Fuorisalone Passport debuts: the digital passport of Design Week

In the constantly evolving ecosystem of Milan Design Week, the visitor experience is key. For the 2026 edition, Fuorisalone.it is introducing a fundamental new feature: Fuorisalone Passport. In this initial beta phase, the project focuses on one of the beating hearts of the event - the Brera Design District - with the aim of simplifying interaction between the public and exhibition spaces. 
With Fuorisalone Passport, the public can register once, free of charge, and obtain a personal QR Code to access events participating in the circuit promoted by Fuorisalone. 

The project was conceived and developed by Studiolabo: “The idea came from listening to the community, visitors, companies, and organizers who, over the years, have pointed out an obvious problem: the fragmentation of the experience between repeated registrations, different platforms, and redundant processes, often to the detriment of the quality of the visit”, says Paolo Casati, co-founder of Studiolabo, emphasizing that “this project is a concrete response to make access to events more fluid, orderly, and respectful of people's time.”

© Studiolabo / Application use scenario definition scheme for the visitor

Fuorisalone Passport is not a queue-jumping tool, but a time-saving one.
Access to individual events continues to be regulated by brand choices, venue capacity, and normal security procedures. What changes is everything that happens before entry: fewer forms to fill out, fewer repetitive steps, and more continuity in the visit. The QR Code allows visitors to move more easily between selected events, while for companies and organizers it becomes a tool to better welcome the public and understand visitor flows more effectively.

Fuorisalone Passport is designed as a web service.
No app to download, no space taken up on your device. Just log in from your smartphone browser to use your digital passport.

For visitors, a single digital identity.
Instead of having to fill out different registration forms for each showroom or installation, visitors now have a single digital identity. Thanks to a personal dashboard that collects visited events, informational materials, contacts, maps, and suggestions, the experience is also enriched with a digital memory of the week.

© Studiolabo / Fuorisalone Passport Application Layout

For companies, Fuorisalone Passport is an advanced tool for interpreting the event.
Aggregated and anonymized data, insights into flows, automatic reports, always in full compliance with GDPR regulations. An approach that focuses on the quality of information and visitor protection, preventing misuse of data and promoting more informed and targeted relationships. Privacy is one of the pillars of the project. Fuorisalone Passport is designed according to the principles of Privacy by Design: users decide whether and with whom to share their data, in an explicit and traceable manner. No indiscriminate transfer, no unsolicited communication: only clear, controllable, and reversible choices.

© Studiolabo / Platform usage scenario definition scheme for companies

The list of participating events will be available directly within the Fuorisalone Passport web app. For all other Milan Design Week events, please refer to the official Fuorisalone.it events guide, which continues to collect and report on the entire program.