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency (ITA) in New York, further confirm GialloZafferano’s role not only as a media brand, but as part of Italy’s broader country system supporting companies looking to expand internationally, particularly in the United States.

Its established presence at the Summer Fancy Food Show, the leading food trade fair in the US, where GialloZafferano returns for the fourth consecutive year, including as media partner of Universal Marketing, exclusive organiser of the Italian Pavilion at the show, is further proof of its position as a reference point for promoting Made in Italy in the food sector. For the 2026 edition (New York, 28–30 June), GialloZafferano will bring to the Javits Center, in collaboration with Zenzero Talent Agency, a team of leading chefs and top creators, who will take part in live formats and produce original content dedicated to partner brands, reinforcing its role as a bridge between Italian agri-food excellence and the US market.

GialloZafferano’s US-based project is coordinated by Gabriele Colasanto, Food Area Brand Director at Mondadori Digital and CEO of GialloZafferano USA Inc.

GialloZafferano is the leading Italian food media brand both nationally and internationally: with a global fanbase of 72 million followers and more than 500 million video views generated outside Italy in 2025, it is the primary digital reference point for showcasing Italian cuisine around the world.

Social media, editorial brands and creators remain the main point of reference for young Italian beauty lover consumers, while the use of Artificial Intelligence, although increasing compared to 2025, is still marginal.

These are some of the findings emerging from the survey “AI vs Human Touch: the impact of Artificial Intelligence on New Gen beauty consumption”, presented in preview at the Pambianco Beauty Summit 2026 and conducted by The Wom Beauty Lab, the permanent digital observatory developed by The Wom in collaboration with the Sylla Research Institute under the scientific supervision of Professor Furio Camillo.

The research, based on responses from 850 beauty enthusiasts aged between 14 and 35, provides an updated snapshot of the evolution of behaviours, preferences and consumption patterns among younger generations.

BETWEEN ARTIFICIAL INTELLIGENCE AND SOCIAL COMMUNICATION

Beauty information remains strongly social-first: 9 in 10 respondents say they use social media for information (72% on Instagram among 25 to 35 year olds, 52% on TikTok among 14 to 18 year olds). At the same time, openness towards Artificial Intelligence is growing: 12% say they use it to inform themselves or guide product choices, a figure that has doubled compared to 2025, but is still marginal.

WHO INFLUENCES PURCHASES: CREATORS AND EDITORIAL BRANDS

The beauty sector remains highly relational and expertise-driven, with a strong digital component: 1 in 2 respondents continues to rely on creators and editorial brands to discover new products, confirming a need for trust and credibility. Another key finding is that 9 in 10 women rely on online reviews (up 15% compared to 2025), confirming the central role of digital platforms in the decision-making process.

Brand strength continues to play a key role in purchasing decisions, with increasing loyalty: brand awareness influences choices for 4 in 5 women across the sample, regardless of age, up 6% compared to 2025. Among other rising factors, packaging is up 7% and sustainability is also up 7%, both for packaging and product.

One trend worth noting is “dupe beauty”: 4 in 10 young women look for affordable versions of viral luxury products.

HUMAN TOUCH REMAINS ESSENTIAL FOR OVER 9 IN 10 RESPONDENTS

Artificial intelligence as a beauty consultant? 7 in 10 women are open to the idea, while 3 in 10 remain sceptical.

Are AI-based virtual tools useful? 7 in 10 use them only for entertainment, not as real support in product selection.

For over 9 in 10 women (96%), AI alone is not enough to drive a purchase. Human involvement is needed to find the most suitable product, either tested “on their own skin” or reviewed by beauty editors, creators, experts and real people.

AI & REAL BEAUTY: TRANSPARENCY IS THE NUMBER ONE VALUE

Looking ahead, as AI becomes increasingly present, what will make a brand valuable for younger generations? For 6 in 10 women, the answer is values such as transparency, authenticity and unfiltered communication. For just over 4 in 10, immersive in-person experiences that allow them to touch products and interact directly with experts are key.

98% HAVE AT LEAST ONE FEAR LINKED TO AI IN BEAUTY

What are the main fears among young beauty consumers regarding an increasingly AI-driven beauty world? The top concern is emotional detachment: over 3 in 10 fear a world without the warmth of human advice and real experience. In second place is homogenisation and loss of individuality, for over 2 in 10.

BEAUTY LOVERS AND AI: FOUR CONSUMER PROFILES IDENTIFIED

From the analysis of the survey findings, 4 distinct psychographic profiles of young women can be identified in relation to their use of artificial intelligence:

27% — THE CONSCIOUS DEMANDERS: open to technology but only accept AI if transparent.

26% — THE TECH-FRIENDLY: innovation-oriented, see AI as a helpful tool.

19% — THE DETACHED: low emotional and technological engagement.

28% — THE AUTHENTIC DIGITAL-FREE: strongly focused on authenticity and sceptical towards AI.

According to the survey conducted by The Wom Beauty Lab, “AI vs Human Touch: the impact of Artificial Intelligence on New Gen beauty consumption”, the future of beauty is emerging as a blend of technology and human touch, in which younger generations seek a balance between innovation and authenticity. AI is perceived as a useful support tool, but not a substitute for human connection. Curiosity, but not total trust.

THE WOM BEAUTY LAB: THE POWER OF A PERMANENT OBSERVATORY

The Wom Beauty Lab represents a unique case in the Italian landscape. Thanks to the privileged vantage point of The Wom community (over 10 million followers in target) and the expertise of Sylla, it is able to analyse and understand in depth the tastes and preferences of Gen Z and young Millennials, offering brands and companies a compass to navigate the evolving beauty market, with a focus on new generations.

For more information: thewombeautylab.it

The Wom is the leading social magazine for Italian women, dedicated to the younger generation and focused on sharing real stories while promoting self-acceptance. It is a reference point for young women on Instagram, with a total fanbase of over 10 million followers, and reaches more than 9 million unique users per month across web and social channels (Comscore Social Incremental Reach, average of the last 3 months). The Wom Beauty is the first vertical channel dedicated to young beauty enthusiasts, offering content on skincare, make-up and haircare presented in a social media-first style.

The Wom Beauty Lab represents a unique initiative within the Italian landscape. Thanks to the privileged vantage point provided by The Wom community and the expertise of the Sylla Research Institute, it is able to analyse, explore and gain in-depth understanding of the tastes and preferences of Gen Z and young Millennials, offering institutions, organisations, brands and companies data and insights to help them navigate the growing interest in beauty among younger generations.

The Sylla Research Institute specialises in the design and delivery of market research studies. The Scientific Director of the Institute is Professor Furio Camillo.

Fòco is the final chapter in the quadrilogy of elements that, over the years, Archiproducts has explored together with Studiopepe through a curatorial journey inspired by Earth, Water, and Air. Following the immersive experiences of the past three editions, the Archiproducts Milano design experience now draws inspiration from Fire—both a primordial and symbolic element, interpreted through an interior design project built on contrasts, tensions, and harmonies.

In the new Fòco project, the vision of Studiopepe founders Arianna Lelli Mami and Chiara Di Pinto—who have shared a passion for materials for over twenty years, alongside a multidisciplinary approach where poetry and rigor coexist—takes shape in a layered, accent-driven set-up where materials, light, and forms engage in a continuous dialogue.

FÒCO Living Notes by Studiopepe is the Archiproducts Milano 2026 project.
The Design experience is powered by Samsung – a global leader in innovation and climate solutions for both residential and commercial spaces. With its exclusive WindFree™ air conditioning technology, Samsung delivers maximum comfort without direct airflow. Thousands of micro-holes gently and evenly disperse air, eliminating cold drafts and enveloping the environment in total comfort. A special installation where design and technology converge, transforming the interior project into a unique, connected experience, enhanced by the presence of the new WindFree Première+ system — an icon of Comfort and Connectivity. A new design conceived to stand out.
Developed in collaboration with over 50 international brands, the new setup will be officially unveiled during Milano Design Week. As always, join us at Via Tortona 31.

Archiproducts Milano 2026, the concept

FÒCO Living notes by Studiopepe is a new sensory experience where the natural element becomes a force of transformation for matter, as well as a lens through which to interpret space, materials, and relationships.

Around fire, a community of individuals, connections, and visions comes together. This inspired the idea of creating neutral environments defined by warm materials and tones, intimate spaces, soft lighting, and focal points—enriched by touches of color in a play of harmonies and contrasts where the natural element is both creative inspiration and a way of inhabiting space and observing people.

“Fire is a creative spark and, at the same time, a point of human aggregation. It activates the project, but also defines a center, a point of focus. It is an energy that becomes a perspective on things: a way of observing space and the relationships within it,” Studiopepe

Fòco is an interior project with multiple identities, bringing together different brands and products within a unified narrative. It is conceived as an environment designed to inspire the research and selection work of architects and professionals, where every element contributes to building a coherent yet never univocal vision. In this sense, Living notes becomes the key to reading the project: spatial annotations, design traces, and suggestions that turn the interior into a living tool to be experienced and interpreted.

“Like the remarkable projects of previous editions, Fòco stands out as a unique interior design project within Design Week. It brings together a major studio, a leading platform, and an extraordinary selection of international brands—to create relationships between different brands and products, languages and visions, space and design. And to offer architects and professionals a concrete reference for their research and product specification work,” Enzo Maiorano, Chief Creative Officer, Archiproducts

Warm Tones and Material Textures

If the atmosphere in the Aria project was surreal and almost otherworldly, the new set-up unfolds as an intimate space where the natural element leaves its mark through warm, intense, burnished tones, tactile textures, and focal points.

Never overtly bold, yet always balanced, red appears as a subtle presence in multiple shades. The palette moves from delicate amber tones—from the glass of Vetreria Vistosi lamps to the AYTM metal bench—to terracotta hues in Sprech fabrics framing the first-floor outdoor space and in the textured lamps by Hind Rabii. It then deepens into richer burgundy tones, recurring across nearly all spaces in varying intensities: from Alcantara surfaces to Opinion Ciatti indoor e outdoor furnishings enhanced by red maple trees, the Aluvy sideboard, Photowall wallpaper, the Mute Pod, the oxide red of the Ofyr brazier, the “wine red” metal of the Arkine kitchen block, and Morica furnishings in Marsala red.

Within the project’s visual narrative, red intensifies in occasional deep bordeaux accents before darkening into burnished tones—seen in the dark bronze gradients of Arte Veneziana glass furnishings—and into black, with the Desalto Maxi Clay in lava stone, Parla furnishings in black ash, the Terzofoco console in dark earth with a lava stone top, and the American walnut of the Geberit vanity unit.

Contrasts, Accents, and Layering

In Archiproducts Milano’s 2026 project, fire is a silent presence, its transformative power expressed through accents, contrasts, and layers. Neutral tones, tactile textures, and soft lighting are paired with glossy finishes, while metals and oxidized glass allude to material transformation.

Set within a neutral-toned space, the “smoked iron” oxidized metal paneling by Da Prà, paired with the central La Nordica electric fireplace, interacts with contrasting furnishings. These include the Pistore Marmi table with its irregular, organic forms in “ombra di Caravaggio” marble, Nicoline upholstered pieces in rosewood-red Alcantara, and metallic accents from Køge coffee tables.

The Abet Laminati metal wall, warming the first-floor corridor, opens into two large geometric niches in deep red tones, enhanced by soft lighting that creates a welcoming atmosphere.

Metal also appears in Kriskadecor chain curtains in a delicate amethyst shade, in the finish of the Höfats brazier, in the “Peltro” paneling by Ronda Design, in the dark-toned DGA pendant lamp by Draw Studio, in the 3M films used for the 3M Capsule installation, and in the reflective metal curtain by Alcantara that brings movement to the space.

An Immersive Experience in the Listening Room

In one of the upstairs rooms, a combination of contrasting elements—burgundy Mogu sound-absorbing wall coverings, neutral furnishings by Roolf Living, and the warm, diffused light of handmade wall lamps by Japanese designer Shintaro Kono—creates a preliminary listening space, inviting visitors to pause before entering the adjacent Listening Room, the core of the Archiproducts Milano 2026 immersive experience.

Here, the space is illuminated by a striking suspended Dresswall grid reflected on glossy burgundy walls finished with Sikkens, defining the focal point. Beneath it, the designers conceived a “conversation pit”: a central lounge furnished by NORR11, featuring a custom Sonos sound system and Leica technology for a cinematic effect projected onto Dresswall Lights wall panels—forming the heart of the room and creating a niche-like setting that encourages intimate social interaction.

A play of light and shadow adds depth and movement: six circular Il Fanale wall lamps in burnished metal are placed on the glossy walls, while a sculptural lighting system by Luceplan completes the space—a warm, welcoming environment designed for gathering and conversation.

Thanks to the installation curated by the students of the Master’s Program in Creative Media Production at NABA, Nuova Accademia di Belle Arti, video and sound will guide visitors through an immersive experience within the Listening Room. Here, the natural element is interpreted as a transformative and dynamic force, capable of altering perception and leaving traces both in the viewer’s gaze and in image-capturing devices, through phenomena such as retinal persistence, double exposure, and image distortion. The experience will be enriched by interactive audiovisual performances during Design Week. The installation will remain permanent and open to visitors throughout 2026.

Samsung, Main Partner of Archiproducts Milano 2026

At Archiproducts Milano, optimal climate comfort is ensured by Samsung solutions. Once again participating as Main Partner, Samsung reinforces its long-standing strategic collaboration with Archiproducts, centered on innovation, comfort, technology, and design. Cassetta 360—an iconic product from the Climate Solutions line—and WindFree™ technology — featuring thousands of micro-holes that diffuse air evenly without direct airflow — provide an immersive experience of contemporary comfort at Via Tortona 31. Following last year’s highly appreciated immersive installation in the outdoor area of the showroom, “The Gentle Room” becomes an integral part of the new setup curated by Studiopepe.

A dedicated space where the latest flagship product from the WindFree™ range, Première+, interacts with solutions and furnishings from the other Brands selected for “Fòco. Living Notes,” creating a refined and balanced dialogue between comfort, technology, and Design. Samsung also plays a leading role in both cooling and heating solutions: alongside WindFree™ and Cassetta 360, ClimateHub is featured as part of the EHS heat pump systems.
With WindFree Première+, its latest innovation for residential spaces, Samsung takes climate comfort to the next level, combining innovation, AI, and design. This air conditioner represents a further evolution of Samsung’s unique, patented WindFree technology, delivering an unprecedented comfort experience, avoiding uncomfortable direct airflow and making it suitable even for more sensitive environments such as bedrooms or offices.

In addition to ensuring an even air distribution through thousands of micro-holes, without direct airflow, WindFree Première+ features a sophisticated design defined by clean lines and a tactile finish, making it perfectly suited to contemporary interiors. The two new color options further enhance its role as a true design element, seamlessly integrating into and elevating any space. Samsung’s technological core is further expressed through advanced AI features designed to optimize personalized comfort and energy efficiency, significantly enhancing the overall user experience.

The BTicino Smart Apartment

In a completely renewed format, the BTicino Smart Apartment opens its doors to visitors of Archiproducts Milano 2026, offering the experience of a true smart home. Lighting, automation, sockets, temperature, and video entry systems can be controlled on-site or remotely via app or through Amazon, Google, and Apple voice assistants.

An intuitive technology that, in just a few simple steps, allows a traditional system to be transformed into a smart one—without structural work and without changing standard installation habits.

Main Partner
Samsung WindFree

Furniture
Alcarol, ALUVY, Arkine, Arte Veneziana, AYTM, Berlin Acoustics, Desalto, Foster, Geberit, Hi-Retail, Køge, Morica Design, Mute, Newform, Nicoline, NORR11, Opinion Ciatti, Parla, Pistore Marmi, Roca, Ronda Design, Roolf Living, Scappini Home, Terzofoco

Lighting
DGA, Hind Rabii, Il Fanale, Luceplan, LUCIFERO’S – ArchiTech Lighting, Shintaro Kono, Terzani, Vetreria Vistosi

Outdoor
OFYR, Sprech, Umbrosa, WAREMA

Finishes, Materials & Architecture
051 element, 3M, Abet Laminati, Ademi, ARQ Luxury Extinguishers, Da Prà, Dooor, Dresswall, EKU, Eterno Ivica, Gerflor, Höfats, Kriskadecor, La Nordica-Extraflame, Material Bank, Materica, Menaballi, Mogu, Radici, SCIROCCO H, Sikkens

Textile & Wallpaper
Alcantara, Murals, Photowall, Tendagi®

Tech
BTicino, Dimensione3, Leica, Samsung Audio-Video, Samsung Climate Solutions, Samsung Home Appliances, Sonos

Decor
Agave, Geelli, InkPoster, Ionnyk, Lusent35, SoldiDesign, Systemtronic

Clothing Design
RRD – Roberto Ricci Designs

Wine
Oltrenero

Fragrance
Culti Milano

Institutional
NABA, Nuova Accademia di Belle Arti

In Partnership with
Milano Design Week

About Archiproducts
With over one million products, more than 3,500 Brand partners and 3.7 million registered users, Archiproducts is the global source for Architecture and Design. Thousands of Professionals, Companies, and private users from all over the world choose Archiproducts to find inspiration, search catalogs, and discover Design products of the most important international Brands. Archiproducts Milano is the Archiproducts hub in Via Tortona 31, Milano. A space of Design Experience that welcomes Architects and Interior Designers in search of inspiration and new solutions for their projects. Every year, a new setup, an interior studio, and 100 Brands worldwide. Every day, product launches, temporary showrooms, pop-up shops, press conferences, installations, workshops, exhibitions, and meetings. An inspirational place full of life, where Design and Architecture interact with overlapping worlds such as fashion, tourism, sport, food, and other creative industries.
Archiproducts is part of Mondadori Digital.