Interview with Martin Zelger: Smart Eventi Drives Success at Fuorisalone

In an exclusive conversation, Martin Zelger, CEO of DAAily Platforms, reflected on an event staged during the Fuorisalone that exceeded every forecast. DAAily Platforms operates at the intersection of design communication, architecture and international professional exchange, and the company wanted to plan an important event during this crucial week in Milan, which it attends every year. The result was a success. Six hundred invited guests became eight hundred attendees, as the celebration turned into a point of convergence for designers, professionals and curious observers alike.

Milano design week as a catalyst for connection

The Fuorisalone has long functioned as a parallel ecosystem to the main design fair, extending exhibitions, gatherings and conversations across the entire city of Milan.

According to Zelger, networking remains structurally central to the architecture and design sectors in which his company operates. This year carried particular relevance for DAAily Platforms, which intended to make major announcements during this key moment, when the international community gathers in a single urban landscape. To achieve this, a very special location was essential, and that is where Smart Eventi came in.

The power of location and atmosphere

The event took place inside a historic industrial space in central Milan, selected not only for its visual character but also for its narrative depth. Architectural memory mattered, but logistics mattered too, including accessibility, capacity and spatial flexibility. Smart Eventi provided all of this.

A DJ set structured the rhythm of the evening, while an open bar encouraged movement and conversation rather than static clustering.

The role of Smart Eventi in execution and support

Zelger described the contribution of Smart Eventi as decisive, calling the collaboration “fantastic” and emphasising the agency’s professionalism across every operational dimension. Planning, coordination and advisory functions operated simultaneously, with particular attention to organisational complexity.

Support extended beyond standard event logistics. For this reason, Zelger has already recommended Smart Eventi to international partners, including those based in the United States, Dubai and Germany, who requested information about the location and organisational model after the event. The value of local expertise for global participants is paramount, and for companies arriving from abroad, the need for guidance multiplies across administrative procedures, legal frameworks, spatial management and cultural expectations.