The digital platform that transforms the Milan Design Week experience into a connected, fluid and intelligent ecosystem. One system, multiple benefits.
Service description
Fuorisalone Passport was created to bring efficiency, sustainability, transparency, privacy protection, community value and innovation to the entire Design Week event system. The project introduces a shared digital model that improves the experience for all stakeholders involved: visitors, exhibitors and organizers.
It is a scalable and customizable system, designed to evolve over time and space, with the goal of becoming a strategic tool supporting the Fuorisalone.it event guide, serving the design community.
Fuorisalone Passport is a web app developed by Studiolabo S.r.l., owner of the Fuorisalone.it and Brera Design District brands and platforms. The service allows users to register on the platform to access participating events via QR Code, consciously and transparently deciding whether to share their data with participating companies.
The system is designed according to the principles of Privacy by Design, full GDPR compliance, and total user control over personal data.
How it works
The user registers once for Fuorisalone Passport and gets a personal QR Code. Before attending events, they can view the list of participating companies and decide in advance which ones to share their data with.
At entry, the QR Code enables event check-in according to the rules set by the company (mandatory or optional consent).
Data is shared only if the user has provided valid, recorded consent. This way the check-in automatically verifies consent status, ensuring smooth access and transparent, compliant data management.
Where Fuorisalone Passport will be active
Fuorisalone Passport will be active exclusively for events located in the Brera Design District that take part in Brera Design Week.
For the 2026 edition, the service will be launched as a beta and experimental version, with the goal of testing and refining the model within a focused, coherent and high-density event context.
Brera Design Week represents the ideal environment for this pilot phase, allowing controlled management of experience, visitor flows and data.
Participation in the service is included in the communication packages offered to participating companies and does not involve additional costs.
What is required to join
- Have at least one event in the Brera Design District
- Confirm participation in Brera Design Week
- Sign the Fuorisalone Passport agreement with Studiolabo, indicating whether user data sharing is mandatory or optional
- Configure events and active time slots through the Brera Design Week CMS
- Define platform access roles: Admin and Operator
- Train designated staff as Operators to properly manage user check-ins during the event
Service activation steps
01 Confirm participation in Brera Design Week
Fuorisalone Passport is reserved for companies participating in Brera Design Week and is included in the official communication packages. No additional costs apply.
02 Sign the Fuorisalone Passport agreement
Joining the service requires signing an agreement with Studiolabo S.r.l., which defines:
- system operation
- data usage rules
- GDPR responsibilities
03 Choose the event access model
Each company must indicate in the agreement whether user consent for data sharing is mandatory or optional to access its event. This choice determines the behavior of both the web app and the check-in process.
04 Account activation
Upon signing the agreement, the company confirms whether user data consent is mandatory or optional for event access. This setting directly affects the behavior of the platform and check-in system.
05 Event page configuration
The company independently creates its event page in the Brera Design Week CMS and, through the schedule management panel, selects which time slots allow access via Fuorisalone Passport. This allows companies to manage Passport-enabled slots and reserved/private slots within the same calendar in a simple and intuitive way.
06 Event page publication
At this stage, Fuorisalone Passport activation is complete. The company’s event page is published with the full schedule and clear indication of Passport-enabled time slots on Fuorisalone.it and Brera Design Week guides.
The event will also appear in the Fuorisalone Passport web app, showing only active time slots and whether consent is mandatory (required before check-in with staff) or optional.
07 Dashboard during Design Week
During the event, the Admin user can access the dashboard to view:
- total number of check-ins
- number of unique users
- aggregated demographic data
- real-time performance trends
08 Post–Design Week reporting
After Design Week, the dashboard provides:
- complete reports
- performance comparison with other participating companies
- visitor flow and performance analysis
09 User contact (post Design Week)
After Design Week, only users who have given consent will appear in the contact list. The company may send one single post-event communication, allowing users to provide new, direct consent to be added to the company’s CRM.
Do you have an event in the Brera Design District?
Choose Fuorisalone Passport, maximize your contacts and simplify audience access.
FAQ
Why is Fuorisalone Passport limited to events in the Brera Design District?
This choice, made for the 2026 edition, allows the system to be tested in a focused, coherent and high-density event environment, ensuring controlled management of experience, visitor flows and data.
Brera Design District represents the ideal context to validate the model, collect insights and refine the service ahead of possible future expansion.
Fuorisalone Passport is designed to scale over time, but is launched with a responsible and progressive approach, aligned with principles of sustainability, reliability and service quality.
Can we activate Fuorisalone Passport only for certain moments of Design Week?
Yes. You can decide which moments in your event schedule accept Fuorisalone Passport and which remain reserved, private or invitation-only, and therefore not accessible to Passport users.
Can we make consent mandatory to enter our event?
Yes. This is a company decision, provided it is clearly indicated on the platform.
Can we receive aggregated data without user consent?
Yes. Aggregated and anonymized data (flows, volumes, time slots) is not personal data.
Can we send more than one post-event communication?
No. Only one communication is allowed, solely for requesting new consent as defined in the agreement. If the user does not provide new direct consent via the post-event communication, the company may not send further messages.
Can we use Fuorisalone Passport contacts for newsletters or DEM campaigns?
No. Fuorisalone Passport data cannot be used for direct marketing, newsletters, CRM inclusion or promotional communications. Contacts may only be used after the user has given new, direct consent via the post-event communication defined in the agreement.
What happens if the user does not respond to the post-event email?
The data must be deleted or anonymized according to internal statistical purposes.
Is Studiolabo responsible if we misuse the data?
No. The company acts as an independent Data Controller and is fully responsible for any improper use of the data.